People give me a lot of negative information. What to do with the spread of negative information about the company? The impact of information on a person

Today in the post: The probability of manifestation of psychological dangers, may be different depending on the specific conditions.

Greetings, dear readers of the blog, I wish you all mental health.

The influence of information on a person - classification

Currently, there is no sufficiently substantiated and detailed general classification of the influence of information on a person. This is due to the novelty and complexity of this issue, as well as the fact that the procedure itself and the result of the classification depend on the tasks that need to be solved, and in this regard, on the chosen bases and criteria that are used in the classification.

First of all, it is necessary to identify the following main sources influence of information on a person, which can be divided in relation to the personality into two groups: external and internal.

Sources of influence of information on a person

common source external The influence of information is that part of the information environment of society, which, for various reasons, does not adequately reflect the world around a person. Those. information that misleads people into the world of illusions, does not allow adequate perception of the environment and oneself.

The information environment acquires for a person the character of a second, subjective reality. That part of it that contains information that inadequately reflects the world around it, and those of its characteristics and processes that make it difficult or hinder the adequacy of perception and understanding by a person of the world around him and himself.

One of them is the objective complexity of the world itself and the process of its cognition, the mistakes and delusions of people who cognize it.

Another group of sources of influence can include the actions of those people who, pursuing their own goals, achieve this by using various methods of informational and psychological influence on others (see Psychology of influencing a person) without taking into account their interests, and often simply misleading, acting against their interests and harming them. This is the activity of various people - from political leaders, statesmen and public figures, representatives of the mass media, literature and art, to our everyday partners in interpersonal interaction.

These persons include those who, by exerting an informational and psychological impact on others, skillfully, mixing lies with the truth, increase the degree of inadequacy of the information environment of society and thereby expand the illusory subjective reality.
(manipulation or control of people)
True, this does not make it easier for those who have already fallen into the web of his manipulations, who experience their destructive and pejorative influence on themselves.

The influence of information on a person - relations of manipulation

The very socio-political and economic situation of cardinal social changes and the transition to market relations contributes to this and strengthens this trend.

The seller seeks to sell the goods to the buyer, and their interests do not always coincide, if not to say that they diverge and have only one common point of contact - the fact of selling a particular product. At the same time, the seller actively resorts to various techniques to hide flaws and emphasize the advantages that are real, and most often imaginary, of the advertised product.
Often, he hides the information necessary for the client, and some of it changes and thus makes it difficult to obtain adequate information about the product.
(psychology of persuasion, or everything will be my way)
The employer also resorts to psychological manipulations in order, for example, to pay the employee's labor cheaper, etc.

Negotiators, using various methods of manipulating information, implement the technology of reflexive control in order to achieve their goals and achieve more favorable conditions for their side, as a rule, at the expense of infringing the interests of the other side. Moreover, this happens both in situations affecting the interests of an individual or several individuals, and in interstate relations, in which the interests of entire peoples and even, as history shows, their very existence are at the cost of manipulation.

Access to the large-scale use of new information technologies and control over the mass media greatly enhances the possibilities of information and psychological influence on people by changing the information environment of society. To the greatest extent, this is possible for a variety of social organizations - various associations of people, social groups, public, political and state structures, some social institutions of society.

In this regard, it is possible to single out three more relatively independent groups of sources of influence of information on a person.

Groups of influence of information on a person

Thus, the activities of various groups and associations of people, in particular, some political parties, socio-political movements, nationalist and religious organizations, financial, economic and commercial structures, lobbying and mafia groups, etc., can pose an information and psychological danger to an individual.

Their activity becomes dangerous when, in order to achieve their goals, they begin to use various means of information and psychological influence, thereby changing the behavior of people in such a way that their own interests are damaged. There are widely known examples of this kind of activity of some religious sects, provoking national-ethnic conflicts, unfair advertising, in particular, the sensational story with MMM JSC (which had no problems, but most of its clients had these problems).

As another source of influence of information, under certain conditions, one can single out the state itself, public authorities and administration. This is due to the actions of state leaders, the ruling elite. The danger arises when, realizing their own interests, and sometimes just ambitions, they use the power of the state apparatus to exert information and psychological influence on people, masking their actions and true goals that do not correspond to the interests of the state, society and the population of the country.

The danger of the influence of information is also aggravated by the fact that the state often begins to experiment with the masses for the sake of “good great goals” and influence their consciousness.

The main sources of influence of information on a person

The main sources of information and psychological influence on a person can be summarized as follows:
- State(including foreign ones), authorities and administrations and other state structures and institutions.
- Society(various public, economic, political and other organizations, including foreign ones).
— Various social groups(formal and informal, stable and casual, large and small in the place of residence, work, study, service, cohabitation and leisure activities, etc.);
- Individuals(including representatives of state and public structures, various social groups, etc.).

The main means of influence of information on a person

The main means of influencing information on a person in a generalized form are the following:
— mass media(including information systems, for example, the Internet, etc.);
- literature(including artistic, scientific and technical, socio-political, special, etc.);
- art(including various areas of the so-called mass culture, etc.);
- education(including systems of pre-school, secondary, higher and secondary specialized state and non-state education, the system of so-called alternative education, etc.);
- upbringing(all the various forms of education in the education system, public organizations - formal and informal, the system of organizing social work, etc.);
- personal communication.

Internal The sources of influence of information on a person's personality are embedded in the very biosocial nature of the human psyche, in the features of its formation and functioning, in the individual-personal characteristics of the individual.

Due to these features, people differ in the degree of susceptibility to various informational influences, the possibilities of analyzing and evaluating incoming information, etc.

In addition to individual characteristics, there are certain general characteristics and patterns of functioning of the psyche that affect the degree of exposure to information and psychological impact and are inherent in most people.

So, for example, in the crisis changes in society, the suggestibility of people increases, and, accordingly, the susceptibility to informational and psychological influences increases. It also increases in the conditions of a person being in mass gatherings of people, in a crowd, at a rally, demonstration. With a person there is a kind of mental infection with a certain psycho-emotional state, which, for example, is quite clearly manifested at various entertainment events.

There are certain patterns of perception and response to little conscious and unconscious influences, for example, to subthreshold stimuli, etc.

Psychophysiological possibilities of resisting the influence of information on a person

Knowledge of one's individual psychological characteristics and general characteristics and patterns of functioning of the psyche is becoming for a person now not just an obligatory element of his general culture, but also a necessary condition for security in social interaction, in various interpersonal communicative situations.
Paradoxically, many people are much more interested in learning about the design of the car and how to handle it than about their own psychological characteristics and ways to use their mental abilities.

I wish you all psychological well-being!

Frequently asked Questions:

Sunday morning you turn on the TV (or radio) in the hope of being distracted from pressing matters, and immediately a stream of unpleasant, and most often stressful information falls upon you. You make yourself coffee and call your friend to chat and relax, and in response she talks about her problems and complains for thirty minutes in a row about life, her husband, children, idiot boss. You hang up the phone and realize that somehow you don’t feel well. And the day outside the window is gloomy, and the children are somehow imperfect, and the husband hasn’t spoiled something with gifts for a long time ... The day off began so well, and there were plans, and I slept, and the sun shone so invitingly. What happened?

We often underestimate We simply neglect the power of negative information and the strategy of protection against it. But negative information has a destructive effect on our emotional state, already weakened by problems and everyday difficulties. Our life, in the end, takes place against the background of constant stress, against which both our psyche and the whole organism protest. Experts do not even recommend taking tests and other medical studies in a bad mood. For example, hemoglobin levels rise when we are irritated and fall when we feel lethargic. The same thing happens with glucose levels. But the fact that in a state of blues is not worth making serious purchases, most of us already know from our own experience.

Then it turns out that they are extremely unsuccessful, as they cause negative associations. Since it is not possible to physically protect oneself from negative information, one can choose reframing as a defense strategy against it. It sounds mysterious and solid, but it's a very simple technique. The point is to find at least three positive things in any trouble. That's all reframing. Here's how much fantasy is enough. But there is one positive side to any negativity, namely: interpret failures as a life lesson, and this will guarantee that now you will not find yourself in a similar situation again. The second positive thought that can be called to life: thank God that something worse did not happen! upset? And yes, there are more important things to do. In a word, at the end of such a reframing, you will even be glad that it all happened! Well, and draw conclusions, of course!

smiled and... didn't notice. It is very important to learn not to react to negative information coming from people, both acquaintances and strangers. A neighbor commented on your appearance in not the most personal terms and your mood deteriorated for the whole day? If this happens quite often, then you need to work out a protection strategy. First, there is a rather serious work to be done on defining one's own, as psychologists say, reference group. That is, a group of people whose opinion is really significant for you, important or beneficial to take into account. Is your roommate a fashion expert? Maybe a reputable stylist? Or is it just the person you want to like? If so, then come back and ask what is wrong with your image? Otherwise, put it out of your head and think about something really important. Observe and decide - maybe you should change your attitude towards this person?

Tune in! They say that the beginning of the work is half the work. And a positive attitude at the beginning of solving any problem is almost a guarantee of its successful completion. A successful student going to take an exam to a “harmful” teacher thinks: “I will make him smile, be surprised and recognize in me the spontaneity, but a thinking person!”

Jonah, who is teetering on the brink of expulsion due to undelivered tails, wanders into the institute with the thought: “He will again mock, ridicule and let me know what a nonentity I am. Lord, why am I doing this? So draw conclusions: a negative attitude, like negative information, has a bad effect on a person.

Don't anchor. The anchor is past failures. It is necessary to fail several times or experience negative emotions in situations of the same type, as a stable association with negative experiences arises. We sit on the "negative anchor" and it is not possible to move ourselves. It is necessary to realize that further the situation itself, or even just its expectation, causes negative emotions, which means that the probability of failure increases. How to be? Try to simulate a similar situation, but with a wonderful, enchantingly successful ending! If so many times unlucky in this area, it is unlikely that the situation will repeat itself! Arouse in yourself the excitement to change the circumstances that we often absolutely undeservedly endow with such mystical power!

Unpleasant conversations
No matter how hard you try, you can't avoid them. For one reason or another, you have to communicate with not very nice people on especially unpleasant topics. At the same time, periodically listen to impartial statements addressed to you. Negative information directed at you personally carries destructive energy that affects mood, self-esteem and general well-being. Therefore, you need to be able to protect yourself from negativity and this will help you succeed in life, be healthy and calm, and also look to the future with optimism. So, if you have to have an unpleasant conversation, learn to perceive it solely as a working moment, nothing more. We must learn not to take anything to heart, especially the negative at our expense. And remember that any problem can be solved, and it should not affect your life negatively. Try to switch to something else more pleasant. Relax or just sleep. Sleep will be the best medicine after an unpleasant conversation.

The first lecture of the project Teach good things from the course "Information security of the individual in an aggressive mass culture" (14+). It was read out at the Sober meeting in Taganrog in May 2017.

The impact of information on a person

A person in his decisions and actions always proceeds from his worldview. The way he imagines the world around him influences his behavior. You think that the world is cruel and the people in it are evil - you will treat others accordingly and receive the same feedback. You think that the world is an exceptionally beautiful and bright place, you will always walk around with a smile on your face until you meet someone who considers the world evil. Therefore, of course, we must maintain a positive attitude, but assess the situation as objectively as possible, taking into account both positive and negative sides. The more objective and holistic your ideas about the world around you are, the more clearly you will imagine the consequences of your actions, and accordingly, you will be able to predict the situation with a greater degree of certainty.

At the same time, we perform many actions in our life not as a result of conscious volitional actions, but, as they say, on the machine. In such cases, we are controlled by our subconscious, which relies on already formed stereotypes and patterns of behavior, and we can say that at these moments we act unconsciously, without thinking, but simply practicing habitual behavioral programs. But before we get to the bottom of where these behavioral programs come from, let's define what it means to "live mindfully."

The word “mindfulness”, which is popular today, is understood by many in different ways and is often vague. We offer this image for this word: “To live consciously means to strive to ensure that all your actions bring you closer to your life goals”

Accordingly, it is possible to say that a person lives consciously only when he has formed for himself a certain ordered list of goals and life guidelines and tries to coordinate all his actions and deeds with these goals so that they bring him closer to the realization of his plan. For example, if one of the goals of a person is to maintain and strengthen his physical and mental health, then he will never use alcohol, tobacco and other drugs. That is, in order to live consciously, you need to answer yourself the question: “Why do you live?”, And then always remember this.

Conscious living begins with the answer to the question “why do I live?” and creating an ordered list of goals you want to achieve. If you do not have goals, then you cannot manage yourself, which means that someone else will manage you.

But back to the worldview, which determines the behavior of each person.

Worldview is a set of interconnected and ordered images that reflect our ideas about the world around us. If the worldview is adequate to reality, that is, the picture formed in our head is similar to the real world, then the person behaves adequately. If there is a kaleidoscope and chaos in the head, then the behavior will be in the style of “seven Fridays in a week”.

Ideas about the world around us are formed under the influence of information that comes to us from the outside. In our head, all information is processed and stored in some way, occupying its niche in the same worldview picture. At the same time, in order to better understand the mechanics of this process, the human psyche can be imagined as an interconnected two-level information system consisting of consciousness and the subconscious, in which the subconscious is an analogue of a powerful computer that operates with huge amounts of various data - visual images, texts, sounds, and so on. . And consciousness has much lower information processing capabilities, and it can simultaneously hold a small number of objects. At the same time, consciousness serves as a kind of analogue of the information input-output interface and the operating system, which, in the course of its activity, relies on the results of information processing by the subconscious.

For example, a person learns to drive a car. To do this, he studies the rules of the road for a long time, masters driving - first with an instructor, then himself, focuses on how to properly shift gears, turn, and so on, but at some point this whole process ceases to require any serious strong-willed efforts and largely goes into automatic mode. That is, in order to learn how to drive a car, you need to download a certain amount of information related to this process into your subconscious and gain practical skills.

Similarly, a person learns everything in this world - he perceives a large amount of information, after which he uses it in practice. But the trick is that not all the information that we “download” into ourselves is reliable or useful. And many, in addition, are in the false belief that there is so-called "entertainment content", which should not be evaluated at all in terms of its usefulness or harmfulness, since its influence supposedly comes down only to giving positive emotions or helping to take a break from everyday affairs. . Whether this is true or not, let's look further, and now let's answer the question, what external factors most strongly influence a person's worldview, or what information channels fill his inner world and thereby teach him new behaviors and skills?

The main external factors affecting the worldview of a person:

• Parents/family
• School/Institute/Professional area
• Friends/social circle
• Media environment (media, TV, Internet…)
• Other (place of residence, lifestyle, etc.)

Each of these factors plays a huge role in a person's life, but we will focus on the one, the importance of which is increasing every year and, apparently, in the 21st century - the century of information technology - will gradually come to the fore. We are talking about the modern media environment, which is also called "media space". Its main components.

The main components of the modern media space:

• A television
• Cinema
• Music industry
• Computer games
• Advertising sphere
• Other (radio, glossy magazines…)
• Internet (combines all of the above)

All of these information flows affect the lives of each of us. Even if you completely protect yourself from televisions, computers and radio, their influence will still reach you through friends, acquaintances, work colleagues. Therefore, we must learn to interact with the surrounding media environment, understanding what impact - good or bad - it has on us, and what technologies are used. To this end, we will analyze popular media content, starting with the most significant item - "Television".

Television as the main manipulator of public opinion

In the presented video, an experiment with a Bobo doll and young children is given as an example of the influence of television, but one must understand that the TV affects adult viewers as well.

Psychologist Solomon Asch experiment

In 1951, the American psychologist Solomon Asch conducted a series of simple but very revealing experiments. He seated groups of 8 people in the audience and showed them 2 pictures. One line was drawn on one picture. In the second picture, three lines were drawn, differing in length. It was necessary to say which of these three lines coincides in length with the one shown on the sample. They differed markedly.

The focus was next. In each group of 8 people, only one was actually examined. The remaining 7 were decoys. The subject was told that the purpose of the experiment was to test visual perception. Although, in fact, conformity was studied, that is, the tendency of a person to agree with the opinion of the majority.

The real subject always answered last in line. That is, he had previously seen and heard the answers of the other seven participants. There were 18 attempts in total. And in the first two attempts, decoy ducks gave correct answers. The subject could thus make sure that his eyes did not fail him, and feel good.

But in subsequent attempts, decoy ducks deliberately gave wrong answers in chorus, claiming that two obviously different lines coincide in length. The subject heard 7 such identical answers, which unanimously contradicted what his own eyes see, and then it was the turn of his own answer.

What did the results of the experiment show?

The results of the experiment showed that 37% of the subjects gave the same answer as the group! The experiment showed that a huge part of people are ready not even to believe their own eyes, just to agree with the opinion of the majority. And television in the perception of the audience most often just presents its position as the opinion of the majority, or as an expert opinion, thereby motivating the audience not to think about many issues on their own, but simply to accept the broadcast point of view.

Now let's watch a few more videos that reveal the goals that popular Russian television shows work to achieve. The videos were made at different times and by different people, so they differ markedly in terms of video and sound quality, but they are still united by a single analytical approach.

Unstructured management

As you probably noticed, the term “propaganda” is constantly used in all the videos. What does it actually mean, and is it appropriate to use it?

In fact, the materials of the Teach Good project always talk about unstructured management, but this is done in an accessible and understandable language for a wide audience, for which well-known vocabulary is used, and in particular the term “propaganda”, which implies the management of social processes by disseminating specific information. But let's first understand how the management process can proceed.

Management can be structural, that is, it's like in the army - when there is a boss and a subordinate, and one gives orders and manages the other. The army or any other system with a similar hierarchy is the structure along which information processes flow and tasks assigned from above are solved.

But it is also possible to manage unstructured - by creating such an information environment around the object that will stimulate it to act in the way the customer needs. The simplest example is advertising. She does not directly tell anyone “go and buy such and such a thing”, she acts differently: she creates an attractive image for the product and tries to form a new need in the viewer, the answer to which will be the purchase. There is no order and structure, but a person goes and buys the goods imposed on him.

But after all, it is possible to advertise or promote in society in an unstructured way not only objects, but also behavior patterns, ideas, outlooks on life, life guidelines, values. So, the purposeful and systematic promotion of some ideas in an unstructured way - in the terminology familiar to a wide audience, is “propaganda”, which is carried out by all mass media without exception, although many journalists do not even realize this. Therefore, in order to be well versed in propaganda issues, it is desirable to know the basic provisions of management theory and understand how the processes of unstructured management proceed in society. At the end of the course, we will recommend you a list of books that are useful to read.

You should also try to move on to using the correct terminology. In particular, the media are inherently means of formation and management of public consciousness, and when appropriate, it is better to call them that.

"Doesn't affect me"

Many will say: “Well, what are you, I watched the issue!, Laughed at their obscene jokes, but after that I didn’t go to the tavern and didn’t cheat on my wife. It turns out that your unstructured management or propaganda against me does not work?

Firstly, the fact that you did not immediately go to take on a bottle does not mean that the TV show did not affect you in any way. For example, after watching, a person at least becomes more tolerant of vice, because the natural feeling of indignation and disgust is gradually replaced by humor and the positive emotions associated with it. In addition, information poisoning occurs gradually and imperceptibly. The same ad must be shown to a person many times before they finally make a decision. Likewise, the effect of television in imposing models of behavior may not manifest itself immediately and with its own specifics, characteristic of an individual, because television always works with a mass audience. He is not interested in you personally, he is interested in the impact on society as a whole.

With the help of critical thinking, you can block the identified destructive programs that are trying to impose on you, and protect yourself from frankly degrading content. But in order for your critical perception filters to be constantly active, you need to remember very well that no information passes without a trace and always somehow affects a person. If next time you hear from the TV channel employees that their main task is to entertain viewers, then be sure that these people are simply hiding their destructive goals under the guise of entertainment.

It must be remembered forever that no information passes without a trace and always somehow affects a person.

Information = food

To better understand this, the process of watching a movie, series, broadcast or any other media product can be compared to the process of eating food. No one doubts that food is one of the main factors affecting human health. This influence does not appear immediately - you won’t die from one hamburger and you won’t even notice a harmful effect, but it’s worth introducing fast food into your regular diet, as diseases will not keep you waiting.

An absolutely similar principle of influence is in the case of information that a person consumes. If food affects physical health, then information directly affects his mental and spiritual state.

All products of the Russian TV channel TNT, and many other entertainment TV channels, are poisoned food, these are the same hamburgers that destroy you spiritually, gradually turning you into subhumans, and in the case of young people and children, initially blocking them from becoming full-fledged people. The abundance of vulgarity, perversion, flat humor, cynicism and stupidity are analogues of flavor enhancers that are used in the food industry. It seems to the society that it is only being entertained, while in fact it is being programmed. Let's watch another video on this topic.

In the same way that television promotes alcohol, other harmful behaviors are promoted in the same way.

Distorted stereotypes of behavior formed by modern television:

• Being vulgar, cheeky, ready for a life of show is the norm.
• Selfish, “major” way of life is the norm.
• Mercantile and obsession with money is the norm.
• The image of a stupid / "fatal", accessible woman is the norm.
• The image of a reveler striving for a fickle relationship is the norm.
• Propaganda of vulgarity, shamelessness, perversions is the norm.
• Promotion of alcohol and tobacco is the norm.

It would seem that since the TV is so bad - refuse to watch it, that's all the "information security of the individual" for you. But not everything is so simple. After all, television poison itself is very attractive. A kind of free cheese in a mousetrap. And other areas of modern mass culture for the most part do not bring anything good.

Therefore, the point is not to remove the TV box from home and start consuming similar content from the Internet, but, firstly, to learn to distinguish good from bad, and for this you need to know about the impact of information on a person and be able to identify real the goals that such media content works to achieve, and secondly, you need to want to remove the bad.

It’s like giving up alcohol and tobacco - it seems to be nothing complicated, just stopped buying them and poisoning yourself with poisons, no one forces you to, but, as practice shows, this “want” is not at all easy. The problem is that in the head there are already a large number of models of perception and behavior programs formed since childhood through the same TV, and their revision requires time and work on oneself. It is necessary to gradually review and re-evaluate many information blocks that seem so familiar to you that you perceive them as something close and dear, but at the same time you have never really thought about their influence on your life.

We will strive to make you stop wasting your time on all harmful media content, clear your worldview of informational garbage and move on to a conscious life, analyzing in detail in other lectures what modern popular TV series, films, cartoons, musical groups and much more.

What to do with the spread of negative information about the company?

Our topic today is the spread of negative information and ways to combat this unpleasant phenomenon. The statistics are harsh - today, many business owners and top managers of companies very often do not pay attention to how negative information affects the company's business. The connection between the fact that one of the clients is offended by the company and financial performance is so opaque, non-obvious, intangible that often the very fact of its existence is questioned or even denied. In addition, there are a number of factors that further reduce the significance of this relationship. For example, marketers make their own contribution to the formation of the “blindness” of this connection, unwittingly. Especially those of them who are engaged in the development of events to form the image of the company and advertising. Which of you, dear readers, has not heard from marketing representatives “We are implementing a new program aimed at improving relations with partners so that they can work with our company as comfortably and conveniently as possible” or something like that? I am sure that almost all of you have come across such assurances. The psychology of most people is arranged in such a way that it is comfortable for us to perceive pleasant information. We often try to ignore or ignore negative information. A leader at any level is a person. And he can treat information in exactly the same way. That is why marketers are not to blame for creating "blindness". They do their job according to the regulations, they do it perfectly! Sometimes they try to make up for the negative that has formed in the relationship with the client. But this work only creates an information barrier, a comfortable barrier of "hope for a better future." And negative information becomes less noticeable. In view of all this, the task of counteracting the spread of negative information is not solved at the system level, when the reasons for its occurrence are understood, but by installing “patches”.

This variant of solving the problem of counteracting the spread of negative information is similar to the methods of work of a bad doctor. Imagine, dear reader, how a person comes to the doctor with a headache and asks for help. The doctor, after listening carefully, prescribes treatment, prescribing expensive drugs. Doesn't this, by any chance, remind you of the work of a marketer who reports to management about what customers were unhappy with, and then about proposals for improving the situation and the budgets that are needed to implement the proposals? Agree, dear reader, that there are commonalities in the work of a bad doctor and a marketer. Let's think about it and try to figure out what this work will lead to.

I will give an example from my practice. I was approached by representatives of a Moscow company that sells electrical products throughout Russia and has a wide partner network. The essence of their problem was as follows. Sales planning was carried out on the basis of average sales statistics for the year. But over the course of several years, a trend was observed - in St. Petersburg, sales plans were carried out very conditionally. Electrical products of the middle price segment, which sold well in other cities, sold poorly in St. Petersburg, for unclear reasons. And vice versa - products from the high price segment in St. Petersburg sold better than in other cities. The sales department was tasked with increasing the volume of sales of products of the middle price segment, so that “it would be like everywhere else in Russia”. I will tell you in advance, dear reader, that the task was not completed. The usual "salesman's arsenal" didn't work. The company's management tried to use marketing as a promotion tool. Large-scale promotional events were held, a number of joint events with partners with field trips, etc. Significant financial resources have been expended. However, this did not help in solving the problem. An imbalance in planning led to the fact that customers gradually formed an opinion - "this company sells all kinds of nonsense, but you will never find what you need with them." The reputation of the company suffered greatly from this. This is the backstory that the representatives of the company told me.

I will not describe in detail the work that I did on this project. I will tell only about my conclusions and recommendations, which were eventually given to the representatives of the company. Electrical products of the middle price segment have an IP44 dust and moisture protection class, which is not enough for St. Petersburg, because the humidity is very high there. In other words, when temperature drops in the products of the middle price segment, condensate formed, which led to the failure of devices, short circuits in the network with all the ensuing consequences. Such shortcomings in the operation of the devices led to the fact that customers had to systematically repair electrical networks, which required time and additional costs. As a result, the initial benefit from the purchase of devices in the middle price segment was lost due to regular maintenance, and sometimes repair costs were significantly higher than the initial savings. Devices of the high price segment had an IP66 dust and moisture protection class, which allowed their use in a humid environment without breakdowns and malfunctions. It was the peculiarities of the geography of St. Petersburg that answered the question of how to balance sales. Subsequently, when I, together with company representatives, looked at the sales statistics for cities that are close to the “big water” (for example, Kaliningrad, Murmansk, Vladivostok, as well as cities on the rivers: Ulyanovsk, Saratov, Novosibirsk ...), it turned out that in these cities have a similar sales imbalance. But since St. Petersburg ranked second in terms of sales after Moscow, the rest of the cities were initially ignored. As a recommendation, I advised you to introduce a factor related to the proximity of the city to the "big water" when planning. I won't name figures, but I will say that the cost of my work cost the company to the customer eight times cheaper than the budget that the company spent on advertising and joint events with partners. Profitable? Dear reader, consider yourself.

Now let's look at this example, how we managed to neutralize the flow of negative information. When the coefficient was introduced at the stage of sales planning, the situation when there is a shortage of the most demanded products was resolved. The customer, getting what he wanted, could no longer say that this company does not have what he needs. On the contrary, the customer could say that he can always buy what is required. The flow of negative information has stopped.

Let's return to our topic - negative information, how to deal with it and how to neutralize it. As an adherent of a systematic approach to solving problems, I can say the following... Any task related to the dissemination of information, especially negative information, must be solved systematically! Problems of this type can be solved in three ways (see Fig. 1).

Rice. 1. Ways to solve problems.

As can be seen from the diagram in Figure 1, each of the methods works at its own time. This does not mean that if you see a deterioration in the situation, then you have to wait until the consequences come in order to take action. Solving the problem using method 3 is the most difficult and costly!

First way. Allows you to significantly minimize losses from negative information, and ideally reduce them to zero. This is a way for those who are used to working ahead of the curve, thinking through in advance all the possible consequences of their actions, the actions of their subordinates and colleagues. We can say that this is prevention. After all, the disease is easier to prevent and take preventive measures than to treat or, moreover, deal with complications after the disease. Thus, at this stage, we try to prevent the formation of situations that may cause negative information.

The second way. Unfortunately, not everything in business can be foreseen. There are circumstances that cannot be predicted. It is quite clear that some of these circumstances can cause negative information to appear. We failed to prevent the disease. Now it is necessary to start treatment as soon as possible in order to avoid complications. At this stage, we solve two problems at once. First, it is necessary to eliminate the cause of the negative information. Secondly, it is necessary to neutralize the negative of customers, which has already formed.

Let me give you another example from my practice. Early in my career, I worked for an IT equipment supply company. In mid-November, one of my clients placed an order for equipment, which I, in turn, had to order from abroad. Being, in those days, a person with little experience, I boldly told the client that his equipment would be delivered to him before the end of the year. Alas, I was wrong. I did not take into account that in Europe, according to Catholic canons, Christmas is celebrated at the end of December, and not like ours. Therefore, from December 25, customs terminals in Europe do not work. My client's order is "stuck" at customs in Europe. At the end of December, I had a very unpleasant conversation in a raised voice with a client who was extremely annoyed that his order was “stuck” at customs in Europe. After long negotiations, we nevertheless came to a common decision. However, it cost me part of the profit - I had to give the client a solid discount. Relations with the client have improved.

It can be said that I solved the problem that confronted me in the second way. I lost money on one contract, but kept the client, with whom we had a lot of collaboration later.

The third way. The reason for the emergence of negative information was not predicted at stage 1 and was not neutralized at stage 2. Clients are so “offended” at you that they reduce the volume of purchases from you and increase volumes from your competitors, telling everyone around you what an incompetent partner they are and recommend have nothing to do with you. Here they are, the consequences of miscalculations !!!

What to do? First, let's answer another question. And is it necessary to do something at all? You, dear reader, may want to object to me, say: “Let me, if you do nothing, then the company will inevitably collapse!! Action must be taken urgently!!" And, of course, you will be, to some extent, right. But I propose not to discuss this topic, but to understand the essence of the problem. I am sure that any of your actions is aimed at the development of your company, its prosperity, its profitability. It is quite fair to assume that your decisions will seem right to some of your clients, while for others they will cause sharp rejection, criticism and negativity, especially when these decisions are put into practice.

Once I happened to observe the implementation of one solution aimed at customers. The company's management decided to restructure the company's client base. The restructuring was the following process:
- ABC customer analysis;
— Clients, whose average monthly volume of purchases did not exceed the established minimum limit, were offered to become partners of the second level (to make purchases not from the company, but from “larger” clients).

Of course, the "camp" of customers was divided into two groups. Those customers who still had the right to buy directly from the company were satisfied, because the speed of order processing increased dramatically (“small” customers no longer took time from company managers, and this time was devoted to those customers who remained). Those clients who became partners of the second level were extremely dissatisfied, because for them the purchase prices became higher. This situation is shown schematically in Figure 2.

Rice. 2. Scheme of distribution of clients after restructuring.

The results of the restructuring showed that the company's turnover increased, while the workload of the company's managers decreased.

However, what about the negative information that is spread by clients who have become partners of the second level? To stop the spread of negative information, the company held a series of marketing campaigns aimed at developing second-tier partners. As a result, all negative information was removed, further dissemination of negative information stopped.

Well, now I suggest you, dear reader, look at the spread of negative information and methods of counteracting its spread, as they say, at a glance and sum up:

We all live in time. Negative information does not arise by chance, spontaneously. Its occurrence is connected with our actions. Using the “3 Ways to Solve Information Dissemination Problems” method, it is possible to predict the appearance of negative information long before it appears and take measures to avoid such a development of events. Sometimes it may turn out that negative information and its dissemination will have such small consequences that the need to counteract this will be more resource-intensive than the elimination of the consequences of its dissemination.

If mistakes are made at the forecasting stage and the process of disseminating negative information is already in full swing, then, following the principles of a good doctor, it is necessary to deal with the causes that caused the disease. These can be revisions of the company's plans, and cancellations or adjustments of decisions made ... A lot of things. Everything depends on the situation.

If the mistakes made led to negative consequences, when the company has already begun to suffer losses associated with negative information and its dissemination, then time becomes the most important factor! The time that was lost before. Any steps to correct the situation must be clear and consistent. Throwing from side to side will only exacerbate the situation. At this stage, there is no time to first take steps to neutralize negative information, and then return the departed customers. At this stage, many processes will have to be done in parallel to each other, and it is extremely important to track that the processes do not contradict each other.

relation

Each negative information occasion has its own characteristics, its own semantic coloring, its own theme, its own forms, its genres and, finally, its goals. With all the abundance of negative information, it can still be classified into four types, which have the most pronounced typical features inherent in each of these types.

 Critical information  Distorted information

 false information

 defamatory information

Critical Information is information that reveals

objectively existing shortcomings in the activity

organizations. As for individuals, on whom critical information can be focused, in addition to their activities, their various actions, behavior, misconduct, public speeches, scandalous facts, miscalculations, mistakes, etc., can also become the object of criticism, i.e. e. anything personalized with a particular personality. The main feature of critical information is its reliability in the reproduction (statement) of facts, events, phenomena that actually took place. Any fact, event, phenomenon claiming public attention or public interest can serve as a reason for critical information. The most typical causes that cause the appearance of various critical

materials in the media are given below:

 ill-conceived (illiterate, slovenly, indecent,

obscure, stupid) phrase, sentence or remark,

expressed publicly;

 internal conflict in the organization;

 scandalous situation;

 unprofessional production activities

(activities) of the management and (or) personnel of the organization;

 the results of audits of the organization's activities, which have

public interest;

 an emergency due to the fault of the organization;

 offense;

 inadequate public behavior;

 Reliable information of a compromising nature;

 incompetent managerial decision (order)

or action.

The appearance of critical materials in the media is due to

different circumstances, as different as

information occasions, but you can choose the most

typical:

 journalistic objective investigation on a specific

topic or problem, leading to the discovery of one, several or many negative facts, which became the basis of the subsequent

critical material;

 simple summary, i.e. neutral reflection

specific fact (event or phenomenon), calculated on

public demand or initiated

public demand;

 biased critical material, i.e., critical

information for the purpose of deliberately damaging the image of the subject.

With regard to critical information, one cannot count on legal measures, because if the existence of critical facts is confirmed and proven, then they cannot be refuted by civilized legal methods.

The most acceptable and effective method in restoring the image from critical information is proper response on her. A proper response is a specific set of measures in order to localize, neutralize,

Eliminate negative consequences for the image of the organization

(individual) as a result of critical information in the media in her (his) address.

Proper response involves the following algorithm of actions. It consists in preparing a response to the editorial office of the media that published critical material against the organization (individual). The answer has two parts.

 recognition expressed in critical information by the media

shortcomings or guilt (mandatory position);

 public apology (desirable position).

 a list of specific measures to eliminate deficiencies,

expressed in critical media information.

Distorted information- this is a type of negative information in which individual facts, information, events, phenomena, quotes are unreliable and do not correspond to reality, which distorts the meaning of all information and misleads society. It is obvious that distorted information can, to varying degrees, negatively affect the image of an organization and/or individuals.

Today, based on the analysis of the practice of the Russian media, we can confidently state that distorted information is the most common among all types of negative information. Organizations, their leaders, public figures, etc., are most often faced with distorted information, and it is precisely because of distorted information that problems of their image most often arise.

Typical reasons that can cause the appearance

distorted information:

 technical errors;

 lack of agreement;

 Information source error.

Various circumstances for the appearance of a distorted

Information can be grouped into three typical groups:

 human factor;

 lack of competence;  intent.

The practice of response of legal entities and individuals to

distorted information in the media, the practice of relations between organizations and media editorial offices is the basis for counteracting this type of negative information. It consists in a requirement from an organization (individual) to the editorial staff of the media, which allowed distorted information to be “published”, amendments.

An amendment, in essence, is a correction of an incorrectly stated

piece of information: quotes (source, respondent),

information, facts, events in subsequent releases of the media (edition, channel, studio) that allowed this distortion (distortions) in the published material. Thus, correcting a distorted piece of information restores the correct meaning of all information. Of course, such a correction looks, albeit belated, but still an active counteraction, and contributes to the restoration of a damaged image or reputation.

subject. In other words, the correction effect is not at all

absolute, and yet, this is the only optimal option for an adequate response to the appearance of distorted information in the media.

Falsified Information- this is information, which, along with reliable facts, events, information and phenomena, contains unreliable ones. Inaccurate facts, events, information and phenomena are not the result of an error, oversight or incompetence of the author of the material, but are deliberately introduced into the material, i.e. deliberately.

Falsified information is always based on a certain dosage of reliable and far-fetched information. The degree of such dosage varies, and it all depends on the specific situation and specific goals in each case.

Typical reasons that can cause the appearance of falsified information, in general, can be reduced to one - a generalizing reason: intent. Purposeful malicious intent with a specific goal of causing harm (damage) to the image or reputation of an organization (individual).

Circumstances conducive to the appearance of falsified information deliberately directed against someone specifically can be: competition, hostile relations, revenge, self-interest, blackmail, etc. In terms of real and

fictional facts in the construction of the material, it is enough

it is easy to create a final convincing picture for the uninitiated (not familiar with the specifics, nuances and features of the activity) subject.

The effectiveness of countering counterfeit

information to a large extent depends on the promptness of the organization's response, and the faster such a response is organized, the less harm will be done to its image. Scheme of organizing counteraction to falsified information with

using the selected most effective measures in

depending on each specific case of the appearance of such information, presented in Fig. 1 looks like this

falsified

information

Response options

Requirement

denials

(Articles 43, 44

Law "On Mass Media"

information"),

civil

code of the Russian Federation)

Requirement

(Article 46 of the Law “On funds

mass

information"),

civil

code of the Russian Federation)

Requirement

compensation

losses and

compensation

moral

civil

code of the Russian Federation)

Special measures General measures

A legal or natural person may, as a measure

countermeasures choose the following options:

 request for refutation;

 Demand for Refutation and Demand for Reimbursement

losses and compensation for non-pecuniary damage;

 demand for a response;

 claims for damages and compensation

moral damage;

It should be pointed out here that the claim for damages applies to a legal entity, while the claim for compensation for moral damage applies only to an individual. Consider the feasibility and effectiveness of each of the countermeasures against falsified information shown in the diagram based on existing practice.

Refutation. In Russian law

norms are provided that give legal entities and individuals the right to seek refutation of negative information addressed to them. It should be recognized that the effectiveness of refutation depends on the specific situation. In many cases, the expected effect of publishing a retraction does not work. The bottom line here is that the order of refutation, according to Art. 44 of the Law "On the Mass Media" is of a rather general nature and often does not correspond to the interests and desire of the organization (individual) to restore its good name. An evasive definition that a refutation in a printed periodical should be typed in the same font and placed under the heading "Refutation", usually, in the same place of the strip as the refuted message or material. On radio and television rebuttal must

be transmitted at the same time of day and, usually, 108 the same in

transmission, which is the refuted message or material.

We have highlighted the phrase - "as a rule." This verbal construction instantly deprives the given norm of the imperative, giving it a recommendatory character - by default. That is, the editors of the media, if they deem it necessary, can circumvent this “as a rule”, and at the same time they will not violate the law, referring to a number of the most logical circumstances why the refutation is posted on the wrong page, voiced in the wrong program. Thus, the effect is significantly reduced.

See: Art. 44. Law of the Russian Federation "On the Mass Media". - http://www.medialaw.ru

Rebuttals. Third party consumer of information,

one who has read falsified information may not find or hear the refutation itself.

If only one falsified fragment is placed in the material, then the refutation will be understandable and accessible to the audience. And if there are several such fragments? Then you have to refute each of them, in turn, constantly introducing the audience to the course of what was stated in the fake and what is subject to refutation. In this way, it is quite easy to confuse anyone, especially those who are not privy to the essence of the falsified information that has been published. The effect will be highly questionable.

Finally, the legislator, having provided for the norms and the algorithm for the procedure for refutation, did not indicate a clear form for its placement, assuming that everything is clear anyway. In practice, this means that, formally observing the law, the media editors can place a refutation as it pleases.

Thus, refutation is not always the best countermeasure against falsified information. It is effective when it comes to a single falsified fragment in the material or if the degree of falsification has not significantly affected the image (reputation) of the subject. And the use of a refutation is very inefficient if a planned campaign of falsified materials is organized against an organization (individual) if

caused significant, and even huge public outcry.

In such a case, as another special measure

counteraction, the most effective will be the demand for a response.

A response to information posted in the media that affects the interests of an organization (individual), including, of course, negative information in the form of falsified or deliberately distorted information, implies much more opportunities for the injured party to express its opinion, unlike a refutation. The answer provides a legitimate opportunity for a full-fledged format and

the essence of a public statement. If organizations

(individual) is what say, object to information directed against her, then this necessary do. The answer can and should contain not only episodes that refute the falsification, but also reasoning, assessments, conclusions, even

their reflections on public falsification in their address. At the same time, it should be borne in mind that the editors of the media have the right to place their comment on it next to the answer, and they will do this without fail in order to once again state their position or at least justify themselves, and they will carefully look for weaknesses in the answer in order to comment on all this to his own. The goal here is obvious - the consumer of information (audience) will compare both the material of the media editorial office and the answer to it, and will lean on the side of the one who can manage this audience convince in his own right.

Most often, the need for a response occurs when a planned information attack or campaign occurs against an organization (individual). And this campaign causes a significant public outcry. Society may well be negatively opposed to an organization (individual) as a result of such a campaign, and therefore the response of an organization (individual) during an information attack of this campaign can significantly reduce the intensity of passions, or even completely nullify the intent to unleash a campaign of public fakes. In this regard, the effectiveness and efficiency of the response is undeniable.

Since falsified information is deliberately aimed at the image of an organization (individual) and, accordingly, negatively affects its honor, dignity and reputation, when the right to honor, dignity and business reputation is violated, it must be protected by law. The designated concepts - honor, dignity, reputation (including business reputation) - refer to intangible benefits. Honor, dignity, business reputation are moral categories. Honor and dignity reflect the objective assessment of the subject by others and his self-esteem, that is, the subject's subjective ideas about himself. Business reputation is an assessment of the subject's professional qualities. These categories are subject to protection on the basis of Article 152 of the Civil Code of the Russian Federation.

defamatory information- this is information in which all publicly stated facts, events, information and phenomena

are unreliable. In slanderous, as in

falsified information, deliberate unreliability in the material is nothing but the result of malicious intent, then

there is a deliberate damage to the image (reputation) of a particular

organization (individual).

Most often, slanderous information (especially in the 90s of the last century) was used in political election campaigns and was one of the varieties of "black" PR-techniques using the media. The use of slander is fraught with the fact that it is easily determined and refuted, which means that it threatens with sanctions against its manufacturers and distributors. In politics, in the economy, in the social sphere, modern media practice is based on a reasonable pragmatic approach to the use of negative information in relation to specific subjects, and in this regard, just slanderous information, as the most odious and threatening, including a drop in the rating and the editorial board itself. The media that uses fabrications in their materials is very rare.

Nevertheless, tabloids can put slander on the stream as one of the means of their survival, existence and prosperity (for example, one of the Moscow tabloids, having published a slanderous piece that V.V. Putin is going to divorce his wife and marry Alina Kabaeva, has reached

the desired scandal and increased the circulation of the publication109).

A. Sanaev's book "Russian PR in Business and Politics" gives an example of how one large commercial Moscow bank, in order to defame the director of a reputable state

NII, used the St. Petersburg tabloid to publish frank and

slander against the director and achieved results.

Defamatory information can be directed both against organizations and against citizens. Russian criminal law, however, does not provide for criminal prosecution for libel against organizations (legal entities), including state structures. The appearance of slanderous information in the media is conditioned for its initiator by the fact that he needs an instant - today's effect. He is well aware that tomorrow she will be exposed. And yet, if the benefit from its momentary

See: Newspaper "Moscow correspondent" dated 04/18/2008.

See: Sanaev, A. Russian PR in business and politics / A. Sanaev. - M.: Os-89, 2003. - S.

appearance will exceed all possible consequences, then

defamatory information will appear.

The image is more susceptible to attack by falsified information, which is prepared and taught more thoroughly and better than slanderous information. Therefore, the damage to the image from it is greater, since it looks more reliable. Slanderous information resembles an attack, the effectiveness of which is transient. At the same time, taking into account the responsibility for libel against individuals provided for by the legislator under the Criminal Code, it is also advisable to keep in mind the existing sanctions for public libel. Public insult, although it is not public slander in the form of the identity of a criminal act, nevertheless, in fact, can adequately, like public slander, cause some damage to the reputation and image of the subject. Therefore, it seems correct, in the format of measures to counter slanderous information, to add the actions of an organization (individual) within the framework of the current criminal legislation protecting its (his) interests and rights in relation to liability for public libel and public insult set forth in Part 2 of Art. 129 and part 2 of Art. 130 of the Criminal Code of the Russian Federation. Thus, the diagram below in Fig. 2 differs from the above in these additions.

defamatory information

Requirement

denials

(Articles 43, 44

Law "On

mass media

information"),

Requirement

(Article 46 of the Law “On funds

mass

information"),

Requirement

compensation

losses and

compensation

moral

attraction to

criminal

responsibility

based on part 2

Criminal Code of the Russian Federation

(at public

Special measures General measures

It is necessary to distinguish from slander the so-called defamation, that is, the public dissemination of defamatory information, regardless of whether they correspond to reality. In pre-revolutionary Russian criminal law, defamation was punished as an independent crime. In the criminal law of the Soviet period, defamation was not provided for, which was given a certain ideological justification. It was believed that in a socialist society, everyone's personal life should be open to criticism and self-criticism. The very concept of "privacy" was rejected.

The constitutional right of everyone to

inviolability of private life, personal and family secrets (Art.

23) brought to life the question of restoring the legal concept of defamation.

Thus, the presented technology, in our opinion, allows you to build effective protection against information threats and media attacks against individuals and organizations. It is simple and accessible to use, and can serve as a practical guide for managers and employees of the organization,

involved in the management of the processes of formation

information security, as well as a study guide for students wishing to specialize in this area.

Summing up, it can be stated that

technologies described above, aimed at

efficiency of management of formation processes

information security of society, have a pronounced social orientation. The implementation of such technologies is also complicated by the emerging contradictions in the implementation

See: Constitution of the Russian Federation. Constitution of the Russian Federation //

"Rossiyskaya Gazeta" dated 12/25/1993.

These technologies and existing information rights and

freedoms, especially when owners and owners

information resources and ICT interpret in their own interests the letter of the norms of these rights and freedoms, neglecting their spirit. Nevertheless, the reasonable use of technologies aimed at protecting the spiritual, ethical and moral values ​​of society can reduce the level of information threats and their sources on the interests of society in the information sphere.

Test questions:

1. Name the types of negative media information.

2. What are the main reasons for the appearance of a critical

information.

3. Formulate the essence of the distorted information.

4. What are the differences between falsified information

from slanderous.

5. Identify effective ad hoc countermeasures against falsified information.

Literature:

Main:

1. Markov A.A. Theory and practice of mass information.

Lecture notes. - SPb: SPbGIEU, 2011.

2. Markov A.A. Public relations in protecting the image from

negative media information (in terms of information security of the individual and organization). Monograph. - St. Petersburg: RGGMU, 2009.

3. Markov A.A. Current issues of information

security in a post-industrial society. Monograph. - SPb: SPbGIEU, 2010.

Additional:

1. Federal Law "On Mass Media"

[electronic resource]. Access mode:

http://www.medialaw.ru/laws/russian_laws/txt/8.htm.

Federation. Russian newspaper of 25. 11. 2000., No. 227 (2591).

3. The Constitution of the Russian Federation. Constitution

of the Russian Federation (adopted at a popular vote on December 12, 1993) // Rossiyskaya Gazeta of 12/25/1993.

4. The concept of improving the legal support of information security of the Russian Federation. Project. - Internet resource of the "Agentura" project: [electronic resource]. Access mode:

http://www.agentura.ru/dossier/russia/sovbez/docs/concept/.