Communications agencies in the modern Russian media sphere: the principles of work and market trends

This article analyzes the changes in the activity of communications agencies according to the development of modern information technology. The article describes the basic principles of communications agencies in the media sphere of Russia, such as - range of agencies services, different ways to promote them, etc. The article also describes the main types of agencies, the differences in the spectrum of their services, as well as differences in the wording of services depending on the region. The work is based on research (in-depth interviews with expert practitioners). The research also allowed to identify communications trends market and its future directions. As a result of research, we found that the majority of experts share the concept of the essence of communications agencies, and the range of services they provide. It indicates the presence of a common understanding of the functions of a "communications agency" in practice and possibly the imminent appearance of a single standard of services of such an agency. We can see the growth of digital-use tools and technologies in all aspects of communications agencies. There is also a reduction in the role of Public Relations in the whole complex of communication services (in the traditional sense, as a mechanism for building relationships with the media). There are differences in the spectrum of communication services in Moscow and St. Petersburg and other regions. Strategic planning is typical in metropolitan areas; tactical tasks that require quick solutions are popular in other regions of the country. It is important to note that the diversity of types and functions of communications agencies complicates their typology. The most logical and correct way is to classify agencies by type of tasks as strategic and tactical. Agencies no longer act only as an intermediary between the client company and the media. At this stage of the communications market, they represent the information interests of the client in all directions. Interaction with the media is only one of the functions of the agency. Forming a common communications strategy of the client, the agency manages information flows in all the media space. Agencies affect the daily news agenda. Clearly, the role of communications agency in the modern media sphere has changed. Agencies are active acting subjects that define the future information background of the media sphere.

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