How to get media attention. How to draw public attention to environmental issues? What is news

PR can rarely be effective without working with mass media. Publications in the media are a good way to 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 for the media an authoritative speaker (company or person) in some area, someone to whom you can turn 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 journalists' requests, the bill goes either for days or for 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 some 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 map of the media, 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 - assessment of events, forecast, reasoned opinion. Thus, firstly, you will find yourself in an interesting company, secondly, you will establish contact with a journalist, and thirdly, you will get a mention of yourself.

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. Is on Russian market examples of large companies, press releases from which pour four pieces 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 media coverage of events and activities, and a journalist needs interesting stories and news stories for his 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 brand people who can rock any occasion - Pavel Durov, Ksenia Sobchak, Oleg Tinkov, Nikita Dzhigurda and many others. Often PR people only promote the company, but the tools personal branding open up new opportunities for communication with the media and the field for generating newsbreaks.

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, it is easiest to 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 manner.

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 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 eight "charitable foundations you can trust". 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 chain. Material mentioning the customer was published by three major media outlets, and more than 30 press releases were posted on Internet portals.

In Russia, this tool is usually used only 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 website 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 increase the awareness 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 keep track of important and interesting news. We recommend using different ways submission of information: to 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.

The Constitution guarantees the right to a favorable living environment for every citizen of the Russian Federation. Some of them calm down. The lives of others are laid on the altar of the struggle for the quality of this very right. It is they who, using fabric printing, decorate the city with social advertising, organize rallies near the walls of "harmful" enterprises, gather the conscious public for volunteer cleaning of parks and organize other "green" marathons.

We infect society with interest in environmental problems

In the matter of propaganda, the already mentioned means of modern printing are very helpful. Their diversity allows you to solve many problems at the same time, achieving high results without any extra effort. For example, a tie with a logo will immediately explain a lot to your counterpart, and perhaps it will interest you in the prospect of personal involvement in the movement of advanced and progressive ones. Flags, T-shirts, advertising banners, souvenirs and even umbrellas - all this can bring an idea to the world and find a lively response in the hearts of those who are not indifferent.

What do environmental activists choose now?

Modern man is not so easy to surprise and hook on the living. But some people still succeed.

Eco-world blitz news for inspiration:

1. Graffiti. Residents of Kyiv Podil are admiring a fresh masterpiece by the Briton Fintan Magee. It is unlikely that there is an element of chance in the fact that a huge drawing on the topic of ecology fell on the wall of the State Sanitary and Epidemic Service.
2. Volunteers of Moscow held the Anti-Plastic action in several stages. Saturdays of August 2015 filled free time 1000 volunteers working for the benefit of society, contests, quests, quizzes. On the crest of a wave of public enthusiasm, about 260 kg of garbage was collected (everything was picked up, not just plastic), scattered along the banks of the main metropolitan waterway, along beaches and in park areas. Everything found is sorted, disposed of, sent for recycling. It remains only to reach out to everyone else: so that they don’t litter in the future.
3. The news from Lebanon is less comforting. There, on August 23, 2015, a wave of numerical protests took place. It came to explosives, tear gas and clashes between the population and the police. The reason for the unrest was the overfilled landfill threatening the ecology of the city and the inaction of the authorities regarding the settlement of the issue of garbage disposal.

The important thing is to do something. The environment will not improve on its own. Don't sit back, take action!

The article discusses the importance of involving students in practical activities designed to draw attention to the problems environment. For, the mastery of theoretical knowledge, not supported by practical activities, is not enough to develop the skills of the correct environmental behavior of schoolchildren. The author presents an analysis of the ways of involving modern youth in events and actions, taking into account their age characteristics, enthusiasm for the Internet. Direct participation in practical activities aimed at drawing attention to the problems of the environment and prospecting possible solutions of these problems helps to form a personality with an active civic position, armed with knowledge about the state of affairs in this area, practical skills and skills in working to protect the environment. The relevance of the article is associated with the exacerbation of unfavorable environmental situation on Earth, which is a generally accepted fact, and without taking measures to improve the state of the environment, humanity is threatened with an ecological catastrophe.

ecological crisis

motivation

event

1. Minnebaeva Z.E. Principles of development of ecological culture of schoolchildren in the educational process // Contemporary Issues globalization of the world economy and socio-cultural development of man: materials of reports. result. scientific arr. conf. - Kazan: Fatherland, 2015. - S. 421-424.

2. Schoolchildren's attitude to nature / ed. I.D. Zvereva, I.T. Suravegina. - M .: Pedagogy, 1988. - 128 p.

3. Khusainov Z.A. Ecological culture of schoolchildren: teaching aid. – http://libweb.ksu.ru/ebooks/02 l 28 000418.pdf.

4. Kazan. July 28, 2012. The first step to ennoble the Newlyweds Park [Electronic resource]. ? Access mode: http://kukmor.livejournal.com/853636.html.

5. Earth Hour. Official site of the World Wildlife Fund in Russia. – URL: http://60.wwf.ru.

6. About Greenpeace. Greenpeace official website. – URL: http://www.greenpeace.org/international/en/about.

Growth in the level of development human society due to scientific and technological progress, which is designed to create favorable conditions for the life of mankind. However, in the pursuit of high achievements, a person often forgets about his environment, treats natural resources as an inexhaustible source that allows humanity to enrich itself without thinking about possible consequences. The emerging contradictions between society and the environment cause a severe ecological crisis. result negative impact human on nature is an increase in the level of environmental pollution, a decrease in biological diversity, the disappearance of animal and plant species, an increase in the number of genetically determined diseases.

The causes of the ecological crisis, along with socio-economic factors, are the worldview and philosophical views of a person, because they primarily determine the attitude of a person to his environment and the degree of responsibility for the possible negative consequences of unreasonable nature management.

It is possible to prevent and prevent an ecological catastrophe by changing the value system of modern society, by using the knowledge accumulated by mankind, which could contribute to the formation of an ecological culture younger generation. The ecological culture of a person is manifested in his environmentally conditioned activity. The development of ecological culture implies a complex impact on the cognitive, affective and active sphere of the individual's consciousness. The formation of an ecological culture of students, coordinating and correcting the attitude of schoolchildren to nature, is the goal of environmental education.

However, the acquisition of theoretical knowledge, not supported by practical activities, is not enough to develop the skills of the correct environmental behavior of schoolchildren. Direct participation in practical activities aimed at drawing attention to environmental problems and finding possible solutions to these problems helps to form a person with an active civic position, armed with knowledge about the state of affairs in this area, practical skills and environmental protection skills. Therefore, the involvement of students in activities devoted to environmental problems is the most important stage in the formation of the ecological culture of schoolchildren.

The dissemination of information is of paramount importance. It is important that students know about organizations that carry out environmental activities in the region, the country where they live, as well as existing international movements. This information can be obtained through radio and television, Internet resources, newspapers and magazines. Knowledge of a foreign language enables students to find like-minded people from other countries, discuss environmental problems, share their thoughts and ideas, exchange work experience, thus a foreign language serves not only as a means to solve global environmental issues but also serves the cause of strengthening world peace.

The example of the successful work of the Greenpeace organization contributed to drawing attention to existing environmental problems around the world and creating environmental organizations and movements in many countries.

The goals of Greenpeace are environmental protection, education and promotion of an eco-friendly lifestyle. Global environmental issues such as global climate change, reduction rainforest, overfishing, development of genetic engineering, radiation hazard, conservation of the Arctic are in the organization's field of vision.

The international non-governmental environmental organization Greenpeace has more than 26 regional branches in 55 countries, including Russia. Regional offices are engaged in national environmental projects, following the international strategy. More than 2.8 million people around the world support Greenpeace.

The Earth is our common home, which means that environmental problems cannot concern only individual countries or people, these problems concern the world society as a whole, and they can be solved only by rallying together, together. It is difficult to overestimate the role of a foreign language, through which one can learn firsthand about environmental problems and activities aimed at solving these problems in different countries peace. Knowledge of the language allows you to become part of the world movement, making your own contribution to the common cause.

The global, large-scale is made up of the particular, and hence the decision global problems you need to start small, with the improvement of your native yard, district, city. In particular, work on the school site is of great practical importance, since all students can take part in it. This contributes to the development of schoolchildren's skills of correct environmental behavior in the natural and social environment, respect for nature, develops them ecological culture. The perception of natural beauty by children forms the correct ecological thinking and behavior in relation to nature in schoolchildren. Working under the guidance of a teacher, they acquire practical skills, get aesthetic pleasure from the results of their work, form careful attitude to the environment. They will hardly want to litter the garden they have been ennobling or pick a flower from the flower bed that they have grown for so long.

Within the district and the city, schoolchildren can participate in various activities, such as environmental subbotniks to clean up parks and squares from accumulated garbage; tree planting, which is especially important in connection with the Green Record campaign in the city of Kazan, in which thousands of trees were planted to make our city cleaner and more beautiful; cleaning the coastal zone of rivers and lakes located within the city.

The Green Record campaign began in Kazan in 2012. As a result of this action, dozens of streets, courtyards and squares of our city have been transformed. Anyone could participate in the action and make a contribution by coming to one of the green subbotniks that took place in different corners cities. Seedlings and equipment were issued on the spot.

The slogan of the action was: “Do you want to live in a green city? Come and plant a tree!" Schoolchildren, teachers, students took an active part in planting trees together with officials, deputies and famous people our city. The action gained great popularity among young people, thanks to the local press, television and social networks on the Internet, which widely covered its course. The action had a great educational value for the younger generation, because it clearly demonstrated that in order to improve the environment, direct participation in its protection and ennoblement is necessary.

In 2015, the "Green Record" action smoothly flowed into the year of public gardens and parks in the Republic of Tatarstan. During this year, existing squares and parks were restored and new ones were built, making our city even more beautiful and more convenient for citizens to relax.

Motivation and taking into account the interests of students is of great importance for the success of a project. The Internet and in particular social networks, the active users of which are schoolchildren, where they spend most of their free time in search of friends and communication, have a huge potential for attracting schoolchildren to environmental actions. Information posted on social networks quickly spreads among young people, causing discussions and comments. So why not use this resource to draw the attention of young people to the environmental problems of their native city, village?

Using the activity of young people in social networks, there is an opportunity to successfully attract the attention of young people to existing problems and involving her in interesting projects. Unfortunately, this potential is not used enough and it is necessary to work in this promising direction.

Noteworthy positive experience All-Russian action"Blogger against garbage", which is widely covered in various social networks and is popular with young people. The organizers of the action open groups where everyone can join, determine the place and time of the event, provide the necessary equipment for cleaning. Each participant receives a commemorative T-shirt with the action logo. The media are involved in the coverage of the event: local newspapers and television channels. A report on the event is also posted on social networks, accompanied by photos and comments of its participants. With each action held, the number of its participants increases.

As part of this action, an event was organized in Kazan to clean up the Newlyweds Park (opposite the building of the Central Bus Station and next to the city's River Port). The park was in a terrible state, despite the fact that it is located almost in the center of the city. The organizers and active participants of this event were students of Kazan universities, and what is important, they were joined by caring residents of this microdistrict. The group of activists was supported by the Ministry of Ecology and natural resources RT, having allocated equipment and workers from the city production trust of water and green economy. The DJ entertained the participants of the subbotnik with music and attracted people from the surrounding area to the park. As a result of the action, several garbage trucks were removed and new benches and bins were installed. The park has been transformed and has become a more attractive place for walks and recreation for citizens.

As you can see from this example, young people are ready to participate in activities aimed at solving environmental problems, you just need to find the right motivation. Instead of long educational conversations and forced participation in subbotniks, it is much more effective to find such forms of activities that would meet the interests of today's young people.

Another popular trend is Earth Hour, which was founded by World Fund wildlife(WWF) in 2007 as a symbol of human concern for the environment. The slogan of the action - "All the world for one planet" - reflects its main point. People around the world turn off the lights for one hour as a sign of concern for the future of the planet. This action has grown into an international campaign to save the resources of our planet, in which anyone can take part. Residents of Kazan, and above all students and schoolchildren, take an active part in this annual action. To join Earth Hour, you must turn off room lights, building lights, computers, holiday lights, neon signs, TVs and table lamps, and you can also turn off unnecessary electrical appliances.

Each country during Earth Hour draws attention to what is most important to it on this moment. So in Russia, in 2012, during the Earth Hour campaign, more than 120 thousand signatures were collected for the law on protecting the seas from oil pollution. At the end of 2012, the law was signed by the President and entered into force on July 1, 2013. In 2015, as part of the Earth Hour event, WWF Russia conducted the Time to Think Different campaign, calling for a freeze on environmentally hazardous and expensive projects in the Arctic. The Fund has collected signatures under an appeal to the President of Russia with a request to introduce a ten-year moratorium on the development of new oil fields on the Arctic shelf.

This action is accompanied by charity concerts with the participation of stars and the collection of donations in support of a specific environmental project in Russia. Anyone can become a part of this event, which can not only draw the attention of a large number of people to environmental issues that are relevant for Russia today, but also solve these problems while preserving unique nature our country for ourselves and future generations.

Involving schoolchildren in activities to protect the environment gives them the opportunity to put into practice the knowledge gained in the classroom, allows them to realize their involvement in nature, forms the skills of correct environmental behavior and allows us to hope that our future generation will grow up not indifferent to environmental problems and will be able to accept necessary measures in solving these problems. And possession foreign language allows you to integrate into international organizations and engage in environmental activities on a global scale.

Bibliographic link

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!"

Residents of some Russian cities have 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 "these are urban-type potatoes."

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 Lately 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 mobile app Omskroad. 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 transmit 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 locals decide to draw the attention of the authorities to road problems by patching 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 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 about the lack of jobs, your assistant can speak with representatives of the local plant. 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 any meeting, the speaker's assistants can record the entire text of the speech on audio tape, then select the most interesting places and provide the 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. Relationships can also be built with occasional calls to the editorial office, short lunch breaks together, or arranging meetings with newspaper reporters at 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 the issue raised, announce the meeting, give a strong, well-crafted speech to the city's residents, take the right stand on the issue raised, and then give those present an opportunity to express their opinion. 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, it takes a lot of time to organize such events, but meetings with voters can be very effective and cause positive reviews in the media. However, if you are meeting with the citizens in an election year, be aware of the possible presence of members of your opponent's team, who will not fail to interfere with the normal flow 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 the classroom; 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 every last detail (acoustics, lighting, invitations to participants, assistants during the press conference, etc.) in advance in order to Everything went like clockwork and there were 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 participate, don't wait to be invited.

Charity events: You can take part in charity events that are held all the time 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 are interested in one issue and would like to establish a reputation for trying to solve the problem, schedule a series of events starting with today by 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 conducting thematic events you will be constantly 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.