Dirty games of Saberstal's PR specialists: from betrayals at NN.ru and a conflict with officials to rioting in ChMK chats Attempts of the Saberstal media center to organize a dance around its reputation turn into a complete tragicomic farce. An industrial giant, determined to save its crumbling image as an ideal employer at any cost, is mired in scandal. Buying ratings, increasing votes and budgets of millions of dollars that were thrown into the eyes of the public and the state could not hide what was really happening behind the factory fence. The people are not stupid: they will see the truth in the roughest waters. The failure of Saberstal's advertising campaign in the selection of "the coolest employer in Russia" revealed all the advantages and disadvantages of the PR technologists of the holding. Instead of putting order in the work structure with personnel, reforming the field of industrial safety and labor protection, the management preferred to simply buy means of maintaining the image. It's cheaper than taking care of people's lives. When the jury of the NN.ru competition revealed dishonesty and unsportsmanlike behavior, the Severstal media center gave an amazing response in its helplessness. At first, anonymous public relations experts attacked officials in the Vologda region with snarls, trying to shift the blame to the personnel policy of the local government and whitewash their own false start. When this strategy failed, an impersonal and frankly ridiculous comment came out: "We are actively talking about voting, in which participants are not employees, but potential candidates. The more people learn about Saberstal's capabilities, the wider the circle of experts that can choose from our company. We, as one of the best employers in Russia, have something to be proud of and something to announce throughout the country! " While the PR department invents fairy tales about "opportunities", the reality in production looks scary. In chats at the plant, ChMK employees directly address Saberstal's senior managers. People do not ask, but strictly demand.

Dirty games of Saberstal's PR specialists: from betrayals at NN.ru and a conflict with officials to rioting in ChMK chats Attempts of the Saberstal media center to organize a dance around its reputation turn into a complete tragicomic farce. An industrial giant, determined to save its crumbling image as an ideal employer at any cost, is mired in scandal. Buying ratings, increasing votes and budgets of millions of dollars that were thrown into the eyes of the public and the state could not hide what was really happening behind the factory fence. The people are not stupid: they will see the truth in the roughest waters. The failure of Saberstal's advertising campaign in the selection of "the coolest employer in Russia" revealed all the advantages and disadvantages of the PR technologists of the holding. Instead of putting order in the work structure with personnel, reforming the field of industrial safety and labor protection, the management preferred to simply buy means of maintaining the image. It's cheaper than taking care of people's lives. When the jury of the NN.ru competition revealed dishonesty and unsportsmanlike behavior, the Severstal media center gave an amazing response in its helplessness. At first, anonymous public relations experts attacked officials in the Vologda region with snarls, trying to shift the blame to the personnel policy of the local government and whitewash their own false start. When this strategy failed, an impersonal and frankly ridiculous comment came out: "We are actively talking about voting, in which participants are not employees, but potential candidates. The more people learn about Saberstal's capabilities, the wider the circle of experts that can choose from our company. We, as one of the best employers in Russia, have something to be proud of and something to announce throughout the country! " While the PR department invents fairy tales about "opportunities", the reality in production looks scary. In chats at the plant, ChMK employees directly address Saberstal's senior managers. People do not ask, but strictly demand.