Ukuqonda Ama - Stake: Okwenza Ukucabanga Okusobala Kube Yinkinga

Impikiswano iyinto engenakugwenywa ngabaholi bomphakathi. Kungakhathaliseki ukuthi ibangelwa ukuphambuka kwenkambiso, ukuphambuka kwezimiso, ukusabela ngenhlekelele yemvelo, noma ukuxabana kwezenhlalo yezokuxhumana, indlela umholi asingatha ngayo lesi sikhathi ayinqumi ikusasa labo lezombangazwe kuphela kodwa futhi nokuthembela komphakathi ezinhlanganweni. Umphakathi awukho ukulinganisela okuncane; uthinta ngokuqondile ukuxhasa imali, ukuvolontiya, ukuvumelana nesiqondiso sempilo yomphakathi, kanye nokubambisana kwezenhlalo kwedolobha noma isifunda. Umholi ohlulekayo ukulawula ikusasa phakathi nempikiswano angase athathe iminyaka eminingi ilahlekelwe ukuthembeka okungakholeki ngokuphelele.

Ubudlelwane bomphakathi abubangelwa ukuphotha noma ukulawula. Yinqubo emisiwe yokuhlela izenzo nezindinganiso nokuxhumana okucacile, ngokukhululekile, futhi ngokusabela. Uma abaholi bomphakathi bemukela i-PR njengemisebenzi ewusizo .Kunokuthatha i-PR njengendlela yokuthatha i-"rather" kunokuba iphikelele ngokuphikisana okunamandla, okusekelwe kakhulu ebuhlotsheni bokwethembana kakhulu nabamelelwayo. Lokhu kuhlanganisa izisekelo ezibucayi, izinyathelo zobuciko, kanye nezibonelo zangempela zezwe wonke umholi womphakathi okudingeka azi.

Izimiso Zomkhomo Ze - PR Yabaholi Bezinkawu

Ukubona Kahle Nokugcina Uthembekile

Isu lomzwelo wokuqala abaholi abaningi abanalo phakathi nempikiswano ukucubungula, ukuphambuka, noma ukulibala. Nakuba kuqondakala, lendlela icishe ibe yizimo ezibuya ngokuphazima kweso. Enkathini yokwaziswa okusheshayo, amagebe endabeni engokomthetho agcwaliswe ukuqagela, abaphikisi, nemithombo yezindaba ephikisayo. Ukuthambekela kusho ukuncintisana okusho ukulahla okungalawuleki okwaziyo, lokho ongakwaziyo, kanye nalokho okwenzayo ukuthola. Uxolo ngaphandle kwe-fiedioter uma kuvumelekile. Ukucwaninga kubonisa ukuthi izinhlangano eziphikisayo, ngokugcononelisayo phakathi namahora okuqala angama-2448, ukuxolisa okunga okungakhozwa kakhulu ukulimala kwedumela kahle kunalawo ama - equicate.

Ngokwesibonelo, lapho kutholakala ukuthi amanzi atholakala esendaweni ephakeme engaphansi komthofu, ihhovisi lemeya ekuqaleni layithatha kancane ingozi, licaphuna imithetho yokuhlola. Ukukhala komphakathi kwaqina. Kungemva kokuba umphathi wedolobha evume ukuthi ubambezele futhi ethembisa ukuphenya okuzimele kwaqala ukuphinde kulula. Ukwethembeka, ngisho noma kubuhlungu, kuwukuphela kwesisekelo esiqinile.

Ukungaguquguquki Ngaphesheya Kwawo Wonke Amazingosi

Iphutha elivamile ukuhambisa umyalezo owodwa ephepheni, inguquko ehluke kancane kwimithombo yezokuxhumana, futhi enye ehholo ledolobha. Ukubhala ngokusemthethweni kudala ukudideka nokuqeda ukwethembana. Abaxhumanisi nezintatheli bazakuqhathanisa izinkulumo ezivela kuleyo pulatifomu. Abaholi be-CBIC kumelwe baveze ukulandisa okungokohluzekile okuphindaphindwayo, ukukhishwa kwemisebe, i-X'sclock, izingxoxo, i-Facebook, izingxoxo, nemihlangano yomphakathi. Lo myalezo onobunye kufanele uhlolwe ngeqembu elincane lochwepheshe bokuxhumana nokukhuluma novuma umholi phambi kwanoma yikuphi ukusho komphakathi.

Uma umholi ebonakala ezolile futhi enozwela emazwini alungiselelwe kodwa evikela futhi egomela nge - pression, owesibili uyochaza indlela umphakathi obheka ngayo izinto.

Ukuhlanganyela Emphakathini: Ukulalela Ngaphambi Kokukhuluma

Ukukhulumisana okuphezulu kuyadingeka kodwa akwanele. I-PR ephumelelayo phakathi nempikiswano idinga ukuthembisana kocingo kwangempela okuthatha amahora amabili. Kumelwe balalele izinkathazo, imizwelo, futhi baphendule emibuzweni ethile. Lokhu kungenziwa ngemihlangano yasedolobheni, ukulalela izikhawu zomphakathi, izintambo zocingo ezinikezelwe, noma amapulatifomu e-inthanethi e-Q&. Umgomo akukona ukuvikela isikhundla kodwa ukubonisa ukuthi umholi uhlonipha izwi lomphakathi futhi wenza ngokuvumelana nokuveza kwawo.

Kwesinye isenzakalo, umkhomishane wesifunda wabhekana noshintsho olusuka ezindaweni ezithile amabhizinisi amancane afudusiwe. Kunokuba akhiphe umbiko wokuvikela, ikhomishane yathatha izingxenye ezine zokulalela esifundeni esithintekile. Wathatha amaphuzu, wavuma ubunzima, wabe eselungisa isimiso ukuze ahlanganise usizo lokuthuthwa. Imibiko yezindaba eyavelayo yaqokomisa ukusabela kwakhe, yaguqula impikiswano yaba isibonelo sokubusa okunecala.

Isu Lokuxhumana Elineziteshi Eziningi

Abaholi be-Civic kumelwe basebenzise inhlanganisela yempahla yabo, ehlawulwayo, neholo lemithombo yezindaba:

  • Izindlela ezime truct (ingosi ye-webhusayithi, ipheshana, ama-akhawunti ezokuxhumana) zivumela ukulawula okugcwele kokulandisa kodwa zidinga ukushintshwa okungaguquguquki.
  • [ Imithombo yezindaba eqoshiwe (imihlangano ecindezelayo, izingxoxo, i-op-eads) inikeza ukuthembeka kwengxenye yesithathu kodwa idinga ukuhlelwa komyalezo ngokucophelela.
  • [ Imithombo yezindaba engenisa imidanti (izikhangiso ezichaziwe, okuqukethwe okuxhaswe) kungaba usizo ekulungiseni ukwaziswa okungaqondile noma ekufinyeleleni inani elithile labantu.

Phakathi nempikiswano, ukuxhumana kufanele kwande. Inkulumo eyodwa ayivamile ukwenzeka ngokwanele. Lungisa njalo [1] Ngisho noma bethi “saseyahlola”"------------qinisekisa umphakathi ukuthi isimo sisingathwa.

Izindlela Eziqondile Zokwenza Izinkinga

Amaqembu Asabela Ngokushesha Namazwi Alungiselelwe Ngaphambi

Ihhovisi ngalinye lezenhlalakahle kufanele libe necebo lokukhulumisana elibucayi ngaphambi kokuba kuvele impikiswano. Lelicebo lihlanganisa iqembu elisheshayo lokusabela elimisweyo ``Iqembu elihlanganisa umholi, umqondisi wezokuxhumana, iseluleko somthetho,'isimemezelo sesimiso,'nesilinganisi sendlela yokuphatha izinkulumo. ijubane libalulekile:[ phakathi nehora lokuqala, ukuvuma okufushane ukuthi umholi uyayazi lendaba futhi uyonikeza ukwaziswa okwengeziwe okungavimbela ukuthunjwa kwendaba.

Isaziso esiphethe kufanele sibe silula: “Siyaqaphela [ukuqamba]. Siyithatha ngokungathi sína lendaba. Uphenyo luyaqhubeka, futhi sizonikeza inguquko ngesikhathi. Okubalulekile kithi kuhlala kulondekile nokwethembana komphakathi.” Lokhu kuthenga isikhathi ngaphandle kokubonakala sibaleka.

Ukuqeqeshwa Kwemithombo Yezindaba Nokuhlelwa Kwamazwi

Akuwona wonke umholi womphakathi ongumxhumanisi ongokwemvelo. Ukuqeqesha kwezokuxhumana kufundisa abaholi indlela yokusingatha imibuzo enzima, ukuhlalela esigijimini, nokugwema izicupho ezivamile njengokucabanga noma ukuqhuma kwemizwelo. Umkhulumeli − okungenzeka ungumholi noma umklami-agnode [“kungaqeqeshelwa ukuphendula imibuzo ngenkulumo ehlabayo:“ Lo mbuzo olungile, kodwa okubaluleke kakhulu emphakathini ukuba uqonde ukuthi...” bonke abantu abasemthethweni kumelwe basebenzise ulimi oluvumelanayo.

Izikhathi zokuprakthiza eziqoshiwe eziqoshiwe ema - video zingabukezwa ukuze kuqedwe imikhuba ephazamisayo noma imikhuba yokwesaba.

Abasekeli Besithathu

Ngokwesibonelo, uma umthetho wokuphepha womphakathi uncishiswa, ukuletha umphathi wamaphoyisa othathe umhlalaphansi noma isazi sezesayensi yezezimali eyunivesithi ukuze achaze ukuthi icebo lokwembula linamandla kakhulu kunendlela yokuvikela imeya. Ngokufanayo, uma kuphakama impikiswano yezimiso zokuziphatha, incwadi yokusekela evela kumfundisi noma kumholi ongazuzisi ingabonisa ukuthi umholi usenaso isibambiso somphakathi.

Abasekeli bengxenye yesithathu kufanele bafingqwe kahle futhi banikezwe amaphuzu okukhuluma, kodwa kumelwe bakhulume ngezwi labo siqu.

Ukuphathwa Kwesimiso Sokusetshenziswa Kwemishini Nokuqondiswa Kwemininingwane Engalungile

I-social Wetwork ihlanganisa izimpikiswano ngesivinini se-gedfeck. Abaholi be-COVIC badinga isimiso sokuhlola imishini esinikezelwe ukuze kuqanjwe, i-hashtags, kanye nemizwa ngesikhathi sangempela. Uma ukwaziswa okunganembile kusakazeka, impendulo kumelwe ibe yiqiniso neqondile, kodwa hhayi ukulwa. Ukulungisa kungabekwa njenge-partet eboshweni noma i-face enomxhumanisi wokwaziswa okungokomthetho. Uma i-galelo le-hele lithola i-transporton, ividiyo emfushane kamholi okhuluma ngephutha kungaba ngcono kakhulu.

Kulesi senzakalo, ilungu lomkhandlu wedolobha lamangalelwa ngamanga ngokuthi lisebenzisa kabi imali ukuze lithathe iholide.

Ukuxhumana Kwangaphakathi Nokuhlasela Kwangaphambili

Ngaphambi kokuba baye emphakathini, abaholi bomphakathi kumelwe baxhumane nabaphethe i-imeyili yangaphakathi: izisebenzi zasedolobheni, izinhloko zomnyango, izisebenzi zikameya, futhi bakhethe abangane bomsebenzi. impikiswano ebamba iqembu lakho uqobo eyisibonakaliso sokungaqaphi kwezisebenzi ezimpofu. [uphawu lokuqapha i-imeyili noma umhlangano uqinisekisa ukuthi wonke umuntu [1] kusuka emenywani ukuya kumphathi wezisebenzi [1] wazi izigijikishi futhi angakhuluma ngokungaguquguquki.

Ngaphezu kwalokho, abasekeli abayinhloko nabasizi (isinye, abaholi benyunyana, abangane abangazuzisi, abameleli bebhizinisi) kufanele bahlangane nabo ngasese ukuze bezwe umbono womholi ngaphambi kwenkulumo yomphakathi.

Ukulandisa Njengethuluzi Le - PR: Ukuhlela I - arrive

Amandla Endaba Elungisayo

Izimpindiselo zivame ukwakha ukulandisa okukodwa okusekelwe ekhondweni. I-PR ingaphikisana nalokhu ngokulandisa indaba ehlukile − eqokomisa izindinganiso zikamholi, izenzo ezinhle zangaphambili, noma ubunkimbinkimbi besimo. iveza umholi futhi icele uzwela. Ngokwesibonelo, umongameli wesikole obhekene nokucusumbula ngemali angahlanganyela indaba ngokukhula emkhayeni olwayo nendlela lokho okushukumisela ngayo ukuzinikela kwakhe ekutholeni umthwalo wemfanelo.

Indaba yokulungisa kufanele ibe neqiniso, iqonde futhi izwakale ngokomzwelo. Akufanele kube ukuhlasela kodwa isimemo sokuqonda umongo. Izintatheli neziqu zisabela ekuthobekeni; umholi ovuma ukungaqiniseki nakuba ebambelele ezimisweni eziyisisekelo angazuza ukwethenjwa ngisho nakubagxeki.

Ukusebenzisa Ama - accodee Emihlanganweni Yezindaba Nezingxoxo

Imininingwane nezimiso kubalulekile, kodwa abantu bakhumbula izindaba. Abaholi be-COVIC kufanele balungise i-acdotes eyodwa noma ezimbili ezimfushane ezibonisa umbono wabo. Ngokwesibonelo, phakathi nempikiswano ngohlelo olusha lokubuyisela izakhiwo olusha olwacasula izakhamuzi, umphathi wedolobha waxoxa indaba yengane ebuza ukuthi kungani idolobha lingakwenzi okwengeziwe endaweni ezungezile. Lendaba elula ibuye ihlanganise impikiswano esuka ku- “invenience” kuya ku-“mthwalo wemfanelo ofanele.”

Ama-anecdote kufanele asetshenziswe ngokuncipha, --akuna okungaphezu koyedwa ngokubonakala kwemithombo yezindaba (* futhi kumelwe athinteke ngokuqondile kulempikiswano. Abaholi kufanele baprakthize ukulandisa indaba ngemizuzwana engaphansi kwengu - 90 ukuze bayigcine iqinile.

Ukuhlola Icala: Indlela I - PR Eguqula Ngayo Impikiswano Yaba Ithuba

Icala 1: Ummemezeli Owavuma Iphutha Lomthetho

Idolobha eliphakathi lasebenzisa isimiso esisha sokukhokha imali yokupaka esathinta ngokungenakulinganiswa izindawo ezitholakele. Lapho kuqubuka imibhikisho, umphathi-dolobha wavikela kuqala inkambiso. Kodwa ngemva kwesonto lokusakaza imithombo yezindaba engcolile, washintsha amasu. Waba nengqungquthela yokunyathelisa lapho asho khona ukuthi, “Ngenza iphutha. Asizange sicabange ngokugcwele ngemiphumela engafanele yale nqubo. Siyiyeke ngokushesha izindleko futhi sizozifaka ezingenisweni zezakhamuzi ezithintekile. Wabe esedala ibutho lomsebenzi nabameleli bomphakathi. Isiphakamiso sokuzishaya intukuthelo sokudumisa ukuthobeka kwakhe, nesimiso esibomvu semithetho samukelwa. [FLD:] Sithatha ikhodi ethembekile, umbhangqwana owenzileyo ngokuzingela ukukhokhwazwa ngokushesha. [FLD]

Indaba 2: Ukuphambuka Kwemithombo Yezomphakathi YaseSifundeni

Isihlalo sesifunda senza ihlaya elingathandeki kahle kuX (owayengu-Titter) ngeqembu lenkolo lendawo. I-pastem yashesha. Kunokuba isuse iposi futhi ithule, isihlalo safaka isixolise ngevidiyo phakathi kwamahora amabili: “Ngangenza ihlaya elilimazayo. Nganginephutha. Ngixolisa kunoma ubani engamcasulayo. Ngihlangana nabaholi balowomphakathi ngomsomsomsondo ukuze ngifunde futhi ngenze kangcono.” Wabe eselandela, ehlangene neqembu futhi wakhipha inkulumo ehlangene ngenhlonipho yenkolo. I-redition yakhe yakhula ngempela ngenyanga elandelayo. [[FLT:]] Inkomfonsolo eqotho nezenzo eziqotho zokulandela umbukiso womuntu siqu.[FLD:]

Ukufinyelela Isilinganiso Se - PR Phakathi Nempikiswano

Ama - quantitetic Ne - qualitication Merics

Ukuze bazi ukuthi imizamo ye - PR iyasebenza yini, abaholi bomphakathi kumelwe balandelele izingcabo eziningana:

  • Ukuhlola umzwango we-media: Sebenzisa amathuluzi anjenge-Meltwater, i-Cision, noma ngisho nokulandelela ngezandla ukukala ukuthi ukuhlanganisa kuyakha, akuthathi hlangothi, noma akunacala ngokuhamba kwesikhathi.
  • [ Isivumelwano sezezindaba kanye nomzwano: I-Monitor ihlanganyela, inkulumo, futhi isho. Ukuthambekela emibuzweni eminingi (kunokuhlasela) kungabonisa ukusuka edabukweni kuya ekwazini ukwazi.
  • Imininingwane edlulisayo: Ukuziphatha okusheshayo ukuhlolwa kwenhliziyo kwamalungu abavoti ababhaliwe noma umphakathi ukuze kulinganiswe ukwethemba nokwamukela.
  • Umsindo nemvelo: ingabe izingcingo zisuka ekukhonondeni ziya ekuceleni ulwazi?
  • [ Ukuthatha indawo emihlanganweni yomphakathi:[ Ukuphenduphenduka okuphezulu kungabonisa ukuthembisana kodwa futhi nentukuthelo; kuhlangene nokubheka iphimbo.

PR akuwona umsebenzi owodwa no-ddone. Ukubukeza kwamasonto onke kwalezi zimiso kwenza abaholi balungise ukuthumelelana imiyalezo noma amasu phakathi kwama-crsis. Uma umzwano ophambene ungathuthuki, kungase kube isikhathi sokushintsha isithunywa, isiteshi, noma ngisho nenqubo.

Ukuhlolwa Kweposi Nokufunda

Uma impikiswano enkulu isidlulile, abaholi bomphakathi kufanele bathathe i-presence presence action. Yini ehlulekile? Yini ehlulekile? Ingabe kukhona ukulibala ekuxhumaneni? Ingabe umkhulumeli wenza kahle? Lokhu kubukeza kufanele kubhalwe futhi kusetshenziswe ekuthuthukiseni uhlelo lokuxhumana olunzima. Inhlangano efundayo ezinkingeni ilungele kangcono enye, nelandelayo.

Ukwakha Ukwethemba Ngaphambi Kwenhlekelele Ezayo

Ukukhulumisana Okungaguquguquki, Okubonisayo Njengomkhuba

Isikhathi esingcono kakhulu sokwakha ukwethembana kusengaphambi kokuba kuvele impikiswano. Abaholi be-CBIC abakhuluma njalo nama-acs abo .Njengoba amaphephandaba, ama-fource, i-commust, i-propect, i-media, nezingxoxo zezindaba ."Ukwakha inqolobane yomusa. Uma impikiswano igadla, labo kakade abazizwa behlangene nomholi basengozini kakhulu yokubanika inzuzo yokungabaza. [[FLT:] [FLT]] ukwethemba kwakhelwa ngezenzo ezincane, ezingaguquguquki zokukhanya eminyakeni eminingi, hhayi ezingqungqutheleni zezindaba phakathi nezinhlekelele.

Ukusungula Isinqumo Sokuvuselela

Abaholi kufanele baphendule ngokushesha esabelweni sesizwe esibuza, ngisho nalezo ezingahlangani. Idumela lokufinyelelwa nokusabela likwenza kube nzima kubaphikisi ukubadweba bethi abanandaba noma abonakele. imikhuba elula] njengokuphendula ama-imeyili avela kuma-procession noma ukuvuma izimpendulo zomphakathi emihlanganweni.

Izihibe Ezivamile Nendlela Yokuzigwema

Isu Lokulawula

Abukho ubungako be-PR obungalawula yonke indaba noma umbono. Abaholi abazama ukuphatha ukulandisa okuncane kakhulu ngokuvamile babonakala belawula futhi bengalondekile, okubangela ukugxeka. umgomo uyithonya, awulawuli. Bamukele ukuthi ezinye izikhangiso nabantu bazohlala begxeka, futhi bagxile ekufinyeleleni phakathi.

Ukusakaza Isigijimi Ngokweqile

Amaqembu angokomthetho ngokuvamile aluleka abaholi ukuba basho okuncane ngangokunokwenzeka ukugwema izikweleti. Nakuba ukuhlakanipha okungokomthetho kubalulekile, ukuqapha ngokweqile kungabangela umholi abonakale enganaki noma enecala. Indlela engcono kakhulu iwukulinganisela izingozi ezingokomthetho kanye nengozi yokuthula edumile. Ezimweni eziningi, inkulumo emfushane, ethembekile, ethembekile, uma ungaphelele, iphephile kunokuthula okuthatha isikhathi eside okugcwele ukuqagela.

Ababelalele Ngaphakathi Bangabanaki

Phakathi nempikiswano, izisebenzi zingahlupheka. Abaqashi abazizwa beyisizungu noma bengasekelwe bangavuza ukwaziswa noma ukudideka. Abaholi kumelwe bakhulumisane namaqembu abo kuqala futhi kaningi. bathenga i-Internal iveza ukuhlangana okungaqondwa umphakathi. [

Isiphetho: Abaholi Abacophelelayo

Impikiswano ayingqubuzani nokubusa okuphumelelayo. Abaholi be-COVIC benza izinqumo ezinzima ezithinta abantu abangokoqobo, futhi akubona bonke abazovumelana. Umbuzo awuthi ingabe impikiswano izovela, kodwa ukuthi abaholi bayophendula kanjani uma ikhona. [ubuhlobo obuqinile] yiso sijezisayo esiguqula isimo esibucayi sibe ithuba elijulile lokuthembana, isimiso esithuthukisiwe, nezibopho zomphakathi eziqinile.

Ngokumukela ukubonakala, ukungaguquguquki, ukuhlangana komphakathi kwangempela, nokuxhumana okunezinto eziningi, abaholi bomphakathi bangalawula isiphepho futhi baphume benezidumela ezingaphazamiseki((naye) futhi bavame ukukhuliswa. Izibonelo namasu kulo mqondisi kunikeza imapu yomgwaqo. Okunye kuxhomeke ekubeni nesibindi, ukuthobeka, kanye nokuzimisela kwangempela ekukhonzeni okuhle komphakathi ngisho nalapho amakhamera egobeka futhi ukugxeka kuzwakala kakhulu.

Ukuze kufundwe ngokwengeziwe ngezinqubo zokuxhumana ezibucayi, inikeza imithombo yokucwaninga ebuye yabuya. Isimiso se-ICC sokuxhumana okungokomthetho [ futhi iyisiqondiso esiwusizo. Ngaphezu kwalokho, iSikole saseHarvard Kennedy uhlelo lwezezokucwaninga lunikeza iziphetho eziqondile ezihlola udaba lomphakathi. Le micebo ingasiza abaholi ukuba baphume ezindaweni zokuxhumana nabantu eziphuthumayo baye embuthweni osemthethweni, izinzuzo ezingokweze kumphakathi.