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TRAJECTORY OF PR ACTIVITIES OF RUSSIAN LOCAL SELF-GOVERNMENT BODIES
Abstract
Objective: The study aims to determine the direction of PR activities of Russian municipalities on social media. Methods: The paper presents a comparative analysis of the communicative activities of local self-government bodies of 13 Russian million-plus cities. Results: Based on a comparative analysis of the audience coverage of official accounts of local self-government authorities and the subscriber counts of popular city communities, the study identifies the trajectory of PR activities of Russian municipalities. Conclusion: The critical strategic direction of PR activities of Russian municipalities is suggested to be the development of official social media accounts, communicative strategies, and images on these platforms.
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DOI: http://dx.doi.org/10.21902/Revrima.v5i38.6086
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