Mass Communications Strategy and Practice of the Research Institutes of the Siberian Branch of the Russian Academy of Sciences

Abstract

Popularization of scientific knowledge influences the public perception of science. The popularization activities of scientific institutes are organized with the participation of the press services in accordance with the organization media strategy. The interaction of press services with the media contributes to the promotion of the scientific organizations brands and personal brands of scientists, increases the social significance and relevance of research areas, promote the results of scientific research. Currently, there is an increase in publication activity in the popular science field. A study was based on the media activities data of the institutes of the Siberian Branch of the Russian Academy of Sciences. It was conducted the interdependence of the number of media publications on the availability of press structures in scientific institutions. Analysis of the communication activities of scientific organizations allowed to identify three options for interaction strategies with the media of the institutes of the SB RAS.