Cover
Half Title
Series Information
Title Page
Copyright Page
Dedication
Table of contents
Illustrations
List of Contributors
Preface
Acknowledgments
Part I Views on strategic communication(s) in Russia
1 What is (are) strategic communications in Russia?
Overview of this book
The book’s ambition
Russians are different than are Americans
Russian strategic communications must be predicated on history, culture, and ideology
Russians strategic communications has presented challenges
Conclusion
References
2 Russian strategic communications on the global stage
Introduction
Strategic communication: From West to East?
Strategic communications in politics
Strategic communications in business
Differences in strategic communication(s) between the West and Russia
Conclusion
Acknowledgment
References
Part II Examining the historical and contemporary development of communication(s) in Russia
3 The forms and shapes of today’s communication as a field, as a discipline, and as a social institution in Russia ...
Introduction
The political and economic reforms in Russia as a new structure of the communication industry
Communication as a social institution in Russia: The institutionalization of a public sphere
Emergence of the public in Russia
Media system in Russia
Status quo of communication’s theory and practice in Russia
Conclusion
References
4 The history of the development of public relations as an institutionalized field and as a discipline in the post-Soviet space
Introduction
Literature review
Method
Discussion
Genesis of post-Soviet public relations education
Development of the structure and key elements of the curriculum
The integrated program: Complexity and reasons for merging
Development of research in public relations
Features of public relations research in post-Soviet Russia
Localization of academic discussion
Prevailing philosophical understanding of public relations and high level of theorization
Interpretative approaches rather than objective worldview
Multitude approaches from social sciences versus communication’s methodological paradigm
Old models for understanding of public relations prevail in Russian academic discourse
The impact of the Soviet past on contemporary public relations higher education
Centralized public relations curriculum and centralized communication between the state and a university
An institutional inertia of public relations education in regions of Russia
Multidisciplinary nature of advertising and public relations curriculum
Ethical controversy in the scholarship and practice of public relations in Russia
Social values and beliefs of the Russian academic community as representation of historical legacy
Genesis of public relations education in Russia in the multicultural and global context
Conclusion
Notes
References
Part III The academic and professional development of strategic communications in Russia
5 The Russian Professional Public Relations Standard
Introduction: The mission of the Russian Public Relations Professional Standard
The professional standard as a collective product
The public relations specialist professional standard structure
General characteristics of public relations
Public relations industry trend forecast for the following three to five years
The public relations profession outline (through basic functions/processes of labor)
Development of human capital and self-organization
Design of communication strategy
Information analysis
Project management
Content creation
Organization of public communications—and implementation of communications strategy
The Russian Public Relations Professional Standard implementation
References
6 Modern scientific knowledge of public relations and its objective-subjective field
Introduction
Problematization of the theme
The methodology of the research on the problem of developing a model of the objective-subjective field of modern knowledge of public relations1
The results of the research
Notes
References
7 Modern Russian legislation and regulation in advertising and advertising trends
Introduction
Legal regulation and self-regulation of the advertising market
Economic indicators of the advertising market—the dynamics and structural parameters
The key players of the Russian advertising market
Contemporary trends in Russian advertising
Taking the lead by online channels: Convergence of offline and online technologies
The growth of consumer resistance to direct advertising: The growing demand for native advertising and its increasing distribut
The contextual orientation increases
Change of the media consumption type: Sustained growth of advertising in online video and on mobile platforms, in applications,
Personalization as the basis for the formation of new loyalty
Targeting algorithms
The increased introduction of big data tools
The most remarkable and vivid advertising campaigns and projects of the 2010s
Notes
References
8 Understanding advertising in modern Russia: Role, functions, and problems
Introduction
Advertising in Russia: A constantly evolving discipline
Specifics of pre-, post-, and Soviet advertising
Advertising in new Russia: Mapping the industrial landscape
Commercials
Political advertising
Social advertising
National features of advertising in Russia: The Russian character
Russian advertising in the digital era: A strategic paradigm
Legal regulation of advertising activity problems in Russia
Advertising market results: 2017–2019
Conclusion
References
Part IV Examples of current studies in Russian communication(s)
9 Media relations in contemporary Russia: Media catching
Introduction
Media catching in the West
Media catching in Russia
Media catching and agenda-setting
A concent analysis of media catching in Russia
References
10 Social media and Russian society
Introduction
Brief history of Runet
Users’ behavior
Social media and political engagement
Conclusion
References
11 How advertising agencies are transforming: View from Russia
Introduction
It’s time to move
Why agencies need transformation
Changing paradigms
Future role for agencies
Integrated marketing communications
Implications and opportunities for marketers
1) Williams’ Trend 1: “‘Everything as channel’: Plan touch points and communication channels, not media;start with owned, ...
2) Williams’ Trend 2: “‘Brand experience’: Help optimize experience of the brand, not just perception; help your clients ...
3) Williams’ Trend 3: “‘Consumer as media’: Understand not just the demographics, but the technographics of your ...
4) Williams’ Trend 4: “‘Utility instead of persuasion’: Put more effort into helping consumers instead of selling to ...
5) Williams’ Trend 5: “‘From one-to-many to one-to-one’: Soon, all media will be both searchable and addressable; ...
6) Williams’ Trend 6: “‘From digital department to digital competency’:Digital must be at the core of the agency business ...
7) Williams’ Trend 7: “‘From controlled communication to open conversation’: Learn to market ‘consumer to consumer’, ...
8) Williams’ Trend 8: “‘From high volume/low margin to low volume/high margin’: Realize that the traditional agency cost ...
9) Williams’ Trend 9: “‘From full-scale to agile’: An always-on marketing program requires agile teams and an agile ...
Russian holdings’ view on “Agency 2.5”
Changes in the communication industry
Integrated marketing communications
Challenges leading to Agency 2.5
Future agency
Role of the agency
Future agency professions
Conclusion
References
12 Hybridity of crisis communication professional discourse in Russia
Introduction
The emergence and development of crisis communication professional discourse
The cross-cultural dimension of crisis communication
Crisis management and communication discourse in Russia
Pilot study: Critical discourse analysis of a crisis communication conference program
Black PR defense frames in communication with the audience
Conclusions, limitations, and suggestions for future research
Appendix 12.1: Conference announcement
About the Conference
References
13 Communication and health knowledge production in contemporary Russia from institutional structures to intuitive ecosystems
Introduction
When it comes to health, who is the communicator?
Foundations of Russian health communication: Reforms, the reformers, and the reformed
“I am a professional patient, like many of you here …” (Co-chair, All-Russian Patients Union, Public Speech at All-Russian ...
References
Part V Conclusion
14 The future of Russia’s strategic communications: An effects-based approach
References
15 Conclusion: What is next for strategic communication(s) in Russia?
What is next for strategic communication(s) in Russia?
The present and the future of communications, according to the Russian Association of Public Relations
Trends in communications and advertising, according to Russian advertising professionals
Strategic communication(s) of the future, according to Russian educators
Future of strategic communications as a way to influence foreign audiences
Final thoughts
References
Index