Textbook by the Institute of Media, Social Sciences and Humanities Wins in AKAR Competition on "Higher Education for Strategic Communications"

At the Faculty of Journalism of Lomonosov Moscow State University, within the framework of the 28th All-Russian Scientific and Methodological Conference of Heads of Advertising and Public Relations Departments, the winners of the competition organized by the Association of Communication Agencies of Russia (AKAR) have been awarded.

The "Advertising and Public Relations in New Media" textbook is a collective work by teaching staff of the Department of Journalism, Advertising and Public Relations of the Institute of Media, Social Sciences and Humanities, edited by Doctors of Sciences (Philology) Lidiya Lobodenko and Liudmila Shesterkina. It won the competition of the Association of Communication Agencies of Russia for the best textbook. The content of the textbook is aimed at studying the theoretical foundations and practical approaches to organizing advertising activities and public relations.

The textbook examines modern forms of organizing advertising activities and public relations, their status in society, development trends and issues of evaluating effectiveness. The content and specifics of advertising and communications in new media are comprehensively revealed. Attention is paid to classification criteria, the essence of the concept and the specifics of new media. Specific directions and examples of using corporate public relations strategies for the successful positioning of a company are provided. The specifics of developing websites for commercial use are shown. PR and advertising on the Internet and social networks, tools for promoting goods, brands and services, contextual, banner and targeted advertising are discussed in detail. Hands-on examples of well-known Internet marketing agencies are given. Comprehensive assessments of the effectiveness of PR and advertising tools (both quantitative and qualitative) are given.

"The main factors that have most radically changed the global and Russian advertising industry in recent years, and, consequently, the requirements for teaching advertising and public relations, have been the rapid digitalization of society, economic and geopolitical factors. Among the main issues in training specialists for the advertising and PR industry is the lack of modern practical textbooks in connection with all the rapid changes that have been taking place in business and the media industry system in recent years," commented the Director of the Institute of Media, Social Sciences and Humanities, Doctor of Sciences (Philology), Professor at the Department of Journalism, Advertising and Public Relations Lidiya Lobodenko.

Advertising and public relations in the modern world have become an integral part of the sociocultural, political and economic life of society. Being a complex and multifunctional phenomenon, advertising and public relations are firmly woven into economic production and sales. In culture, they exhibit such qualities as communication, entertainment, creation and broadcast of visual images and cultural codes, becoming important channels for the creation and dissemination of culture. Society is interested in high-quality advertising, in certain rules, restrictions and specialists who work effectively and in a civilized manner in the market of advertising and PR communications.

"At the annual conference of heads of advertising departments under the auspices of AKAR, key issues of advertising and PR research, issues of interaction between advertisers and representatives of advertising, PR and media industries are actively discussed. Today, in the Russian Federation there are dozens of departments of advertising, PR, marketing and related disciplines, which successfully train specialists for various industries and fields of activity and are distinguished not only by the good organization of the educational process and the high professional level of teachers, but by the active involvement of practitioners in the training process," said Doctor of Sciences (Philology), Head of the Department of Journalism, Advertising and Public Relations of the Institute of Media, Social Sciences and Humanities Liudmila Shesterkina.

The textbook was developed for university students studying in the specialties 42.03.01 Advertising and Public Relations and 42.03.02 Journalism.

Teaching staff of the department also took part in the AKAR conference, as a result of which a collection of articles devoted to research issues in the communication process, as well as teaching media communications, advertising, public relations and related disciplines was published.

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