How netizens try to draw the attention of the authorities to road problems. A striking photo project as a way to draw attention to environmental problems How to attract the attention of a loved one

“Effective press coverage is about aligning your goals with those of the media. If you do not consider what kind of information is required by the press right now, consider that you are sending your materials into a black hole. ”

Marcia Yudkin "Six Steps to Free Advertising"

Well said. It is very well said. Almost 12 years of my life have been devoted to the media and it seems to me that I understand something in the thinking of these people. The owners and top managers of various mass media are ordinary people who look at the world from the other side of a TV screen, newspaper page or computer monitor.

In order to learn how to attract the media without money, you just need to understand how they interact with society. The scheme is pretty simple, like everything in our life. Journalists take information from society, then give it a certain context, and return it back. All. Income is generated by creating a context. A certain context for the presentation of information is formed by the audience, its qualitative characteristics. Now there are not many recommendations on how to get into this very context. Consider all the little things listed below, and you will have a chance to negotiate with the press about a free consecration of your Event.

Before you start writing, there are a few things to keep in mind that will help you write a good press release.

First, you need to be clear about who will eventually have to read your document. This will help you define your message style and understand what kind of media you need.

Second, the goal. Does your press release describe or announce the Event? Do you want to attract people or build a positive image? Think about the emotional message of your press release (article).

Third, meaning. What exactly do you want to tell people about? Try to avoid additional semantic loads, remove all unnecessary. Better write another press release later.

Now the most important thing. How to convince the media that this information is of interest to a wide range of readers? Come up with convincing arguments.

As Tom Peters, the internationally recognized management guru, said: "Seek heroes, tell stories."

Unfortunately, few remember the basic law of PR: to get press coverage, you have to create an interesting story. Creating any story begins with answering five basic questions: who, what, when, where, and why. Add the "how" here and you are a winner.

Press release structure

Before sending information to the media, check if you have posted it on a corporate resource. If you yourself are not interested in publishing the resulting document, why should anyone else be interested?

And one moment. If you don't know how to write interestingly, find someone who can do it. The fact is that serious publications employ people who receive up to several dozen press releases a week, not counting the information that comes from the news feeds of news agencies. These are professional readers who do not need to describe all the delights of the Beer Festival in Moscow. They are cynics who send hundreds of different press releases to the trash can every day. But they are the ones who leave materials interesting for their publication, hand them over to journalists and send them to find the missing information. They have such a job, they get paid for it, they are professionals!

Therefore, once again imagine the editor of the department you need and carefully read the compiled press release. You just need to remember that the editor does not work in the commercial department, so if your text was composed in order to place it for money, with the mark "for advertising rights", then contact the advertising agency directly. No need to waste your and editorial time. It, as usual, is not enough, and there is a lot of different information. Hence the conclusion - be brief.

It is believed that the text should not contain more than 500 words, however, some argue that the limit is 300. From myself I can only say one thing - a professional will always appreciate brevity.

What else can an editor appreciate? Significance, of course. All information that you offer to the publication must be socially significant, deserve everyone's attention and be truthful (the facts will be checked, you can be sure). What is good media? It is a mass media that is able to keep the reader's attention, that is, to create an information environment interesting for potential advertisers. People love to read and watch things that can affect their lives in some way. This is exactly what should be present in your press release, then you are guaranteed success.

Although ... Practice shows that the right media and a well-written press release is only half the battle. Editors, journalists, reporters and other media people need a special approach.

So I have to burst out with another list of recommendations, now from the category of communicating with them. First of all, you need to understand that most people work in the media out of conviction, not for money. This means that they have a sense of their own importance in abundance, because they are really sure that the media is the fourth estate.

Do not misunderstand me, I am not questioning this fact. As a psychologist, I am primarily interested in the behavioral model of the subject. That is, how to negotiate cooperation with him or her ...

First, make it clear that by supporting your Event, he is doing a socially useful cause. And thousands of townspeople (villagers) will be madly grateful to him for information about the Event.

Second. Explain in detail the benefits of the publication from cooperation with you. That is, you need another commercial offer, which will describe in detail the advertising opportunities of the Event, and what you offer to a particular publication.

Third. Be damn respectful! Especially in the little things. At the first contact, send a press release in the body of the letter, as a huge number of Internet users simply delete all messages that contain incomprehensible attachments. And journalists are no exception. Maintain a formal, respectful tone in correspondence and in person. They hate familiarity from unfamiliar people. Try to write as competently as possible. Avoid grammatical mistakes. This is what all people who work with texts hate.

If you need to find out if the press release you sent is readable, it is enough to do it at the secretary level. You should not call the editor, especially on a mobile phone. This can be perceived as pressure. Present a book or disc with any information about you and your past achievements. They must know exactly who they are dealing with.

The release of a newspaper, magazine, TV program is a conveyor belt, a real production. Without huge areas, rumbling machines and lakes of machine oil. However, this is production in the truest sense of the word. This is probably why the people of this profession are not distinguished by their gentle nature.

However, if you manage to build a relationship with them ... "this can be the beginning of a good friendship", - as the old gigantic Gyrga Pitich said in Kusturica's film "Black Cat, White Cat".

The condition of roads in Russia is traditionally considered one of the main problems. For pits and potholes in the asphalt, residents tend to blame the local authorities. Somewhere the situation changes for the better due to criticism, but somewhere it doesn't. "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, the Novosibirsk road pit, located at the intersection of Kotovskogo and Geodezicheskaya streets, had an account in Twitter ... Marketer Dmitry Mishin started her page.

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

In his 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 was repaired, and the pit on Kotovsky was filled up. However, the pit itself refutes this information. In particular, in early May, on her Twitter, she announced that everything was fine with her - she just moved 20 meters towards the Exhibition.

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. At the beginning of April, it was filled up again, but due to rains and a large traffic flow, the embankment soon disappeared again.

"Caution, landing!"

Residents of some Russian cities have decided to make productive use of road holes, turning them into beds. For example, a resident of Chelyabinsk planted a potato of the Mer variety in one of the city pits. He said that "the ratings for this potato are simply fantastic" and added that it should be planted in holes 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 may not grow, but the pit itself has become smaller due to his action. He urged other residents to fight potholes in the same way: “Take shovels, cucumbers, tomatoes and plant them in the pits of the city of Chelyabinsk. Let's make a city-garden out of Chelyabinsk. "

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

After that, the protesters set up signs on the road beds with the words “Caution! Landings! ”, Hinting that theft of budget funds allocated for road repairs is criminalized in Russia.

Omsk roads, notorious throughout the country, also turned into beds. In the holes on the highway connecting the capital of the region with the village of Ust-Ishim, unknown persons planted trees. With this action, they hoped to warn drivers of the danger posed by deep potholes, and also to draw the attention of the 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 an entire road in Omsk" and confirmed his statement with many photographs.

Then, during a direct line with the president, a resident of Omsk Yekaterina Chernenko on the poor condition of the roads in the city. Putin acknowledged that the problem of the state of the roads in the country has recently become aggravated. According to him, funds from the road fund are often spent inappropriately, and the situation requires changes.

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

The next day, officials said that four thousand square meters of roads had been repaired in Omsk per day. However, the Omsk woman 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 application. It is expected to help control the quality of roads. The smartphone, on which the application is launched, will measure the vibration level 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 level roads in the application will be colored green, and streets with many holes will be colored red. In the future, Barsukov plans to create on the basis of this application something like a navigator that will help drivers move only on safe roads.

While the application is in test mode, 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 holes themselves, albeit in a very unusual way.

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

Residents of Murmansk also took up non-trivial road repairs. News agency FlashNord posted on Twitter a photo of locals filling road holes with cucumbers.

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

Solomatin admitted that it was not difficult for him to take the photo and video 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 snow has melted only recently.

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

Below are the ways to attract the attention of the media (media). The order in which they are listed does not correspond to their degree of importance or effectiveness.

Speech delivery: One of the ways to get into the local media with your message is to prepare an oral presentation to the residents of the area and invite representatives of the local media to the meeting. If you choose to speak about a job shortage, your assistant can speak with a local plant. If you bring up 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 public education system. There are plenty of opportunities. It is very important to think over the timing of such events so that the 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 presenter can arrange for an on-air interview with a local radio station. If the local radio representatives do not come to your show, call them yourself. They will usually be happy to interview you over the phone.

Newspaper stripes: Many newspapers, especially weekly ones, devote several columns to information on the activities of elected officials. If you do not publish information about yourself in the newspapers, then maybe you should think about it. Don't be surprised that in an election year, many newspapers will want to add more columns like this. If you can afford to pay to publish your information, consider using newspaper columns.

Meetings with editors / reporters: It is very important to know the editors and reporters with whom you will be working. One way to get to know the newspaper people better is to visit the local newspaper office on your next trip to the region. Such visits by your team members should be planned in advance. Periodic phone calls, short shared lunch breaks, or arranging meetings with newspaper reporters at their office where a candidate or elected official talks to reporters about a variety of issues can also help build relationships. A newspaper editor can be flattered if an elected official calls him and asks for his opinion on a matter. The purpose of these contacts is to establish a good working relationship, and not only contact the media when you need something from them.

Meetings with townspeople: Consider holding a meeting with city dwellers on a sensitive issue. For example, if you want to “score some points” on an issue raised, announce a meeting, give a strong, well-prepared speech to the city's residents, take the right position on the issue raised, and then give the audience an opportunity to voice their opinion. During such meetings, you can distribute a questionnaire in which the citizens present would write down their name and address. In this way, you will add to the voter lists that will be useful in the future. Of course, organizing such events takes a long time, but meeting with voters can be very effective and generate positive media coverage. However, if you are meeting with the townspeople 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 meeting.

Press conferences: Press conferences are not only about inviting media representatives, speaking from the rostrum and distributing press releases. It's more than that. If the location of the press conference is not of visual interest, then the TV people may not come. Why would they film politics when they can film a woman who has grown a squash shaped like the outlines of Ohio. To make sure your press conference material is included in the TV news review, you need to think about the visual aspect of the press conference venue and its content. The location of the press conference should match the theme of your presentation. For example, if you talk 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 solid waste disposal - the city dump would be a suitable place for a press conference; the need for affordable health care can be discussed at the hospital. It is very important to think over the timing of the press conference. If there are three major events in a city at the same time, you should not hold your press conference at the same time. If you are hosting an off-site press conference, it is very important that someone you trust prepares and checks everything in advance to the smallest detail (acoustics, lighting, invitations to participants, assistants during the press conference, etc.) in advance, so that everything went like clockwork and there were no unpleasant surprises. It couldn't be worse if it started raining at the press conference planned for the street and you have no alternative. After the conference, reach out to reporters who did not come, hand them the press releases and provide an opportunity to ask questions.

Opening ceremonies: The opening ceremonies are always covered by the local media. They may be of particular interest to you 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 is important to the residents of the area, ask permission to participate, do not wait to be invited.

Charity events: You can take part in charity events that are carried out by various organizations all the time. You could donate blood, spend the day giving out in the poor cafeteria, etc. Don't wait for an invitation, just arrange your participation with the organization responsible for the charity event.

Thematic events: If you are interested in a single issue and would like to have a reputation for trying to solve the problem raised, 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 improving the education system, he can be scheduled to visit schools, speak to teachers' councils, conduct a lesson, etc. Each of these events must be announced. When holding thematic events, you will always be in sight, you 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 entertainment 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 a banquet for the opening of a new sports season, with a resolution of the local sports committee, etc.

Press releases: Use press releases to keep the media informed of your position on a particular issue. Newspapers and even TV 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 do not use them as a substitute for events or telephone or face-to-face interviews.

Press package: You should prepare a press package, which should contain the following information: photo of the candidate in an elected office, biography, main achievements, recent press releases, documents confirming the main positions of the candidate or elected official.

And more about how to attract media attention.

Since you have decided that your media coverage is important, there are many ways to establish ongoing working relationships with the media. Some are simple, others require creativity and expense. If you have come up with something new that has not been tested by anyone before, do not be alarmed - try it.

Send out a weekly schedule of events hosted by the candidate.

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

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

Try to arrange for a candidate to speak at an event that is likely to receive media coverage.

Invite media representatives to speak to specific groups of voters.

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

Announce a fundraising event the day before and the day after successfully completing the event.

Report all those who support your candidate.

Do not hide the funds that are allocated and used for the conduct of the election campaign.

Create a team to address an issue. Tell us about its creation and tasks.

Announce all VIP visits. Organize trips for them around the region, familiarize them with local issues. Tell about each of these visits before, during, and after.

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

Tell us about the main projects your volunteers are doing.

It is desirable that the paid information published in the media arouses the interest of reporters and a desire to take additional interviews with the candidate for free.

Use your connections with media representatives. Ask them to write about your candidate's work in the election campaign: working with the mentally ill, actively involving 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 newspaper guests.

Try to get the support of editors.

Watch the mood of the voters. Voter complaints can be used as a problem that your candidate is addressing.

Encourage volunteers, helpers, etc. Invite media representatives to such events.

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

Follow the activities of the legislative body, 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 replies and refutes to letters from the opponent's support team.

Have a camera with a loaded black and white film. Take photographs of your candidate while traveling. Use these photos for press releases, etc. Come up with signatures for them.

Which would help authors (by drawing more attention to their works) and readers (by talking about books that could. Engineers needed fresh problems to solve which they could apply their skills. Within a few months ...

If you can attract your friends and family to the training, then you are able to manage people, and this is your key to success in life. At trainings on psychodrama, the "main character" - one of the participants in the training - tells the group about his problem.

Today I tried to get permission to publish photographs of a particular child in the media. And colorfully describe the prospects, such as an increase in the number of children leaving for families, the possibility of family placement of children with health problems and as a result ...

In this regard, it is possible to recommend at parent meetings at school, as well as through the media to draw the attention of parents to this.In the course of an in-depth interview, it turned out that graduates do not experience problems in learning due to the fact that they devote less time ...

Since the problem of tetanus among mothers and babies is in dozens of countries. How can you attract maximum public attention to it? - It is important to be not indifferent, to use the capabilities of the media, the talent of creative people for these purposes.

How to raise money. How wealth is related to the subconscious. Like any company, it organizations need media promotion. And you tempt them. And then work together on the problem. What have you done over the past 3 years so that the situation does not repeat itself?

"This usually isn't a problem," she replied. "How often do you notice what smells?" "Well, about once a month," the woman admitted. 150-200 thousand per year, depending on the direction, it is interesting to study, students are attracted to work at many events ...

Suppose we are faced with the task of attracting specialists and investments in our "dream project". It is necessary to explain what it means "turnkey" - what does your team do that, what the owners of the house themselves cannot do, what problems do you free clients from, why ...

They edited the evening news in such a way as to focus the audience's attention on one issue, and the rest went in the background. belief in any nonsense, cat. say in the media, or, conversely, suspicion of any information, even in. Besides, they have before ...

Permissiveness and licentiousness lead to degradation. I do not think that it is necessary to dump such nonsense on the viewer, this is disrespect for your viewer and customer (after all, we pay for the time How to attract the media to the problem?