Arman Tatoyan — Executive Positioning & Public Reputation
Human Rights Defender of Armenia
A long-term executive positioning and reputation strategy designed to build a more human, accessible and trusted public presence around both Arman Tatoyan and the Human Rights Defender institution.
Overview
—A long-term executive positioning and reputation strategy designed to build a more human, accessible and trusted public presence around both Arman Tatoyan and the Human Rights Defender institution.
Role & Team
—Over six years, I led the communications approach supporting the Defender’s public positioning and the institution’s reputation.
Campaign Challenge
—When Arman Tatoyan assumed office as Human Rights Defender, the challenge was not simply to increase institutional visibility, but to build a more human, accessible and trusted public presence around both the Defender and the institution.
This required changing how the institution communicated with citizens and journalists, and how its work, impact and relevance were translated into public-facing communication.
Strategic Approach
—The strategy centered on moving from predominantly formal institutional communication toward a more human-centered, accessible and impact-driven model.
Humanize the Public Positioning
We reshaped the way the Defender communicated with the public, transforming the structure, tone and substance of public messaging to create a more accessible and human public presence.
Strengthen Media Relationships
We strengthened relationships and day-to-day engagement with journalists, supporting more consistent, responsive and credible communication around the Defender’s work.
Show Impact Through Real Stories
We gave institutional work a human face, using real cases, success stories and tangible outcomes to show how human rights protection translated into meaningful change in people’s lives.
Build Understanding Through Awareness Campaigns
Alongside ongoing communications, we introduced targeted public awareness campaigns around priority human rights issues, tailoring messages, formats and channels to specific audiences and using communication not only to inform, but to build understanding and engagement.
Impact
—During Tatoyan’s tenure, public trust in the Human Rights Defender institution increased from 29% to 81%, according to Caucasus Barometer data. IRI public opinion research also placed the Human Rights Defender highest among state institutions in terms of public satisfaction with its work.
The communications transformation formed part of a broader institutional effort that strengthened the Defender’s public profile and helped position the institution as a more accessible, human-centered and trusted public authority.
These indicators reflect the institution’s overall performance during this period and are not attributed to communications alone.