Why is this important? The concept of promotion is an old–school marketing concept. It is based on creating an object and promoting it to target audiences, Which does not work in the era of social relations marketing, when we are overwhelmed with content. Scientists have calculated that we encounter 5,000 promotion objects per day. If 5000 people at once sent you a friend request, what would you feel?
Imagine: you are a foreign scientist and, among other content in your news feed, you see a post about the achievements of Russian scientists. You wonder, "What should I do with this information?", since this information exists in the current information field, not in a vacuum. What do our scientific publications and PR look like against this background?
Nowadays, I would talk about crisis scientific publications. With crisis comes the feeling that the old world was collapsed, and the new one will be completely different. This is why information needs during a crisis are about competence, professionalism and determination, as well as about morality, values and mission. Political strategies have found out that crises contribute to the growth of audience irritation, therefore crisis communications focus on an unfavorable audience, build trust and manage emotions. In difficult times, people feel a lot of emotions. But emotions dwindle, yet people's expectations stay the same. Therefore, in anti-crisis communications, it is important to analyze information needs of the foreign academic community in dynamics: what they want to read about being in the thick of the crisis, and what they might or might not be interested in when the emotions let up.
The third question is: what is the purpose of this promotion? The third question is: what is the purpose of this promotion?
Remember Kahneman's principle "What you see is all there is"? The image of Russian science in the eyes of the foreign academic community will be formed based on what they will see, in the first place, on the Internet. And the question of what they will see is answered by the previous level of the marketing mix – positioning plus branding.
Here is an example. One of my audience members, a professor at a regional university, told a story. A graduate who has been working in Japan for many years contacted him and asked to sign a letter of recommendation. The professor replied that he could ask the rector to make an officially sealed letter on the university's letterhead, and the graduate objected:
"Professor, there's no need in that. Nobody in Japan knows of this university. But they do know you, Professor!" Another audience member once asked me for advice on how to prohibit scientists from exploiting the university brand to develop their own brands. But there's never one without the other! The goal of scientific branding is to make people think "Manchester" when they hear "graphene", or "Cambridge", when they hear "monoclonal antibodies", as well as to make sure that scientists get more profit from associating with the university brand and not from developing their own brands.