PROMOTION OF RUSSIAN SPORTS CONTENT ON ONLINE PLATFORMS FOR INTERNATIONAL AUDIENCES IN THE FACE OF EXTERNAL CONSTRAINTS

Resumo

Goal: Amid information globalization, the Internet has become the main platform for business. Most of the advertising budget of each business is spent on promoting the project on various international Internet platforms and social networks. The paper presents the results of research on the strategies for promoting sports content on online information platforms in view of the external constraints faced by Russian opinion leaders in 2022. The purpose of the study is to identify the most efficient promotion strategies to create recommendations for further PR strategies of the Myach Production communities. Methods: The research material includes the information communities Myach Production, Comment.Show, and Krasava. The authors use the methods of comparative and content analysis of the communities to fulfill the research objectives. Results: The study identifies instruments to maintain and increase audience size and engagement, as well as to minimize possible losses due to the effects of sanctions from international platforms. Conclusion: The authors offer recommendations for adjustments to the PR strategies of the Myach Production brand on the online platforms in use. The formulated recommendations can also be used by other brands producing sports information content with international audiences.