Indima Yobuhlobo Bomphakathi Ekuphazamiseni Ukuqashelwa Kwezimiso Zomphakathi

Ubudlelwane bomphakathi (PR) busebenza njengendlela ebucayi yokwazisa, ukufundisa, nokuhlanganisa umphakathi ezindabeni zesimiso. Ezimisweni zentando yeningi, igebe phakathi kwezinqubo zomthetho eziyinkimbinkimbi nezokuqonda kwezakhamuzi zansuku zonke libanzi. Ochwepheshe be-PR babhulomela lelogebe ngokuhumusha ulimi lwezobuchwepheshe ukuba lube yizindaba ezifinyele, ukufaka ababambisi bemidanti, nokuqhuba izihloko zezindaba. Umsebenzi wabo awumane udlulisele ulwazi; uthonya ukuqaphela okuyisisekelo sengxoxo yomphakathi nezenzo zomthetho. Lesi sihloko sihlola indlela iPR ewusizo ngayo ukuqapha inqubo yezimiso, amasu akhethekile asetshenziswayo, izinselele ezibhekene, kanye nendima ethinta inqubo yokuxhumana ngezimiso.

Isizathu Sokuba Ubuhlobo Bomphakathi Bube Yindaba Yokuthuthuka Kwezimiso

Ukwenziwa kwenqubo kuwumncintiswano wokunakwa nokuhlelwa komthetho ngokwemvelo. Ohulumeni, amaqembu okuphatha izigebengu, izinkampani, nezinzuzo ezingakhi konke ukuchaza izindaba nokuhlela uhlelo. Ubudlelwane bomphakathi bunikeza uhlelo oluhleliwe lwalowo mncintiswano. Ngokubhala imiyalezo ecacile, ukuphoqelela nokuyisa ngezindlela ezihloselwe, ochwepheshe bePR baqinisekisa ukuthi iziphakamiso zithola ukubonakala okudingekayo ukuze bazuze inzuzo. Ngaphandle kokuphumelela iPR, ngisho nezimiso ezicatshaliwe kahle kakhulu zifaka engozini yokulahlekelwa yisisulu noma ukukhohliswa abaphikisi.

Ubunkimbinkimbi Obucacela Umphakathi

Izimiso eziningi zigcwele izikhombo zobuchwepheshe, izikhombo ezingokomthetho, kanye nokwaziswa okungokomnotho. Izakhamuzi ezingenaso isikhathi noma ubuchwepheshe bokwenza izindleko zamakhasi angu-200 noma ukukhipha ithonya elinamandla. Ochwepheshe be-PR bakhipha lezi zinto eziyinkimbinkimbi zibe yizifushaniso ezicatshangelwe, amaphepha, nokulandisa okubonakalayo. Basebenzisa izibonelo ezicacisiwe, ukulandisa, nokuchaza izinto ezicatshangelwe kahle ukuze benze imiqondo ecacile. Lokhu kubaluleke kakhulu ekwakheni ukuqaphela okukhulu nokusiza izakhamuzi ukuba zikwazi ukwakha imibono eqondiswe kahle. Ngokwesibonelo, ukuphikisana ngekharbonthiswayo kuyenzeka uma kuchazwa ngemiphumela yasekhaya noma imiphumela yendawo ezungezile.

Ukwakha Ukusekela Komphakathi Nomthetho

Ukusekela komphakathi kuyindlela enamandla yenhloko - dolobha yezombangazwe. Uma izakhamuzi ziqonda indlela isimiso esiyozithinta ngayo ngokunenzuzo, zithambekele kakhulu ekuyisekeleni − ngokuthintana nezikhulu ezikhethiwe, ngokusayina izicelo, noma ngokuvota ngokuvumelana nemibono yazo. Imikhankaso ye-PR ihlakulela lokhu kusekela ngokuthumela imiyalezo engaguquki, isakhiwo esihlangene, kanye nokukhipha izijumbano zotshani. Umgomo uwukwakha umuzwa wokuzibandakanya nokuphuthuma kwenqubo. Ukuphumelela kwe-PR kuguqula izingqapheli ezikhuthele zibe abameleli bemithetho. Le nqubo futhi ifaka imvume esemthethweni: icebo eliqondwa njengokusekelwa umphakathi kunzima ukuba abashicishisi benzile noma baphikise.

Ukuvala Imishini Yezindaba Nokuphotha

Imithombo yezindaba iyindlela eyinhloko okungena kuyo ukwaziswa komthetho emphakathini. Ochwepheshe be-PR bathonya ukuthi yiziphi izindaba ezihlanganisiwe nokuthi zihlelwa kanjani. Ngokudayiswa, ukufushaniswa kwemithombo yezindaba, nezingxoxo ezikhethekile, banikeza izintatheli nge-engile elungiselelwe, amaphuzu okwaziswa, futhi bacaphuna okuhambisana nemigomo yazo yokuzibekela umthetho. Ukuhlela ngokuhleleka . Ukuhlukanisa iziphi izici zendaba ukuze kugcizelelwe ukuthi i-"acan" i-transchession. Isicelo sokulungisa intela singabekwa njenge "relief yemikhaya esebenzayo" noma "ukunika abacebile" kuye ngezinhloso ze-PR lans esetshenziswayo. Ukukhomba okuhle ngokuvamile kunquma ukuthi inzuzo noma inzuzo.

Iziteshi Zokumenyezelwa Kwemithetho Yomphakathi

Odokotela be - PR banamuhla basebenzisa izinhlobonhlobo zamaqhinga angokwesiko nawama - computer ukuze badlulisele izigijimi ezihleliwe.

Ubuhlobo Nezimpahla Ezisakazwa Ezingamaphepha

Imithombo yezindaba etholakale ngokukhangisa ngezindaba kunokuba ikhokhelwe, ihlala iyisisekelo sesimiso sokukhangisa iPR. Press commines, i-Prons professions, nespectives zivumela amaqembu e-PR ukuba alawule isikhathi kanye nokufakwa kwezaziso kuqala. Izincwadi zokwaziswa (izincwadi) kanye nezincwadi eziya kumhleli zinikeza abaholi iqophelo lokucabanga ukuze benze indaba ngokuqondile emphakathini. Izazi ze-PR zithuthukisa ubuhlobo nezintatheli eziphethe izindawo ezithile, zizenze zikwazi ukufaka imiqondo nemithombo yezindaba engochwepheshe emgedeni wezindaba. Izincwadi ezibhalwe ephepheni elikhulu zingafinyelela izigidi futhi zishintshe ingxoxo ebusuku.

Imizamo Yezobuchwepheshe Neyezokuxhumana

Izindawo zobuchwepheshe ziye zaguqula ukuqashelwa kwezimiso. Amapulatifomu ezokuxhumana anjenge-Twitter, i-Facebook, i-Link i-Icenddient, ne-Tik Tok avumela imikhankaso ye-PR ukuba igqithe abagcini-sango bakudala futhi ikhulume ngokuqondile nezibukeli. Imikhankaso, amavidiyo e-virus, kanye nokubambisana kwezokuthonya kungadala ukubonakala okukhulu kwezimiso zenqubo yenqubo yesinqumo sokuhlela imali edingwayo. Isivinini nemishini yezokuxhumana ye-tekthi evumela ukufakwa okuqondile kwemigomo ye-"messageome" ingahlanganiswa nezindawo ezithile, izifunda zendawo, noma izifunda ze-ogalelo-mthetho. I-Mamail kanye ne-advocacy zigcina abaxhasi besazi futhi zilungele ukwenza uma isinqumo sesimiso se-teccomssss eziseduze ziseduze zenqubo yanamuhla.

Ukuhlanganyela Komphakathi Nezimpande Zomthofu Ezizishintshayo

Izivumelwano eziqinisekile zomphakathi zakha ukwethembana futhi zibonisa ukuthi umthetho awuyona nje indlela ephezulu kodwa ukusabela ezidingweni zangempela. Amahholo edolobha, amahholo omphakathi, amashabhu, nokudweba umnyango wendlu nomnyango kudala amathuba okuxoxa ngezindlela ezimbili. Ochwepheshe be-PR basizala lezenzakalo, ukuqinisekisa ukuthi amazwi athintekayo azwakala futhi abhalwe phansi. AmaGrassroot ahlela ukubutha abaholi bendawo, amaqembu okholo, namabhizinisi amancane ukuba abe amanxusa enqubo. Uma ekhuluma ngokuqondile nabameleli bawo, ithonya linamandla kakhulu kunanoma yiziphi izingcingo zomkhakhakha. Lokhu kusebenza ngokukhethekile ngezimiso zendawo, njengoshintsho, ukuxhasa isikole, ukuxhasa imali, noma ukuxhasa izinhlelo zempilo.

Isakhiwo Sendawo Yokuhlala Nezingxenye Zesithathu

Ayikho inhlangano eyodwa engabusa ingxoxo yezimiso iyodwa. Imikhankaso ephumelelayo yePR yakha imifelandawonye yamaqembu anezingqondo ezifana ne-PR, izinhlangano ezingazuzisi, izinhlangano zezemfundo, izinyunyana zezisebenzi, nezinhlangano zomphakathi . Ukuhlanganisa izinhlangano zezisebenzi ezihlangeneyo kuveza ukuthembeka kwazo, izilaleli, nemithombo. Ochwepheshe be-PR baxhumana ngokubambisana ukuze baqinisekise ukungaguquguquki kuyilapho bevumela umngane ngamunye ukuba akhulume ngezwi lakhe siqu. I-sithathu sigunyaza esivela kubantu abahlonishwayo [1] Ochwepheshe bezentengiselwano, abaholi bezentengi, abaxhasi bempi, abasekela ukuthembeka kwabo futhi baqhube igunya. Uma umthetho usekelwa umfelandawo ehlukene, othembekile, uba nzima ukuvumela ukuba umuntu ngamunye akhulume ngezwi lakhe noma angazifuni.

Ukuhlola Izifo Ngesimiso Esiphumelelayo Se - PR

Umkhankaso Wokulawula Ugwayi

Inye yemizamo yomphakathi ephumelela kakhulu emlandweni wanamuhla umkhankaso wembulunga yonke wokulwa nokusetshenziswa kukagwayi. Emashumini eminyaka, amaqembu e-PR ezinhlanganweni zezempilo zomphakathi njenge-American Lung Association ne-World Health Organization aphinde afaka ukubhema enqunyweni efuna yena siqu empilweni yomphakathi. Asebenzisa izikhangiso ezishukumisayo ngokomzwelo, izimemezelo ezigciniwe, nemibiko ye-data edaliweyo ukuze abangele ukusakazwa kogwayiswa. Isakhiwo se-Coalition nezazi zezokwelapha namaqembu abazali sandisa lomyalezo. Ngokuhamba kwesikhathi, lomzamo oqhubekayo we-PR washintsha umbono womphakathi, waholela ekunqobeni komthetho njengokuvinjelwa kokubhema ezindaweni zomphakathi, intela ephakeme ngogwayinsi, nezimpawu ezibonisa isixwayiso. Ukuqashelwa kwezezindaba nguPR kwaqolo lwezenyulwa ekusindiseni ukuphila kwabantu.

Ukufihla Izindaba Zomuntu Siqu Namalungelo Ezobuchwepheshe

Eminyakeni yamuva, abameleli bezindaba zomuntu siqu baye basebenzisa iPR ukuphakamisa ukuvikela ukwaziswa ekukhathaleleni imfutho yesimiso. Izinhlangano ezinjenge-Electronic Foundation ne-ACLU ekwazile ukufinyelela i-media, imikhankaso yezenhlalo, kanye nobudlelwane obuhlangene bokufundisa umphakathi ngokuqapha, ukudluliswa kwemininingwane yemininingwane, nokulandelelana kwezinhlangano. Imizamo yabo yakha ukucindezela kwabamisi-mthetho, iphumela emthetho wesimemezelo njengomthetho we-California Consumercial Act (CPA) kanye ne-GRANUMive Data Evikela i-Reglide (GPR). I-PR yenza ukuba imfihlolo yeze mvume yokweba, ukuthumba okungafunwayo, nokuxhatshaziwe kwezelelwe inkampani yezemthetho esemthethweni.

Izinselele Ebuhlotsheni Bomphakathi Zokuqaphela Izimiso Zokusetshenziswa Kwesimiso Somthetho

Naphezu kwamandla ayo, i - PR enkundleni yemidlalo ibhekene nezithiyo ezinkulu odokotela okumelwe baziqondise ngokucophelela.

Ukungaqondi Nokungaqondi

Ukusakazeka okusheshayo kokwaziswa okungamanga noma okudukisayo kusongela imikhankaso yokuqapha yezimiso. Abaphikisi bangase bahlanekezele ngamabomu amaqiniso, basasaze imibono yozungu, noma benze izimpande zotshani zomgunyathi (ukuhlola) ukuze kunciphe ukwethenjwa kwesimiso. Ochwepheshe be-PR kumelwe baqaphe ekuhloleni isimo solwazi futhi balungele ukulungisa ukungaqondi ngokushesha. Lokhu kudinga indlela ephindwayo: ukukhipha amaqiniso, ukuhambisana nezinhlangano ezilawula iqiniso, kanye nokuvikela ukwaziswa okunembile okunenzuzo. Ukwakha idumela lokwaziswa lokubona nokuthembeka kuyindlela engcono kakhulu yokuvikela ukukhomba, kodwa kuyimpi eqhubekayo.

Imithombo Yezindaba Nokuhlukana

Izezindaba zanamuhla zihlukaniswe kakhulu futhi zihlukene phakathi. Izindaba zisetshenziswa kakhulu emithonjeni eqinisa izinkolelo zayo ezikhona, okwenza kube nzima ngesigijimi esisodwa sePR ukufinyelela ekwahlukaneni kwemibono. I-Media .Inselele eqondwayo noma engokoqobo yama-scan zenza kube ngcono ohlangothini olulodwa lwempikiswano. Ochwepheshe be-PR kumelwe bafake ukufinyelela kwabo ezingeni ezihlukene nasezikhungweni, besebenzisa ulimi nokufushanisa okuthinta izilaleli ezithile ngaphandle kokukhipha ukunemba okungaqondile. Inseleleka iwukuphula amagumbi angena ezindlebeni futhi bangene abantu ezingxoxweni ezizuzisayo, ngisho nasezindabeni eziphikisanayo.

Ukungabaza Komphakathi Nokungathembani

Ukuthembela ezinhlanganweni − uhulumeni, izinkampani, imithombo yezindaba, ngisho nenzuzo engakhi-nzuzo, kuye kwancipha emiphakathini eminingi. Umphakathi ongabazayo ungabheka imikhankaso ye-PR njenge-spinal noma ukulawula. Ukunqoba lokhu kugxeka kudinga isibopho sokunikeza inani eliqotho. I-PR kumelwe igxile ekunikezeni ulwazi oluqondile, ukuvuma okuqotho kokudayisa, kanye nemikhondo evulekile yokunikeza impendulo. Imikhankankani ebonakala ilula kakhulu. Ukwakha ithemba liwumsebenzi othatha kancane, kodwa kubalulekile ekuthonyeni isikhathi eside ekuqapheleni imithetho.

Imithombo Yezinto Ezibalulekile Nezinto Eziza Kuqala

Ukuphikiswa okunemivuzo emikhulu kungaqeda amaqembu afuna ukukhokha, ukuminza imiyalezo yawo ngezimali ezinkulu zokukhangisa. Izinhlangano ezincane zingase zintule izisebenzi, ubuchwepheshe, noma ubuchwepheshe ukuze ziqhube imikhankaso eyinkimbinkimbi. Ochwepheshe be-PR kumelwe basebenzise imishini elinganiselwe: ukugxila emaqhingeni aphakeme, ukuthungatha okusebenza, ukuqoqa iziteshi ezisebenzayo, futhi ukwakha imifelandawo ehlangene ukuze kuhlanganise imithombo yemali. Ukusungula nokusheshisa ngokuvamile kuvala izikhala zezimo zebhakela, [1] Ivideo eyodwa ye-ivirustureyo noma indaba yomuntu enamandla engokongafeza lokho izigidi ezikhangisweni ezikhokhelayo ezikhokhelayo.

Ukulinganisa Umphumela We - PR Ekuqapheleni Izimiso Zomthetho

Kunzima kakhulu ukuchaza ukuphumelela kwenqubo ye-PR. Ukuqaphela kuyisandulela sokuthatha isinyathelo, kodwa akufani nempumelelo yemithetho. Abaqondisi basebenzisa izinhlobonhlobo ze-millimeter ukuze bahlole ithonya labo:

  • Imedia ifinyelela futhi ihlaziywe ngokomzwelo: Ukuthola inani lezihloko, ukuphawula kwezezokuxhumana, nephimbo lokufihlwa kusiza ekuhloleni ukuthi isigijimi sisakazeka ngokuphumelelayo kanjani.
  • Ukuhlola umbono: Ukuhlolwa ngaphambi nangemva kwesilinganiso somkhankaso sokuqaphela, ukuqonda, nokusekela inkambiso.
  • [ Ukuchofoza ngocingo nokuthembisana: Ukuchofoza, ukuhlanganyela, ukukhulumela, nesikhathi esichithwa emakhasini okufunda izilaleli kubonisa isithakazelo nokubuyisana.
  • [[[QT:0] Izimpawu ze-palitist message: impumelelo enjengokuthulula isigqebhezana, ukuqulwa kwekomiti, noma amavoti asesitezini abonisa ukuthi ukuqapha kuguqulela esenzweni sezombangazwe.

Akukho metric eyodwa elandisa indaba yonke. Ukuhlola okunempumelelo kuhlanganisa ukwaziswa okunemininingwane ye-quantitimetive nemininingwane ehambisanayo − imibiko evela kumalungu ahlangene, ukuzwa kwabaphathi bezimiso, nobufakazi obuqinile bokuziphatha okushintshile. Isilinganiso sokugcina siwukuthi isimiso siqhubekeka ngendlela eveza intando yomphakathi, kodwa ochwepheshe be-PR kumelwe bamukele lezozici eziningi ezingenakulawula imiphumela.

Ikusasa Le - PR Ngokusetshenziswa Kwesimiso Somthetho

Izindlela eziningi zibuye zishintshe indlela ubudlelwane bomphakathi obuthonya ngayo ukuqapha kwezimiso. Amathuluzi obuchwepheshe abangela ukuhlolwa komyalezo okuyinkimbinkimbi, ukuhlelwa kwezilaleli, nokugadwa kwangempela. Nokho, aphakamisa nemibuzo engokwezimiso mayelana nokuxhashazwa kanye nokufakwa kwama-ayifake. Ukwanda kwezenyuziyamu ezikhokhelwayo emapulatifomu ezenhlalo kusho ukuthi isilinganiso sezinto eziphilayo siyancipha, ukuphoqelela imikhankaso yePR ukuba ifake izimali ezengeziwe ekukhangiseni okufuna ukuvelela. Ngesikhathi esifanayo, isidingo sokuvela nokwethembeka kukhula .

Olunye ushintsho olubalulekile yindima ekhulayo yenkambiso yomphakathi yokulawula ukuphatha izigebengu. Izinhlangano ziyaqhubeka zithatha imingcele ezindabeni zezenhlalo nezendawo ezungezile, zisebenzisa imithombo yazo ye-PR ukuze zihlele imiphumela elawulayo. Lokhu kufiphaza imigqa phakathi kokuxhumana kwezebhizinisi nenqubo, kuphakamisela wonke amathuba nezingozi. Izisebenzi zePR zidinga ukusebenzisa le misebe ngekhampasi eqinile, ziqinisekisa ukuthi umsebenzi wazo ufeza isithakazelo somphakathi njengoba uthuthukisa izinhloso zenhlangano.

Isiphetho

Ubudlelwane bomphakathi abuwona nje umsebenzi osekela ukusebenza kwesimiso; buwumshayeli oyisisekelo wokuqaphela umphakathi nokuhlela ngentando yeningi. Ngokuhumusha ubunkimbinkimbi, ukuhlanganisa, ukulandisa okuphathelene nezindaba, kanye nemiphakathi, ochwepheshe be-PR basiza ekuqinisekiseni ukuthi izimpikiswano zezimiso ziyafundiswa, zihlanganiswe, futhi zisabela kubantu abathintekayo. Indima idinga ukucabanga okuhleliwe, ukuqondisa okungokokuziphatha, nokuzivumelanisa okungapheli ekushintsheni ubuchwepheshe nezindawo zezokuxhumana. Njengoba inqubo iqala ukuyinkimbinkimbi kakhulu (*) kusukela ekushintsheni isimo sezulu kuya ekushintsheni imfihlo empilweni yempilo yomphakathi ($] ukubaluleka kwe-PR engokwandisa ukuqaphana nokuqhubelisa isenzo esikhuthaza inzuzo. Ukuqonda lendima ibalulekile kunoma ubani osebenza emnqamleni wezokuxhumana, i-adicotation, ne-comation, kanye nokubusa.