Summary

Summing up the outcomes of February 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 ASR related materials increased, which testifies to the increase in mass media activity and the increase in the number of ASR related newsbreaks. February witnessed mostly positive references.

The visit of the Chinese Builders Association and conclusion of a Memorandum of Cooperation became the main newsbreaks of the month, at that one can point out that this event was covered by all segments of the information sources.  

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

Analyzing the other issues related to ASR activities, which were covered by mass media it is possible to state 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 in general the information field is stable: the number of daily materials amounted to 9-11 in February; in comparison with the second ten-day period of January (10-13 publications) February witnessed a certain decrease in the number of publications. However, the figures of February are stable, which proves that mass media interest in the Association also remains stable.   

Figure 1: ASR publications dynamics, February, 2007.

The diagram shows a sharp increase in the number of references on the 7th of February. This is due to the visit of the Chinese Builders Association to Moscow; this very event became the main newsbreak of February.  The following issues were discussed most frequently in information publications:

- self regulation in the construction industry;

- N. Koshman’s visit to the USA;

- development of the construction material market;

- development of the  low-rise construction sphere;

- exhibition “Construction industry in the Russian regions”

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 (59 %, 48 %– last month) still dominate the information pool. Electronic mass media, the greatest percentage of which being area-specific sources, remain providers of current information on a par with news agencies, giving coverage to all major events related to ASR and the construction industry in general.

Figure 2: Mass media structure. News agencies – 9 %, TV and radio – 1 %, Federal press – 21 %, Regional press – 3 %, Internet editions – 59 %, Area-specific press – 7 %. 

The share of news agencies (9 %) in comparison with the previous month (22 %) considerably decreased, however, this information pool was the first to give coverage to the issue concerning the visit of the Chinese Builders Association to Moscow, as well as to the most significant issues of the month. “Finmarket” was the most active news agency in February – its share in the total number of events covered by news agencies amounted to 50 %.   

Federal printed editions (21 %, 10 %– last month) occupy the second position in the information source rating and still retain leading positions in terms of analytical articles giving a comprehensive coverage to ASR activities.  One can say that it is the federal press that exerts the greatest influence upon ASR information image. In February the Association was mentioned in federal editions in connection with the following issues:

- visit of the Chinese delegation to Moscow;

- self regulation in the construction industry;

- development of the low-rise construction sphere;

- dynamics of real estate prices.

The number of publications in the area-specific press (7 %, 15 %– last month) decreased. This segment of the information sources gives 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. In February the area-specific press paid special attention to news related to the basic aspects of ASR activities. 

The share of the regional press (3 %, 4 % in January) still slightly decreases. The regional editions gave the widest coverage to the following issues: development of the low rise construction sphere, development of the construction material market and real estate price dynamics in regions. Figure 3 shows the regions characterized by the greatest activity displayed by press in February.  

The share of TV and radio publications  is still not big – 1 %. Only one ASR related reference was registered in this information pool in February, i.e., Channel TVC, program “Delovaya Moskva” (Business Moscow) dedicated to the issue of interest-holders.   

The total number of references within the period under consideration amounted to 117; in comparison with January (104) a gradual increase in the number of mass media publications is observed.

Basically, February witnessed positive and neutral references in mass media.  Upon that it is necessary to note that the positive references prevailed in February. There were no negative references in the mass media information pool within the period under consideration.

Personalities: the main players in the information field

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

Figure 5: ASR Newsmaking. N. Koshman – 30, V. Ponomarev – 6, V. Shvets – 5, I. Dmitriev – 1, V. Drokin – 1, P. Goryachkin – 1, O. Soloschansky – 1.

A great number of materials dedicated to self regulation in the construction industry actively quoted ASR President.   Taking into account the fact that coverage of the law on self regulating organizations in mass media can be considered key issue of the month in terms of the quantity of references, it is perfectly clear that the greatest percentage of all publications mentioning ASR and Nikolai Koshman quoted his comments on the issue:

Control on the part of experts should complement the state control. Besides, each participant of a self regulating organization should take responsibility for his own actions himself, not “pass the buck to the team”;

President of the Builders Association of Russia Nikolai Koshman backs up the proposal to make amendments to the RF Town Planning Code supposing that it will create an opportunity to establish new regulatory institutions on the construction market. Besides,  in his opinion, it will efficiently prevent unfair participants from penetrating the market;

Transition from licensing to self regulation will make all market participants equal and induce them to act in a proper way; swindlers and so called “pyramid schemers” will be ousted from the market;

If self regulation existed at the moment we would not face the problem of co-investors as such. Unfair companies would hardly have an opportunity to implement construction activities, even if swindlers penetrated the market a self regulating organization would reimburse flat buyers for the damage;

Nikolai Koshman suggests that so called “multi-level” self regulating organizations be established. It means that several levels will be established within an organization and companies will be graded when joining a self regulating organization. The lower grade a company gets the narrower range of activities it will be allowed to perform.   

Mass media also focused on N. Koshman’s comments on low-rise construction development:

Low-rise construction boom  will begin in case land plots are allocated free of charge, and the state incurs the lion’s share of infrastructure expenses;

President of the Builders Association of Russia Nikolai Koshman believes that it is impossible to achieve the level of 80 mln. sq. m. per annum by 2010 unless the private construction sphere is expanded.

Vladimir Ponomarev occupied the second position among the newsmakers of the month.  His comments on implementation of the national program “Affordable houses” were reflected in mass media among other issues:

The main reason of difficulties arising in the process of implementing the national program ”Affordable houses” is fatal errors made in the course of its development. It barely defines the notion of comfortable and affordable houses. It completely lacks such sections as providing poor citizens with municipal housing facilities. Furthermore, it ignores the experience, including that of Russia, in forming a rental housing sector. The main stress is laid upon purchasing.

Head of ASR Science and Staff Development Department V. Shvets occupied the third position among the leading newsmakers of February. His comments on failed cooperation between ASR and the Russian Orthodox Church were reflected in mass media among other issues:

During one of the meetings initiated by ASR Board of Directors Shulgina (note: Head of the Center for Investment Programs) presented proposals to invest into 10 projects initiated by the Russian Orthodox Church. However, they were all declared unattractive in terms of investment costs;

The exhibition “Construction industry in the Russian regions”, which took place in February, became one of the major events of the month. Within the exhibition framework the Association presented the exposition of the 2nd round of the competition among the projects by the students of civil engineering universities and vocational schools.  The comments by V. Shvets on the competition objectives were reflected in mass media:

The competition among students’ diploma and course projects initiated by the Association is of current interest as it offers up-to-date projects dedicated to constructing low-rise public welfare homes.

Source: PR and Information Analysis Department of ASR.