Special Events as a Tool of Communication with Airport Audiences
https://doi.org/10.21453/2311-3065-2018-6-3-42-50
Abstract
The paper is dedicated to the study of events as form of communication and comprises the definition of special events, their objectives, tasks, functions, types, and milestones. As a rule, PR departments are responsible for and engaged in all farms of special events in modern organizations. The authors lay emphasis on interaction of the Public Relations Directorate of Sheremetyevo International Airport with the public and mass media. During the analysis carried out within the tome period from January to May 2018, the authors have revealed that the public relations specialists of the airport prefer the following special events: presentations, exhibitions, competitions, holidays, conferences, interviews, awarding prizes. Particular attention of the media is attracted by the participation of the airport in events of federal scale, such as “Total Dictation”, “Immortal Regiment march”, etc.
About the Authors
K. N. Kushvaha
Moscow Aviation Institute (National Research University)
Russian Federation
Russian Federation
Khurshud Nezhdat Kushvaha, Cand. Sc. (Philol.), associate
professor at the department “Advertising and Public Relations in High-Tech Industries” of the Institute of Foreign Languages
125993, Moscow, Volokolamskoe highway, 4
A. V. Taranenko
Moscow Aviation Institute (National Research University)
Russian Federation
Russian Federation
Anna Vladimirovna Taranenko, Cand. Sc. (Philol.), associate professor at the department “Advertising and Public Relations in High-Tech Industries” of the Institute of Foreign Languages
125993, Moscow, Volokolamskoe highway, 4
References
1. Alyoshina I.V. (2004). Public Relations for managers. Moskow: EKMOS (In Rus.).
2. Bykov I.A. (2003). Organization and conduct of public relations campaigns. St. Petersburg: SPbGUT (In Rus.).
3. Filatova O.G. (2012). Technologies and methods of PR-promotion of information resources. Introductory course. St. Petersburg: NIU ITMO (In Rus.).
4. Gerasimov S.V. (2018). Theory and practice of international special events. St. Petersburg: Lan (In Rus.).
5. Jeffkins F., Yadin D. (2003). Public relations. M.: Unity Dana (In Rus.).
6. Kaverina E.A. (2017). Event marketing in the structure of corporate communications: theoretical aspects. Russian School of Public Relations. Kazan. No.10. P.73-82 (In Rus.).
7. Klimenko E., Zakharova S.E. (2015). Special events in PR campaigns in promoting the image of aviation companies. In: Collection of reports of the Section “Actual problems of social and humanitarian knowledge” in the framework of the Moscow Youth Scientific and Practical Conference “Innovations in Aviation and Cosmonautics” (FIAN Day dedicated to the 85th anniversary of the MAI and day of astronautics – 2015). P. 212-217 (In Rus.).
8. Malkevich A.A. (2018). Organization and implementation of campaigns in the field of public relations. Moscow: Yurayt (In Rus.).
9. Ogula A.A. (2018). Participation in contests as a means of event promotion (on the example of celebration of 100th anniversary of Voronezh State Univ.) // Materials of int. scientific conference “The issues of media”, May 10-12 2018, Voronezh. P. 85-86 (In Rus.).
10. Poznin V.F. (2016). Communication techniques through mass media // Sc. Bulletin of Voronezh State Univ. Series: Philology, Journalism. No.3. P. 133-150 (In Rus.).
11. Shishkin D.P., Gavra D.P., Brovko S.L. (2004). PR-campaigns: methodology and technology. St. Petersburg: Roza Mira (In Rus.).
12. Shumovich A.V. (2008). Great events. Technology and practice event management. Moscow: Mann, Ivanov and Ferber (In Rus.).
13. Lopez M., Meza G., Ruperti M. (2017). La importancia de los departamentos de comunicacion y relaciones publicas en los aeropuertos internacionales. Estudio de Caso: Aeropuerto Internacional Eloy Alfaro de Manta // Razon y Palabra. Vol. 21, No.97. P. 585-600 [el. source]: https://revistas. comunicacionudlh.edu.ec /index.php/ryp (In Sp.).
14. Myers C. (2018). Public Relations or “Grassroots Lobbying”. How lobbying laws are re-defining PR-practice. Public Relations Review. No. 44. P. 11-21.
Review
For citations:
Kushvaha K.N., Taranenko A.V. Special Events as a Tool of Communication with Airport Audiences. Communicology. 2018;6(3):42-50. (In Russ.) https://doi.org/10.21453/2311-3065-2018-6-3-42-50
Views:
391
Email this article 
