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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.
Marina presented a report titled “Strategic Communications in Russia: Responsible Innovation as a New Challenge?”. The report was dedicated to corporate communications and CSR. Corporate social responsibility is a relatively modern concept. According to it, various organizations must consider the interests of society; they also should not only to obey the law, but also to voluntarily take measures to improve the quality of life of its employees, their families and the whole society.
Corporate Communications and CSR is a very debatable topic, especially in Russia, where the society has no impact on corporations, and where marketing approach dominates the strategic one. This topic is interesting to me as a practician and as a scientist. Nowadays responsible innovations are not adequately used in strategies of both European and Russian companies. However, CSR becomes one of the key ones for corporate reputation and for the development of PR as a strategic activity
Marina ShilinaIntegrated communications department: Associated professor
The debate which has been launched by our department in Europe will continue in Russia, at a conference on strategic communications "STRATCOM 2016" at St. Petersburg University in November.