As for the media coverage of social projects there no systematic approach is used as a rule. Large corporate foundations and NGOs that regularly advertise in the media and have extensive experience in this field order mostly a campaign analysis (post-campaign) to media agencies. Other organizations usually analyze their media coverage spontaneously, from time to time. But almost no one considers working with the media as a tool for long-term social impact.

«Leaders of social change projects rarely consider media coverage of their projects as something important and often do not recognize the important contribution they make to the shaping and change of the social agenda, – voices her view Natalia Gladkikh, Candidate of Sciences in Psychology, senior expert of the Institute of Socio-Economic Design of the Higher School of Economics. – Meanwhile, it may turn out that the role of the social project in shaping public opinion, in changing people’s attitudes and even their behavior through media broadcasted information about the problem and beneficiaries of the project, etc., was more significant than other activities directly implemented under this project."

Текст предоставлен ООО «ЛитРес».

Прочитайте эту книгу целиком, купив полную легальную версию на ЛитРес.

Безопасно оплатить книгу можно банковской картой Visa, MasterCard, Maestro, со счета мобильного телефона, с платежного терминала, в салоне МТС или Связной, через PayPal, WebMoney, Яндекс.Деньги, QIWI Кошелек, бонусными картами или другим удобным Вам способом.