Isingeniso: Amandla Aguqulayo EPR Entuthuko Yomphakathi

Imisebenzi yokuthuthukisa umphakathi yakhiwa ngokunikezelwa kwezisebenzi zokuzithandela, ukuphana kwabanikeli, nokuhlanganyela ngentshiseko kwezakhamuzi zendawo. Nokho ngisho nezindlela ezinamandla kakhulu zingahlala zingaziwa ngaphandle kwesu lokwenza imiphumela yazo. Lolu hlelo lusebenza njengebhuloho phakathi komsebenzi owenziwe emhlabeni kanye nezilaleli ezingawusekela noma ziwandise. Ngokuqokomisa ngokulandelana kwazo izindaba zempumelelo, izinhlangano zingaguqula impumelelo elinganiselwe ibe izisekelo zokukhula, ukwethembana, nokuthembisana okuqhubekayo. Lesi sihloko sihlola indlela yokufaka i-PR ekwambuleni impumelelo yomphakathi, ukusakaza impumelelo engokoqobo, ukunikeza izibonelo zangempela, impumelelo, nokuveza imiphumela eveza ukubaluleka kokulandisa indaba enhle.

Izindaba zempumelelo azizona nje izindaba ezizwakala zimnandi; ziwubufakazi bokuphumelela, ukubonakala, nomphakathi ubuyela ekubekeni imali. Uma zihlanganyelwane ngempumelelo, zikhanga abangani abasha, zikhuthaza ukuhlanganiswa, futhi zakhe ubufakazi obungokwenhlalo obudingekayo ezinselele zesimo sezulu. Ngezansi, sihlola izinzuzo eziyinhloko zokuqokomisa lezizindaba, amasu anwebisa ukufinyelela kwazo, nezindlela zokudweba ukulandisa okuthinta okujula kakhulu nababambi bezigxobo.

Ukubaluleka Kokugcizelela Izindaba Eziphumelelayo

Iprojekthi ngayinye yokuthuthukisa umphakathi iveza ukuphumelela kwe-(okunye okuncane, okuguqulayo. Isinqumo sokusakaza ngentshiseko leyo mpumelelo yisesenzweni esinenzuzo. Ukucwaninga njalo kubonisa ukuthi izinhlangano ezingazuzisi namaqembu omphakathi ahlanganyela imiphumela ngokunempumelelo abona amazinga aphakeme okuzigcina komnikelo, ukubophana kokuzithandela, nokuhlanganisa imithombo yezindaba. Nazi izizathu eziyinhloko zokuqokomisa izindaba zempumelelo okufanele zize kuqala kunoma yimuphi umzamo womphakathi wokuthuthukisa umphakathi.

Ukwakha Ukwethemba Nokwethembana

Ukwethenjwa komphakathi yimali yomsebenzi womphakathi. Uma izinhlangano zihlanganyela imiphumela eqondile, eqinisekiswayo, njengalokhu inani lemikhaya ehlala, imisebenzi eyakhiwe, noma izindawo eziluhlaza ezibuyiselwe, zibonisa ukulandisa ngempumelelo okuhlanganisa imininingwane enzima nobufakazi obuvela kubantu abazuzayo bokuthi inhlangano isobala futhi iveza imiphumela. Ngokwe-[Public Relations Society of America[, ukulandisa indaba kungenye yezindlela eziphumelela kakhulu zokwenza ukuba inhlangano ibe nobudlelwane obuphathekayo obungafinye obungokomzwelo.

Ukushushumbisa Imali Nokusekela Imali

Abenzi bezakhiwo, abaxhasi bezinkampani, nabanikeli ngabanye bafuna ukubona ukuthi iminikelo yabo yenza umehluko. Indaba yempumelelo ebhalwe kahle ingasebenza njengobufakazi obuqinisekile bemibono. Ngokwesibonelo, umsebenzi wokuvuselela omakhelwane ohlanganyela phambi kwezithombe nangemva, izingcaphuno zezakhamuzi, kanye nemininingwane enjengenani lempahla eyandayo ingenza isimo esishukumisa kakhulu esicelweni esigunyaziwe kunamazwi alula. Izindaba ezivelele zempumelelo zisiza futhi izinhlangano ukuba ziphumele ngaphandle endaweni egcwele imali, lapho eziningi ezingatholi nzuzo zincintisana khona nemithombo elinganiselwe.

Ukuhlanganyela Nokuvolontiya

Abantu bafuna ukuba ingxenye yento esebenzayo. Uma amalungu omphakathi ebona omakhelwane bawo bezuza esimisweni somphakathi, kungaba ukuqeqeshelwa umsebenzi, noma icebo lentsha lokufundisa, bafisa ukwenza amavolontiya, ukuya ezinyangeni, noma ukusakaza igama. Izindaba zempumelelo zisebenza njengobufakazi obungokwenhlalo, ukunciphisa ingozi ecatshangelwayo yokuhlanganyela nokuveza umuzwa wesibindi. i-Notting Quarter ithola ukuthi izindaba zokuguqula komuntu siqu ziphakathi kwabaholi abaholi abanamandla kakhulu ekunikezeni nasekwenzeni ngokuzithandela.

Ukuziqhayisa Nobunye Bomphakathi Okukhuthaza Ukuqhosha

Ukuthuthuka komphakathi akuhlobene nje nokuthuthukisa intuthuko engokomzimba; ukuhlanganisa izakhiwo. Impumelelo yokusakaza izakhiwo. − njengokuvulwa kwesikhungo esisha somphakathi, ukwehla kobugebengu bendawo, noma ukusheshisa okuphumelelayo okuhlanzekile okunenzwa efanayo yokufeza okuthile. Lokhu kungaziqinisa izibopho zomphakathi futhi kukhuthaze izakhamuzi ukuba zibe nemisebenzi yesikhathi esizayo. Uma izindaba zempumelelo zigujwa emihlanganweni yezindawo, emahholo, noma emapulatifomu ezenhlalo, zidala iphimbo elihle elinika umphakathi wonke amandla anika amandla.

Izinqubo Zokuthuthukisa Ubuhlobo Obuphumelelayo Bomphakathi

Ukwazi ukuthi izindaba zempumelelo ziyisinyathelo sokuqala nje. Ukuze izinhlangano zithole ithonya elikhulu, kumelwe zisebenzise icebo lePR elidlulela ngalé kokubhala izinto ezintsha ngezikhathi ezithile. Amasu alandelayo atholakalayo ukuze afinyelele, athembisene futhi athembeke.

Qhathanisa Izinombolo Eziwuchungechunge Ne - arc Ecacile

Akuyona yonke impumelelo efana neyokulandisa. Ochwepheshe be-PR kufanele bafune izindaba ezihlanganisa inselele ecacile, isikhathi sokushintsha, nomphumela ongaba khona. Ngokwesibonelo, kunokuba nje bathi “siyivuselele indawo yokudlala,” baxoxele indaba yendlela iqembu labazali elihlele ngayo, liphakamise imali, futhi bashintshele ngayo indawo yokudlala ephephile esetshenziswa amakhulu abantwana. Izindaba ezingcono zinezinto ezingcono ezikwazi ukuguqula iprotagon / qhoqho amalungu omphakathi ngokwawo, kanye nemininingwane ecacile evumela ngayo izilaleli ukuba zibone lolu shintsho.

Sebenzisa Imithombo Yezinto Eziphathekayo Ukuze Uzixoxele Izinto Ezingalindelekile

Umbhalo wodwa awuvamile ukuba nethonya lezithombe. Izithombe, amavidiyo amafushane, amaphuzu aqoshiwe, kanye nezinombolo zomsindo kungandisa ngokuphawulekayo ukuthembisana. Ubufakazi obubodwa bevidiyo obuvela kumuntu othwetshulwe uhlelo lokuqeqesha umsebenzi bungadlulisa umzwelo nobuqiniso obungakholeki. Izinhlangano kufanele zifake imali ekwakhishweni okuyisisekelo kwemidwebo ye-mediam-media. /i-martphone enezingcingo ezinhle, i-software ekhululekile, kanye nemvume yokuveza izindaba njengoba zenzeka. Ukuphefumulela, Isiqondiso se-Nonfiltering Stolling

Ukufinyelela Imithombo Yezindaba Yomphakathi Engafinyeleleka

Ama-computer ezenoloji avumela izinhlangano ukuba zihlanganyele izindaba zempumelelo ngokuqondile nabasekeli, abangase babe izisebenzi zokuzithandela, kanye nabathonyela indawo. Isihluthulelo siwukwenza okuqukethwe kuyi-platifomu ngayinye: amavidiyo amafushane, angokomzwelo e-Istagram Reels; imidwebo ye-data-driven ye-linkned In; isenzakalo sendawo esibhalwe eFacebook; kanye nokulungisa kwangempela nge-Twitter/X. Ama-hashtagtags njenga #Communitysucces, #NeaghorbationhorbactureIncodect, kanye nendawo esekelwe kuyo inganweba impumelelo. Izindaba zokungalungisi okunganisa zingafinyelela ku-Facebook. Izindaba ezimbili zempumelelo ezibhalwe ngesonto ngalinye zisiza ukubonakala.

Hlala Uhlonze Nezici Ezikude Zemithombo Yezindaba

Imithombo yezindaba eqashelwe − ukuthungatha amaphephandaba, umsakazo, i-TV, noma i-Intanethi kuveza izinga lokukholeka okungakholeki okungakholeki. Izinhlangano kufanele zakhe ubuhlobo nezintatheli zendawo ezihlanganisa izindaba zomphakathi, imfundo, noma ibhizinisi. Izindaba zokubhakasha nge-engile yendawo: isakhamuzi esanqoba ubunzima, isakhiwo esingokomlando esilondoloziwe, noma ubuhlobo obakhela amathuba amasha. Zithembisa ukunikeza izithombe eziphezulu zokulungisa, ukucaphuna kwangaphambi kokubhalwa, nokuxhumana nezihloko zengxoxo. Ngisho namaphepha amancane omphakathi namabhuloho aphezulu ezindawo angasakaza umyalezo kubantu abafuna usizo olukhulu.

Hlanganyela Izindaba Njalo Ukuze Ulondoloze Isivumelwano

Enye indaba yempumelelo isikhashana; ukulandelana kwazo okuqhubekayo kwakha idumela. Izinhlangano kufanele zakhe ikhalenda eliqukethe impumelelo ehlela izindaba zempumelelo eduze kwezinye izixhumana---"newslates", imibiko yaminyaka yonke, imithombo yezokuxhumana, kanye newebhusayithi yokushintshwa. Ukuhlanganyela njalo kugcina inhlangano ihamba phambili kwabaxhasi bezimali futhi kuqinisa ukulandisa kwentuthuko. Futhi kuvumela inhlangano ukuba iqokomise izici ezihlukahlukene zomsebenzi wayo, kusukela ezisebenzini eziphambili kuya ekunikeleni ngeminikelo yezisebenzi zokuzithandela kuya emiphumelweni emide.

Ukwakha Izindaba Zempumelelo: Izakhi Nezakhi

Ukubhala indaba ephumelelayo edonsa amehlo futhi ithathe isinyathelo okudinga okungaphezu kokudweba amaqiniso. Ukulandisa okuphumelela kakhulu kusebenzisa indlela ehlelekile ehlobana ngokomzwelo nenengqondo nezilaleli.

Izivivinyo Zomuntu Siqu Zamalungu Omphakathi

Izwi labantu abakhonza liyisici esinamandla kakhulu kunoma iyiphi indaba yempumelelo. Izingcaphuno eziqondile zezakhamuzi, abathathi-nxaxheba, noma abaholi bendawo zinezela ubuqiniso nokusebenziseka. Uma kungenzeka, thatha lobufakazi ngamazwi abo siqu, usebenzisa ulimi lwemvelo kunokuba ubhale izitatimende. Ngokwesibonelo, “Ngaphambi kwale simiso, angikwazanga ukuthola umsebenzi iminyaka emibili. Manje nginemali eqinile futhi izingane zami zingibona ngihamba njalo ukuze ngisebenze.” Lokhu kucaphuna imininingwane engokwemvelo futhi kwakha ukuhlobana okungokomzwelo okusekelayo.

Phambi-kwaphambi nangemva kokubukeka

Ukuqhathanisa okubonakalayo kungulimi olusetshenziswa emhlabeni wonke. Noma kubonisa indawo engenalutho eguqulwe yaba yindawo yokudlala, isakhiwo esibhidlikile esibuyiselwe njengezindlu ezithengwayo, noma umfudlana ongcolile wahlanzwa, ngaphambi nangemva kwezithombe ngokushesha kuthintana. Hlanganisa lemifanekiso enezihloko ezichaza isikhathi, umzamo womphakathi ohilelekile, kanye nemiphumela eqondile. Ukuze wenze inguquko ibonakale futhi ikhanye.

Imininingwane Ecacile Ebonisa Imiphumela Eqondile

Izindaba ziqiniswa izinombolo. Qhandanisa imiphumela engathi inani labahlanganyelayo, intuthuko yamaphesenti eziphawuli eziyinhloko (umz., amazinga okufunda nokubhala, umsebenzi, ukufinyelela esikhaleni esiluhlaza), noma ithonya elingokomnotho (umz., amadollar alondoloziwe, inani lempahla lenyuka). Nokho, imininingwane yamanje ngendlela ekwazi ukugayeka kalula: sebenzisa amashadi ebha, ulwazi, noma ukushaya ucingo oluqinile. Isibonelo, “Isimiso sethu ngemva kwesikole sithuthukisa izibalo zokufunda ngo 35% ngonyaka owodwa” ikhumbuleka kakhulu kunencazelo yesigaba esinganqamukiyo.

Izingcaphuno Zabaholi Bemidlalo Noma Abaholi

Abaholi − abaqondisi abashushisi bempumelelo, amalungu ebhodi, izikhulu zedolobha, noma abaxhasi bezezimali (izikhulu zedolobha), nikeza igunya nomongo wesikhwama. Ingcaphuno evela kumameya obonga, noma kumphathi wezimali echaza ukuthi kungani akhetha ukusekela iprojekthi, yenezela ingxenye yesithathu yegunya. Lezi zingcaphuno kufanele zihlanganise indaba yempumelelo nombono omkhulu, njengemigomo ebanzi yomphakathi noma yenhlangano. Gwema ukuthatha isiphazamiso; gcina ulimi lungenekile futhi lushukumisa.

I - arc Enamandla

Indaba ngayinye idinga isiqalo, isiphakathi, nesiphetho. Qala ngokuchaza inkinga noma isidingo esikhona. Khona - ke chaza lokho okwenziweyo . "Izenzo", ukubambisana, imithombo ekhona. Ukuphetha ngemiphumela emihle kanye nezici zesikhathi esizayo. Le sakhiwo senza indaba ibe lula ukulandelwa futhi sivumele abafundi babone ubudlelwane obuyimbangela phakathi komzamo nomphumela. Ukuthuthuka, ukuphela kufanele kuhlanganise njalo ukuhambela phambili: ukuvakashela lo msebenzi, ukunikela, ukunikela, noma ukusakaza leligama.

Ukulinganisa Umphumela Wemizamo Yakho Ye - PR

Ngaphandle kwesilinganiso, akunakwenzeka ukwazi ukuthi izindaba zempumelelo zinikeza imiphumela. Izinhlangano kufanele zilandele izimpawu zobukhulu nezingakhiyo zokuhlola ukuphumelela kwemikhankaso yazo yePR. Isihluthulelo zihlanganisa izimpawu zezindaba (indlela abantu abaningi abayibona ngayo indaba ezindaweni zokukhipha imibiko), ukuhlangana kwezezindaba (njenge, ukuxoxa, ukukhulumela), ukufinyelela), ukudayisa ama-website ukuze kuhlolwe amakhasi ezindaba, nokuguqula izimpawu ze-memotech ezinjengabani abasanda kunikeza iminikelo noma izisebenzi ezisayina. Amathuluzi anjenge-Google Analytics, ukuqonda kwezezindaba, kanye nezinkonzo zokuhlola imithombo yezindaba (umz., Meltwater noma i-Muckckck) kunganikeza ukwaziswa.

Enye evame ukuqashelwa “ingxenye yezwi” emphakathini − kangaki inhlangano ibizwa ezingxoxweni uma kuqhathaniswa namaqembu ontanga. Ukuvela kwezwi kuvame ukuhlanganisa ukwethenjwa nokuqashelwa. Izinhlangano ezincane, ngisho nokulandelela i-odayd yezingcingo zezindaba, izigqebhezana zezenhlalakahle, nemithombo e-athoral ."can iveza ukuqonda okuwusizo ekulungiseni icebo le-PR ngokuhamba kwesikhathi.

Ukunqoba Izinselele Ezivamile Entuthukweni Yomphakathi Ye - PR

Ngisho nemizamo yePR ehlelwe kahle ibhekana nezithiyo. Ukwazi izihibe ezivamile kungasiza izinhlangano ukuba zizigweme.

Ukugwema “Impumelelo Yezinkukhu” Nokusingatha Ukuthembeka

Kungaba lula ukuqokomisa imiphumela emihle kakhulu futhi ungazinaki izithiyo. Nokho, izilaleli ziya zigxeka futhi ziyazingabaza izindaba ezibhalwe ngokushelela. Ukuthembeka kudinga ukuqaphela izinselele endleleni(ukungasebenzi), indlela inhlangano eyazivumelanisa ngayo, nezifundo ezifundwe. Lokhu kuvezana kwangempela kukhulisa ukuthembana, ikakhulukazi kwabaxhasi bezimali abaqonda ukuthi umsebenzi wangempela womphakathi ungcolile. Ukulinganisela izindaba zempumelelo ezibonisa ukuthembeka ngezikhathi ezithile ngezinkinga zokulondoloza ukwethenjelwa.

Ukuzwa Isiko Nokulandisa Okuhlanganisa Izinto

Lapho ulandisa izindaba zamalungu omphakathi, ikakhulukazi lawo asemaqenjini aphansi, kubaluleke kakhulu ukuthola imvume enikezwa ulwazi futhi umelele abantu ngenhlonipho. Gwema “izithombe ezingcolile zobulili zobumpofu” noma izindaba ezibonisa izakhamuzi njengezisulu ezilindele abasindisi bangaphandle kuphela. Kunalokho, hlela izindaba zempumelelo njengezinto ezasungulwa umphakathi ngokwawo, ziqokomisa isisekelo nokuqina kwabantu abahilelekile. Sebenzisa ulimi oluphathelene nomongo womphakathi futhi ugweme izinkolo. Ukusebenzelana namabhodi omphakathi kungasiza ekuqinisekiseni izindaba ngokufanelekile.

Imithombo Yamagugu Nezakhiwo Ezinamandla

Izinhlangano eziningi zentuthuko yomphakathi ezisebenza ngezisebenzi ezilinganiselwe kanye nezimali. I-PR ingazizwa njengendawo yokunethezeka. Kodwa ukulandisa indaba okuphumelelayo akudingi iqembu elikhulu. Izinyathelo ezilula njengokuqeqesha ilungu elilodwa lezisebenzi ukuba lithathe izithombe ezinhle, likhiqize isilinganisi sokukhipha, futhi ukuhlela iziteshi zezindaba zanyanga zonke kungakha amandla. Amathuluzi akhululekile anjenge-Canva, iSithulo, ne Hootsuite angagcwalisa ukudalwa nohlelo. Izokuxhumana, ukuhlanganisa uhlu lwezintatheli zendawo nokuthumela i-PR, izikhangiso zingaveza imiphumela ngaphandle kwenkokhiso yezelo yezentengo ezibizayo.

Ukuhlola Izenzakalo: Izenzakalo Eziye Zaphumelela

Ukuze ubone amandla e - PR ekuthuthukeni komphakathi, cabangela lezi zibonelo ezimfushane zezwe ezingokoqobo (ezingaziwa ukuze zifinyelelwe).

  • Ukuvuselelwa kwezakhiwo ngokwendawo ephakathi eDolobheni: Iqembu labangazuzisi nohulumeni wendawo laguqula isakhiwo esisele saba izindlu ezithola imali ehlukene kanye nomthola-mpilo womphakathi. Ngokuveza uhlelo olufushane olubonisa izakhamuzi, ukumema isikhungo sovingco, nokufaka intuthuko yesonto ngalinye kwezezembu jikelele, bafaka intengo ephephandabeni elikhulu ledolobha futhi baphakamisa izimali eziyizigidi ezingu-R35 ngezinyanga eziyisithupha ezengeziwe.
  • Uhlelo lwe-Youth Mentorip ku-Urban School District: Ngemva kweminyaka emithathu, uhlelo lwabonisa intuthuko engu-40% ekufezekeni kwezemfundo phakathi kwamalungu. Bakha “Izindaba zezemfundo” ikhasi elinikezelwe kuyiwebhusayithi yabo elinezi-menu cursky, izingxoxo zamavidiyo, nombiko olayishwayo. Umkhankaso we-imeyili ezisekeni zendawo waphumela ekwandeni kweminikelo engu-25% nasekukhulisweni kwezikole ezimbili ezintsha.
  • Ingadi ye-communiny e-Food Desert: Insimu yayinikeza imikhaya engaphezu kuka-300 imikhiqizo emisha. Babehlanganyela i-evalry e-Intastagram ne-inthag #Grown Apha. Iposi lahamba negciwane endaweni yakubo, okwaholela ekuxoxeni ngombukiso wasekuseni weTV kanye neketanga lokuthengisa isitolo ukuze kukhiqizwe amakhambi asele. Ukunakaliswa kwazo kwazisiza zathola imvume yokutshala izitshalo.

Lezi zibonelo zibonisa ukuthi i - PR ewusizo ayidingi ukuba isetshenziswe imali eningi kakhulu, kodwa imane nje igxile kulokho okwenza indaba ngayinye ephumelelayo ihluke futhi izimisele ukuyihlanganyela nabanye ngezindlela ezifanele.

Isiphetho: Ukwenza Izindaba Eziphumelelayo Umkhuba Wokwenza Imidlalo Yamakhorali

Ubudlelwane bomphakathi abuyona into ecatshangelwayo entuthukoni yomphakathi; buyingxenye ebalulekile yomsebenzi ngokwawo. Izindaba zempumelelo zikha ukuthemba okunika amandla aqhubekayo okutshala imali, ukuqhosha okusekela amandla okuzithandela, nokubonakala okukhanga abantu abasha. Ngokwamukela amasu adwetshwe ngenhla (ngokwamaqhinga ashukumisayo angaphezulu), ngokusebenzisa imithombo yezindaba, ukuhlanganyela njalo, kanye nokuhlola ithonya kungaguqula ukufinyelela kwabo kube amandla amakhulu okukhula.

Imisebenzi yonke yomphakathi inezindaba ezilindele ukutshelwa. Umbuzo awukhona ukuthi kufanele bayitshele yini, kodwa ukuthi ingabatshela kanjani kahle. Nge-PR yamabomu, eyiqiniso, neqondiswe izilaleli, impumelelo yanamuhla ingaba isisekelo sempumelelo enkulu kakhulu yakusasa.