This book serves as a reader exploring the scholarly inquiry, professional education, and practice of Russian public relations and advertising in multiple contexts. It examines significant parts of what can be encompassed under the umbrella of strategic communications, including public relations and advertising, rather than investigating all areas of communication in Russia.
Within the context of Russia’s history, culture, and ideology, the book begins by tracing the development of communication as a field, as a discipline, and as a social institution in Russia. It then samples current studies in Russian strategic communications, examining this professional specialization’s current state and likely future directions. The book’s authors are mostly Russians who are experts in their specializations. Chapters are predicated upon the premise that this is an exciting time of great opportunity for Russian strategic communications. However, in Russia, exploiting such opportunities for strategic communications scholarship, education, and professional practice presents challenges within the context of that nation’s cultural, historical, and ideological heritage that presently may be unique. The book concludes with a prognosis of the future of Russian strategic communications.
The book is recommended reading for a worldwide audience of strategic communications scholars, educators, students, and practitioners. Such readers will find the book of interest and of unique value as the book will help them to better understand, appreciate, and respect Russian strategic communications, its genesis, and present state.
Table of Contents
PART I: Views on strategic communication(s) in Russia 1: What is (are) strategic communications in Russia? 2: Russian strategic communications on the global stage 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: Communication development as a result of society’s modernization 4: The history of the development of public relations as an institutionalized field and as a discipline in the post-Soviet space PART III: The academic and professional development of strategic communications in Russia: Examining current and future challenges 5: The Russian Professional Public Relations Standard 6: Modern scientific knowledge of public relations and its objective-subjective field 7: Modern Russian legislation and regulation in advertising and advertising trends 8: Understanding advertising in modern Russia: Role, functions, and problems PART IV: Examples of current studies in Russian communication(s) 9: Media relations in contemporary Russia: Media catching 10: Social media and Russian society 11: How advertising agencies are transforming: View from Russia 12: Hybridity of crisis communication professional discourse in Russia 13: Communication and health knowledge production in contemporary Russia from institutional structures to intuitive ecosystems PART V: Conclusion: The future of communication(s) in Russia 14: The future of Russia’s strategic communications: An effects-based approach 15: Conclusion: What is next for strategic communication(s) in Russia? Index
Katerina Tsetsura is Gaylord Family Professor of Public Relations and Strategic Communication at the Gaylord College of Journalism and Mass Communication, University of Oklahoma, USA.
Dean Kruckeberg is a professor at the University of North Carolina at Charlotte, USA.