Основные направления совершенствования информационной политики администрации Томской области (стр. 21 из 26)
Dealing with the media presents unique challenges in that the news media cannot be controlled — they have ultimate control over whether stories pitched to them are of interest to their audiences. Because of this, ongoing relationships between an organization and the news media is vital. One way to ensure a positive working relationship with media personnel is to become deeply familiar with their "beats" and areas of interests.
Working with the media on the behalf of an organization allows to raise awareness of the entity to be raised as well as the ability to create an impact with a chosen audience. It allows access to both large and small target audiences and helps build public support and mobilizing public opinion for an organization. This is all done through a wide range of media and can be used to encourage two-way communication.
Key elements of strategy-based media relations [47]
· The media strategy is documented and implemented according to principles agreed to by public affairs and senior management.
· A media policy is drawn up with responsibilities, profiles and positioning.
· Media activity is planned to reach target audiences in direct support of your organizational mission and goals.
· Media contact is broadly divided into proactive and reactive activities.
· Issuance of press releases, position statements and key announcements through both offline and online methods to prompt media coverage.
The media work in the new legal environment since 1991, the first serious step in this direction was the Federal Law "On Mass Media" [48], on 27 December 1991 № 2124-1, entered into force on 8 February 1992 they legislate common principles of freedom of the media, the new organization and the media. At the same time, the Law defined the basic principles of interaction with the media. Among them there are the following: [34, p.72]
• Objectivity: a journalist should cover the facts exactly as they occur in reality - without any fraud, drama, without interference in the personal lives of citizens. Do not make public reports of serious incidents in society as long as there is no given careful and prudent assessment of seriousness of the situation;
• Integrity: punishable by getting information by illegal means in the form of blackmail, any suggestions and requests, which could affect the participants in the events;
• Ethics: media should refuse to grant broadcast assumptions, rumors, their own guesses for the exact facts.
• Pluralism: the audience has the right to obtain information about all that, one way or another, affects social life. And the journalist's own view should not insult the present and possible, be neutral. In this case the journalist is not obliged to be responsible for the information obtained from official government or public sources. When you publish the facts, he should give clear reference to source materials.
In the process of organizing the activities PR should remember the basic rules of interaction with the media: [51]
• the design information for the media should be in addition to corporate objectives to comply with the public interest. Cleared message must be accurate, understandable, have important facts of interest and news value to media and other contact groups;
• the mechanism of interaction with the press should be done on a regular basis in the partnership mode, tact, truthfulness and respect;
• need time to respond to media requests and to provide comprehensive information services, observing the two necessary conditions: accuracy and speed. If there are misunderstandings between the PR-specialists and journalists, they should be eliminated in the shortest time at the expense of the actual materials, documents, explanations and clarifications on the highest level;
• Planning to prepare the information, its release to the press, PR-specialists to organize the work of assessment feedback to the recommendations of the management to improve marketing activities;
• PR-specialist should make every effort to prepare presentations leader, his press interviews on radio, in the PR-campaign, using interviews, briefings, presentations, etc.;
• PR-department should always be open and available for establishing contacts with the media in any form. On a regular basis should be monitored in the field of tracking, analysis and evaluation of press releases, radio and television.
• Be smart. Be professional. Learn from others. Media Invitation to the friendly people come to your organization, to give workshops on interviews, and other topics. To understand the media you are trying to influence and make sure they understand you.
The tasks of media professionals
Today in the newly formed society of media workers the following tasks must be performed: [49]
• coverage in the press, on radio and television major events taking place in society from the standpoint of the neutral critics, without favoring one viewpoint over another in order to win the trust of the masses as a vital guarantor of the functioning of the institutions of media;
• the media should initiate them pulses of positive change in society. In the first place to establish business contacts with representatives of PR, business, government and legislative bodies
Solving these problems, the media do a great job in the field of informatization of society, the formation of the national economy, the coordination of multiple movements, aesthetic orientation in society, protection of citizens, their interests, respect for the rule of law in the country.
Control system information space [37, с.288]
Media in practice is controlled element and directly dependent on those who finance them. In our country, a large proportion of the information space media is controlled by the state under the doctrine of information security state channels TV - the first TV channel "Russia", "Culture". Control system information field of mass media in Russia is presented in pic. 3.2. [34, p.383]
The first level of control the media is controlled by a politicized capital and is owned by the state. It is this level of opinion-Russians in the field of political propaganda in the light of public facilities. At this level, a great role do news agency ITAR-TASS, RIA Novosti, RosBusinessConsulting; Channels TV «Russia", "Culture", "Sport", "Euronews", "Radio Ros ¬ is this", "Mayak" ; print media "Rossiyskaya Gazeta", "Parliamentary Press, Media of the Government of Moscow. Typically, this level serves as the state control to state security, the authority of the Russian economy, the achievement of national projects.
The second level of print and electronic media controls society-wide interregional coverage by news agencies – “Interfax”, “Prime-TASS”; TV “STS”, “TNT”, “Ren-TV”, “TV-3”, “DTV –Viasat”, “Home”; radio station “Mayak-24”, “Russian radio”, “Echo of Moscow”, the frequency channels of FM-range; printed media “Kommersant”, “Expert”, “Komsomolskaya Pravda”.
At the interregional level the role of commercial media significantly increases, smoothly integrating into the overall media-political system, but the impetus is not only national interests, but also achievement of commercial success.
It is known that in regions of the country an increased interest in local radio, television and print media is always observed. Thus it is difficult to overestimate the importance of the third level of information space management.
| 1 Federal level | ||||||||||||||||||||||
| Information agency | Print press | Media of the Government Moscow | ||||||||||||||||||||
| Media holdings | Radio | TV | ||||||||||||||||||||
| 2. Interregional level | ||||||||||||||||||||||
| News Agencies | Commercial publication | printed media | ||||||||||||||||||||
| Radio | TV | |||||||||||||||||||||
| 3. Regional level | ||||||||||||||||||||||
| News Agencies | Regional Printing presses | Local TV | ||||||||||||||||||||
| Radio | ||||||||||||||||||||||
| 4. 4. Internet | ||||||||||||||||||||||
| Corporate Website | Personal Website | |||||||||||||||||||||
| Foreign holdings | ||||||||||||||||||||||
| 5. Polymedia | ||||||||||||||||||||||
| Business Feed RBC | Mobile network MegaFon | Interactive Family TV | ||||||||||||||||||||
Pic. 3.2. Control system information space
As part of the global project "Public Expertise" Russian Union of Journalists at the regional level identified seven parameters of the relationship of local media and the state, they are:
• information openness of government;
• The level of freedom of information production;
• The level of freedom of information;
• Media richness of the region;
• development of media and advertising markets;
• The level of media conflict in the region and the nature of conflict;
• The level and nature of media community selforganization.
The fourth level of information space management through a powerful World Wide Web of the Internet, representing the global business environment with multiple communication channels, represents a huge opportunity for PR-specialists.
The fifth level management information space is Polymedia. As an example, the television station RBC, combining a variety of channels broadcast media. System business channel (agency RosBusinessConsulting) has a live broadcast, broadcasting on the Internet, as well as on mobile phones and smartphones "MegaFon".
Policy in the media ("The concept of government information policy of Russia") [13]
Russia's transition to a new type of economic development, civil society and rule of law, political pluralism, generate huge public demand for information. The necessity to address this need determines the special role of media in society. Thus such peculiarities as mass media, replicated, the periodicity, the use of revolving information resources appear. Media is an effective channel to inform the public about the activities of the authorities and informing the authorities and society about the life of society and its reaction to the action of the authorities. These features make the media the most important social institution and a necessary object of government information policy. Modern mass media do not only reflect world events, but are also largely engaged in the analysis of information, its pre-filtration and targeted selection. These media have a powerful influence on people's minds.
The main directions of the Government Information Policy, implementing the path-oriented to an open democratic development of Russian society and state should be:
• Non-submission media-serving interests of business and government and strengthen the capacity of their influence on the media (direct pressure, the supply of media incomplete, unclear, distorted or false information, deliberate misinformation, the deliberate understatement, fused structures of government, business, media, etc.) ;
• regulating the level of concentration and monopolization of the media (the obstacle reducing of independent sources of information, media concentration in the hands of economic elites, lack of rights of journalists, etc.);
• protecting the interests of regional markets media and promoting the local media;
• improving national legislation in terms of guarantees of freedom of expression and information, free flow of media, preventing the spread of violence and intolerance through the media, to safeguard media pluralism and access to official information.
The main objective of the Government Information Policy in relation to the media is to develop the legal, economic and institutional measures to ensure that in the media balance the interests of the individual, society and state. It is necessary to solve complex issues of state support for public media and develop a position in relation to non-state media.
In this case, the media really can serve as a mechanism for organizing the relations between population and social institutions of society, expressing the interests of government, business, cultural development, to be an instrument of dialogue between them. This can help overcome rigid attitude much of the population to mass media, distrust of messages that do not meet a personal or social expectations. Institutional, legal, economic and technological conditions must be created under which the media will effectively serve as the objective of informing the population, social institutions and the state. From this perspective, all the existing and future laws, other regulations and certain legal rules relating to media should be considered,.
The problem of informing the public about the activities of government bodies is also important. There is need in ensuring accessibility to the general public objective information on the progress of economic reforms, solving social problems, legal acts and regulations governing public and private lives of citizens.
Do not forget that media is not only an object of information policy, but also an active actor of it. This tool is has even grater social influence on the mass consciousness, an instrument for shaping public opinion. Ideas on regulatory system of electronic and print media must be carefully accommodated with current and newly adopted legislation in this area.
ПРИЛОЖЕНИЕ Б
Организационная структура Департамента по информационной политике и работе с общественностью
ПРИЛОЖЕНИЕ В
Медиа-карта Томской области
| № | Районы | Телевидение | Радио | Газеты | Интернет |
| 1. | Александровский (Райцентр – с.Александровское) Население: 9,8тыс. человек | Инфо Стрежевой СТВ Тел. 5-27-87 Главный редактор: Шабунина Наталья Валентиновна e-mail: stv@stv-tv.ru сайт: www.stv-tv.ru | · «Северянка» Общественно-политическая, социально-экономическая газета Редактор: Парфенова Ирина Владимировна Тел: +7(38255) 2-58-52 e-mail: severjnka@rambler.ru; severynka70@mail.ru | Сайт Александровского р-на: www.als.tomskinvest.ru Сайт с. Александровское www.alsp.tomskinvest.ru | |
| 2. | Асиновский (Райцентр – г.Асино) Население: 38,7 тыс. человек | Асиновская студия телевещания АСТВ-Рен ТВ (26 ДМВ-канал, ООО «Асино ТВ») Тел. (38-241) 2-12-79, 2-26-23 Главный редактор: Люхтенвальд Ирина Владимировна E-mail: asinotv@rambler.ru | Радио «Сибирская волна» (УКВ 69,50) Сайт: www.radiosv.tomsk.ru Главный редактор: Выдрин Виктор Викторович Тел. (38-241) 23878 | · «Диссонанс» общественно-политическая, социально-экономическая газета Гл. редактор: Клюев Виктор Васильевич Тел: (8-38-241) 2-46-47, 21236, (8-241) 2-55-39 E-mail: dissonans2003@bk.ru · "Образ Жизни" Гл. редактор: Нестерова Вера Александровна Тел.: (241) 2-15-19, 2-27-01 E-mail: obzregion@mail.ru Сайт: www.obraz.asino.ru | Сайт Асиновского р-на: www.asino.ru Сайт г. Асино www.gorod.asino.ru www.asino.tomsk.ru городской чат: www.asinocity.tomsk.ru развлекательный портал города: www.viasat.tom.ru |
| 3. | Бакчарский (райцентр – с. Бакчар) Население: 15, 6 тыс.человек | · "Бакчарская жизнь" Редактор: Карчагина Елена Юрьевна Тел.: (38249) 2-15-62, 2-23-13 E-mail: redbakchar@rambler.ru | Сайт Бакчарского р-на: www.bakchar.tomsk.ru | ||
| 4. | Верхнекетский (райцентр – Белый Яр) Население: 18 151 чел. | · Верхнекетский районный телерадиокомитет Редактор: Маскинова Людмила Николаевна Тел.: (258) 2-13-32, 2-21-93 E-mail: zs@belyar.tomsknet.ru | · "Заря Севера" Тел.: (258) 2-13-32, 2-16-35, (258) 2-66-35 E-mail: zs@belyar.tomsknet.ru Гл. редактор: Маскинова Людмила Николаевна | Сайт Верхнекетского р-на: www.vkt.tomsk.ru www.saiga.tomskinvest.ru | |
| 5. | Зырянский (райцентр – село Зырянское) Население: 14.934 человек | · Доброе утро, Зырянское” 73.01 мГц Тел.: (38-243) 2-16-86 Редактор: Солоненко Ольга Францевна | · "Сельская правда" Общественно-политическая газета Тел.: 8 (243) 212-12, 2-15-84 E-mail: selskaya_pravda@mail.ru Гл. редактор: Епифанцева Татьяна Владимировна | Сайт Зырянского р-на: www.zir.tomsknet.ru | |
| 6. | Каргасокский (райцентр – с. Каргасок) Население: 24 тыс. человек | Каргасокская студия телевидения (КСТВ) Директор Татаренко Татьяна Юрьевна Тел. : (38253) 2-17-06, 2-19-20, e-mail: kstv1961@mail.ru | · «Северная правда» Тел.: (253) 2-13-53, (253) 2-29-87, 2-19-42, 2-15-72, 2-14-56 E-mail: gazeta@kargasok.tomsknet.ru Редактор: Тарновский Михаил Юрьевич | Сайт Каргасокского р-на: www.kargasok.ru Неофициальный сайт Каргаска www.sokik.ru Администрация Каргасокского сельского поселения www.sp.kargasok.ru Администрация Новосюганского сельского поселения www.novvas.tomsk.ru Сайт управление образования, опеки и попечительства Каргасокского р-на: www.kargasok.tom.ru | |
| 7. | Кожевниковский (райцентр – с.Кожевниково) Население: 22, 222 человек | · "Знамя труда" Общественно-политическая газета Тел.: (244) 2-17-12, (244) 2-17-13, 2-14-23, 2-19-28 E-mail: kogred@mail.ru Гл. редактор: Колмакова Римма Геннадьевна | Сайт Кожевниковского р-на: www.kog.tomskinvest.ru Администрация Староювалинского поселения www.seladm.narod.ru | ||
| 8. | Колпашевский (райцентр – г.Колпашево) Население: 44816 человек | Студия телевидения Колпашева "ТВК" Директор: Вихров Сергей Александрович Тел.: (838 254) 40333, (254) 5-16-32, (38254) 5-24-77, E-mail: tvk@ok.ru | · "СОВЕТСКИЙ СЕВЕР" Общественно-политическая газета Колпашевского района Редактор - Луговской Александр Николаевич. Телефоны: (254) 5-37-04, 5-36-31, 5-37-62, 5-29-86. E-mail: sovsev@kolpashevo.tomsknet.ru · "КОЛПАШЕВСКАЯ" Информационная общественно-политическая газета Редактор: Вихров Сергей Алексанрович Тел.: (254) 41-777, 40-333 E-mail: gk@70.ru | Сайт Колпашевского р-на: www.kolpadm.tom.ru Сайт г. Колпашево www.kolpashewo.ru Неофициальный сайт г.Колпашево www.kolpashevo.net | |
| 9. | Кривошеинский (райцентр - с.Кривошеино) Население: 15,7 человек | · "Районные вести" Общественно-политическая газета Тел: (251) 2-13-64, 2-14-75. E-mail: krvvesti@mail.ru Редактор: Шиянов Иван Алексеевич | Сайт Кривошеинского р-на: www.kradm.tomsk.ru Администрация Кривошеинского сельского поселения www.krivsp.tomsk.ru | ||
| 10. | Молчановский (райцентр – с.Молчаново) Население: 14,4 тыс. чел. | · «Знамя» Гл. редактор: Кучереносов Николай Васильевич Тел.: (256) 2-14-81, (256) 2-13-04, 2-14-82 E-mail: znamja@mail.tomsknet.ru · "Молчановские вести" Общественно - политическая газета | Сайт молчановского р-на: www.molchanovo.tomskinvest.ru Блог Молчановского р-на www.molchanovo.tomsk.ru Администрация молчановского сельского поселения: www.msp.tomskinvest.ru Администрация Наргинского сельского поселения www.nsp.tomskinvest.ru Администрация суйгинского сельского поселения www.ssp.tomskinvest.ru Администрация Тунгусовского сельского поселения www.tsp.tomskinvest.ru | ||
| 11. | Парабельский (райцентр – с.Парабель) Население: 13,5 тыс. чел | Телестудия Парабель Тел.: (38252) 5-23-62, e-mail: parabtv@yandex.ru, an_chud@hotmail.com | · "Нарымский вестник" Тел.: (252) 2-16-08, (252) 2-18-56, 2-19-91, 2-11-97, 2-17-41 Редактор: Гордиевский Михаил Александрович E-mail: navest@parabel.tomsknet.ru | Сайт Парабельского р-на: www.parabel.tomsk.ru Администрация Новосельского сельского поселения www.novoselcevo.tomsk.ru | |
| 12. | Первомайский (райцентр - с.Первомайское) Население: 20304 человек | Первомайское телевидение Директор: Басаргина Марина Васильевна Тел.: (245) 2-10-74 | · «Заветы Ильича» Главный редактор: Нахтигалова Валентина Петровна Тел.: (245) 2-16-34, (245) 2-15-46 E-mail: pzi@pervomay.tomsknet.ru | Сайт Первомайского р-на: www.pmr.tomsk.ru | |
| 13. | Тегульдетский (райцентр – с.Тегульдет) Население: 8,1 тыс. человек | · "Таежный меридиан" Редактор: Сугатова Татьяна Петровна Тел.: (246) 2-14-68, 2-18-85, 2-19-81 E-mail: tmeridian@mail.ru | Сайт Тегульдетского р-на: www.teguldet.tomsk.ru | ||
| 14. | Томский (Административный центр – г.Томск) Население:84 тыс. человек | · "Томское предместье" Общественно-политическая газета Редактор: Лаврова Любовь Николаевна Тел.: (382-2) 44-22-91, 44-13-23. E-mail: predmestie@sibmail.com Сайт: www.predmestie.tomsk.ru · «Известия Томского района» Издается Томским региональным общественным фондом «Фондом развития Томского района» совместно с Местным отделением Томского района Всероссийской политической Партии «ЕДИНАЯ РОССИЯ». Редактор: Ефимов Сергей Николаевич Тел.: (3822) 40-92-82, 21-95-01 E-mail: izvestiyaatr@yandex.ru · «Сельский перекресток» Редактор: Лобыня В.Н. Тел.: (3822) 915-319 E-mail: zorkpos@narod.ru | Сайт Томского р-на: www.tr.tomskinvest.ru Воронинское сельское поселение www.voronino.tomskinvest.ru Заречное сельское поселение www.zarechnyi70.narod.ru Зональненское сельское поселение www.zonalnoe.tomskinvest.ru Зоркальцевское сельское поселение www.zorkpos.narod.ru Итатское сельское поселение www.itatka.tomskinvest.ru Калтайское сельское поселение | ||
| 15. | Чаинский (райцентр – с.Подгорное) Население: 12889 человек | · Чаинское радио Тел.:(38-257) 2-17-07; e-mail: gazchay@mail.ru Редактор Красноперова Лариса Ананьевна | · «Земля Чаинская» Гл. редактор: Пушкарева Юлия Сергеевна Тел.: (257) 2-11-36, 2-11-00, (257) 2-12-24 E-mail: chainskland@chainsk.tomsk.ru | Сайт Чаинского р-на: www.chainsk.tom.ru | |
| 16. | Шегарский (райцентр – с.Мельниково) Население: 9979 человек | Шегарское Телевидение Редактор: Ермолаева Олеся Александровна Тел.: (247) 2-18-03, 2-16-75, 2-25-55, 2-18-04 E-mail: gazeta2003@bk.ru | · «Шегарский вестник» Редактор: Ермолаева Олеся Александровна Тел.: (247) 2-18-03, 2-16-75, 2-25-55, 2-18-04 E-mail: gazeta2003@bk.ru | Сайт Шегарского р-на: www.sheg.tomskinvest.ru Анастасьевское сельское поселение www.anastas.tomskinvest.ru Побединское сельское поселение www.pobeda.tomskinvest.ru Северное сельское поселение www.severnoe.tomsk.ru Шегарское сельское поселение www.shegsp.tomskinvest.ru |
ПРИЛОЖЕНИЕ Г «Бланк анкеты»