PR can rarely be effective without working with mass media. Publications in media mass media – good way tell about the activities of your company, form opinions about products, influence recognition and convey the key messages of the organization. If you build the right line of interaction with the media, you can easily solve these problems.

Formulation of the problem

Re-evaluate the importance of publicizing your company's activities in mass media difficult. Journalists always have the opportunity to participate in forming an opinion about your business by publishing in their media, and your success and reputation often depend on this opinion. So what is the right way to work with journalists and make sure that what you need is written about you?

The key to a long and mutually beneficial relationship with the media will be your authority and speed of reaction. Your task is to be an authoritative speaker (company or person) in some area for the media, someone who can be contacted for professional comments. You create the image of an expert, broadcast it to your audience, and, speaking in the media with your opinion, support this image. Of course, starting with mass media, you must already have some proven experience, you can’t be an expert from scratch.

The speed of the reaction is also important. You must respond very quickly to requests from journalists, the bill goes either for days or hours, depending on how long the publication is being prepared. If we consider monthly publications, when there are no obvious jobs, then you may have from 24 hours to two weeks to prepare a comment. The deadline implies that the journalist submits the finished material either to the editor or is already in print, and if you do not submit your part on time, the journalist will have a hole - part of the page will not be closed. As soon as you realize that you do not have time to turn in the material, warn the journalist, the sooner the better. Sometimes you will need, as they say, "right off the bat" to answer the phone under a voice recorder. At some point, you will have to work at this pace, regardless of the fact that you have your own business, you have already left work - right now you will have to give an answer if you want to appear on the pages of this mass media. Refusal to comment, to refuse to provide information for any reason, may cause a situation in which this particular journalist will no longer contact you, simply because he will find another person.

Before choosing media for cooperation, determine your target audience and the messages that suit them. Then create a table (media map, media map) that will list all the media that are most interesting to your target audience. There should be the following characteristics: title, circulation, for sites - traffic, characteristics and coverage of the audience, exit schedules, citation indices (if you know how to measure reposts). The media map should have a decent supply of publications that you can start working with if you have a bright newsbreak, but who is not interested in your daily activities. After compiling the main media map, select no more than 25% of publications in the "red list" - these are the main publications that you need to get into.

Your main task at this stage is to establish contacts with the "red list". Build relationships with journalists and editors of these publications. Gradually move on to work with mass media from your card, but not from the red list. All mentions in the media can be copied and put into your folder (if you don’t have a press clipping or reporting system), this is convenient for both analysis and understanding which media wrote about you and what. Later these documents will be useful for PR-audit.

If you do not yet have some established image and professional weight in the right circles, then it will be quite difficult for you to get into mass media. In this case, you can use the "steam locomotive" technique. The best way to do this is to write your own material that is interesting for your field and insert comments from two experts who are not your direct competitors. For example, such experts may be well-known heads of companies involved in analytics in your market. After inserting two of their comments into the material, put yours as the third comment. This material may be published because of the first two comments due to the sonority of the names of experts, and your mention is unlikely to be cut, especially if your comment is interesting and non-standard. No water, only about efficiency and expertise - an assessment of events, a forecast, a reasoned opinion. Thus, you will firstly find yourself in interesting company, secondly, make contact with the journalist, thirdly, get yourself mentioned.

Before contacting journalists, decide on the purpose and objectives of publications. There is no point in writing about your organization just like that, you need to understand what effect the company should get from the material published in the media. Tell the target audience about the problems you solve and your activities. As the number of communication channels used increases, your awareness increases.

Making contacts

To increase your awareness, you need to either increase the number of mass media, which will cover events related to you, or increase the intensity of the release of materials. Become the initiator of acquaintances with journalists. If you manage to establish a constant flow of materials about your activities, you can become a source of information for the media, which journalists will turn to for comments and opinions on the relevant profile.

Don't pester journalists with the same newspaper, TV or radio station. You must be helpful. There are examples of large companies on the Russian market, press releases from which are poured out four times a day. And okay, important topics, but no - most of the news is suitable, at best, for the company's website. But the PR man does not give up, and clearly reports on the number of press releases sent, including. This is the wrong way. The basis of long-term cooperation with a journalist is mutually beneficial work. You need coverage of events and activities in the media, and a journalist needs interesting stories and news stories for its readers.

Connect with journalists in specialized social networking communities, at events attended by the journalists you need, or in the journalism department. Ask your friends for contacts. You can also invite journalists to events with your participation by sending them Press release a few days before the event.

How to create an information occasion

Information occasion(hereinafter referred to as “newsbreak”) is an event that may be of interest to journalists and editors. An informational occasion is the essence of a press release, the distribution of which is done to achieve several goals: getting free mentions in the media, increasing the citation index on the Internet and getting free publications on thematic sites.

Newsletter from the power tool store

Example: A couple of years ago, the 220 Volt chain of stores offered everyone who would get a branded tattoo to pay 10,000 rubles. A wave of applications was recorded, which is why the organizers had to come up with restrictions for those who wanted to go: age, a certificate from a dermatologist, photographing the process. Anyone newsbreak there is a cycle of life, and for a long time on one idea without additional “infusions” it will not work. Therefore, the news feed was constantly revived. A black guy got a white tattoo and was told about it. An action was announced, in which the organizers were ready to pay 30 thousand rubles. a girl who gets a tattoo on her right breast, provided that the breast is at least the third size (a photo album was created on the social network).

This is an example of acting out a very good bright newsbreak, when you, as a brand company, can promote any idea and give your own interpretation. There are examples of people-brands. The most frequently mentioned "personal brands" from the business sector are, of course, Steve Jobs, Mark Zuckerberg, Richard Branson. They can sway the newsbreak simply by the very fact of participating in the event. For example, remember how Branson lost a bet and spent one day as a flight attendant, shaved his legs, put on stockings and painted his lips. A lot of media wrote about it. Russian examples of people-brands that can rock any occasion - Pavel Durov, Ksenia Sobchak, Oleg Tinkov, Nikita Dzhigurda and many others. Often PR people only promote the company, but personal branding tools open up new opportunities for communications with the media and a field for generating newsworthy events.

A good information occasion is news that will interest the editors from the first paragraph. It should be formulated concisely and competently, and the facts underlying it should be stated briefly and clearly. A good newsbreak answers the question: “Why should this be interesting?”. Its structure always contains a question, the answer to which the reader must find after reading the press release or attending the announced event. The most difficult thing in the work of a PR specialist is the generation of high-quality informational occasions. An event that will become a newsworthy event should attract a wide target audience, influence the industry you work with, and be relevant.

Events, for example, an event specially made for mass media. After all, the easiest way is to hold special events for the press, then you will quickly solve the problem aimed at disseminating information about you. The list of media event formats is quite large. For example: press conference, briefing, press tour (and blog tour), presentation, press breakfast, action, show, sports competition, etc.

A bad information occasion is news about which it is written vaguely and superficially. The first paragraph and headline in press releases is full of superfluous words and devoid of facts. An informational occasion is unlikely to interest a journalist if the topic is stated in a generalized, biased and veiled way.

Never use anniversaries, small partnerships, your new services if they are typical for the market, minor events, comments on minor topics or seriously late to the event as a news item. The average lifetime of a newsbreak is from one to seven days. For daily news media and news agencies, an event that took place a week ago is, in most cases, irrelevant.

What to do if there is no newsbreak?

When there is no suitable newsbreak on the horizon, change the angle of view - look for a new idea. To draw attention to you, show your uniqueness and expertise. If you don't have an informational occasion, the cycle of working with the media will begin again with establishing contacts with journalists. Always keep track of changes in your field of activity and promptly write comments in the “topic of the day” section. Participation in other people's informational occasions, for example, events, will help increase your fame.

Tell me mass media interesting stories through interviews and advice on how to achieve great things starting from scratch in your industry. A feature of the interview may be your age, interests or gender, which is atypical for the industry, or management methods.

Example: A few years ago, freshman philologist Lisa Oleskina created the “Old Age for Joy” movement. In 2011, the volunteer movement "Old Age to Joy" turned into a charitable foundation of the same name. And already in April 2011, the volunteer group was named by the magazine Forbes one of the eight charitable foundations who can be trusted." In December 2010, the group was awarded a diploma of the Commissioner for Human Rights in Russian Federation. Imagine, all this was started by a simple freshman who had to go through a sea of ​​obstacles and difficulties in working with gerontological centers.

You can also become a "news pirate". Today, PR professionals around the world use breaking news to increase their brand awareness and increase sales. This technology is called "newsjacking" (translated from English. "Stolen news"). Using other people's news and news trends can be an inexhaustible source of ideas for your comments on this topic.

Example: In 2013, one of the clients of a PR agency Zebra Company was a little-known network of hostels. Newspaper "Kommersant" said that a law is being prepared that will simplify the work of hostels. Homeowners will be allowed to convert it into hotels with up to 50 rooms without real estate registration as non-residential. Just an hour after the news was published, a press release was sent out on how exactly this law will help hostels, with a comment from the head of the hostel network. Material mentioning the customer was published by three major media, and more than 30 press releases were posted on Internet portals.

In Russia, this tool is usually used only by large companies or famous people, however, even if you are just entering the market, but you understand what's what - nothing prevents you from trying. Due to newsjacking, you can quickly increase the popularity of the site, get the first positions of search engines. However, taking news from the ceiling or inventing fables is not newsjacking at all. To get the result, you must always keep your finger on the pulse and know some of the features of this direction.

• Keep up to date with the latest industry news and topics that are of interest to your target audience. Read websites, subscribe to industry news aggregators. Follow thematic and industry hashtags in in social networks. Follow messages in thematic communities and on brand pages. Newsjacker can't miss a news story.
• As soon as you find a suitable newsbreak, immediately prepare a material based on it. Remember: news quickly loses relevance. If you publish an article on your site in a timely manner, the material will get to the top of search engine results simply because you mentioned the right newsbreak in time and used keywords.
• News items should be thematically related to your activities. Include your brand organically in the news background.

conclusions

Summarize. High-quality publications help to increase the recognition of the company and its products, get loyal customers, gain the status of an expert not only in narrow circles, but also gain wide popularity. Building good relationships with the media can bring great benefits. Work on your expertise and follow important and interesting news. We recommend using different ways of presenting information: for each mass media we need our own approach, somewhere it will not be a sin to draw infographics instead of the next press release.

Finally, pay attention to your relationship with journalists. It is not enough to give your coordinates, any business connection must be maintained. If you establish yourself as a useful and reliable source of information, take the initiative and meet deadlines, you will open your way to the pages of any media. Such relationships give a lot: figuratively speaking, sometimes they turn out to be the foundation of media relations, sometimes - a “parachute” in crisis situations.

June 26 is the International Day against Drug Abuse and Illicit Drug Trafficking. It was established by the UN General Assembly in 1987. Even then, the problem of combating this disease was particularly acute on the planet. Therefore, almost immediately, the General Assembly held a session on drug problems, decided to drastically reduce drug addiction over a decade.

Risk group - youth

Alas, the issue is not only not resolved, but worsened. The number of people who use drugs has increased - and now exceeds 3% of the total population of the planet. The consequences of drug addiction have become threatening, the number of underage drug addicts and women is growing. Average age young drug addicts has already reached the age of 13-14.

The fight against drug addiction has occupied a special place in the activities of the health authorities and the internal affairs of our country. Trouble is brought by the fall in the morality of Russians, the pursuit of many "dealers" for the easy profit that the drug business brings. They do not care about the health of the nation, the measure of success is the money earned on someone else's grief. That is why they seek to strengthen contacts with the countries of the Near and Middle East and Asia. A "significant" contribution to the development of the drug business in Russia is made by Afghanistan close to us, which is the main world supplier of heroin.

After the collapse of the USSR, the problem worsened. The number of drug addicts has increased several times, every fourth crime is committed with the participation of drug addicts. It's not just a problem. This is the pain of the entire world and Russian public. Despite numerous drug addiction prevention campaigns, exhibitions, talks about the dangers of narcotic and psychotropic substances, increased administrative and criminal liability for their possession, sale and use, the situation remains almost unchanged.

According to the results sociological research conducted as part of the monitoring of the drug situation in the Stavropol Territory in 2017, 10.6% believe that it is very easy to get drugs today. 29.8% are convinced that it is relatively easy. Almost one in four is convinced that drugs can be purchased via the Internet. 13% of the respondents noted that there are people who use drugs in their circle of acquaintances.

About a third of respondents (27.5%) admitted that they first tried drugs at the age of 16-17. Almost the same number of respondents (25.2%) indicated that they had their first experience of drug use before the age of 12.

It is significant that only 3.1% of the respondent from the number of those who have ever used drugs first tried them at the age of over 40 years. This confirms the earlier conclusion that adolescents and young people are the most vulnerable group exposed to the threat of drug addiction.

According to 67% of respondents Stavropol Territory, the main reason that deters drug use is the conscious negative attitude to drug use. A third of the responses are reduced to the fact that the fear of early death is holding back drug use, and 20.5% is the fear of contracting HIV infection and viral hepatitis B and C.

Finding yourself is the first fear of an addict

The main reasons for the spread of drug addiction, according to respondents, are the moral degradation of society, permissiveness (50.8%), dissatisfaction with life and social ill-being (44.3%), the influence of the drug business (35.3%), excessive freedom (34.4% ). The disorganization of the leisure time of the population, especially adolescents and young people, is also an important reason. Only 17.2% of the study participants unequivocally answered in the affirmative to the question about the availability of opportunities for spending leisure time in their locality.

According to the respondents, the most common motives for drug use are interest and curiosity. Unfortunately, parents often find out too late that their child has started using drugs. For example, if a child perceives the idea of ​​undergoing voluntary testing for non-medical drug use with hostility, this is already an alarming signal for parents. Finding yourself is the first fear of an addict, even a beginner.

Most parents consider drugs to be one of the biggest threats to their children. But few parents understand how to protect their child from this danger. Many simply do not know how to conduct a conversation correctly so as not to run into a wall of misunderstanding or rejection.

Today's teenagers are often more knowledgeable about drugs than their parents. Therefore, before starting a conversation, it is necessary to learn more not only about how to properly conduct a conversation, but also about the drugs themselves, how they are used and the consequences. Often the child himself can tell about this, if he starts the conversation correctly and conducts it correctly. In addition, it is necessary to know that children and adolescents begin to try and then use drugs under the influence of certain motives. Most often, a child tries a drug to satisfy their curiosity and experience the effects of a drug.

Despite the propaganda of the harm from drug use, the irreversible consequences of drug addiction, adolescents believe that the drug will bring them pleasure, new sensations. And the danger associated with their use will not affect adolescents, because they will only try. Another common motive is a sense of belonging to youth subcultures where drug use is common. Sometimes the use of drugs is an expression of independence, a protest against the society in which the teenager lives.

The most important thing in the fight against drug addiction is its prevention.

What everyone needs to know about the legal responsibility for the use of possession and distribution of drugs

Is drug use against the law? The answer to this question is contained in the Code of Administrative Offenses of the Russian Federation, article 20.20 of which states: for the consumption (drinking) of alcoholic products in prohibited places, the consumption of drugs or other intoxicating substances on the streets, stadiums, squares, parks, in a public vehicle, in other public places, an administrative fine in the amount of 4,000 to 5,000 rubles is imposed, or an administrative arrest for up to 15 days.

Recall that a person who has reached the age of 16 by the time the offense was committed is subject to administrative responsibility. And since his parents are responsible for the minor, the appearance of teenagers under the age of 16 in a state of intoxication, or their consumption (drinking) of alcoholic and alcohol-containing products, narcotic drugs or psychotropic substances without a doctor's prescription, new potentially dangerous psychoactive substances or intoxicants substances shall entail the imposition of an administrative fine on parents or other legal representatives of minors in the amount of 1,500 to 2,000 rubles.

At the same time, if a citizen who uses a narcotic drug - for example, marijuana, voluntarily applied to a medical institution in an effort to get rid of addiction, he can be exempted from administrative responsibility for this offense.

Administrative liability for drug users occurs if they acquire, store, transport, manufacture, process drugs that do not belong to the category of new potentially dangerous psychoactive substances:

a) without the purpose of sale;

b) small.

Actions with drugs on a large or especially large scale, as well as all actions related to the sale of drugs, regardless of their size, fall within the scope of the Criminal Code. And these are completely different consequences ...

For example, if a citizen plucked, dried and stored the drug "marijuana", he can receive up to five years in prison with a fine of 300 thousand rubles.

An even sadder picture emerges in the case of illegal production, sale or shipment of narcotic drugs, psychotropic substances or their analogues. For these acts, you can be deprived of liberty for a term of four to eight years.

Please note that the sale of narcotic drugs is considered to be any means of their paid or gratuitous transfer to other persons (sale, gift, exchange, payment of a debt, lending, etc.), as well as other methods of distribution, for example, by injecting drugs.

At the same time, responsibility for the sale of synthetic drugs - which include "spice", "salt" - comes, regardless of their size. That is, even if we are talking about a small bag with a "mix", this is already a criminal, and not an administrative responsibility.

Perhaps someone will be surprised by the fact that even if a person has a cigarette with “weed” in his pocket, which he offers to his friend or girlfriend, he also commits a crime under article 228.1 of the Criminal Code of the Russian Federation - drug trafficking. Meanwhile, these actions do qualify as selling, even if the friend did not take the money for the drug he smoked.

The same is the case with the so-called "bookmarks", when you can be asked with a simple request - to put a small bag in a specified place or take a small bag from a cache, and in return they promise a certain amount of money ... It would seem like a trifle, nothing needs to be done, and money is almost already in your pocket, "easy money" - even too easy not to pay attention to it and not to be alert .... Of course, you may not even know what is in this bag, however, as you know, ignorance is no excuse, and free cheese is only in a mousetrap. After all, you took the bag or put it in the indicated place. So, it's you - the distributor, the criminal. And it is you who “shine” imprisonment - at least for a period of four years. And if this bag was also handed over to minors, then this threatens with imprisonment for up to 20 years with a fine of one million rubles.

What to do if you find a cache of drugs?

It is quite understandable that drug dealers try to eliminate direct contact with the buyer by inventing various ways to deliver the "goods" to the buyer. Most often, dealers hide drug bundles (“bookmarks”) in public places: under benches, in fences, in house entrances (glued to railings, put in electrical panels, between window frames), in flower beds, children's sandboxes, just lying on the street a pack of cigarettes, for various items. Then, through correspondence in ICQ, Viber, WhatsApp, Telegram, the location of the drugs is reported to the buyers.

To an uninitiated person, this whole process may seem like an adventure game, some kind of quest, according to the terms of which one person hides, gives hints in instant messengers, while others pay money and search. Thus, everyone in this situation plays his own role assigned to him by the drug dealer, not thinking that this game is not for life, but for death.

Therefore, once again, when performing this or that act, making a choice or the next step in life, remember: you cannot return to the past, there is no time machine ...

If you accidentally discovered such a hiding place or witnessed its laying, be sure to report it via communication channels 102 or 112. Before the arrival of the police squad, try to remember the signs of all suspicious persons who are “spinning” in your yard, so that later they describe in detail to law enforcement officers. In no case do not take the "bookmark" in your hands, because you do not know what lies there. The substance may be poisonous! In addition, by examining an untouched "bookmark", the police can take fingerprints of intruders.

On the game

Police officers pay considerable attention to conducting awareness-raising activities among adolescents and young people, parents and teachers about the dangers of drug use and about the responsibility provided for by the legislation of the Russian Federation for participating in their illegal trafficking.

In the Stavropol Territory, operational and preventive measures and actions have become traditional, such as “Children of Russia”, “Conscript”, “Tell me where they sell death”, “Poppy”, Internet lesson “I have the right to know!”.

Among the youth, the operational-sports game “On Guard for Life”, organized for the third year in a row by the drug control department of the Main Directorate of the Ministry of Internal Affairs of Russia for the Stavropol Territory, has gained popularity on the eve of international day fight against drug addiction and drug trafficking.

Plunging into the adventure game, participants try on the role of employees of operational departments, perform intellectual, strength, sports individual and team exercises, demonstrate knowledge of anti-drug legislation, rights and legitimate interests of a person, practical skills necessary for law enforcement officers (operational, investigative and expert -criminalistic services, service special purpose etc.), identify alleged drug dealers, thus collecting clues-evidence to find a cache of drugs and psychotropic substances in the final.

At the same time, the preventive campaign “Tell me where they sell death” is gaining popularity, which encourages citizens to report information about known facts of possession or sale of drugs. You can report this information by calling 8-800-100-26-26, "02" or "102" (from mobile phone) around the clock.

In the framework of the International Day against Drug Abuse and Illicit Drug Trafficking in all municipalities The Stavropol Territory organized a lot of interesting thematic talks, concerts, flash mobs, sports competitions, contests.

“The fate of all is the same - either the dock, or death from an overdose ...”

Interview with a former drug addict.

- Sergey, how old are you and when did you start using drugs?

- I'm nineteen years old. I have been using drugs since the ninth grade. It all started with weed - with hashish, in the basement of the house, where we, teenagers, gathered and talked. I was offered to try, I did not refuse out of curiosity. Very quickly - it happened when I left school, having managed to fully complete only the ninth grade - I switched to hard drugs, to opium, and so on. The first time you try them again out of curiosity. And then you already understand that you, your body feel bad without it, you cannot live without them, and you need to use them as often as possible - every day. I have been using them for about four years.

– Do traffickers sell drugs to all interested schoolchildren, or only to a limited circle of people?

- Of course, they try to sell to trusted people or those who will not rattle left and right about it. Now distributors have become more cautious. It used to be, for example, there were points in the yards - they sold everything to everyone. But not now. Now times have changed a bit. There was a danger from law enforcement agencies.

- In general, according to appearance and the state can understand that a person uses drugs?

- Can. The eyes change a lot. When you get stoned, they sort of go down a bit. Blue circles. The face is a little pale. You can see a person when he is stoned.

At what age do students start using drugs?

- I know those who started using them from the age of 12-13.

- Sergey, where did you get money for drugs? Where did your drug addict friends get them?

- Everyone as he can. Buys something, resells something. Begging, borrowing, stealing. We'll see how it goes. This is a certain kind of activity. If only there was money.

– In your opinion, what should society and the authorities do to prevent people from falling into this environment?

“We just need to keep them busy with other things so that they don’t poke their nose into it. Well, to protect from communicating with bad people. On the other hand, a person should have some goals, probably from childhood. Everything depends on the person, on him alone the responsibility lies for his actions, for the choice he has made.

“You haven’t used drugs for six months now. Some may think that this can be easily done ...

- It is difficult to get over it, to overcome it. I just couldn't walk for three weeks.

– You used hard drugs for about four years. Is this considered a long time or not?

- Among drug addicts, no one is even curious about who uses how much. When you get hooked on the “system”, it doesn’t matter how much time you use. You are on the system.

How many of your drug addict friends have died?

- The fate of all drug addicts is the same - ends either in the dock, or death from an overdose. If you give up all this, maybe other options will appear. And so - no.

- Did you have problems with law enforcement?

- Yes. Detained during raids. Often just to clarify the circumstances, because the police know that you use drugs - and you can steal something. Pick up and check. When you start going there, they already know you there, and over time, more and more often you get there.

- Sergey, are you not afraid that after this interview you may have problems with the environment in which you were recently? Suddenly, someone from this environment, according to their concepts, considers that you need to be “punished”?

- There can be no worse punishment than being a drug addict. With this interview, I am trying to draw attention to the problem of drug addiction and warn teenagers, young people, to warn them about the trouble that awaits them if they take the first step towards drugs out of curiosity.

The state of roads in Russia is traditionally considered one of the main problems. In the pits and potholes on the pavement, residents, as a rule, blame the local authorities. Somewhere the situation is changing for the better thanks to criticism, but somewhere not. Lenta.ru found out how Internet users are trying to draw the attention of officials to road problems.

"Hello, I'm a pit!"

In mid-April, at the Novosibirsk road pit, located at the intersection of Kotovsky and Geodeticskaya streets, an account appeared in Twitter. The page was started by marketer Dmitry Mishin.

He posted photos of the pit with humorous comments on his Twitter account, and then, at the request of Novosibirsk residents, started a personal profile for her.

In her posts, Dmitry talks about the everyday life of the pit: she invites extreme driving schools to cooperate, offers her water supplies to drought-stricken African countries, and asks to be included in the register of small lakes.

From time to time, local media publish reports that the road has been repaired, and the pit on Kotovsky has been filled in. However, the pit itself refutes this information. In particular, in early May, on her Twitter, she said that everything was fine with her - she just moved 20 meters towards Vystavochnaya.

According to Mishin, the pit appeared back in 2015. Then the road was repaired and new asphalt was laid, but after the winter the pothole reappeared in the same place. In early April, it was covered again, but due to rains and a large traffic flow, the embankment soon disappeared again.

"Look out, landings!"

The inhabitants of some Russian cities decided to productively use road pits, turning them into beds. For example, a resident of Chelyabinsk planted potatoes of the Mayor variety in one of the city pits. He said that "the ratings for this potato are just fantastic" and added that they should be planted in potholes on the roads, because "this is an urban type potato."

At the end of the video, the man admitted that the potatoes in the pit might not grow, but the pit itself became smaller thanks to his action. He urged other residents to deal with road potholes in the same way: “Take shovels, cucumbers, tomatoes and plant them in the pits of the city of Chelyabinsk. Let's make a garden city out of Chelyabinsk.

Residents of Perm at the end of April held a similar action - "Hell instead of roads." Local media reported that several deep potholes on Vasily Solomin Street were covered with soil in which plants were rooted.

After that, the protesters installed signs on the road beds with the inscriptions “Caution! Landings!”, alluding to the fact that embezzlement of budgetary funds allocated for road repairs is criminalized in Russia.

Omsk roads, notorious throughout the country, have also turned into garden beds. In the pits on the highway connecting the capital of the region with the village of Ust-Ishim, unknown people planted trees. With this action, they hoped to warn drivers of the danger posed by deep potholes, as well as draw the attention of authorities to the poor quality of roads in the region.

Omsk roads

The poor condition of the roads in the Siberian city of Omsk began to be discussed throughout Russia after the post of blogger Ilya Varlamov. In early April, he stated that “there is not a single kilometer of a whole road in Omsk” and confirmed his assertion with many photographs.

Then, during a direct line with the president, a resident of Omsk, Yekaterina Chernenko, spoke about the poor state of roads in the city. Putin acknowledged that the problem of the state of roads in the country is recent times escalated. According to him, funds from the road fund are often spent inappropriately, and the situation requires changes.

The governor of the Omsk region, Viktor Nazarov, immediately responded to the complaint. He agreed that the situation with the roads in the region is critical, but he saw the reason for this in the "chronic underfunding of the industry over the years."

The next day, officials said that four thousand were repaired in Omsk in a day square meters roads. However, an Omsk resident complained to the president that the city authorities were misleading everyone and did not carry out any repairs.

A few weeks later, Omsk programmer Vladimir Barsukov created the Omskroad mobile app. It is expected that it will help control the quality of roads. The smartphone on which the application is launched will measure the level of vibration when driving a car using a special accelerometer sensor, which is found in almost all modern gadgets, and transfer this data to the application.

Then the measurement results will be plotted on the map. Good and smooth roads in the application will be colored green, and streets with a lot of potholes will be red. In the future, Barsukov plans to create something like a navigator based on this application, which will help drivers move only on safe roads.

While the application is working in test mode, however, its creator promises that in the near future it will be available for download on Google Play.

What is not a pity

Sometimes local residents decide to draw the attention of the authorities to road problems by patching up the pits on their own, however, in a very unusual way.

For example, dental technicians from Barnaul filled up the pits on Zarinskaya Street with plaster casts of human jaws. The organizers of the furious action are confident that the gypsum teeth will gradually turn into the starting material and thus patch up the pits.

Residents of Murmansk also took up non-trivial road repairs. The FlashNord news agency tweeted a photo of locals filling road pits with cucumbers.

And the most radical repair of road potholes began in the seaside Arsenyev. Motorists poured 34 kilograms of coins and several banknotes into a huge pit on Lomonosov Street, and then filled it with a cement solution. Local media

Solomatin admitted that it was not difficult for him to take the photos and videos that formed the basis of the video: for this, he “just had to leave the house.”

Butterfly Effect

It is too early to draw conclusions about whether all these actions will have any effect. Road repairs are carried out in dry and warm weather, and in some Russian regions the snow has just recently melted.

However, for example, the Omsk authorities have already launched an unprecedented road repair campaign. The mayor's office said that they had already begun the first major road repair in the last ten years. By the 300th anniversary of Omsk, which will be celebrated in August, the authorities promise to replace the road surface on 21st Street.

The following are ways to get the attention of the media (media). The order in which they are listed does not correlate with their degree of importance or effectiveness.

Speech presentation: One way to get into the local media with your appeal is to prepare an oral presentation to the residents of the area and invite representatives of the local media to a meeting. If you choose to speak on the issue of lack of jobs, your assistant can speak with representatives local factory. If you're raising the need for affordable health care, your assistant could give a speech to retirees. Try to meet with the school teachers' council and discuss the need to improve the system public education. Plenty of possibilities. It is very important to consider the timing of such events so that media representatives can certainly come and talk about your communication with the residents of the area.

Short radio interviews: During a meeting, speaker assistants can record the entire text of the speech on audio tape, then select the most interesting places and provide material to the radio station. Or the speaker may arrange an interview with a local radio station for an on-air interview. If the representatives of the local radio did not come to your performance, call them yourself. As a rule, they will be happy to interview you by phone.

Newspaper strips: Many newspapers, especially weeklies, have several columns for information about the activities of elected officials. If you don't put your name in the papers, then maybe you should think about it. Do not be surprised that in an election year, many newspapers will want to increase the number of such columns. If you can afford to pay for the publication of your information, consider using newspaper columns.

Meetings with editors/reporters: It is very important to know the editors and reporters you will be working with. One of the ways to get to know newspapermen better is to visit the editorial office of a local newspaper during your next trip to the region. Such visits by your team members should be planned in advance. Relationship building can also be facilitated by occasional calls to the newsroom, short lunch breaks together, or arranging meetings with newspaper reporters in their newsroom where the candidate or elected official talks to the reporters about various issues. It may be flattering for a newspaper editor to have an elected official call him and ask for his opinion on a subject. The purpose of such contacts is to establish a good working relationship, and not to contact the media only when you need something from them.

Meetings with citizens: Consider holding a meeting with the residents of the city on a burning issue. For example, if you want to "earn a few points" on an issue raised, announce the passing of the meeting, give a strong, well-crafted speech to the city's residents, take the right stance on the issue raised, and then give those present an opportunity to express their opinions. During these meetings, you can distribute a questionnaire in which the citizens present would write down their name and address. Thus, you will replenish the lists of voters that will be useful in the future. Of course, such events take a lot of time to organize, but meetings with voters can be very effective and generate positive media coverage. However, if you're meeting with citizens in an election year, don't forget to possible presence members of your opponent's team who will not fail to interfere with the normal course of the meeting.

Press conferences: Press conferences are not only inviting media representatives, speaking from the rostrum and distributing press releases. It's something more. If the location of the press conference is not of visual interest, then the TV people may not come. Why would they film a politician when they could film a woman who grew a squash shaped like the outline of Ohio. To make sure that your press conference material gets into the TV news coverage, you need to think about the visual aspect of the press conference venue and its content. The location of the press conference should be relevant to the topic of your speech. For example, if you are talking about the need to improve the education system, hold a press conference in school class; if you want to draw attention to the problem of destruction solid waste- the city dump will be a suitable place for a press conference; the need for affordable health care can be discussed in the hospital. It is very important to consider the timing of the press conference. If there are three major events in the city at the same time, you shouldn't hold your press conference at the same time. If you are hosting an offsite press conference, it is very important that someone you trust prepares and checks everything beforehand. the smallest details(acoustics, lighting, invitations to participants, assistants during the press conference, etc.) in advance so that everything goes like clockwork and there are no unpleasant surprises. Nothing could be worse if it rained at a press conference scheduled outside and you don't have a fallback option. After the conference, contact reporters who didn't show up, give them press releases, and give them the opportunity to ask questions.

Opening ceremonies: Opening ceremonies are always covered by the local media. For you, they may be of particular interest if we are talking about the opening of a new workshop of the plant or this event has something to do with the creation of new jobs. If the next grand opening matters to the people of the area, ask permission to attend, don't wait to be invited.

Charity events: You can take part in charitable events that are held all the time by various organizations. You could donate blood, spend the day serving in the canteen for the poor, and so on. Do not wait for an invitation, just arrange your participation with the organization responsible for the charity event.

Thematic events: If you're interested in one issue and would like to establish a reputation for trying to solve the issue, schedule a series of events from today through Election Day. For example, if an elected official wants to create an image of a supporter of the improvement of the education system, he can be scheduled to visit schools, speak to teachers' councils, teach a lesson, etc. Each of these events must be announced. When holding thematic events, you will constantly be in sight, you will have to travel around the region, maintain relationships with representatives of local media. The key to the success of such events is to make them interesting for reporters.

Sports activities: One of the entertainments in life is sports. Everyone is following with interest the performances of local sports teams, including media representatives. Don't miss this opportunity. You can speak at the banquet dedicated to the opening of the new sports season, with the resolution of the local sports committee, etc.

Press releases: Use press releases to keep the media informed about your position on an issue. Newspapers and even TV and radio stations may quote portions of your press releases, although they generally prefer to deal with the elected official himself. Send out press releases on time and often, but don't use them as a substitute for holding events or interviews over the phone or in person.

Press package: You should prepare a press package that should include the following information: a photo of the candidate holding an elected office, biography, major accomplishments, recent press releases, documents supporting the candidate's or elected official's key positions.

And also about how to attract the attention of the media.

Once you've decided that media coverage of your activities is important, there are many ways to establish an ongoing working relationship with the media. Some are simple, others require creativity and certain costs. If you come up with something new that has not been tested by anyone before you, don't be afraid - try it.

Send out a weekly schedule of candidate events.

Send the media a copy of the newsletter you publish for your volunteers.

Your candidate can comment on current events, even those not specifically related to the life of the region. However, think about how to address the region's issues in your speech.

Try to arrange for the candidate to speak at an event that will likely be covered by the media.

Invite members of the media to the candidate's speeches to specific groups of voters.

Offer a list of all members of the election campaign organizing committee, as well as campaign coordinators in the region.

Announce a fundraising event the day before and the day after the successful completion of the event.

Report all those who support your candidate.

Do not hide the funds allocated and used for the election campaign.

Create a team dedicated to solving any issue. Tell us about its creation and tasks.

Announce all visits of dignitaries. Organize trips for them around the region, acquaint them with local problems. Tell about each of these visits before, during and after.

Organize a non-traditional candidate support group (for example, some of the opponent's supporters in the past have changed their orientation and decided to continue supporting your candidate), come up with interesting name this group, tell the reporters about it.

Tell us about the main projects your volunteers are involved in.

It is desirable that paid information placed in the media arouse reporters' interest and desire to take an additional interview with the candidate for free.

Leverage your contacts with the media. Ask them to write about your candidate's campaign work: working with the mentally ill, actively including the candidate's family in the campaign.

Write a note on any topic, using the opportunity to place this article in the column reserved for the opinion of the guests of the newspaper.

Try to get the support of the editors.

Watch the mood of the voters. Voter grievances can be used as issues your candidate is addressing.

Encourage volunteers, helpers, etc. Invite members of the media to such events.

You learned that citizens are collecting signatures on some issue. Express your concern about the issue raised. Invite the media.

Follow the activities of the legislature, express your opinion on the bills under consideration, including in the form of written statements. Organize a public discussion of these issues.

Organize a "Write a letter to the editor" campaign. The meaning of this campaign is that citizens who support your candidate write letters to the editor with positive reviews about him or answers and rebuttals to letters from the opponent's support team.

Carry a camera with a loaded black and white film. Take pictures of your candidate while accompanying him on trips. Use these photos for press releases and more. Come up with captions for them.

The question of how to work productively with the media is answered by Roman Avenirovich Yushkov, journalist, executive secretary of the newspaper "For a person" (publication of the Perm regional human rights center), editor of the Periscope Information Agency, which covers the problems of social activity and protection of public interests, activities of various initiative groups and non-profit organizations.

In what cases can one contact the media and what will it give to solve the problem?

The media should be contacted in almost all cases. We live in the information age, and it turns out that what is not in the media, in the information field, is not in reality either. That is, whether we are conducting any kind of peaceful negotiations with the authorities, for example, municipal or state. Or we enter into some kind of conflict and achieve our goals with harsh protest means. In any case, we just need the information component of our activities. If we have reached some kind of agreement with the authorities, then it is necessary to make this agreement public, so that it becomes more stable, so that it would be much more difficult for the authorities to give reverse. All the more, each stage of resolving any conflict situations deserves to be covered, because the Power very often is such a nocturnal beast that does not like to be pulled out into the light. And therefore, publicizing the actions of the authorities, our actions, some aspects of interaction is a prerequisite for increasing the degree of success.

At any social activities, from any all-Russian public organization with a staff of hundreds of people to a small initiative group of three people who want to ensure that, for example, near the school they stop parking cars on lawns and plant green spaces, in both cases publicity is needed. And work with the media is the main component of this publicity.

What is the best information occasion for the media?

Any turn of the conflict, any success that we have achieved in this conflict, any decision of the authorities, a resolution or a court decision, the filing of any appeals, claims to the court, the direction of collective complaints, complaints to the prosecutor's office, getting answers, if they are at least somewhat meaningful - all this can become informational occasions, that is, those reasons for which we can force the media to talk about ourselves.

Suppose we have a reason - how to attract the attention of journalists? Where to apply?

There may be several options. If we have some kind of permanent activity, that is, this is not a random occasion, but a certain program of action, it does not matter if you have a registered legal entity or it is just a spontaneous initiative group. If we have a long-term program of action, then we should already take it seriously.

The optimal technology, which I usually recommend to serious initiative groups, when people are responsible for their work and really want to achieve some results, is to nominate a press secretary from their ranks. That is, a person who has at least some experience - at least minimally journalistic, for example. Accordingly, this person must collect the address base, the e-mail addresses of the media (after all, I can also transfer such an electronic base, which has been accumulated over the years). This person should send regular press releases to all media outlets. This is a serious duty, he should, if possible, be released from other activities.

Often people don't take it seriously. You ask: “Do you work with the press, with the media?” "Yes, we are working." "How do you work?" “Well, one woman has a cousin-niece, she works at the Europa-Plus radio station in Perm, for example, and she said twice on the news.” This is a completely amateurish approach. Today we have hundreds of media outlets in the city, different ones, primarily electronic ones. There are so-called active bloggers - these are people who run LiveJournals on the Web, who are also a resource. Therefore, if you create news, and your goal is to get into news feeds on radio, television, the Internet, newspapers, then, accordingly, your press release should go to these hundreds of media. go to in electronic format, naturally. And it will be very good if your own press secretary does this.

If it is not possible to find your own press secretary, contact friendly public organizations: to the Perm Regional Human Rights Center, to the Perm Civil Chamber, to the GRANI Center, to us, to the Periscope Information Agency. And we will already build some system of information support and dissemination of information for you.

Are there any Permian media that you can contact separately? Is there any reason?

It always makes sense, in addition to mass mailing, to additionally apply to the most rated media, duplicate your appeals orally and to those media that, as you know, are especially friendly to you. But in our situation, it is always useful, in addition to mass mailing to the e-mail addresses of journalists, to turn to TV channels. Perhaps, in addition to specific journalists who are interested, send information to their e-mail addresses after an interview with them or send it by fax.

There is a radio "Echo of Perm". It is quite active, willing, boldly working with various public and protest initiatives. It always makes sense to make an additional call there, to make sure that they have received your press release, if they have not received it, then send it again by some alternative channel, by fax, for example, or at least just verbally report the essence of the event.

It probably makes sense to contact the most rated Internet sites in Perm. As of December 2010, these are 59.ru and prm.ru, but the situation in this area is constantly changing, so you need to keep track of it.

Can you name specifically the Permian publications that you spoke about - the most rated ones?

In the electronic sphere - 59.ru, prm.ru. Further, alas, cinema is still the most important of the arts, as V.I. Lenin, so we need to work additionally with television. If, for example, at your event, picket, meeting, television is involved in some kind of conflict situation, a camera appears - this is very good.

In general, Perm television, of course, easily works at the behest of, for example, the press services of the administration, regional, city. And, nevertheless, it is impossible to pay for everything and keep track of everything. Therefore, it is necessary to work with all four channels that have news today: T7, Rifey, UralInformTV and VETTA - this is not so much.

What about print publications?

It is clear that it would be good with your problem to get into the most widely circulated printed edition. Today in Perm it is Friday, if I am not mistaken, 150 thousand copies. "Local time" is probably on the order of hundreds of thousands. Although "Local Time" is a very specific publication. They work too closely with the government and business. Therefore, when you enter into a confrontation with the authorities, it will be difficult for you to get Local Time to write about your problems. But it happens in different ways - they also need to strive to periodically show that they can give some kind of independent view of the conflict situation. So you have to try.

Does it make sense to contact the federal media?

It makes sense to contact the federal media if your informational occasion is very bright, if this is an event of a federal scale. Well, for example, if you decide to block the Trans-Siberian Railway, which runs near your school, around which you have a conflict, confrontation, I think that this is a worthy reason to contact the federal media, somewhere on REN-TV, for example .

Or if several dozen parents lay down in the school corridors in protest against the fact that some deputy N. or M. takes the school building from you. This event is already quite bright, and you can claim the attention of the federal media. If you just have an ordinary meeting with a representative of the administration, where you articulate your claims to each other, you are unlikely to be able to attract the feds.

Please tell us about the work of the Periscope Information Agency. How can you cooperate with him?

Information agency "Periscope" operates in the mode of e-mailing letters to media addresses and in the mode of publishing on the website. This is such a branch of the Internet site of the Perm Regional Human Rights Center. In principle, anyone can easily get acquainted with our activities, if they type the address periskop.prpc.ru, you can see what our messages are. We focus our attention on the coverage of various public initiatives.

How we work… For example, we receive information directly from participants in an initiative, from participants in events, or from people who have acted as plaintiffs in a lawsuit. We try to get from them not only an oral comment, but also some documents from which we can more clearly form a picture. Then we make a news message. And this news message diverges, probably, to 300 addresses of the Permian media, individual Permian, and not only Permian, journalists (to Yekaterinburg, to Moscow). This goes to those media that use our services and, accordingly, on the one hand, it is republished in some unchanged or slightly changed form. On the other hand, it encourages independent work journalist. In order for a journalist to take a camera, take a voice recorder and come to your specific event, if it is, for example, an announcement. Or he did his little research and wrote an article about your situation.

How can I contact you?

You can get in touch by phone 212-90-01, you can talk about your situation and send it by e-mail [email protected] our messages, with which we will already work and somehow bring them into a standard format of news information.

In what cases special events are needed to attract media attention to the problem. Are there any specific cases? And what will those events be?

Special events are needed very often in cases where there are not enough informational occasions that appear by themselves. Moreover, to a large extent, your activities should consist of organizing such special events. And, in fact, even trial often serves as such a special event. It is often necessary to file lawsuits knowing that they will not be won, but nevertheless, this will force the journalist to come to the courtroom and, accordingly, cover this lawsuit.

It could be dozens different forms special events: conferences, meetings, round tables on your topic, negotiations with the opposite side, moreover, in this case public talks to which the media can be invited; street activity, that is, pickets, rallies, demonstrations, marches, some kind of street meetings, it always looks bright and attracts attention.

You can practice some kind of public appeals at meetings of deputies with voters, for example. You know that there will be journalists there, that is, everything is already organized there without you. You just come there as an initiative group and make them talk about your problem. Moreover, in your speech you show that the problem is extremely acute, that it is worthy that this deputy or governor, another representative of power - the mayor - deal with this problem, and that it is worthy of the media present to write about it.

Any informational PR work is not only a question of how to cover, but also a question of how to organize your activities so that it is conveniently covered. People with some experience in public PR activities can assist you, dear young activists, not only in covering, but also in thinking through your activities in terms of attracting attention to it. You can contact me, in particular, and we will discuss with you how to organize your activities more publicly, more effectively, more effectively.

Roman Avenirovich, tell us briefly about the rules of communication with journalists.

The worst thing you can do is say: “We have such a problem, such a problem, all hope is only on you! Help, dear ones! This is such a Soviet approach, which proceeds from the fact that the press is such an assistant in good deeds. Alas, the situation is completely different. Today, the press and all the media is a business, they need to give out an interesting product in order to attract readers, viewers and listeners. This is what must come from. Therefore, no requests for help! You can use the words “Please, you are very welcome to come” only if the journalist is a very close friend of yours. If you provide adequate, correctly compiled, that is, sufficiently complete, clear, and clear information on an interesting public issue and provide it on time, not an hour before the event, but a couple of days, for example, then no requests are needed. Journalists will be grateful to you for it, they will come and work.

Of those 200 recipients where you will send this information, there will be 5-7-10 who will be interested in it. Therefore, you just need to clearly, technologically conduct this information work and the press will help you. The general tone of communication with the press should be the tone of polite partnership: not ingratiating, on the one hand, on the other, not boorishly cursing: "We know you, write everything in your own way, as they tell you in the mayor's office, you will distort everything and redo it ...". This is not necessary - the journalist who is in front of you is not responsible for other journalists, even for colleagues from his television company. Therefore, politely, clearly, clearly and in the spirit of business ethics. For example, if a journalist asks for a court decision on your issue, and you promised to do so, then you cannot lie. It is in your interest to convey this judgment to him. I am speaking here as a journalist, I know that people are very often completely non-executive, irresponsible, I don’t want to have anything to do with such people. Be responsible partners and the press will be pleased to do business with you, they will be happy to cooperate with you