We wanted to attract public attention. How to attract the media to the problem? Informational occasion from the power tools store

The Constitution guarantees every citizen of the Russian Federation the right to a favorable living environment. Some people calm down with this. The lives of others are sacrificed 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 conscientious public for volunteer park cleaning events and organize other “green” marathons.

Infecting society with interest in environmental issues

The already mentioned means of modern printing are very helpful in propaganda. Their diversity allows you to solve many problems simultaneously, achieving high results without extra effort. For example, a tie with a logo will immediately explain a lot to your counterpart, and perhaps even interest you in the prospect of personal involvement in the movement of the advanced and progressive. Flags, T-shirts, advertising banners, souvenirs and even umbrellas - all this can carry an idea into the world and find a lively response in the hearts of those who care.

What do environmental activists choose today?

It is not so easy to surprise a modern person and hook him to the living. But some still succeed.

Ecoworld news flash for inspiration:

1. Graffiti. Residents of Kyiv Podil are admiring the latest masterpiece by the British artist Fintan Magee. It is unlikely that there is an element of chance in the fact that a huge drawing on the topic of ecology appeared on the wall of the State Sanitary and Epidemiological Service.
2. Moscow volunteers carried out the Anti-Plastic campaign in several stages. Saturday Saturdays of August 2015 filled up free time 1000 volunteers work for the benefit of society, competitions, quests, quizzes. On the crest of a wave of public enthusiasm, about 260 kg of garbage (everything, not just plastic) was collected, scattered along the banks of the capital's main waterway, along beaches and in park areas. Everything found was sorted, disposed of, and sent for recycling. All that remains is to reach out to everyone else: so that they don’t litter in the future.
3. The news from Lebanon is less encouraging. There, on August 23, 2015, a wave of numerous protests took place. It came down to explosions, tear gas and clashes between the population and the police. The cause of the unrest was an overcrowded landfill threatening the city's ecology and the inaction of the authorities regarding the regulation of the issue of garbage removal.

The main thing is to do at least something. The environment will not improve on its own. Don't sit idly by, take action!

PR can rarely be effective without working with mass media. Publications in media mass media– a good way to talk 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 broad coverage of your company's activities in mass media difficult. Journalists always have the opportunity to participate in shaping opinions about your business through publication in their media, and your success and reputation often depend on this opinion. So how can you work with journalists correctly and ensure that they write about you what you need?

The key to long-term and mutually beneficial relationships with the media, your authority and speed of reaction will serve. Your task is to be an authoritative speaker (company or person) in some area for the media, someone to whom they can turn for professional comments. You create an image of an expert, broadcast it to your audience, and by speaking in the media with your opinion, you support this image. Of course, starting with mass media, you should already have some proven experience; you cannot be an expert out of nowhere.

Reaction speed is also important. You must respond very quickly to requests from journalists, the count is either days or hours, depending on how long the publication is being prepared. If we consider monthly publications, when there are no obvious rush jobs, then you may have from 24 hours to two weeks to prepare a comment. The deadline means that the journalist submits the finished material either to the editor or to the press, 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 submit the material, warn the journalist, the sooner the better. Sometimes you will need, as they say, “right off the bat” to answer the phone while being recorded. At some point you will have to work at this pace, regardless of the fact that you have your own affairs, 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 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 to collaborate with, determine your target audience and the appropriate messages for them. Then create a table (media map, media map) that will list all the media that are most interesting to your target audience. There must be the following characteristics: name, circulation, for sites - traffic, characteristics and audience coverage, release schedules, citation indices (if you know how to measure reposts). The media map should have a decent supply of publications with which you can start working if you have a bright news feed, but who is not interested in your daily activities. After you draw up the main media map, select no more than 25% of publications on 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 working with mass media from your card, but not from the red list. All mentions in the media can be copied and stored in your folder (if you do not have a press clipping or reporting system), this is convenient both for analysis and for understanding which media wrote about you and what. Later, these documents will be useful for a PR audit.

If you do not yet have some kind of 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: you independently write material that is interesting for your field, and insert comments from two experts who are not your direct competitors. For example, such experts could be well-known CEOs of companies involved in analytics in your market. After inserting two of their comments into the material, add your own as the third comment. This material may be published because of the first two comments due to the sonority of the experts’ names, and your mention is unlikely to be cut out, especially if your comment is interesting and non-standard. No fluff, just about efficiency and expertise – assessment of events, forecast, reasoned opinion. Thus, firstly, you will find yourself in 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 the publication. There is no point in simply writing about your organization; you need to understand what effect the company should receive from the material published in the media. Tell your target audience about the problems you solve and your activities. As the number of communication channels you use increases, your visibility increases.

Making contacts

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

Don't pester journalists from 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 pouring out four times a day. And it would be okay, important topics, but no - most of news is suitable, at best, for a company website. But the PR man does not give up, and clearly reports on the number of press releases sent, among other things. This is the wrong way. The basis long-term cooperation working with a journalist is mutually beneficial. You need coverage of events and activities in the media, and the journalist needs interesting stories and news occasions for its readers.

Make acquaintances with journalists in specialized communities on social networks, at events attended by the journalists you need, or at the journalism faculty. Ask your friends for contact information. 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 informational occasion

Information occasion(hereinafter referred to as “information feed”) 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: receiving free mentions in the media, increasing the citation index on the Internet and receiving free publications on thematic platforms.

Informational occasion from the power tools store

Example: A couple of years ago, the 220 Volt chain of stores offered everyone who got a branded tattoo to pay 10 thousand rubles. There was a flood of applications, which is why the organizers had to come up with restrictions on the fly for those interested: age, a certificate from a dermatologist, photographing the process. Anyone news feed There is a cycle of life, and you won’t be able to ride on one idea for a long time without additional “infusions.” Therefore, the news feed was constantly revived. A black guy got a white tattoo and was told about it. A promotion was announced, within which the organizers were ready to pay 30 thousand rubles. a girl who will get a tattoo on her right breast, provided that her breasts are at least size 3 (a photo album was created on the social network).

This is an example of playing out a very good, bright news feed, when you, as a brand company, can promote any idea and give your 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 pump up the news story 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 put on lipstick. A huge number of media outlets wrote about this. Russian examples of brand people who can rock any occasion - Pavel Durov, Ksenia Sobchak, Oleg Tinkov, Nikita Dzhigurda and many others. Often PR people promote only the company, but personal branding tools open up new opportunities for communications with the media and the field for generating news stories.

A good news story 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 presented briefly and clearly. A good news story answers the question: “Why should this be interesting?” Its structure always includes 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 generating high-quality news stories. A newsworthy event must attract a wide target audience, have an impact on the industry you serve, and be relevant.

Events can be considered a separate information occasion, 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, promotion, show, sports competition, etc.

A bad news story is news that is written vaguely and superficially. The first paragraph and headline in press releases are full of unnecessary words and lack facts. An informational occasion is unlikely to interest a journalist if the topic is stated in a generalized, biased and veiled manner.

Never use anniversary celebrations, small partnerships, your new services if they are typical for the market, unimportant events, comments on minor topics or seriously late events as informational occasions. The average lifespan of an information event ranges from one to seven days. For daily news media and news agencies, an event that happened a week ago is, in most cases, irrelevant.

What to do if there is no news feed?

When there is no suitable news feed on the horizon, change your perspective - look for a new idea. To attract attention to you, show your uniqueness and expertise. If you do not have an informational reason, the cycle of working with the media will begin again with establishing contacts with journalists. Always monitor changes in your field of activity and promptly write comments in the “topic of the day” section. Participating in other people's news events, such as events, will help increase your fame.

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

Example: Several years ago, first-year philologist Lisa Oleskina created the “Old Age in Joy” movement. In 2011, the volunteer movement “Old Age in 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 you can trust." In December 2010, the group was awarded a diploma from the Commissioner for Human Rights in the 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 sales. This technology called “newsjacking” (translated from English as “hijacked news”). Using other people's news and news trends can provide an endless source of ideas for your commentary on the topic.

Example: In 2013, one of the clients of a PR agency Zebra Company there was a little-known network of hostels. Newspaper "Kommersant" reported 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 registering the property as non-residential. Within an hour after the publication of this news, a press release was sent about exactly how 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 outlets, 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 understand what’s what, nothing stops you from trying. Thanks to newsjacking, you can short time increase the popularity of the site, get first positions in search engines. However, taking news out of thin air or making up fables is not newsjacking at all. To get results, you need to always keep your finger on the pulse and know some of the features of this direction.

• Keep up to date with current 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 cannot miss a news opportunity.
• As soon as you have found a suitable news feed, immediately prepare material based on it. Remember: news fades quickly. 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 news item at the right time and used keywords.
• News stories should be thematically related to your activities. Organically integrate your brand into the news background.

conclusions

Summarize. High-quality publications help increase awareness of the company and its products, gain loyal customers, and gain the status of an expert not only in narrow circles, but also gain wide fame. Developing good relationships with the media can bring great benefits. Work on your expertise and follow important and interesting news. We recommend using different ways supply of information: to everyone mass media You need your own approach, somewhere it wouldn’t be a sin to draw infographics instead of the next press release.

Finally, pay attention to your relationships with journalists. Giving your contact information is not enough; any business connection must be maintained. If you establish yourself as a useful and reliable source of information, show initiative and do not miss deadlines, you will open your way to the pages of any media. Such relationships provide a lot: figuratively speaking, sometimes they turn out to be the foundation of media relations, sometimes they become a “parachute” in crisis situations.

The media sets the public agenda: the more often and more deeply an issue is covered in the news, the more more people becomes concerned about this problem.

We must learn to think like journalists, look for good stories and be able to present them to the attention of journalists. Of course, our materials are important, otherwise we would not work with them. But remember that journalists cannot cover every important story in detail every day. They have a few minutes of airtime or a couple of newspaper pages on all the news of that day. To get journalists' attention, we must highlight what's interesting about our story.

Present stories, not problems. A reporter is more likely to talk about the 10 people who died today in our city from tobacco-related illnesses than to talk about the topic of tobacco deaths in general.

Remember that at least two people must want to do the story: the reporter and the editor. Even if a journalist is very keen to work with you, he will have to convince the editor why your story should be done instead of what his colleague is submitting. We give the journalist arguments.

What is NEWS?

To get the attention of journalists and persuade them to cover our stories, activists must structure stories so that they fit traditional patterns of “what is news.” This means that you cover aspects of your story that contain some of the following typical news elements. The more newsworthy elements your story contains, the wider the audience it will reach, the more likely it will be of interest to a journalist.

Contradiction

Conflicts - regular topics for news. The conflict could be between politicians, or political parties, or members of parliament. At the defender public interest There are opponents in any topic (otherwise why and from whom should we protect them). There are policies that you are fighting against; there are opponents to what your group is doing. Who are they? What is the conflict here? How would you describe it to a journalist? Think about the plot and characters, are there additional opponents and tense relationships in your material?

Wide interest

Ultimately, news production is a business. This means that the material must not only be presented, the main thing is to attract the largest possible audience. A larger audience for the media means higher income because it promises more advertising.

Those who make news ask themselves:

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

Risk group – youth

Alas, the issue is not only not resolved, but has also gotten worse. The number of people using 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 minor drug addicts and women is growing. Average age young drug addicts have already reached 13-14 years of age.

The fight against drug addiction has occupied a special place in the activities of health authorities and internal affairs of our country. Trouble is brought by the decline in the morality of Russians, the pursuit of many “dealers” for the easy profits that the drug business brings. They do not care about the health of the nation; the measure of success has become money earned from the misfortune of others. That is why they are striving to strengthen contacts with the countries of the Near and Middle East and Asia. Afghanistan, which is close to us and is the world’s main supplier of heroin, makes a “significant” contribution to the development of the drug business in Russia.

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. This is not just a problem. This is the pain of the entire world and Russian community. Despite numerous campaigns to prevent drug addiction, exhibitions, conversations about the dangers of narcotic and psychotropic substances, and increased administrative and criminal liability for their storage, sale and use, the situation remains almost unchanged.

According to the results sociological research conducted as part of monitoring 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 every fourth person is convinced that drugs can be purchased via the Internet. 13% of those surveyed noted that among their circle of acquaintances there are people who use drugs.

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

It is significant that only 3.1% of respondents who had ever used drugs tried them for the first time over the age of 40. This confirms the previously made conclusion that adolescents and young people are the most vulnerable group exposed to the threat of drug addiction.

According to 67% of surveyed residents of the Stavropol Territory, the main reason holding them back from drug use is a conscious negative attitude towards drug use. A third of the answers boil down to the fact that fear holds them back from drug use. early death, and 20.5% - fear of contracting HIV infection and viral hepatitis B and C.

Finding yourself out is the first fear of a drug 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 lack of organization of leisure time of the population, especially teenagers and young people, is also an important reason. Only 17.2% of study participants answered clearly in the affirmative to the question about the availability of leisure opportunities in their locality.

According to 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 is hostile to the idea of ​​undergoing voluntary testing for non-medical drug use, this is already an alarming signal for parents. Finding yourself out is the first fear of a drug addict, even a beginner.

Most parents consider drugs one of the biggest threats to their children. But few parents understand how to protect their child from this danger. Many people simply have no idea how to conduct a conversation correctly so as not to run into a wall of misunderstanding or rejection.

Modern 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 conduct a conversation correctly, but also about the drugs themselves, their methods of use and consequences. Often the child himself can tell you about this if you start the conversation correctly and conduct 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 his curiosity and feel the effects of the drug.

Despite the propaganda of the harm from drug use and the irreversible consequences of drug addiction, teenagers believe that drugs will bring them pleasure and new sensations. And the danger associated with their use will not affect teenagers, because they will only try it. Another common motive is a sense of belonging to youth subcultures in which drug use is common. Sometimes drug use 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 legal liability for drug possession and distribution

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 consumption (drinking) of alcoholic beverages in prohibited places, consumption of drugs or other intoxicating substances on the streets, stadiums, squares, parks, in a public vehicle, etc. in public places An administrative fine in the amount of 4,000 to 5,000 rubles or administrative arrest for up to 15 days will be imposed.

Let us remind you that a person who has reached the age of 16 at the time of committing the offense is subject to administrative liability. 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 alcohol and alcohol-containing products, narcotic drugs or psychotropic substances without a doctor’s prescription, new potentially dangerous psychoactive substances or intoxicants substances entails the imposition administrative fine for 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 treatment facility in an effort to get rid of addiction, he may be released from administrative liability for this offense.

Administrative liability for drug users occurs if they acquire, store, transport, manufacture, process drugs that are not classified as new potentially dangerous psychoactive substances:

a) without the purpose of sales;

b) in a small size.

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

For example, if a citizen picked, dried and stored the narcotic 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 transfer of narcotic drugs, psychotropic substances or their analogues. For these acts you can be imprisoned 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 debt, lending, etc.), as well as other methods of distribution, for example, by injecting drugs.

At the same time, liability for the sale of synthetic drugs - which include “spice” and “salts” - occurs regardless of their size. That is, even if we're talking about about a small bag of “mix”, this is already criminal, and not administrative liability.

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 is also committing a crime under Article 228.1 of the Criminal Code of the Russian Federation - drug sales. Meanwhile, these actions do qualify as sales, even if the friend did not take money for the drug he smoked.

The same is the case with so-called “bookmarks”, when you may be approached with a simple request - to put it in specified place or take a small bag from a hiding place, and in return they promise a certain amount of money... It would seem like a trifle, nothing needs to be done, and the money is practically already in your pocket, “easy money” - even too easy not to pay attention to it and not be wary... . Of course, you may not even know what is in this bag, however, as you know, ignorance is not an excuse, and free cheese only comes in a mousetrap. After all, you took the bag or put it in the indicated place. This means that you are the distributor, the criminal. And it is you who are facing imprisonment - at least for a term of four years. And if this bag is also handed over to minors, then it threatens with imprisonment for up to 20 years with a fine of one million rubles.

What to do if you find a stash of drugs?

It is quite understandable that drug dealers try to eliminate direct contact with the buyer by inventing various ways to deliver the “product” to the buyer. Most often, dealers hide packages of drugs (“stashes”) in public places: under benches, in fences, in the entrances of houses (glued to railings, placed in electrical panels, between window frames), in flower beds, children’s sandboxes, just lying around on the street. cigarette pack, under various items. Then, through correspondence on ICQ, Viber, WhatsApp, Telegram, the location of the drugs is communicated to buyers.

To an uninitiated person, this whole process may seem like an adventure game, some kind of quest, under the terms of which one hides, gives hints in messengers, others pay money, search. Thus, everyone in this situation plays his own role assigned to him by the drug dealer, without thinking that this is a game of life and death.

Therefore in Once again When performing this or that action, making a choice or the next step in life, remember: you cannot go back to the past, there is no time machine...

If you accidentally discovered such a cache or witnessed its planting, be sure to report it via communication channels 102 or 112. Before the police arrive, try to remember the signs of all the suspicious persons who are “hanging around” in your yard, so that you can later describe it in detail to law enforcement officers. Under no circumstances should you pick up a bookmark because you don’t know what’s in there. The substance may be poisonous! In addition, by examining an untouched “bookmark”, the police can take fingerprints of the intruders.

On the game

Police officers pay considerable attention to conducting awareness-raising events among adolescents and youth, parents and teachers about the dangers of drug use and the responsibility provided for by the legislation of the Russian Federation for participation in their illicit trafficking.

In the Stavropol region, operational and preventive measures and campaigns 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 young people, the operational sports game “On Guard of Life”, organized for the third year in a row by the Directorate for Drug Control of the Main Directorate of the Ministry of Internal Affairs of Russia in the Stavropol Territory on the eve of International Day combating drug addiction and drug trafficking.

Immersing themselves in an 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, human rights and legitimate interests, practical skills necessary for law enforcement officers (operational, investigative and expert - forensic services, services special purpose etc.), identify alleged drug dealers, thus collecting clues to discover caches of narcotic drugs and psychotropic substances in the finale.

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 storage or sale of narcotic drugs. You can provide this information by calling 8-800-100-26-26, “02” or “102” (from a mobile phone) around the clock.

As part of the International Day against Drug Abuse and Illicit Drug Trafficking, municipalities The Stavropol Territory has organized many interesting thematic conversations, concerts, flash mobs, sports competitions, and competitions.

“The fate of everyone 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 am nineteen years old. I started using drugs in the ninth grade. It all started with weed - with hashish, in the basement of the house where we teenagers gathered and talked. They offered me a try, but I didn’t refuse out of curiosity. Very quickly - this happened when I left school, having only managed to complete the ninth grade - I switched to hard drugs, opium, and so on. The first time you try them is again out of curiosity. And then you realize that you and your body feel bad without it, you can’t live without them, and you need to use them as often as possible – every day. I used them for about four years.

– Do dealers sell drugs to all schoolchildren who want them, or only to a limited circle of people?

– Of course, they try to sell to trusted people or those who won’t talk left and right about it. Now distributors have become more careful. Previously, for example, there were points in the courtyards - they sold it to everyone. But not now. Now the times have changed a little. Danger from law enforcement agencies has appeared.

- In general, according to appearance Is it possible to understand that a person is using drugs?

- Can. The eyes change a lot. When you get high, they seem to drop a little. Blue circles. The face turns a little pale. You can see a person when he is stoned.

– At what age do schoolchildren start using drugs?

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

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

- Everyone does their best. He buys something, resells something. They beg, they borrow, they steal. We'll see how it goes. This is a certain type of activity. If only there was money there.

– 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, protect from communicating with bad people. On the other hand, a person should have some goals, probably from childhood. Everything depends on the person; he alone bears responsibility for his actions, for the choices he makes.

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

– It’s difficult to get over this, to overcome it. I almost couldn’t walk for three weeks.

– You have been using 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 spend. You are on the “system”.

– How many drug addicts you know have died?

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

– Have you had problems with law enforcement agencies?

- Yes. They were detained during raids. Often just to clarify the circumstances, because the police know that you use drugs and can steal something. They pick it up and check it. When you start going there, they already know you there, and over time you end up there more and more often.

– Sergey, aren’t you afraid that after this interview you may have problems with the environment in which you were recently? What if someone from this environment, according to their own ideas, thinks that you need to be “punished”?

“There cannot be a 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, out of curiosity, they take the first step towards drugs.

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 activism and protection of public interests, activities of various initiative groups and non-profit organizations.

In what cases can you contact the media and what will this do 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. That is, are we 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 through harsh protest means. In any case, we simply 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 is much more difficult for the authorities to backtrack. All the more deserving of coverage is each stage of resolving any conflict situations, because Power is very often a nocturnal beast that really does not like to be dragged out into the light. And therefore, making public 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 that wants to ensure that, for example, near a school they stop parking cars on the lawns and plant green spaces, and in both cases publicity is necessary. And working with the media is the main thing integral part this publicity

What is the best news opportunity for the media?

An informational occasion can be any turn in the conflict, any success that we have achieved in this conflict, any decision of the authorities, an adopted resolution or court decision, the filing of any appeals, lawsuits in court, the sending of collective complaints, complaints to the prosecutor's office, receiving answers, if they are at least somewhat meaningful - all this can become informational occasions, that is, those reasons on which we can force the media to talk about ourselves.

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

There may be several options. If we have any permanent activity, that is, this is not a random reason, but a certain program of action, it doesn’t matter whether you have a registered entity or is it just a spontaneously emerging initiative group. If we have a long-term program of action, then we need to take this seriously.

The optimal technology that 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 among their ranks. That is, a person who has at least some experience - at least minimally journalistic, for example. Accordingly, this person must collect an address database, email addresses of the media (after all, I can transfer such an electronic database, accumulated over the years). This person should regularly send out press releases to all media outlets. This is a serious responsibility; if possible, he should be freed from other activities.

Often people don't take this seriously. You ask: “Do you work with the press, with the media?” “Yes, we are working.” “How are you working?” “Well, we have one woman’s cousin, she works at the Europe-plus radio station in Perm, for example, and she said it twice on the news.” This is a completely amateurish approach. Today in our city there are hundreds of different media outlets, primarily electronic ones. There are so-called active bloggers - these are people who run Live Journals on the Internet, which are also a resource. Therefore, if you are creating 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 outlets. Leave electronically, of course. And it will be very good if your own press secretary does this.

If it is impossible 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 kind of information support and information dissemination system for you.

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

There is always a meaning beyond mass mailing, additionally contact the most rated media, duplicate your appeals in orally and to those media that, as you know, are especially friendly towards you. But in our situation, it is always useful, in addition to sending mass emails to journalists, to contact TV channels. Perhaps, additional information can be sent to specific interested journalists via their email addresses after an interview with them or sent by fax.

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

It probably makes sense to contact the top-rated Perm Internet sites. As of December 2010, these are 59.ru and prm.ru, but the situation in this area is constantly changing, so it is necessary to monitor it.

Can you specifically name the Perm publications that you mentioned - the ones with the highest ratings?

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

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

What about printed publications?

It is clear that it would be good to get your problem into the largest printed publication. Today in Perm it is “Friday”, if I’m 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 authorities and business. Therefore, when you come into conflict with the authorities, it will be difficult for you to force 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 we have to try.

Does it make sense to contact the federal media?

It makes sense to contact the federal media if your news story is very bright, if it 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, a 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. is taking away 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 air out your grievances 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?

The Periscope news agency operates in the mode of electronic mailing of letters to media addresses and in the mode of publication on the website. This is an offshoot of the website of the Perm Regional Human Rights Center. In principle, anyone can easily familiarize themselves with our activities; if they type the address periskop.prpc.ru, they can see what our messages are. We focus our attention on covering various social initiatives.

How we work... For example, we receive information directly from participants in an initiative, from participants in events, or from people who 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 report. And this news message is distributed, probably, to 300 addresses of Perm media, individual Perm, and not only Perm, journalists (in Yekaterinburg, in Moscow). This goes to those media that use our services and, accordingly, it, on the one hand, is republished in some unchanged or slightly changed form. On the other hand, this serves as an impetus for the independent work of the 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 I conducted my own little investigation and wrote an article about your situation.

How can I contact you?

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

In what cases are special events necessary to attract media attention to the problem? Are there any specific cases? And what kind of events will these be?

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

It could be dozens different forms special events: conferences, meetings, round tables on your topic, negotiations with opposite side, and, in this case, public negotiations to which the media can be invited; street activity, that is, pickets, rallies, demonstrations, processions, 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 has already been organized there without you. You simply come there as an initiative group and force them to talk about your problem. Moreover, in your speech you show that the problem is extremely acute, that it is worthy of a given deputy or governor, another representative of the government - the mayor - dealing with this problem, and that it is worthy of the media present writing about it.

Any information PR work is not only a question of how to cover it, 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 novice activists, not only in covering, but also in thinking through your activities from the point of view of attracting attention to it. You can contact me, in particular, and we will discuss how to organize your activities more publicly, more efficiently, more effectively.

Roman Avenirovich, tell us in a few words 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 in you! Help, dears! This is 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 media are a business, they need to issue interesting product in order to attract readers, viewers and listeners. This is what we must proceed from. Therefore, no requests for help! You can only use the words “Please, we kindly ask you to come” if the journalist is a very close friend of yours. If you provide adequate, correctly compiled, that is, sufficiently complete, clear, 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 to whom you send this information, there will be 5-7-10 who will be interested in it. Therefore, you just need to conduct this clearly, technologically information work and the press will help you. The general tone of communication with the press should be that of polite partnership: not ingratiating, on the one hand, and not boorishly cursing on the other: “We know you, write everything in your own way, as they tell you at the mayor’s office, you’ll twist and redo everything…”. 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 this, then you cannot lie. It is in your interests to convey this court decision to him. I speak here as a journalist, I know that people are often completely ineffective, irresponsible, and 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 willing to cooperate with you