Позитивные изменения. Том 4, №1 (2024). Positive changes. Volume 4, Issue 1 (2024)

Методология индекса будет дорабатываться с учетом рекомендаций экспертов и практики использования инструмента. Важная часть доработки связана с автоматизацией сбора данных (с учетом требования экономической эффективности — чтобы измерение можно было проводить быстрее, дешевле, а результаты были прозрачнее). Методология разработки Индекса коммуникационной состоятельности может быть использована при построении иных индексных (комплексных) показателей эффективности процессов формирования и подготовки (обучения) проектных команд. Важно отметить, что ИКС обладает всеми важными характеристиками аналогичных методик.

Авторы выражают благодарность за помощь в подготовке материала Ирине Калистратовой, Роману Скуднякову, Туйааре Кычкиной, Михаилу Чиркову, Анне Романычевой, Анастасии Филимоновой.

Window of OCMO Opportunity: the Communication Competency Index for Media Teams in Nuclear Cities

Igor Zadorin, Yulia Gileva

DOI 10.55140/2782-5817-2024-4-1-58-66

The issue of evaluating the effectiveness of communications and PR has long been a staple topic of debate among industry specialists. In late 2023, driven by the initiative of the Rosatom State Corporation and within the framework of a media project accelerator, an effort was made to synthesize various approaches for assessing the performance of media teams. This effort resulted in the creation of the Communication Competency Index for media teams in nuclear cities. The creators of the index discuss its development process, the criteria it encompasses, and its potential applications.

Igor Zadorin

Scientific Director, CIRCON Research Group, Senior Research Associate, Institute of Sociology of the Federal Research Sociological Center of the Russian Academy of Sciences

Yulia Gileva

Editor-in-Chief, “Rosatom Country” newspaper, Project Manager, “MediaStation”

PREREQUISITES FOR PROJECT IMPLEMENTATION

Rosatom State Corporation encompasses over 400 enterprises with diverse profiles within the nuclear energy sector. The corporation’s enterprises employ over 360,000 individuals across approximately 40 subjects of the Russian Federation.

Key enterprises are located in regional industrial hubs — so-called nuclear cities — and often play a pivotal role in their development. As of the end of 2023, Russia is home to 31 nuclear cities, some of which are designated as “ZATO” — a Russian acronym for closed administrative-territorial entities. Additionally, there are satellite towns of nuclear power plants and major scientific centers. The population of an average city is around 70,000, though it can sometimes reach up to 100,000.

Since 2011, the corporation has conducted engagement studies within the nuclear industry’s enterprises to explore the emotional and intellectual states of employees, aiming to identify their primary concerns, areas requiring additional focus, and the level of trust in various communication channels.

Another communication effectiveness assessment tool is the reputation index. Annually, the company evaluates Russia’s public opinion on nuclear energy development to tailor its communication strategies with stakeholders. The findings are made publicly available each year.[64]

The company aims to develop territories and enhance the attractiveness of its operational cities. The upcoming years foresee a personnel requirement estimated at 350,000, necessitating the attraction of new specialists to the sector’s enterprises in single-industry towns and the retention of existing staff. Addressing this challenge requires building effective communication strategies in these cities and intensifying efforts on significant informational events concerning the prospects of local enterprises and life quality improvement.

Various entities involved in communication activities operate within these cities, including not just Rosatom Corporation’s enterprises but also other significant industrial companies, city administrations, branches of federal universities, medical organizations within the Federal Medical and Biological Agency network, private businesses, entrepreneurs, and media of diverse formats.

MEDIA ACCELERATOR