• A
  • A
  • A
  • ABC
  • ABC
  • ABC
  • А
  • А
  • А
  • А
  • А
Regular version of the site

109028 Moscow, 8/2 Maly Tryokhsvyatitelsky Pereulok, Building 1

School Manager:
8 (495) 772-95-90 (доб. 22475)

Email: incomm@hse.ru


School Head Sergey Zverev
8 (495) 772-95-90 *22851

Deputy School Head Maria Mordvinova
8 (495) 772-95-90 *22473

Deputy Head for Admissions Olga V. Afanasyeva

Book chapter
Self-Presentation Strategies Among Tinder Users: Gender Differences in Russia

Solovyeva O., Logunova O.

In bk.: Digital Transformation and Global Society Third International Conference, DTGS 2018, St. Petersburg, Russia, May 30 –June 2, 2018, Revised Selected Papers, Part I. Iss. 858. Cham: Springer, 2018. P. 474-482.

Working paper
Making Politics Attractive: Political Satire and Exposure to Political Information in New Media Environment in Russia

Chmel K., Savin N., Michael X. D. C.

Political Science. PS. Высшая школа экономики, 2018. No. WP BRP 63/PS/2018.

About the School

Why is integrated communications training important?

The current thinking that communication is a universal resource for managing the society in the context of a globalized information space, is rooted in the deep integration of different sides of public life – politics, advertising, PR and an increasingly interwoven communications environment.

Interdependence and interpenetration between PR, advertising, and new media require a more practical approach to teaching, which the Faculty of Applied Politics is making a priority.

Which is more important – PR or advertising? It’s a difficult question and probably an impossible one to answer with any certainty. Advertising aims to inform, persuade and remind a consumer about a product, directly addressing the target audience. Whereas PR builds a dialogue with the public to strengthen a company’s reputation so that the society perceives it in a positive way.

The emerging role of new media, digital, computer, information, network and communication technologies means that we need to review traditional systems and content as well as our teaching methods and technologies. Subsequently, we have to develop new theoretical and applied courses.

Advertising, PR, and the new media are all seen today as inseparable parts of effective integrated communications, where not just the way the information is delivered, but also the choice of а media vehicle is important. We shouldn’t forget the ways of consuming information, which have changed enormously thanks to the rapid development and active use of the modern information and communication technologies. The development of the multimedia and technological convergence has given us an access to real-time information. The new reality is pushing the education system to change, since a university graduate in advertising and PR needs to know the modern technology and understand how to work with it, how video and photo reports are made, how texts are written, and how to integrate them all to suit one or other kind of media.

The reality is that today’s graduates from prestigious Russian higher education institutions usually have poor practical skills. The outdated theoretical parts of the curriculum in advertising and PR are making it hard for them to engage in work. Nowadays a highly-qualified expert in advertising needs a wider range of knowledge including various skills, particularly in PR, and must be up to date with modern trends in media development, which is part of the new media phenomenon.

Today in business, politics and non-commercial work there is a growing demand for professionals that are familiar with theoretical and practical aspects of mass and special communications. It's become absolutely essential to know the technologies of the new media, advertising, PR as well as media content creation and management. At the same time the future practitioners should have an excellent academic knowledge in history of art, management, sociology, psychology, history as well as hands-on experience in media planning, project management, marketing research. We are talking about both universal specialists in integrated communications management, and those ones specializing in advertising, PR and new media.