Virtual Press Service: The Innovative Format of Communication

Abstract

The fundamental tenets of the maintenance of the virtual press service has been formulated on the basis of international experience and suggestions of experts. The paper reviews main approaches to the definition of virtual press service by domestic and foreign scholars. Based on this analysis, an author's definition of «virtual press service» is formulated. Special attention was paid to essential advantages of the virtual press service in comparison to the traditional one, namely: the formation of a single source for the media and minimizing the risks of publishing outdated or incorrect data from other web resources; prompt receipt of primary information about the company by representatives of the media 24/7; increasing the likelihood of positive and correct publications in the media; demonstration of the professionalism of the press service and the openness of the company; gaining competitive advantage in favor of the media. It was identified the necessity of establishing a virtual  press  service as an image instrument of some other company, establishment or organization. The advantages and disadvantages of a closed and open type of work of a virtual press service with journalists are described. The copyright structure of the virtual online platform was proposed for the effective connection of the virtual press service with means of mass communication, which includes the following key elements: press releases, press kit, photo bank, company information, calendar, contacts. The role and significance of the single corporate style of the virtual press office is being updated. The logo, colors, fonts and design style of the virtual press office must clearly match the identity of the official page of the company, which will allow users to correctly identify a company.