According to the absolute data of the quantitative and qualitative analyses the following trend can be traced: the number of publications mentioning ASR decreased, which testifies to a decrease in mass media activity; there is continuous growth of the number of positive references, which is due to the fact that mass media gave positive coverage to ASR related events.    

Summary

November: Summing up the outcomes one can point out the following significant peculiarities:

according to the absolute data of the quantitative and qualitative analyses the following trend can be traced: the number of publications mentioning ASR decreased, which testifies to a decrease in mass media activity; there is continuous growth of the number of positive references, which is due to the fact that mass media gave positive coverage to ASR related events.    

Signing of a cooperation agreement between the Builders association of Russia and the government of the Murmansk region became the key issue of the month, which gave rise to numerous publications. This event was positively perceived by mass media, one can point out that editions made their best to convey exhaustive information to the audience.

Generally, the fact is that this event has exerted significant influence upon the positive character of the information field related to the Association.

Analyzing other issues related to ASR activities, which were covered by mass media it is important to note that the company’s activities are basically perceived positively.  Mass media gave wide coverage to the comments by the top management and representatives of the Association, practically all significant issues are commented on, the activities of the Builders Association of Russia are reflected in a proper way.

There are still no problematic and negative materials, which contributes to the positive image of the company.

General dynamics of the ASR activities coverage  

Figure 1. shows the chronological diagram concerning references to the Builders Association of Russia in Russia's mass media pool (all sources of information).

Analyzing the overall average one can notice that November saw growth of interest of mass media in ASR activities – from the average number of 12 materials daily at the beginning of November to 14-15 materials daily in the second half of the month. In comparison with October November daily witnessed a decrease in the average number of publications; however, this figure is more stable in November than in the previous month.

Figure 1.  

The diagram shows a decrease in interest displayed by mess media in ASR activities within the first ten-day-period of November, which is due to the absence of major events. The second ten-day-period of November witnessed a sharp increase in the interest of mass media in the issues under analysis, which is due to a number of major events related to ASR activities:

• signing of a cooperation agreement with the government of the Murmansk region;
• making amendments to the RF Town Planning Code concerning self regulation of  the town planning industry;
• meeting between ASR President Nikolai Koshman and President of Abkhazia Sergei Bagapsh;
• revision of the law “On technique regulation”;
• signing of  an Agreement of Intent concerning development of the construction sector with the Association of Chinese Builders.

As for the rest, all “peaks” and “sinks” are wholly due to the temporal factor: i.e., an increase in mass media activities occurs at the beginning of the week, the time characterized by “accumulation” of news, while “sinks” are registered at weekends.

Qualitative analysis of information field

Figure 2 shows a pie diagram containing different types of mass media, which provided an area-specific coverage. 

As one can learn from the diagram, Internet editions still dominate the information pool. The majority of sites publish the information obtained from other sources (either press or news agencies); this fact accounts for the great number of publications in electronic mass media. It is also important to note an increase in the share of news agencies and federal press.   

Figure 2. Massmediastructure

News agencies – 21 %, TV and radio – 1 %, Federal press – 11 %, Regional press – 14 %, Internet editions – 46 %, Area-specific press – 6 %, foreign press – 2 %. 

At the same time a distinct area-specific orientation is observed. News  agencies are the main providers of current information, as the greatest number of comments by leading newsmakers are published in this mass media pool; besides, agencies act as generators of newsbreaks, presenting basic information related to ASR activities. Later these newsbreaks serve as a basis for publications in printed press and electronic mass media.   

Federal printed editions playing “second fiddle” retain their leading positions in the category of analytical articles giving the widest coverage to ASR related events.  Besides, due to its specific character this mass media pool serves as a provider of various interviews, which, in their turn, more or less penetrate other types of mass media. One can say that it is the federal press that exerts the greatest influence upon ASR information image.

The share of the area-specific press also increased considerably: as a rule, these editions give coverage to the most remarkable events in the construction industry and conduct market analyses in some way or other referring to the Builders Association of Russia.

The number of publications in the regional press also increased. Basically, this trend can be explained by objective factors: according to the research signing of a cooperation agreement between ASR and the government of the Murmansk region became the key issue of the month for regional mass media, due to this fact the number of publications related to this event in the regional press increased.  Signing of a cooperation agreement between ASR and the government of the Murmansk region practically ousted other newsbreaks.  It is also important to note that the editions from St. Petersburg, Samara and Murmansk were the most active while giving coverage to this event.  

The meeting between ASR President Nikolai Koshman and President of Abkhazia Sergei Bagapsh became the key newsbreak in foreign mass media; due to this event this month saw a slight increase in the number of publications in foreign mass media in comparison with the previous month.   

TV is represented only by one reference (program “Spetsialniy korrespondent” (Special correspondent) on RTR), i.e., a comment by Nikolai Koshman on establishing self regulating organizations in Russia. 

The total number of references within the period under consideration amounted to 177; in comparison with October, November witnessed some decrease in the number of mass media publications.

Basically, November witnessed both positive and neutral references in mass media; however, it is important to note that the number of positive references is greater in November in comparison with the previous month.  This occurred due to newsbreaks related to promotion of ASR international and regional relations. Negative references were not traced in mass media information pool, as well as in October.

Figure 3. Structure of references – Positive – 60 %, Neutral – 40 %, Negative – 0 %.

Personalities: the main players in the information field

ASR President Nikolai Koshman again became the leading newsmaker of November. The considerable part of materials published within the period under consideration was based upon his remarks and comments.  

Practically all materials dedicated to the draft laws “On technique regulation” and establishing self regulating organizations actively quoted ASR President. Taking into account the fact that coverage of the above mentioned draft laws in mass media can be considered key issue of the month in terms of the quantity of the references, it is perfectly clear that the greatest percentage of all publications mentioning ASR and Nikolai Koshman quoted his comments on the issue:

• as for the draft law on self regulation in the construction industry, according to Chairman of the State Duma Property Committee Victor Pleskachevsky, in three weeks it will be introduced into the State Duma and, probably, will be adopted in the first reading already this year. The document is being drafted in cooperation with the Builders Association, which lays claims for the role of one of self regulating organizations.

"Licensing has completely discredited itself. Within the framework of the new law companies will have to meet harsher requirements. Not every company will be able to turn into a self regulating organization”, ASR President Nikolai Koshman said.  According to his words the law will determine the criteria for admission of construction companies to self regulating organizations; on the other hand, the construction standards will be worked out by the organization itself. 

 "Withdrawal from self regulating organizations will signify the end of company’s construction activities”, Koshman warns.  

• …the technique standards determining safety of construction works do not work”, ASR President Nikolai Kosman stated.  

According to him “nowadays it is not clear which responsibilities each legal entity has. We have the Ministry of Industry and Energy, the Ministry of Regional Development and the Ministry of Justice, which does not register fourteen construction regulations and standards, which have already been elaborated and we can only guess the reasons”.

• "The Federal Law 'On technique regulation' poses threat to Russia, for it was drafted and adopted in 2002  regardless of numerous warnings of the construction community and without participation of the experts in the construction industry ",– Nikolai Koshman stated.
• “The law on technique regulation in the construction industry was adopted in 2002. According to this law all construction regulations and standards should be suspended”, – ASR President Nikolai Koshman explained to newspaper “Novie Izvestiya”.  – New regulations have not been adopted yet; moreover, it is not clear when they are adopted at all, and for the time being, companies build just as they choose. According to the new law anybody is authorized to elaborate regulations and standards – any layman. When our association represented by major construction companies and R&D establishments made an attempt to take part in the competition in elaborating regulations and standards, it lost. Do you know who won the competition? A certain company named “Sunny”. It specializes in gas masks and has only 4 employees”. Nikolai Koshman claims that the Builders Association instructed its members to comply with old standards but many small companies try to economize on construction materials and safety measures, “which will lead to deplorable consequences both for business and , above all, for the tenants”.

Signing of a cooperation agreement between ASR and the government of the Murmansk region became one of the most important newsbreaks of the month. Within the framework of this agreement a cement factory and a brick-making plant will be constructed in the region. Mass media published the comments by N. Koshman on the issue:

• We are extremely interested in cement, - ASR President Nikolai Koshman admitted. – Because today the situation with cement is deplorable. The price for cement rose almost fourfold within one-year period. And it leads to appreciation of construction works in general. The matter concerning cement factory construction in the Murmansk Region should have been settled yesterday. Of course, we are also interested in bricks, chips, construction of housing and transport facilities. As for cement... Construction of such a factory is going to become a significant breakthrough in the construction industry not only for the north of Russia but also for the whole Northwest Region.

ASR Vice President Vladimir Ponomarev also became one of the leading newsmakers within the period under consideration. His comments are mainly dedicated to economic and financial issues concerning development of the construction infrastructure:  

• The easiest way to accelerate construction of utility infrastructure is to introduce direct financing. “Providing state guarantees implies that the industry possesses assets, - ASR Vice President Vladimir Ponomarev says. – As for the economics of housing and public utilities – it leaves much to be desired – there is neither a clear-cut tariff system nor concession agreements, nor the law on financial restructuring. In our case only direct state investments can save the situation – for example, public loans”.
• ASR Vice President, Head of Affordable Housing and Mortgage Department Vladimir Ponomarev  is certain that in the near future the auction mechanism is going to become a panacea neither for rise in house prices, nor for administrative barriers:

Russia still has no civilized land market. And until this market is developed both abuse of power and uncivilized auction mechanisms are going to exist. Nowadays the country experiences an acute deficit of housing facilities. Under the circumstances selling city land plots at auction does not help to keep prices in check. Only a radical increase in housing construction volume will contribute to it.

• According to ASR Vice President Vladimir Ponomarev it is necessary to minimize the role of the state in implementation of the national program “Affordable housing”, for rapid development of social mortgage leads to an increase in market demand. At the same time supply remains the same.

Head of ASR Construction Pricing and Expert Analysis Department Pavel Goryachkin rates among leaders as well. The press laid an emphasis on his presentation within the framework of the scientific conference "Practical issues concerning the estimated costs in the construction industry” in Irkutsk:

• Head of ASR Construction Pricing and Expert Analysis, President of the Union of Quantity Surveyors Pavel Goryachkin spoke about the procedure of application and further development of the pricing regulatory system and dwelled upon the practical issues of elaborating and using the standards and tariffs for new construction technologies in quantity surveys.

PR and Information Analysis Department of the Builders Association of Russia.