Purpose Quality assurance (QA), once considered a means of evaluation and measurement, has become integral to reputational and managerial issues in universities. This paper aims to examine how four universities in Chile and Colombia internalize quality assurance in response to managerial and market needs. Design/methodology/approach This study adopts a comparative qualitative case study design. The authors reviewed institutional documents and interviewed 33 senior managers from two Chilean and two Colombian universities. Findings The translation of quality assurance is increasingly constrained by shared managerial rules, assumptions and practices. The analysis shows that, despite discursive differences in public and private universities, operational practices converge around strategic planning, performance monitoring and indicator-based evaluation. Research limitations/implications The study focuses on the perspectives of senior managers and excludes the views of middle managers, faculty and students. Practical implications Introducing QA schemes with greater flexibility regarding the unique context of different universities, fostering frameworks that recognize institutional diversity and social missions, and creating spaces for open discussion of performance metrics. Social implications Development of QA as an instrument of reflexive governance that reconciles accountability with research and education as public goods that generate public benefits. Originality/value This paper shows how quality assurance has evolved from an evaluative tool into a mechanism of market-driven university governance. It explains this by drawing on academic capitalism, specifically the market and market-like behavior of universities to obtain external resources, as well as the concepts of organizational isomorphism and translation theory.

Purpose This study aims to examine the potential of tourism social enterprises to contribute to the Sustainable Development Goals (SDGs), as the 2030 deadline approaches. While the public sector plays a central role, private actors such as social enterprises can reconcile economic, social and environmental imbalances. By focusing on Fiji, a small island state heavily reliant on tourism, this research highlights the extent to which tourism social enterprises contribute to sustainable development and identifies how their activities align with the global agenda. This study further considers policy implications for enhancing their enabling environment. Design/methodology/approach This research adopts a qualitative case study approach, using tourism social enterprises in Fiji as the unit of analysis. Data were collected through interviews, document analysis and stakeholder engagement to examine how these enterprises generate impacts aligned with the SDGs. The analysis mapped enterprise activities against the 17 SDGs, identifying areas of contribution and potential gaps. This approach enabled an in-depth understanding of the role of small to medium-sized tourism social enterprises in advancing sustainable development in small island economies. Findings This study demonstrates that tourism social enterprises in Fiji actively contribute to 14 of the 17 SDGs, with particularly strong links to goals related to poverty reduction, gender equality, responsible consumption and climate action. These enterprises combine business models with social and environmental missions, amplifying their developmental impact beyond economic outcomes. The findings also highlight systemic challenges, including limited resources, institutional support gaps and policy fragmentation, which constrain their contributions. Policy interventions and capacity-building initiatives are recommended to strengthen the role of social enterprises in advancing the SDGs. Originality/value This research provides novel insights into the intersection between tourism social enterprises and the SDGs, an underexplored area in both tourism and sustainability scholarship. By situating the analysis in Fiji, this study adds value to understanding sustainable development in small island developing states, where tourism is a primary economic driver. The findings offer practical implications for policymakers, emphasizing the importance of creating enabling conditions that foster the growth and impact of social enterprises. This study thus advances both theoretical and applied discussions on sustainable tourism and social entrepreneurship.

This study addresses a foundational question for social enterprise stakeholders: does broad access to commercial revenue generation compromise the social mission of social enterprises? With limited large dataset analysis directed at this question, the social implications of blending mission and market have not been well understood. We use ordered logit regression to compare service quality data from social enterprise Community Interest Companies (CICs) with other ownership models in the social care sector in England. We find that CICs outperformed for-profits and aligned with nonprofit and government-run organizations on key social care quality measures.

Introduction This systematic review explores the relationship between University Social Responsibility (USR) and mentoring programs within higher education institutions. The study aimed to identify how mentoring contributes to the development of ethical, civic, and social competencies aligned with USR principles. Methods A total of 15 scientific articles were selected based on inclusion criteria from databases including SciELO, Scopus, Web of Science, and EBSCO. The selected studies employed various methodologies: literature reviews (6), qualitative (5), quantitative (3), and mixed-methods (1). Results Findings revealed that while USR is increasingly acknowledged as a strategic and ethical imperative, it often remains fragmented and limited to extracurricular initiatives. Mentoring was identified as a key strategy to integrate USR values, promoting student development, institutional engagement, and social transformation. However, challenges such as curricular disconnects, limited institutional support, and insufficient impact assessment mechanisms were noted. Discussion The review highlights the need to institutionalize USR through policy, curricular reform, and participatory methodologies. It concludes that mentoring, when aligned with USR, enhances student formation and supports universities’ contributions to the Sustainable Development Goals. Future research should further explore this integration to strengthen the social mission of higher education.

Research methodology This case was developed from both primary and secondary sources. The secondary sources included industry reports, news articles, books and official company websites. The primary sources included interviews with Mr Dilip Rajan, Chief Operating Officer and member of the Managing Board along with senior leadership functionaries from the departments of Finance, Human Resources and Marketing. An interview with the representative of Knowledge Transfer activities at the company was also conducted. Besides the interviews, the Author attended meetings and visited the facilities at the company Headquarters in Bangalore. Case overview/synopsis The “Building purposefully and sustainably through innovation: The transformation at East-West Seed, India” case explores the strategies of revival and transformation by the innovative company East-West Seed India (EWIN to meet its sustainability goals. EWIN- was the Indian arm of the global leader in tropical hybrid vegetable seeds –the East-West Seed Group. Simon Groot, the winner of the World Food Prize 2019 and the Founder of East-West Seed Group, made it his life’s purpose and the mission of his company to serve the interests of small-scale and marginalised farmers through agricultural innovation. But when the Group’s Indian arm in the second largest vegetable market in the world faced a financial crisis in 2018, following stagnant growth for almost three years, it jeopardised the company’s ability to sustain itself and contribute to United Nations Sustainable Development Goals, particularly SDGs 8 (decent work and economic growth) and 12(responsible consumption and production). Dilip Rajan, the General Manager of East-West Seed India (EWIN) and now the Chief Operating Officer and member of the Managing Board at East-West Seed International, must address these problems at the company because they were debilitating the company’s innovativeness, critical for its success. Additionally, he must ensure that the company deepens the trust of its most significant stakeholder, the smallholder farmers. This will ensure that the company can achieve its social mission of radically improving the lives of marginalised farmers through agricultural innovation. Complexity academic level This teaching case is designed to expose learners to organizational hybridity in purpose-driven enterprises. Students navigate the practical and strategic challenges of balancing the dual goals of profitability and social impact. The case encourages analysis of these challenges within a competitive and dynamic market, using the lenses of strategic management, sustainability-oriented innovation, and corporate social responsibility for sustainable development. While most suited for postgraduate students, the case can also provide valuable insights for advanced undergraduate learners studying these courses.

This article examines the concept of consumer empowerment as a strategy for co-creating value in non-governmental organizations (NGOs). These organizations play an important role in contemporary society. They often address social, economic, and environmental challenges that neither government institutions nor the private sector are able to overcome effectively. Due to their unique position, NGOs are able to mobilize communities, leverage specialized skills, and initiate changes that have a long-term impact. NGOs make a particularly important contribution to solving problems that require community-based, people-oriented solutions. The authors emphasize that the role of these organizations is becoming increasingly important where other actors are unable to meet the needs of society. Because their activities are based on a social mission and a focus on the public good, NGOs are becoming important drivers of social innovation and the strengthening of civil society. Although consumer empowerment and co-creation of value are widely discussed in academic literature and widely used in business, their application in the NGO sector remains fragmented and requires deeper theoretical justification. With this in mind, this article aims to broaden the understanding of how empowerment can strengthen stakeholder participation, organizational transparency, trust, and social value creation.Classic studies on consumer empowerment have shown that by giving consumers more power to make decisions or contribute to service development, organizations encourage greater motivation and loyalty. In a business context, empowered consumers become not only service recipients but also sources of innovation, actively participating in value creation processes. This logic has gradually been transferred to the NGO sector, where consumers (community members, volunteers, donors, service recipients) can contribute not only to the shaping of services, but also to the implementation of the organization's mission, the resolution of social problems, or the initiation of innovations.Digitization has further strengthened the importance of empowerment. Digital platforms, social networks, and artificial intelligence solutions provide users with new opportunities for engagement, allowing them to exchange information more quickly, provide feedback, participate in consultations, and have a real impact on organizational decisions. Such tools increase transparency and become an important communication network through which NGOs can strengthen their reputation, accountability, and community trust.Based on a review of the literature, the article identifies four dimensions of consumer empowerment that are particularly relevant in the context of NGOs: informational, participatory, psychological, and technological. The informational dimension emphasizes that transparent, understandable, and accessible information is the basis of empowerment. Only informed consumers can make informed decisions, critically evaluate the activities of organizations, and actively participate in co-creation. The participation dimension reveals that empowerment is not only about receiving services, but also about the opportunity to participate in the development of decisions, services, or organizational strategies. Participation can take the form of consultation, cooperation, volunteering, or involvement in decision-making processes. The psychological dimension emphasizes internal user attitudes, such as self-confidence, a sense of competence, and perceived influence. Users who feel that their involvement is meaningful and has an impact tend to cooperate more actively, remain loyal and involved for longer. The technological dimension highlights the ability of digital tools to expand forms of empowerment, allowing NGOs to reach wider audiences, gather insights in real time, and create interactive co-creation practices.In order to integrate these four dimensions into a coherent system of user empowerment, the article draws on the DART model, which encompasses dialogue, access, risk sharing, and transparency. Dialogue enables the creation of bilateral relationships, access provides users with the necessary information and resources, risk sharing strengthens partnerships, and transparency increases trust. The conceptual framework proposed in the article explains how the DART model acts as an intermediary mechanism, linking the four dimensions of empowerment with the final outcomes: greater stakeholder satisfaction, organizational innovation, stronger community cohesion, and a stronger NGO reputation.In summary, the article reveals that consumer empowerment in the NGO sector is a complex phenomenon that takes on both managerial and social characteristics. However, a review of the literature reveals a clear gap in research that systematically analyzes how different dimensions of empowerment affect co-creation processes in NGO activities. Therefore, further research is needed to understand the specific contexts of NGOs in which empowerment can contribute most to the creation of social value and the sustainable development of organizations.

Based on the conceptual definition of the Art Guidance course for music master’s students, this article explores paths and strategies for deeply integrating ideological and political education with artistic re-creation within the course. Currently, the Art Guidance course in practice primarily focuses on cultivating professional skills, while ideological and political education is often marginalized or shallowly integrated, resulting in weak connections between artistic re-creation and social responsibility or cultural mission. This article proposes that the Art Guidance course should take ideological and political education objectives as the leading guide, design cross-disciplinary, contextualized, and case-driven teaching content and methods around creation themes with social significance and historical value, and promote the organic unity of artistic expression and ideological values during the re-creation process. Innovations in teaching methods—such as situational teaching, case teaching, heuristic discussion, and project-based practice—not only stimulate students’ creativity and ideological-political awareness, but also encourage them to actively engage with social issues and cultural inheritance during artistic re-creation, strengthening their sense of social responsibility and value formation. Through these reforms, the Art Guidance course can effectively enhance both professional artistic literacy and ideological-political competence, enabling artistic re-creation to serve as an important carrier of ideological expression and social responsibility, and cultivating high-level music talents who possess both artistic capability and a sense of cultural mission.

This article presents a systematic literature review, qualitative, about the scientific production on extension in higher education in the Latin American context (SciELO, January 2015 to July 2024), with the objective of outlining an overview of this and identifying how extension has been interpreted and implemented. From 2,790 initial records, after exclusion of duplicates (n=1,200) and screening (n=466), a predominance of experience reports was found, indicating an eminently practical character attributed to extension, despite the growing academic interest. For in-depth analysis, a corpus of nine articles was selected with an explicit focus on extension as an object of study and direct empirical data with its agents, such as students, teachers, administrators, and the external community. The characterization of this corpus revealed studies that were mostly from public universities, qualitative, and focused on the academic community, and indicated a field that still faces challenges in terms of funding and specialized research in the area. The discursive textual analysis resulted in two final categories: purpose of extension and development of extension. Regarding the purpose, expressed in social commitment and academic training, a heterogeneity of meanings and practices emerged, with a predominance of more instrumental and diffusionist conceptions. Regarding its development, it was observed a trend of management processes oriented towards quality and impact measurement. Furthermore, despite the persistent strength of the ideals of the University Reform of 1918, the analysis indicates a cycle of disrepute of extension, evidenced by low institutional support, challenges in motivating teachers and students, reduced qualified scientific production on the topic and scarce funding, impacting the achievement of the university's transformative social mission in the region.

Medical schools worldwide are integrating social accountability into admissions to address health inequities, improve workforce distribution and enhance population health outcomes. While foundational frameworks exist, implementation outcomes of specific admissions policies remain underexplored. This scoping review maps how social mission mandates are operationalized within medical school admissions and examines reported impacts on applicant diversity, geographic representation and workforce alignment. We conducted a scoping review using the Joanna Briggs Institute and Arksey & O'Malley frameworks. MEDLINE, Embase, Web of Science, ERIC and Education Source were searched from inception to 8 August 2024. Studies were included if they examined MD admissions incorporating defined social mission objectives and reported selection or enrolment outcomes. Screening and data extraction were performed in duplicate, and findings were synthesized descriptively and categorized inductively, and we reported findings following PRISMA-ScR guidelines. Seventeen studies (1994-2022) met inclusion criteria, spanning North America, Australia, Oceania, Europe, Africa and the Caribbean. Although searches ran to 8 August 2024, the newest eligible studies meeting our inclusion criteria were published in 2022. Three main categories of social accountability emerged: (1) Geographic and Practice Location, with admissions strategies targeting rural and underserved regions and reporting improved local retention; (2) Sociodemographic Equity, emphasizing admissions pathways for applicants from Indigenous, low-income, racialized and marginalized groups; and (3) Workforce Composition, focusing on recruiting future primary care and generalist physicians for underserved areas. Despite promising outcomes, including increased diversity, rural representation and generalist intent, several studies reported implementation challenges, inconsistent alignment with institutional missions, and limited long-term outcome tracking. Social mission-driven admissions frameworks can advance physician workforce equity and alignment with community needs. However, their success depends on sustained investment, supportive institutional structures and integration across the education continuum.

In the context of dynamic development of social entrepreneurship, there is a growing need for effective internal control as a tool for ensuring sustainability, transparency and effectiveness of organizations. This paper examines the theoretical foundations and methodological approaches to internal control in social entrepreneurship, including its goals, functions, mechanisms and tools. Particular attention is paid to the specifics of internal control in socially oriented organizations, taking into account the dual nature of their activities a combination of commercial goals with a social mission. Modern methods of risk assessment, internal audit and monitoring of key performance indicators are analyzed. Based on the analysis of domestic and foreign experience, recommendations are proposed for improving the internal control system aimed at increasing the efficiency of social enterprise management. The work can be useful for managers of social enterprises, researchers in the field of internal control and entrepreneurship, as well as specialists involved in the development of sustainable development strategies. The significant scientific contribution of this work lies in identifying and characterizing the main directions for the development of theoretical aspects and the methodology of internal control application in social entrepreneurship. The practical significance of the study is reflected in the applicability of its results for improving the organizational mechanisms of the internal control system in social entrepreneurship. The implementation of the research findings will enrich both the theory and practice of internal control with modern tools and methods aimed at enhancing the effectiveness of social entrepreneurship development. The practical value of the work consists in the potential application of its results in the design and implementation of programs for the development of the internal control system in social entrepreneurship.

In the digital era, community enterprises face mounting pressure to integrate technology while maintaining their social and economic missions. Entrepreneurial leadership competencies (ELCs) are critical to navigating digital disruption and fostering sustainable development in these organizations. This study employs a scoping review methodology, guided by the PRISMA 2020 framework, to identify key ELCs required for community enterprises operating in digitally dynamic environments. A total of 16 peer-reviewed studies published between 2015 and 2025 were systematically selected from five major databases: Scopus, Web of Science, EBSCOhost, ProQuest, and Google Scholar. Five thematic clusters of ELCs emerged from the synthesis: (1) visionary and strategic orientation, (2) digital literacy and platform management, (3) innovation and adaptability, (4) risk management and cybersecurity awareness, and (5) community and stakeholder engagement. While these competencies offer a comprehensive framework for digital leadership, notable gaps remain in cybersecurity training and AI adoption. The findings inform both practice and policy by highlighting essential leadership capacities that enable community enterprises to thrive in the digital economy while remaining socially grounded. This review contributes to the literature by offering an integrated, evidence-based competency framework tailored to community enterprises in the context of digital transformation.

The rapid development of digital technology has significantly transformed media consumption patterns, including the way audiences engage with radio content. The emergence of radio on-demand services offers flexibility, content personalization, and user control over time and content selection, reflecting a paradigm shift from passive to active media consumption. This research took into Radio Republik Indonesia (RRI) Batam, as a public service broadcaster operating in a border region such as Batam, Indonesia, it served a diverse audience. Also, this study has a research gap by examining how motivation, consumption patterns, and the gap between gratification sought and gratification obtained influenced listener satisfaction with RRI Batam’s radio on-demand services. This research using a quantitative method with using survey method involving 355 purposively selected respondents who listened to RRI Batam’s on-demand content. The data were collected by online questionnaires using a five-point Likert Scale. Also the analysis included validity, and reliability testing, descriptive statistics, multiple linear regression, and discrepancy analysis to assess the alignment between expected and actual gratifications. The findings reveal a moderate discrepancy between gratification sought and gratification obtained, although the indicating that RRI Batam meets some audience needs, gaps remain. Motivation and consumption patterns were found affect the listener satisfaction, gaps remain. The relevance of Uses and Gratifications theory in understanding audience engagement with public radio in the digital era. This research contributes to the academic discourse based on the Uses and Gratifications framework in public media contexts and offers practical recommendations for optimizing radio on-demand services to border regions. Theoretically and practically by providing how public radio can adapt to changing audience behaviors and digital expectations while maintaining of heterogeneous audience as a social mission in the digital era.

In the face of an aging society, there is an increasing need to engage older adults through educational volunteering. The article is divided into two parts. In the first part, based on an analysis of the literature, reports, legal acts, and previous studies, the legal and ethical framework for volunteering in educational and upbringing institutions is presented, the main areas of senior engagement are identified, and the demand for their support in these institutions is determined. In the second part, drawing on original research, the potential, barriers, and benefits of older adults’ involvement in educational (tutoring) volunteering are discussed. The findings highlight key challenges – including complex formal procedures, inadequate recruitment channels, and concerns about teaching competencies – as well as significant benefits: a sense of impact, mitigation of loneliness, maintenance of digital skills, and the perception of their work as a social mission. The conclusions underscore the need to simplify procedures, ensure continuous pedagogical support, and optimize the student recruitment process. With appropriate institutional backing, senior educational volunteering represents an underutilized resource that can strengthen the education system and foster intergenerational bonds.

Repair as a social mission: Visible transformation of relationships The Child Benefits Scandal damaged individuals, families, but also relations with and within society. That is why this article studies what societal repair could entail. After all, despite all the money, personnel, and time spent on repair, those victimized experience these measures as inadequate. A systemic, society-wide approach is lacking. To go beyond individual recognition and financial compensation, we draw on the theory of transformative justice, resonance, and the justice continuum to present repair as a scale that includes micro, meso, and macro levels. This theory can help anchor and guide existing knowledge, energy, and initiatives. We present three perspective shifts to overcome the main obstacles for societal repair. These can be applied by a wide range of societal actors who are all implicated in the repair for the Child Benefits Scandal. We argue that repair is in fact the visible transformation of social relationships. It therefore concerns all of us.

The focus of this study is to describe the financial diversification strategy through the establishment of the Madrasah Islamiyah Foundation-Owned Enterprise (BUM YMI) as an effort to achieve economic independence in Islamic educational institutions. A descriptive qualitative approach was employed, with data collected through interviews, observations, and documentation. The findings indicate that the establishment of BUM YMI serves as a rational strategy to reduce fiscal dependence on external funding sources and strengthen the financial sustainability of the institution. The enterprise applies a related diversification model utilizing internal potentials such as school canteens, rental spaces, and educational supply services. Islamic economic values, such ta’awun, ‘adl and maslahah serve as ethical foundations within a hybrid governance system that balances social mission and profit orientation. The study concludes that integrating sharia principles with modern management practices can create a sustainable, adaptive, and equitable economic model for Islamic educational institutions.

The study examines the complexities of the Aláròyé newspaper’s digital transformation. It seeks to understand how the organisation’s matrix, which includes circulation, readers, and advertising revenue, has been impacted by the shift to digital platforms while preserving its historical print business. Anchored on the uses and gratifications as well as technological determinism theory, the study demonstrates how digital technology influences the operational structures of media organisations. The study adopts a qualitative research design through interviews (with the newspaper’s publisher) and netnography with the newspaper’s social media community on Facebook. Data obtained are qualitatively analysed using the thematic analysis method. Findings from the study show that Aláròyé has made significant strides in embracing technology to enhance its operations, marking a notable shift from traditional practices to more modern, digital-driven strategies. The reception from the audience has been positive, with a growing number of readers engaging with the content across various digital platforms. The shift to digital media has allowed Aláròyé to expand its reach and foster a stronger connection with its audience, which is essential for the long-term success of the indigenous language newspaper. The study enhances the existing scholarship on indigenous language media by elucidating adaptive strategies and audience dynamics within African digital journalism. This establishes a framework for comprehending how indigenous language news outlets can sustain relevance in the digital era by preserving their cultural identity and social mission.

Abstract Microfinance institutions (MFIs) expand financial inclusion by providing credit and savings services to low-income households excluded from formal finance. Because the poor face multiple needs, many MFIs offer “plus” services—either financial (e.g., insurance, remittances) or nonfinancial (e.g., education, business training, health promotion, gender empowerment). We use a doubly robust, random-forest–based approach to obtain semiparametrically efficient estimates of the average treatment effect (ATE), estimating the ATE of each plus service on both outreach (social mission) and financial performance, while accounting for heterogeneity in MFI characteristics and operating environments. The results show that nonfinancial plus services enable MFIs to both deepen and broaden outreach. By contrast, MFIs that add only financial plus products serve fewer and less-poor clients, consistent with mission drift. The policy implications are that, to advance financial inclusion, stakeholders should prioritize nonfinancial ‘plus’ services and be cautious about promoting only bank-like financial products.

This study aims to uncover the public's sentiment towards the social entrepreneurship mission of Waste4Change. This study used the Natural Language Processing (NLP) approach, utilizing Word Cloud Analysis and Sentiment Score Analysis, on 615 comments about Waste4Change's mission on TikTok. The results showed that the most dominant words were waste, government, throw, trash, can, bottles, plastic, and garbage. Then, there is a negative sentiment of 96.89% towards the Waste4Change mission, due to the emergence of skepticism among TikTok users towards people's behavior and the government's seriousness in waste management. Meanwhile, positive sentiment only has a portion of 3.11% with support for the provision of facilities, systems and rewards for active participation. The implications of the research enrich the theoretical framework in the development of Social Marketing. This study is limited to the scope of the sentiment of Waste4Change's mission. Future research could reach a wider audience of social entrepreneurs.

Based on archival materials from Ukraine, Germany and Austria, periodicals, and achievements of Ukrainian and German historiography, сreative heritage of Sheptytskyi the article analyzes the cooperation between Metropolitan Andrey Sheptytskyi and Apostolic Visitor for Ukrainian Greek Catholics in Germany Petro Verhun, in particular, their joint projects; to show the role of Metropolitan Sheptytskyi in the pastoral activity of Fr. Petro Verhun and the spread of the Greek Catholic Church in Germany. The role of Metropolitan Andrei Sheptytskyi and Visitor Petro Verhun in representing and defending the interests of Ukrainians in Germany is shown, in particular, in the social and cultural sphere. Furthermore, much attention is focused on the social and organizational mission of clergy, activities of Ukrainian public organizations in Germany. Andrei Sheptytskyi and Father Petro Verhun tried to find a point of understanding with the political emigration and unite them around the idea of statehood. Despite the unfavorable social and political circumstances in the Ukrainian ethnic lands and Germany, Metropolitan Andrey Sheptytskyi and Apostolic Visitor Petro Verhun managed to implement important projects. For example, they published German-language books and articles in German magazines about the history of religious relations in Ukraine, analyzed the current position of the Greek Catholic Church in Ukrainian lands and abroad. They supported a student fund, founded schools, courses and also initiated the creation of scholarship for Ukrainian theologians in Germany. In addition, they organized a trip to Galicia for German theologians with the aim of getting acquainted with church life, Ukrainian traditions and customs

A festival event in a large city always has a multi-purpose focus. However, the most important goal of such cultural events is to influence the image of the city and the identity of its residents. The development and implementation of a PR strategy, which is part of the overall promotion strategy, contributes to the creation of a positive festival image. A PR event strategy is a long-term plan aimed at building and developing relationships between a brand and its target audience, including consumers, partners, competitors, and other stakeholders. Research conducted by Russian authors shows that representatives of the creative industry have a low level of satisfaction with the PR support provided for creative events. This article aims to introduce an attempt to develop a PR strategy for promoting the Stenograffiya festival, which has been held in Yekaterinburg for over 15 years. To achieve the goal, the following methods and materials were used: a communication audit of the festival’s activities, a content analysis of reviews about the festival and mentions in social media, and an analysis of interviews with festival leaders and experts in the media, as well as materials about the festival in messengers, specialized applications, and platforms. The developed PR strategy is aimed at expanding the geography of PR mentions, strengthening digital presence, managing the festival’s reputation and dealing with negativity, developing partnerships and sponsorships, and promoting the cultural and social mission of the festival. The authors of the article presented a plan for implementing the strategy, highlighting target audiences and information поводы, quantitative and qualitative criteria for the effectiveness of the PR strategy, substantiated the necessary and sufficient set of communication tools. As part of the PR strategy, it is proposed to hold two events: a special project with media and a partnership event with a bookstore. The implementation of the PR strategy will enhance the socio-cultural impact of the festival on the urban community. The presented PR project is recommended for the organizers and partners of the Stenograffiya festival, volunteers, and other representatives of the urban community, as well as for all interested groups.