Socially Significant Events of Radio Stations: Management Peculiarities,Performance Metrics

Socially significant events are interesting to big audience, because its themes are close to each human in socium, to his habitat and vital activity. That is why a lot of big business companies started to use social marketing as one of the main types of marketing to create, support and improve the brand. Mediacompany is not an exception. Massmedia, whether commercial or public, is an institute that takes part on ruling civil society's life. Media makes socially significant events in cooperating with state or business or by itself, but it has a huge advantage - its own audience. In this work we study the effectiveness of socially significant events as an instrument to attract attention to social problems as well as method to attract audience to radio. Also we find out effectiveness criteria and give reccomendations to optimization of using socially significant events on radio.