Moscow, January 23, 2004. “Reputation: Give or Take,” a book co-authored by Andrei Lapshov, Head of Sistema JSFC’s International Relations Unit, and Igor Oleinik, General Director of the Research Center for Development and National Security Strategies (Russian acronym ICERN), has been put up for the Silver Archer award, a national distinction in public relations efforts, in the Best Study in PR Theory nomination. Released by the Bahrah-M publishers in 2003, the book looks at reputation as a phenomenon and explores reputation-building strategies and aspects of reputation management in diverse areas. It also contains chapters that take a close view at ways to manage reputation on the scale of the Russian Federation and its regions. The book is addressed to PR managers operating in the current Russian business, social and political environment, and to university teachers and students. The Silver Archer national award in public relations was instituted by the RF Chamber of Commerce and Industry, the RF Journalists Union, and the Russian Public Relations Association in 1997. The award is presented in five nominations, including the PR Project of the Year, the PR Personality of the Year, and the Best Study in PR Theory. Projects submitted to the competition jury are evaluated by such criteria as original concept of a PR campaign, strategic planning, use of various PR techniques and tools, complexity of objectives, and matching of results to objectives, to name a few. Since award institution, 32 experts and 20 jury members have reviewed 288 PR projects, 232 books, eight periodicals, and 85 Internet sites. Lapshov, Andrei Borisovich, was born in Penza in 1966. In 1992, graduated from the Journalism Department of Moscow State University, working briefly for the newspapers Rossiiskaya Gazeta and Kommersant. Between 1993 and 1997 he was division chief and public relations assistant to the Board Chairman of Promradtechbank. In 1997 he was briefly the CEO of the Russkaya Nedvizhimost (Russian Real Estate) Publishing House. Then, from that year to 1999, Mr Lapshov was deputy General Director of ZAO Profile Company. In November 1999, he was made deputy head of the Government Information Department of the RF Government Office. At yearend 2000, he was appointed General Director of the INSIDERS Communication Group. In February 2003, Mr Lapshov was made head of Sistema JSFC’s Public Relations Department and now, since September 2003, has been head of Sistema JSFC’s International Relations Unit. Oleinik, Igor Vitalyevich, born on July 10, 1953. In 1983, graduated from the economic cybernetics section of Moscow State University’s Economics Department. In 1993-1994, he was managing director of the Doka Business Press company and, after 1994, head of the Analytical Center of the Russian Paninter Concern. In 1996, he had a job with the Association of Russian Banks as an analyst for its security service (SB Amulet). Since 1997, Mr Oleinik has been Director of the Institute for Development and National Security Strategies. In 2003, he made head of the Research Center for Development and National Security Strategies (ICERN). Author of more than 50 publications.