Strategic Communications in Russia: Public Relations and Advertising

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