PR-support of the Arctic and Antarctic Research Institute

About client: The Arctic and Antarctic Research Institute (AARI) is the world's leading scientific center for the study of the Earth's polar regions. The Institute conducts the entire cycle of work in high latitudes in the interests of the Russian Federation and commercial companies.

The Agency had to fulfill a complex communication task of establishing a process of news coverage both in the media and among the Institute's employees. The AARI and its projects had to be potentially presented not only to scientists but also to a wide audience.
Preliminary work on analyzing the activities of the Institute and their activity in the information field was carried out by the project team and experts to form the main communication messages and set KPIs for the project.

Initial indicators of AARI in the information field (data for 2021):

Number of publications - 2,600
MediaIndex* - 13,841

In order to fulfill the set tasks to bring AARI and its projects to a qualitatively new level, a promotion strategy with a detailed plan was prepared. Within the framework of the document the target audience (specialized officials, top managers of large companies, journalists), main promotion channels and communication patterns, which we integrate into the info-field, were marked. PR-toolkit with quantitative and qualitative indicators was prescribed. A tactical plan was drawn up in case of negative media coverage, including regulations and policies on communication for speakers and employees of the institution.

What results we achieved:

Subscription service on promotion of AARI was conducted for 2 years. Within the framework of the project systematic work with journalists was carried out in the mode of round-the-clock external press service of the Institute.
A specialized media base with profile journalists from TOP federal editions was formed, which had more than 1000 contacts. Telegram-chat was created with the most active journalists for prompt informing about AARI news.

Total quantitative and qualitative indicators of the project:

- 122 press releases were sent out;
- 152 news items were prepared for internal PR among the institute's employees;
- 245 comments, articles and interviews initiated in the media;
- 13,796 media publications, including 235 stories on air and 135 on the websites of leading TV and radio companies;
- 23 press events were organized with participation of AARI Director;
- Media Index - 47,629 points;
- 2 documentary projects about the AARI and its projects were filmed - on NTV channel - «North Pole. Return» and «Northern Sea Route» (14th series and 17th series) on OTR TV channel.

Also: POLAR's own Industry Conference was launched. https://4dru.com/portfolio/polar2023pr

Organized participation in major congress and exhibition events where the Institute was present (in person or in absentia): Nauka0+, VDNKh EXHIBITION, SPIEF, EEF, NEVA 2023, Arctic: Territory of Dialogue and others.

*MediaIndex is Medialogia's index for analyzing PR efficiency. The index is calculated automatically according to the methodology developed by Medialogia. It is determined for each object (company, person, brand) in media reports. The value ranges from -1000 to +1000 depending on the tone of mentioning. When analyzing for the period, the indices are summed up, a high index reflects a positive representation of the object in the media.