The Ways for Increase in Efficiency of Communicative Potential of the «Year of Russia» project abroad

Author: Sergey V. Novikov, Ekaterina O. Kazakova

Communicology. 2018. Vol.6. No.4
Sergey Vyacheslavovich Novikov, Cand. Sc. (Econ.), associate professor of department “Management and Marketing of High-Tech Industry”, Moscow Aviation Institute;
Ekaterina Olegovna Kazakova, senior lecturer of department “Public administration and social technologies”, Moscow Aviation Institute. Address: 121552, Russia, Moscow, Volokolamskoye hr., 4. Е-mail:

Abstract. The article represents the list of the key problems reducing efficiency of realization of foreign cultural policy of the Russian Federation within the “Year of Russia” project, revealed by authors based on the analysis of 10 realized projects in the countries of Europe, Asia and Latin America. The authors assess the efficiency of each of the “Years of Russia” is taking into account the dynamics of tourist flow – the number of the incoming foreign tourists – during the period, subsequent to the project. For each of the eight identified problems, the authors propose a solution that lays in the plane of communicative practices, and should improve the quality of future PR campaigns. The main steps aimed at improving the effectiveness of the “Year of Russia” project are, as listed: (1) development of the image strategy for Russia;
(2) creation of a single structure responsible for the implementation of such projects; (3) cooperation with Russia Today in coverage of the events within the project.

Keywords: image of Russia, image strategy, cultural policy, expansion of cultural presence, Year of Russia abroad, efficiency of cultural policy, communicative potential, Year of Russia

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For citation: Novikov S.V., Kazakova E.O. The Ways for Increase in Efficiency of Communicative Potential of the “Year of Russia” project abroad. Communicology (Russia). 2018. Vol. 6. No.4. P. 99-110. DOI 10.21453 / 2311-3065-2018-6-4-99-110.

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