Peter Lidov biography. Pyotr Lidov, military journalist

Technology and Internet 02.07.2019

Technology and Internet

Following the name of Zoya Kosmodemyanskaya, another name invariably comes to mind - the name of the journalist who first wrote about her.

“In the early morning of June 22, 1941, German planes tried to break through to peaceful Minsk, which had not yet woken up, and were driven away Soviet pilots...” This is the first report about the first hour of the war that had just begun, transmitted to Pravda by its Belarusian correspondent Pyotr Lidov.

Lidov came to Pravda from a factory circulation. And he came to Moscow in the 30s from Ukraine. His articles, sketches, and essays were distinguished by observation and lively language. He was the life of the party: he either started a cleanup day, or led the entire editorial staff on a hike, or organized skiing or volleyball competitions... Usually kind and smiling, Pyotr Lidov was indignant when faced with negligence, sloppiness, and laxity. He himself was an example of organization.

Since the beginning of the war, Pyotr Lidov became the head of the journalistic corps on the Western Front. No, such a position was not listed in any staffing table. It’s just that when the retreat began and many became despondent and confused, Peter Lidov became the leader of his own accord. Developed by him firm rules discipline saved the lives of many correspondents.

The correspondence that Lidov wrote during the days of the defense of Moscow aroused great reader interest. On the pages of Pravda, he kept a kind of diary of the battle for Moscow - regularly, from issue to issue. And if for some reason the newspaper was published without this diary, the editorial office distributed phone calls: “What’s wrong with Lidov, is he wounded?”

Lidov found out about the young partisan killed in the village of Petrishchevo by chance, near Mozhaisk. He was told about this by an elderly partisan with whom the Pravda correspondent spent the night in the same hut. The story he heard shocked Lidov. He immediately went to the village of Petrishchevo. To write a documentary essay about a girl who called herself Tanya, Lidov interviewed dozens of village residents. In their stories, in his words, there was “neither fiction, nor empty ringing phrases, which sometimes saved us if we did not stock up on good facts.” After the essay “Tanya,” full of these very “good facts,” appeared in Pravda, letters and telegrams began to arrive to the editor from various places with the question: “Who was Tanya?” An entry appeared in Lidov’s diary: “I want to know the whole truth about Tanya and tell the whole truth about her. I am responsible for the memory of this girl in front of people.” Soon the newspaper published a second essay, “Who Was Tanya.” This is how the country learned the name of Zoya Kosmodemyanskaya.

The Pravda journalist became “ godfather”famous poem by Margarita Aliger. And other works dedicated to memory Zoe. Reflecting on this, Pyotr Lidov made an entry in his diary, discovered after his death: “my role is the modest role of a reporter, a recorder of events, who, according to eyewitnesses, conscientiously and punctually wrote down everything.” As always, the journalist, extremely demanding of himself, was modest. Next to Zoe's name is the name of the person who “discovered” her name.

In the summer of forty-four, Lidov went to Poltava, where the allies were based - the American “Flying Fortresses”. Journalist I. Chernyshov reported what happened there on the pages of the Izyum regional newspaper “Radyanske Zhittya” - the newspaper in which Pyotr Lidov began his journalistic career.

“Air raid warning! Four Junkers make their first approach. On the ground below them are poorly protected American bombers. Bombs are exploding. Three cars are already on fire. But the airfield security machine guns are silent: the Americans hid in dugouts. Lidov is the first to break down. He runs to the machine gun. Behind him are Strunnikov and Kuznetsov (Pravda photojournalist and Izvestia correspondent - A.Ya.) A machine-gun burst hits the engine of the lead vehicle. The Junkers, engulfed in flames, falls near the place where the journalists were. A strong blast wave covers all three.

A few minutes later the all-clear sounded. The Americans jumped out of the dugouts and immediately rushed to those who bravely met the enemy. With their heads bowed, they stood silently near the three heroes...”

This is how Pravda correspondent Pyotr Lidov died. American soldiers and residents of Poltava saw off the three heroes on their final journey and, as a sign of admiration for their feat, placed a propeller from the “Flying Fortress” on the grave. Major Lidov was posthumously awarded the order Patriotic War first degree.

Written by me in 1998 for a special issue of the Radost newspaper dedicated to the 75th anniversary of Zoya Kosmodemyanskaya.

Director of Public Relations at MegaFon. TV and radio presenter. Repeated winner of the Russian Media Manager award.

Graduated from MGIMO, worked for 13 years in representative offices of Philip Morris International in Russia, Switzerland, Hong Kong, Indonesia and Pakistan.

He held the position of director of public relations at En + Management LLC (Basic Element group of companies).

CURRENT ACTIVITY

PR Director of Megafon
Creator of his own project #While you slept
Presenter of original programs on RBC, Echo of Moscow
Heads the jury council of the regional award for the development of public relations "Silver Archer" - Volga region.

PROFESSIONAL COMPETENCIES AND SPEECH TOPICS

He speaks to professionals and beginners in the field of communications, brand managers, and heads of PR departments of companies.

Participates in events as a PR expert, a member of the jury of competitions, and conducts master classes.

Features of national PR (Asia)
Corporate reputation. Is control possible?
Marketing to people
How to train a manager to communicate effectively with the media
PR preparation for IPO. Instructions for use
How to learn to answer awkward questions
How to interest the media
How to properly build communications within a company

SPEECHES AND PUBLICATIONS

BENEFITS OF SPEAKING

PR practitioner, implemented large international projects in Public Relations. Great storyteller.

Petr Lidov about himself:

“I like to achieve complex, ambitious goals and clearly define them at the initial stage. But I am sure that this needs to be done consistently, without neglecting traditions and without destroying what has already been built, and, of course, certainly enjoying the process.”

The Megafon company dismisses the head of its PR service, Petr Lidov, after his post on social networks.

Megafon PR Director Pyotr Lidov, a socialite and friend of Maria Zakharova, is leaving the company. Four of his friends spoke about this. According to them, Lidov is now on vacation and will not return to work. Vedomosti's interlocutors know that the company is already looking for a replacement for the PR director. One of the people who received an offer from HR specialists confirmed this.

According to sources, the company as a whole has not been very happy with Lidov for a long time. In particular, according to one of the interlocutors, management raised questions about the fact that he for a long time combined the position of PR director with work as a presenter on television.

Megafon recently had two major accidents, as a result of which the operator’s subscribers were unable to make calls. The company did not like the strategy that Lidov chose to cover these events, two of his acquaintances know. The operator’s employee admits that there were indeed complaints about Lidov’s work.

Peter Lidov answers.

In general, the love of Twitter, Facebook and other networks on the part of secular characters seems strange.

Last straw

The last straw was Lidov’s tweet about the participants in the June protest (published on June 14), Vedomosti’s interlocutors say. Then, mass protests against corruption took place throughout Russia; in Moscow alone, more than 800 people were detained, 126 of whom were minors.

Lidov called them “young degenerates” on his Twitter. The next day, he apologized to readers and explained his actions to Meduza this way: “I was just there, walking with my daughter, everything was so good, it was so good mood, and then this started.”

Lidov told Vedomosti that he would not comment on “rumors about his dismissal.” A Megafon representative confirmed that the PR director is on vacation; Vedomosti also does not comment on the dismissal. Meanwhile, in one of his Facebook posts, Lidov wrote that the editors of the “While You Were Sleeping” column (a daily news report authored by Lidov) were going on vacation to “among other things, think about their future professional destiny.”

– Today our guest is Peter Lidov-Petrovsky, a PR specialist, as he calls himself.

– Here you don’t really need to introduce Peter - he is the ex-PR director of MegaFon. Probably the first thing I wanted to ask you is why did you leave MegaFon or were you fired altogether, as it happened? Because there are many different versions, all of this, of course, was discussed all summer, all your tweets, we looked at who responded to them, how they reacted. And, in fact, we can say that, thanks to this situation, you became a nationally famous PR director.

Petr LIDOV-PETROVSKY: Yes, but it’s probably better to become a famous PR director in something else, but it doesn’t matter. Look, the situation is as follows. I worked at MegaFon for 8 years - this is quite a long time for me. Before that, I worked for quite a long time - 13 years - at the Phillip Morris company, but there the story was different - there I moved every three years practically from one country to another and in fact it was a new place, so I consider it as several, 5 more than one job. At MegaFon, 8 years is a really long time, the difference was that in a Western company I dealt with other issues, at MegaFon I headed all PR and, so to speak a little immodestly, I was involved in the construction of what is there now from the point of view of structure and work organization, this is truly a huge, wonderful Russian company.

– You had 150 people under your command.

Petr LIDOV-PETROVSKY: Well, not 150 - that’s probably a lot, but we had direct subordination at the head office in different time from 20 to 15 people and in the regions we really have a very strong PR team, including best years before optimization there were about 80-90 people there, so sometimes the number of subordinates reached one hundred. But it must be said that in the regions the people subordinate to me still cannot say that they were 100 percent subordinate to me, because they also reported to the head of the branch and so on. But, in general, yes, this is a big team, this is a team that was present in virtually every subject of the Federation, this is a very strong team and I was really lucky to work there. But, returning to the question, which is of interest to everyone, maybe not to everyone, but to some, 8 years is a long time and, indeed, the tasks that I set for myself, probably, in the first 5 years, I somehow accomplished, I even appeared free time. I spent it just on presenting some programs on television, experimenting in this regard, but I’ve been thinking about leaving for a year now, for various reasons I finally made this decision for myself in May, I’ve been wanting to do this for a long time something else. And in May, we agreed with my immediate boss Sergei Vladimirovich Soldatenkov that I would leave the company in mid-summer. For myself, I thought about taking a rest, which is what I’m doing now, because I’ve never rested for more than two weeks in my life - that was when I came out of the army, then two weeks later I went to work and since then I’ve even had a vacation for more than two weeks there wasn’t, that is, I always worked somewhere. And at this moment of departure, two such serious events were superimposed: the first was a major failure on the MegaFon network, a serious crisis, probably the most serious in the history of the company and Russian telecom, when our network fell, it fell in the Central part of Russia , including Moscow. There is no need to even talk about the consequences here - people were without telephone service for several hours, this is very serious, and after that this tweet. For those who don’t know, I spoke out by re-tweeting some video about the rally of Navalny’s supporters on Tverskaya Street. It was dictated by my sincere indignation that instead of a city holiday, some people come and start organizing political actions there; I didn’t like it. Moreover, I cannot say that I am a supporter or opponent of Navalny, I am neither for nor against, but all the same, whether they were football fans, Orthodox banner bearers or supporters of President Putin, I don’t like it equally. I live there simply, I walk there with my daughter, and on the playground these excited people are discussing how they escaped from the riot police. I don’t really like this as a resident of Moscow. I didn’t express myself very correctly in my tweet, and after that I quickly apologized, because, of course, it’s not worth it certain number It's not nice to call people. It’s possible individually, I think, looking into the eyes, but really, I was probably wrong in this sense, I apologized, the question is closed for me - well, actually, that’s it. These events overlapped with the process of my leaving, although the difference was quite significant in time and then there were opinions that I was fired, although in fact this was not the case. I left, now I continue to rest, there is very little time left, unfortunately, I will soon start a new job.

– What did you miss about MegaFon? In fact, you say that in 5 years you built the entire structure and already had enough time for your own projects, for hobbies, you had ecology on Facebook and you ran a program on “Russia 24”. Why, what else was missing?

Peter LIDOV-PETROVSKY: What do you mean? Was there not enough in MegaFon?

- Yes. You could realize yourself, you had a big team, great influence, everything was great.

Petr LIDOV-PETROVSKY: In my opinion, it is too comfortable and too calm. I always have a fear in my life about what the future will be like. Because of this, by the way, I once left the Phillip Morris company, although it was a wonderful, magnificent company. Well, actually, I like both of them – MegaFon and Phillip Morris, they are run by great people, that’s the most important thing. I just saw, I was working in Pakistan then, it’s quite difficult to work in Pakistan, but, nevertheless, I saw my career destiny - that I would move from country to country, do approximately the same thing, and I’ll be honest. , frightened. And that’s why I think I felt about the same thing here. And after all, we are all living people - on the one hand, you feel that you need to make some decision and do something else, and, on the other hand, why, when they trust you, and feel comfortable, and have a wonderful team, and, in general, the work is well established, and there are many interesting projects, and MegaFon really has a huge number of projects. I was very lucky - this Olympic Games, and some huge wonderful social projects that we did, and I am very proud of them. In this sense, it’s also a shame, but it’s time to give way to young people, I’m already a boy, I need this somewhere, people are more talented, I think.

“I don’t believe you think that way, honestly.” I understand that given your ambitions and your psychotype, that is, conditionally, that you have become bored and want something else. What else, can you formulate it? Now I want to go scuba diving and dive into the deepest crevice and see the deepest fish there.

Pyotr LIDOV-PETROVSKY: Believe me or not - that’s your right, I can’t say anything about the psychotype, I haven’t studied it myself. But I can say this - that yes, I roughly understand what I want to do, but I cannot say that I have some kind of super goal.

– Is this PR?

Petr LIDOV-PETROVSKY: Yes, of course, this is PR or something related to PR. By and large, I can say this: I now have two plans, one of them will be implemented in the near future - that is, either I go to work for another company for a similar job, but with different tasks, with different functions, and again something... something new, because after all, by profession I am more of a builder and creator, I like to create something. And the other path is the path more towards the blogosphere, media and so on. Let's see what happens now. I can’t say anything more today, I think it’s a matter of a week or two.

– After the Baltic weekend, when Denis Terekhov posted a photo of you communicating with Kirill Alyamzin, the PR director of Tele2, such jokes and gags began to circulate that you simply exchanged positions and discussed how this would go...

Peter LIDOV-PETROVSKY: This is not true. I definitely don’t go to Tele2, but I don’t know about Kirill Alyamzin. I know that MegaFon is considering different candidates for my position.

Petr LIDOV-PETROVSKY: From the inside.

– Now you can formulate perfect place work for yourself or not?

Pyotr LIDOV-PETROVSKY: Now I’m probably going to say something terrible, but I’m on vacation for two months - I went with my family to relax at the seaside, and I’m having a great time in Moscow. But now they are starting to do something - I’m starting to conduct trainings on working with the media, something I love to do. In general, the ideal place to work, it seems to me, is not to work at all, today. Although I can tell you that yes, I am starting to get tired of it all and, if we put jokes aside and it is clear that working is more interesting than not working, then, of course, the ideal place is where you are surrounded by people you respect, and you love even better. This, it seems to me, is the most important thing, but what to do there is not such an important question for me personally. It’s all in the people, my entire life and professional experience is about the fact that the most important thing is people. I probably have a list, I'm lucky, probably 100, maybe 200 people that I could do anything with, I don't care.

– Before the start of the program, you and I agreed that I would ask uncomfortable questions.

Peter LIDOV-PETROVSKY: Come on, of course.

– What was MegaFon’s PR budget?

Petr LIDOV-PETROVSKY: I can’t disclose it, because this is internal commercial information, it is of a competitive nature, that is, if competitors find out, they will draw conclusions and so on. Moreover, I can say that such information cannot be disclosed for other reasons - that there are also analysts, shareholders, those who monitor the company’s activities, so if I say what the budget is for something, they can calculate something else... Someday tomorrow they will release some kind of multi-analytic report, something with some kind of project of what MegaFon spent, for example, on advertising. Therefore, companies usually do not disclose such things, especially since I don’t work at MegaFon now, especially since I can’t say anything about it. Ask MegaFon, they have a press service, they will tell you.

– We conventionally understand that it’s big, right?

Peter LIDOV-PETROVSKY: Conditionally? What does big mean? My favorite quote from Dovlatov: “Do you have a good salary?” - “Good, but small.” Therefore, it doesn’t matter, in fact, it’s not about money, it doesn’t matter. In general, I like the situation of a zero budget in theory. It is clear that this does not happen, you always have to spend money on something, but from a planning point of view, it is ideal to plan at point zero, when you understand what you need to do, the main goal. And one more very important thing. Rather, I am a specialist working in large companies, in big company, such as MegaFon or another company of similar size, in general, there are no problems with money. If you have an idea that solves a good and correct business problem that is important for the company, then there will always be money for it, regardless of what your budget is, but the primary goal, idea and confidence that its implementation will entail represents the correct solution to some important problems. A large company like MegaFon never has problems with money, so the budget depends on you. But again, the budget is not an end in itself; a zero budget is also good.

– I know that you even teach how to answer such awkward questions, give master classes and help speakers prepare for interviews and public speaking.

Petr LIDOV-PETROVSKY: Yes, I do even more training – this is training. It is clear that there is a theoretical part, but it is very important to put a person through this situation several times, ask these questions so that he can form an algorithm for how to answer them. That is, these are not like master classes or, although this is also possible, but involvement is very important, it is very important to spend time, set up a camera, put a person in such conditions and drive him on the topic with which he works. Sorry, interrupted.

– Is it possible to teach a relatively phlegmatic speaker to become so bright, creative, cool and over what period?

Petr LIDOV-PETROVSKY: It’s possible, but it’s difficult. It’s difficult because, unfortunately, I don’t know, unfortunately or fortunately, domestic speakers are very much more individuals than corporate people, and often their corporate spirit comes down to the fact that they begin to be afraid of saying something unnecessary, and this leads to stiffness. Therefore, of course, it is possible to train, it requires regular classes, but, in general, in my opinion, it is necessary to conduct media training with top managers who work with the press and communicate regularly, at least once a year - a full-fledged daytime media -training.

– That is, all day long you sit down and analyze, so to speak, cases about a specific person.?

Peter LIDOV-PETROVSKY: Yes.

– What questions do they ask him about how he should behave on camera or how this happens?

Petr LIDOV-PETROVSKY: It happens something like this, that is, the structure is as follows: first, of course, you need..., they don’t work with the media every day, so first there is a certain theoretical part, if necessary. If this is already a repeat...

– Theory, that is, you are telling.

Petr LIDOV-PETROVSKY: Yes, you tell how, in general, the media are structured, what journalists need, what formats are there, what formats are needed, why you need to communicate with the press - this is also very important, because many do not understand, and maybe , someone doesn’t need it at all, that’s also a question. But if the company decides, this is, as a rule, big company it is necessary, they are forced to simply do it even if they don’t want to, then the first part is somewhat theoretical. Then there are different methods, different techniques - you start simulating an interview. There are a lot of interview formats, it is clear that probably the most difficult genre is a television interview, when you are in front of a camera, when you don’t have time to think much, because everything you say...

– Are you filming the speaker at this time so that later..?

Peter LIDOV-PETROVSKY: Yes, of course. Firstly, you are filming, and secondly, there are different formats on television - it could be a long, extensive interview sitting down, it could be a short commentary for 30 seconds in the form of something like this, in professional language it’s called stand up, that is, standing, that is These are completely different questions. There may be a spontaneous interview - this can also be simulated. For example, we once did an interview when we simply caught people coming to a training with a camera in the hotel lobby, where all this was taking place, pretending that we were someone from the outside, just excuse me, who are you, what are you doing here, I can ask you a question and so on, that is, this is the effect of spontaneity. Then it's all recorded on camera. The very important part is when you break down everything that is happening - in this process you make people aware of what the pitfalls are. Common standard pitfalls are “either/or” questions, which is more important: price or quality, and it is clear that the correct answer is “both are important.” Well, who are you for – the Bolsheviks or the communists”? This typical story. Or when the question contains some kind of statement - conditionally, “everyone knows that you are a complete idiot, but how do you manage to achieve such financial results”? And, of course, in this regard, the statement that “you are an idiot” cannot be ignored. For example, when you asked me a question, you said something about my psychotype or “I don’t believe you and, in accordance with your psychotype, you can’t do something, but...” - and then the question. But, as you noted, I paid attention to the fact that whether you believe me or not is up to you, the psychotype is also a complex question, but now I will answer your question, that is, it is partly impossible to ignore such things. There are many such examples, dozens, and each of them, of course, requires that it be worked out so that at the level of an automaton a person has an understanding of what to say. Next is a separate topic - for example, this comment is not for publication, this is a separate topic.

– Off the records.

Petr LIDOV-PETROVSKY: Off the record, yes. That is, you can do this, you can’t do this, and why this always happens, what journalists want to know, whether this is really off the record, and so on. Then there is the part about how to sit in front of the camera, how to look, how to dress, where to look, what to do. The simplest and funniest example is that men definitely need to think about how the length of their socks and the height of their trousers correlate, because when they cross their legs and they have this small piece of white skin between their socks and pants and that’s it the audience is looking at it, then you can be sure that everything you say no longer worries anyone, because everyone is looking there. Why this happens is unclear, but we need to think about it, but these are minor things. Therefore, this is a really voluminous story, it is better to do it in a group of at least three people, or rather, ideally of three people in order to have the possibility of this group dynamics. This is a wonderful experience, you see how people transform from the first interview to the third, fourth, a person completely changes and it is at this time that you can work with technique, dynamics, and enthusiasm, because people are different, we are all individuals. And one more important aspect, the last one, I’ll finish, because we can talk about this for a long time: it is very important to make sure that people remain human, remain themselves, because there is no task of making themselves identical corporate robots. Because as soon as we become like this, interest in us is lost, only as long as we remain, as long as we are, each of us, ourselves, it is interesting.

– You said this, in fact, about novice speakers – those who are just starting their public career. But we, active PR specialists, very often conduct such trainings within our company. Everyone knows this trick: if a person is waving his arms, give him something in his hand, let him roll a ball there, hold a pen in his hands. But very often it turns out that a ready-made speaker, for example, on a large scale, wants to reach new level, that is, he needs it to continue his career, for some other purposes, and he says: but now I want to be like Gref, for example, that is, before I was such a speaker, but now I want to speak in such a way that every word I say caught. What advice do you have on how to deal with them?

Petr LIDOV-PETROVSKY: Here, of course, you need to study individually, and you are absolutely right - this is exactly the approach that works. It is clear that there is an introductory part, then the advanced part begins, you begin to pay attention to some narrower things, work on the tasks that he sets for himself. And you already understand that the basics are clear to him, the basics are clear to him, you can look more at the form, maybe less at some principles. But it is consistent work with this person that is important, but everything here is super individual and, of course, in any case it is a matter of training, preparation and then practice, this is very important. We often prepared people for specific performances - for example, if there was a big deal or something important was happening, even a meeting with employees in a crisis situation. You need to prepare for this and for such preparation, just for one meeting or one interview, you can spend quite a lot of time from the point of view of presentation, because the stakes are often very high in such situations.

- Well, what is this - writing a text, placing emphasis, that is, where you need to go through and pause according to Stanislavsky - what is this?

Pyotr LIDOV-PETROVSKY: I don’t think there will be a pause. I think there are different approaches. It seems to me that the Stanislavsky pause and some technical things - walk in a triangle or something else - are not so important, individuality is still important. In my opinion, when a person remains himself, and let him wave his arms and speak without pauses, but pay attention to some things that will help him clearly convey the idea that he wants to convey, and this is the task of any speech, any meetings - make sure that your interlocutor or interlocutors leave with what you want them to leave with. And there are many solutions to this problem, it’s all very individual, so to say that there are three things that everyone should do: don’t wear black, don’t make eye contact and speak loudly, that would be wrong.

– As for human relations, I wanted to ask you to comment on this conflict with Pavel Durov and his former employees. If such a situation happened in a company where you are the PR director, what would your actions be?

Peter LIDOV-PETROVSKY: Well, good question and, in general, I hope that in the company where I am the PR director, such situations will not happen, although...

– Novels at work are not uncommon, that is, far from uncommon.

Pyotr LIDOV-PETROVSKY: But it’s not really an affair, it’s not about an affair at work.

- And people leave.

Pyotr LIDOV-PETROVSKY: Yes, as far as I understand the situation, one of the high-ranking employees is a former deputy technical director, and later technical director of the VKontakte and Telegraph companies, he, citing the fact that he had a conflict with Pavel’s brother Durov, due to the fact that he pestered his wife, he was somehow fired incorrectly. Mutual claims - he wrote there, they also wrote, some wild numbers - he demands 30 million from them, they demand 100 million from him. The point is that the essence of this conflict is not in the PR plane, it is that, Unfortunately, in this company people did not learn one key thing - how to part with people, especially high-ranking ones. After all, one clever man He told me that in business, no matter who you break up with, for whatever reason, make sure that your separation is absolutely happy for both parties, find a compromise so that there are no hard feelings, so that there are no such dismissals. It is clear that we need to deeply understand this story, understanding who is right and who is wrong, but if these people had agreed, as they say, on the shore and the person would have left happy and calm, with compensation, maybe without compensation, because a kind word is sometimes just nice, then everything would be fine. Therefore, it seems to me that I was lucky - my HR directors were good, they did not allow such situations. Yes, there have been cases of people being fired for some scandalous topics - corruption, something else, that is, when there was a direct violation of some company rules, law, and so on, but even in this situation there is always an opportunity to talk, explain why, so that a person does not stand...

– It has already happened – a former employee left offended, made a huge fuss, told some internal secrets of two companies, which may now lead to financial audits. Your advice, recommendations, as a PR consultant at this moment, what would you advise?

Petr LIDOV-PETROVSKY: There are many such situations - it is not uncommon when an employee is offended by the company, goes to court, and begins to sort things out. There are always such situations, no matter how good you are. human factor and there are such problems, this is a fairly standard story. Here big question– my personal position. Again, you always need to look at the specific situation, but my personal position is that the company should always remain at the level that it understands that, firstly, this is a large group of people and the fate of this person with whom depends on its behavior and words she swears, and the relationship is inside.

But Durov came out and said...

Petr LIDOV-PETROVSKY: I’m not Durov and you’re probably right - this is his company and this is his business, but it’s clear that the company shouldn’t talk. If they have any legal problems, then they need to go to court to solve them. Statements, in my opinion, here should be very restrained and they should basically say that we acted absolutely within the law, we are ready for dialogue, and so on - this is my position. It is clear that if there is a leader like this, this probably needs to be dealt with differently, but, in principle, the company should have a position, a company, a large group of people, which should understand responsibility for their words and not call anyone a schizophrenic, and so on , there is always a court to sort things out. In the end, you can always meet with this person, come to an agreement and pay him compensation or something else. Sometimes this is unacceptable. I say, from a PR point of view, in my opinion, the task is not very difficult - it is rather the task of HR and sometimes lawyers, if the case goes to court.

What about the case with Tinkov, that is, the story about how bloggers were offended by him?

Peter LIDOV-PETROVSKY: This story seems more complicated to me. In general, I can say this about both stories, probably making a lyrical digression. In general, we live in very strange times. For the last two months I haven’t even done my morning PVS, because I just wanted to take a break from information, in principle - I don’t listen to the radio, I practically don’t watch TV, So, just a little bit, I understand what’s going on in the world, about North Korea and so on, but I don’t live in the information flow - what I did before. Because before, I really, perhaps I will return to this, most likely I will return - the profession obliges me, but I constantly read the news and analyzed it 24 hours a day, and so on, you get very tired of it. We really live in a world that is filled with news, we can talk about it, philosophize, but the point is that, on the one hand, we cannot live without this abundance of news, but with such an abundance of news and stories, several things are missing. Firstly, the value of the event itself becomes much shorter, this whole story lives in your imagination for an hour or two no more, then you discussed it with someone and forgot. In addition, the meaning disappears, that is, this is not knowledge, it’s just information, it’s largely entertainment, a certain task disappears, it’s been missing for a long time, searching for some kind of truth, you’re just curious. About the bag of popcorn that everyone is stocking up on in my story, in the story with Pavel Durov, and so on, this does not affect anything and this is entertainment. Therefore, the abundance of bloggers, information, Tinkovs, Durovs, all this, on the one hand, greatly captivates everyone, and, on the other hand, the significance of all this is slightly devalued. Of course, the fate of the world does not depend on all this. By the way, yesterday the UN Secretary General spoke, in my opinion, about seven challenges that humanity faces, well, it is clear that Pavel Durov and Tinkov are not included in them. Well, God and him, let's get to this story. I just want to say that both of these stories are, of course, more entertaining for the public than anything serious. You can, of course, try to draw conclusions from them that this is how it is here. So, with Tinkov and “Nemagia”. I really like “Nemagia” and I really like Tinkov, and I also like each of them at the same time for their shockingness and feeling (indeed), but, on the other hand, I don’t like it, because “Nemagia” is still very much below the belt , and Tinkov is also somewhat unpleasant in places. And I think that's the joke, when they met, everyone gets what they deserve. I listened to them specifically yesterday in their entirety, I didn’t see anything that “Non-Magic” wouldn’t have done. On the other hand, putting yourself in Tinkov’s place, of course, many things there are offensive and simply offensive. At the same time, from the point of view of his claim, he approached them, in general, normally - he asked for 500 thousand rubles and specifically refuted three or four postulates and that’s all. There are some pretty postulates... that he doesn’t deceive people and so on, in general, there’s nothing like that.

– Do you agree with his anti-crisis PR position?

Pyotr LIDOV-PETROVSKY: Why, what is his position? He goes to court and defends himself, they don’t say anything else - this is their position. That the police came with a search and accused him of doing it. I don’t know if I could have done this and if I did. The problem is that there is indeed quite serious negativity towards his bank on social networks, bloggers are trying to somehow defend it, it seems to me that this is similar to the defense of director Kirill Serebrennikov by cultural figures - shop solidarity. Will this be a blow to Tinkov and his business? I think no, he's too big for that. Although, on the other hand, 6 million views of this video and some kind of reaction... It seems to me that she will remain in the entertainment field, live for a week, everyone will forget and will continue to live in peace. They will either apologize or come to an agreement. My main idea is that none of this really matters, because by and large it does not lead to any catastrophic consequences. This is not some kind of tragedy, this is not an event that affects someone's life. It seems to me that this is such an entertaining process, but very interesting. This is truly evidence that our work has changed and from a PR point of view we are forced to work with such things and it is clear that there must be new methods here, we must somehow be more fun, more sincerely responsive. And here the big question arises, which of them is right and who is wrong. I don’t know that from the point of view of reaction, everyone behaves as he is prompted by his inner world, does it spontaneously, which is a reflection of today’s reality, in any case, both act honestly and in their own way, for now, we’ll see.

– The work of a PR specialist, as Sergei Zverev says, is divided into three parts: the first part is external PR, the second part is PR within the company and yourself, and the third part is PR for yourself personally. And in such a crisis situation, how should a PR specialist behave within the company? Conventionally, that he must explain to the CEO, that he must explain to the shareholders that, guys, now this noise will settle down and our sales will remain at the same level, how should he behave?

Pyotr LIDOV-PETROVSKY: It seems to me that here, if we talk about Tinkov, as I understand it, what their PR man owes. Firstly, Tinkov is to a large extent his own PR man, but what usually happens is that this is usually decided by more than one PR man, because he is more than just a PR man, any crisis situation requires the intervention of the entire management. Because we need to look, as you quite rightly noted, at several parameters - the impact on sales, the impact on the internal staff, what if all Tinkov’s employees are some kind of wild Nemagiya fans and get up and quit tomorrow. It is clear that this is not the case, but nevertheless, suddenly, in any case, it is necessary to calculate this option. Therefore, you need to look at all the possible consequences, determine some points at which you make a decision.

– How to watch – talk to people..?

Peter LIDOV-PETROVSKY: Well, how? You have management, each management in its own part. You describe the situation, that this is what happened, these are the possible consequences, these are the possible risks we have. And then people will watch, express their hypotheses and monitor what is happening. For example, something happened - a failure in the network of a large operator, naturally, immediately begins monitoring how many people come that day to switch to another operator. You see that on a national scale this number is 1.5 thousand people, which, in principle, is zero, so you draw conclusions from this. If their number is 1.5 million people, you draw different conclusions, which means you begin to retain them. These are business mechanisms, and the task of PR is not to somehow answer them beautifully, go “Non-magic”(?) (Incomprehensible phrase.) and record a creative clip performed by the main shareholder, for example, but rather to properly support all areas of work. because business is business, the task of shareholders is to keep them confident in tomorrow people and show that you can cope with any situation and solve business problems, minimizing the impact of crisis situations on your main activity, and that’s all. And then what tools you use for this is your personal business. I don’t like it when the owners of a company, the top officials, stoop to the level of bloggers, they don’t stoop in a bad way, let’s say, they just have more responsibility. Bloggers are bloggers and the task of good bloggers, like Nemagiya, is to be rude, shock and amuse people. Tinkov’s task, obviously, if I were a shareholder of Tinkoff Bank, I would be interested in getting a clear answer from him, what impact this whole situation will have on the business, can I be calm, and so on. And how he wants to respond - personally, whether he wants to record a video message or something else, is his own business. So far, it seems to me that the reaction is quite clear. They filed a lawsuit for 500 thousand, quite reasonable, asked to apologize, everything was polite.

– And Usmanov, I don’t know whether you remember the situation with Navalny or not, when Navalny made a post and Usmanov recorded these appeals for him, there were, in my opinion, three of them, here you would dissuade him from doing this?

Pyotr LIDOV-PETROVSKY: Of course, I did not participate in this, although MegaFon belongs to Usmanov, it seems to me that this was wrong from his point of view. Yes, I would probably dissuade him as much as possible, but Alisher Burkhanovich most likely makes such decisions himself, dissuading him for certain reasons is quite difficult and such people, obviously, should be worked with by a person whom they certainly trust . Because yes, indeed, in some situations it makes sense not to speak, but it makes sense to remain silent.

Petr LIDOV-PETROVSKY: Yes, I would recommend not to do this - my point of view is this. On the other hand, what he did turned out to be funny, amusing, fresh, ambiguous. I don’t think he convinced any of Navalny’s supporters, but, on the other hand, he probably convinced someone who is his supporter in that dispute. What exactly he achieved is not very clear, because the court decided anyway. my opinion lies on a more conservative plane, and here, probably, I still associate it as with a large corporation, but still, it is not the business of a large corporation to enter into a discussion, especially in a field that is not yours. Always, if you want to fight, it is better to fight where you know how. Well, let’s say now that Tinkov’s chief lawyer will try to write down some post in the language of Nemagia. Well, they won’t be able to, they have already recorded 10 thousand of these video blocks and live by it. And in court it will be easier for them.

– Unfortunately, the program is running out. I wanted to ask you to name three qualities of a PR person, without which he will not be able to work in today’s environment of new sincerity and technology?

Peter LIDOV-PETROVSKY: New sincerity. Look, I don’t know, there are many qualities. In my opinion, the main quality for a PR specialist, or rather, main feature Today's world is a constantly changing environment and you need to be in the flow. As soon as you stop being in the flow of news, it is, of course, pleasant, that is, not stopping, constantly learning - it seems to me that this is the only quality. In general, the profession of a PR specialist is such that it seems to me that PR specialists can be completely different people- they can be public, and non-public, and quiet consultants, very smart - such people exist, they are wonderful, or they can be bright, shocking, at the center of scandals - all this is accessible and this is wonderful. I can say that in my opinion, in terms of the importance that information plays in today's world, the PR profession is doomed to the future if you don’t stop and sit on what you already know and have memorized, but constantly learn and don’t throw away the format. Therefore, from the point of view of what Alisher Burkhanovich did, in this sense he is an excellent PR man, because at his fairly mature age and position, he was not afraid to do this, although I would not recommend it.

Today I want to talk about an amazing person, whose talent and caring introduced his contemporaries to the feat of a young partisan - a feat that could have remained unknown had the author shown indifference to the story of a casual acquaintance or had he succumbed to ordinary human fatigue...

We will talk about Pyotr Lidov - one of the many war correspondents of Pravda, about the correspondent who introduced the world to the feat of Zoya Kosmodemyanskaya. It was his essay, published in Pravda on January 27, 1942, that became the first publication about the now widely known page of the heroic military epic - a page telling about the courage and perseverance of a brave partisan.

It often happens that in the memory of descendants a work remains that has eclipsed in its scale the personality of the Author who created it. A similar situation arose in the case of Pyotr Lidov - while everyone has heard about Zoya Kosmodemyanskaya, much less is known about the personality of the person who first spoke about her. It also happens that the Author shares the fate of the hero of his story - and this is also largely true in relation to Peter Lidov.

So I invite you, dear reader, meet this wonderful man, a brave soldier of his country and a talented journalist - Pyotr Aleksandrovich Lidov.

Childhood

Pyotr Alexandrovich spent his childhood and youth in Ukraine, in the city of Kharkov. You can immediately say that Lidov is a person difficult fate. He did not know his real parents, and spent the first years of his life (Petr Aleksandrovich was born in 1906) in an orphanage... The boy was lucky - he was adopted by A.P. Lidov, a professor of chemistry at the Kharkov Institute of Technology. In his foster family, he found everything that life had so cruelly taken from him - love, understanding, support and support.

Unfortunately, the family idyll did not last long - in 1919, the boy’s adoptive father died, and the family, in the midst of hard times, Civil War Left without a breadwinner, she is forced to fight for existence.

Already at the age of 13, Petr Lidov began his career by entering a local match factory. Subsequently, he had to change several more jobs, until in 1920 he accepted the position of courier in the Kharkov GubCom of the Party. Here the teenager joined the Komsomol, and here his formation as a journalist took place - already at the age of 14, Peter published his first note.

Then there was a lot - studying and working in the local newspaper “Kharkov Proletary”, joining the Party, first love and starting a family...

Becoming a Journalist

In the early 30s, Pyotr Aleksandrovich, by that time already married to Galina Yakovlevna Oleynik (Lidova), moved to Moscow, where he first worked in a factory circulation office and only in 1937, on assignment from the Moscow Party Committee, became a correspondent for Pravda. .

The repressions of the late thirties also affected Lidov - having stood up for a man who, due to an evil slander, was expelled from the ranks of the Party, Pyotr Aleksandrovich was on the verge of death for about six months... Fortunately, that situation was resolved successfully both for the fearless journalist and for the man whose defense he came to , but this example perfectly characterizes Lidov, a brave journalist and an honest person.

The war found the Lidov family in Minsk, where Pyotr Aleksandrovich was sent as a correspondent for Pravda. By that time, Lidov already had two children - daughters Svetlana and Natasha.

"Tanya"

From the very beginning of the war, Lidov, as a true journalist-reporter, was in the thick of the fighting. Regardless of personal danger, he rushed to Brest, to the front line.

Already on the evening of June 22, I prepared my first war material and was very worried that the article was published only in the issue of Pravda on June 24...

Front-line correspondent Pyotr Lidov accomplished a lot - his track record includes a flight with the crew of a long-range bomber deep into the German rear, and a daring foray into enemy-occupied Minsk, a foray that resulted in the heartfelt article “In Occupied Minsk,” which became a real shock for Hitler’s clicks.

However, the true pinnacle of the journalist’s career was the essay “Tanya”, dedicated to the feat of Zoya Kosmodemyanskaya. But this publication might not have existed if Pyotr Aleksandrovich had not listened to the story of a random neighbor with whom he happened to share an overnight stay at the front.

An elderly partisan told the journalist about the girl’s feat, and he, shocked by what he heard, on his own initiative went to the village of Petrishchevo, to the site of the bloody drama that had unfolded. Stories local residents, artless and therefore even more terrible, eyewitness accounts of Hitler’s atrocities formed the basis of the famous article.

Lidov did not forget the heroine of his essay, having conducted a difficult journalistic investigation, the result of which was the following article, which revealed to readers the real name of the partisan Tanya - the name by which we know her today - Zoya Kosmodemyanskaya.

Death

The paths of war are unpredictable, the service of a war correspondent is difficult and dangerous...

I would like, I would really like to talk about the post-war work of Pyotr Alexandrovich, to give examples of his vivid and memorable essays from the first to the last line.

I would like to - but I won't have to. June 22, 1944, exactly three years after the start of the war and exactly three years from the moment Pyotr Lidov wrote his first military article, the brave journalist died a heroic death.

He died on combat post, during a business trip near Poltava, to the airfield where the American “flying fortresses” were based. According to eyewitnesses, during an enemy air raid, Lidov refused to go down to the shelter and rushed to anti-aircraft machine gun and together with his comrades repelled the attack of Hitler’s kites. The downed German plane fell too close to the location of the anti-aircraft gun crew, and Peter died in the fire of the explosion...

The monument on his grave was the bent blade of the “Flying Fortress” propeller, and this sign, which usually marks the graves of combat pilots, became a silent recognition of the courage and heroism of a simple military correspondent - a Communist and a fearless person, a talented journalist and loving father Petra Lidova.

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