The elements of communicative strategy in region’s image development

INTRODUCTION. Currently, the issues of region’s image development are of particular importance. This is due to the large migration flows from the regions to the capital cities and the great need to increase tourism in the regions of Russia. The Chelyabinsk region is in particular need of an image adjustment. On the one hand, the region has great potential (natural wonders, historical sites). On the other hand, it has a reputation for environmental problems. The purpose of the study is to analyze the influence of the communication strategy on the process of region’s image development.MATERIALS AND METHODS. The communicative strategy of promoting the region’s image is considered, which is used in its activities by the media group “Our Chelyabinsk”. Research methods: analysis of existing scientific literature, observation, modeling.RESULTS AND DISCUSSION. An attempt has been made to define the term “communicative strategy for the region’s image development on the existing definitions’ basis of speech strategies. It is noted that the goal of the communication strategy of the media group “Our Chelyabinsk” is to increase media influence, through which the media group achieves its mission: forming a community of like -minded people who love Chelyabinsk and try to make it better. The main tasks for increasing the media influence of “Our Chelyabinsk” are highlighted: brand awareness, improving the quality of the a udience, increasing the uniqueness and expertise of content, increasing the coverage of publications. Among the elements of the communication strategy, the name, corporate identity, mission, and information policy of the media group stand out. The history of choosing a name and creating a corporate identity is described and it is noted exactly how these elements work to realize the mission of the media group. The main positions on which the media group’s information policy is based are described: comments, UGC content, SMM strategy, expert content.CONCLUSION. This communication strategy is an important element in the development of a positive image of the Chelyabinsk region.