veronika yarnykh_media&policy_milan_26may
TRANSCRIPT
Dr. Veronica Yarnykh,Correspondence member IAELPS
Faculty of Journalism Russian State University for Humanities (RSUH)
Media communications as tool of social marketing and
providing of professional identify. Influence on society
Milan, 26th of May
Key points
• Media communications, their role in society and social policy. Integrated modern model
• Media communications as a social marketing tool. Formation of today agenda
• Professional associations and professional media education in professional identity
2
the leading innovative project of the Russian education in the humanitiesbased on new methods of teaching and new approaches to research in the humanities combining best achievements of both Russian and foreign scholarshipwidely using information technologies in education
RSUH is:
Founded in 1991
Faculties – 18
Number of Students – 33 000
Academic Staff – 1 810 persons
200 International Partners
15 International Educational and
Research Centers3
Faculty of Journalism320 studentsAcademic Staff – 35 persons5 DepartmentsStudent TV Channel Production Center
Educational Activity
Bachelor Program (4 years) BACHELOR OF JOURNALISM specialization: TV, International Journalism
Master Program (2 years)4
Faculty of JournalismOur Advantages:Educational Model= Basic Humanitarian Preparation +
Mastering the Technical Skills of the Modern JournalistSpecialization on Electronic MediaOpportunities of Professional and Career DevelopmentCombination of practical journalism and media researches
5
Media
TELEVISION RadioRadio
6
Print Media: 1)Newspaper
2)Magazine
Audio Media: 1)Radio
Audio-Video Media: 1)Television
2)Internet
Future of Media
Baekel. T. (April 27, 2009). Where is everyone? Baekel Online Magazine. Retrieved from http://www.baekdal.com/articles/Management/market-of-information/.
8
Global media trends 2015 (on materials of McKinsey&company)
9
Global media trends Shift to Mobile and BeyondPersonalization or the "Youniverse”Social Media Impact in CommunicationBrand JournalismEvidence – BasedImage is allPower of Communicating purposeIntegrated communications
10
Another view
1. Custom Connectivity & Creativity 2. Responsive Environments 3. Alternate & Enhanced Realities 4. Content is Currency 5. New Mobility
11
http://www.havasmedia.com/our-thoughts/global-media-trends
12
13
14
Integrated global model of media(acc. prof. Jan Ekecrantz)
15
16
The Public Agenda
• The media plays an important role in determining which problems we hear about.
• These problems are typically the ones the government tries to fix.
• Some news organizations have a lot of influence on political leaders.
17
Add social marketing ……
18
What is social marketing?
• Use of marketing principles and techniques to influence a target audience to voluntarily accept, reject, modify, or abandon a behavior for the benefit of individuals, groups, or society as a whole.
Kotler et al., 2002
19
Framework
• Multidisciplinary and complementary strategies are required to change behaviour
• Research based (audience-centered)• Long-term• Monitoring and evaluation
20
Implications (Product, Price, Place, Promotion)
• New or improved offering (behavior, product, service) to make it more attractive (benefits) and easy (barriers)
• Ways of making it less costly or time consuming
• Ways to reduce barriers and improve access• Messages, channels, messengers
F. Lagarde, 2004 5P - PoliticsStimulate policy that influences voluntary behavior change (system and environmental change) 21
What is different from commercial sector marketing?
• Product sold: goods and services vs. behaviour change
• Goal: financial gain vs. individual/societal gain• Competition: other organisations offering
similar goods vs. current or preferred behaviour
22
Social marketing is not…….
• just advertising• just communications• an image campaign• ‘expert’ driven• done in a vacuum• a quick process
23
Social marketing is…….
Promotion of the way of life
Promotion of the way of life
24
Professional association
25
Experts want………..
• New informational and discussion platform • Same status same tasks • Benchmarking • What’s new in practice? What’s new in
market?• How to use it?
26
Sample - UNICOMPLIANCE CLUB
• New platform in market for discussion under Russian Chamber of Commerce
• The aim - to enhance the knowledge and stimulate the discussion about important and exciting questions related to business processes of our companies.
• No more 15-20 participants
27
UNICOMPLIANCE CLUB • The theme of our meeting ”Turbulence.
People. Opportunities for development. »• Themes of discussion
– Speech speakers with real situations and practices in business
– Discussion with the participants about exciting questions
28
29
30
We use……We are in Facebook: https://www.facebook.com/groups/lcbsww/https://www.facebook.com/LCBSWW?ref_type=bookmark We are in WWWhttp://www.uniquality.it/index.html We are in printing materialsWe are in conférences and social eventsWe are in webinars
31
32
Informational agenda
Informational agenda
Media communications
Professional identity Social marketing
33
Our challenges
• With developing media communication we increase local informational agenda
• Increasing of role of professional and expert agenda
• Personalization of global agenda• Combination of social marketing and media
communication• Problems of professional identity of
professional journalism education 34
Thank you!• http://ccce.com.washington.edu/projects/assets/
working_papers/Bennett-Changing%20SocietiesChangingMedia-CCCE-WP2013-1%20.pdf
• http://www.social-marketing.com/whatis.html• http://www.havasmedia.com/our-thoughts/global-
media-trends• http://www.mckinsey.com/client_service/
media_and_entertainment/latest_thinking/global_media_report_2014
35
36
