Information and image support of the activities of the Agrarian University

The article examines the activities of public relations specialists of Michurinsk State Agrarian University in its information and image support. The paper analyzes communication technologies aimed at promoting the higher educational institution of an agrarian profile, agricultural education and agrarian science in general. It is argued that the formation of a positive image of Michurinsk State Agrarian University is facilitated by the organization of effective interaction with the media, positioning of the activities of the university, its scientists, students; regular media monitoring; formation and strengthening of corporate culture; development of corporate identity, mission, slogan, logo; organizing and holding special events; preparation and participation in exhibitions and fairs; maintaining a corporate website; production of a corporate publication, advertising activities. Specific examples of the use of communication technologies in an educational institution are given. The conclusion is made that with the creation of a department for public relations and management of public relations, press and office work, the communicative activity of the agrarian university began to be carried out professionally and in a coordinated manner. The existing communication system ensures the formation of an effective positive information field of the university. The communicative policy of the educational institution is focused on the long-term prospect of building a serious positive dialogue with target audiences, on the prospect of trust.

Narrativ gestützte Typen zur imagefördernden (Selbst)Darstellung

ZusammenfassungIm Mittelpunkt dieses Kapitels stehen vier Grundtypen imagefördernder (S)D von Unternehmen, die empirisch aus den erhobenen Erzähltexten methodisch (Abschn. 6.2.1) hervorgehen. Diese Grundtypen bilden immaterielle Werte der Unternehmen ab, die aus einem Selbstverständnis in ein gewünschtes Selbstbild geleitet werden, wie es aus Prozessen der Corporate Identity (Abschn. 1.1) hervorgeht.

Branding and image as the basis of successful promotion of cafés in lviv wihin the instagram social network

The purpose of the article is to analyze the methods, techniques, branding, and image strategies practiced by cafés in Lviv in the social network of Instagram in the context of SSM activities; determine the specifics of image tools in terms of communicative interaction with the target audience; identify the criteria for successful positioning in the social network Instagram for food establishments. Methodology. The analytical method, methods of description, comparison, and generalization were used to perform the research. Scientific novelty. The image characteristics of popular food establishments are investigated; the criteria of image positioning of cafés in Lviv are determined; the features of image and communication tools that are actively practiced interacting with the target audience are analyzed. Conclusions. Today, image and brand have become important criteria of trust in companies, giving them the opportunity to be one step ahead of competitors. The key goal of the image is to get a positive attitude of consumers to the company/brand. Important criteria for successful positioning in the social network of Instagram for food establishments are visual design, emotional characteristics, the well-chosen context of information content. In the image activity of the researched cafés in Lviv, in the Instagram network: techniques of creating a bright image (naming, branding) are practiced; techniques of forming a positive attitude; techniques to enhance the image and enhance the influence of the image. Key words: image, brand, image-building, corporate identity, positioning, social network, target audience, communication, communicative processes.

Sonic identity and audio branding elements in Spanish radio advertising

The emotional potential of sound is an excellent resource for companies and institutions seeking to test new ways of communicating with their stakeholders through the senses. However, there are still few organizations that include sound as a conveyer of their corporate identity. Audio branding aims to expand the contact points with audiences by incorporating sound elements that facilitate the recognition of the brand's values. This research attempts to understand the use that corporations make of sound as a communication tool and to evaluate its presence, but above all it wants to find out if this use is due to a strategic approach or if it is a specific decision marked by the temporality of advertising campaigns. For this reason, in this paper we have taken the radio as an advertising media. On the one hand, because it is the sound media par excellence. On the other hand, because it is where we can find the most well-known modes of audio branding such as the brand song, the jingle or the sonotype. The sample, composed of 239 inserts from the 3 generalist radio channels with the highest audiences in Spain, reveals that only 21% of items contain an element of audio branding, indicating that this is a field yet to be explored by organizations.

Framing in International Student Recruitment: A Cross-Country Comparison of the Online Corporate Identity of Universities

The global mobility of students is on the rise and the recruitment of international students is high on the agenda of institutions in higher education. By communicating a distinctive corporate identity on their websites, universities can distinguish themselves from competitors and generate a positive image to attract talented international students. In this study, the online corporate identity of top universities in 12 countries is compared by semantic network analyses. This cross-country comparison demonstrates that universities in different countries create a distinctive online corporate identity by using different (combinations of) frames within four identified themes: internal characteristics, student resources, external position and affairs, and corporate citizenship. These insights are useful in the development of communication strategies by universities and national governments.

Public or private? Blurring the lines through YouTube recruitment of military veterans by private security companies

Private security companies (PSCs) blur the lines between the public and the private sector through the provision of services to state militaries. Based on a multi-modal qualitative content analysis of YouTube recruitment videos aimed at veterans, we show how PSCs also challenge these boundaries through their hiring practices. By relating to veterans’ past as hero warriors and by envisioning their future as corporate soldiers, the companies appear as ‘like-military’ and as allowing ex-militaries to ‘continue their mission’. The findings contribute to scholarly debates about the privatization of security. They illustrate that similarly to the public sector, the private is also re-constituted through the military values that veterans introduce. The study adds to the literature on the visualization of war showing how video-based platforms allow security actors such as PSCs to construct their corporate identity in ambivalent ways by appealing to different emotional levels and by giving rise to different narratives.

Branding The Corporate Winery

<p>Corporate branding can be an important part of a company’s communication strategy. The corporate identity shapes how a company is known and perceived by the public. Logo’s, jingles, products and advertising are only part of the shaping of this image. It has been identified that architecture can play a significant role too (Melewar & Jenkins, 2002). The wine industry in New Zealand is very competitive and has a very involved relationship with the public. This thesis explores how a wine company can display corporate values through architecture. Using Pernod Ricard as the company, and a new winery production facility as the case study, the thesis will use architectural design elements to produce a functional winery with a unique experience driven by Pernod Ricard’s values. Being an international cooperation, place specific values as well as sub-brand values compete with core values of the company. These factors present an interesting architectural investigation.</p>

Branding The Corporate Winery

<p>Corporate branding can be an important part of a company’s communication strategy. The corporate identity shapes how a company is known and perceived by the public. Logo’s, jingles, products and advertising are only part of the shaping of this image. It has been identified that architecture can play a significant role too (Melewar & Jenkins, 2002). The wine industry in New Zealand is very competitive and has a very involved relationship with the public. This thesis explores how a wine company can display corporate values through architecture. Using Pernod Ricard as the company, and a new winery production facility as the case study, the thesis will use architectural design elements to produce a functional winery with a unique experience driven by Pernod Ricard’s values. Being an international cooperation, place specific values as well as sub-brand values compete with core values of the company. These factors present an interesting architectural investigation.</p>