Online promotion of the media institution: principles and strategies. Case study: public company "Teleradio-Moldova"

Abstract

We are witnessing a dominance of the digital that changes the behavior, approach and perception of the consumer/ user on the reality in which we live and the way we think and act. Thus, the pace of online emergence dictates the need to implement strategies and plans to emanate the capacities of viable interconnection between the real and the digital world, which participate in the formation of personal or institutional identities from the online structural optics. In context, the virtual phenomenon imposes presence and attitude, and these things also attract visibility and content effects. From this perspective, the given article comes to demonstrate how information architecture takes on new dimensions and you become a ,,digital resident” regardless of the status you have in the online area: whether you have the role of sender of messages or receiver of contents. The integration in the digital space of the media institution and ensuring dynamism and interactions with the user/consumer audience can be perpetuated by means of promotion strategies, which in turn maximize performance, the ability to incorporate the traditional channel to new media standards through innovation and competitiveness.