Problems of Using of Means of Electronic Communication in Russian PR-Agencies.

Global Communication Conference 2017, April 6th-8th 2017, Greensboro, North Carolina

Posted: 27 Nov 2017

See all articles by Mariia Rubtcova

Mariia Rubtcova

North- West Institute of Management-branch of RANEPA

Oleg Pavenkov

Russian Academy of National Economy and Public Administration under the President of the Russian Federation (RANEPA) - Moscow Campus

Date Written: November 21, 2017

Abstract

The paper is devoted to the analysis of problems of using of means of electronic communication in Russian PR-agencies. More wide using of an electronic communications brings not only benefits to management and employees of Russian PR-agencies. We made sociological investigation of 60 managers and employees of Russia PR-agencies (St.Petersburg). The main research method is semi-structured interview. The sample method is snowball technique.76% of professional employees who has the high level of education and salary are ready to participate in electronic type of communication without any problem. On the contrary, for 87% of medium-paid and low-paid employees electronic type of communication can become a challenge or even a threat. Low-level employees usually prefer to use a personal communication channel. Moreover, medium-paid and low-paid who do not have skills to operate with complex electronic devices, can resist the new style of communication. The main factor of this phenomenon is the mental barriers. It's not easy to miss the old communication style for people who are less educated and developed. 65% of respondents mentioned that inexperienced users of new electronic technologies cannot immediately participate in active communications. They need to leave their comfort zone and must use and develop new habits of communication with each other. Employees should improve their skills in using the new electronic devices. According to the results of investigation successful use of means of electronic communication by employees who are low-paid and middle-paid takes a long time.

Suggested Citation

Rubtcova, Mariia and Pavenkov, Oleg, Problems of Using of Means of Electronic Communication in Russian PR-Agencies. (November 21, 2017). Global Communication Conference 2017, April 6th-8th 2017, Greensboro, North Carolina , Available at SSRN: https://ssrn.com/abstract=3075552

Mariia Rubtcova (Contact Author)

North- West Institute of Management-branch of RANEPA ( email )

St.Petersburg
Russia

Oleg Pavenkov

Russian Academy of National Economy and Public Administration under the President of the Russian Federation (RANEPA) - Moscow Campus ( email )

Moscow, 119571
Russia

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