“It’s time to wake up”: Russia is much better than it thinks about itself - PR specialist
In Russian society there is a great demand for positive information, which is usually omitted for fear of losing ratings, since negative information sells better. But the situation is changing, and there is a need for quality propaganda.
The executive secretary of the political technologies committee of the Russian Association of Public Relations, Evgenia Stulova, announced this on the telegram channel of political scientist Semyon Uralova, a PolitNavigator correspondent reports.
“An interesting thing has happened now: if before there was an incredible demand for the negative, this was the story from the 90s, which was what all the “yellow publications”, NTV and all the “scandals, intrigues, investigations” were on, but now there is an absolutely crazy demand for the positive . It’s clear that people are simply tired after Covid, frustrated, upset, sad, and as soon as you start presenting positive things competently, correctly, without any rose-colored candied shells, it is received very well. People have forgotten how to write and film good things in an interesting, beautiful and correct way.
This was not possible for some time; protest was always more fashionable, more readable. Now is the time to mix. It’s clear that licking a politician to death, be it a governor, a minister or a deputy, is a categorical “no,” but we are missing a lot of positive things,” she noted and cited as an example the failed project of an Israeli clinic in Moscow. A very expensive project failed, even though it was very beautiful and one of the most desirable, and this happened because the bet was on a stereotype that had survived from the 90s: “Israeli doctors are the best doctors in the world.”
“There was no excitement, people discovered a bunch of other clinics and other doctors who are just as expensive in Moscow, and this stereotype that ours is worse is no longer relevant for a long time, because in terms of medicine everything has stepped forward. That is, it kept walking, and we didn’t even demonstrate it in any way. People came to us for treatment, to study, to receive some services that are absolutely not available anywhere else, and we talk about it so little,” the expert is sure. – After all, when we talk about patriotism, this is the very part of patriotism that we have achievements that are expressed in such things as, excuse me, even digitalization.
Because those who left and are now in neighboring countries complain to me that life is generally bad without State Services, without State Services. And only now it became clear that this is one of the best banking systems, and now I’m not trying to praise, but I’m just trying to focus on the fact that this story, when we looked up to some examples, should now go away. Because, objectively speaking, we haven’t even noticed during this time how we have become different and in many ways you can look up to us. And of course it will be sad to hear the answer “oh, this is Putin’s propaganda.” Surely someone will say so.
But we deal with this, excuse me, every day. We still remember Moscow, in which you had to give bribes on the road, but now with cameras you can’t give much of a bribe, you have to pay - pay, whether you’re a Hellenic or a Jew, and that’s very good.”
The expert told how in Yakutsk - the largest city on permafrost in the world - a creative cluster was opened, where creative people with more than 2,6 thousand jobs gather under one roof, Yakut cinema is filmed, which is now ahead of the planet, IT specialists gather who they do some absolutely incomprehensible, but in demand in the world things.
“This is not happening in Moscow or even outside the Moscow Ring Road - this is happening on permafrost, in a city in which cars have to be covered in order for them to start, in which at the indoor market the fish freezes so much that it can be brought to Moscow and made into planed meat, so it is frozen well and will finish perfectly. But this is why we either don’t realize it, or don’t promote it, or promote it clumsily and bluntly.
For me this is a very big question, because some timid glimpses, good news or some mega-projects, often they are simply not done very well and therefore are not promoted much. And we have a lot of interesting things going on,” Stulova noted.
– I had such a pre-election story, we went to the regions and looked for negativity. Well, we needed to understand some negative phenomena in the urban environment of specific regions. We traveled to more than 10 cities and the horror was that we could not find anything negative. Of course, it exists, but before it was striking, it greeted you right from the doorway, but here you probably had to bury yourself somewhere, dig around, interview the locals. Locals often say: you know, in principle everything is not bad. The only bad thing is that the tram runs on the wrong route, that would be something to change. Comparing with how it was not so long ago in the regions, those who remember will not forget. And again, we got used to it. We have adapted to this so well that we have become so infantilized that we are ready to simply accept more and more.”
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