Класифікаційна характеристика медіа-консалтингу як сегменту українського ринку інтелектуальних послуг

Abstract

Media consulting is a rather new and therefore insufficiently researched kind of consulting in the intellectual services market of Ukraine. However, it should be noted that this type of activity is supported by a significant practical basis, which is based on the activities of specialists in this sphere. The theoretical foundation for consulting in general may be that they consider aspects common to all areas of counseling, including media consulting. The urgency of the research is that it proposes a specific definition of media consulting; gives its characteristic features; analyzes the relationship between the concepts of media consulting, PR consulting and communication consulting. The scientific work proposes also a typology of media consulting services in terms of functions and typology of companies that provide such services in range of their activities. The objective of the study is to study the Ukrainian realities and peculiarities of media consulting as a basis for a new direction in the publishing sector. To achieve this goal, a list of such tasks was defined: 1) to specify the concept of media consulting; 2) to create a typology of basic services in the structure of media consulting; 3) to identify the prospects of implementing media consulting services in the structure of publishing activities. A number of methods of scientific knowledge have been used to achieve the goals and objective of the study. Analysis and synthesis were used to reveal the essence of the concept of media consulting. Analysis of the activity of media consulting organizations allowed finding out the specifics of publishing services in the structure of media consulting. The system method allowed to systematize media consulting services and to create a classification of companies that provide such services in range of their activities. The method of forecasting allowed describing the prospects for implementation of media consulting services in the structure of publishing activities