Leaked Kremlin Media Playbook: Spin Ukraine's Refinery Hits as Attack on 'Car Owners'

After Ukrainian forces struck Wildberries logistics centers in Elektrostal and Kotovsk, as well as an oil depot in Noginsk, the political bloc of Russia's presidential administration circulated a detailed propaganda playbook to state media employees. According to the leaked document, strikes on oil refineries should be portrayed as attempts to "create difficulties for car owners," while attacks on Wildberries warehouses are to be framed as blows against "Russian small business." The strikes themselves are described as "PR attacks."

To distract Russians from the Ukrainian strikes, the document's authors urged editors to emphasize that "Vladimir Putin has effectively cut Ukraine off from the sea." They also recommended covering Russian military strikes on Ukrainian cities, particularly highlighting that overnight on July 19, Russia carried out "the most massive 'ballistic' strike on Kyiv," which allegedly destroyed munitions that "the enemy wanted to unleash on Russia."

The guidance further instructs propagandists to report that "Ukraine will be left with no warehouses, no fuel, no trains, no substations," framing the Russian army's actions as aimed at finishing off Ukraine's transportation and fuel system. "Dark times await the enemy's logistics," it adds.

Another recommendation is to cover a post by the Defense Ministry on the Max messenger app, published on the day of the 2026 FIFA World Cup final, featuring a missile system photo with the caption: "Today is definitely not the final — we're loaded and pressing on."

An employee at a pro-Kremlin outlet familiar with the document said it gave the impression that the Kremlin is trying to convince citizens it is "fighting for real" and delivering a "response" to Ukraine. "Can this reduce anxiety? I don't think so. But they clearly feel it's a problem, given how directly they mention it," the employee said.