Okwenza Ukuba Nobuhlobo Nomphakathi Budingeke Ebuphathini Bendawo Ezungezile

Ukuphatha indawo ezungezile kuxhomeke kakhulu ezinhlosoni ezinhle, kudinga ukugcinwa, ukuhlanganiswa komphakathi, amabhizinisi, nohulumeni wendawo. Ubudlelwane bomphakathi (PR) bunikeza uhlelo lokwenza lokho kuxhumanisa kube nokwenzeka. Ngokuxhumana okusemcimbini, iPR isiza izinhlangano ukuba ziguqule isayensi yendawo ezungezile iguqule imibiko eyinkimbinkimbi, zakhe ukuthembana phakathi kwababambi bemathikithi, futhi iguqule ukuqapha okungaqondisiwe ukuba kube yiqhaza. Ngaphandle kokuphumelela kwe-PR, ngisho nezindlela eziphuthuma kakhulu zendawo ezungezile zingaba nzima ukuzuza ukuthengwa.

Ochwepheshe be-PR abasebenza ekuhlaseleni indawo ezungezile babhekene nenselele eyingqayizivele: kumelwe balinganisele ukuphuthuma kwezinsongo zendawo ezungezile kanye nesidingo sokunika ithemba nenhlangano. Umkhankaso wePR owenziwe kahle awumane nje uxwayise ngezingozi zokungcola noma ukushintsha kwesimo sezulu; ubonisa abantu ngabanye nezinhlangano indlela izenzo zabo ezenza umehluko ngayo. Lokhu kushintsha kokuthunyelwa kwemiyalezo yokwesaba kuvumela ukuxhumana okusekelwe ekunikezeni amandla angcono kakhulu ekuqhubeni ushintsho lwendlela yokuziphatha.

Igebe Lokuxhumana Phakathi Kwesayensi Nomphakathi

Imibiko yesayensi igcwele, i-data inzima, futhi ngokuvamile ayifinyeleli kulungu elivamile lomphakathi. I-PR ihlanganisa leligebe ngokuhumusha ukucwaninga olimini olulula, ngokusebenzisa izimpawu ezishukumisayo, nokuchaza izindaba ngezindlela ezizwakalayo zendawo nesheshayo. Ngokwesibonelo, umbiko omayelana nokunyuka kwamazinga okushisa embulunga yonke uba indaba emayelana nokwanda kwama-itudahwa endaweni ethile noma ithonya lokulima kwendawo.

Ngokwe-[QL:0] I-Environral Protection Agency yezempilo yomphakathi , ukuxhumana okuphumelelayo okuhlanganisa imininingwane yendawo ezungezile nokuphila kwansuku zonke kuthuthukisa ukuqonda komphakathi nokuvumelana nezinhlelo ezisekelayo. Imikhankaso yePR esebenzisa lezizindlela ibona amazinga aphakeme kakhulu okuthembisana kunalawo axhomeke kuphela ezinqubeni.

Izikhungo Zomkhankaso Wendawo Ezungezile

I-PR ephumelelayo isekelwe emasubeni amaningana ahlelwe kahle. Lawa akuwona amasu alinganayo; imikhankaso ephumelelayo ivumelana nempucuko yendawo, imithombo ekhona, kanye nezinselele ezithile zendawo ezungezile. Ngezansi sihlola izindlela eziphumelela kakhulu ezisetshenziswa yizinhlangano kulo lonke izwe.

Ukulandisa Okuthuthukisa Umphakathi

Abantu baxhumana nezindaba, hhayi izibalo. Umkhankaso oqokomisa umkhaya wendawo owanciphisa ukusetshenziswa kwamanzi ngo-40% noma indawo eyaguqula indawo engenalutho yaba yingadi yomphakathi uveza ukuzwana okungokomzwelo. Lezindaba ziwubufakazi bokuthi ushintsho lungatholakala. Amaqembu e-PR kufanele aqoqe ubufakazi, ngaphambi kwezithombe nangemva, nezingxoxo ze-video zokwakha umtapo wezincwadi olandisayo ongase ubekwe emgwaqweni wemigwaqo.

I-Public Relations Society of America igcizelela leyondaba eyiqiniso elandisayo", ikakhulukazi uma iveza amalungu omphakathi angempela, ikha ukwethemba nokuthembana ngokuphumelelayo kakhulu kunokuthumela imiyalezo esemthethweni. Lapho abantu bebona omakhelwane babo bethatha isinyathelo, basengozini kakhulu yokuhlanganyela emzamweni.

Ukuthuthukisa Imithombo Yezindaba Nemiphumela Emincane

I-Platform enjenge-Istagram, i-Iterdoo, ne-Facebook yendawo ivumela amaqembu e-PR ukuba afinyelele inani elithile lezakhamuzi ngemiyalezo elungisiweyo. Ngokwesibonelo, umkhankaso okhuthaza ukusetshenziswa kabusha kwezindawo ezingasetshenziswa kabusha ungahlanganisa amakhaya ayizisulu nezingane ezincane ngokuthumela ama-DIY asetshenziswa kabusha ama-injini noma amavidiyo emfundo. Izembu jikelele futhi zenza izinhlangano zikwazi ukunikeza impendulo yangempela ngesikhathi, zivumele izinhlangano ukuba zilungise imiyalezo ngokushesha ngokusekelwe emizwani yomphakathi.

Amathuluzi emishini akwenza kube lula ukulandelela ama-millimeter afana nokuhlanganisa, ukukhulumela, nokuchofoza ngamazinga. La maphuzu abonisa ukuthi i-PR isiza amaqembu ahlola ukuthi ikuphi okusebenzayo nokuthi yini ethambayo. Elinye iqhinga eliphumelelayo ukwenza izithombe ezikwazi ukufingqa imiphumela yendawo ezungezile ngendlela ekhangayo. Okukhona okuqukethwe yikhona okungahlanganyelwa, ukufinyelela kakhulu kwe-oral.

Izenzakalo Zomphakathi Njengezikhonkwane Ze - PR

Izenzakalo ezifana nokuhlanzwa kwemifula, izinsuku zokutshala izihlahla, namakhabethe okulungisa zingamathuluzi anamandla e-PR ngoba asakaza imithombo yezindaba lapho enikeza izinzuzo zendawo ezungezile. Lezi zenzakalo zinikeza amathuba ezithombe ezidluliswayo zezindaba zendawo, zidala umuzwa wokufeza ingqikithi, futhi zinikeza izisebenzi zokuzithandela isigxobo esiqondile ngomphumela. Amaqembu e-PR kufanele axhumane namaphephandaba endawo kanye namasiteshi ethelevishini kusengaphambili kakhulu ukuze avikele imibiko.

Ngaphezu kokusakaza imithombo yezindaba, izenzakalo zivumela izinhlangano ukuba ziqoqe izimpawu ze-imeyili, zisakaza izinto eziphawulwe ngezimpawu (njengezikhwama zembewu noma amaphakethe embewu), futhi zakhe ubuhlobo namabhizinisi endawo angasekela imisebenzi yesikhathi esizayo. Isenzakalo esihlelwe kahle singabeka isisekelo sesimiso esiqhubekayo sobuphathi.

Ubudlelwane Namabhizinisi Nezikole

Izinhlangano zeqembu lezinhlanganisela zithuthukisa ukufinyelela kwemikhankaso yendawo ezungezile. Amabhizinisi endawo aletha ukuthembeka, imithombo, kanye nesisekelo sabathengi esikhona. Izikole zinikeza izindleko emikhayeni nasentsha ethanda kakhulu izindaba zendawo ezungezile. Ubudlelwane phakathi kwesitolo sendawo yokudla kanye nenzuzo engasekelwe, ngokwesibonelo, kungaxhasa “uJuly okhululekile” inselele ebangela ukuncishiswa kwemali kubathengi abaletha izikhwama.

Izikole zingahlanganisa izihloko zendawo ezungezile nezifundo zazo zangemva kwesikole, zidala ipayipi labasekeli abasebasha abanolwazi. Amaqembu ePR kufanele anikeze amashabhu nezinto zokufundela ezivumelana nezindinganiso zesayensi kahulumeni. Lokhu kubambisana akugcini nje ngokunweba umkhankaso kodwa futhi kwakha ukusekela okuthatha isikhathi eside kokunakekela indawo ezungezile.

Kuyi - Dpeth Cases of Environment PR

Izibonelo zezwe langempela zinikeza ubufakazi obucacile bamandla e-PR okuthuthukisa ukuphatha indawo ezungezile. Ukuhlola okulandelayo kubonisa indlela imiphakathi ehlukene eyasebenzisa ngayo amasu e-PR ukuze ifinyelele imiphumela engcono.

Isinyathelo Sokuqalisa SasePortland: Ukunciphisa Ukusebenzisa IPlastics Ezikodwa

Portland, Oregon, sekuyisikhathi eside iqashelwa njengomholi wezokulondolozwa kwamadolobha. iGreen City Initiatiative, yasungulwa ngo-2018, ihloselwe ukunciphisa ukusetshenziswa kwepulasitiki eyodwa nge 50% phakathi neminyaka emihlanu. Umkhankaso wePR wagxila ochungechungeni lwezikhangiso ze “Plast - Foundations [Lubili olukhululekile]” ehlangene nezitolo zekhofi, izitolo, nezitolo zokudlela. NgoLwesibili ngalunye, amabhizinisi athengiselela abathengi abaletha izimpahla ezinkontiweyo.

Lomkhankaso wasebenzisa inhlanganisela yezithombo zezenhlalo, amaphephandaba asendawo, namachashaza omsakazo ukuze asakaze igama. Izisebenzi zokuzithandela zasakaza utshani nezikhwama ezimakethe abalimi, zaveza ukuba khona okubonakalayo. Iqembu lePR lasebenza futhi nePortland Public Schools ukuze lithole izikhungo zemihlangano kanye nemincintiswano yobuciko eyayigxile ekungcoliseni kwepulasitiki. Ekupheleni konyaka wesithathu, idolobha lase lifinyelele ukuncipha kuka-4% emfucucwini eyodwa yepulasitiki. Imkhankatho yanikezwa [[FLT:] i-Oregorian futhi yaqokonyiswa yi-plasssssss, i-Devicence [FLT][FLT] njengesibonelo samanye amadolobha.

Ukuvuselelwa Kwezolimo Edolobheni LaseDetroit: Kusuka ELots Yasehlathini Kuya Ekudleni

EDetroit, iqembu lomphakathi lasebenzisa iPR ukuguqula izakhiwo ezishiywe zaba amapulazi asemadolobheni akhiqizayo. Lomkhankaso, owaziwa ngokuthi “i-Detroit Sowd,” waqala ukugxekwa izakhamuzi ezazibone izithembiso zangaphambili zikhona. Icebo lePR lagxila ekuboneni ukukhanya kanye nokuwina okuphindaphindeneyo. Ingadi ngayinye entsha yayigujwa neqembu elinamabhuloho, ngokuvamile elaliba abapheki bendawo ababepheka ngemikhiqizo evunwayo.

Izindaba zikhipha izinhlelo eziqokomisa izinzuzo zezomnotho nezempilo zezolimo lwasemadolobheni: imisebenzi yentsha yendawo, imikhiqizo emisha ezingwadule zokudla, nokuncipha kwamanzi esiphepho. Iwebhusayithi yomkhankaso yayinebalazwe elibonisa indawo nesivuno sengadi ngayinye. Phakathi neminyaka emibili, iDetroit Sown Sowd yasungula izinga lomphakathi elingaphezu kuka-60, futhi umkhandlu wedolobha wamukela isinqumo esisekela ushintsho lokulima emadolobheni. Impumelelo yalo mkhankaso yahlanganiswa yi-National Geographic [ futhi waba yisifundo sezekelelwa ku-[FLT:] i-P] i-PROUP [FLT] i-P [FLT] izincwadi ezithiwencwadi.

Umkhankaso WaseBaltimore Ohlanzekile: Ukuhlanganyela Izakhamuzi Ekubuyiselweni

Itheku laseBaltimore linomlando omude wokungcola kwezimboni, kodwa umkhankaso we-PR ka-2019 obizwa ngokuthi “iHarbor Alive” waqala ukushintsha ukuqonda komphakathi futhi wathatha isinyathelo. Umkhankaso ohambisana namapulangwe aseBaltimore Aquarium kanye namasikebhe sendawo ukuze kuhanjelwe “Izihambi zasemanzini”, lapho izakhamuzi zingahlola izinga lamanzi amanzi futhi zibone imisebenzi yokulungisa isebenza. Izinto ze-PR zagcizelela izenzo ezilula ukuthatha imfucucu noma ukusebenzisa imigqomo yemvula.

Lomkhankaso wasebenzisa ukuboniswa kokwaziswa ukuze kubonise ukuthuthukiswa kwamanzi asesilinganisweni ngokuhamba kwesikhathi, ukwenza imigomo engabonakali yokuhlanza ibonakale. I-apple ivumela izakhamuzi ukuba zibike ukulahlwa okungekho emthethweni futhi zibone izixwayiso ezithatha isikhathi esingokoqobo. Phakathi neminyaka emithathu, inani lamahora okuhlola amanzi okuzithandela landa ngama-300%, futhi amazinga amagciwane aleli theku ehla afinyelela emashumini eminyaka. Lomkhankaso wathola i-PRSA Silver Anvil Award futhi waqoshwa yi-Baltimore [[FLT:] i-Balmolemolet] Sun .

Izifundo Ezifundwa Emikhankasweni Ephakeme

Ukuhlola imikhankaso ephumelelayo kwembula izindlela eziningana ezingasiza ekuhleleni i - PR esikhathini esizayo.

Ukuthumela Umyalezo Ngokungaguquki Nokucacile Akunakwenzeka

Umkhankaso ngamunye kumelwe uhlale esigijimini esiyinhloko esihlala siqinile kuzo zonke iziteshi. “ULwesithathu Lwesibili Esikhululekile” lwasePortland lwasebenza ngoba ubizo lokuthatha isinyathelo lwalulula futhi luphindwa. Ukuthumela okushintshashintsha kakhulu kudida izilaleli futhi kubangele ithonya elilula. Amaqembu e-PR kufanele athuthukise uhlelo lwe-inthanethi oluhlanganisa i-tagline yokuqala, isekela amaqiniso, nesenzo esifiselekayo. Loluhlelo kufanele luhlangabelwe nabo bonke abantu abasebenza nabo kanye nabantu abakhulumayo.

Ukuhlanganyela Emibonweni Nezindaba

Okuqukethwe yi-opera ifeza kangcono kunemiyalezo ebhalwe ngetekisi nje kuphela kuwo wonke amapulatifomu. Imikhankaso esebenzisa izithombe ezilinganayo, izikhiphi zevidiyo ezimfushane, kanye ne-graphic ibona ukuthembisa phezulu. Izithombe ze-Detroit Sown zangaphambi nangemva kwezindawo ezingenalutho eziguqulwe zaba izingadi ezivundile zahlanganyelwa kazinkulungwane zezikhathi kwizokuxhumana. Amaqembu e-PR kufanele afake imali kumdwebi wezithombe noma umdwebi wevidiyo onekhono, ngisho noma kungezezezezezezezezehlakalo ezimbalwa eziyisihluthulelo.

Umphumela Wobuhlobo Obuhlelekile

Inhlangano ayinakukwenza lokhu kuphela. Imikhankaso ephumelela kakhulu yenza izivumelwano nezikole, amabhizinisi, izinhlangano zenkolo, nohulumeni wendawo.

Ukuzivumelanisa Nezimo Kubucayi

Ngaphandle kwemiphumela yokuhlola, umkhankaso awunakuthuthukisa. Sebenzisa lokhu kwaziswa ukuze ucwengisise ukudlulisa imiyalezo namacebo. IGreen City Incoffice yalungisa isimo sayo sokudambisa izimpawu zezezindaba, izenzakalo, amahora okuzithandela, kanye kanye kanye kanye ne-(ukuthi) okubaluleke kakhulu kwemiphumela yemfucumfucu (umk. "umnyaka, amakhilogremu emfucumfucu aqoqiwe, inani lezihlahla ezitshalwe, izinga lamanzi amanzi).

Ukunqoba Izithiyo Ezivamile Kwe - PR Yendawo Ezungezile

Ngisho nemikhankaso ehlelwe kahle ibhekene nezithiyo. Ukuqaphela lezi zinselele kusiza amaqembu e-PR ukuba alungiselele izindlela zokusebenzisa i-PR.

Ukunethezeka Nokunganaki

Amalungu amaningi omphakathi anomuzwa wokuthi izinkinga zendawo ezungezile zinkulu kakhulu ukuba zingaba khona. I-PR kumelwe imelane nalokhu ngokugcizelela amandla ahlangene ezenzo ezincane. Ukudweba: “Uma wonke umuntu edolobheni lakithi efaka ibhodlela lepulasitiki elinye elingabuye lisetshenziswe, sisindisa amabhodlela angu-50 000 ekugqitshweni kwezindawo.” Sebenzisa izinombolo eziqinile kanye nokuqhathaniswa okungaguquguquki.

Ukwenezelwa Kwezombangazwe

Izindaba zendawo ezungezile zingaba yizimo ezihlukene, ezihlukene emphakathini. Ukuze ugweme lokhu, imikhankaso ehlelayo ethinta imiphumela ebaluleke kakhulu: impilo yomphakathi, imali egciniwe, izinga lokuphila, nezizukulwane ezizayo.

Imali Elinganiselwe

Izinhlangano ezincane azikwazi ukuthenga izinhlangano ze-PR ezibizayo. Kodwa amasu aphansi ayasebenza: ama-oceroot wezobungane, imithombo yezindaba ehlawulwa ngemishini ekhishwayo, izindawo zezenzakalo ezikhululekile emapaki, namaqembu okuxhumana amavolontiya azimele. Sebenzisa amathuluzi amahhala njenge-Canva ezithombe ne Hootsuite ekuhleleni uhlelo. I-Colvate nezinhlelo zokuxhumana zaseyunivesithi ezithola ikhomu lezifundo. Isihluthulelo siwukuba nempumelelo kunokuba ucebe.

Ukulinganisa Impumelelo Yemikhankaso Yendawo Ezungezile

Ithonya le - PR eliwujuqu liyinkinga enkulu, kodwa imikhankaso yendawo ezungezile inenzuzo yemiphumela engokomzimba engenakulinganiswa. Uhlelo olubanzi lokulinganisela luhlanganisa kokubili imigqa yezokuxhumana nezimiso zendawo ezungezile.

Ukuxhumana Kuveza Umqondo Ovulekile

  • Imizwa yezindaba nokukhuluma kwezindaba zendawo
  • Ukuhlangana kwezokuxhumana (njengezimo, ukuhlanganyela, ukukhulumela, abalandeli abasha)
  • Izimoto ze - Web site nesikhathi ekhasini
  • Ababekhona kanye nezimpawu zokuzithandela
  • Ukwanda kwesikhokhelo sezindaba

Amakhono Okuphila Endaweni Ezungezile

  • Umqulu wemfucumfucu waphambukiswa (inqwaba yama - “cyclecle ”, umquba)
  • Inani lezihlahla ezitshalwe noma eziluhlaza enziwe
  • Ukuthuthukiswa kwezinga lamanzi (isib., amazinga omoya - mpilo ancibilikile)
  • Ukunciphisa ukusetshenziswa kwepulasitiki eyodwa (ngesisindo noma inombolo yento)
  • Inani lemikhaya ehlanganyela ekusetshenzisweni kabusha noma ekuhlelweni kwezinhlelo zokugaya

Ukuhlanganisa la maqoqo amabili okwaziswa kulandisa indaba ephelele. Ngokwesibonelo, uma imiqondo yemithombo yezindaba iphakeme kodwa isendaweni ezungezile inganyakaziswanga, cishe lomkhankaso awukwazanga ukwenza ukuqapha kube yisenzo. Lungisa amasu ngokuvumelana nalokho, cishe ucingo lokuthatha isinyathelo lwalungacacile, noma isithiyo sokuhlanganyela sasiphakeme kakhulu.

Ukuthambekela Kwesikhathi Esizayo Kwe - PR Endaweni Ezungezile

Ingxenye ye - PR yendawo ezungezile ishintsha ngokushesha. Ochwepheshe kumelwe baqhubeke bephumelela ngaphambi kwezindlela eziningana ukuze bahlale bephumelela.

Ukuhlohla Izinombolo Zendawo Ephakeme Kakhulu

Intuthuko kwezobuchwepheshe bokuhlanganisa indawo yenza imikhankaso ikwazi ukuhlasela izindawo ezithile noma ngisho nemigwaqo ngemiyalezo elungisiwe. Umkhankaso wokuthungatha ungayikhumbuza izakhamuzi ngesakhiwo esithile ukuthi usuku lwazo lokugaya iveni lushintshile.

Okuhlangenwe Nakho Okungokoqobo Nokungokoqobo Okuye Kwadlula

Ukulandisa indaba okungaqondakali kuyafinyelelwa. Iqembu le-PR lingakha uhambo lwe-video olungu-360-50 ye-wetland ebuyiselwe, livumela izibukeli ukuba “zihambe nga” indawo yokuhlala esemagumbini azo okuhlala. Izinhlelo ezingokoqobo zingabonisa abasebenzisi ukuthi zikhipha udoti wepulasitiki ongakanani uma uqhathaniswa nomakhelwane, ziguqulela ukwaziswa ekubeni kube yinselele yomuntu siqu.

Izisebenzi Ezikanye Nethonya Endaweni

Abathonyeli besizwe bayabiza futhi bangase bangazwakali endaweni. Kunalokho, imikhankaso iyanda ihambisana “nezinhlayiya ze-micro-influence".""""i-local broadger, opheki, othisha, noma abaholi besonto (izinhlophe ezinikezele ukulandela umphakathi.) lezi zithonya zibhekwa njengezithembekile, okwenza ukusekela kwazo kube namandla kakhulu ekushintsheni ukuziphatha.

Ukuxhumana Nokuzinziswa Kwezikhungo Zomzimba

Njengoba izinkampani eziningi zinyathelisa iNkathi Ezungezile, iSocial, ne-PG (ESG) imibiko, imikhankaso yePR ingahlanganisa abaphathi bomphakathi nezifiso zezinhlangano. Ibhizinisi lendawo elixhasa umkhankaso wokutshala izihlahla lingahlanganisa imiphumela embikweni walo waminyaka yonke we-ESG, ukudala umjikelezo omuhle wokusakaza okuhle kanye nethonya lemvelo. Amaqembu ePR kufanele anikeze ngokuqhubekayo ukubika ukwaziswa kubantu abasebenza nabo ukuze aqinise lobuhlobo.

Isiphetho

Ubudlelwane bomphakathi abusona isidingo sokunethezeka sokuphatha indawo ezungezile, kodwa kuyisidingo. Izinhlangano ezifaka izimali ekuxhumaneni ngezindlela ezizothile zibona ukuhlanganyela kakhulu ezimisweni zokusekela, ukubambisana okuqinile phakathi kwezingxenye, nentuthuko engcono empilweni yendawo ezungezile. Ukusuka ekuncishisweni kwepulasitiki ePortland ukuya emapulazini asedolobheni likaDetroit ukuya ekuvuselweni kwetheku laseBaltimore, ubufakazi busobala: ukuguqula iPR idolobe ibe isibopho sokuzibophezela okusebenzayo.

Ochwepheshe be-PR abasebenza kulendawo kumelwe bahlanganise ukulandisa izindaba, ukulinganiswa kokwaziswa, nokubambisana kweqembu. Kumele futhi bahlale bevumelana nezimo, besebenzisa amathuluzi amasha namasu anjengobuchwepheshe nomphakathi kudinga ukuguquka. Umgomo wokugcina awukona nje ukunikeza ulwazi kodwa ukuphefumulela ukuveza indlela yokuvikela imithombo yemvelo lapho ikwazi ukuhlukanisa, hhayi nje umthwalo wemfanelo.

Izinhlangano ezifuna ukuqala noma ukuthuthukisa imizamo yazo yendawo ezungezile, indlela engaphambili iqala ngokulalela. Qonda ukuthi iziphi izindinganiso zomphakathi wenu, iziphi izithiyo ezibhekene nazo, izithunywa ezizithembayo. Yibe usukhankasela ukhuluma ngalezo zenzakalo. Ngesineke, ngekhono, nangokuzimisela ukuveza i-PR, ingasiza ekuguquleni wonke umphakathi ube umphathi wendawo yawo ezungezile.