How netizens are trying to attract the attention of authorities to road problems. How to attract media attention? How to attract public attention to the problem

Means mass media set the public agenda: the more often and more deeply an issue is covered in the news, the more people become concerned about the issue.

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 are common topics in the news. The conflict could be between politicians, or political parties, or members of parliament. A defender of public interests has opponents on any topic (otherwise why and from whom should he 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, but 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:

The public interest activist should clearly articulate those aspects of the issue that concern or interest the majority of the audience. Does your material affect many people or a group of particular concern, such as children?

For example, according to the research department of one news program, babysitting mothers watch the five o'clock newscast. So the stories of relatively young children will probably be aired in this episode at 17.00.

News related to tobacco has the potential to reach a fairly wide audience. Every family is involved in tobacco consumption in one way or another: parents who quit smoking; experimenting teenagers; a relative dying of a tobacco-related illness. This is why materials about tobacco attract public interest.

Injustice

Showcasing the consequences of a person's or organization's actions is a favorite news topic. What is the injustice or inequality of the circumstances that your material illustrates? What causes injustice? Who is responsible for this?

Irony

Man-bites-dog stories that involve dramatic contradiction often grab readers' attention. What's ironic or unusual about your story? Is there an unexpected aspect that sets your material apart from everyone else?

Local accent

Local news is the most read. Even national media outlets need a "local" example to illustrate the problem. Turning general content into interesting content for local viewers is a major challenge. What is important about your story to a local person who buys a newspaper or watches the news? If something happens nationally, how will it affect your city?

Personal aspect

Most journalists strive to report news through a personal story. They are looking for that typical case, someone who can serve as an "example" of the problem, so that the audience can sympathize with the person and feel concern about common problem. Do you have people in mind with direct experience of the problem who can lend a sense of ownership to your material? Will they agree to talk to a reporter, and are they prepared accordingly?

Breakthrough

Breakthrough is scientific achievement, a sign that in the future everything will not be the same. Especially in science and medical news, if reporters can say it's the first time it's happened, or that information has been obtained that helps answer previously unanswered questions, it's a story. (The negative consequence of this desire among journalists is that the normal process of accumulating knowledge in scientific or medical research is distorted: a “breakthrough” is reported when nothing of the kind happened.) Does your material talk about something new, unusual? Have you told the journalist why this is important? Is there evidence that changes actually occurred?

Annual aspect

Annual milestones show that some time has passed since a noteworthy event. News organizations like to use these timestamps as an excuse to re-report a story or re-examine an issue after some time has passed. Anniversaries are reminders of disasters; milestones are useful for examining policy outcomes or decision taken. What news or other events can you relate to your problem? How might your material relate to a local, national, or current historical event?

Seasonal accent

Because news organizations want to reach the largest possible audience, they try to find stories on topics that interest everyone. The change of seasons affects everyone: everyone feels the changes or knows that the New Year is coming. At the same time, journalists are tired of reporting the same thing over and over again. Every year, in all newspapers and radio news, reporters and editors do stories related to the winter cold or summer heat. Start school year September 1, New Year's stories and the film "Enjoy Your Bath" for every New Year. Each season can transform the problem. How can your problem be retold taking into account the upcoming holiday or time of year?

Celebrity

A celebrity could bring news attention to your issue because celebrities reach a large audience. The death of a famous person who suffered from the problems you are working to solve brings into sharp relief that these problems remain unresolved and can affect anyone.

Visual images

Imagery, especially moving imagery, is of great importance in television news. Without a visual image, the material is not transmitted. “In television,” said one editor, “video dominates. Words define, shape, refer to the image. But only video can tell the story.” Even if viewers read about it in the newspaper or heard about it on the radio, it is on television news that they will see it for the first time. For television news, the choice of material is largely determined by whether there is video material or how it can be obtained. What creative and interesting visuals can you provide with your material?

Mystery and drama

The more gritty and dramatic your material is, the greater its chance of getting into the media. For example, when healthy people consumed medical drug, and died two days later, it was shown on all television channels, although it only affected a few people. Are there mysterious or dramatic parts of your story that you can highlight for reporters? For example, there is a dramatic story about the “Marlboro cowboy”, who died of lung cancer and dedicated recent years life promotion of smoking cessation.

Human interest

Human interest arises when familiarizing yourself with materials that evoke tenderness, compassion, and other positive human feelings. Stories of victims of the problem you are trying to solve arouse keen human interest. We care for them because we are humane.

Evergreens

Journalists use this term to describe topics that can be used on any day; they are not tied to the occasion and have common interest. Such stories are useful to newsrooms because they can be stored indefinitely and will be put on paper or broadcast on occasion to fill space. “Headache Remedies” is an example of medical material that is important to many people, but is not associated with a specific time period—headaches happen all the time.

How the material is selected

The journalist and editor, when deciding what to cover, are guided by the availability of space (time) and various criteria for what is worth covering in the news. These criteria become more or less important depending on what has happened and how the competition for journalists' attention is going. These criteria include the following:

I care

The activist is not indifferent to this topic and history. The journalist and editor must also be excited by the story, or they must believe that many of their audience will be moved by it. A simple rule applies here: “I think that what is interesting to me will probably be interesting to everyone.”

Logistics support

Simple everyday little things, for example, convenient parking near the event site, the availability of conditions for connecting and operating cameras in the room where the press conference is taking place - all this influences the desire to show your story.

Synchronization

News is fleeting. The best stories are the ones that are still happening. Rushing is a characteristic of newsrooms because everyone is eager to get the latest information on any story. Yesterday's history no longer interests anyone today.

Variety of information sources

Editors receive stories from a host of unpredictable sources. It is worth making personal connections and calling back on the phone, sending a fax - use any means to deliver the material into the hands of reporters. The hierarchy among news writers is small, where information (if it is worth it) is passed from hand to hand.

It is worth making as many contacts as possible. It seems to you that again your story was not shown (suddenly there was an earthquake that morning, or all the journalists you know were transferred to other topics). However, as a result of the fact that you have worked with people, they now look at the problem in a new way, and this will definitely be reflected in the coverage of the topic in the future.

Create news

Making news means doing something worth reporting. This could be something as simple as issuing a report, submitting an inquiry, or sending out an open letter. Press releases, press conferences or meetings are the most typical means for creating news.

When creating news, it can be helpful to make sure you are using your resources wisely. You will spend a lot of money and effort to organize a press conference, and for your material to appear in the media, it would be enough to send a fax message or telephone call to one television reporter offering an “exclusive” material.
When deciding which news production activities are most appropriate for your story to appear, it is useful to consider the following strategic questions:

Why do you want to cover this particular case?

You must have a specific goal every time you seek to submit a story to the media. Goals can be: to draw attention to the problem, to demand action from others official or another addressee, prepare the public to perceive next case or establish your organization as the leading source of information on the issue.

Is hosting a media event the best way to achieve these goals?

Sometimes you don’t have to drag reporters to the shoot, but simply call them back or send them information on paper.

What is the purpose of this particular event?

What message should stay in the minds of your viewers? You should have two or three clear and focused statements that should be included in all of your materials.

Expanding our coverage

Your material should not be fly-by-night news. You can draw the editor's attention to the fact that the incident described in the news is related to a topic that concerns you. Obituary of a prominent famous smoker can become the basis for reports and articles. So the topic expands from one fate to the problem of smoking cessation that is significant for everyone.

Conclusion

Despite all the challenges that public health activists must overcome in working with journalists, they should not give up trying to attract media attention. After all, it is our materials that address those problems that affect thousands and millions of people. But while planning how to get journalists' attention is important, what you say or do once you get that attention is even more important.

NATA KARLIN

Nowadays successful person You can become only by attracting maximum attention from others. A “gray mouse” who sits at a computer in the office all day, and silently gets up in the evening and quietly disappears, is unlikely to ever get the attention of employees. And this applies not only to career. An invisible person in the family is neglected, his interests are not taken into account when making decisions. The family thinks he doesn't care! That he will accept any course of events, just to remain on the sidelines. Who knows what is going on in his soul?

He becomes like this only because he knows how to attract the attention of others. Not all people are born sociable. Basically, this skill is acquired over the years. Many, having never learned to communicate with their own kind, are forced to turn to psychologists or sign up for various trainings in order to attract at least a drop of attention from others. We can recommend several ways to help a closed person adapt to modern reality.

10 ways to attract attention to yourself

We start working on ourselves with the simplest thing - with appearance.

Appearance and clothing.

Remember the proverb that people meet not by their minds, but by their clothes? What do you pay attention to when you first see a person? Of course, what he is wearing, what his hair looks like, how well-groomed his hands and face are, etc. Look at yourself in the mirror with all criticality. You must suit the environment in which you live. For example, if you are, try to look the part. Ironed items that shine with cleanliness are what you need! If you are a servant of Melpomene, get creative with what you wear and how you look. Stand out from the group because your shirt is the whitest or your beret is on the wrong side of everyone else's.

If you are not eligible, freshen up your clothes with a small brooch or scarf tied nicely around your neck.

Positive mood.

Today too many people are unhappy with their lives. They complain about fate, complain about circumstances, and this is so familiar and common that a person who is satisfied with his life is nonsense. Smile at troubles out of spite, laugh even when the cats are scratching your soul. attract the attention of others. They want to communicate with them, it’s nice to be friends with them, they have a lot to learn from. Plus, by smiling at the world, you will feel the world smiling at you.

Ask and they will answer you.

The interest that shines in a person’s eyes will not go unnoticed. As sincerely as possible, ask questions to which you want to know the answer. When people see that you are interested in their opinions and affairs, they begin to show interest in you.

Observation.

Carefully observe the behavior of employees in the team. Mark the leaders and outcasts for yourself, highlight the advantages of the former and the missteps of the latter. However, keep your observations only for yourself. Sharing them with one of your employees means starting gossip at work. You will get the most out of this activity useful information. Now you know exactly what conversation topics are interesting to whom, what stores your colleagues buy their clothes from, and what brands of cars they prefer.

Why do strangers attract us? Charisma, ability to communicate, desire to please, etc. General concept for all these definitions – charm.

Perhaps, if you try, you will also be able to behave as relaxed as they do, attracting admiring glances. Pay attention to how they communicate with journalists. Their speech is supported by appropriate poses or. You are not a lecturer behind a lectern who doesn’t feel the need to add liveliness to his lecture because he doesn’t care whether students are taking notes or not.

If you are an artist, it is easier for you to understand what we're talking about. In any work there is always a certain note of surprise and shock. Unexpected actions that are done intentionally, with a purpose, make others talk about them for a long time.

In word or deed?

IN professional activities strive to become a real ace. Seeing that you are making every effort to achieve your goals, people will begin to pay attention to you as a hardworking and purposeful person. By the way, Napoleonic plans for how to rule the universe without attracting attention are much less respected. “Wanting” and “talking” are very different from “wanting” and “doing.”

Passionate people are treated with great respect in society. Therefore, do not make a secret of the fact that you knit beautifully, draw graffiti, or have been an avid fisherman for many years. You will definitely have fans, and maybe even followers. Especially respectful in a professional team. This speaks about a person only from a positive point of view. This means that he is not a quitter, since he finds time after work and does what he loves.

Embarrassment.

You join a new team that is diligently studying you. Put aside your embarrassment. Today and always, you must be on top.

Communicate, tell funny stories, smile, listen carefully to what others tell you.

Remember Matroskin.

Remember, at the moment when Uncle Fyodor’s mother praises him, he blurts out the phrase that he also knows how to cross-stitch and machine embroider. A single instance of attention and praise is not enough for a person. He needs to be noticed for his successes, to be surprised that he, it turns out, can do more than he tries to show people. As soon as one person from the team notices your merits, it will immediately turn out that all employees have become interested.

How to attract the attention of your loved one

Years lived together make people more and more indifferent to each other. Previously, the man gave gifts, showered flowers and compliments. What happened today? When in last time did he tell you that there is no one better in the world than you? Where is your vase, in which you always put bouquets received from your loved one?

We change externally.

Do you complain about men? Look at yourself in the mirror! Who do you see there? A disheveled chicken in a robe? Then what do you expect from your loved one? Sometimes it’s enough to get a fashionable hairstyle, a manicure, change your usual robe for beautiful trousers and a blouse, and a man will definitely notice that you are attractive today. He doesn’t need to hint further, he will now pay attention to you.

Don't complain about boredom.

Why demand attention from a man when you can find it for yourself? interesting activity, which will not let you get bored. Let your loved one sit at the computer, TV and with friends. As soon as he realizes that you have stopped “boring” him with your moaning, he will immediately have a question: “What is so entertaining that you are passionate about?” And he will immediately pay attention to you. Soon the situation will change radically. One fine day you yourself will hear your husband’s request to pay attention to him.

How to properly attract a woman's attention

It’s strange, but if women force men to pay attention to them after some time of living together, then men are interested in this question immediately after meeting the lady. Tips on how to properly attract the attention of the woman you like are trivial:

It’s not for nothing that they say that ladies love with their ears;
In any situation, remain a man. Do not give in to difficulties, and do not back down after giving your word to someone;
Radiate positivity, make sure the girl doesn’t get bored and laughs often.

Always remember that humans are social animals that do not like strong odors. Therefore, carefully ensure that you always smell pleasant.

Try not to get into trouble. This is especially true for those people who looking smart They say absolute nonsense. If you claim some truth, you must be 100% sure that this is really so. At the same time, try to remain silent once again so that you are not considered a “plug for every barrel.”

And, most importantly, you don’t want to attract attention to your own person throughout the entire globe, do you? This means that you are interested in a specific person or group. To attract their attention, you should thoroughly study these people and understand what they like about those around them. Show attention to their problems, listen and decide for yourself whether you really need the attention of these people?

24 February 2014, 17:21 1

The article discusses the importance of involving students in practical activities designed to raise awareness of environmental issues. For, mastering theoretical knowledge that is not supported by practical activities is not enough to develop the skills of correct environmental behavior in schoolchildren. The author presents an analysis of ways to involve modern youth in events and actions, taking into account their age characteristics, passion for the Internet. Direct participation in practical activities aimed at drawing attention to environmental issues and searches possible solutions 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 environmental protection skills. 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 faces an environmental disaster.

environmental 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 the report. result. scientific-ed. conf. – Kazan: Fatherland, 2015. – P. 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: educational and methodological manual. – http://libweb.ksu.ru/ebooks/02 l 28 000418.pdf.

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

5. Earth Hour. Official website 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.

The growth in the level of development of human society is due to scientific and technological progress, which is designed to create favorable conditions for the life of humanity. However, in the pursuit of high achievements, people often forget about their environment and treat natural resources as an inexhaustible source that allows humanity to enrich themselves without thinking about the possible consequences. The emerging contradictions between society and the environment are causing a severe environmental crisis. The result negative influence people on nature is an increase in the level of environmental pollution, a reduction biological diversity, extinction of animal and plant species, increase in the number of genetically determined diseases.

The causes of the environmental crisis, along with socio-economic factors, are a person’s ideological and philosophical views, because they primarily determine a person’s attitude towards his environment and the degree of responsibility for possible negative consequences unreasonable use of natural resources.

Warn and prevent ecological disaster perhaps by changing the value system modern society, by using the knowledge accumulated by humanity, which could contribute to the formation of an environmental culture of the younger generation. A person’s ecological culture is manifested in his environmentally determined activities. The development of ecological culture implies a complex influence on the cognitive, affective and active spheres of the individual’s consciousness. The formation of an ecological culture among students, coordinating and correcting the attitude of schoolchildren towards nature, is the goal of environmental education.

However, mastering theoretical knowledge that is not supported by practical activities is not enough to develop the skills of correct environmental behavior in schoolchildren. Direct participation in practical activities aimed at drawing attention to environmental problems and searching for 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 skills in working to protect the environment. Consequently, the involvement of students in events dedicated to environmental problems is the most important stage in the formation of environmental culture among schoolchildren.

Dissemination of information is of paramount importance. It is important that students know about environmental organizations 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 allows students to find like-minded people from other countries, discuss environmental problems, share their thoughts and ideas, and exchange work experience, thus a foreign language not only serves as a means for solving global environmental problems, but also serves to strengthen world peace.

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

The goals of Greenpeace are environmental protection, education and promotion of an environmentally friendly lifestyle. Global environmental problems such as global climate change, reduction tropical forests, overfishing, development genetic engineering, radiation hazards, and Arctic conservation are on the organization’s radar.

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

The earth is our common home, which means that environmental problems cannot concern only individual countries or people, these problems concern world society as a whole, and they can only be solved by uniting together. It is difficult to overestimate the role of a foreign language, with the help of which you can learn first-hand 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 contribution to the common cause.

The global, large-scale is made up of the particular, and therefore the solution global problems you need to start small, with improving the health of your home yard, district, city. In particular, work at the school site has important practical significance, since all students can take part in it. This helps schoolchildren develop the skills of correct environmental behavior in the natural-social environment, respect for nature, and develops their environmental culture. Children's perception of natural beauty forms in schoolchildren correct environmental thinking and behavior in relation to nature. Working under the guidance of a teacher, they acquire practical skills, receive aesthetic pleasure from the results of their work, and develop a caring attitude towards the environment. They are unlikely to want to litter the garden that they have been improving or pick a flower from the flowerbed that they have been nurturing for so long.

Within the district and city, schoolchildren can participate in various kinds of events, such as environmental cleanup days to clean parks and squares of accumulated garbage; planting trees, which is especially important in connection with the “Green Record” campaign in the city of Kazan, within which thousands of trees were planted to make our city cleaner and more beautiful; cleaning coastal zone 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 in our city were transformed. Anyone could participate in the action and make a contribution by coming to one of the green cleanup days, which took place in different corners cities. Seedlings and equipment were given out 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 active participation in planting trees together with officials, deputies and famous people of 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 progress. The action had great educational significance for the younger generation, because it clearly demonstrated that to improve the environment, direct participation in its protection and improvement is necessary.

In 2015, the “Green Record” campaign 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.

Motivating and taking into account the interests of students has great value for the success of a particular project. Internet and social networks in particular, active users which schoolchildren are, where they spend most of their free time in search of friends and communication, have enormous potential for attracting schoolchildren to environmental actions. Information posted on social networks spreads quickly 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 hometown or village?

Using the activity of young people on social networks, it is possible to successfully attract the attention of young people to existing problems and involve them in interesting projects. Unfortunately, this potential is underutilized and it is necessary to work in this promising direction.

It should be noted the positive experience of the all-Russian action “Blogger Against Garbage”, which is widely covered on various social networks and is popular among young people. The organizers of the action open groups where everyone can join, set a place and time for the event, and provide the equipment necessary for cleaning. Each participant receives a commemorative T-shirt with the campaign logo. The media are involved in covering the event: local newspapers and television channels. A report on the event is also posted on social networks, accompanied by photographs and comments from its participants. With each promotion held, the number of participants increases.

As part of this action, an event was organized in Kazan to clean up the Newlyweds Park (opposite the Central Bus Station building and next to the city’s River Port). The park was in terrible condition, 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, importantly, they were joined by concerned residents of this microdistrict. The group of activists was supported by the Ministry of Ecology and natural resources RT, allocating equipment and workers from the city production trust for water and green management. The DJ entertained the cleanup participants with music and attracted people from the surrounding area to the park. As a result of the action, several trucks of garbage were removed and new benches and trash cans were installed. The park has been transformed and has become a more attractive place for citizens to walk and relax.

As can be seen from this example, young people are ready to participate in activities aimed at solving environmental problems; they just need to find the right motivation. Instead of long educational conversations and forced participation in cleanup days, it is much more effective to find forms of holding events that would meet the interests of modern young people.

One more popular destination is the Earth Hour campaign, which was founded by the World Wildlife Fund (WWF) in 2007 as a symbol of human concern for the environment. The slogan of the action - “The whole world for one planet” - reflects its main essence. People all over the world turn off their lights for one hour as a sign of concern for the future of the planet. This action has grown into an international campaign to preserve the resources of our planet, in which anyone can take part. Residents of Kazan, and especially students and schoolchildren, take an active part in this annual event. To join Earth Hour, turn off room lights, building lights, computers, holiday lights, neon signs, televisions and table lamps, and you can also turn off unnecessary electrical appliances.

Each country draws attention to what is most important to them during Earth Hour. at the moment. So in Russia, in 2012, during the Earth Hour campaign, more than 120 thousand signatures were collected for a law to protect the seas from oil pollution. At the end of 2012, the law was signed by the President and came into force on July 1, 2013. In 2015, as part of the Earth Hour campaign WWF Russia ran the “Time to Think Different” campaign, calling for a freeze on environmentally hazardous and costly projects in the Arctic. The foundation collected signatures for 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 part of this event, which can not only attract attention large quantity people to environmental issues that are relevant to Russia today, but also to solve these problems, preserving the unique nature of our country for ourselves and future generations.

Involving schoolchildren in environmental protection activities gives them the opportunity to put into practice the knowledge acquired in class, allows them to realize their involvement in nature, develops the skills of correct environmental behavior and allows them to hope that our future generation will grow up not indifferent to environmental problems and will be able to take the necessary measures to solve these problems. And possession foreign language allows you to integrate into international organizations and engage in environmental activities on a global scale.

Bibliographic link

Minnebaeva Z.E. INVOLVING STUDENTS IN EVENTS DESIGNED TO DRAFT ATTENTION TO ENVIRONMENTAL PROBLEMS // International Journal of Experimental Education. – 2016. – No. 1. – P. 86-89;
URL: http://expeducation.ru/ru/article/view?id=9393 (date of access: 02/26/2020). We bring to your attention magazines published by the publishing house "Academy of Natural Sciences"

PR can rarely be effective without working with Media. Publications in the media are a good way to talk about your company’s activities, form opinions about products, influence awareness 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.

Statement of the problem

Re-evaluate the importance of broad coverage of your company's activities in 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 will be your authority and speed of response. 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 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 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 should be the following characteristics: name, circulation, for sites - traffic, characteristics and reach of the audience, 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 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 what about you. 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 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 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 establish a constant flow of 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 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, among other things. This is the wrong way. The basis of long-term cooperation with a journalist is mutually beneficial work. You need coverage of events and activities in the media, and 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 a 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 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 is full of unnecessary words and lacks 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 angle of view - look for 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 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 volunteer movement“Old Age in Joy” has become 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 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 is called “newsjacking” (translated from English as “hijacked news”). Using other people's news and news trends can be 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 chain 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 quickly increase the popularity of a site and 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 topical and industry hashtags on 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

Let's 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 of presenting information: to each 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 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.

Anytime 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 component of 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 some kind of permanent activity, that is, this is not a random reason, but some kind of program of action, it doesn’t matter whether you have a registered legal 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 spoke 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. Go to electronic form, naturally. 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? Does it make sense?

There is always a meaning beyond mass mailing, additionally contact the most rated media, duplicate your appeals orally and 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 most widely circulated printed edition. 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, 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 to probably 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 independent work journalist. In order for a journalist to take a camera, take a voice recorder and come to your specific event, if it is, for example, an announcement. Or 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 by email [email protected] our messages, which we will already work with and somehow bring them into a standard format of 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 very often necessary 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 a 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.

These can be dozens of different forms of special events: conferences, meetings, round tables on your topic, negotiations with the opposing side, and, in this case, public negotiations to which you can invite the media; 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 produce an 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 information work clearly and technologically, 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