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Veronika Yarnykh_Media&Policy_Milan_26May

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Veronica Yarnykh
Veronica Yarnykh

Dr. Veronica Yarnykh presented on the role of media communications in social marketing and professional identity. She discussed how media shapes societal agendas and how social marketing can influence behavior change. She also explained the importance of professional associations and education in developing a professional identity for journalists. RSUH, where she teaches, takes an integrated educational approach combining practical journalism skills with media research.

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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 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 3
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
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
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 Beyond Personalization or the "Youniverse Social Media Impact in Communication Brand Journalism Evidence Based Image is all Power of Communicating purpose Integrated 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
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Integrated global model of media (acc. prof. Jan Ekecrantz) 15
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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 - Politics Stimulate 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 Whats new in practice? Whats 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. 損 Themes of discussion Speech speakers with real situations and practices in business Discussion with the participants about exciting questions 28
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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 conf辿rences and social events We are in webinars 31
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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/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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Contacts Dr. Veronika Yarnykh vyarnykh@gmail.com www.rsuh.ru http://media.rsuh.ru 37

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Veronika Yarnykh_Media&Policy_Milan_26May

  • 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 2
  • 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 3
  • 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
  • 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/. 8
  • 9. Global media trends 2015 (on materials of McKinsey&company) 9
  • 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 10
  • 11. 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. 12
  • 13. 13
  • 14. 14
  • 15. Integrated global model of media (acc. prof. Jan Ekecrantz) 15
  • 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. 17
  • 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 19
  • 20. Framework Multidisciplinary and complementary strategies are required to change behaviour Research based (audience-centered) Long-term Monitoring and evaluation 20
  • 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 22
  • 23. Social marketing is not. just advertising just communications an image campaign expert driven done in a vacuum a quick process 23
  • 24. Social marketing is. Promotion of the way of life Promotion of the way of life 24
  • 26. Experts want.. New informational and discussion platform Same status same tasks Benchmarking Whats new in practice? Whats new in market? How to use it? 26
  • 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 27
  • 28. UNICOMPLIANCE CLUB The theme of our meeting Turbulence. People. Opportunities for development. 損 Themes of discussion Speech speakers with real situations and practices in business Discussion with the participants about exciting questions 28
  • 29. 29
  • 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 conf辿rences and social events We are in webinars 31
  • 32. 32
  • 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 34
  • 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
  • 36. 36

Editor's Notes

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