Features of Promotion of Russian Media Covering Charity Themes

Master's thesis annotation The topic of charity in Russia is ambiguous and evokes different reactions in perception. A significant number of stereotypes about charitable activities are ingrained in the minds of the audience - a complaint about the lack of transparency in financial activities, unwillingness to know anything about this sphere, misunderstanding of the professionalism of the staff involved in it. The situation in Russia changes from year to year, with statistics showing the following results: 49% of Russians have made any charitable donations (according to the 2019 Philanthropy Development Fund (CAF)); 69% of Russians have taken part in a charity event at least once in the last five years, and 19% of respondents do so regularly (according to the 2019 VCIOM survey). At the same time, the level of trust in NGOs is generally low: 32% of respondents trust Russian NGOs (and 36% trust international NGOs), according to the CAF Foundation 2020 data. Consequently, the level of perception of charities' activities can be significantly influenced by their positioning and the promotion strategies chosen by the charity. And media with charitable themes play a significant role in promotion and communication with the audience. The objective of the research is to identify the key features of promotion of Russian media projects with charitable themes. The research will analyze the promotion strategies for different media projects on charitable subjects and examine the effectiveness of these promotion specifics. Audience reaction to the media projects under consideration will also be analyzed in order to analyze the success of the chosen promotion strategies. The object of the study is Russian media with charitable themes. The subject of the study is the managerial, legal and ethical aspects of promoting Russian media with charitable themes. The research will focus on management aspects: developing promotion strategies for media projects, selecting and interacting with the target audience, developing KPI (key performance indicators) for implementing the selected strategy. The research questions are. 1) What are the specifics and trends in the promotion of charitable media projects? 2) What are the reasons for the success and failure of the promotion of charitable media projects? Research methods - Empirical methods such as focus groups and in-depth interviews will be used in the research. Such theoretical methods as comparative analysis of concepts, system-structural method will be used. The volume of the master's thesis is 144 pages with an appendix. The structure of the thesis includes an introduction, three chapters, a conclusion, a list of references, two appendices.