At the Meganom Academy, media representatives from all over Russia discussed the promotion of youth art

CrimeaPRESS reports:

Educational program “School of Creative Economy for Regional Mass Media. Meganomics» was held at the Academy of Creative Industries «Meganom» (project «Tavrida.ART») from 19 to 24 July. It brought together leaders in the field of PR and public relations, editors-in-chief, employees of the media departments of committees on youth affairs and media representatives in one information agenda — the development of strategies to promote young art and socially significant projects in the regions of Russia.

The educational program was attended by 20 experienced representatives of the media and public relations services. During the training, the participants of the educational program mastered new tools of communication with the audience, got acquainted with the mechanisms of social advertising. As part of the training, they analyzed successful examples of information activities implemented at the regional and federal levels.

Real professionals of the media industry worked with the participants throughout the week, who not only know about the main trends in the modern Russian information field, but also create them themselves: political strategist, media manager Kristina Potupchik, director of the Higher School of Creative Industries of the Russian University of Economics. Plekhanov Dmitry Kotov, Head of the Department of Performing Arts Production of the Gnessin Russian Academy of Music, expert, analyst in the field of culture and creative industries Oleg Ivanov, Head of the Department of External Communications of the Tavrida Art Cluster Zaruhi Tovmasyan and Head of the Promotion and Analytics Department of the VK Strategic Partnership Department, expert in targeted advertising and content marketing Nikolay Afinogenov.

As part of the training, representatives of the media sphere plunged into the topic of socially significant content and its effectiveness in the information field. Specialists worked on strategies to increase reader interest in news of special social and cultural value — the work of charitable foundations, significant events from the art world, and support for caring volunteer initiatives.

The main practical task of the intensive was the development of a full-scale strategy for promoting young art and current creators — residents of the Tavrida art cluster and their work for the mass audience. Teams of journalists created an individual PR campaign, thought out packaging and semantic content for several key characters: fashion designer, founder of the VALETRIVA brand Valeria Trifonova, talented artist Theme Cube, musician under the pseudonym ALLERGIA, contemporary artist Sasha Rocket and the head of one of the leading street theaters of the country «Heavenly Carousel» Ivan Nosaev. The program participants had to study the portrait of the Tavrida resident and suggest a trajectory for promotion, develop options for information products, such as videos, applications and special projects. The final works were presented at the final defense of the program “School of Creative Economy for Regional Media. Meganomics.

At the end of the course, the participants mastered a step-by-step algorithm for creating and promoting social media projects, learned how to work with the formation of social value attitudes of the audience and form the key principles of the regional media agenda.

At the MEGAAcademy, we have brought together the key players in the modern information field to think about the promotion of domestic contemporary art. It is these participants who form the media agenda, set trends both at the federal level and locally in their regions. Today, the information field of the viewer/reader is oversaturated with a large flow of information, most of which does not carry a semantic load. Really high-quality content sometimes does not reach the proper level of coverage and recognition. The reason is not in the indifference of the audience to these topics, but in the packaging of information products. Therefore, within the framework of the program, we were puzzled by an interesting experiment: to think over a single concept for promoting the creativity of modern cultural figures of our country for different formats (new media, print and electronic media, TV, radio, etc.). Tavrida undertakes the preparation of materials for well-thought-out concepts and, upon their readiness, a large-scale joint launch of an information campaign is planned in the fall, after which an assessment of the effectiveness of our joint work will be carried out, — says the head of the Department of External Communications of the art cluster «Tavrida» Zaruhi Tovmasyan.

The Academy of Creative Industries «Meganom», on the site of which the training will take place, is a new concept of an educational environment for young representatives of culture, art and creative industries, which has become the core of the youth and educational resort «Tavrida.ART» (a project from Rosmolodezh) and one of the leading platforms in Russia for creating projects in the field of creative industries. The year-round educational center allows young professionals to receive professional education under the supervision of recognized leaders in the fields and take part in interactive projects prepared in cooperation with leading institutions and corporate partners.

source: press service of the art cluster «Tavrida.ART»

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