Стратегические направления совершенствования деятельности пресс-службы Мордовского государственного университета им. Н.П. Огарева

Вопросы медиабизнеса. 2025. Т. 4. № 3. С. 5–18.

Dementyeva K., Краснова А. А.

This article explores strategic development areas for the press service of Ogarev Mordovia State University. The proposals were grouped into seven key areas: implementation of automated content management systems, digitalization of the newsfeed table, SEO modernization, development of digital analytics, social media optimization,
expansion of media platforms, and launch of email communications. Each area is supported by a rationale, impact
forecast, and a toolkit (SMMplanner, Google Apps Script, Bitrix24, etc.), enabling the transition from the conceptual
level to a specific action plan. The results of this study can be adapted and scaled for other Russian universities
undergoing the digital transformation of their communications structures. A unified automation model, a typology
of tools, examples of content strategies, and impact analysis create a universal methodological toolkit that meets the
challenges of increasing information transparency, digital maturity, and the competitiveness of Russian universities
in the 21st century.

Keywords: социальные сети, университет, стратегия, strategy, контент, content, university, audience, аудитория, сайт, social media, website, press service, пресс-служба