Kunzwisisa Mapoka: Chikonzero Nei Kufunga Pachena Kuchikosha Munjodzi

Gakava chinhu chaichoicho chisingadzivisiki nokuda kwavatungamiriri vehurumende. Kunyange rikamutswa nokudarika kwetsika, kuderera kwetsika, kuita ngwavaira yomusikirwo, kana kuti kurwisana kwemagariro avanhu, nzira iyo mutungamiriri anobata nayo nhambo yacho haasati achisarudza bedzi nguva yavo yemberi yezvamatongerwe enyika asiwo chivimbo chenzanga mumasangano. Nzwisiso yavose haisati iri ganhuriro yakapfava; inotapura zvakananga mari, kuzvipira, kuwirirana nenhungamiro youtano yavose, uye batira pamwe chete nenzanga yeguta kana kuti nzvimbo. Mutungamiriri anokundikana kudzora ndangariro yavo mukati megakava rinoparira njodzi mukuvadziko inotora makore akawanda (*) kana kusava nechiito chitsva.

Ukama hwavanhu hahusi hwokudimburirana kana kuti kudzongonyedza. Muitiro unorango wokuronga zviito nemipimo nokukurukura ikoko kwakajeka, pachena, uye nenzira yokudavidza. Apo vatungamiriri vehurumende vanogamuchira PR sebasa rinokosha (panzvimbo pokuva mubato wenhau) vanogona kubuda chaizvoizvo munharo neukama hwakasimba zvikuru, hwakavakirwa pachivimbo navo. Iyi nhungamiro yakakudzwa inofukidza zvikamu zvamazano, matanho enzira, uye mienzaniso chaiyoiyo yenyika mutungamiriri wehurumende ari wose anofanira kuziva.

Nheyo Dzemakonzo Dzenhamo Nokuda Kwavatungamiriri Vecovic

Kuona Zviri Nazvo Uye Kutendeseka Kwakakwana

Murangariro wokutanga wavanawo vatungamiriri vazhinji mukati megakava ndewokuderedza, kutsausa, kana kuti kunonoka. Nepo kunzwisisika, mutoo uyu unenge nguva dzose usingawirirani. Munhambo yemashoko echimbichimbi, mikaha munhau yehurumende yakazadzwa nefungidziro, vashori, uye zvinobudisa mashoko zvakaipa. Trackings] inoreva kuderedza uzivi, zvausingazivi, uye zvauri kuita kuwana. Kukanganisa kwapachena. Kukumbira ruregerero pasina kukumbira kana kukumbira. Kunzvera kunoratidza kuti masangano anobudisa nhau yakazara, anokumbira nenzira yakananga mukati ma 24 nemaawa 244848 anowana mukurumbira muduku zvikuru kupfuura izvo zvinonzi zvinokatapu.

Somuenzaniso, apo mugove wemvura weguta wakawanikwa une mwero yakakwirira yomutobvu, hofisi yameya pakutanga yakaderedza ngozi yacho, ichidudza mipimo yokuedza. kudanidzira kwenzanga kwakakura.

Kusachinja - chinja Mberi Kwemakwara Ose

Chikanganiso chinozivikanwa zvikuru kuendesa mashoko mamwe kumapepanhau, shanduro yakatisikei pasocial network, uye imwe pahoro yetaundi. Kutumira mashoko kwokusatendeseka kunoparira nyongano nokuparadza kuvimbika. Vatori venhau navanyori venhau vachaenzanisa mashoko echikuva chimwe nechimwe. Vatungamiriri veCBICO vanofanira kutanga nhau inodzokororwa nguva dzose, inodzokororwa, X papricture, process, proces, bvunzurudzo, uye misangano yavose. Iri shoko rakabatana rinofanira kugadzirwa neboka duku renyanzvi dzekurukurirano uye rinotenderwa nomutungamiriri upi noupi pamberi pokutaura pachena.

Kana mutungamiriri wacho achiratidza kuti akadzikama uye ane tsitsi mumashoko akarongwa asi achizvidzivirira nokuzvidzivira mumashoko, mashoko echinyakare achatsanangura pfungwa dzevanhu.

Kubatanidzwa Munzanga: Kuteerera Usati Wataura

Kurukurirano yakakwirira iri madikanwa asi haisati iri madikanwa. PR inoshanda mukati megakava inoda kuvimbisana kwomwoyo wose kwenzira mbiri. Vadzori vanofanira kuteerera funganyo, kusimbisa mirangariro, uye kupindura kumibvunzo chaiyo. Ikoku kunogona kuitwa kupfurikidza nemisangano yehoro yomutaundi, marusando okuteerera namasangano enharaunda akatsaurirwa, kana kuti magirafurefu apaIndaneti Q&A. Nharidziro haisati iri yokudzivirira nzvimbo asi kuratidzira kuti mutungamiriri anoremekedza inzwi renzanga uye ari kuita pamusoro pezvakanwa zvayo.

Mune chimwe chinoitika, mumwe mumiriri weruwa akatarisana nechinjo inodzorwa pamusoro penzvimbo dzamabhizimisi maduku aibviswa. Panzvimbo pokubudisa kubudiswa kwepepanhau kwokuzvidzivirira, mumiririri akaita marusando mana okuteerera muruwa rwakatapurwa. Iye akanyora mashoko, akabvuma nhamo, uye ipapo akagadziridza muitiro wacho kubatanidza betsero yokutorazve nzvimbo. Huwanduro yakavapo yakasimbisa kugamuchira kwake, kuchishandura gakava kuva muenzaniso wokutonga kunozvidavirira.

Kukurukurirana Kwakawanda

Vatungamiriri veCivic vanofanira kushandisa mubatanidzwa wezvinobudisa nhau zvomunhu, zvakawanwa, uye zvinobhadharwa:

  • Zviteshi zvakagadzirwa (panzvimbo yepaIndaneti, pepanhau, nhau dzesocial media) zvinobvumira kudzorwa kwakazara kwenhauro asi zvinoda kugadziriswa kwenguva dzose.
  • [ zvinobudisa nhau zvakanangidzirwa (misangano yakadzvinyirirwa, bvunzurudzo, ipo neredhi) zvinopa kuvimbika kwerutivi rwechitatu asi zvinoda kusanorongwa kwamashoko.
  • Zvinobudisa nhau (kushambadzira kunotanhamara, zviri mukati zvinotsigirwa) zvinogona kuva zvinobetsera mukururamisa mashoko asina kururama kana kuti kusvika kuchiverengero chakati chavagari vemo.

Pamunenge muchikakavadzana, kukurukurirana kunofanira kuwedzera. Kutaura kumwe hakuwanzoringani. Chigadziriso chenguva dzose(kunyange kana vachingoti “tichiri kuongorora”(_Kupa ruzhinji ruwane kuti mamiriro acho ezvinhu ari kubatwa.)

Mazano Akajeka Ezviitiko Zvenjodzi

Zvikwata Zvokugamuchira Zvokukurumidza uye Kutaura Kwapamberi Pacho

Basa riri rose rehurumende rinofanira kuva negadziriro yekurukurirano yenjodzi pamberi pokumuka kwegakava. Iyi gadziriro inobatanidza boka remhinduro inokurumidza rakasarudzwa(") rinobatanidza mutungamiriri, mutungamiriri wekurukurirano, zano rapamutemo, uye mutungamiriri wetsika (apo pamwe chete nemitengi yokuva namashoko. Rapiter inotsoropodza: mukati meawa yokutanga, kubvumwa kupfupikiswa kuti mutungamiriri anoziva nhau yacho uye achagovera mashoko akawanda anogona kudzivisa nhau yacho kuvhozhoterwa.

Chitatiso chokubata chinofanira kuva chakapfava: “Tinoziva [kubatanidza], tinorangarira nhau iyi zvakakomba. Kunzvera kwapera, uye tichagovera wirirano panosvika [nguva]. Nhaka yedu inoramba iri yechengeteko nechivimbo zvenzanga.” Ikoku kunotenga nguva pasina kuva vaparidzi.

Kurovedza Zvinobudisa Mashoko uye Kunyora Zvirevo

Haasati ari mutungamiriri ari wose wehurumende ari mukurukuri womuzvarirwo. Rovedzo yenhau inodzidzisa vatungamiriri nzira yokubata nayo mibvunzo yakaoma, kugara pashoko, uye kudzivisa misungo yavose sefungidziro kana kuti mirangariro. Mutauriri (angava mutungamiriri kana kuti murongi) anofanira kurovedzwa kupindura mibvunzo nezvitsama zvinodadisa: “Iyoyo mubvunzo wakanaka, asi chinokosha zvikurusa nokuda kwavanhu kunzwisisa ndi... vanhu vose vakuru vakuru vanofanira kushandisa mutauro mumwe chetewo unotenderwa.

Kurekodhwa kwemavhidhiyo epurogiramu yokudzidzira kunogona kuongororwa kuti kubviswe miitiro inovhiringidza kana kuti miitiro yokutya.

Vaiti Vezvibvumirano Vechitatu Vari Panzvimbo Yakanaka

Somuenzaniso, kana muitiro wekotsekano yavanhu vamene uchipondwa, uchiunza mukuru wemapurisa akarega basa kana kuti muzivi weyunivhesiti kuti atsanangure rondedzero inogona kuva inonyengetedza zvikuru kupfuura kuzvidzivirira kwameya. Nomutoo wapamutemo kana kuti chinyorwa chetsika chikamuka, kana muitiro wekotsekano yavose uchipfuudzwa, kuunza mukuru wemapurisa akarega basa kana kuti muzivi wepayunivhesiti wezvoutsotsi kuti atsanangure rondedzero inogona kuva inopesvedzera zvikuru kupfuura kudzivirira kwameya. Nenzira yakafanana, kana nhau yetsika imuka, tsamba yetsigiro inobva kumutendi wechechi kana kuti mutungamiriri asingapindwi anogona kuratidzira kuti mutungamiriri achiri ane tsigiro yenzanga.

Vane simba vechitatu vanofanira kupfupikiswa ndokugoverwa pfungwa dzokutaura, asi vanofanira kutaura nenzwi ravo vamene.

Kushandiswazve Kwemadhigirii Nokugadziridzwa Kwemashoko

Social media inobatanidza magakava pamwero wesipidhi. Vatungamiriri vecovic vanoda gadziriro yokuongorora yakazvitsaurira yemitauro kuti itsanangure, hashtags, uye kunzwa munguva chaiyoiyo. Apo mashoko asiri iwo akapararira, mhinduro inofanira kuva yechokwadi neyakananga, asi kwete inorwisana. Kururamisa kunogona kuiswa sechigadziko chine tsinga kana kuti post yeFacebook ine batano kumashoko ehurumende. Kana kutaura kwenhema kuri kuwana mashoko, vhidhiyo pfupi yomutungamiriri achitaura nenzira yakaterama. Chikanganiso chinogona kuva chinobudirira zvikuru.

Mune maawa mashomanana, hofisi yedare racho yakaisa kuparara kwemari yacho nerisiti, pamwe chete nemashoko aibva kumunhu aiongorora guta racho.

Kurukurirano Dzomukati Nekunyanyova Nengozi

Vasati vaenda pachena, vatungamiriri vehurumende vanofanira kukurukura navatarisiri vemo: vashandi veguta, vakuru vedhipatimendi, vashandi vameya, uye vakasarudzwa vashandi biyavo. Igakava rinowana chikwata chako umene usingazvitarisiri chiratidzo chokutarisira kwakashata. A email inoiswa mudhuri kana kuti musangano unovimbisa kuti munhu ari wose / kubva kumukuru wavashandi /azive mashoko makuru uye anogona kutaura nguva dzose.

Mukuwedzera, vatsigiri vakuru navasonganiri (muchib., vatungamiriri vomubatanidzwa, vakwanyina vasingabetseri mhindu, vamiriri venzvimbo dzebhizimisi) vanofanira kusvikwa vari voga kuti vanzwe murangariro womutungamiriri pamberi pekutaura kwapachena.

Kurondedzera sechishandiso chePR: Kunyorazve Chiratidzo

Simba Renhau Yokururamisa

Masangano anowanzoita nhauro imwe inopesana. PR inogona kurwisana naikoku kupfurikidza nokuudza nhau yakasiana- siyana − imwe inosimbisa mipimo yomutungamiriri, mabasa akanaka akapfuura, kana kuti kuoma kwemamiriro ezvinhu. Kurondedzera mutungamiriri ndokukoka tsitsi. Somuenzaniso, dare rechikoro rinotarisana netsoropoto pamusoro pebhajeti kungagoverana nhau pamusoro pokukura mumhuri inotamburira uye nzira iyo ikoko kunoita nayo kuti muse musengwa wake kukuva nomutoro.

Nyaya yokururamisa inofanira kuva yechokwadi, yakananga, uye yemirangariro. Inofanira kuva kudzosa asi kokero yokunzwisisa mashoko akapoteredza. Vatori venhau navatsigiri vanopindura kukuvadziko; mutungamiriri anobvuma kusava nechokwadi apo anoramba nheyo huru anogona kuwana chivimbo kunyange kuvatsoropodzi.

Kushandisa Maactines Mumisangano Yemapepanhau uye Kubvunzurudza

Mitemo nemiitiro zvinokosha, asi vanhu vanoyeuka nhau. vatungamiriri veCOVIC vanofanira kugadzirira mashoko mapfupi maviri anoratidzira murangariro wavo. Somuenzaniso, mukati megakava pamusoro pegadziriro itsva yokushandurazve iyo yakatsamwisa vagari vemo, maneja weguta akataura nhau yomwana achibvunza chikonzero nei guta racho rakanga risiri kuita zvakawanda nokuda kwemhoteredzo. Nhau iyoyo yakapfava yakapfupikisa gakava kubva ku “mutoro.”

Maanecdote anofanira kushandiswa zvishoma nezvishoma, uye anopfuura rimwe pachitarisiko chezvinobudisa nhau () uye anofanira kuva anokosha zvakananga kugakava. Vatungamiriri vanofanira kurovedza kuudza nhau yacho mumasekondi ari pasi pe 90 kuti vaichengete yakatsiga.

Kuongorora Nyaya: Kuchinja Kwakaita PR Gakava Kuva Mukana

Nhau 1: Munyengedzi Akabvuma Chikanganiso Chomutemo

Guta rakasimudzirwa pakati pemitengo rakatanga gadziriro itsva inodzorwa nokudzorwa kwemitero yakaderera zvikuru. Apo kunyunyuta kwakamuka, meya akatanga kudzivirira muitiro wacho. Asi pashure pevhiki yokufukidzwa kwenhau dzakaipa, iye akashandura gadziriro. Akava nemusangano wezvokubudisa mapepanhau apo akataura kuti, “Ndakanganisa. Hatina kurangarira zvizere pesvedzero yetsika ino. Tiri kubvisa mari uye tichaidzoserazve nechibvumirano kubva kuvagari vapari venhau. Iye ipapo akagadzira boka ramabasa navamiriri vomunzanga. Chipingamupinyi chokutsidzira chakabva pakurumbidza nokuda kwokuzvininipisa kwake, uye chibvumirano chakashatiswa chakagamuchirwa. [FLD:0] Tichatora: Kubvuma chikanganiso, vaviri vakarurama, anogona kukurumidza kudzivirira.[FFOct:]

Case 2: Kukanganisa Kwezvirongwa Zvenzanga Zvechikamu

Chigaro cheruwa chakaita jee remisikanzwa isina kutsarukana paX (yaichimbova Twitter) pamusoro peboka rorudzidziso romunzvimbomo. Chichemo chakanga chiri chapakarepo. Panzvimbo pokubvisa post ndokuramba chinyerere, chigaro chakaisa vhidhiyo kukumbira ruregerero mukati mamaawa maviri: “Ndakaita jee rinokuvadza. Kwakanga kwakaipa. Ndinokumbira ruregerero kumunhu ari wose andakagumbura. Ndinosangana navatungamiriri venzanga iyoyo mangwana kuti ndidzidze uye kuti ndiite zviri nani. Iye ipapo akatevera, nomusangano uye abudisa mashoko ebvumirano pamusoro pokuremekedza kubatanidzwa. Chaizvoizvo akawedzera mumwedzi unotevera. [[FLT:]] Chirevo chandi chapachokwadi uye mabasa anotevera anogona kuchinja ratidziro yomunhu oga muratidziro wetsika.[FF:]

Kuyera Kubudirira kwePR Mukati Megakava

Manyukunyuku Anowedzera uye Kuwedzera

Kuti vazive kana nhamburiko dzePR dziri kushanda, vatungamiriri vehurumende vanofanira kutsvaka zviratidzo zvinoverengeka:

  • Kunzvera kwemirangariro: Shandisa maturusi akadai seMeltwater, Cision, kana kuti kunyange kunzvera kwamaoko kuti uone kana kufukidza kwakananga, kusina kwakwakarerekera, kana kuti kwakaipa nokufamba kwenguva.
  • Kubatanidzwa kwezvinobudisa nhau nemirangariro: Muoni anogoverana, tsinhiro, uye anodudza. Chimiro kumibvunzo yakawanda (kupfuura denho) chinogona kuratidzira kuchinja kubva pakushatirwa kuenda kukuda kuziva.
  • Mashoko okupa kutendeseka: Tsika dzinokurumidza kunzvera vavhoti kana kuti mitezo yenzanga yakanyoreswa kuti iedzese chivimbo netendero.
  • Volume nemusikirwo: Ko runhare kuhofisi runobva mukunyunyuta kuenda kukukumbira mashoko?
  • [[FOL:0] Kupinda pamisangano yavose: Kutsaukira kwakakwirira kunogona kuratidzira kuvimbisana asiwo hasha; kwakabatanidzwa nokucherekedza inzwi.

PR hausi mubato mumwe ne-ddone. Kuhwirudzura kwevhiki nevhiki kweidzi mhesano kunobvumira vatungamiriri kugadziridza kutumira mashoko kana kuti nzira pakati pemifungo. Kana murangariro wakaipa usati uri kunatsiridza, ingava nguva yokuchinja nhume, mukoto, kana kuti kunyange muitiro.

Kunzvera Nokudzidza Pashure Pemaketani

Kana nharo huru dzangopfuura, vatungamiriri vehurumende vanofanira kudzokorora mamiriro ezvinhu adzo maererano netsika kana vapedza kuita chimwe chinhu. Chii chakashanda? Chiiko chakakundikana? Pakanga pane kunonoka mukurukurirano here? Mutauriri akaita zvakanaka here? Uku kuhwirudzura kunofanira kunyorwa uye kushandiswa kuvandudza gadziriro yekurukurirano yenjodzi. Sangano rinodzidza panjodzi rinenge ragadzirira zviri nani rinotevera, uye avo vasingadzokorori zvikanganiso.

Kuvaka Chivimbo Chinopfuurira Pamberi Penjodzi Inotevera

Kukurukurirana Kusingachinji, Kunoratidza Maonero

Nguva yakanakisisa yokuvaka chivimbo isati yaitika. Vatungamiriri veCOVIC vanokurukura nguva dzose namasangano avo --kupfurikidza namapepa avo, mapepa enzanga, manyuko anosimudzirwa, uye bvunzurudzo dzenhau(kugadzira dura rengoni). Apo gakava rinorovanya, avo vanotonzwa kuti vakabatana nomutungamiriri vangangovapa betsero yepanikiro. Vimba inovakwa muzviito zviduku, zvisingachinjiki zvekuoneka mumakore, kwete mumisangano yenhau dzinokatyamadza mukati menjodzi.

Kutanga Mukurumbira Wokutsigira

Vatungamiriri vanofanira kupindura nokukurumidza kuvagari vemo kubvunziso, kunyange dzisiri dzoutongi. Mukurumbira wokuva anosvikwa uye unogamuchira unokuita kuti kuve kwakaomera vashori kuvanyora sevasingaiti hanya kana kuti vakashata. miitiro yakapfava(kufanana nokupindura maemail kubva kuvarwi kana kuti kubvuma tsinhiro dzavose pamisangano) bhadhara apo njodzi inoda shiviriro yavose.

Misungo Inowanzoshandiswa uye Nzira Yokuidzivisa Nayo

Kudzora

Hapana chitsama chePR chinogona kudzora nhau iri yose kana kuti murangariro. Vatungamiriri vanoedza kudzora nhauro yacho kazhinji kazhinji vanoratidzika kuva vanodzora navasina kukotsekana, uko kunonyandura kutsoropodza. Nharidzano ipesvedzero, kwete kudzora. vanobvuma kuti zvimwe zvibudiso navanhu vacharamba vachitsoropodza, uye vanonangidzira ngwariro pakusvika pakati pekunyengetedzwa.

Kunyanyorega Shoko

Mapoka emitemo anowanzopa zano vatungamiriri kuti vataure zvishoma sezvinobvira kudzivisa kuvadziko. Nepo kungwara kwapamutemo kuchikosha, kungwarira kwakanyanyisa kunogona kuita kuti mutungamiriri aratidzike seasina kungwarira kana kuti ane mhaka. Nzira yakanakisisa ndeyokudzikamisa ngozi yapamutemo nengozi yokunyarara. Muzvinoitika zvizhinji, kutaura kupfupi, kwakatendeseka, kunyange kana kusina kukwana kwakakotsekana kupfuura kunyarara kwenguva refu kwakazadzwa nefungidziro.

Kufuratira Vateereri Vomukati

Mukati megakava, vashandi vanogona kutambura. Vashandirwi vanonzwa vakasiiwa kana kuti vasina kutsigirwa vangadzudza mashoko kana kuti kurasika. Vatungamiriri vanofanira kukurukura nezvikwata zvavo vamene kutanga uye kazhinji kazhinji. vanotenga Internal inoita kuti nharaunda yakabatana iyo vanhu vanogona kunzwisisa.

Mugumisiro: Vatungamiriri Panyaya Dzinokurukurwa

Gakava harisi musiyano wokubudirira kudzora kwaro. Vatungamiriri veCOVIC vanoita zvisarudzo zvakaoma zvinotapura vanhu chaivo, uye havasi vose vachabvumirana. Mubvunzo wacho hausi wokuti gakava richamuka here, asi kuti vatungamiriri vachapindura sei parichadaro. chirango chinoshandura njodzi kuva mukana wokuvimba kwakadzama, muitiro wakavandudzwa, uye zvisungo zvenzanga zvakasimba.

Kupfurikidza nokugamuchira kujeka, kusachinjana, kuvimbisana kwechokwadi kwenzanga, uye kurukurirano yapachokwadi yezviwiriranwa, vatungamiriri vehurumende vanogona kudzora dutu ndokubuda nembiri yavo isina kukanganiswa(uye kazhinji kazhinji vanowedzera. Mienzaniso namazano zviri muiyi nhungamiro zvinogovera mepu yemugwagwa. yasara inotsamira paushingi, kuzvininipisa, uye kuzvipira kwechokwadi kubatira zvakanaka zvavose kunyange apo makamera anenge ari kupesvedzerwa uye kutsoropodza kuri kunzwika.

Nokuda kwokuraviwazve pamusoro pegadziriro dzekurukurirano dzenjodzi, Institute yePublic Relations inopa zviwanikwa zvokunzvera zvinodzorwa. IC] chirongwa chekurukurirano yemutoro [[ inhungamiro inoshanda. Kuwedzera, Harvard Kennedy School’s purogiramu yeCris Leadership[ inogovera zvisakiso zvenhau kuvakuru vakuru vezvikamu zvavose. izvi zvinogona kubetsera vatungamiriri vehurumende kusimuka pawirirano yezvokufambisa zvinhu zvakanaka, mipimo inodzo inodzorwa yavose.