Public Relations & Social Marketing Insight

Congratulations, US media! You’ve just covered your first press conference of an authoritarian leader with a deep disdain for your trade.

Here are some tips from Russia.Vladimir Putin’s annual pressers are supposed to be the media event of the year. They are normally held in late December, around Western Christmas time (we Orthodox Christians celebrate Christmas two weeks later and it’s not a big deal, unlike New Year’s Eve). Which probably explains why Putin’s pressers don’t get much coverage outside of Russia, except in a relatively narrow niche of Russia-watchers. Putin’s pressers are televised live across all Russian TV channels, attended by all kinds of media — federal news agencies, small local publications and foreign reporters based in Moscow — and are supposed to overshadow every other event in Russia or abroad.

These things are carefully choreographed, typically last no less than four hours, and Putin always comes off as an omniscient and benevolent leader tending to a flock of unruly but adoring children. Given that Putin is probably a role model for Trump, it’s no surprise that he’s apparently taking a page from Putin’s playbook.

I have some observations to share with my American colleagues. You’re in this for at least another four years, and you’ll be dealing with things Russian journalists have endured for almost two decades now. I’m talking about Putin here, but see if you can apply any of the below to your own leader....