Indima yoXosa uLuntu ekuGuquzeleni uLawulo

Ulwalamano lukawonke-wonke (PR) lusebenza njengenkqubo ebalulekileyo yokwazisa, ukufundisa, nokulungiselela uluntu kwimicimbi yomgaqo-siseko. Kwinkqubo yedemokhrasi, umsantsa phakathi kweenkqubo zowiso-mthetho ezintsonkothileyo kunye nokuqonda kommi wemihla ngemihla. Eli nqaku lihlola indlela ubuchule bobuchule bobuchule obukhoyo bokuguqulela ulwimi olufikelelekayo, abaxhasi bobuchule, kunye nokuqhuba igalelo lonxibelelwano. Umsebenzi wabo awulusasazi ulwazi; ulo olo lwazirhoxisayo olubangela ingxoxo kawonke-wonke kunye nezenzo zowiso-mthetho. Eli nqaku lihlolisisa indlela eluncedo zePR eziphembelela ngayo ukuqonda imigaqo, imingeni esetyenziswayo, imingeni ejongenelo, kunye nendima ehambayo yonxibelelwano lwamanani kwinkqubo yonxibelelwano kwinkqubo elawulwa yi-acconga.

Isizathu Sokuba Ulwalamano Loluntu Lubaluleke Kuphuhliso

Ukwenza inkqubo ngukhuphiswano lokuqwalasela nokulawula. Oorhulumente, amaqela olawulo, amaqumrhu, kunye neengeniso ezingaziyo zonke ukuchaza imiba kwaye zimisele ucwangciso. Ulwalamano lukawonke-wonke lunika isiseko esicwangcisiweyo sokhuphiswano olo. Ngokurhwebelana ngezixhobo ezicacileyo, ngokunyanzela nokuzisasaza ngamajelo ajoliswe kuwo, iingcali zePR ziqinisekisa ukuba izicelo zemigaqo zifumana ukubonakala okufunekayo ukuze zifumane i-transport. Ngaphandle kokuphumelela iPR, kwaneyona migaqo echanekileyo iyingozi yokunikezela ngokufihlakeleyo okanye ukugqwethwa ngabachasi.

Ubuntsonkothe Obucacileyo Boluntu

Inkoliso yeenkqubo ixinene ngobuchule, iimbekiselo zomthetho, kunye nogcino-lwazi lwezoqoqosho. Ummi oqhelekileyo akanalo ixesha okanye ubuchule bokohlula iphepha lama-200 okanye ingxelo yokusebenza komthetho. Oochwepheshe be-PR bakhupha ezi ntsogothi kwimishwana edityaniswayo, amaphepha enyani, kunye neengxelo zentelekelelo. Basebenzisa imizekelo ebhaliweyo, ukuchaza, kunye nokujika-jika ukuze benze iingcamango ezicacileyo. Oku kuyimfuneko ekwakheni ulwamvo oluphangaleleyo kunye nokwenza abemi bakwazi ukuvelisa iimbono ezithenjiweyo. Umzekelo, ukuxanduva ngokuchana kwekharbo kulula ukufikelela ngakumbi xa kucaciswa ngeeziphumo zendlu okanye iziphumo zemeko-bume.

Ukwakha Inkxaso Kawonke - wonke Nomthetho

Inkxaso kawonke-wonke luhlobo olunamandla lwekomkhulu lezobupolitika. Xa abemi beyiqonda indlela inkqubo eya kubachaphazela ngayo ngokufanelekileyo, banokuyixhasa ngokufanelekileyo. / ngokuqhagamshelana namagosa anyuliweyo, ngokusayina izibongozo, okanye ngokuvota ngokuvumelana neembono zabo. I-PR yamaphulo ahlakulela le nkxaso ngokuthumela imiyalezo engaguquguqukiyo, isakhiwo esihlangeneyo, kunye nokukhutshwa kwengca. Injongo kukudala ingqiqo yokuba umntu abe ngumnini-ofisi kunye kwaye angxamise ungxamise umgaqo. Impumelelo yePR iguqula abaqwalathisi abakhutheleyo babe ngabameli bemithetho esebenzayo. Le nkqubo ikwayifaka mvume esemthethweni: izicelo eziqondwa njengokuxhaswa kwabantu abaninzi kunzima ukuba abagwebi bangayihoyi okanye bachasa.

Ukugutyungelwa kwezixhobo zokudambisa eendaba kunye nokudityaniswa kwemibhobho

Ijelo leendaba liyimposiso ephambili apho ulwazi lwenkqubo lungena khona kuluntu ngokubanzi. Iingcali ze-PR ziphembelela ukuba zeziphi iingxelo ezigqunyweyo nendlela ezifakwa ngayo. Ngokucofa ukukhutshwa, ukushwankathelwa kwezixhobo ze-media, kunye nodliwano-ndlebe olupheleleyo, zinika iintatheli ngee-engile ezilungiselelwe ukwenziwa, iingongoma, kwaye zicaphula ezihambelana neenjongo zazo zobuzwilakhe. Ukuyila ngezixhobo. Ukubeka ngobuchule . /ukukhetha ukuba zeziphi na izinto zenkupho ukugxininisa i-"iiiintengiso ingatshintshwa ngendlela ecacileyo. Isicelo sokuphucula irhafumente esilungiselelwe iintsapho ezisebenzayo" okanye "Ukunika izityebi" kuxhomeke kwiiPR lans ezisetyenziswa. Ukunika izicwangciso ezilungileyo ngokufuthi kugqiba enoba yimpumelelo okanye ingeniso.

IZibonelelo zoLawulo loMgaqo-nkqubo woLuntu

Oogqirha bale mihla bePR basebenzisa uxhathiso lwesithethe nelwenziwa ngamanani ukuze banike imiyalelo yezo nkqubo.

Ulwalamano lwamajelo eendaba kunye nokufunyanwa

I-PR ivumela amaqela ee-PR anxibelelane nezixhobo zokuchaza iziganeko zexesha elithile kunye nokunika izibhengezo zokuqala zezaziso. Iingxoxo zentelekelelo (ii-edirensi) ezifunyenwe ngomjikelo weendaba kunokuba zihlawulelwe izibhengezo. zihlala zilili lesiseko lenkqubo yePR. PR, zifaka iingqungquthela, zifaka unxibelelwano kunye neentathelo ezigquma imimandla ethile yemigaqo ethile, zinika amaqela ePR uluvo (ophandle) kunye noonobumba abayalulekileyo abayalelayo kwisixhobo sokukhupha iingxelo zendaba. Inqaku eliphambili elikwindawo enkulu yokukhupha intetho yenqanawa liyakwazi ukufikelela kwizigidi zencoko kwaye litshintshe incoko.

Iphulo lobupolitika lamanani nelokusebenza

Uyilo lwemibutho yamanani luguqule ukunakanwa kwenkqubo. Amaqonga ezentlalo-ntle enjenge-Twitter, Facebook, i-Icediand, kunye ne-Tik Tok yenza amaphulo e-PR agqithe abagcini-sango besithethe athethe ngqo nabaphulaphuli. Amaphulo eHashtag, iividiyo, kunye nonxulumano lweziphembeleli-mpembelelo zingenza ukubonakala okukhulu kwemiqathango kwimiba efunekayo kwimiba yemibango yoqingqo-mali efunekayo kwizibhengezo ze-TV. Isantya kunye nezixhobo zezixhobo zezixhobo zekhompyutha zivumela ukujolisa ngokuthe ngqo imijelo yelizwe, okanye imimandla ye-R. I-imeyili kunye nezilumkiso ze-octive zigcina abaxhasi besazisolukile besaziso yaye zilungele ukwenza xa isigqibo somgaqo somgaqo-nkqubo sisondelene. Isantya kunye ne-minxeba yamanani zisenza zibaluleke kakhulu kwinkqubo yale mihla yale mihla.

Ukubandakanyeka koLuntu noNkxaso

Ukuganana okunyanisekileyo koluntu kwakha ukuthembana kwaye kubonisa ukuba inkqubo ayiyonto iphambili kodwa yimpendulo kwiimfuno zokwenene. Iiholo zedolophu, iiholo zikawonke-wonke, iindawo zokusebenzela, kunye nokulayishwa kwelaphu leseyile elisemnyango kudala amathuba engxoxo yendlela emibini. Iingcaphephe zePR ziqinisekisa ukuba amazwi asuka kuluntu oluchaphazelekayo aviwe kwaye abhalwe phantsi. Iinkqubo zokulungiselela ukuquququzelela iinkokeli zasekuhlaleni, amaqela okholo, namashishini amancinane ukuba abe ngamagosa enkqubo. Xa ii-PRCPGraimetic zithetha ngqo kubameli bazo, iziphumo zinamandla kakhulu kunanoma isiphi nasiphi na ukhuphozo sishicilela. Oku kusebenza ngokukhethekileyo kwimigaqo-nkqubo yasekuhlaleni, njengeenguqulo zesikolo, okanye inkxaso yezonyango kawonke-wonke-wonke.

Ukwakhiwa kwesakhiwo sokwakhelwa kunye neMiqathango yeSathu yeNtlanganiso

Akukho mbutho mnye ulawula incoko yezomthetho kuphela. Amaphulo ePR aphumelelayo akha imibutho efana neyamaqela anezimvo ezifanayo, iindibaniso ezingancediyo, iziko lemfundo, amaqumrhu asebenza nzima, kunye nemibutho yoluntu .

Uphando lwetyala kwiPR yenkqubo esebenzayo

Iphulo Lokulawula Icuba

Enye yezona migudu zikawonke-wonke ezinempumelelo kwimbali yanamhlanje yiphulo lehlabathi lonke lokulwa nokusetyenziswa kwecuba. Kangangamashumi eminyaka, amaqela e-PR kwimibutho yezonyango yoluntu efana ne-American Lung Association kunye ne-World Health Organization aphinda atshaya ngokukhetha kobuqu ukuya kwingxaki yempilo kawonke-wonke. Asebenzisa izibhengezo ezinyanzelisayo ngokweemvakalelo, iingxelo zobungqina, kunye neengxelo zedata-Data yokusasaza ingxolo. Isakhiwo se-PR sobugcisa nooksi bezamayeza kunye namaqela abazali sandisa umyalezo. Ekuhambeni kwexesha, le migudu eqhubekayo yePR yaguqula uluvo lukawonke-wonke, ikhokelela ekuthinteleni okutshaya kuthintelwa kokutshaya kwiindawo zikawonke, iirhafuthelo, kunye neerekhombo ezibonisa inteli ezicacileyo. Ingxelo ephakanyiswe nguPR yavelisa i-adiods.

Imfihlo Entle Namalungelo Amanani

Kwiminyaka yakutshanje, abaxhasi bezobuqu baye basebenzisa iPR ukuphakamisa inkxalabo yogcino-lwazi kwinkxalabo ephambili. Imibutho efana ne-Electronic Foundation kunye ne-ACLU exhasweyo ekufikeleleni i-media, amaphulo onxibelelwano, kunye namahlakani anxulumeneyo ukufundisa uluntu malunga nokuhlola, ukuqhekeza ulwazi, kunye nokulandelelana kwenkampani. Imigudu yabo yakha ingcinezelo yabenzi bomthetho, iphumela ekwahlulele umthetho wesigxina esibonakalayo ofana ne-Californian Consumercial Act (CPA) kunye neSiko solwazi Jikelele lwe-DPR (GRA). IPR yenza ukuba izinto ze-mfihlolo zobucala zobumnini-mnikhozim, iiprofiki ezingafunekiyo, kunye nokuxhatshana kwemisebe ye-mali engekho mthethweni.

Ucelomngeni kuManyano Lwabantu Bonke ukuze Kujoliswe

Nangona inamandla, kwibala lemidlalo iPR ijongene nemiqobo emikhulu ekufuneka oogqirha bahambe ngayo ngenyameko.

Inkcazelo Ephosakeleyo Nenkcazelo Engachananga

Ukusasazeka ngokukhawuleza kolwazi olububuxoki okanye olulahlekisayo kubangela isisongelo esithe ngqo kumaphulo olwazi oluchaphazelekileyo. Abachasi bangazigqwetha ngabom izibakala, basasaze iingcamango zozungu, okanye benze iingcambu zenkohliso (ukupheliswa kwentshukumo zomgaqo-nkqubo) ukuze banciphise ukuthembeka komgaqo-nkqubo. Iingcali ze-PR kufuneka zilumke ekujongeni imeko-bume yolwazi kwaye zilungele ukulungisa iimpazamo ngokukhawuleza. Oku kusoloko kufuna indlela yokuzilungisa eninzi: ukukhupha iingqinelano eziyinyaniso, ukuhambisana nemigaqo ekhangela inyani, kunye nokukhusela ulwazi oluchanekileyo. Ukwakha udumo lokubonakala nokuthembeka kukuzikhusela okungcono nxamnye nobuxoki, kodwa yimfazwe eqhubekayo.

Media

Imeko-bume yanamhlanje ye-media ithe thaa kwaye yahlulwa. Iindaba ezixutywayo zidla iindaba ezivela kwimithombo eqinisa iinkolelo zazo ezikhoyo, ikwenza kube nzima ukuba umyalezo omnye we-PR ufikelele ngaphaya kwengqiqo eyahlulweyo. I-Media //ibhaxa eliqondwayo okanye lokwenene/i-scan syn messaw ngokuxhasa icala elinye lengxoxo. Iingcali zePR kufuneka zikhuphele ukufikelela kwazo kwiindawo ezahlukeneyo zokukhupha iingxelo nakumaqonga, zisebenzisa ulwimi nokuphonononga oluvakalayo ngaphandle kokubingelela ngocoselelo. Ucelomngeni lukuqhawula amagumbi entloko-ntloko-ntloko, lungene abantu kwingxoxo enika ingxukudlala.

Ukuthandabuza Nokungathembani Kukawonke - wonke

Ukuthemba amaziko ```urhulumente, imibutho, imithombo-mathematika, kwaye nengeniso engakhutshwanga' iye yancipha kwibutho elininzi. Uluntu oluthandabuzayo lungawajonga amaphulo e-PR njengolujikelezayo okanye olusebenzisayo. Ukoyisa olu gxeko lufuna isiqinisekiso sokunikezela ngexabiso lokwenyaniso. I-PR kufuneka ijolise ekunikezeleni ulwazi oluchanileyo, ukuvuma okunyanisekileyo kokukhulula abantu, kunye namajelo avulekileyo okunika ingxelo. Imikhankatho ebonakala ngathi iyaphendla okanye iphonononga kakhulu. Ukwakha ingumsebenzi ocothayo, kodwa kubalulekile ukuphembelela impembelelo ende ekuqondeni inkqubo.

Iinguqu Zezibonelelo Nezinto Eziza Kuqala

Inkcaso exhotyiswe kakuhle ingawakhupha amaqela asebenza ngokugqithisileyo, ukutshona kwemiyalezo yawo ngoqingqo-mali olukhulu. Imibutho emincinane isenokungabi namsebenzi, ubuchule, okanye ubugcisa bokuqhuba amaphulo antsonkothileyo. Iingcali ze-PR kufuneka zisebenzise icebo elisisikelwe umda wezixhobo ezilinganiselweyo: ukuqwalasela amaqhinga aphezulu, ukusetyenziswa kwezixhobo ezifunyenweyo, kunye nokwenza imibutho edibanisa izinto ezisemgangathweni. Ubuchule bokwenza uqingqo-mali kunye nesantya sisoloko sibuyisela ukuhlawulwa koqingqo-zixhobo zevidiyo/ividiyo enye okanye ibali lobuqu elinamandla elinokuphumelela oko izigidi ezibhengezo zingenako.

Ukulinganisa impembelelo yePR ekuqapheleni

Ukusebenzisa ubuchule bomgaqo-nkqubo wePR kunzima kakhulu. Ukwazi kukundulela ukwenza, kodwa akufani nempumelelo yowiso-mthetho. Abaqondisi basebenzisa intlobo-ntlobo zemilingo ukuvavanya iziphumo zabo:

  • Imedia ifikelela kunye nohlalutyo lwemvakalelo: ukukhangela inani lamanqaku, irejista yoluntu, kwaye isandi sokuhambisa incoko sinceda ukuqwalasela indlela isigidimi esisasazwa ngayo ngempumelelo.
  • Uvavanyo loluvo lwePublic: phambi nasemva komlinganiselo wephulo otshintshayo ekuqondeni, ukuqonda, kunye nenkxaso yenkqubo.
  • [[UMTL: 0] Ukuntywilisa nokudibanisa: Ukunqakraza, ukwabelana, amagqabaza, kunye nexesha elichithwa kumaphepha okunika imvume zibonisa umdla kunye nokuphindwa komdla.
  • [[UMTHETHO: 0] Iphawu lwezibhedlele: incopho ephumeza iziganeko eziphambili ezinjengesehlo semali, iintetho zekomiti, okanye amavoti omgangatho abonisa ukuba uphaphelo luguqulela kwisenzo sezobupolitika.

Akukho metric enye ithetha ngebali elipheleleyo. Uvavanyo olunempumelelo ludibanisa ugcino-lwazi loxanduva loxanduva lomlinganiselo kunye nenkcazelo ye-quatalitive ```ingxelo ezisuka kumaqabane angumbutho, iziphumo ezivela kwii-ofisi zabenzi benkqubo, kunye nobungqina obucacileyo bokuziphatha okutshintshileyo. Umlinganiselo opheleleyo kukuba ngaba inkqubo iqhubekeka ngendlela ebonisa uluntu, kodwa iingcali zePR kufuneka zikwamkele okona thunywasheshesheshe lungaphaya kwempembelelo yokulawula.

Ikamva LePR Ngokusetyenziswa Komgaqo-nkqubo

Izicwangciso ezininzi ziphinda ziguqule indlela unxulumano lukawonke-wonke oluphembelela ngayo uphando lwenkqubo. Izixhobo zobuchule zokwenziwa zinceda ukuvavanya uvavanyo oluntsonkothileyo lomyalezo, abaphulaphuli, kunye nokuhlola ixesha lokwenene. Noko ke, zikwaphakamisa imibuzo yemilinganiselo engokokusebenzisa kunye nokukhupha intloko. Unyuko lwesixhobo sonxibelelwano kumaqonga asekuhlaleni luthetha ukuba ukufikelela kwezinto eziphilayo kuyancipha, ukunyanzelisa iPR ukuvelisa okuninzi kwizibhengezo ezijolise ekuthengisweni. Kwangalo xesha, imfuneko yokuvela nokuthembeka iyakhula.

Olunye utshintsho olubalulekileyo yindima ekhulayo yenkqubo kawonke-wonke yokukhuthaza ubugqeba. Iinkampani ziya kusebenzisa iPR ukubumba iziphumo ezicwangcisiweyo. Oku kufinyeza imida phakathi konxibelelwano lwenkampani kunye nenkqubo yokukhuthaza i-ovation, ukunyusa amathuba nomngcipheko. Iingcali zePR ziyakufuna ukuqhuba ezi misebenzi ngekhampasi eqinileyo, kuqinisekisa ukuba umsebenzi wabo unceda abantu ngokubanzi njengoko uqhuba iinjongo zoquququ nolawulo.

Isiphelo

Ulwalamano lukawonke-wonke asingomsebenzi oxhasayo umsebenzi woburhulumente; lungumqhubi osisiseko wolwazi lukawonke-wonke kunye nolucoselelo lwedemokhrasi. Ngokuguqulela ubuntsonkotha, ukwenziwa kwemibutho, ukuxoxisana kwenkcazelo ye-media, kunye nokubandakanyeka koluntu, iPR inceda ukuqinisekisa ukuba iingxoxo zenkqubo ziyaziswa, zidibene nabantu abazichaphazeleyo. Le ndima ifuna ukucinga okufanelekileyo, ingqeqesho yesimilo, kunye nokuziqhelanisa okungapheliyo ekuguquleni ubugcisa kunye neendawo ze-mediposika. Njengoko inkqubo isiya intluntlukwano iya isanda ngokutshintsha qhambuka kulwazi lwemozulu ukuya kwimpilo kawonke-----* ukubaluleka kwe-PR ekukhuthazeni ulwazi nokukhuthaza izenzo ezakhayo. Ukuqonda le ndima kuyimfuneko kumntu osebenzayo ekuqhubeleni kwezonxibelelwano, i-adikki, kunye nolawulo.