Ukama hwehurumende (PR) hwakachinja kupfuura zvikuru kubudiswa nokutarisirwa kwenjodzi; nhasi hunomira senheyo yokuvaka, nzanga dzinobatanidza vanhu. Munzvimbo dzomunharaunda — maraibhurari, nharaunda dzetaundi, nzvimbo dzenzanga, mamichina, makombiyuta emitauro — mano okusimudzira kurukurirano yechokwadi kubatanidzwa kwenzanga nekurukurirano. Nyaya inopa mifungo yokuti masangano navatungamiriri vehurumende vanogona sei kushandira PR kuti vavhare tsika dzinokamukana, kuderedza rusarura, uye kuita kuti mhoteredzo apo inzwi riri rose rinonzwiwa. Kupfurikidza nokurangarira kwetsika, kuisa mashoko enhau mubato, uye kukurukurirana namazita kwapamutemo kunogona kuchinja nzvimbo dzenzanga kuti dzinzwisise.

Basa Rakakosha Roukama Hwevanhu Vose Mukukurukurirana

Kukurukurirana hakuzati kuri kungotsinhana kwezvinonakidza pakati pemapoka; igadziriro yakarongwa yokudzidza, kukurukurirana, uye kudyidzana kwerevo imwe. PR inobatira seinjini inosimudzira muitiro uyu kupfurikidza nokuumba nhauro, kutungamirira pfungwa, uye mikoto inozarura kuti izivikanwe. Painoshandiswa namaune, PR inogona kuputsa mashoko akaoma kudarika zvizvarwa ndokuatsiva nenhau dzinobatanidza, dzinobatanidza vanhu.

PR inoshanda zvakanaka munzvimbo ino kutumira mashoko kunopfuura kumwe. Kunoda nzwisiso huru yenzira iyo mapoka etsika akasiyana - siyana anoshandisa nayo mashoko, zvichemo zvenhau zvingava nechakavanzika chazvo, uye inziyo dzinoita kuti zvivimbe. Munzvimbo dzomunharaunda, umo vanhu vakasiana - siana vanobatana, PR inofanira kushanda somushanduri — kwete woga, asi wemipimo, tarisiro, uye mirangariro. Kunzvera kubva ku Institute for Public Relation [ kunosimbisa nguva dzose mari iyoyo ikoshiyo yebasa reintercultorturalture; PR inoumba kuti kuvimba kupfurikidza nokuoneka kwamavara, kute mukaro, uye kuratidzirwa kworuremekedzo.

Kuisa Chivako: Kuongorora Tsika uye Kuongorora Munzanga

Pamberi pekutanga kwenhimbe ipi neipi, masangano anofanira kuisa muruzivo rwetsika pamwero uri wose. Ikoku kunovamba nenzvero yenzanga yakakomba kuti mepu nharaunda yechiverengero chavagari vemo, mitauro, uye nzanga yezvemari yenzvimbo yavagari vemo. Kusvika kumwe kwemubatanidzwa wose hakushandi bedzi asi kunogona kubvisa nenzira isingazivikanwi mapoka amene ane vavariro yokubatanidza.

Kunyora Mushumo Wetsika

Kuongorora kwetsika kunonzvera mugariro wazvino uno weukama hwetsika munzanga.Inobatanidza nzvero, mapoka akananga, uye bvunzurudzo navamiriri vanobva mumadzinza akasiana, rudzidziso, uye ndudzi. Mibvunzo inokosha inobatanidza: Ndeipi iri mifungo inozivikanwa zvikurusa yokusanzwisisana? Mikotoi yekurukurirano inodikanwa neboka rimwe nerimwe? Iyi mashoko anova hwaro hwechisarudzo chiri chose chakatevera PR.

Kuvaka Timu YePR Yakaoma

Mhatsa yomukati mukati meboka rePR kana kuti sangano haichinjiki. Zvikwata zvinoratidzira nzanga dzazvinobatira zvakashongedzerwa zviri nani kuziva nzvimbo dzisingaoni, kudzivisa faux pas, uye mashoko ounyanzvi ayo anonzwika sechokwadi. Kana zvichibvira, zvinohaya batano dzenzanga dzinogara munharaunda dzaunoda kusvika. Chinoitika chadzo chakararama chinokosha semwero upi noupi mukurukurirano.

Zvirongwa Zvokukurukura Nezvemakemikari

Gadziriro dzakarongwa munyaya yapakuvamba dzinoramba dziri madikanwa, asi imwe neimwe inogona kukudzwa kuva nzvimbo yakazara yokurovedza. Pasi apa tinodzibudisa namazasi makuru zvikuru, anoshanda, uye mashoko akapoteredza nyika chaiwoiwo.

Kuongorora Tsika Dzava Kuita Kuti Dzive Nezvadzinoziva

Kutumira mashoko kunotapurwa netsika kunotora zvinopfuura kudzivisa mashoko anogumbura. Kunobatanidza kunzwisisa uremu hwokufananidzira hwemavara, mifananidzo, madimikira, uye nongedzero dzenhau. Somuenzaniso, nzanga dzenhimbe dzinona dzeEast Asia dzingadzivisa kushandisa nhamba iri murogo (dzinowirirana norufu), nepo imwe yakanangidzirwa kuvagari veLatinx ingabetserwa nezvinodziya, kuona kwemhuri kwakananga. Varapi vanofanira kuedza mashoko nenhume dzavamiririri vanyajambwa uye kuva vanodisa kutsamira pamashoko.

Shandisai mutauro unobatanidza unochengeta musiano pasina kumwe. Mabinzana akafanana "su tose tiri vamwe chete" tisingazivi tinogona kubvisa denho dzechienzi dzinotarisana namapoka maduku. Panzvimbo pezvo, simbisa nharidzano dzinogoveranwa — chengeteko, banza, kuva — nepo uchibvuma kuti mapoka akasiana - siana angada nzira dzakasiana - siana kuti asvike. UNESCO nhungamiro pakurukurirano yeinterculttural[ dzinogovera gadziriro inobetsera yorudzi urwu rwekurukurirano yakajeka.

2. Gadzirisa Vatungamiriri Venzanga Sevatauri

Vatungamiriri venzanga vanovimbwa — vangava vakuru vemitemo yetsika, kana kuti vagadziri vePR venguva refu — ndiwo mikoto inobudirira zvikurusa yokuparidzira vateereri vanopanikirika. Ava vanhu vanowanzobatira savachengeti vesuo vemirangariro yenzanga. Mubiyavo havasati vari vanhu vanonyora manyoro, asi savaiti venhau dzenhimbe. Vagovere namapfundo okutaura, zvokupfupikisa zvetsika, uye zvikuva kuti vagoverane nhau dzavo vamene.

Imwe nzira ine simba i "mbassador," umo vatungamiriri venzanga vanobva mumigariro yakasiana vanorovedzwa kuringanira marusando ekurukurirano. Iyi nzira yakashandiswa nenzira inobudirira ne [[FLT: 0] Tsika dzoUpenyu[ kuderedza zvinetso zvamarudzi ose munzvimbo dzomumaguta. Chinokosha kutsiva vatungamiriri nenzira yakaenzana nokuda kwenguva yavo nounyanzvi, vachiziva kuti iri basa harisati richingova rokuzvidira bedzi asi rinoraira nenzira yebasa.

3. Ita Nzira Yakasiyana - siyana, Yakawanda

Mapoka etsika akasiyana - siyana anovimba nezvinhu zvinobudisa nhau zvakasiyana - siyana. Kunyange zvazvo mapoka evakaberekerwamo ari madiki, angadavidza kunhimbe dzeInstagram kana kuti Tik Tok, nzanga dzekare dzingavimba nezviteshi zvenhepfenyuro zvemaredhiyo zvemadzinza kana kuti mapepanhau omunzanga. Nhimbe yePR yakasimba inofanira kubatanidza zviteshi zvemapepanhau zvegamuchidzanwa (mapepanhau enzvimbo dzinogara nzvimbo, rekutumira mashoko, redhiyo, rekuvhura terevhizheni), madhipati ezvemakombiyuta, mapepa ezviteshinasiti, uye nzvimbo dzechipachipameso (misangano yemasangano, masangano echitendero, mitambo yetsika).

Kukwanisa kurava mutauro kunonyanya kuoma.

4. Ronga Zvinoitika Zvetsika Sezvikamu Zvokukurukura

Zviitiko ichishandiswa chebisceral PR chekurukurirano. Mutambo wakarongwa zvakanaka kana kuti nzanga inoparira mhoteredzo yakakotsekana, yakarongeka umo vanhu vanogona kusangana nemusiano pasina dziviriro. Gadziriro dzinosiana: mitambo yezvokudya inoratidzira kuratidzira kwezvokudya zvinobva muzvokudya zvakasiana- siyana, usiku hunorondedzera apo vagari vemo vanogoverana nhauro dzokutama, unyanzvi hunoratidzira kuti juxtapose yamagamuchidzanwa neyazvino uno, kana kuti "Refix" apo vatsinhidzani vanotenderera pakati pematafura dzinogamuchirwa nemitezo yamapoka etsika akasiana- siyana.

Chiitiko chimwe nechimwe chinofanira kubatanidza nguva dzakarerutswa nokuda kwokurangarira nekurukurirano. Kupinda kwokukurumidza hakungoerekani kuchiparira kurukurirano. Varovedzi kubvunza mibvunzo yakapinzwa pachena, rwisano dzezvinobudisa nhau noruremekedzo, uye kupfupikisa nzwisiso huru. Tevedzera zvinoitika zvose nemichina yemavhidhiyo — mavhidhiyo mapfupi, rondedzero dzemifananidzo, mameseji — kutambanudza kurukurirano kupfuura nzvimbo chaiyo.

5 Kutaura Zvakabudirira Kuburikidza Nokubudirira

Nhau imari yemirangariro yePR. Nzvero dzinoshanda zvakanaka dzebatira pamwe yemibatanidzwa yemibatanidzwa yenharaunda iyo yakabatanidza vapoteri veSiria navagari vemo venguva refu, bhizimisi pakati pavatengesi vokumwe navagoveri vomunzvimbomo — rinogona kusunda vamwe kupinda. Kubatanidza idzi nhau kumativi ose senyaya dzoushamwari, tsinhano, uye rudado rwenzanga. Kusimbisa varwi vakasiana-tana uye vanomirira mativi amashoko, kwete bedzi vatambi vadzoro kana kuti vapfumi vemifungo.

Kuzivisa nyaya idzi muzviteshi: nzvimbo dzinobudisa nhau, zvinobudisa nhau, mapepanhau, uye kunyange mabhukwana akadhindwa kuti uparadzire munzvimbo dzinowanikwa vanhu. Shandisa umboo nenokora mashoko kuti uwedzere kuva munhu akavimbika.

Kushandisa Mushandirapamwe WePR: Nhungamiro Nenzira

Kubva pane zvataurwa kuenda kune zvimwe zvinhu kunoda kuronga kuti zvizoitwa, pasi apa pane nzira inoenderana nemamiriro ezvinhu akawanda ehurumende.

Pese 1: Nzvera Nokuteerera (Weeks 1-4)

  • Kuongorora nzanga kunoitwa achishandisa kuongorora, mapoka evatungamiriri, uye kubvunzurudza kunokosha.
  • Mapu, mativi adzo aifarira okukurukurirana, uye kusawirirana kwakanga kuripo.
  • Ziva kuti vanhu vaunoda kuroorana navo, kusanganisira vatungamiriri venzanga, zvinobudisa nhau zvomunharaunda yako, uye masangano etsika.
  • Ongorora zvakaitika kare — kurwisana, kana kuti kushandira pamwe kunoita kuti vanhu vafunge kuti zvinhu zviri kuitika mazuva ano ndizvo zvava kutoitika.

Pese 2: Sitegy and Message Development (Weeks 5-8)

  • Nzwisisa zvakajeka, zvinangwa zvinoyevedza (semuenzaniso, kuwedzera vanopinda zviitiko zvetsika ne30 muzana mumwedzi mitanhatu).
  • Gadzirisa mashoko anobatsira kuti vanhu vose vazive kuti vanokosha kana kuti vakanaka.
  • Ita zvokushandisa zviri nyore kunzwisisa mutauro uye zviedze nevamiririri.
  • Rovedza vanhu vose, kusanganisira vamiririri venzanga, pakuendesa mashoko uye pakusawirirana.

Pase 3: Kuita kuti Zvinhu Zviitwe uye Kubatanidzwa (Weeks 9-20)

  • Tanga nhimbe yezviteshi zvakawanda nenzvimbo dzinogara — kutanga nezviitiko zviduku kuti pave nesimba.
  • Vamiririri venzanga vanoshandisa nzira dzokukurukurirana uye kuparadzira zvinhu mumibatanidzwa inovimbwa nayo.
  • Shandisa zvinhu zvinobudisa nhau kuti uone manzwiro aunoita uye kuti ugadzirise kutumira mashoko panguva chaiyo.
  • Ita zvokunyora mibato yose namapikicha, mavhidhiyo, uye kupfupikisa kwakanyorwa nokuda kwokushandiswa gare gare.

Para 4: Kuongorora Nokuongorora (Kupfuurira)

  • Kuongorora zvinozoitika pamashoko anotaurwa: kupinda zviitiko, kuongorora, kukurukurirana pasocial network, kubudisa nhau.
  • Ivai nenguva yokuita kuti vanhu vasashanda zvakanaka kuti vaone kuti chii chashanda uye kuti chii chinofanira kuvandudzwa.
  • Kubudisa mushumo wezvakabudirira uye zvinetso zvinooneka.
  • Shandisa zvidzidzo zvawakadzidza kuti ugadzirise nzira yauchashandisa pakuchinja zvinhu.

Fundo Dzenhau: PR Muchiito Chokukurukurirana

Chinoitika 1: Nhimbe "Muvakidzani Anogamuchira" muRotterdam

Hurumende yeguta reRotterdam yakatarisana negakava rinokwira pakati pavagari vemo veNetherlands nenzanga dzevapoteri dzeSomali munharaunda dzakati. Dare rePR Dhialogic[ rakatanga nhimbe yakavakwa panzvimbo dzezviteshi zvenhau. Panzvimbo pezvinobudisa nhau, vakarovedza vakadzi 20 vechiSomali senhau dzenzanga uye vavabatanidza nevavakidzani vedundi nokuda kwemisangano misere yevhiki nevhiki. Vaviri vose vakagadzira vhidhiyo pfupi pamusoro pechinoitika chavo — kubika pamwe chete, kushanyirana mitambo yomunzvimbomo, kupinda mutambo womunzvimbomo. Mavhidhiyo aya akaitirwa panzvimbo yavose uye akaparadzirwa kupfurikidza neIapp. Mumwedzi mina, kufarira Soma mapfundo 22 muzana, uye mishumo yetsarudzo yemari yemari ye15% yakaderera bhiri. Madachikamwe maDuki yezvitsutsutso.

Case 2: "Manzwi Mazhinji, Ane Square" muChicago’s Millennium Park

Park yaseChicago District yaida kuva nechokwadi cheMillennial Park yakanzwa ichigamuchira vanhu vakabva kune dzimwe nyika avo vakadzivisa kare kare nzvimbo dzomuguta. Vakabatana nefemu yePR isingapinduri kuti vaite nhevedzo ye "kutora nzvimbo dzemombe" — mumwe Mugovera mumwe mwedzi wakatsaurirwa kudiapora yakajeka: Korea, Ethiopia, Ethiopia, Ethiopia. Muteveri mumwe nomumwe akabatanidza kwete zvokudya nemabasa echipatara chete asiwo kurukurirano inopfaviswa yainzi "What My Cultures Understood". Kuedza kwePR kwakanangidzira ngwariro panzvimbo pezviteshina chenyika yeruwa (raio, mapepanhau, Facean) pane kuti zviteshinanwa zvakakurumbira. Vapindi vepaki vakawedzera 300 muzana namakore matatu, uye zvinova pamapazi zvino zvino zvino kupinda mugore rezvirongwa zvenzanga. Nyurbal Anwa yenzanga yakawana nokuda kwenzanga yenzanga yenzanga.

Kuyera: Manyoro Ane Basa

Kukurukurirana kwakaoma kuyera, asi nyanzvi dzePR dzinofanira kuratidzira ROI. Shandisa muvhenganiswa wemienzaniso yemagiramu nereadial:

  • [ Arechiserve nerecurers: mifungo yenhau, zvinobudisa nhau zvinogoverana, vapindi vezvinoitika.
  • Urefu hweUrefu:[[FT:1] Avhareji yenguva inopedzerwa pazvinoitika, nhamba yavapindi vanodzokororwa, kutora rutivi mukurukurirano dzinopfaviswa.
  • [[[FT:0] Chinjo yeActtistimial: Mibvunzo yokunzvera inoyera chivimbo, tsitsi, uye kudisa kubatira pamwe mutsika.
  • [ Miuyo yeBhahioral: Ushamwari hutsva hwemichinjikwa hunoumbwa, zvirongwa zvenzanga zvinoumbwa, kuderera muzvinoitika zvoruvengo zvinoshumwa.
  • Kunzvera kwemamedia: Kurongeka kwekubatanidza pamusoro penhamburiko dzetsika — dzakanaka, dzisina kutora rutivi, dzakaipa.

Kupa vanhu zvakavanzika ndiko kunonyanya kukosha.

Kukurira Matambudziko Anowanzoitika

Chinetso 1: Kuvimba Zvisina Kururama uye Kutambura Kwenhau

Masangano akawana rusaruro rwapasi kana kuti zvipikirwa zvakaputswa kubva kuzviremera zvichava zvokupanikira. . Bvumai pachena kundikano dzekare mukurukurirano dzapakuvamba. Tangai nenhano duku, dzakaderera dzinopa betsero dzapakarepo, dzinooneka — dzakadai sepurogiramu yemashoko inosundwa nomutungamiriri anovimba. Kuvaka chivimbo muna enhokwe; usapikira kupfuura zvaunogona kupa.

Chinetso 2: Zvipingamupinyi Zvemitauro

Kunyange neshanduro, reconfrect inogona kurasika. .[FLT]] Investive insarudzo dzenyanzvi uye vashanduri vanonzwisisa mashoko etsika, kwete mashoko chete. Ipa nguva yokududzira mumisangano. Shandisa pictogram nerudungwe rwemifungo yezvinoitika. Chita mibatanidzwa yemitauro yakawanda panzvimbo pokubatanidza shanduro muzvinhu zveChirungu bedzi.

Denho 3: Kudzivisa Kubva Kumapoka Etsika Ane Mitemo

Mitezo yetsika zhinjisa inganzwa ichityisidzirwa kana kuti kubviswa nenhamburiko dzapakati pamanzwi maduku. . [[FTLT:1] Kukurukurirana kwetsika sebetsero nokuda kwomunhu ari wose — upenyu hwetsika hwakaisvonaka, chipfeko chakasimba zvikuru, chengeteko. Zviitiko zvinokoka zvakajeka kutora rutivi mumapoka ose, uye kuva nechokwadi chokuti mapurogiramu anobatanidza zvinhu zvinofadza (kubatanidza voruzhinji). Dzivisa pfungwa yemakwikwikwi ezero.

Dambudziko 4: Kuganhurirwa Kwebhajeti Nokushandira Vashandi

Masangano mazhinji ehurumende anoshanda pamibatanidzwa yemari yeshangu. . . Vazvipiri vapavhuro, zvikwata zveyunivhesiti, uye mipiro yorudzi. Vasati vaita mibato yakakwirira, yakaderera semibato inobatanidza zvinobudisa nhau uye batira pamwe nemitambo iripo. Shandisai nokuda kwezvipo zvinotsigira mhatsa nebasa.

Kuongorora Zvakaitika Mumapremenditika EPR

PR nokuda kwekurukurirano ine uremu hwetsika. Vagadziri vanofanira kudzivisa "kushamba kwetsika" — vachishandisa mhatsa sechirongwa chokuisa pasina chinjo inopfuudzwa. Nhimbe iri yose inofanira kugadzirwa nebvumirano yenzanga inopfuurira nanomubatanidzwa. Ikoku kunoreva kugoverana simba: kupa mitezo inoita chisarudzo pamusoro pekutumira mashoko, bhajeti, uye tsvimbo. Usatongoshandisa njodzi yenzanga seri mukati mayo pasina mvumo yavo yakajeka, mvumo yokuziva.[[FT:1]

Kuona chitarisiko kunobatanidza kubvuma apo nhimbe inenge isina kusvitsa nharidzano dzayo. Kukundikana, kunoshumwa nenzira yokutendeseka, kunovaka chivimbo chikuru kupfuura nhau yebudiriro inopanikirika. Mukuwedzera, nyanzvi dzePR dzinofanira kudzivisa kuratidzira — kukoka mumiriri mumwe weboka kuti ataure nokuda kwenzanga yose. Panzvimbo pezvo, edza kubatanidza mirangariro mizhinji, zvikurukuru iyo inobva munzanga inotsoropodza mugariro.

Basa Rezvinhu Zvinobudisa Mashoko: Chipikirwa Uye Kukosha

Mamichina echidhigirii anopa kusvika nokunangana namano asingaenzaniswi. Facebook ad yakasanotapurwa inogona kusvika boka romutauro wakati mubumbiro remitemo rezip. Zvisinei, maarusalm anogonawo kuratidzira nyika kupfurikidza nokupfuudza zvinobatanidzwa zvinosimbisa mirangariro yavo. Nhimbe dzePR dzinofanira kuva dzinoziva kuti vanoshandisa sei michina yemitemo. Dzivisa kugadzira "makamuri echo" uko bedzi vateereri vanonzwira tsitsi vanoona zviri mukati. Panzvimbo pezvo, shandisa maatrusts kuyambuka-Pollinate: goverana nhau inobva kuboka renzanga yechiMuslim papeji rinoteverwa zvikuru navashandisi vasiri vaMuslim, uye zvinopesana.

Kuva nomwero kunokosha. Focum yehurumende ipi neipi yekurukurirano yenzanga inofanira kuva nenhungamiro dzakajeka dzenzanga, vagadziri vakarovedzwa, uye gadziriro yokubata nayo kutaura kworuvengo kana kuti kunetsa. Zvishandiso zvine mwero zvinongoda kutadza kubata mutauro wakarongwa kana kuti kuzvidza kwetsika, naizvozvo kutarisirwa kwomunhu kunokosha.

Kuvaka Muzinda Wakareba

Kukurukurirana hakusi kushandira kumwe; musengwa wechigarire. Masangano anofanira kuronga miitiro iyi kupfurikidza nokukwikwidzana kwetsika murondedzero dzebasa, kuyera basa, uye zvirongwa zvegadziriro. Ipa rovedzo inopfuurira nokuda kwavashandi uye vazvipiri mukurukurirano yemitsetse, fungidziro yakakwana, uye chisarudzo cherwisano. Ita dare rezvokuronga rakasiyana- siyana renzanga rinoongorora PR uye zvirongwa zvenhimbe dzisati dzatanga.

Kushandira pamwe namasangano edzidzo kunogona kugovera zvose zviri zviviri kuoma nokupfuuridzira. Vanzveri vanogona kubetsera kuyera gadziriro, kuitisa fundo refu, uye kubudisa zviwanwa zvinofambisira mberi munda. Public Relations Society of America [ inogovera zviwiso nezhetembo mumhatsa nemiitiro inobatanidza zvinogona kusimbisa simba resangano.

Mugumisiro: Kubva Pakushandisa Mazano Okuchinja Upenyu Hwavo

Ukama hwavanhu vose, zvakanakisisa, hunoparira migariro youpenyu hunowirirana. Munzvimbo dzomunharaunda dzakatopfuma zvikuru nomusiano, kushandiswa kwamaune kwePR kunogona kuchinja rwisano inobvira kuva batira pamwe yokusika. Nzira dzinorongwa pano — kutumira mashoko kunotapurika kwetsika, mutungamiriri wenzanga, kuvimbisana kwekurukurirano yakasiyana - siyana, zvinoitika, kurondedzera nhau, uye kunzvera kwokungwarira — zvinoumba chishandiso chikuru. Asi maturusi oga haafaniri kukwana. Anofanira kushandiswa nokuzvininipisa, kuchinjika, uye chishuvo chapachokwadi chokuteerera zvikuru sokutaura.

Kana mhuri itsva yavatami ichinzwa kuva nechivimbo zvakakwana kupinda musangano womunharaunda. Apo wechiduku anoona tsika dzake dzichiratidzwa mumutambo wavose uye anonzwa achidada, kwete kunyara. Migumisiro iyoyo haisi tsaona; inokonzerwa nokushivirira, nyanzvi PR inoshanda zvinorapa kukurukurirana kwose semukana weukama hwevoruzhinji.