The article discusses the experience of official public relations through social media.
The conversation on this topic, according to the authors, should not be abstract. The
article focuses on the representative case study of Roscosmos. Roscosmos is one of
6 state corporations of the Russian Federation and is responsible for the
development of Russian cosmonautics. Together with atom, gas, bread and
weapons, space is one of the leading brands of Russia. Therefore, the positioning of
Roscosmos is not just about corporate communication but the communication of
national importance and global coverage. The goal and implementation of the
communication strategy of Roscosmos are interesting to study in the complex
context of the information society and online communication, public openness and
accountability, budget deficit and global competition.
Nevertheless an operator company is unconcerned with communication strategy, passengers react on service quality somehow. However, we focus on particular features of Moscow operator's companies performance in Internet. The analysis allows to reconstruct an image of passenger from official point of view. Moreover, we hope to provoke the discussion on branding and public image of public transport in contemporary Russia.
The article discusses the possibility to apply the technique of critical incident analysis to develop a communication strategy to promote services. For the empirical analysis the author has selected 276 incidents related with the perception of service quality. The study showed that most of them are negative and which are relevant to such elements marketing mix, how people, processes, and physical environment. These incidents assessed on the basis of a technique proposed by the author.