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Information and communal management in global suspension - Bebik V.M.

Organizational forms of advertising management

The management structure of advertising political activity includes from two to four units (functional departments). In the initial, preparatory mode of operation, the best option for such a structure is three departments. In this case, the first department (conventional name - " intelligence and counterintelligence department ") supplies the necessary information by conducting specialized monitoring. The second department is the analytical-initiating body (the conditional name is the “analysis and task setting department”). The third department is the executive body, which goes in direct contact with the media (the conditional name is "image creation and implementation department").

The main tasks of the functional departments of the structure

The mission of the intelligence and counterintelligence department includes: collecting external current information, its primary processing, classification and creation of information databases in given areas. It provides the implementation of the first and partly fourth stages of the functioning of the whole structure.

The tasks of the analysis and tasking department include: daily, weekly and monthly analysis, preparation of forecasts and development of recommendations, preparation of questions for making political decisions by the leadership of the Association. At the initial stage - a joint development with the third department of the concept, program and set of active measures. Subsequently, on the basis of weekly and monthly reports, and from the moment the official campaign and daily summaries start, regular adjustments to the course of the campaign are made. This department ensures the implementation of the second and partly fourth stages, as well as (at the level of setting goals) the first and third stages. Ultimately, this department occupies a key place in the structure.

The task of the implementation department includes: establishing the necessary links with the media; at the preliminary stage - early conclusion of contracts, purchase of paper, ordering of original mock-ups of printing products, etc .; in the future, with the "hot" mode - work on the basis of the program and plan; implementation of a set of specific events, including press conferences, publication of articles, organization of television and radio broadcasts, etc .; constant communication, further development and improvement of the system and communication channels for the implementation of promising tasks. This department provides the implementation of the third stage of the functioning of the entire structure.

Headquarters basic work plan

From the moment the election date is set, the scheme of actions is clear: the first stage of the campaign begins, the purpose of which is to collect signatures necessary for registering the Association with the Central Election Commission. For this, an all-Russian congress of the still-pre-election Association should be held. A pre-prepared electoral list of the Association must be formally approved at the congress. At the end of the congress, delegates from the regions should receive a sufficient number of forms for collecting signatures in support of the Association with the names of the first three of the list already entered.

From this moment begins the "first wave" of the election campaign itself. However, at this stage, propaganda work is still being carried out in an identification way: a story about the Association and an appeal to citizens to support it with their signatures.

After checking the collected signatures, the Central Election Commission (3-5 days) announces the start of the "second wave" of the election campaign - that is, the "hot mode" of work.

Based on the current limited conditions of the election campaign, the first basic plan of preparatory measures should be built for the period until the announcement of the election date - conditionally from mid-June to mid-August.

After this comes into effect the second plan - mobilization activities. From the announcement of the election date to the completion of the collection of signatures (tentatively from the third week of August to the third week of October).

Finally, only after that does the third plan come into effect - the last, “hot stage” of the election campaign.

It is fundamentally important that each next plan can be finally built only 5-7 days before the completion of the previous one. Otherwise, he will be divorced from real conditions and reduced to utopian wishes. Ultimately, before the congress and the approval of the first "troika" of the electoral list, it is impossible to precisely organize the work on propaganda of this "troika"; until clarity on the number of signatures collected, the Hot Stage plan cannot be adjusted.

Key organizational objectives

1. Create the campaign headquarters of the Association.

2. Prepare for the All-Russian Congress of the Association.

3. Create a management structure for the advertising political activities of the Association, select staff, establish the work of departments and their interaction.

4. Promptly order a series of analytical (political science, sociological and political-psychological) studies and based on them

a) build a model of the electorate of the Association;

b) build models of the image of the Association:

• for a signature collection campaign;

• for the "hot stage" of the campaign;

c) develop the image of candidates for the first "three", conduct a stage of training work with them (including video training).

5. To develop the political, social and economic programs of the Association (the “full”, “medium” and “short” versions, each of which is differentiated according to the main layers and target groups of the electorate).

6. To develop a meaningful concept and technological scheme of advertising political work for the signature collection phase.

Key promotional and political events

The main task: a "supportive" advertising campaign telling the population about the Association, its goals and objectives, past and present successes, future plans, and leaders of the Association.

The main goal: to achieve the population remembering the name of the Association and identifying the name with the names of its leaders.

A typical weekly model includes three main channels of influence on the electorate (press, radio, television); focuses on the conditional separation of the electorate into "their own" (target group) and "wide". There is also a conditional division of tasks into "minimum task" and "maximum task". It is clear that the real "maximum" - that is, the "upper ceiling" of advertising efforts - is difficult to establish, however, one should keep in mind both the real possibilities (limited resources) and the possible psychological effect of the "edge of the teeth" that may occur in an audience response to the "supermaximum" effort. Thus, the “maximum task” coupled with the “extra effort” means the desired "ceiling", above which you can not climb. "Minimum task" means the lower level, below which it is extremely undesirable to fall. The implementation of weekly promotions requires the weekly creation of at least two serious "news occasions."

Weekly Media Model

1. Press - at least five publications:

a) minimum task: in a "specialized" publication (coverage of "one's own" electorate);

b) maximum task: in a "wide" multi-circulation publication (coverage of a wider electorate).

2. Radio - at least five radio airs:

a) minimum task: short, best informational plots (Mayak radio);

b) maximum task: detailed long stories (Radio of Russia, more detailed programs, best in the morning).

3. Television - at least five television channels:

a) minimum task: short stories in information programs ("Time", "News", "News");

b) maximum task: detailed long stories in regular popular thematic programs (ORT, RTR, NTV, TVC).

4. Additional tasks (according to separate plans):

a) preparation and placement in the press, on radio and television of materials that, for technical reasons (long publication cycle), may appear only at the second (collection of signatures) or even the third (“hot mode”) stage of the election campaign;

b) creating your own newspaper with a weekly release schedule;

c) creating your own regular radio program with a 2-3-time output per week (ideally, a daily output);

d) creating your own regular television program with a weekly broadcast on ORT or RTR channels.