Monga chodabwitsa, PR imachokera ku England, kumene idakhala ngati nthawi yogulitsa malonda, yokonzedwa kuti iwonetse chidwi cha ogula ku katundu woperekedwa. Liwu lokha ndilo chidule, lopangidwa kuchokera ku liwu lachingerezi kuphatikiza mgwirizano pakati pa anthu, zomwe zikutanthauza "kugwirizana ndi anthu".
Kodi PR amatanthauzanji?
Kwa nthawi yaitali PR idagwiritsidwa ntchito ngati malonda. Katswiri wa chikhalidwe cha anthu a Chingerezi, S. Black, adalongosola zomwe PR ndizogwirizana ndi luso ndi sayansi pakugwirizanitsa anthu pogwiritsa ntchito kumvetsetsa, kumangika pazowona zenizeni komanso zokhudzana ndi zofunika pamoyo. Ponena za kutanthauzira uku, tanthauzo lina la lingaliroli linawonekera mtsogolo: chiyanjano ndi kugwirizana kwa anthu. Pambuyo pake adatengedwa ndi mauthenga a zamalonda.
Kodi PR ndi chiyani?
Akatswiri omwe amapanga chithandizo cha PR ndi kuwapatsa msika wamtengo wapataliwa ali ndi lingaliro lomveka bwino la chifukwa chomwe PR imayenera ndi zomwe PR zili. Cholinga chake chachikulu ndikupanga chithunzi chabwino cha kampani kuti izi zitheke. Njirazi sizigwiritsidwa ntchito mwachindunji, komanso "kuchokera kumbali": zonse zimadalira mtundu wa PR wogwiritsidwa ntchito pochita makampani oyenera, koma zotsatira zake ziyenera kuyembekezera. Zachigawo zake ndi:
- kukhala ndi mbiri yabwino ya phunziroli;
- mapangidwe a fano kupyolera mukuyanjana ndi mauthenga ndi omvera omvera:
- kukhazikitsidwa kwa maganizo a anthu omwe amalimbikitsa utsogoleri ku mpikisano ndi makampani ena.
PR ndi malonda - zofanana ndi kusiyana
Malingaliro a Philhiline, PR ndi malonda ndi amodzimodzi. Akatswiri amati PR ndi malonda ali ndi kufanana ndi zosiyana, zomwe muyenera kudziwa kuti muthe kusiyanitsa wina ndi mzake.
- Kuchita mapulogalamu a PR sikuli nthawi zonse, mosiyana ndi malonda, kumayanjanitsidwa ndi kukwezedwa kwa katundu kapena ntchito, koma cholinga cha kulimbitsa chithunzithunzi cha kampani, chomwe ndi "kuchedwa" kutsatsa malonda.
- Kutsatsa kungagwiritsidwe ntchito mwaulere kapena kukhala mbali yofunika kwambiri ya kampani yovomerezeka, palibe njira yosinthira.
- Mosiyana ndi malonda, omwe nthawizonse amalipidwa, PR imagwiritsa ntchito njira yowonjezera. Ofalitsa akugwira nawo ntchitoyi, koma salandira malipiro kuchokera kwa munthu amene makampaniyo amamukonda.
- Akatswiri pazochitika zapagulu, omwe amatchedwa PR oyang'anira, musamalandile kugula nthawi yambiri yolengeza ndikukhulupilira kuti luso la PR limaphatikizapo kuyankhulana ndi mauthenga kuti awonetsere mwaufulu maganizo a anthu .
Mitundu ya PR
PR imakhala yosiyanasiyana komanso yosiyana pa zolinga zake, ntchito ndi kukhazikitsa. Kuti muyambe kukambirana bwino ndi anthu, muyenera kudziwa zinsinsi za PR ndi PR, zomwe zimakhala ndi akatswiri a mbiriyi. Pakadali pano, mitundu yambiri yawowo imavumbulutsidwa, chifukwa chofotokozera momveka bwino zomwe "mawonekedwe a mtundu" amagwiritsidwa ntchito:
- wakuda;
- choyera;
- imvi;
- chikasu;
- chobiriwira;
- pinki;
- bulauni;
- samopiar;
- Virata PR.
Black PR
Lingaliro la black PR pamnyumba mwathu liri lomveka kwa aliyense. Ngati tikulingalira mfundoyi mozama, ndikuwonetseratu mpikisano woopsa pamsika, cholinga chake ndikutaya makampani opikisana nawo kuti agwirizane kwambiri pamsika. Njira za black PR zimagwiritsidwa ntchito ngati zochitika za kampani zikupita mopanda malire, ndipo zimatha kutaya makasitomala ake.
Ozunzidwa ndi anthu a mtundu wa black PR ndi makampani omwe ali ndi mbiri yabwino. Njira zolimbana ndizogwiritsidwa ntchito ndizoopsa: akatswiri a black PR sangathe kungoipitsa dzina la kampaniyo, koma amawononganso kapena kuwononga kwathunthu. Chizoloŵezi choterechi chafalikira kwambiri mu bizinesi yomwe sikuti anthu okha akuda a PR anayamba kuonekera, koma ngakhale makampani onse omwe amapereka chithandizo chamtundu wakuda pa malipiro olipidwa. Zonse zotheka "zokazinga" zomwe zingapangitse kuti mdaniyo amukhulupirire ndi kumugonjetsa zimachokera ku kuwala:
- tsatanetsatane wa moyo waumwini;
- zolakwa zachinyamata;
- Mfundo zamtengo wapatali zokhudzana ndi kukwezedwa kwa msinkhu wa ntchito.
White PR
Mwayera woyera PR, omwe amagwiritsidwa ntchito ngati mwayi wokhala pakati pa otsogolera PR ndi omvera. Pachifukwa ichi, chidziwitsocho n'chothandiza kwambiri, ndipo chidziwitso chodalirika chokha chimakhala chidziwitso cha anthu. Chitsanzo choyera cha White PR ndi kukhazikitsidwa kwa Ford Mustang pakupanga masamba mu 1964-65. Ndiye mwiniwake wa bungwe D. Ford monga PR-action anakonza maphwando angapo omwe angakhale ogula, kumene DJs inabwera pa Ma Mustangs atsopano, zomwe zinapangitsa chidwi mu galimoto yatsopano.
Grey PR
Kuphatikizapo zinthu zakuda ndi zoyera, imvi PR imagwiritsidwa ntchito ngati njira yofalitsira uthenga wowona. Motero, kutchulidwa kwa munthu konkrete kapena kampani sikuchitika nthawi zonse. Chifukwa cha kuphulika kwa imvi PR ndiko kusowa kwa chidziwitso chodalirika pazosiyana zosiyanasiyana za moyo. Zina mwa zolinga zake ndi izi:
- kubwezeretsa chilungamo;
- kusunga ufulu ndi kumasulidwa;
- kuvulaza mpikisano popanda kuphwanya lamulo.
Monga chitsanzo cha imvi PR, mungathe kuganizira mkangano wa wogula ndi ogwira ntchito yosungirako sitolo, yomwe ikuphatikizidwa mu imodzi mwa makina otchuka kwambiri. Munthu wokhumudwa amavomereza kuti vutoli ndilofunika bwanji kwa omwe akuyimira ma TV. Zochitika zapadera zimabweretsa chidziwitso chatsopano, chomwe, pakukhazikitsa cholinga chobwezeretsa ufulu wa makasitomala, kuwononga mbiri ya malonda a malonda. Choncho mikangano ingabwere, ngati n'zotheka kunena, mwachibadwa, kapena kukhala ndi khalidwe lopangidwa ndi mwambo.
Mtundu uwu wa PR nthawi zambiri umagwiritsidwa ntchito ndi oimira bizinesi yowonetsera, kuyesa kumunyoza wokonda mpikisano, kwa kanthawi kapena kuthetsa. Chitsanzo chowonetseratu cha ntchito yake ndi kufotokozera kwakukulu m'mbuyomu posachedwa za mkangano pakati pa Alla Pugacheva ndi Sofia Rotaru. Dzina la Pugacheva linagwirizananso ndi mfundo zothetsera mpikisano kuchokera kwa oimba oimba Olga Kormuhina, Anastasia ndi Katya Semenova.
Brown PR
Ponena za PR Brown, imayenderana ndi mauthenga a fascist ndi neo-fascist. Zimakhulupirira kuti PR zofiirira ndizofalitsa za fascism ndi misanthropy. Koma tanthawuzoli la mtundu uwu wa PR ndi loopsa. Ogulitsa amaona kuti n'zotheka kuigwiritsa ntchito pang'onopang'ono kuti apereke mankhwala otsatsa kuti azitsogoleredwa ndi asilikali. Kuti muchite izi, gwiritsani ntchito mawonekedwe a servicemen, masewero olimbitsa usilikali, malamulo a usilikali, ndi zina zotero.
Yellow PR
Chodziwika bwino chotchedwa "chikasu" chimaphatikizapo nkhani zokhudzana ndi zowopsya pofuna kutchula munthu wina. Zachizungu PR ndi njira zovuta zogwiritsira ntchito mfundo, pamene zongopeka kapena zowonongeka zimaperekedwa ngati zowona. Pachifukwa ichi, chigawo chaching'ono chingakhale mphekesera ndi miseche ndikuwoneka ngati chinthu chofunika komanso chofunika kwambiri. Chifukwa chodziwika bwino njira zowonongeka, m'magulu ena a oimira ndondomeko zandale ndikuwonetsa bizinesi, nthawi zonse amafuna. PR pogwiritsa ntchito chikasu amagwiritsa ntchito njira zamakono:
- zopanda pake;
- mfundo za moyo wapamtima;
- kukhumudwa pazikhalidwe zauzimu ndi makhalidwe ;
- Kusonyeza chithunzi chotsutsa ndi zithunzi zavidiyo.
Green PR
Ponena za PR wobiriwira, mtundu wa moyo, unavomerezedwa ndi mabungwe omwe amalimbikitsa kugwiritsa ntchito zachilengedwe, zokonda zachilengedwe ndi zinthu. Pano izo zikhoza kuonedwa ngati zobiriwira PR kupititsa patsogolo moyo wathanzi, kuteteza zachilengedwe. Kulankhula za mtundu wa PR wobiriwira, monga chitsanzo, malonda.
Pink PR
Mtundu umenewu umapereka kupereka zomwe zikufunidwa kuti zitheke, koma osati kupyolera mu bodza kapena kugwiritsira ntchito zenizeni, koma powunikira zokhazokha zokhudzana ndi ntchito za kampaniyo. Chifaniziro chake chimapangidwa ndi mbiri yakale, zomwe pang'onopang'ono zinachita bwino, kusamalira ubwino wa makasitomala. Kulengeza kwa njira zoyendetsera ulendo ndi chitsanzo chabwino cha moyo wa pinki PR. M'mabuku okonda malonda, mavidiyo, pamabendera mungathe kuona anthu okondwa potsata zithunzi za mayiko achilendo ndi mitengo ya kanjedza, nyanja, dzuwa ndi mchenga. Puloteni PR imamangidwa osati chinyengo, koma kusagwirizana.
Samopiar
Maluso oti apereke ulemu wawo ndi zotsatira zawo mwabwino kwambiri amatchedwa kudzikuza kapena kudzikonda. Kuti timvetse zomwe samopiar amatanthauza, munthu akhoza kulingalira njira zake zoyambirira:
- Kuwoneka kawirikawiri pazithunzi za TV ndi mlengalenga ndi kulingalira kwa zochitika zirizonse;
- kulemba mabuku pazithunzi za moyo kapena memo;
- misonkhano ndi anthu ndi kukambirana nkhani zosiyanasiyana zokhudza anthu;
- akugwira zochitika zawo zachikondi;
- Kuchita nawo masewera a masewera ndi zosangalatsa;
- chithunzi ndi kanema m'ndandanda wa "nude."
Viral PR
Ponena za tizilombo toyambitsa matenda, zimagwiritsidwa ntchito kwambiri pa intaneti ndipo zimagwiritsa ntchito zofunikira za anthu kuti zigawane zambiri zomwe zimakhudza kapena zosangalatsa. Ngakhale amakhulupirira kuti idayamba kukula mozama pafupi zaka khumi zapitazo, m'moyo wakhala akugwiritsidwa ntchito kwa nthawi yaitali pansi pa dzina "mawu a pakamwa". Zoona, lero mphamvu zake zawonjezeka kwambiri, ndikudziwitsa anthu omwe amagwiritsa ntchito:
- mafilimu owonetsa ndi zithunzi;
- ndemanga zachilendo;
- intaneti ndi ma SMS;
- mipikisano;
- mauthenga achidule amtunduwu.
Zopindulitsa zake zazikulu ndi izi:
- ndalama zochepa;
- kuwongolera mwachindunji pa mapangidwe a lingaliro la anthu;
- kulibe malamulo oletsedwa;
- nthawi yogwiritsiridwa ntchito.
Kupititsa patsogolo chuma ndi kufalikira kwa mwayi wamalonda kunayambitsa njira zamakono zatsopano za PR, zomwe malo amodzi anatengedwa ndi maumboni ndi njira zina zogwirizira makampani a PR. Zina zosiyanasiyana za PR zimakhala zosiyana, zolinga ndi zolinga zomwe zimagwirizanitsa, zomwe zingakuthandizeni kudziwa zomwe PR ndi ntchito zake:
- PR imakhudza malingaliro a anthu, kubweretsa kwa izo malingaliro otukulidwa a mtundu winawake;
- zingatheke mwachindunji kapena mwachindunji, kupyolera mwawailesi, ndikuumiriza olamulira.
- kuonjezera kukhulupilika kwa chitsimikizo ndi chikhulupiliro chake mmaso mwa abwenzi;
- imakweza chiwerengero cha kampani pamaso pa antchito ake;
- zimapereka ndalama zopindulitsa.