Isizathu Sokuba Ulwalamano Lwabantu Bonke Lubaluleke Kwigosa Lokusingqongileyo

Ulawulo lwendawo engqongileyo luxhomekeke okungaphezulu kwiinjongo ezilungileyo .Imfuno ezixhaswe, ezilungelelanisiweyo zengingqi, amashishini, kunye norhulumente wasekuhlaleni. Unxulumano lukawonke-wonke (PR) lulungiselela ukwenza ukuba loo nto ikwazi ukuqhubana. Ngonxibelelwano olucwangcisiweyo, iPR inceda imibutho enceda ukuguqulela inzululwazi yendalo entsonkothileyo kwimiyalezo ecacileyo, ikhuthaza ukuthembana phakathi kwabagcini-mathikithi, kwaye iguqula ukuphaphazanyiswa kokusebenza. Ngaphandle kokuphumelela kwePR, kwanezona zinyathelo zingxamisekileyo zokusikelelwa kokusingela ekufumaneni i-paragethi.

Iingcali zePR ezisebenza ekuhlaseleni imeko- bume zijongene nocelomngeni olukhethekileyo: kufuneka zilungelelanise ungxamiseko lwezisongelo zemekobume nemfuneko yokukhuthaza ithemba kunye nombutho. Iphulo lePR elicetyiweyo alilumkisi nje kuphela ngeengozi zongcoliso okanye ukutshintsha kwemozulu; libonisa abantu kunye nemibutho indlela izenzo zabo ezenza umahluko ngayo. Oku kutshintsha ukusuka ekubhalweni koloyiko ukuya kugunyazisa unxibelelwano olusekelwe kungqinelaneka ngakumbi ekuqhubeni utshintsho lwexesha elide.

Umsantsa Wonxibelelwano Phakathi Kwenzululwazi Noluntu

Iingxelo zenzululwazi zixinene, zinzima, kwaye ngokufuthi azifikeleleki kumntu oqhelekileyo okwilungu loluntu. I-PR ibhulubula lo msantsa ngokuguqulela uphando kulwimi olucacileyo, isebenzisa iimboni ezinyanzelisayo, kunye nemibandela edidayo ngendlela ezivakalayo zobulali kunye nezongxamiseko. Umzekelo, ingxelo engokunyuka kobushushu behlabathi ngokuba libali lika-frim othe ngqo okanye impembelelo kulungiso lwasekuhlaleni.

Ngokutsho kwe [[NTL:0] I-Arhente yokhuseleko loluntu lwezempilo , unxibelelwano olusebenzayo oludibanisa ugcino-lwazi lwemeko-bume nobomi bemihla ngemihla luphucula ulwazelelelo lukawonke-wonke nokusebenzisa iinkqubo ezizinzileyo. Amaphulo ePR asebenzisa ezi nkqubo asoloko ebona iqondo lomanyano eliphezulu kunalawo axhomekeke kuphela kwizibalo.

Izivumelwano zePR yokusingqongileyo

IPR ephumelelayo ixhomekeke kwiindlela eziliqela ezimiselwe kakuhle. Ezi asizondlela zomgangatho omnye; amaphulo aphumelelayo azitshintsha ngokwenkcubeko yasekuhlaleni, oovimba abakhoyo, kunye neengxaki ezithile zemekobume. Ngeli ngezantsi sihlola ezona ndlela zisebenzayo ezisetyenziswa yimibutho kulo lonke ilizwe.

Ukuxelelwa Okubangela Impumelelo

Abantu banxulumana namabali, hayi namanani. Iphulo elibalaselisa intsapho yasekuhlaleni eyanciphisa ukusetyenziswa kwamanzi nge-40% okanye indawo ehlala kuyo eyaguqula ingxolo engenanto yaba yigadi yoluntu lidala umva wemvakalelo. La mabali asebenza njengemiqondiso engqina ukuba utshintsho lunokufumaneka. Amaqela e-PR kufuneka aqokelele ubungqina, phambi kwefoto nasemva, kunye nodliwano-ndlebe lwevidiyo ukuze kwakhiwe ithala leencwadi elinolwazi olunokulungiselwa kwimijelo yenqanawa.

I- Public Relations Society of America igxininisa ukuba ukuxelelwa ngenyaniso kwebali eliyinyaniso, ingakumbi xa ibonakalisa amalungu oluntu lokwenene(___akha ukuthembeka nokuthemba ngokunempumelelo kakhulu kunemiyalezo yequmrhu. Xa abantu bebona abamelwane babo bethatha inyathelo, basengozini kakhulu yokudibanisa umgudu.

Ukhuthazo lwezoshishino zoluntu kunye nokuveliswa kwemicrine

Iinstagram, i-Intatragram, i-Iterdoo, kunye namaqela asekuhlaleni e-Facebook avumela amaqela e-PR afikelele inani elithile labemi ngemiyalezo elungisiweyo. Umzekelo, iphulo lokukhuthaza ukuphinda kuguqulwe kwezinto elinokusetyenziswa namakhaya ajoliswe kuwo abantwana abaselula ngokuthumela iinqwelo zobugcisa ze-DIY zokuphinda ziguqulwe kwakhona okanye iividiyo zemfundo. Ijenali yezentlalo likwanceda ukuba kubekho ingxelo yexesha lokwenene, ivumela imibutho ukuba ilungise imiyalezo ngokukhawuleza isekelwe kwiimvakalelo zoluntu.

Izixhobo zamanani zikwenza kube lula ukulandelela ii-metric ezifana nezahlulo, amagqabaza, kunye nokucofa-nqakrazo. Ezi nkcukacha zinceda amaqela e-PR alinganise oko kusebenzayo noko kuthe tyaba. Elinye impumelelo yeqhinga kukwenza umzobo okwaziyo ukushwankathela iimpembelelo zemeko- bume ngendlela enomtsalane. Okukhona kudityaniswa okuqulethweyo, ukufikelela okubanzi kwezityalo.

Iziganeko zoluntu njenge-PR Ankile

Iziganeko ezifana nokucoceka komlambo, iintsuku zokutyala imithi, kunye neecafe zokulungisa zizixhobo ze-PR ezinamandla kuba zivelisa i-PR esasazwa ngokubonelela ngeengenelo zokusingqongileyo. Ezi ziganeko zinika amathuba okufumana iingxelo zengingqi zasekuhlaleni, zivelise imvakalelo yokusebenza ngokumanyeneyo, zinike amatsha - ntliziyo umthi ngqo ngenxa yesiphumo. Amaqela e-PR kufuneka alungelelane namaphephandaba asekuhlaleni kunye nezitishi zikamabonwakude kusengaphambili ukukhusela intengiso.

Ukongeza kwingxelo yamajelo eendaba, iziganeko zivumela imibutho ukuba iqokelele imiqondiso ye-imeyili, isabe izinto zokuphawula (ezinjengengxowa okanye iipakethi yembewu), kunye nokwakha ulwalamano namashishini asekuhlaleni anokuxhasa imisebenzi yexesha elizayo. Isiganeko esilungiselelwe kakuhle singabeka isiseko kwinkqubo eqhubekayo yobuphathi.

Umanyano noshishino nezikolo

Amaqumrhu ancedisana namaqela abangela ukuba kubekho amaphulo okusingqongileyo. Amashishini ongingqi azisa ukuthembeka, oovimba kunye nesiseko sabathengi esikhoyo. Izikolo zinika abantu abatsha abasoloko benomdla kwimicimbi yemeko-bume. Unxulumano phakathi kwevenkile yevenkile yokutya nokungancedi nto, umzekelo, lungaxhasa “uJulayi ongenazingcingo” olubangela ukuba abathengi bafumane ilahleko.

Izikolo zingadibanisa imixholo yemekobume kwizifundo zazo zesikolo, zidala umbhobho wabaxhasi abaselula abanolwazi. Amaqela e-PR kufuneka anikele iiqonga zoshicilelo kunye nezinto zegumbi lokufundela ezihambelana nemigangatho yenzululwazi yesizwe. Ezi zikolo azikwandisi nje kuphela iphulo kodwa zikwaxhasa inkxaso yexesha elide yesebe lokunyamekela imekobume.

Kwi-Dpeth Supsociations of theological Proview PR

Imizekelo yehlabathi lokwenene inika ubungqina obucacileyo bamandla e-PR okukhuthaza ubugosa bokusingqongileyo. Olu hlolisiso lulandelayo lubonisa indlela abantu abahlukeneyo abasebenzisa ngayo iindlela zePR ukuze bafumane iziphumo ezinokufikeleleka.

Isithakazelo sezibuko laseGreen City: Ukuhlenga-hlengisa Ukusebenzisa iPlastics Enye

Portland, Oregon, kudala iqashelwa njengenkokeli ekulondolozweni kwedolophu. IGreen City Initiatiative, endululwe ngo-2018, ejolise ekunciphiseni ukusetyenziswa kweplastiki enye nge 50% kwiminyaka emihlanu. Iphulo lePR lisekelwe kuthotho lwezingcelele ze “Plast-Sibili Ezikhululekileyo” zisebenzisana neevenkile zekofu, iivenkile zokutyela, kunye nezitore zokuthengisa ivenkile. NgoLwesibini ngalunye, amashishini athelekisa intengiso anika abathengi abathengenwayo.

Eli phulo lasebenzisa umxube wempembelelo yezentlalo-ntle, iincwadi zengingqi, kunye namabala kanomathotholo asekuhlaleni ukusasaza igama. Amatsha - ntliziyo asasaza amatshatshana neengxowa ezinokuphinda zisetyenziswe kwiimarike zamafama, nto leyo eyabangela ukuba kubekho ubukho obubonakalayo. Iqela lePRR kwakhona lasebenza noPortland Public Schools ukulungiselela iindibano kunye nokhuphiswano lobugcisa olujoliswe kungcoliseko lweplastiki. Ekupheleni konyaka wesithathu, isixeko safumana unciphiso oluzipheko lweplastiki enye inkunkuma. Inyathelo elafunyanwa lisuka ku- i-Oregian kwaye labalaseliswa yiBhunga le-Devity [FLT] [FLT]] [F2]]

Ukuvuselelwa Kwezolimo EDoroit: Ukusuka Kwiziko Leenkovu Ukusa Ekutyeni

EDetroit, iqela lamaqela asekuhlaleni lasebenzisa iPR ukuguqula izinto ezishiywe zize zibe ziifama zasedolophini ezinemveliso. Eli phulo, elaziwa ngokuba “iDetroit Sown,” laqala ukugxekwa ngabahlali ababebone izithembiso zisanda kuphinda ziqalwa. Icebo lePR lijolise ekuboneni ukukhanya kunye nokuphumelela. Isitiya ngasinye esitsha sasibhiyozelwa ngeqela elithintelayo, ngokufuthi libonisa abapheki basekuhlaleni ababepheka ngemveliso evunwayo.

Ushicilelo lubalaselisa iingenelo zezoqoqosho nezempilo zolimo lwasedolophini: imisebenzi yolutsha lwasekuhlaleni, imveliso entsha ehlayo ekutyeni, kunye nokuncitshiswa kwamanzi eqhwithela. Le website yephu elibonisa indawo kunye nemveliso yomyezo ngamnye. Kwiminyaka emibini, iDetroit Sowd yaseka imiyezo yoluntu engama-60, kwaye ibhunga lesixeko lamkela isigqibo esixhasa utshintsho lokulima kwedolo-dolo. Impumelelo yephu yagutyungelwa yi-National Geographic [ kwaye yaba ngumzekelo wokufunda kwi iP] iPPPPP /FLT]

Iphulo LaseBaltimore Lokucoca Iindlela Zamanzi: Ukunikela Abemi Ekubuyiselweni

Izibuko laseBaltimore linembali ende yongcoliso lwemizi - mveliso, kodwa iphulo le-PR lama-2019 elibizwa ngokuba yi- “Harbor Alive” liqale ukutshintsha indlela yokuqonda nokwenza uluntu. Iphulo elihambisana nee-Baltimore Aquarium kunye nee-club zasekuhlaleni ukulungiselela u`Indlela ehamba emanzini', apho abemi bakhona banokuvavanya ubunjani bamanzi kwaye babone imisebenzi yokulungisa. Izinto ze-PR zigxininisa izenzo ezilula ukuthatha inkunkuma okanye ukusebenzisa imigqomo yemvula.

Iphulo elisetyenziswa ekuboniseni ukuphucula umgangatho wamanzi ngexesha, ukwenza iinjongo eziphathekayo zokucoca zibonakale. I-app ehambayo ivumela abemi ukuba banike ingxelo yokulahla okungekho mthethweni nokubona ungcoliso lwexesha lokwenene. Kwiminyaka emithathu, inani leeyure zokujonga amanzi zamatsha - ntliziyo lanyuka ngama-300%, kwaye amanqanaba ebhakteriyo ezibuko ehla asezantsi kakhulu kumashumi eminyaka. Iphulo lamkela i-PRSA Silver Anvil Award kwaye lachazwa njengebalazwe yi-Balmoremoremolette [[FLT:]

Izifundo Ezifundwa Kuphulo Oluphezulu

Xa sihlolisisa amaphulo aphumelelayo sifumanisa ukuba iPR iza kusinceda sikwazi ukuzenzela ulwazi ngemekobume, kodwa oko kusinceda siqiniseke ukuba siyakwazi ukuceba kakuhle.

Umyalezo Ongaguquguqukiyo Nocacileyo Ayinakuguquleka

Iphulo ngalinye kufuneka lizinziswe kumyalezo ongundoqo ohlala uhambelana kuzo zonke iziqhagamshelanisi. “ULwesibini Lwesininzi-Esikhululekileyo” lwasePortland lwasebenza kuba ubizo lokusebenza lwalulula kwaye luphindaphindwa. Umyalezo odla ngokudida abaphulaphuli kunye nempembelelo encitshisiweyo. Amaqela e-PR kufuneka avelise isiseko sokuthumela imiyalezo esiquka iphetshana eliyintloko, inkxaso yezibakala, kunye nesenzo esinqwenelekayo.

Ukunikela iMifanekiso namabali eDrive Ithatha Inxaxheba

Okuqulethwe ngumboniso kuphumele ngcono kunemiyalezo ebhaliweyo kuphela kuzo zonke iinqanaba. Ikampeni ezisebenzisa ukufota okuphezulu, izicatshulwa zevidiyo, kunye nemifanekiso ebhaliweyo zibona ukuganana okuphezulu. Imifanekiso ye-Detroit Sown yangaphambi nasemva kwemifanekiso yamafama angenalutho eguqulwe yaba yingadi ezintle zahlulwa kangangamawaka ezihlandlo kwi-media yezentlalo-mbini. Amaqela e-PR kufuneka afake imali kumntu onobuchule bokufota okanye kumzobo wevidiyo, nokuba zizeziganeko ezimbalwa eziphambili.

Impembelelo yophinda-phindo olukumgangatho weenqanawa eziqeqeshiweyo

Akukho ntlangano inokwenza oku kuphela. Amaphulo aphumelelayo avelisa izivumelwano nezikolo, amashishini, amaziko onqulo, kunye norhulumente wasekuhlaleni. iqabane ngalinye lizisa abaphulaphuli balo kwaye linokuthenjwa. Izikhuseli zeBaltimore Eziphila zaphumelela ngokwenxalenye kuba igama le-quarium legunya lenzululwazi laxhasa oko kwakuthethwa liphulo. Amaqela ePR afanele afune ngokukhutheleyo amaqabane akwimilinganiselo ehambisana nosukelo lwalo phulo nawafikelela kwezawo.

Umlinganiselo kunye nokuziqhelanisa kuyinto enzima

Ngaphandle kweziphumo zokulinganisa, iphulo alinakuphuculwa. Sebenzisa ezi nkcazelo njenge media, iziphumo zezentlalo, iziganeko, iiyure zamatsha - ntliziyo, kwaye ngokubalulekileyo, kwaye-(_iiponti zenkunkuma eziqokelelwe, inani lemithi etshalweyo, umgangatho wamanzi ophucukileyo).

Ukoyisa Imiqobo Eqhelekileyo KwiPR Yokusingqongileyo

Kwaneyona miqobo icwangcisiweyo. Ukuzazi ezi ngxaki kunceda amaqela ePR alungiselele iindlela zokulungisa.

Ukungakhathali Nokungakhathali

Amalungu amaninzi oluntu avakalelwa kukuba iingxaki zemeko-bume zinkulu kakhulu ukuba zingaba zizinto ezenziwa ngumntu ngamnye. I-PR kufuneka ilwele ukugxininisa amandla adibeneyo ezenzo ezincinci. Ichaza: “Ukuba wonk ’ ubani edolophuni yethu ufaka ibhotile yeplastiki enye endaweni yayo ngenye ekwindawo, sisindisa iibhotile ezingamashumi amahlanu ekhukulisiweyo nyaka ngamnye." Sebenzisa amanani aqinileyo kunye nokuthelekiswa kwendlela.

Ukuhlaziywa Kwezobupolitika

Imibandela yemekobume ingaba yindawo engaqhelekanga, ephambukeleyo yoluntu. Ukuphepha oku, amaphulo efreyimu ajikeleze iziphumo ezibalulekileyo: impilo kawonke-wonke, imali egciniweyo, ubunjani bobomi, kunye nezizukulwana ezizayo. Kuphephe ukusebenzisa i-ankile enxulumene nentsebenziswano yezobupolitika. Umzekelo, endaweni “yesenzo esingunobungozi,” thetha ‘ ngezomoya ococekileyo kunye neendleko eziphantsi ze-ekhompyutha.” Gxinisela kwingenelo lasekuhlaleni elingaphaya kwemigca yeqela.

Uqingqo - mali Olulinganiselweyo

Imibutho emincinane ayinako ukuthenga ii-PR ezibiza imali eninzi. Kodwa iindlela eziphantsi zentengiso zisasebenza: i-media yezentlalo, ingeniso ye-media ngoshicilelo, izithuba zeziganeko zesisa kwi-packi, namaqela onxibelelwano aqhutywa ngamatsha - ntliziyo. Sebenzisa izixhobo zesisa njenge-Canva ukwenzela umzobo ne-Hootsuite ekucwangciseni. Ikhomishini yothungelwano lwaseyunivesithi efumana ityala lezifundo. Isitshixo kukufumana ingeniso yemali ngezonyango kunokuba ube sisityebi.

Ukulinganisa Impumelelo Yamaphulo Okusingqongileyo EPR

Impembelelo eninzi yePR idume kakubi, kodwa amaphulo okusingqongileyo aluncedo kwiziphumo eziphathekayo. Umlinganiselo obanzi uquka uthungelwano kunye nemigaqo yemekobume.

Amanani oThungelwano

  • Ingxelo efunyenwe ngabasemaphepheni nelizwi
  • Ukuncokola ngamajelo eendaba (njengezincoko, iintlupheko, amagqabaza, abalandeli abatsha)
  • Izithuthi ze-website nexesha elikwiphepha
  • Ukunikezelwa kwengxelo yemali
  • Ukwanda komrhumo womrhumo weposi

Amanani okusingqongileyo

  • Umqulu wenkunkuma uphethulwe (izinto eziphinda ziphinde zicinywe, compost)
  • Inani lemithi etyalwe okanye eluhlaza edalwe
  • Ukuphucula umgangatho wamanzi (umz., umlinganiselo weoksijini onyibilikileyo)
  • Ukunciphisa kusetyenziso lweplastiki enye (ngobunzima okanye ubalo lwento)
  • Inani lamakhaya athabatha inxaxheba kwiinkqubo zokuphinda zisetyenziswe okanye

Ukudibanisa eziseti zimbini ze data zithetha ibali elipheleleyo. Umzekelo, ukuba iimbono zejelo leendaba ziphezulu kodwa zincinci kakhulu, iphulo libonakala lingaphumeleli ukuguqula uphando lube lunyathelo. Lungisa iindlela ngokunjalo, /mhlawumbi unxulumano lwenyathelo belungacacanga, okanye imiqobo yokubamba inxaxheba yayiphezulu kakhulu.

Utyekelo Lwekamva KwiPR Yokusingqongileyo

Ibala lePR elisingqongileyo lijikeleza ngokukhawuleza. Iingcali kufuneka zihlale zihamba ngaphambi kweziphumo eziliqela ukuze zihlale zisebenza.

Ujongo lwamanani lwamanani olujikelezekayo oluphezulu

Inkqubela kubugcisa bokubekwa kwendawo ivumela amaphulo okujolisa imimandla ethile okanye kwanezitrato ezinemiyalezo elungisiweyo. Iphulo lokuthuthwa kwenkunkuma linokunyanzela abemi ukuba bakhumbuze ukuba usuku lwabo lokuphinda balungise iveni lutshintshile. Lo mgaqo wobuchule unciphisa ukusetyenziswa kolwazi oluninzi nolwandiso.

Amava Enyaniso Enyaniso Enyani

Ibali elithe ngqo liyafikeleleka. Iqela lePR lingadala ukhenketho lwevidiyo lwendawo evuselelweyo, ivumela ababukeli ukuba “bahambe ngakwindawo yokuhlala ekwigumbi labo lokuhlala. Iinkqubo zokwenene zinokubabonisa abasebenzisi ukuba bavelisa inkunkuma engakanani yeplastiki xa kuthelekiswa nommelwane, iguqulela ugcino-lwazi lube lucelomngeni lobuqu.

Umgangatho wasekuhlaleni

Abaxhasi besizwe babiza kakhulu kwaye bangavakalanga kwindawo abahlala kuyo. Endaweni yoko, amaphulo athe chatha nama- “micro-influencer"." "oopheki, ootitshala, okanye iinkokeli zecawa) abazinikele kubalandeli abakwingingqi. Ezi mpembelelo zijongwa njengeziyinyaniso nezithembekileyo, zenza ukunconywa kwazo kube namandla ngokukhethekileyo okuguqula ukuziphatha.

Unxulumano olunengxelo yokuzinziswa kweKhomprate

Njengoko iinkampani ezininzi zipapasha iNkathibume, iSocial, neGenerance (ESG), amaphulo ePR angadibanisa amagosa ebutho labantu neenjongo ezisebenzelayo. Ishishini lasekuhlaleni elixhasa iphulo lokutyala imithi lingaquka iziphumo kwingxelo yalo yonyaka ne-ESG, ukuyila umjikelo olungileyo wokusasazwa kosasazo olufanelekileyo kunye nempembelelo yemekobume. Amaqela ePR kufuneka anikele ngokuqhubekayo ingxelo kumaqabane enkampani ukuqinisa ulwalamano lwawo.

Isiphelo

Ulwalamano lukawonke-wonke aluyonto ilula ukulungiselela ukuphatha imeko-bume, kwaye luyimfuneko. Ingingqi ezityalisela unxibelelwano olucwangcisiweyo ibone ukuba nenxaxheba ephezulu kwiinkqubo zokuxhasa, umanyano olunamandla phakathi kwamacandelo, kunye nenkqubela-phambili esebenzayo kwimpilo yemekobume. Ukusuka ekuncitshisweni kweplastiki yePortland ukuya kwiifama zasedolobheni likaDetroit ukuya ekubuyiselweni kwamazibuko eBaltimore, ubungqina bucacile: ukuguqula inkxalabo yePR ibe kukuzibophelela okusebenzayo.

Iingcali zePR ezisebenza kule ndawo kufuneka zithathe umlinganiselo wento ebhaliweyo, idata edityanisiweyo, kunye nentsebenziswano enqamlezayo. Kufuneka zihlale zivumelana nezixhobo ezintsha kunye nobuchule obutsha njengoko ubugcisa kunye noluntu lufuna ukuguquka. Usukelo lokugqibela asikokwazisa kodwa kukuphefumlela `ukukhusela ubuncwane bendalo apho busiba bubunibo, hayi nje uxanduva.

Kumaziko afuna ukusungula okanye ukuphucula imigudu yawo yokusingqongileyo yePR, indlela engaphambili iqala ngokuphulaphula. Qonda ukuba yintoni imilinganiselo yoluntu lwakho, miqobo ejamelana nayo, kwaye yiyiphi imiqobo abayithembayo. Emva koko yenza iphulo elithetha ngezo nyaniso. Ngomonde, ngobuchule, nangokuzimisela ukubonakala, iPR inokukunceda ukuba ujike uluntu lube ligosa lokusibume balo.