Peculiarities of the work of press services of Russian universities (on the example of Ogarev Mordovia State University and Kazan (Volga Region) Federal University)

Abstract

The article analyzes the work of press services of Russian universities using the example of two rapidly developing universities – Kazan (Volga Region) Federal University and Mordovian State University named after N. P. Ogarev. An extensive analysis of the structure of the work of departments involved in PR activities, a comparison of the content and audience engagement of websites and social networks was conducted. The study showed that the structure of the department at Ogarev Moscow State University is traditional and compact, and at KFU it is more developed with modern tools, but perhaps overly bureaucratic. The KFU website, difficult to navigate, has better SEO indicators, and the Ogarev Moscow State University website is simpler and more user-friendly. The KFU group in social networks has a larger reach, and the Ogarev Moscow State University group has more stable engagement. Both resources are adapted for use on mobile devices, which contributes to the convenience of users and increases their accessibility. The analysis will allow adjusting the work of university press services and increasing its efficiency.