Digital Media Coverage as a Factor of Increasing the Regional Investment Attractiveness

Media coverage of regional activities directly affects the place reputation that is one of the most important factors in the socio-economic development of the region. Therefore, methodical work on it should be an integral part of the strategic plan for place spatial development. The reputation that a territory has depends to a large extent on the information located both in the offline space and in the virtual environment. It should be noted that nowadays the struggle for consumers' preferences of a regional product is increasingly shifting to online. Therefore, when shaping the place reputation, it is necessary to consider the “digital footprint” that creates the media image that directly affects the perception of the territory by various stakeholder groups. In the current economic realities, of all possible stakeholder groups, investors and innovators are of particular importance, as effective regional innovation systems are the drivers of economic development not only of individual territories, but also of the country as a whole. To improve the reputation and, as a consequence, to increase the regions' competitiveness in the modern information society, it is necessary to pass consistently and systematically the stages of “recognition and acceptance” in the external environment. In this case, the online environment is the place where you cannot just deliver information to many people, but also to target the audience of users saving financial and time resources. Digitalization opens new opportunities for transferring interaction between different stakeholder groups to a qualitatively higher level. The monitoring of media and social media, conducted in the paper, with the use of Medialogia and Brand Analytics platforms has led to the conclusion that the formation of place's publicity is an important component in the implementation of public activity. Participation in various events and ratings, promotion in social networks, implementation of social projects and demonstrating activities are of particular importance for improving reputation. The monitoring has also shown that the region's innovative activity is one of the most important components of the region's attractiveness for almost all stakeholder groups.