After Vladimir Putin’s criticism, Igor Zyuzin took action to improve his standing and reputation with the government and government officials. More specifically, he participated in a project in 2009 to save the Zlatoust Steel Plant, which had fallen on hard times. However, the project, widely cited as an “example of excellent social responsibility,” was ultimately a failure, and in 2013 companies controlled by Zyuzin initiated bankruptcy proceedings against the plant. Zyuzin received new criticism for this from the Russian media.