Media Strategy of the University: Connection between Aims, Structural Solutions and Activity

Author:

Fayustov А. V.1,Benemanskiy D. A.1,Krasnova A. V.1

Affiliation:

1. Ural Federal University named after the First President of Russia B. N. Yeltsin

Abstract

The case presents the experience of Ural Federal University in forming a strategy for its communication with target groups as a response to external challenges defined by new positioning of the institution in the international scientific and educational sphere. The university had to ultimately restructure the services responsible for promoting its brand, expand the variety of interaction practices both within the academic environment and from the outside – with graduates, their parents, teachers, scientific community, governance and business. Formation of the new media communication strategy has taken place under lack of appropriate management practices and their analytical support. These practices are still sketchy and remain underexplored. The case of Ural Federal University allows to supplement the arsenal of works and researches in the sphere of media strategies development of Russian universities. The novelty of the proposed case lies in analysis of the setting of strategic aims in this sphere, in developing and substantiation of structural decisions and practical mechanisms, which are confirmed by the verification of independent expert sources for effectiveness and realizability. The experience of Ural Federal University would be useful both to researchers of universities’ media activity and to practicians, because it reflects the experience if creating an effective model of modern media strategy, which allowed the university in 2021 to become one of the leaders of Russian Ministry of Education rating of Russian universities’ media activity.

Publisher

Ural Federal University

Reference9 articles.

1. Gureeva A. N., Muronec O. V., Samorodova Je. V., Kuznecova V. S. Corporate Communications of the Russian Universities in Social Networks: Effectiveness Assessment [Korporativnye kommunikacii rossijskoj vysshej shkoly v social’nyh setjah. Ocenka jeffektivnosti]. Theoretical and Practical Issues of Journalism, 2018, vol. 7, nr 3, pp. 482–503. doi 10.17150/2308-6203.2018.7(3).482-503. (In Russ.).

2. Mediapotreblenie «cifrovoj molodezhi» v Rossii: sovremennye osobennosti i faktory motivacii [Media consumption among the «digital youth» in Russia: contemporary peculiarities and motivation factors], available at: https://istina.msu.ru/projects/141873410/ (accessed 15.12.2021). (In Russ.).

3. Gureeva A. N. Mediakommunikacionnaja dejatel’nost’ rossijskih vuzov v internet-prostranstve. 2014–2016 [Media Communication Activities of Russian Universities in the Internet Space (2014–2016)]. Doctor’s thesis, Moscow, 2017, 184 p. (In Russ.).

4. Stepanov V. N. Mediasfera vuza i upravlenie eju v cifrovuju jepohu. Rossijskaja piarologija: trendy i drajvery. Sbornik nauchnyh trudov v chest’ professora M. G. Shilinoj. Pod redakciej A. D. Krivonosova [University media sphere and its management in the digital age. Russian PRology: Trends and Drivers. Collection of scientific papers in honor of Professor M. G. Shilina]. Sankt-Peterburgskij gosudarstvennyj jekonomicheskij universitet [St. Petersburg University], St. Petersburg, 2021, pp. 178–185. (In Russ.).

5. Fedjunin D. V. Formirovanie GR-kommunikacij universiteta s vneshnimi stejkholderami [Formation of GR-communications of the university with external stakeholders]. Plekhanov Scientific Bulletin, 2017, nr 2 (12), pp. 230–235. (In Russ.).

Cited by 1 articles. 订阅此论文施引文献 订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献

1. Media Activity of Universities in the Southern Federal District: Comparative Study;Virtual Communication and Social Networks;2024-04-05

同舟云学术

1.学者识别学者识别

2.学术分析学术分析

3.人才评估人才评估

"同舟云学术"是以全球学者为主线,采集、加工和组织学术论文而形成的新型学术文献查询和分析系统,可以对全球学者进行文献检索和人才价值评估。用户可以通过关注某些学科领域的顶尖人物而持续追踪该领域的学科进展和研究前沿。经过近期的数据扩容,当前同舟云学术共收录了国内外主流学术期刊6万余种,收集的期刊论文及会议论文总量共计约1.5亿篇,并以每天添加12000余篇中外论文的速度递增。我们也可以为用户提供个性化、定制化的学者数据。欢迎来电咨询!咨询电话:010-8811{复制后删除}0370

www.globalauthorid.com

TOP

Copyright © 2019-2024 北京同舟云网络信息技术有限公司
京公网安备11010802033243号  京ICP备18003416号-3