Media strategies of charitable organizations’ presentations: functional and axiological problems

The article discusses the main contemporary models of media presentation of charitable activities, which illustrate the processes of media convergence and transformation of the functions of journalism - combining information-analytical and advertising goals, the emergence of PR journalism. Media presentation of charitable activities is closely connected with the media text of social topics, and with advertising and PR tasks, which causes some difficulties in the developing of media strategies of charitable organizations. The first basic model of media strategy is built on the principle of “horizontal links” - information is distributed pointwise through social networks without special marketing costs. The second basic model involves the widespread use of professional media resources: journalistic texts and public relations campaigns, the creation of media portals to expand the audience of donors. In today’s Russian media space, the use of business schemes by charitable organizations causes a public debate on the credibility of trust and the forms of accountability of the benefactor to society. The media space of social networks plays a huge ambivalent role in creating a media image of charitable activities. On the one hand, it provides an interactive link between the benefactor and the society, but on the other hand, it imposes special axiological requirements on the benefactor and his media activities.