Shushan Harutyunyan, the Co-Founder and Chief Executive Officer of AxelMondrian, a reputation management company, shared her expertise on succeeding in competitive markets at an event organized by the Armenian General Benevolent Union’s (AGBU) Skills Lab program. During her talk, Harutyunyan highlighted the defining elements of competitive business environments and outlined strategies for establishing effective communication.
Discussing the importance of reputation, Harutyunyan remarked, “Even with all the platforms we have today, reputation is still defined by what people say when you’re not around. It doesn’t matter how actively you engage on social media; if you are the only one talking about yourself, people won’t trust it.” She underscored that building a reputation-based business requires strategic planning from the outset, as trust and credibility cannot be achieved overnight.
Harutyunyan also emphasized the importance of cultivating a strong public relations function within organizations and noted how essential modern communication tools have become for business growth. She explained that companies can also choose to delegate their public communication needs to specialized firms. Attendees had the opportunity to engage directly with Harutyunyan, addressing their questions on communication strategies.
The event was part of a larger AGBU initiative that includes the “Study and Earn. Artsakh” program, a humanitarian aid project supporting refugees from Nagorno-Karabakh. This program is conducted by AGBU with funding from the HEX/EPER organization, in collaboration with PAP “Shen” and Syunik Development NGO.
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AxelMondrian opened its Yerevan office in 2022, offering Public Relations, Reputation management, and Creative communication services to leading companies in Armenia. Shushan Harutyunyan, the company’s Chief executive officer, has 17 years of experience in managing communication projects and is a graduate of Central European University and University of Oxford’s Said Business School. Her work experience includes implementing public projects, campaigns, and branding in Armenia, EU countries, and the Middle East.
