Corporate newspaper as a communication channel and a means of accumulating the reputation capital of a scientific organization

In the context of the current state of Russian corporate periodicals, the authors analyze the newspaper of the Tomsk Scientific Center of the Siberian Branch of the Russian Academy of Sciences (TSC SB RAS) Akademicheskiy prospekt [Academic Avenue]. They explore the experience of this newspaper taking into account the specifics of the TSC SB RAS and Tomsk Akademgorodok as a territory with a high concentration of scientific, technological and human capital, with established scientific and social traditions. The authors determine the main stages of the newspaper's development, its thematic blocks (popular science, image, problems, culture, and sports) that correlate with the model of the image of a scientific organization proposed in the article: traditions of advanced science, belonging to a corporation, TSC SB RAS as an integrator of the territory of Akademgorodok and a successful scientific organization. The authors show the importance of the value aspect and the integrated nature of corporate communications, the core of which is the corporate newspaper. Akademicheskiy prospekt integrates communications not only of the TSC SB RAS as a separate scientific institution, but also of all institutes located on the territory of Tomsk Akademgorodok. The editorial board builds communications in several significant areas, implementing educational (popularization of scientific knowledge), image-making (positioning the image of the founder as a scientific organization and integrator of social and communicative processes in Akademgorodok) and social (interaction with the population of Akademgorodok) functions. The high-quality specialized content produced for the corporate newspaper not only successfully solves the problem of internal communications, but also effectively organizes external communications (website, social networks). The popular science orientation of the content makes it in demand for placement in the federal media. All this is directly related to the basic values in the name of which the organization works - the generation of new knowledge, the development of technologies, and, consequently, the formation of a scientific picture of the world in the minds of the public and the increasing of the prestige of the local scientific community.

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