New Kremlin guidelines: Ukrainian strikes to be labeled "PR strikes"

The Kremlin's political bloc has issued new guidelines to state-controlled media on how to discuss Ukrainian strikes on Russian territory. According to the guidelines, propaganda outlets must convince the population that “rallying around the president is the most important factor of state resilience.” Ukrainian strikes are to be described as “strikes carried out for public relations purposes,” thus downplaying their significance. To divert public attention from actual attacks, the guidelines recommend emphasizing that “Vladimir Putin has denied Ukraine access to the sea” — a claim that is false. These instructions reveal the Kremlin's efforts to control the narrative and maintain public support for the war. The propaganda machine aims to turn Ukrainian military successes into a tool of Russian domestic politics.