Next question: why do the Russians need such a word?Touchy subject, but in the post-Glasnost free-for-all of 1990s Russia, opportunistic reporters and newspapers routinely demanded cash for favourable editorial content.
How routinely? At the practice’s peak, an official price list would circulate among PR agencies listing a schedule of zakazukha fees, depending on the length of the story and on which page it would run.
There was even a premium during election campaigns.
So while we don’t condone the practise, when people ask what it means we have a story to tell, and isn’t that what good communication is all about?