The legal and consulting company “Brodsky Uskov Looper Reed & Partners” (BULR) has addressed the PR and communication company “Fabrica de imagine” in order to develop and implement an action plan to promote the second edition of the National Young Lawyers Competition.

The National Young Lawyers Competition took place between 11 and 30 of March 2017 and included three stages: writing test, public speaking exercise, and a court trial simulation. About 100 young lawyers were enrolled in the competition and 6 – best of them came up to the final stage. The purpose of organizing the competition is to clearly show that the young lawyers are still being requested on this market, that there are people who are ready to appreciate their intelligence and to help them start a career, here in Moldova.

After a media content analysis of the first edition of the competition, we found out that all the informative materials, of both Romanian and Russian language media did not highlighted the organizing company and the social responsibility component, which in fact, is the main element of the concept in such events. At the same time, media coverage has not included the entire target group of the event: young people, legal professionals, business people and authorities. In this context, we created the concept of the National Young Lawyers Competition 2017 and also, we elaborated an action plan that would contribute to the effective promotion of the competition.

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The action plan included several communication tools, among which writing and the publication of 4 articles for online media. During the promotional campaign, we organized and conducted 2 interviews with BULR Director, Ruslan Uskov, which appeared on Newsmaker.ru («Офшор это, конечно, не преступление». Интервью с Русланом Усковым) and Unimedia.info (Interviu cu Ruslan Uskov: Dacă părinții nu ți-au cumpărat un post de judecător, participă și câștigă la Concursul Naţional al Tinerilor Jurişti). For the post-event promotion, we prepared a video report and an article about the final stage of the competition, published on Diez.md ((video) Au fost anunțați câștigătorii celei de-a doua ediții a Concursului Național al Tinerilor Juriști) and Bizlaw.md (Concursul Naţional al Tinerilor Jurişti şi-a desemnat învingătorii).

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For these articles, Fabrica de imagine has elaborated and coordinated with BULR the questions for interviews, has organized a photo shooting with Ruslan Uskov, has prepared speakers for the reportage, has collaborated with the journalists and operators and has coordinated the placement process of articles.

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Throughout the contest, Fabrica de imagine has managed the BULR Facebook page and has produced informational content for the posts about the each stage of the competition. Using social media, this time the Facebook page of the competition’ partner, ELSA Moldova (The European Law Students’ Association), we launched a challenge for the participants, encouraging them to record a video spot in which they would talk about what motivates them to participate in the National Young Lawyers Competition 2017. The purpose of the video spots was to show that it is not enough just to have knowledge in the legal field, besides that you need to be able to promote and support your value.

What motivates me to participate in the National Young Lawyers Competition? Cislaru Corina, ASEM

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For the last, also the most important stage of the competition – simulation of a trial court, our team has ensured the communication with the journalists, we provided them the necessary information and assistance, including their access to the organizers and participants. As well, Fabrica de imagine has insured the photographic documentation of the final of the competition. The photos were used for both, social media and post-event communication.

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After the event, Fabrica de imagine has done a media monitoring report on the National Young Lawyers Competition, which made it easier to assess the impact of our communication activities.

Media appearances about the National Young Lawyers Competition, 2017 edition:

Article on Bizlaw.md

Concursul Naţional al Tinerilor Jurişti şi-a desemnat învingătorii

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Video reportage on Diez.md

(video) Au fost anunțați câștigătorii celei de-a doua ediții a Concursului Național al Tinerilor Juriști

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Article on Allmoldova.com

В Молдове прошел Национальный конкурс молодых юристов

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Interview with Ruslan Uskov – Unimedia.info

Interviu cu Ruslan Uskov: Dacă părinții nu ți-au cumpărat un post de judecător, participă și câștigă la Concursul Naţional al Tinerilor Jurişti 

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Interview with Ruslan Uskov on Newsmaker.md

«Офшор это, конечно, не преступление». Интервью с Русланом Усковым

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