The article analyzes the publicity of a research institution and an expert in Russian public business media before and after conducting a PR campaign for promoting a subject in the digital media.The technology of advancement is defined as planning and implementing the media activity of a PR subject through media relations in order to optimize communication with key external stakeholders: research funds, research organizations and institutions, sponsor-organizations, scientists and experts.The empirical base of the article consists of publications created in the course of a PR campaign for promoting scientists, published in printed and online versions of the social business media (newsmaking, op-ed, expert interviews) and processed with the help of the 'Medialogia' (https://www.mlg.ru/).The article demonstrates the influence of a scientist's media activity in business media on the increasing the reputation capital of a scientific institute and a leading expert, raising interest in the scientific projects as well as increasing the citation index in peer-reviewed scientific journals. The article shows that including the scientist's expert commentary into the current media agenda and the emergence of the full nomination of a scientist in the leads of business media have a profound effect in the digital environment.

Original languageEnglish
Title of host publication2019 Communication Strategies in Digital Society Workshop (ComSDS)
Subtitle of host publicationProceedings
PublisherIEEE Canada
Number of pages6
ISBN (Electronic)978-1-7281-1584-9
ISBN (Print)978-1-7281-1585-6
Publication statusPublished - 2019
EventSeminar IEEEE «Communication Strategies in Digital Society Workshop (ComSDS), 2019 IEEE» - LETI, Санкт-Петербург
Duration: 10 Apr 201910 Apr 2019

Publication series

NameIEEE Industrial Electronics Magazine
PublisherInstitute of Electrical and Electronics Engineers Inc.
ISSN (Print)1932-4529


SeminarSeminar IEEEE «Communication Strategies in Digital Society Workshop (ComSDS), 2019 IEEE»
CountryRussian Federation

Scopus subject areas

  • Marketing
  • Computer Networks and Communications
  • Information Systems and Management
  • Social Psychology
  • Education
  • Sociology and Political Science
  • Communication
  • Strategy and Management

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