КОММУНИКАЦИОННАЯ СТРАТЕГИЯ ПРОДВИЖЕНИЯ НАУЧНЫХ ПРОЕКТОВ В МЕДИАСРЕДЕ: ПРАГМАТИЧЕСКИЙ ПОДХОД

Abstract

Modern business approaches to promoting projects are being integrated into world science, so today scientific communicators become producers of scientific projects involved in promoting the project at the start. Professional communicators specializing in promoting scientific projects evaluate the project for the scientific community in terms of advanced scientific trends and the possibility of publishing the results of the work in prestigious scientific journals; for government authorities or businesses from the standpoint of applying the research results and assessing the prospects for investment. A huge number of daily published scientific papers makes it impossible to get acquainted with all of them, so there are so-called trends that need to be monitored: scientific conferences are devoted to trends today, which are set by trendsetters, leaders in a particular scientific field. The development of a high-quality algorithm for increasing the «weight» of a scientist is becoming more and more urgent. New methodologies make qualitative and quantitative evaluation of the scientist's expert opinion in the media environment and show the communication effectiveness of positioning (all mentions on all platforms are taken into account, considering the influence of the site and the involvement of a particular expert message). Placing publications in business media allows scientists to get feedback from stakeholders, and helps stakeholders to highlight cutting-edge research trends, channel financial resources in the right direction, combine scientific work with patent data, which, in turn, will facilitate analysing and forecasting commercialization of scientific results, etc. A trigger introduced into the media sphere by the scientific communicator has a certain ability to mediatize, which multiplies the next trigger and makes it possible to increase the efficiency of promoting a scientific project, contribute to the accumulation of a scientist's reputation capital and optimize the possibility of funding. This article analyzes the media promotion of a research institute project and evaluates its effectiveness.