What modern communications technology can give to cultural institutions and how these institutions could exist in the global information environment? This was argued at the round table called "Like saves the world. The role of the new communication in culture" that took place on 15 December at the General Staff of the Hermitage. Discussion was moderated by the head of the section "Mass Communications" at the Forum, the chairman of the Association of consulting companies in the field of public relations (AKOS), CEO of SPN Communications Andrey Barannikov and Head of business programs at Russia Today TV channel Oksana Derevyanko.
Head of the Department of Public Relations UNESCO Communication and Information Sector Bojan Radoykov while opening the meeting, noted that cyberspace has both constructive and detrimental impact on people's lives. "The leading role and the task of workers of communications is to ensure progress in the development of a civilized society," - said the expert of UNESCO.
Most participants were unanimous that the "World Wide Web" offers to cultural institutions the best opportunities for feedback, for finding partners and financing, for increasing the audience of cultural events and restoration of cultural relations between peoples. "Openness and accessibility - are key values for the museum. In this sense, the Internet and social networks give us access to the widest possible audience,"- said Head of Public Relations of the State Tretyakov Gallery Larisa Bobkova. She believes that the potential of new communication technologies in culture is undervalued, "the Museum has ceased to be simply a repository of works - it has become a repository of stories that you want to tell. And the Internet makes it possible to do without direct contact with the artifact." A vivid example is the successful British online project Retronaut, which was explained by its creator Chris Wild.
The discussion was also attended by social activist and popular blogger, Anton Nosik, PR-director of the North-West branch of PJSC "Megaphone" Kermen Mandzhieva, leading experts of worldwide communications group Ogilvy & Mather Jeremy Katz and Robert Davis and other communication specialists, representatives of cultural institutions and projects and online publications.
Participants recognized that modern communication technologies have changed the world irreversibly and cultural workers need to be open and to adapt to this new reality. To take advantage of the network as efficiently as possible, you should approach them strategically (not just collecting "likes", and building a strong and lasting relationship with the audience), think, first of all, not about their own collections and products, but the needs of the audience and how to satisfy them, and not being afraid to be human. Then "Like" if not saving the world, it will certainly help to change it for the better.