Ulwalamano lukawonke-wonke (PR) lungaphezulu kakhulu kunesixhobo sokulawula ishishini; luqeqesho olunengqeqesho ekwaziyo ukubumba ukubonakala nokunxibelelana kweemvakalelo zoluntu. Xa lusetyenziswa kwimibhiyozo yoluntu, iPR iba sisixhobo sokukhuthaza ikratshi elinzulu loluntu. Ezi ziganeko ezisuka kwimiqobo emincinane ehlala abantu ukuya kwimisitho emikhulu yesixeko esibanzi, intengiso edibeneyo, ukuphumeza okuzinzileyo, nenkcubeko yasekuhlaleni.

Indima yePR kule meko ayingokuphakamisa nje. Ibandakanya iingxelo zobugcisa ezichukumisa abahlali, ukulindela ulwamkelo, ukuqinisekisa ukuba nenxaxheba ebanzi, kunye nokufumana iziphumo zemvakalelo ezixhasa ikratshi emva kokuba ihombiso iphumile. Eli nqaku lihlolisisa ifuthe elininzi lonxulumano lukawonke-wonke kwimibhiyozo yoluntu, ukuhlolisisa ubuchule, iindlela, kunye neziphumo zehlabathi zokwenene ezibonisa indlela unxibelelwano olunokukhula ngayo ngamandla, lunxulumene ngakumbi noluntu.

Ukuqonda Ikratshi Elifanayo Nokubaluleka Kwalo

Phambi kokuba ungene kumaplanga e-PR, kubalulekile ukuchaza oko kuthethwa likratshi loluntu nesizathu sokuba kubalulekile. Ikratshi likukusondelelana okuziimvakalelo ezintle kwabemi abahlala apho bahlala khona ``imvakalelo yokuba kunye, ubumnini, nolwaneliseko apho bahlala khona. Likratshi elikhoyo elibangelwa ngamava ahlukeneyo, impumelelo esekuhlaleni, kunye nomgangatho ophakamileyo wobomi. Uphando lubonisa ukuba abantu abanekratshi eliphakamileyo bafumana intsebenziswano entle ngakumbi nentlalo, ukuthoba kwemibango, ukuthoba kwemi, ukuthoba kwemilo, ukusetyenziswa kolwaphulo-mthetho, ukusebenza ngokuzithandela, kunye nokuphumelela kwezoqoqosho.

Liyintoni Ikratshi Lobunye?

Ikratshi le-CUBIC liquka zombini imilinganiselo yeemvakalelo nendlela yokuziphatha. Abemi abaneqhayiya ngengingqi yabo badla ngokuya kwiziganeko zasekuhlaleni, baxhase amashishini asekuhlaleni, babe nenxaxheba kwimisebenzi yoluntu, baze basebenze njengoonozakuzaku beendwendwe nabasenokuba bahlala khona. Eli kratshi lidla ngokuboniswa ngemiqondiso ebonakalayo ``iflags, iimemorial, iindawo zikawonke-wonke ezixhaswe kakuhle `nabe izithuba zikawonke-/ kwaye ngamabali abemi bathetha ngedolophu okanye isixeko sabo. Unxulumano lukawonke-wonke ludlala indima ebalulekileyo ekuxokozeni loo mabali, nto iqinisekisa ukuba babala akhuthaza ikratshi.

Isizathu Sokuba Imisitho Yasekuhlaleni Ibaluleke

Imibhiyozo yoluntu yahlukile kuba idala amava ashukumayo, achukumisekeyo adibanisa abantu kunye. Anikela iqonga lokwenza inkumbulo kunye nokuqinisa amaxabiso ahlukeneyo. Nokuba ngumboniso wesine weKhalathali, umsitho wesithethe, okanye ukunikezelwa kwesikhumbuzo, ezi ziganeko ziyaphula imiqobo yoluntu kwaye zivumela abemi ukuba basebenzisane kwiilayini zabemi. Ngokwentsebenziswano ezipapashwa kwi- Journal of Community Psychology[[, ukuthabatha inxaxheba kwimibhiyo yasekuhlaleni yasekuhlaleni kwandisa ingqiqo ephawulekayo yebutho labantu kunye neyoluntu. Xa ezi ziganeko zinxibelelana ngokunempumelelo kwaye zidityaniswa ngokuphandayo.

Indima ecwangcisiweyo yoXoqo-nkqubo loXwebhu

Ulwalamano lukawonke-wonke kwimeko yobhiyozo loluntu asingomsebenzi obalulekileyo oqala kwiinyanga ngaphambi kwesiganeko kwaye uqhubekeka kakuhle emva koko. Iingcali zePR zisebenza njengoosomaqhinga bengqiqo, abayili bemiyalezo, kunye nabaphathi bolwalamano loluntu. Injongo yazo kukuqinisekisa ukuba lo mbhiyozo awutsali nje isihlwele kuphela kodwa ukwashiya ingcamango ehlala ihleli yekratshi nomanyano.

Ukuchwetheza: Ukuxelwa Nokusetyenziswa

Umbhiyozo ngamnye wengingqi unokubalisa. Iingcali zePR zichaza irhintyela elingundoqo leemvakalelo . "ukuba inika imbeko kwimbali yasekuhlaleni, ukubhiyozela iinguqu, okanye ukuchaza isiganeko esisandul' ukufezwa (* kunye nokucwangcisa isiganeko esisijikelezileyo.) Umzekelo, umbhiyozo wesixeko okwiminyaka elishumi elinesibini ungafakwa njenge "Kwiminyaka engama-200 yeResilience kunye ne Innovation," ukudibanisa iziganeko zembali kunye nezinto eziphunyeziweyo zale mihla. Le ngxelo inika abahlali isizathu sokuzingcamlamla kwaye ibanxulumanise kwibali elikhulu. Ibali elinempumelelo lisebenzisa abantu bokwenene, ii-aecdotes, kunye nemifanekiso ecacileyo ukwenza abantu bavakalelwe kwaye baxabiseke.

Uthungelwano lwesiqhagamshelanisi esinezixhobo ezininzi ukwenzela ufikeleleka okukhulu

Iindlela zePR zanamhlanje zixhomekeke kwintlanganisela yemali ehlawulwayo, yeyakho, ehlawulwayo, neyabelana ngejelo leendaba ukuze kufikelelwe abaphulaphuli abahlukahlukeneyo. Kwimibhiyozo yengingqi, oku kuthetha ukusetyenziswa kwamaphephandaba asekuhlaleni, izitishi zikanomathotholo, kunye neendaba zikamabonwakude (amajelo-ndaba aphambili); iwebhsayithi yesi siganeko kunye namaphetshana e-imeyili (amajelo abhaliweyo); izibhengezo ezijoliswe kwimigangatho yezentlalo-ntlalo (amajelo eendaba asasaze); kunye nee-omatshini zokugcina ulwazi-media (adiyo). Isitshixo sivelisa umyalezo obumbeneyo kuzo zonke iziteshinamenti zomsebenzi.

Ukwakha Ulangazelelo Nesabelo

Impumelelo yemibhiyozo ifuna ukuba nenxaxheba. Iindlela zePR zikhuthaza ukulindela ngephulo elicwangcisiweyo elityhila iinkcukacha ngokuthe ngcembe ngokunentsingiselo "ukuchaza umhla nendawo, ngoko ukulandelelana kwemisebenzi, ize indwendwe ezikhethekileyo okanye izinto ezimangalisayo. Iikhalenda ezithe zabala phantsi, "sneak" iividiyo, kunye nokujongwa kwabantu kugcina abemi bekwiveki ezikhokelela kwisiganeko. I-PR isebenza ukususa imiqobo yokuthabatha inxaxheba ngokunika ulwazi olucacileyo malunga nokupaka, ukufumaneka, nokubonakala kwamalungu entsapho. Xa benolwazi novuyo, babonakala besengozini yokuya kuhlala kwaye benoncedo kumandla alungileyo.

Amaqhinga angundoqo abangela ikratshi leProftware

Ngapha koko, iindlela zePR ezikhethekileyo ziye zangqineka zisebenza ngokukhethekileyo ekukhuliseni ikratshi kwimibhiyozo yoluntu. Ezi ndlela zijolise ekunyanisweni, ekugananeni, nasekukheni ulwalamano lwexesha elide.

Umanyano loomatiloshe bamajelo eendaba

Enye yezona ndlela zinamandla zokwakha ikratshi loluntu kukusetyenziswa kwejelo leendaba elifunyenweyo elibonisa uluntu ngendlela entle. Iingcali zePR zihlakulela ulwalamano kunye neentatheli zasekuhlaleni zize zibalaselise amabali kungekuphela nje ngesiganeko ngokwaso, kodwa ngabantu abasemva kwaso, amatsha - ntliziyo, amagcisa asekuhlaleni, ibutho lasekuhlaleni. Xa ummi ebona ummelwane wakhe ethetha ngesizathu sokuba bathanda idolophu yabo, i-igcume kwaye iqinisekisa ukubaluleka kwengingqi. Ukuthelekisa inginginya kwimimandla okanye kwimimandla esemaphandleni kungatsala iindwendwe kunye noomatilo-mali, ukukhuthaza ikratshi lasekuhlaleni.

Iphulo losasazo loluntu kunye nomxholo othe rhoqo womsebenzisi

Amaqonga ezentlalo-ntle aluncedo ekukhuliseni impembelelo engokweemvakalelo yemibhiyozo yoluntu. Amaqela e-PR angandulula amaphulo akhuthaza abemi ukuba babelane ngeefoto zabo namabali asebenzisa i-hashtag enikezelweyo. Lo msebenzisi usebenza njengobungqina obuyinyani bokuba isiganeko sinentsingiselo. Umzekelo, iphulo elifana ne "#MyTown Produd" lingaqokelela amakhulu ezithuba ezibonisa abemi bencumile nabamelwane, ukunandipha ikonsathi, okanye ukunikela ngokuzithandela. Ukubeka eyona ndawo ingcono ye-UGC kwisiganeko somjikelo olusemthethweni zenza umjikelezo olungileyo wokubhaptizwana nekratshi. Ngaphezu koko, ukuphila ngesitshixo somsinga-msithonga womthi weholide okanye umboniso owe-exten kumntu ongenakukwazi ukubhiyoza kumntu kwisakhiwo.

Iinkqubo zempembelelo noothunywa

Abaxhasi bendawo − nokuba ngaba ii-blogger, iinkcubeko zezentlalo-ntle, okanye iinkokeli zoluntu , zinokuba ngamagunya amakhulu ekupheliseni imincili. Iingcali ze-PR zichaza abantu abahlonelwayo nabathenjwayo phakathi kwengingqi kwaye zibathumele njengezigidimi zeziganeko. Ezi zigidimi zidala ulwakhiwo, iziganeko zokothulelwa phambili, kunye nokusasazwa kwamagama asuka kumlomo. Ukuncomela kwazo kufaka ukunyaniseka nokufikelela. Umzekelo, umpheki odumileyo wasekuhlaleni angathumela malunga nomsitho wokutya ozayo, okanye intloko yesikolo ephezulu eyaziwa kakhulu isenokulwa nookluvo olukhuthaza iintsapho ukuba zibekho.

Ingxaki Elungiselelwe IPR

Akukho siganeko sikhulu singenabungozi. Iingcali ze-PR kufuneka zilungiselele imozulu embi, iziganeko zokhuseleko, ukungaphumeleli kwemeko-bume qhagaga.

Uhlolisiso Lwetyala: Imisitho Ephumelelayo Yoluntu Eqhutywa yiPR

Imizekelo yehlabathi yokwenene ibonisa indlela iPR esebenzayo enokuyiguqula ngayo imibhiyozo yengingqi ibe liqhayiya elikhulu loluntu. Olu hlolisiso lulandelayo lubalaselisa iindlela ezahlukeneyo neziphumo.

Umzekelo 1: Umbhiyozo WesiXeko

Ngo-2023, isixeko esiphakathi kwiMidwest ebekwe phakathi sacwangcisa umbhiyozo waso okwinani leenkulungwane zeminyaka ngeminyaka ngenjongo yokungakhunjulwa nje kuphela kodwa nokuvuselelwa kwemeko yangaphandle. Iqela le-PR lasungula iphulo lonyaka-nyaka obizwa "100 Yeminyaka, Uluntu olunye.. Uhlolo lwaquka uthotho lweziqendu ezithi "Njengoko nangoku" kwiphepha lasekuhlaleni; i-apply app enesikhalathathu esihamba-manani sokuzingela okukhokelela kwimbali zembali; kunye nothotho lwevidiyo olubonisa abemi abakhulile behlala kwisixeko bekhumbula ubutsha babo. AmaMedi adibanisa iziteshi ezimbini zootho lwemizo zombhiyo ngeveki. Ngosuku lwemibhiyo, ngaphezu kwama-40 000 ayekho kwi-friptle yokuqala. Uqikelelo lwe-amatyala abonisa ukuba ama-89% abahlali bevile ukuba bavakalise inxaxheba kwisiganeko esiphakathi se-prodmist" emva kwezenteyinti yezo yorhwebo.

Umzekelo 2: Ukuvuselelwa koMthendeleko Wonyaka

Kwingingqi yedolophu engasahoywayo, umbhiyozo wesitrato wonyaka nonyaka ubuhlaziyi behla. Umbhiyozo ongowokusebenza kwengeniso yasekuhlaleni owenzelwe ukuphinda ungenelele esi siganeko ngokuqwalasela amabali oluntu. Iqela lePR laqhuba iintlanganiso zokuphulaphula kunye nabemi basekuhlaleni ukuze liqonde oko bakuxabisayo ngengingqi yengingqi , amashishini amancinane, ukuqina. Umbhiyozo waphinda wasetyenziswa njenge "Wee [Neighorbodyation Name].. Imisebenzi equkethelwe yile: abaphangi basasa iindlu-odolo-too kwiilwimi ezininzi; iphulo lonxibelelwano loluntu olubonisa iividiyo ezifutshane ezithe kratya ezithengwa ngabantu abahlala apho; kwaye ukhuthumelo oluhlala lubalase izibonelelo ezihlala ixesha elide. Impembelelo yoomatisipala-wonke yandawonke yanda kwiminyaka emibini emibini emibini, mhlawumbi imikhosi yemibutho ephambili yeminye yemibutho yabantu abahlala kunye ne-Pr.

Ukulinganisa Impembelelo YePR Kwikratshi Lendawo Ethile

Ukuze balondoloze baze baphucule imigudu yabo, iingcali zePR kufuneka zilinganisele indlela umsebenzi wabo ophembelela ngayo ikratshi loluntu.

Umlinganiselo

Izalathiso ezingundoqo eziquke iziganeko, iimbono ze-media (inani lamaxesha eziganeko zijongwa okanye zifundwa), unxibelelwano lwezentlalo lufikelela kwaye ludityaniswe (njengezigqibo, amagqabaza), kunye nee-webhsayithi ze-website. Ii-metric ezihambele phambili ziquka ipesenti yababekho ngexesha lokuqala ngokuchasene nababekho ababuyayo. Ngaphezu koko, amaqela e-PR angalandelela inani lamatsha - ntliziyo athe athe athe afumana ngamaxesha awo okugqugqiza kunye nomthamo wolwazi olunomsebenzisi usebenzisa i-hashtag. La manani anika isiseko sesiseko sempumelelo noncedo ukwenzela ukuqokelelwa kwemibhiyo kwixesha elizayo.

Isalathisi soMsebenzi weNkqubo

Inani lithetha kuphela inxalenye yebali. Uhlolo kunye nohlalutyo lwezimvo lubalulekile ekuqondeni impembelelo yemibhiyozo. Uhlolisiso lwePost-event lungabuza imibuzo ecacileyo efana nothi: "Sikwesi siganeko sikwenze uzive unxulumene ngakumbi noluntu lwakho?" kwaye "Kunokwenzeka njani ukuba uncomela ukuhlala apha kumhlobo?" Iimpendulo ezivuliweyo zityhila amabali obuqu ekratshi kunye nokuzintlukwano. Xa ezi nkcazelo zezezentlalo-ntle zilinganisa ukuba ngaba amanqaku aluncedo, akhabayo, okanye angondilele. Ezinye izibonisi eziqukelelwayo ziquka ukuhlalutya kwesandi sonxibelelwano (amanqaku alungileyo?), ukukhuthaza iingxoxo kunye nodliwano-ndlebe nabahlali. Xa ezi nkcazelo zentlalo-ndaba zidityaniswa nokukhula, ukuchaza imo ye-PR yemo ye-operation.

Iingenelo ezihlala ixesha elide zokuqhayisa ngePR

Ukungenelwa kokutyalwa kwePR kwimibhiyozo yoluntu kudlulela ngaphaya kwesiganeko ngokwaso. Ikratshi elixhasweyo lentlalo linika iingenelo ezininzi zexesha elide kuluntu.

Iingxaki Zezoqoqosho Nezentlalo

Imimandla enekratshi elikhulu itsala abakhenkethi, amashishini amatsha, nabasebenzi abanobuchule. Abantu bafuna ukuhlala nokuzibhokoxa kwiindawo abaziva beneqhayiya ngazo. Imithendeleko nemibhiyozo exhaswa yiPR enamandla inganyusa izoqoqosho zasekuhlaleni ngokusebenzisa iivenkile zokutyela, iihotele, neevenkile. Ngaphezu koko, iingenelo ezingokwentlalo ziquka ukusetyenziswa kwamatsha - ntliziyo, unxulumano olunamandla, nokuba nenxaxheba engakumbi kulawulo lwasekuhlaleni. Ingingqi yekratshi lingummandla ozibhokoxayo.

Ukuvuselelwa Nokukhuselwa

Xa abemi bemi bemi beziva beneqhayiya kwingingqi yabo, baba ngamanxusa angaqhelekanga. Bathetha kakuhle ngedolophu yabo kubahlobo nakwintsapho yabo, bayikhusela ekugxekweni okungafanelekanga, kwaye basoloko benenxaxheba kwimigudu yokuyiphucula. Le ngxaki ibaluleke kakhulu, ingakumbi ngexesha lamanqam. Ngexesha lokudodobala kwezoqoqosho okanye iintlekele zemvelo, uluntu oluneqhayiya kakhulu lungatsalana kunye. Imikhosi yePR esoloko ibhiyolisa inginginya-(hhayi nje ngexesha nje leziganeko kodwa unyaka----16). Umbhiyo iba sisikhumbuzo, isisikhumbuzo soko inokuba kuko inokwenzeka xa isebenza kunye.

Isiphelo: IPR njengeNkqutyana Ephambili Kuluntu Oludibeneyo

Ulwalamano lukawonke-wonke asikokuthumela nje ukhupho okanye ukuthumela kumaziko eendaba. Kumongo wemibhiyozo yezentlalo, kukwenza umqondiso owabelwe kunye owenza abemi bazibone beneqhayiya ukuba bayibiza indawo yokuhlala. Ngokuncokola, ngonxibelelwano oluziinkomfa, kunye nokubophelelanana okunyanisekileyo, iPR iingcali zala mandla angokweemvakalelo zezi ziganeko, zibaguqula babe zizihlolo zekratshi leqela labantu. Isiphumo sisomeleza ngakumbi, sinxulumene ngakumbi nabantu apho abantu bavakalelwa kukuba nempumelelo omnye nomunye nekamva ledolophu yabo. Njengoko oorhulumente basekuhlaleni nentlangano baceba isikhumbuzo sabo esilandelayo, kufuneka bajonge ulwalamano lwabantu ngaphandle kokwenza okukongenzeloncedo, kodwa njengelungu eliphambili lolwakhiwo lwekratshi oluhlala luhleli.

Ukufunda ngokubhekele phaya kwimigaqo yolwalamano lukawonke-wonke, tyelela iPublic Relations Society of America. Ukuhlola uphando lwemfundo ngenkcubeko yoluntu kunye nokudibana koluntu, bona eli nqaku kwi Journal of Community Psychology. Kwizenzo ezingcono kwisiganeko PR, i [[FLT:]] Enethizentermaker yewebhthi ye-webhthi ye-methi ye-methi ye-'inikeza uphatho lwezifundo kunye nezibonelo eziluncedo.