109028 Moscow, 8/2 Maly Tryokhsvyatitelsky Pereulok, Building 1
8 (495) 772-95-90 (доб. 22475)
8 (495) 772-95-90 *22851
8 (495) 772-95-90 *22473
Sherstoboeva E., Vartanova E., Konradova N. et al.
Cham: Springer, 2020.
Veryaeva K., Solovyeva O.
International Journal of Distance Education Technologies. 2021. Vol. 1. No. 19. P. 1-17.
Kashirskikh O. N., Zverev S.
In bk.: Strategic communications in Russia: Public relations and advertising. Routledge, 2021. Ch. 3. P. 29-45.
Basic research program. WP BRP. National Research University Higher School of Economics, 2020
The School of Integrated Communications is innovative and unique learning environment. It is one of the first communication schools in Russia offers higher education embraced in a wide range of communication techniques and technologies aimed to establish the effective dialogue between an organization and its public. Being a part of National Research University “Higher School of Economics” in Moscow, the School of Integrated Communications takes advantage of the location in diverse and global city with access to a lot of education facilities, renowned faculty, and internships in leading PR and advertising companies.
The goal of the School is the preparation of world-class specialists in the field of advertising, public relations and new media, knowledgeable in theoretical and practical aspects of mass and special communication, skilled in new media technologies, advertising, PR, instruments of design and media content management, media planning, project management, marketing research. It is a question of preparation both generalists in the field of integrated communications and narrower specialists in areas of advertising, PR and new media.
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.