Yerevan, Armenia – April 5, 2024 – The Armenia Project (TAP), a new non-profit focused on
journalism, media and communications, announced its official launch and unveiled its
website, www.armeniaproject.org. This announcement follows a soft launch in 2023 that has
already made significant strides in telling Armenia’s complex and fascinating story with the
broad mission of promoting the country’s democratic and economic development.
Based in Armenia with a growing global network, TAP was founded with three core areas of
focus: facilitating journalist travel from across the globe to report on Armenia firsthand;
impactful storytelling about Armenia’s rich culture, heritage and geopolitical realities, in
traditional and new media; and investing in young journalists, influencers and media
professionals, both in-country and from abroad, through internships, trainings and
mentoring.
“Armenia is a nascent democracy that boasts a vibrant economy, spectacular cultural
heritage and stunning natural beauty,” said Edele Hovnanian, president of the H. Hovnanian
Family Foundation, which founded TAP as the first organization of its kind. “Our goal is to
seed that inspiring story globally and support journalists, media professionals, researchers
and students to learn more about this extraordinarily unique country, and to develop the
connections to ensure that Armenia’s perspective, along with its regional and geopolitical
realities, are covered accurately in the Western media.”
The idea behind TAP was incubated shortly after the 2020 War by the H. Hovnanian
Foundation and the Tufenkian Foundation collaborating with a small team of global
communications professionals working together as volunteers. TAP continues to partner
with the Tufenkian Foundation on related projects.
In the last year, TAP has spearheaded a series of initiatives that have shed light on regional
geopolitical dynamics, Armenia’s cultural richness, its growing tech sector and its thriving
tourism landscape. These are all in marked contrast to the familiar but oversimplified and
incomplete narrative of a small, landlocked former Soviet Republic beset by conflicts with
neighbors.
TAP’s notable achievements to date include facilitating trips for journalists from diverse
backgrounds, countering the relative lack of foreign media presence in Armenia. These
visits have begun elevating Armenia’s profile on a global stage and fostering a deeper
understanding of its challenges and opportunities. TAP has also helped publish op-eds and
articles in leading international news outlets and major media; these pieces were further
amplified on social media.
“There is much more to Armenia than headlines about conflict and unfair media coverage
driven by the misinformation put forth by neighboring aggressors,” explained TAP board chair
Arda Nazerian, a strategic communications advisor who has long volunteered her professional
skills to Armenian causes she’s passionate about. “For years, many of us knew that accurate,
timely and relevant stories about Armenia weren’t being told, for many reasons. TAP is
working strategically to patiently, methodically and impactfully change all that.”
TAP’s commitment to education and professional development is evident in an ongoing series
of workshops, panels and webinars, which have drawn the participation of journalists,
academics and thought leaders. Among them was a state-of-journalism webinar in November
2023, “Gaza, Ukraine, and Nagorno-Karabakh: The Challenges of Covering Conflict Today,” held
in collaboration with the American University of Armenia Media Lab and the Scripps School
of Journalism at Ohio University, and a lecture just last month titled “The Fake-News
Quagmire: Why We’re In It and How to Get Out.” Training sessions have included workshops
on how to engage journalists on newsworthy stories, how to develop thoughtful, timely and
relevant opinion pieces, how to seed Armenia’s story across the burgeoning social media
ecosystem, and how local journalists can get published in the international media.
TAP board member Tatiana Der Avedissian, a communications and sustainability expert who
volunteers her time to support multiple charitable endeavors, reinforced the importance of
bridging the knowledge gap about Armenia through education and storytelling. “Armenia’s
charm lures you in as soon as you’re on the ground. We want to ensure that as many
journalists and thought leaders as possible, including the leaders of tomorrow, experience
Armenia. The country boasts a remarkable history dating back thousands of years, a
fantastic contemporary culture and thriving economy that make it such an appealing place
to visit again and again. Only through powerful storytelling and engagement can the world
understand the true wonder of Armenia.”
TAP’s other early achievements include:
- Serving as an advisor to international and local organizations operating in the
communications space in Armenia, providing strategic and practical guidance from
TAP’s global network. - Nurturing the next generation of journalists through TAP’s international internship
program. To date TAP has hosted interns from prestigious universities and journalism
programs, including University of Southern California’s Annenberg School, the Scripps
School of Journalism at Ohio University, and King’s College London, facilitating valuable
hands-on experiences and forging strong partnerships. TAP aims to expand its
internship program and welcome four new interns in the Summer of 2024. - Placing full-page advertisements in the Washington Post and New York Times during
the UN General Assembly and U.S. Senate hearings on Azerbaijan’s blockade of
Nagorno-Karabakh in September 2023. - Establishing a voice in important discussions through close collaborations with
Armenia-based English language new sites EVN Report and CivilNet as well as the
American University of Armenia’s new Media Lab. TAP advises external partners in the
communications space as they develop their own Armenia-related projects. - Enhancing the capabilities of communications and public relations professionals striving
to elevate global storytelling and strategic communications efforts about Armenia.
With the official launch of TAP, its website will serve as a hub for its activities and resources,
providing an intuitive and informative experience for users.
About The Armenia Project:
The Armenia Project (TAP) is an educational non-profit that promotes the democratic and economic
development of Armenia by advancing the country’s communications ecosystem, ensuring it is robust, accurate
and impactful to more ef ectively share its real story with the international community. Through strategic
programs and diverse partnerships, TAP raises global awareness about Armenia and the region.
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