Presentation on International Conference in Milan, 26th of May, 2015

1. 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

2. 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
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3. the leading innovative
project of the Russian
education in the humanities
based on new methods of
teaching and new
approaches to research in
the humanities
combining best
achievements of both
Russian and foreign
scholarship
widely 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 Centers
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4. Faculty of Journalism
320 students
Academic Staff – 35 persons
5 Departments
Student TV Channel
Production Center
Educational Activity
Bachelor Program (4 years)
BACHELOR OF JOURNALISM
specialization: TV, International Journalism
Master Program (2 years) 4

5. Faculty of Journalism
Our Advantages:
Educational Model= Basic Humanitarian
Preparation + Mastering the Technical Skills of
the Modern Journalist
Specialization on Electronic Media
Opportunities of Professional
and Career Development
Combination of practical
journalism and media
researches 5

6. Media
TELEVISION RadioRadio
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7. Print Media:
1)Newspaper
2)Magazine
Audio Media:
1)Radio
Audio-Video Media:
1)Television
2)Internet

8. 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/.
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9. Global media trends 2015
(on materials of McKinsey&company)
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10. Global media trends
Shift to Mobile and Beyond
Personalization or the "Youniverse”
Social Media Impact in Communication
Brand Journalism
Evidence – Based
Image is all
Power of Communicating
 purpose
Integrated communications
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11. Another view
1. Custom Connectivity & Creativity
2. Responsive Environments
3. Alternate & Enhanced Realities
4. Content is Currency
5. New Mobility
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http://www.havasmedia.com/our-
thoughts/global-media-trends

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13. 13

14. 14

15. Integrated global model of media
(acc. prof. Jan Ekecrantz)
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16. 16

17. 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.
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18. Add social marketing ……
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19. 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
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20. Framework
• Multidisciplinary and complementary
strategies are required to change behaviour
• Research based (audience-centered)
• Long-term
• Monitoring and evaluation
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21. 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 - Politics
Stimulate policy that influences
voluntary behavior change
(system and environmental
change) 21

22. 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
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23. Social marketing is not…….
• just advertising
• just communications
• an image campaign
• ‘expert’ driven
• done in a vacuum
• a quick process
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24. Social marketing is…….
Promotion of the way of
life
Promotion of the way of
life
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25. Professional association
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26. 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?
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27. 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
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28. 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
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30. 30

31. We use……
We are in Facebook:
https://www.facebook.com/groups/lcbsww/
https://www.facebook.com/LCBSWW?
ref_type=bookmark
We are in WWW
http://www.uniquality.it/index.html
We are in printing materials
We are in conférences and
social events
We are in webinars 31

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33. Informational
agenda
Informational
agenda
Media communications
Professional identity Social marketing
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34. 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
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35. Thank you!
• http://ccce.com.washington.edu/projects/ass
ets/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/me
dia_and_entertainment/latest_thinking/globa
l_media_report_2014 35

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37. Contacts
•Dr. Veronika Yarnykh
vyarnykh@gmail.com
www.rsuh.ru
http://media.rsuh.ru
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