Ubudlelwane bomphakathi bungaphezu kakhulu kwethuluzi lokulawula idumela lenkampani; kuyisijeziso esisemqoka esingalolonga ukuma kweminye imibuthano yomphakathi. Uma sisetshenziswa emikhosini yomphakathi, iPR iba yisici esikhuthaza ukuziqhenya okujulile kwezakhamuzi. Lezi zenzakalo ezisukela emaqenjini amancane aseduze kuya emikhosini emikhulu yasemadolobheni amakhulu, ukuphumelela komphakathi, namasiko endawo. Ngezindlela zokuxhumana, i-PR ikhulisa ukubaluleka kwalemibuthano, iguqula izenzakalo zezenhlalo zibe iziqinisekiso ezinamandla zezindawo zomphakathi.

Indima ye-PR kulomongo ayikona nje ukuphakamisa. Ihilela ukulandisa okunemininingwane okuthinta izakhamuzi, ukwakha ukulangazelela, ukuqinisekisa ukuthatha ingxenye enkulu, nokuthatha imiphumela engokomzwelo esekela ukuqhosha esikhathini eside ngemva kokuthathwa kwemihlobiso. Lesi sihloko sihlola ithonya eliyizinhlobonhlobo lobudlelwane bomphakathi emikhosini yomphakathi ngokuhlola amasu, amasu, nemiphumela yangempela ebonisa ukuthi ukuxhumana kungakha kanjani imiphakathi eqinile, ehlobene kakhulu.

Ukuqonda Ukuqhosha Okungalingani Nokubaluleka Kwako

Ngaphambi kokuba ungene kumakhenikha wePR, kubalulekile ukuchaza lokho ukuziqhenya kwezakhamuzi okushoyo kanye nesizathu sokuba kube yindaba. Ukuziqhenya kuyisimo esiqinile esingokomzwelo esizwayo ngezakhamuzi zendawo yazo(i-asmond joing, i-mond, nokwaneliseka lapho zihlala khona. Ukuziqhenya okuhlangene okuvela kokuhlangenwe nakho okukodwa, ukufinyelela izinto ezifinyelelwe endaweni eyodwa, kanye nezinga eliphakeme lokuphila. Ukucwaninga kubonisa ukuthi imiphakathi enezinga eliphakeme lokuqhosha lomphakathi izwa ukubambisana okunamandla kwezenhlalo, ukuncipha kwamazinga obugebengu, ukuvolontiya, ukuzuza ngokuzithandela okukhulu, kanye nomnotho ongcono.

Kuyini Ukuqhosha Okuphakathi?

Ukuziqhenya nge-cobic kuhlanganisa kokubili imizwelo nokuziphatha. Izakhamuzi eziziqhenyayo ngomphakathi wazo zisengozini kakhulu yokuya ezigijimeni zendawo, zisekele amabhizinisi endawo, zihlanganyele emisebenzini yomphakathi, futhi zisebenze njengamanxusa ezivakashini nangabangaba khona. Lokhu kuziqhenya kuvame ukubonakaliswa ngezimpawu ezibonakalayo `amaflag, izakhiwo zesikhumbuzo, izindawo zomphakathi ezihlala umphakathi ezihlala kakhulu − kanti ngezindaba ezilandiswayo ngedolobha lazo. Ubudlelwane bomphakathi bunendima ebucayi ekulolongeniseni lezo zindaba, kuqinisekisa ukuthi ziqokomisa izimfanelo ezinhle ezibangela ukuqhosha.

Okwenza Imikhosi Yomphakathi Ibaluleke

Imikhosi yomphakathi iyingqayizivele ngoba yenza okuhlangenwe nakho okuthintanayo, okungokomzwelo okuhlanganisa abantu ndawonye. Kunikeza indawo yokuhlangana ekwenzeni inkumbulo futhi kuqinise izindinganiso ezihlanganyelweyo. Noma kungumhla wesine kaJuly, umkhosi wesiko, noma ukunikezelwa kwesikhumbuzo, lezi zenzakalo ziphula imingcele yezenhlalo futhi zivumele izakhamuzi ukuba zixhumane phakathi kwemigqa yamanani abantu. Ngokwenhlolo-mbili. Ngokwenhlolo ukuhlola okukhishwa kuyi- Journal of Community Psychology[[[, ukuhlanganyela emikhosini yendawo kwandisa ngokuphawulekayo umuzwa wesibopho somphakathi nomphakathi. Uma lezi zenzakalo zidluliselwa ngokunempumelelo futhi zihlelwa yizingcweti zePR, imiphumela yazo iphakakhululwe ngokuphindwayo.

Indima Ebalulekile Yobuhlobo Bomphakathi Ezimweni Zomphakathi

Ubudlelwane bomphakathi emongweni wemikhosi yomphakathi abuyona nje inqubo ecatshangelwayo, eqala ezinyangeni ngaphambi kwesenzakalo futhi iqhubeke kahle ngemva kwe. Ochwepheshe be-PR basebenza njengabaklami bokuqonda, abaklami bemiyalezo, nabaphathi bobuhlobo. Umgomo wabo ukuqinisekisa ukuthi lo mkhosi awudonseli isixuku kuphela kodwa futhi ushiya umuzwa ohlala njalo wokuqhosha nobunye.

Ukudweba Indaba: Ukulandisa Nokudweba

Imikhosi yomphakathi ihlanganisa indaba yokulandisa. Ochwepheshe be-PR baveza ithonya eliyinhloko elingokomzwelo − noma idumisa umlando wendawo, ukugubha izinhlobonhlobo, noma ukuqokomisa isenzakalo samuva esisifekeleyo,(ne) futhi ihlela isenzakalo esisizungezile. Ngokwesibonelo, ukugujwa kwedolobha okungokonyaka ka-inkulungwane kungase kuhlohlwe ngokuthi "Iminyaka engamashumi amahlanu yeResilience ne Innovation," ukuhlanganisa izenzakalo ezingokomlando kanye nempumelelo yamanje. Lendaba inikeza izakhamuzi isizathu sokuziqhenya nokuzihlanganisa nazo nendaba enkulu.

Ukuxhumana Kwamanetha Amaningi Okufinyelela Kukhulu

Amasu anamuhla ePR ancike enhlanganisela yemali ehlawulwayo, ekhokhelwayo, futhi ehlanganyelwayo ukuze ifinyelele izilaleli ezihlukahlukene. Kuyo imikhosi yomphakathi, lokhu kusho ukusakaza amaphephandaba endawo, iziteshi zomsakazo, nezindaba zethelevishini (imithombo yezindaba); ingosi yesebhusayithi ye-PR ngokwayo kanye nezincwadi ze-imeyili (imithombo yezindaba esemthethweni); izikhangiso ezihloselwe ukufinyelela emapulatifomuni ezenhlalo (izezindaba ezikhokhelwayo); kanye nezigqekezo zezinto zokuxhumana ezisetshenziswa yimithombo yezokuxhumana ezisezingeni eliphezulu. Isihluthulelo siwukwakha umyalezo onobunye owenziwe kuyo yonke iteji yezindawo. Imithombo yezokuxhumana inamandla kakhulu ekudluliseleni iziteshi eziphezulu, ukushumayeza okuphila, ukuhlanganisa nemikhankampane yezokusetshenziswa kwezokusetshenziswa.

Ukwakha Ukulindela Nokuhlanganyela

Ukugubha imikhosi ephumelelayo kudinga ukuhlanganyela ngentshiseko. Amasu e-PR akha ukulangazelela ngomkhankaso osusuzisiwe owembula imininingwane kancane kancane ngokuthatha iqhaza nendawo, bese kulandela izenzakalo eziningi, izivakashi ezikhethekile, bese kuba izimenywa ezimangalisayo. Amakhalenda, "sneak" amavidiyo, kanye nokuqashelwa komphakathi kwenza izakhamuzi zihlale zikhona emasontweni aholela esigijijijijimi. I-PR isebenza ekususeni izithiyo zokuhlanganyela ngokunikeza ukwaziswa okucacile mayelana nokupaka, ukufinyelela, nokuthola ulwazi olukhethekile, kanye nezici ezisemfakelwanisweni zomkhaya. Uma izakhamuzi zizwa zifundile futhi zijabule, zisengozini kakhulu yokuba khona futhi zinikele emasontweni afanele.

Izindlela Eziyinhloko Ezibangela Ukuziqhenya Ngesici Esibi

Ngaphandle kwecebo elibi kakhulu, amasu akhethekile ePR aye abonakala ephumelela kakhulu ekukhuliseni ukuqhosha komphakathi ngemikhosi yomphakathi.

Imikhumbi Engumngane Nemithombo Yezindaba Ethandwayo

Enye yezindlela ezinamandla kakhulu zokwakha ukuziqhenya komphakathi ingokwasemithonjeni ekhokhwayo eveza umphakathi ngendlela eqondile. Ochwepheshe be-PR bahlakulela ubuhlobo nezintatheli zendawo futhi baqambe izindaba hhayi nje ngesenzakalo ngokwaso, kodwa ngabantu abangemva kwaso, izisebenzi zokuzithandela, abadwebi bendawo, imiphakathi engokomlando. Uma isakhamuzi sibona umakhelwane waso ekhuluma ngezindaba zakusihlwa ezikhuluma ukuthi kungani sithanda idolobha lakubo, kuqinisa ukuziqhenya komuntu siqu futhi kugcizelela ukubaluleka komphakathi.

Imizamo Yezokuxhumana Nezinto Ezisetshenziswa Umsebenzisi

Amapulatifomu ezenhlalo alungele ukuthuthukisa ithonya elingokomzwelo lemikhosi yomphakathi. Amaqembu e-PR angaqala imikhankaso ekhuthaza izakhamuzi ukuba zihlanganyele izithombe zazo nezindaba ngokusebenzisa i-hashtag enikezelwe. Lo msebenzisi owenziwe nge-arhente (UGC) usebenza njengobufakazi obuqinisekile bezenhlalakahle bokuthi lesi senzakalo sinenjongo. Isibonelo, umkhankaso onjengo-# MyTown Produd" ungaqoqa amakhulu ezindawo ezibonisa izakhamuzi zimomotheka nomakhelwane, ujabulela ikhonsathi, noma ukuzinikela. Ukubeka i-UGC esenzelweni esingokomthetho kuveza umjikelezo omuhle wesithembiso nokuziqhenya. Ngaphezu kwalokho, ukuphila ngezikhathi eziphambili njengesibani seholide noma ukukhazimulisa iholide eliwumbukiso kulabo abangakwazi ukugubha labo abakhona, ekwakhelweni.

Izimiso Zethonya Nezinduna

Amanxusa ezindawo − i-bobgers, i-communters, i-communst, noma abaholi bomphakathi − bangaba abasizi abanamandla ekubangeleni injabulo. Ochwepheshe be-PR baveza abantu abahlonishwayo nabathenjwayo emphakathini futhi babathumele emanxusa ezenzakalo. La manxusa adala okuqukethwe yizenzakalo, ukuboniswa kusengaphambili, nokusakazwa kwezwi eliphuma emlonyeni. Ukuvumelana kwawo kunezela ukuthembeka nokufinyelela. Ngokwesibonelo, umpheki odumile wendawo angase athumele emkhosini wokudla ozayo, noma uthisha omkhulu wesikole esiphakeme owaziwayo angase ahlanganyele emakhaya akhuthaza ukuba khona.

Ukulungiselelwa Kwenhlekelele Ye - PR

Akukho senzakalo esikhulu esinengozi. Ochwepheshe be-PR kumelwe bakulungele ukubhekana nesimo sezulu esibi, izenzakalo zokulondeka, ukuhluleka kwezehlakalo zokwenza okungakhinyabeza kokubili isenzakalo kanye nokuqhosha komphakathi. Ukuxhumana okunzima kuhlanganisa ukuba nemiyalezo egunyaziwe yangaphambi kokwamukelwa, umkhulumeli omisiwe, kanye necebo elisheshayo lokusabela kokubili emithonjeni engokwesiko nengokwenhlalo. Indlela umphakathi osingatha ngayo inhlekelele ingaqinisa ukuqhosha uma uphathwa ngokukhanyayo nangozwela.

Ukuhlola Izenzakalo: Imikhosi Yomphakathi Ephumelelayo Eqhutshwa IPR

Izibonelo zezwe langempela zibonisa indlela i - PR ewusizo engaguqula ngayo imikhosi yomphakathi ibe izisekelo ezinamandla zokuziqhayisa komphakathi.

Isibonelo 1: Umkhosi Wesikhathi Esidlule Womuzi

Ngo-2023, idolobha eliphakathi eMidwest lihlela umkhosi walo weminyaka ephakathi nenani eliphakathi nendawo ngenjongo yokungagubhi umlando kuphela kodwa nokuvuselela idolobha. Iqembu le-PR laqala umkhankaso wonyaka obizwa "Iminyaka eyikhulu, iNtlanganisonye." iStrategigies zahlanganisa: uchungechunge lwe "Manje ne-Wenu" izici zephepha lendawo; udwebo lwe-meter ne-appal olunendlela olune-scarected lokuzingela okuqondisemla ukuthi i-scarected oluqondise imindeni engokomlando; nevidiyo eveza izakhamuzi esezingeni elikhumbula ubusha bazo. Amamedia ahlanganisa iziteshi ezimbili zethelevishini zendawo ziqinisekisa izigaba zamasonto onke. Ngosuku lwemikhosi, abantu abangaphezu kuka-40 000 babekhona embukisweni. I-Post-eventhreaptual yabonisa ukuthi izakhamuzi ze-prod zakhona "ix" zazene nesesahlu lomphakathi sezene. Izehlaka futhi zandile ezilandelanabandalo zenza imikhumbi eziphambili ezi

Isibonelo 2: Ukuvuselela Umkhosi Waminyaka Yonke

Emphakathini ongasaphathwa yisikhathi, umkhosi waminyaka yonke wasemgwaqweni wawuncipha iminyaka eminingi. Umkhosi wezindawo ongazuzisi owahlanganiswa nenhlangano yePR ukuze uphinde uthathe lesi senzakalo ngokugxila ezindabeni zomphakathi. Iqembu le-PR laqhuba izikhawu zokulalela nezakhamuzi ukuze liqonde ukuthi yini ezaziyazisayo ngamazwe aseduze nezindawo eziseduze, amabhizinisi amancane, ukuqina. Umkhosi waphinde wabekwa njenge "Wes [Neighborbority Name Name].. Imisebenzi yahlanganisa: abaphangi basakaza iminyango-indlu-toooo ngezindlela eziningi; umkhankaso wezenhlalo wezokuxhumana oveza amavidiyo amafushane ezakhamuzi ezikhuluma ngezindawo zazo ezithandwayo; futhi ukukhululwa kwezokuxhumana okuqokomisa imithombo yezokuxhumana okuveza ingcebo yomphakathi. Ithonya lendawo yandala phambili ekuqhutshweni kwabantu. Izindawo zokudlala ezisezindaweni ezivamile. Mhlawumbe eziphakathini eziseminyakeni engu-300. Mhlawumbe eziphambili, mhlawumbe izihambeli eziphambili zezinkonzo zomphakathi zezindawo zomphakathi manje, izinkonzo zezezezezezeze

Ukulinganisa Ithonya LePR Ekuqhosheni Kwesinkwa

Ukuze balondoloze futhi bathuthukise imizamo, ochwepheshe be - PR kumelwe balinganise indlela umsebenzi wabo othonya ngayo ukuqhosha komphakathi.

Amanani Anemiqondo Ebalulekile

Izimpawu eziyinhloko zihlanganisa inani lababekhona ezenzekeni, imibono yezezindaba (inani lezikhathi zokuhlanganisa izenzakalo libhekwa noma lifundwa), izokuxhumana zezokuxhumana zifinyelelwa futhi zihlangane (njengeziphakamiso, iziphetho), kanye nezimoto zewebhusayithi. Izibalo ezithuthuke kakhulu zihlanganisa amaphesenti ezisebenzi ezikhona ngesikhathi sokuqala kanye nababuyayo. Ngaphezu kwalokho, amaqembu e-PR angalandelela inani lezisebenzi zokuzithandela eziqoqwe ngemikhankaso yazo kanye nomthamo wezinto ezihlanganiswe ngesehlakalo esisebenzisa le senzakalo. Lamanani anikeza isisekelo sempumelelo futhi avikela imikhosi yesikhathi esizayo.

Izikhombo Zokuhlanganisa

Inani lilandisa ingxenye yalendaba kuphela. Ukuhlola nokuhlola okuthathekayo kubalulekile ekuqondeni ithonya elingokomzwelo lomkhosi. Ukuhlola kwe-post-event kungabuza imibuzo eqondile enjengokuthi: "Lokhu kwenze ukuba uzizwe usondelene nomphakathi wakho?" futhi "Kungenzeka kangakanani ukuba utuse ukuhlala lapha nomngane?" Ukusabela okuvulekile kwembula izindaba zomuntu siqu zokuziqhenya nokuthi ungowakho. Ukuhlaziya kokuhlola kwezenhlala-phakathi okubonisa ukuthi amathuluzi akhayo yini, awe-o, awekho, noma awathathi hlangothi. Ezinye izigxwayiso zihlanganisa ukuhlaziya komsindo (izihloko ezikhuthazayo?), ukunikeza ubufakazi obuvela kubaholi, nokuxoxa nezakhamuzi. Uma lokhu kuqondiswe kokuqondisisa komphakathi kuveza ukukhula, ukuveza indima engokwengxenye ye-PR kuveza ukuqhosha.

Izinzuzo Ezihlala Njalo Zokuqhosha NgePR

Ukuzuza ekuqongeleleni i - PR emikhosini yomphakathi kudlulela ngalé kwesenzakalo ngokwaso.

Izigaba Zezomnotho Nezenhlalo

Izakhamuzi eziziqhenya kakhulu zikhanga izivakashi, amabhizinisi amasha, nezisebenzi ezinekhono. Abantu bafuna ukuhlala nokutshala imali ezindaweni eziziqhenyayo. Imikhosi nemikhosi esekelwa yiPR enamandla ingathuthukisa izomnotho zendawo ngokusebenzisa izindawo zokudlela, amahhotela, nezitolo. Ngaphezu kwalokho, inzuzo yezenhlalo ihlanganisa ukunikela ngokuzithandela okwandayo, izinkampani eziqinile zomphakathi, nokuhlanganyela ngentshiseko ekubuseni kwendawo. Umphakathi ozidlayo ungowodwa oziphetheyo, futhi ungaba nethuba lokusekela izinhlelo zendawo, ukuvota, ukuvota, nokusekela izinkonzo zomphakathi.

Ukuvuselelwa Nokufundiswa Komphakathi

Uma izakhamuzi zizizwa ziziqhenya ngomphakathi wazo, ziba amanxusa avamile. Zikhuluma kahle ngedolobha lazo kubangane nasemikhayeni, zilivikela ekugxekweni okungafanele, futhi zihlanganyela ngokuqhubekayo emizamweni yokulithuthukisa. Lobubutshani buyigugu, ikakhulukazi ezikhathini zenhlekelele. Phakathi nokuwohloka kwezomnotho noma izinhlekelele zemvelo, umphakathi ozidla kakhulu ungaba sengozini yokubambisana. Imikhankaso ehlala njalo igubha umphakathi (hhayi nje phakathi nonyaka kodwa unyaka wonke). Umkhosi uba itshe eliyisikhumbuzo, isikhumbuzo salokho umphakathi ongakufeza uma usebenza ndawonye.

Isiphetho: I - PR Njengendawo Ephambili Yemiphakathi Exhunyiwe

Ubudlelwane bomphakathi abukona nje ukuthumela izinhlelo zezindaba ezikhishwayo noma ezithunyelwa kumphakathi wezezindaba zomphakathi. Ngokomongo wemikhosi yomphakathi, kusekutholeni izimpawu ezihlanganyelwayo ezenza izakhamuzi ziqhoshe ngokuzibiza ngokuthi indawo yokuhlala. Ngokuxoxa ngezindaba ezihlelekile, ukuxhumana okuhlukahlukene, nokuthembisana okuqotho, ochwepheshe be-PR bakhulisa amandla angokomzwelo alezi zenzakalo, baziguqule zibe izenzakalo eziyinhloko zokuqhosha komphakathi wonke. Umphumela unamandla, ahlobene kakhulu lapho abantu bezizwa beba nempumelelo komunye nomunye nekusasa ledolobha labo. Njengoba ohulumeni bendawo nezinhlangano zihlela ukugubha imikhosi yabo elandelayo, akufanele babheke ubuhlobo babantu njengento engenziwangabodwa, kodwa njengengxenye eyinhloko yokwakha ukuqhosha okuqhubekayo.

Ukuze ufunde ngokwengeziwe ngezimiso zomphakathi, vakashela i-Public Relations Society of America. Ukuhlola ukucwaninga kwezemfundo ngokuziqhenya komphakathi nokubopha umphakathi, bheka lesihloko se-website ye-Jornal yezenterology[. Emikhubeni engcono kakhulu esenzekayo PR, i-Mectorker [[[FLT:]] [FLT]]