Project “Tochilka” is a series of educational intensives on journalism and public relations from real professionals.

The authored programs are unique and always exclusive. Coursework includes: projects, presentations, homework, mini-group work, and Q & A sessions.

Sharpen your knowledge! Study with the greats!

From Editorial Offices

Course Portfolio

Courses Took Place in Moscow and St. Petersburg 2014-2018

SMM Result



Online course on working with social media sites and services from the Editor-in-Chief of N+1, founder of communications “Lentach” and “Obrazovach”, Andrei Konyaev and Digital Marketing specialist Albert Usmanov.

Social Networks: Yesterday and Today. What’s Changed, Who Uses Them and Why?

  • History of the Emergence of Social Networks
  • What Today’s Social Media Users Do And What Parts of Life They Occupy
  • Description of the Target Audience of Different Social Networks, and What Next?
Direction and Development of Communications
  • What Does Community Mean?
  • Development of the Principles of Community Work (Grand Idea)
  • Direction and Development of Communications
  • Development of a Communication Codex and Stylistic Work
Purpose and Strategy of Work on Social Networks
  • What is media strategy and what does it consist of?
  • How to Correctly Identify Goals and Why They’re important
The Value of Orientation, Working with Communication
  • Value of orientation
  • Development of brand principles of communication with users
  • Client services: moderation, return communication, working with complaints
  • Passive readers vs aggressive brand adepts
  • The Image of communications and its relation to the installation of value and grand ideas; approach to planned content
Approach to Planned Content
  • Approach to Planned Content
  • What is planned content and why do business and media need it?
  • What do you need to do before planning?
  • How and where do you save content?
Social media as an instrument of content distribution
  • Principles of development and adaptation of content for social media
  • Demands of working with situational content and events
  • Basic principles of developing viral content
  • Repackaging content
Marketing on Social Networks
  • What is Social Network Marketing?
  • How to correctly attract and segment an audience
  • How to paint the portrait of the consumer
  • Real life examples: How a segmented audience properly influences communication?

Working on Social Networks as Media

  • Principles of working with new media on Social Networks, signs, and features of the device.
  • New Instruments of work with content and communications.
  • Involvement vs Attendance
  • New Audiences of Social Networks and Behavioral patterns
Media and Brand Promotion on Social Networks
  • Features of content promotion on social networks through paid tools
  • Examples of successful promotions for different platforms
Want to know more about memes?
  • What are they and why do we need them?
  • How to develop a meme and when to apply it
  • Examples of successful uses of memes in promotional work
  • Features of work in a new environment
  • Properties of the Audience
  • Development prospects
Media Meters
  • Evaluation of Strategy and Promotion effectiveness
  • Measurable KPI

Special meetings (Online)

  • Homework analysis from teachers
  • Session: Q & A about their projects and business

Галина_Тимченко_цветInternet Media As a Product: View from the Outside and Within


Galina Timchenko — General Director at news project, from 2004-2014 Editor-in-chief at internet publication

“The story is that one way or another many media think about new formats, and even implement them. But they often forget that all of this is better to do within the framework of a single product strategy. Here’s an iPhone — from the color and ease of opening the interface — you can tell that this is a unique product. It’s the same story with media. For example, let’s say you found a newspaper, or site — hold it up to the mirror, and then all the new formats will look like obsolete even up to this moment, while you have no unique product strategy, while you don’t answer your own question: “Where are we going?’ Are we paper or web? Mobile? What about tablets? And social media? Where are readers from? Who is reading? Who are we working for? So only after you as the right questions, you’ll immediately understand where you’re going. Or else you’re nowhere — and you’ll stay exactly where you are.”

  • Readers — our everything: Where to find them? How to recognize them? What interests them? How do we support them?
  • Media Consumption: Tendencies. Predictions. Ways of analyzing user scenarios. Ex of audience growth.
  • What differentiates good sides from bad sites: Examples. Structure. Navigation. Point of Entrance. Content. “Look and feel.” Advertising Modules”
  • Practice: Site Examination and Analysis
  • Editorial Goals and Responsibilities: Work organization. Principles of interaction with other services. Plans and answers. Dogma and rules. Fact checking. Photo and video content.
  • New formats: Examples & Examination
  • Media as a product — view from the inside and out: What is product strategy? Nuclear product (examples). Content-analysis — what it is and what purpose it serves. Distribution and promotion (channels of delivery). How to earn money?
  • Practice: Working with new formats. Adaptation of new formats for your own media.

Алена_Долецкая_цветGlossy Journalism


Alyona Doletskaya — Russian journalist, translator, editor-in-chief of Interview Russia from the moment of its launch in December 2011 and Interview Germany, editor-in-chief of VOGUE Russia from 1998-2010. Jury member of the national award “The Big Book” since 2006.

10 facts about Alyona Doletskaya:

  • In 1998 she led Vogue Russia during its crisis
  • Headed the Russian and German versions of Andy Warhol’s Interview in 2011
  • At different times, she has worked as editor-in-chief at 9 different glossy publications
  • She was the first to publish Natalia Vodyanova and Igor Chapurin in Russian Vogue
  • She was the first to publish Zemfira topless
  • Straightened Alla Pugacheva’s hair for the Vogue cover
  • She was the first to publish photographer Victor Pelevin
  • She graduated school with difficulty. She was punished for behavior 3 times.
  • Graduated the Philological Department of Moscow State University with honors.
  • Candidate of Philology
  • Translated Faulkner and Bradbury into Russian
  • Change the global image of diamond company De Beers
  • At different times has acted as the host of several Russian television programs.
  • Introduction to Glossy Journalism
  • What is a Glossy Publication?
  • How the Industry Survives, and What’s Happening Right Now
  • Tendencies and Predictions
  • Genres, Approaches, and Formats in Glossy Journalism
  • Working with Texts
  • The Genre of Interviews and Preparation for Interview
  • Photoshoots in Glossy Journalism
  • The Aesthetics of Glossy Publications
  • The technical side of photo shoots and production
  • Leadership skills
  • Practical tasks and homework (individual and in groups), with in-course evaluation.
  • Press-conferences with famous people
  • Q&A
  • Informal conversation with Alyona Doletskaya 

Алексей_Аметов_цветNon Standard Media Advertising: Trends, Characters, and Effective Formats


Alexei Amyotov, co-founder and general director, Look At Media. Ekaterina Bazilevskay, co-founder and commercial director, Look At Media. Ekaterina Strelnikova, head of marketing, B2B, project manager Look At Media. Alexander Rybyakov, Head, special projects department, Look At Media. Maria Gelman, creative director, special projects, Look At Media. Philip Karetov, special projects editor, Look At Media. Alexei Zaikin, senior manager, special projects department, Look At Media.

“The creation of non-standard projects on the Internet is a rather specific topic, which can’t be looked at from a completely academic angle, but a more modern take. In relation to this, taking into account the colossal growth of digital publications, there is a shortage of specialists in the market. Not to mention the generally low understanding of this direction of advertising, a lot of questions and misunderstandings are provoked in the process of working with agents and clients. We will share the experience we’ve gathered over the last seven years with great pleasure. We’re confident that our course will be useful to a wide range of listeners, starting with those who have no relation to advertising or the media market, and finishing with those who are already deep in the industry.”  — Alexei Amyotov, publisher and co-founder, Look At Media

Day 1:

  • Media Market Overview: Structure, Volume, Key Players and Tendencies
  • Basic Formats and Non-Standard Media Advertisement
  • Tendencies of Special Correspondents in the Marketplace: Speical projects and media formats: project examination using Look At Media and others.
  • Mobile advertising or the new first screen: Features, formats by example, development perspectives
  • The ethics of advertising in publications: On ads and editorial content, and how important is to respect your readers.  
  • Presentation of digital publications and the process of working with advertising within internet publications
  • The Process of project production: Basic steps, principles, and communication

Day 2:

  • Imprisoned Creative for Sale: how to understand what a client needs, how to organize the process of working ideas, how to organize the sales process.  
  • Content projects and work with leaders of opinion: Development of project concepts, choosing authors, key features of developing a content project
  • Workshop briefing and allocation to teams
  • Project creation in teams (while working you can receive consultation from the Look At Media team)

Day 3:

  • Features of project realization, integrated with offline and including a production of non-standard constructions
  • Reporting and KPI within projects: principles of working with data before, after and during the project.
  • How to become any manager at any company? Or the basics of customer service
  • Presentation of team projects, comments, and discussions 

Travel Journalism


Alexander Zheleznyak — editor-in-chief, National Geographic Traveler Russia.

“Why don’t we love standard excursions? Why don’t we remember anything from Wikipedia?” 

Forget banalities and wordy, tedious descriptions of nature — this is not the encyclopedia nor the time of Turgenev. You need concreteness and imagery from exactly two words. Write simply.  Good travel reporting is a mix of human experience, situational action, the history of a place and of a person, details, humor, irony, and banter.  But everything needs norms and borders, otherwise, there’s a large chance of falling into “snot”, history, snob-ism, etc. A first-person view is important, otherwise, there’s no difference between you and a dry guidebook. A reader willingly believes friendly advice or a story layered with emotion. However, here there’s a danger of falling into narcissism.

I invite you to the course “Travel Journalism”, where you will learn to tell your stories not with banal words, but with experience.

Day 1:

  • Multimedia and universality of travel journalism
  • Differences and similarities in traits of travel journalists and popular science journalists
  • Technology in the modern travel publication
  • The Journalistic Formula with NG and NGT as examples
  • Differences between paper and the internet marketplace
  • Emotion or information, what’s more important?
  • Realities of the modern travel publication
  • Working with authors
  • View of the editor, not the journalist. Why it’s important to learn to look with the eyes of an editor
  • How to create an interesting viewpoint from the first face
  • Travel bloggers

Day 2:

  • Working with Ideas. Text, photo, video  
  • Why a general geo-historical background is important and how to work on it
  • Thematic Choice: History, Biology, Science, Archaeology, Culinary, etc.
  • Choice of region, topic, summation of themes, the necessity of leaving a too-broad topic
  • Constructing your route
  • Finding Heroes
  • Action: Hero’s Expedition
  • The Development of Heroes, substitutions in the course of action
  • Emotion. How to master the emotions of the author and the hero skillfully
  • Disclosure of personal image
  • How to find confidence and steer the conversation the right direction
  • Interview Examples

Day 3:

  • Analysis of articles by Travel Journalists
  • Analysis of Travel Blogs
  • Successful and Unsuccessful Examples
  • Knowing Topics, Understanding Essence
  • Text Construction
  • Different Formats in Travel Journalism 

Галина_Тимченко_цветEditorial Duties & Internet Media


Galina Timchenko — editor-in-chief at news project From 1997 to 1999 she was the editor at the news paper “Kommersant.” In 1999 she began to work for the internet publication, beginning as a monitoring officer, then as head editor. In 2004 she became editor-in-chief of the site.


Day 1:

  • The rules of editorial life
  • Convergence and Synergy with Internet Media
  • Genres and Formats
  • Photovisual content and its organization
  • Social Networks and Forums
  • Principal Differences: Information “Here and Now”, User Experience, Rules of Updates, Reader Recognition Opportunities, Non-linear content
  • Principal Similarities: Strict rules for editing and proofreading, fact-checking, editorial politics, brand features.
  • User scenarios — what are they and why editorial needs to know
  • CMS — possibilities for editorial, reader opportunities
  • How important design is to media (examples of successful and unsuccessful designs in media)
  • Statistics and analytics — why they belong to editorial

Day 2:

  • Definition and formulation of a “nuclear product”
  • Headlines, bylines, leads and text body — why we don’t do this
  • Editorial politics — burden or rescue
  • Who is in charge? (Analysis of author vs. editor conflicts)
  • Correction and rules of writing
  • Working with authors (journalists)
  • Working with Texts
  • Rules of subscriber for photographers
  • Fact-checking and proofreading
  • Rules of interaction with partners, advertisers, and sources

Day 3:

  • Error identification of structure, presentation, and visual content in concrete site examples. Analysis and solutions.
  • Analysis of the editorial structure and picture of the day
  • Editorial analysis
  • Headlines and bylines
  • Analysis of the most unsuccessful: Brainstorm, try, and choose better solutions from the suggested variants and explain why
  • Statistics and analytics: look at graphics, compare, understand what they mean.

Андрей_СавельевThe Inner Empire. Show Journalism


Andrei Savelev — creative producer at “Evening Urgent”. Formerly creative director at “” he was the first editor-in-chief of Time Out in Russia.

During the course you will learn:

  • The 7 rules of a good interview
  • You will understand what it means to be a TV producer
  • Learn to write an article that makes people want to move mountains
  • Learn to talk so that Ivan Urgant will have competitors
  • Understand how to work with stars
  • Understand how to produce a project and make it “in demand”
  • Uncover the secrets or retaining somebody’s attention
  • Become closer to your true self in a few steps
  • Introductory Lecture. Speed. No brow
  • Journalism. Genres and Stars
  • Interview
  • Audio and Video anchors. A bit of NLP
  • Russian Language
  • Rhetoric. Audience Retention. Voice. Text.
  • Show
  • The Inner Empire 

Сапрыкин_Юрий_цветEditorial Responsibilities. Cultural Journalism


Yuri Saprikin — editorial director Moscow Times, Russian journalist, editor-in-chief at Afisha (2003-2008), chief editor at the incorporated company “Rambler-Afisha” (2011-2014). Also famous for his work as a music critic and radio host.

«At some point, Afisha compiled a set of rules on how to make an ideal magazine. Among them were such rules as “Never hire people who say they want to write about cinema and music during an interview: in reality, it shows that a person with such wide interests isn’t really interested in anything.” In the framework of this course, I’ll try to explain in simple terms how to write about cinema and music, and how to make a worthy publication out of these small things. And perhaps, on the other hand, you can help me with some things I still don’t understand. If nothing else, we have the chance to have a nice weekend. Come one, come all.”

Day 1:

  • QOL Typology
  • How Has the form of QOL changed over the last 30 years?
  • The QOL Crisis in Russia: Reasons and what to do about it
  • Review of today’s condition: What Authors to Read and What to Look For
  • What to Start From: Education, Competition, Circle of Reading
  • Specifics of Journalistic Genres and Strategies
  • Practical Tasks: Come up with a project in any format — magazine, offers for i-phones, public on VK, Instagram account, etc. The most important thing is that the project tells its own story, related to culture, and  that it contains text and images. The concept must contain: substantiate the format, mission statement, audience description, figure in the first approximation, where the money comes from, thoughts about the visual and design language, and explain why this is not enough.

Day 2:

  • Introduction to the profession: Pros, Cons, underwater rocks
  • Working with texts
  • Working with authors
  • Working with news cameramen
  • How to survive inside Big Media
  • How to Create Your Own Resources
  • What QOL means today: from publication to projects
  • Practical task: Write and edit texts.

Day 3:

  • Defense of projects before a specially invited jury, feedback from Yuri Saprikin and course participants
  • Informal conversation with Yuri Saprikin
  • Awarding of Diplomas with the signing by Saprikin