Peter Lidov biography personal life. Peter Lidov: biography, features of activity and interesting facts. Professional competencies and topics of speeches
– Today our guest is Petr Lidov-Petrovsky, a PR specialist, as he calls himself.
- Here you don’t need to introduce Peter especially - this is the ex-PR director of MegaFon. Probably the first thing I wanted to ask you, why did you leave MegaFon after all, or were you fired at all, how was it? Because there are a lot of different versions, all this, of course, was discussed all summer long, 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 have become an all-Russian well-known PR director.
Petr LIDOV-PETROVSKY: Yes, but it's probably better to become a well-known PR director in something else, but never mind. Look, the situation is the following. I worked at MegaFon for 8 years, which is quite a long time for me. Before that, I worked for quite a long time - 13 years - at Phillip Morris, but there the story was different - there I moved every three years almost from one country to another and in fact it was a new place, so I consider it as a few, 5 more than one job. In MegaFon, 8 years is a really long time, the difference was that in a Western company I dealt with other issues, in MegaFon I headed all PR and, it’s a little immodest to say, I was engaged in the construction of what is now there from the point of view of structure, organization of work, it is really a huge and wonderful Russian company.
- You had 150 subordinates.
Petr LIDOV-PETROVSKY: Well, not 150 - that's probably a lot, but we had direct reports at the head office in different time from 20 to 15 people and in the regions we have a really very strong PR team, in best years before optimization, there were about 80-90 people there, so sometimes the number of subordinates reached a hundred. But I must say that in the regions the people who report to me still cannot say that they were 100 percent subordinate to me, because they were also subordinate 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 that is of interest to everyone, maybe not to everyone, but to someone, 8 years is a long time and indeed the tasks that I set for myself, probably, in the first 5 years, one way or another fulfilled, I appeared even free time. I spent it just to conduct some programs on television, to experiment in this regard, but for a year now I have been thinking about leaving, for various reasons I finally made this decision for myself in May, I have long wanted to do something else. And in May, we agreed with my immediate supervisor, Sergei Vladimirovich Soldatenkov, that I would leave the company in the middle of summer. For myself, I decided to take another rest, which I am doing now, because I have never rested for more than two weeks in my life - that was when I came from the army, then two weeks later I went to work and since then I have even had holidays for more than two weeks was not, that is, I always worked somewhere. And at this moment of leaving, two such serious events just overlapped: the first is a big accident 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 - for several hours people were without telephone communication, this is very serious, and after that this tweet. For those who don’t know, I spoke out by re-tweeting some video there about the action of Navalny’s supporters on Tverskaya Street. It was dictated by my sincere indignation at the fact that instead of a city holiday, some people come and start organizing political actions there, I didn’t like it. Moreover, I can’t say that I am a supporter or opponent of Navalny, I’m not for, I’m not against, but it doesn’t matter if they were football fans, Orthodox banner-bearers or supporters of President Putin, I don’t like it equally. I just live there, I walk there with my daughter, and on the playground, these excited people discuss how they ran away from the riot police. I don't really like it as a resident of Moscow. I tweeted not very correctly, after that I quickly apologized, because, of course, you should not call a certain number of people badly. Individually, I think, looking into the eyes, but really, probably, I was wrong in this sense, I apologized, the question is closed for me - well, actually, here it is. These events were superimposed on the process of my departure, although the difference was quite significant in time and then there were opinions that I was fired, although in reality this was not the case. He left, then I continue to rest now, there is not much time left, unfortunately, I will soon start a new job.
- What did you miss in MegaFon? In fact, you say that you built the entire structure in 5 years and already had enough time for some projects of your own, for hobbies, you had ecology there on Facebook and you hosted a program on Russia 24. Why, what else was missing?
Pyotr LIDOV-PETROVSKY: What do you mean? Did you miss MegaFon?
- Yes. You could realize yourself, you had a big team, a great influence, everything was great.
Petr LIDOV-PETROVSKY: I feel it is too comfortable and too calm. I always have a fear in my life that I understand what the future will be like. Because of this, by the way, I once left the Phillip Morris company, although a wonderful, magnificent company. Well, actually, I like both - both MegaFon and Phillip Morris, smart people lead, this is the most important thing. I just saw that I worked then in Pakistan, it is quite difficult to work in Pakistan, but, nevertheless, I saw my career destiny - that I will move from country to country, do about the same thing, and I will honestly say this , frightened. And that's why, I think that I felt about the same here. And after all, we are all living people - on the one hand, you feel that you need to make some kind of decision and do something else, but, on the other hand, why, when you are trusted, and comfortable, and a great 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've been very lucky - Olympic Games, and some huge wonderful social projects that we did, and I'm very proud of them. In this sense, it’s also a shame, but it’s time to give way to the young, I’m already a boy, I need this somewhere, more talented people, I think.
“I don't believe you think that, honestly. I understand that, given your ambitions and your psychotype, that is, conditionally, that you got bored and want something else. What else, can you formulate it? Now I want to go scuba diving and dive into the deepest gap and see the deepest fish there.
Petr LIDOV-PETROVSKY: To believe me or not to believe is your right, I can’t say anything about the psychotype, I haven’t studied it myself. But I can say this - yes, I roughly understand what I want to do, but I cannot say that I have some kind of super goal.
Is this a publicity stunt?
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 in another company for a similar job, but with other tasks, with other functions, and again something something new, because after all, by profession I am rather a builder and creator, I like to create something. And the other way is the way 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 how you communicate with Kirill Alyamzin, the PR director of Tele2, such jokes and jokes began to circulate that you just change positions and discussed how it would go ...
Petr LIDOV-PETROVSKY: That's 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 the ideal place of work for yourself or not?
Pyotr LIDOV-PETROVSKY: I'm probably going to say a terrible thing now, but I'm resting for two months - I went with my family and had a rest at the seaside, I'm having a great time in Moscow. But now they are already starting to do something - I am starting to conduct trainings on working with the media, what I love to do. In general, the ideal place to work, it seems to me, is, in general, not to work, today. Although I can tell you that yes, I’m starting to get tired of everything and, if you put aside the jokes and it’s clear that working is more interesting than not working, then, of course, an ideal place where you are surrounded by people you respect, and love even better. This, it seems to me, is the most important thing, and what to do there is already a question for me personally not so important. Everything is in people, my whole life and professional experience is about the fact that the most important thing is people. I have probably a list, I'm lucky, probably 100, maybe 200 people with whom I could do anything, I don't care.
- We agreed before the start of the program that I would ask uncomfortable questions.
Petr LIDOV-PETROVSKY: Come on, of course.
- What was the budget for MegaFon for PR?
Petr LIDOV-PETROVSKY: I can’t reveal it, because it’s an internal commercial information, it is competitive in 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 still 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 and tomorrow some multi-analytical report, something will be released with some project of what MegaFon spent, for example, on advertising. Therefore, companies usually do not disclose such things, moreover, I do not work at MegaFon now, moreover, I can’t say anything about it. Ask at MegaFon, they have a press service, they will tell you there.
- We conditionally understand that big, right?
Pyotr 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’s not important. In general, I like the zero budget situation in theory. It is clear that this does not happen, you always have to spend money on something, but from the point of view of planning, it is ideal to plan to the point of zero, when you understand what you need to do, is the main goal. And another very important thing. Rather, I am a specialist working in large companies, in a large company such as MegaFon or another company of a 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 this, regardless of what your budget is, but the primary goal, idea and confidence that its implementation will entail is the correct solution to some important problems. A big 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 uncomfortable questions, give master classes and help speakers prepare for interviews and public speaking.
Petr LIDOV-PETROVSKY: Yes, I even do more training - this is training. It is clear that there is a theoretical part, but it is very important to drive a person through this situation several times, ask these questions so that he has already formed an algorithm of how to answer them. That is, it’s not like master classes or, although this is also possible, involvement is very important, it’s very important to spend time, set up a camera, put a person in such conditions and drive him around the topic with which he works. Sorry, interrupted.
– Is it possible to teach, conditionally, a phlegmatic speaker to become so bright, creative, cool, and for what period?
Petr LIDOV-PETROVSKY: It is possible, but difficult. It’s difficult because, unfortunately, I don’t know, unfortunately or fortunately, domestic speakers are much more personal than corporate persons, and often their corporatism comes down to the fact that they begin to be afraid, as if not to say something superfluous, 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, communicate regularly, at least once a year - a full-fledged daily media -training.
- That is, all day long you sit down and sort out, conditionally, cases for a specific person.?
Petr LIDOV-PETROVSKY: Yes.
- What questions do they ask him, how should he behave in the frame or how does it happen?
Petr LIDOV-PETROVSKY: It happens something like this, that is, the structure is as follows: first, of course, it is necessary ... they do not work with the media every day, so first there is some theoretical part, if necessary. If it's a repeat...
- Theory, that is, you tell.
Petr LIDOV-PETROVSKY: Yes, you tell how the media is organized in general, what journalists need, what formats exist, what formats are needed, why you need to communicate with the press - this is also very important, because many do not understand, but maybe , someone, in general, is not necessary, this is also a question. But if the company decides - this is usually big company it is necessary, they are forced to just do it, even if they don’t want to, then the first part is somewhat theoretical. Then there are different methods, different techniques - you begin to simulate 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 the camera, when you do not have time for special thoughts, because everything you say ...
- Are you filming the speaker at this time, so that later ..?
Petr LIDOV-PETROVSKY: Yes, of course. Firstly, you shoot, and secondly, there are different formats on television - it can be such a long lengthy interview while sitting, there can be a short commentary for 30 seconds in the form of this, in professional language it is 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 the training with a camera in the hotel lobby, where it all took place, pretending that we were someone from the outside, just forgive me, who are you, what are you doing here, you can ask you a question and so on, that is, this is the effect of spontaneity. Then it's all recorded on camera. The part that's really important is when you break down everything that's going on - in that process you make people aware of what the traps are. The usual standard traps are questions like “either-or”, which the price is more important or quality, and it is clear that the correct answer is “both important”. Well, who are you for - for the Bolsheviks or for the Communists? This is a 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 a complete 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 noticed, I paid attention to the fact that you believe me, you don’t believe me - it’s your business, the psychotype is also a difficult question, but now I’ll answer your question, that is, this part cannot be ignored 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. Then 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 it always happens, what journalists want to know, is it really off the record, and so on. Then there is a part of how to sit in front of the camera, how to look, how to dress, where to look, what to do. The simplest and most amusing example is that men definitely need to think about how they have the length of their socks and the height of their trousers, because when they cross their legs and they have this small piece of white skin between the sock and the pants, and that’s all the audience is looking at it, then you can be sure that everything you say does not bother anyone anymore, because everyone is looking there. Why this happens is not clear, but it is necessary to think about it, but these are trifles. 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 change from the first interview to the third, fourth, the person changes completely and just at this time you can work with technique, and dynamics, and enthusiasm, because people are different, we are all individuals. And one more important aspect, the last one, I will finish, because we can talk about it for a long time: it is very important to make sure that people remain people, remain themselves, because there is no task to make corporate robots the same out of themselves. Because as soon as we become like that, interest in us is lost, only as long as we remain, as long as we are, each of us, ourselves, this is interesting.
- You said this, in fact, about novice speakers - those who are just starting their public career. But we, acting PR specialists, very often conduct such trainings within our company. Everyone knows this trick, that if a person is waving his arms, give him something in his hand, let him roll the ball there, hold the pen in his hands. But very often it turns out that a ready-made speaker, for example, of a large scale, he wants to go to new level, that is, he needs it to continue his career, for some other purpose, and he says: but now I want to be like Gref, for example, that is, I used to be such a speaker, and now I want to speak so that my every word caught. What do you recommend here, how to deal with them?
Petr LIDOV-PETROVSKY: Here, of course, you need to work individually, and you are absolutely right - this is exactly the approach that it 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 base is 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 here everything 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 some specific speeches - for example, if there is a big deal or something important happens, even a meeting with employees in a crisis situation. It is necessary to prepare for this and for such preparation, even for one meeting or for one interview, you can spend quite a lot of time precisely in terms of submission, because the stakes are often very high in such situations.
- Well, what is it - writing a text, placing accents, that is, where you need to walk and pause according to Stanislavsky - what is it?
Pyotr LIDOV-PETROVSKY: I don't think there's a pause. I think there are different approaches. It seems to me that a pause according to Stanislavsky and some things of a technical nature - walk in a triangle or something else - they are not so important, after all, individuality is 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 - to make sure that your interlocutor or interlocutors leave with what you want them to leave. 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 - do not wear black, do not look into your eyes and speak loudly, it 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 a PR director, what would be your actions?
Petr LIDOV-PETROVSKY: Well, that’s a good question and, in general, I hope that such situations won’t happen in the company where I’m a PR director, although…
- Novels at work are not uncommon, that is, far from uncommon.
Pyotr LIDOV-PETROVSKY: But it's not really a romance, it's not about a romance at work.
And people are leaving.
Petr LIDOV-PETROVSKY: Yes, as far as I understand the situation, one of the high-ranking employees, the former deputy technical director, and later the 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 was molesting his wife, he was somehow incorrectly fired. Mutual lawsuits - he wrote there, they also wrote some wild numbers - he demands 30 million from them, they have 100 from him. The bottom line is that the essence of this conflict is not in the PR plane, it is that, to Unfortunately, in this company, people have not learned one key thing - it is right to part with people, especially high-ranking ones. After all, one smart person told me that always in business, no matter who you part with, for whatever reason, make sure that your parting is absolutely happy for both parties, find a compromise so that there are no offenses, so that there are no these some layoffs. It is clear that we need to deeply understand this story, understanding who is right and who is wrong, but if these people agreed, as they say, on the shore, and the person would leave satisfied and calm, with compensation, maybe without compensation, because good word sometimes just nice, then everything would be fine. Therefore, it seems to me that I was lucky - I had good HR directors, they did not allow such situations. Yes, there have been cases of dismissal of people on some scandalous topics - corruption, something else, that is, when there is a direct violation of some company rules, the law, and so on, but even in this situation there is always an opportunity to talk, explain why, so that the person does not stand ...
- It has already happened - the former employee left offended, dashed off a huge cart, told some internal secrets of the two companies, which may now lead to audits of financial activities. 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 takes offense at the company, goes to court, starts to sort things out. Such situations, no matter how good you are, there is always a human factor and there are such problems, this is a pretty standard story. The big question here is 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 team of people and the fate of this person, with whom she swears, and the relationship is inside.
But Durov came out and said...
Petr LIDOV-PETROVSKY: I am not Durov, and you are probably right - this is his company and this is his business, but it is clear that the company should not speak. If they have any legal problems, then they should go to court to solve them. Statements, in my opinion, should be very restrained here 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, it probably needs to be dealt with differently, but, in principle, a company should have a position, a company, a large team of people, which should understand responsibility for their words and not call anyone a schizophrenic, and so on. , there is always a court in which you can sort it out. In the end, you can always meet with this person, agree and pay him compensation or somehow else. Sometimes this is not acceptable. I say, here from the point of view of PR, in my opinion, the task is not very difficult - it is rather the task of HR and sometimes lawyers, if the case has gone to court.
And the case with Tinkov, that is, the story about how bloggers were offended by him?
Petr LIDOV-PETROVSKY: This story seems to me more complicated. In general, about both stories, I can say this, probably, I will make a lyrical digression. In general, we live in a very strange time. For the past 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, a little bit, I understand what is happening in the world, about North Korea and so on, but I do not live in the information flow - what I did before. Because earlier I really, perhaps, I will return to this, most likely I will return - the profession obliges, but I constantly read the news and analyzed 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, stories, several things disappear. Firstly, the value of the event itself becomes much shorter, the 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, it is not knowledge, it is just information, it is largely entertainment, a certain task disappears, it has disappeared for a long time, the search for some kind of truth, you are just curious. About a bag of popcorn that everyone stocks up 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 of all this, on the one hand, greatly fascinates everyone, and, on the other hand, the significance of all this is slightly devalued. Of course, they do not depend on the fate of the world from this. By the way, yesterday the UN Secretary General spoke, in my opinion, about the seven challenges facing humanity, well, it is clear that Pavel Durov and Tinkov are not included there. 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 any serious. You can, of course, try to draw conclusions from them that this is how it is. So, with Tinkov and Non-Magic. I really like Non-Magic and I really like Tinkov, and moreover, I like each of them at the same time for their outrageousness and feeling (unlike it), but, on the other hand, I don’t like it, because Non-Magic is still strongly below the belt there , and Tinkov is also somehow 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 full this story, I did not see anything that “Nemagiya” would not have done. On the other hand, putting yourself in the place of Tinkov, of course, there are many things that are offensive and simply offensive. At the same time, from the point of view of his claim, he acted with them, in general, normally - he asked for 500 thousand rubles and specifically refuted three or four postulates and that's it. Some postulates are quite .. that he does not deceive people and so on, in general, there is nothing of the kind.
- Do you agree with this anti-crisis PR, position?
Pyotr LIDOV-PETROVSKY: Why, what is his position? He goes to court and defends himself, they say nothing more - this is their position. That the police came with the search and accuse him of doing it. I don't know if I could have done this or not. The problem is that there really is a rather serious negativity in relation to his bank in social networks, bloggers are trying to somehow protect him, it seems to me that this is similar to the protection of director Kirill Serebrennikov by cultural figures - workshop solidarity. Will it deal a blow to Tinkov and his business? I don't think so, it'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 agree. My main thought is that all this does not really matter, 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 really evidence that our work has changed and from the point of view of PR, we are forced to work with such things and it is clear that there must be new methods, we must somehow be more fun, sincerely more responsive. And here the big question arises, which of them is right and who is not. I don’t know that from the point of view of reaction, everyone behaves as he is prompted by him inner world, does it spontaneously, which is a reflection of today's reality, in any case, both act as if honestly and in their own way, for now, we'll see.
- The work of a PR specialist, as Sergey Zverev says, is divided into three parts: the first part is PR outside, the second part is PR within the company and yourself, and the third part is PR yourself personally. And in such a crisis, how should a PR person behave within the company? It is conditional that he should explain to the CEO, that he should explain to the shareholders that, guys, now this noise will subside 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, I understand that they have a PR person that should. Firstly, Tinkov is largely a PR person to himself, but the following usually happens: usually more than one PR person decides this, because it is more than just a PR person, any crisis situation requires the intervention of the entire management. Because, as you quite rightly noted, we need to look at several parameters - the impact on sales, the impact on the staff inside, what if all Tinkov's employees are some kind of wild fans of Nemagiya and tomorrow they get up and quit. It is clear that this is not so, but nevertheless, all of a sudden, in any case, it is necessary to calculate such an option. Therefore, you need to look at all the possible consequences, determine some points at which you make a decision.
- How to look - talk to people ..?
Pyotr LIDOV-PETROVSKY: Well, how? You have management, management, each in its own way. You describe the situation, what happened, what are the possible consequences, what 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, of course, monitoring of how many people come that day to switch to another operator immediately begins. You see that on a national scale this number is 1.5 thousand people, which, in principle, is equal to zero, respectively, you draw conclusions from this. If their number is 1.5 million people, you draw different conclusions, which means you start to keep them. These are business mechanisms, and the task of PR is not to somehow beautifully answer them, go “Non-Magic” (?) (Incomprehensible phrase.) And record a creative video performed by the main shareholder, for example, but rather properly support all areas of work. because business is business, the task of shareholders is to keep people confident in the future and show that you can cope with any situation and solve business problems, minimizing the impact crisis situations to your main activity, and that's it. And then, what tools you use for this is your own business. I don't like it when the owners of the company, the first persons, descend to the level of bloggers, not in a bad way, let's say they just have more responsibility. Bloggers are bloggers, and the task of good bloggers, like Nemagia, is to be rude, shock and amuse the people. Tinkov's task, obviously, if I were a shareholder of Tinkoff Bank, I would be interested to get 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 answer - personally, whether he wants to record a video message or something else, this is his own business. So far, it seems to me that the reaction is quite intelligible. 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 wrote down these appeals for him, there were, in my opinion, three, here would you 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, it is quite difficult to dissuade him for certain reasons, 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, funny, fresh, ambiguous. I do not think that he convinced any of Navalny's supporters, but, on the other hand, he probably convinced someone who is his supporter in that dispute. What he specifically achieved is not very clear, because the court decided anyway. my opinion lies in a more conservative plane, and here, probably, I still associate it as with a large corporation, but it’s not the business of a large corporation to enter into a discussion, especially on a field that is not yours. Always, if you want to fight, it is better to fight where you can. Well, let's go now, suppose the chief lawyer of Tinkov, in the language of Nemagiya, will try to write down some post. Well, they won't be able to, they have already recorded 10 thousand of these video blocks and live by it. And it will be easier for them in court.
“Unfortunately, the program is running out. I wanted to ask you to name three qualities of a PR specialist, without which he will not be able to work in today's environment of new sincerity, technology?
Petr 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, the main feature of today's world, is a constantly changing environment and one must be in the flow. As soon as you have ceased to be in the news flow, it is, of course, pleasant, that is, not to stop, to constantly study - it seems to me that this is the only quality. In general, the profession of a PR specialist is as follows, it seems to me that PR specialists can be completely different people- they can be both public and non-public, and quiet consultants, so very smart - there are such people, they are beautiful, or they can be bright, outrageous, at the center of scandals - all this is accessible and it's wonderful. I can say that in my opinion, from the point of view of the importance that information plays in today's world, the PR profession is doomed to the future, if you do not stop and sit on what you already know and memorized, but constantly study and do not discard format. Therefore, from the point of view of what Alisher Burkhanovich did in this sense, he is an excellent PR man, because in his quite adulthood and position he was not afraid to do so, although I would not recommend it.
Industry: Information Technology, Telecommunications
Place of work: Megaphone
Job title: Public Relations Director
City: Moscow
Pyotr Alekseevich Lidov was born on July 14, 1969 in Moscow. Graduated from the Moscow State Institute international relations Ministry of Foreign Affairs of Russia, Faculty of International Economic Relations. Petr Lidov has worked for 13 years in Philip Morris International representative offices in Russia, Switzerland, Indonesia, Hong Kong, and Pakistan. Returning to Russia, Petr Alekseevich worked at En + Management LLC (Basic Element group of companies) as a public relations director. Since the end of June 2009, Mr. Lidov has been the PR Director of OJSC MegaFon.
Petr Lidov's career began in his last year at MGIMO, when, after working in one of the pr-agencies, he received an offer to move to the public relations department of Philip Morris International.
For 13 years he worked in representative offices and operating companies of Philip Morris International: in Russia, then at headquarters in Switzerland, Hong Kong, Indonesia and Pakistan. Work in Asian countries taught Lidov to take a different point of view, because things that are not always obvious to someone are actually such. One of the large-scale projects in which, according to Lidov, he was lucky enough to participate, is a global social advertising campaign against children's smoking on the MTV channel.
Lidov Tak recalls his years of work in Indonesia: “This is a country that has both business resources and good climate and wonderful people. There, Philip Morris faced a very interesting task: after the takeover, to reorganize the management of a large local company with a unique and pronounced culture and a 100-year history, while not violating the traditions of leadership, because in spirit, in dynamism, in strength, it significantly outperformed its competitors. The example is unique in that the largest international company had to rebuild its psychology from “teach and guide” to “learn and accept”, and as a result, undeniable leadership in the largest market and a unique internal climate in the company.”
He notes that Asian cultures give great importance not only goals, but also the path leading to it, moreover, the role of the team is extremely important there. On the contrary, the role of the individual is strong in the European business model. When asked which way of doing business is closer, Peter philosophically notes that he has found a unique "middle" way for himself - quite appropriate, from his point of view, in Russian conditions. “I like to achieve complex ambitious goals and clearly define them already at the initial stage. But I am sure that this should be done consistently, without neglecting traditions and without destroying what has already been built, and, of course, by all means enjoying the process.”
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, not yet awakened Minsk and were driven away by Soviet pilots ...” This is the first report about the first hour of the just-beginning war, transmitted to Pravda by its Belarusian correspondent Pyotr Lidov .
Lidov came to Pravda from a factory newspaper. 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 soul of the company: either he started a community work day, or he led the entire editorial office on a hike, or he organized skiing or volleyball competitions ... Usually kind and smiling, Pyotr Lidov was indignant when faced with negligence, inaccuracy, laxity. He himself was an example of organization.
From the beginning of the war, Petr Lidov became the head of the journalistic corps on the Western Front. No, such a position was not listed in any staff lists. It’s just that when the retreat began and many became discouraged and confused, Peter Lidov became the leader by himself. Designed by him hard rules discipline saved the lives of many correspondents.
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 came out without this diary, the editors would hear phone calls: "What's with Lidov, isn't he wounded?".
About the young partisan killed in the village of Petrishchevo, Lidov learned by chance, near Mozhaisk. He was told about this by an elderly partisan, with whom the correspondent of Pravda 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 about a girl who called herself Tanya, Lidov interviewed dozens of villagers. In their stories, according to him, there was “neither fiction, nor an empty ringing phrase that sometimes saved us if we did not stock up on good facts.” After the essay “Tanya”, saturated with these very “good facts”, appeared in Pravda, letters and telegrams began to come to the editor from different 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 the second essay "Who was Tanya." So the country learned the name of Zoya Kosmodemyanskaya.
The Pravda journalist became “ godfather”of the famous poem by Margarita Aliger. And other works dedicated to the memory of Zoya. Reflecting on this, Petr Lidov made an entry in his diary, discovered after his death: “my role is the modest role of a reporter, recorder of events, who, according to eyewitnesses, conscientiously and punctually recorded everything.” As always, extremely demanding of himself, the journalist was modest. Next to Zoe's name is the name of the person who "discovered" her name.
In the summer of 1944, Lidov went to Poltava, where the allies, the American Flying Fortresses, were based. The journalist I. Chernyshov reported about what happened there in the pages of the Izyum regional newspaper “Radyanske Zhittya” - the newspaper in which Petr Lidov began his journalistic career.
“Air Raid! Four "Junkers" make the first call. On the ground below them are poorly protected American bombers. Bombs explode. Three cars are already on fire. But the machine guns of the airfield guards are silent: the Americans hid in dugouts. The first can not stand Lidov. He runs towards the machine gun. Behind him - Strunnikov and Kuznetsov (Pravda photo correspondent 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 there was an all-clear. The Americans jumped out of the dugouts and immediately rushed to those who courageously met the enemy. Bowing their heads, they silently stood near the three heroes...”
This is how Pravda correspondent Pyotr Lidov died. American soldiers and the inhabitants of Poltava saw off the three heroes on their last 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 newspaper "Joy", dedicated to the 75th anniversary of Zoya Kosmodemyanskaya.
Education
The future publicist and PR expert received his higher education at the Moscow State Institute of International Relations of the Ministry of Foreign Affairs of Russia (MGIMO), which he successfully graduated in 1995. Studied at the Faculty of International Economic Relations.
Labor activity
He has extensive and many years of experience in the field of PR, while his knowledge and skills were obtained not only in Russia, but also abroad. Behind him is the implementation of major campaigns and projects of international level.
He began his career while still a student at MGIMO - he got a job in one of the capital's PR agencies, where he was involved in the implementation of strategies for large corporate clients. As a fifth-year student, he accepted an offer from Philip Morris International and became a member of the public relations department.
During his work at Philip Morris (and this is 13 years old), he managed to work not only in the Russian representative office, but also abroad. Since 1995, he worked as a corporate relations manager in the European representative office of the company (Switzerland, Lausanne, until 2003) and Asian (Hong Kong, until 2005). From May 2005, he worked for about two years in Indonesia, and from June 2007 to March 2008 - in Pakistan, already in the position of director of corporate relations.
In April 2008 (upon his return to Russia) he took the post of PR director at En+ Group (Basic Element group of companies), where he held a little more than a year.
In June 2009, he moved to a similar position at MegaFon, where he was director of public relations for about eight years. On August 1, 2017, he left his post at MegaFon.
On November 20, 2017, on his Facebook page, he announced the start of work at the Sputnik agency as director of corporate relations. Its tasks are to promote the brand in Russia and abroad. The agency is headquartered in Moscow, and Sputnik also has offices in the US, UK, France, Germany, China and other countries.
Social activity and publications
On December 12, 2016, he headed the jury board of the regional award in the field of public relations development "Silver Archer" - Volga region.
He performs on the radio "Echo of Moscow" - both as a guest and as a presenter. He also maintains his own blog. He is the creator of the project "While you were sleeping", within which he talks, among other things, about living and working abroad, personal experience and outlook on life.
In the third All-Russian rating of directors and departments for corporate communications and corporate relations Top-Comm - 2016, compiled by the Association of Directors for Communications and Corporate Media of Russia, took the sixth position (June 15, 2016). A year earlier, he was in ninth place on the same list.
In the 17th rating "Top-1000 Russian managers”, compiled by the Association of Managers and the Kommersant Publishing House, took first place among the hundred directors for public and corporate relations in the category “Communications and telecommunications” (dated October 3, 2016). In 2010-2012 he was also the leader, in 2013-2015 he was second in the same category.
Multiple laureate of the "Media Manager of Russia" award:
Among the electronic media in the category "Social media" in 2015 ("For original idea, creating and promoting a unique daily news digest for Facebook users”);
“Communications / Public Relations” in the category “Head of the Communications Department of a company, public or state organization” in 2016 (“For the comprehensive support of the image of the leading company in the Russian telecommunications market”).
The Megafon company dismisses the head of its PR service, Petr Lidov, after his post on social networks.
MegaFon's public relations director Petr Lidov, socialite and friend of Maria Zakharova, is leaving the company. This was told by four of his friends. According to them, Lidov is now on vacation, he will not return to work. The interlocutors of Vedomosti 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, the management raised questions about the fact that for a long time he combined the position of PR director with work as a TV presenter.
Recently, MegaFon had two major accidents, as a result of which the operator's subscribers could not make calls. The strategy that Lidov chose to cover these events did not please the company, two of his acquaintances know. The operator's employee admits that there really were complaints about Lidov's work.
Peter Lidov answers.
In general, love for 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 all over Russia passed mass actions protest against corruption, more than 800 people were detained in Moscow alone, 126 of them were minors.
Lidov called them "juvenile degenerates" on his Twitter. The next day, he apologized to readers and explained his action to Meduza as follows: “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 of his dismissal." The representative of MegaFon confirmed that the PR director is on vacation, he also does not comment on the information of Vedomosti about the dismissal. Meanwhile, in one of his Facebook posts, Lidov wrote that the editors of the column “While you were sleeping” (a daily roundup of news authored by Lidov) are going on vacation to “among other things think about their future professional destiny.”
