Forms and methods of interaction of scientific institutions and their press services with mass media: the case of Vologda research center of RAS

In recent years, there have been various transformations in the development of communication channels from science to society. One of the main tools for the implementation of these reforms is an effective system of communication with the media, the formation of which is often a task assigned to the press services or public relations departments. With their help, the organization’s policy is broadcast, its image is formed, public relations are established. Specialists of the press service present information to the public in accordance with the mission, strategy and objectives of the organization and work on the formation of its image. Most of the research devoted to this problem is comprehensive and contains a general idea of the structure of communication with the media, the methods and tools used in the press service’s activities. However, the peculiarities of interaction of scientific organizations with society, media and business suggest additional principles of press services’ formation and operation. The article presents the experience of building communication between a scientific institution and the media, as well as new formats of work and practices of interaction with target audiences. The material will be of interest to the representatives of press services, public relations specialists, heads of PR departments at scientific and educational institutions.