One of the biggest mistake I think Putin made in this current conflict is that he wasn't politically loud enough and clear enough with a focused nominal goal (名义上的核心目的).
What he should have done is to first make a harsh demand like:
-> Tell the Ukrainian government to immediately disband the Azov Battalion and arrest its leaders and organizers for prosecution. And threaten to "do it himself" if Ukraine do not comply.
-> Keep on making loud claims of this particular goal, and focus whatever media assets he (or his allies: China, India, friendly middle eastern/Asian countries sick and tired and scared of Neo-Nazi racism) has on making clear his grudge against the Azov Battalion. This is a very effective surface/nominal claimed goals (表面的目的)
The western media will not silence him on the Azov, in contrary, they will try to say that "Azov is NOT his true goal, Ukraine is". And this will play right into the trap, because the more you deny something the more you are also giving coverage for something. And the West can't ignore Putin's anti-Azov claims, because if they do, they will be viewed by people around the world as trying to cover up for Nazi's. And because people natural rebellious attitude (逆反心理)towards authorities. This will have the same effect of Trump's ingenious ”Fake News“ memes couples of years back.
This will also put the Western media on the defensive. Putin can literally act like Trump, and keep on repeating memorable simple phrases like: "They are Nazis", "Covering up for Nazis", "liberal west are closet Nazis", etc.
We Chinese has a old and famous phrase: "名正而言顺". Putin's a very smart leader, but he is simply not as aggressive and proactive in media/propaganda warfare as he should be and could be.