Njengengqungquthela, i-PR inemvelaphi yayo e-Ngilani, apho ivela khona njengexesha elijongene nenjongo yorhwebo, eyenzelwe ukuqwalasela abathengi kwiimpahla ezinikezelweyo. Igama ngokwalo liyisigxina, esakhiwa ngegama lesiNgesi kunye nentsebenziswano yoluntu, oku kuthetha "ubudlelwane boluntu".
Kuthetha ukuthini i-PR?
Kwixesha elide i-PR yayisetyenziselwa nje ingcamango yokuthengisa. IsiNgesi senzululwazi saseMzantsi Afrika sichaza i-PR njengentsebenziswano yobugcisa kunye nesayensi ekuhambisaneni uluntu ngokuphumelela kokuqonda ngokuvisisana, okwakhiwe ngolwazi oluchanileyo kunye olupheleleyo kwimicimbi ebalulekileyo yobomi. Ngokumalunga nale ngcaciso, enye inkcazo yale ngcamango yabonakala kamva: ubudlelwane boluntu luxhomekeke kuluntu. Kamva yanyuswa yimidiya yoluntu.
Yintoni i-PR?
Iingcali eziphuhlisa iinkonzo ze-PR kwaye zinikezela kule ntengiso ekhethekileyo zicacile ukuba kutheni i-PR iyadingeka kwaye yiyiphi i-PR. Injongo yaso ephambili kukudala umfanekiso omhle wenkampani yokukhuthazwa kwezoshishino. Ezi zixhobo zisetyenziswanga ngokuthe ngqo, kodwa kwakhona "zisuka kwenye": kuxhomekeka kwiintlobo ze-PR ezisetyenziswayo xa ziqhuba iinkampani ezifanelekileyo, kodwa umphumo kufuneka ulindeleke. Amalungu ayo:
- ukugcina idumela elihle lo mbandela;
- ukwakheka komfanekiso ngokusebenzisana namajelo kunye nabaxhasi abajoliswe kuzo:
- ukudala uluvo loluntu olukhuthaza inkokheli ekukhuphiswano namanye amaqumrhu.
I-PR kunye nentengiso - ukufana kunye nokwahlukana
Ngokombono we-philistine, i-PR neentengiso zifana kunye. Iingcali zithi i-PR kunye neentengiso zifana nokufana kwazo, okufuneka uzazi ukuze ukwazi ukwahlula omnye komnye.
- Ukuqhuba iiprogram ze-PR akunjalo ngokuthe ngqo, ngokungafani nokukhangisa, kunxulumene nokukhuthazwa kwangoko kwempahla okanye iinkonzo, kodwa kulandela umgomo wokuqinisa umfanekiso wenkampani, "ukulibazisa" ukuhamba kweentengiso.
- Ukuthengisa kungasetyenziselwa ngokuzimeleyo okanye kuba yinxalenye yenkampani yobudlelwane boluntu, akukho nto ikhethiweyo.
- Ngokungafani nokuthengisa, ehlala ihlawulwa, i-PR isebenzisa indlela yokwenza abantu. Abeendaba bayabandakanyeka kule nkqubo, kodwa abafumani ntlawulo kumntu onomdla lowo nkampani eyenziwa kuyo.
- Iingcali kwiintlalontle zoluntu, ezibizwa ngokuba ngabaphathi be-PR, musa ukuwamkela ukuthengwa kwexesha elithile lexesha lokukhangisa kwaye ukholelwa ukuba izakhono ze-PR zibandakanya ukusebenzisana namajelo ngokubambisana kwamahhala koluntu .
Iintlobo ze-PR
I-PR ininzi kwaye ihlukeneyo kwiinjongo zayo, imisebenzi kunye nokuphunyezwa. Ukuqhuba ngokufanelekileyo inkqubo yobudlelwane boluntu, kufuneka ukwazi iimfihlelo ze-PR kunye ne-PR, ezizimeleyo ngempumelelo kwiingcali zeli fayile. Kwinqanaba langoku, iindidi zeentlobo zayo zityhilwa, ukucaciswa okucacileyo apho "iimpawu zombala" zisetyenziswa:
- abamnyama;
- mhlophe;
- grey;
- ophuzi;
- oluhlaza;
- i pinki;
- mnyama;
- i-samopiar;
- IP viral.
Black PR
Ingcamango ye-PR emnyama kwinqanaba lekhaya liyacaca kuwo wonke umntu. Ukuba sisondela kule ngcamango ngokucace ngakumbi, kubonakalisa ukhuphiswano oluqilima kwiimarike, injongo yalo kukuhlaziya iifom ezikhuphisanayo ukuhlanganiswa kunenzuzo kwinzuzo. Iindlela ze-Black PR ziyasetyenziswa ukuba imicimbi yenkampani ingahambelani, kwaye ikwazi ukulahlekelwa ngabathengi bayo.
Amaxhoba okuhlaselwa kwabantu abamnyama be-PR yinkampani enegama eliqinileyo. Iindlela zokulwa ezisetyenzisiweyo ziyingozi: iingcali ze-PR ezimnyama azikwazi nje ukuphazamisa igama elihle le nkampani, kodwa liphinde lichithe okanye lichithe ngokupheleleyo. Olu hlobo luye lwasasazeka kwi-shishini yoshishini ukuba abantu abambalwa be-PR abaqala ukuvela, kodwa nakwiinkampani zonke ezibonelela ngeenkonzo ze-PR ezimnyama ngokuhlawulwa. Zonke izinto ezinokuthi "zinyanisiweyo" ezinokuthi zitshitshise ukunyaniseka komdlali kunye nokunyaniseka kuye zikhishwe ekukhanyeni:
- iinkcukacha zobomi bomntu;
- iimpazamo zolutsha;
- iinkcukacha eziphambili ezinxulumene nokukhuthazwa kwamanqanaba emisebenzi.
IP PR
Eyona ndlela eyahlukileyo yi-PR emhlophe, esetyenziswe njengethuba elifanelekileyo lokudibanisa phakathi kwabathathi-nxaxheba be-PR nabaphulaphuli. Kule meko, ulwazi luncedo kakhulu, kwaye ulwazi oluthembekileyo kuphela luba ngolwazi loluntu. Umzekelo weklasi we-PR ezimhlophe ukuqaliswa kweFranny Mustang kwimveliso yamanzi ngo-1964-65. Emva koko umnini we-corporation D. Ford njengendlela ye-PR-action yalungiselela uluhlu lwamacandelo ababenokuthenga, apho i-DJ ifike kwi-Mustangs entsha, eyayinika umdla kwimoto entsha.
Grey PR
Ukubandakanya izinto ezimnyama kunye ezimhlophe, i-Grey grey isetyenziswe njengendlela yokusazisa ulwazi lwenyaniso. Ngaloo ndlela kubhekiswa kumntu okhonkco okanye kwinkampani kwenzeka njalo. Isizathu sokuvela kwe-GG grey kukungabikho kolwazi oluchanekileyo kwimibandela eyahlukeneyo yobomi. Phakathi kweenjongo zesicelo sayo:
- ukubuyiswa kobulungisa;
- ukugcinwa kwamalungelo nenkululeko;
- ukulimaza umqhubi ngaphandle kokuphula umthetho.
Njengomzekelo we-gray PR, unokuqwalasela ingxabano yomthengi kunye nabasebenzi beesitolo, ezibandakanya kwenye yeetyathanga ezidumiweyo zokuthengisa. Umntu okhubekileyo ubonakalisa intsingiselo yenkinga kubabameli beendaba eziphambili. Iinkqubo zikawonkewonke zivelisa ukuqhutyelwa kolwazi olutsha, oluthi, ngelixa ubeka injongo yokubuyiselwa kwamalungelo abathengi, ukulimaza udumo lwenethiwekhi yokuthengisa. Ngaloo ndlela iingxabano zingaphakama, ukuba kunokwenzeka ukuba ngoko, ngendlela engokwemvelo, okanye nokuba nomlingiswa owenziwe ngokwesiko.
Olu hlobo lwe-PR ludla ngokusetyenziswa ngabameli boshishini lokubonisa, ukuzama ukuhlambalaza umncintiswano, okwethutyana okanye ukulisusa ngokupheleleyo. Umzekelo ocacileyo wesicelo saso ngumsebenzi obanzi kwixesha elidlulileyo le-mpikiswano phakathi kuka-Alla Pugacheva noSofia Rotaru. Igama lePugacheva lidibaniswe kunye neenkcukacha zokuphelisa ukhuphiswano lwabaculi abanomninimandla Olga Kormuhina, uAnastasia noKaty Semenova.
Brown PR
Ngokubhekiselele kwi-PR emdaka, ihambelana nenkohlakalo ye-fascist ne-neo-fascist ideology. Kukholelwa ukuba i-PR emdaka yiyona nto yentshumayelo ye-fascism kunye ne-misanthropy. Kodwa le nkcazo yolu hlobo lwe-PR iyingozi. Abathengisi bayakujonga ukuba kungenzeka ukuyisebenzisa ngokukodwa ukunika umthengiso umkhiqizo ulwalathiso lwempi. Ukwenza oku, sebenzisa ifom ye-servicemen, iiprogram zokuqeqeshwa komkhosi, imikhosi yemikhosi, njl njl.
PR ephuzi
Umthombo owaziwayo "oomgca ophuzi" ugxininise kwiibali malunga nama-scandals ukubeka ingqalelo kumntu othile. I-PR ephuzi yinkqubo eyinkimbinkimbi yokwenza izibakala, xa ulwazi oluqulunqwe okanye olukhohlisiweyo lunikeziwe njengolusebenzayo. Kule meko, isiqhelo esincinci singaba ngamahemuhemu kunye nokuhleba kwaye sibonakale njengento ebalulekileyo kunye neyomeleleyo. Ngenxa yobungqina obukhohlakeleyo beendlela, kwimizila ethile yabameli bezopolitiko kwaye babonise ishishini, uhlala efunwa. I-PR kunye nomnxeba we-yellowness isebenzisa i-arsenal enkulu yamacandelo:
- izikratshi;
- zobomi obusondeleyo;
- ukuthukuthela ngaphezu kwezinto zokomoya nezokuziphatha ;
- Ukubonisa imifanekiso enqabileyo nemifanekiso yevidiyo.
PR Green
Ngokubhekiselele kwi-PR eluhlaza, umbala wobomi, wamukelwa yimibutho ekhuthaza ukusetyenziswa kwemveliso yemvelo kunye nemveliso. Nantsi ingathi ithathwa njenge-green PR esebenzayo yokukhuthaza impilo yokuphila, ukulondolozwa kwendalo. Ukuthetha malunga ne-PR kwimibala eluhlaza kunokuba, umzekelo, ukuthengiswa kweentlalo.
PR Pink
Olu hlobo lujoliswe ekunikeni into efunwa yinyaniso, kodwa kungekhona ngokuxoka okanye ukugqithisa amaqiniso, kodwa ngokukhanyisa kuphela iinkalo ezintle zemisebenzi yenkampani. Umfanekiselo wayo uveliswa yimbali eyakhiweyo, isinyathelo ngasinye ngesiphumo siphumelele kwimpumelelo, sinakekelwa ngentlalo-ntle yabathengi. Ukupapashwa kweendlela ezicetywayo zokuhamba ngomzekelo ngumzekelo omhle wobomi be-pink PR. Kwiincwadana zokuthengisa, iividiyo, kwiibhanki ungabonwa ngabantu abonwabileyo ngokubhekiselele kwimifanekiso yamazwe angaphandle kumahlathi, ulwandle, ilanga nesanti. I-PR ye-Pink ayakhiwanga ekukhohliseni, kodwa ngokungahambisani.
Samopiar
Ikhono lokubonisa isithunzi sabo kunye nempumelelo ekukhanyeni okuhle kakhulu kuthiwa ukuzithuthukisa okanye ukuzithethelela. Ukuqonda oko kuthetha i-samopiar, umntu unokuqwalasela ubuchule bayo obuyisiseko:
- ukubonakala rhoqo kwiikrini zeTV kunye nomoya ngokuqikelelwa kweyiphi na imicimbi;
- Ukubhala iincwadi kwiingxaki zobomi okanye imemori;
- iintlanganiso kunye noluntu kunye nengxoxo ngemiba eyahlukileyo yabemi;
- ukubamba iziganeko zabo zothando;
- Ukuthatha inxaxheba kwimicimbi yezemidlalo nokuzonwabisa;
- ifoto kunye nevidiyo kwisitayela "sokungaboni."
PR Viral
Ngokubhekiselele kwi-PR ye-viral, iyasetyenziswa ngokubanzi kwi-Intanethi kwaye isekelwe kwimfuno yabantu yokwabelana ngolwazi olufanelekileyo okanye olunomdla. Nangona kukholwa ukuba yaqala ukuphuhlisa ngokumalunga neminyaka elishumi eyadlulayo, ebomini isetyenziswe ixesha elide phantsi kwegama elithi "igama lomlomo". Enyanisweni, namhlanje amandla ayo akwandisiwe ngokubanzi, kwaye ayazisa uluntu abasebenzisa:
- iividiyo ezimnandi kunye neefoto;
- izimvo ezingavamile;
- intanethi kunye ne-SMS;
- imidlalo yokutshintsha;
- miyalezo e mfutshane.
Iinjongo zalo eziphambili kukuba:
- iindleko zincinci zoqoqosho;
- impembelelo engathanga ngqo malunga nokwakhiwa kweembono zoluntu;
- ukungabikho kwemithetho evimbelayo;
- ixesha lokusetyenziswa.
Uphuhliso loqoqosho kunye nokwandiswa kwamathuba oshishino kuye kwaveliswa ubuchwepheshe obutsha be-PR, phakathi apho indawo ebalulekileyo ithathwe ngethuba kunye nezinye iindlela zokubamba iinkampani ze-PR. Naluphina udidi lwe-PR oluhluke ngokubanzi, unenjongo kunye neenjongo eziqhelekileyo, ukwenza ukuba ungayiqonda into eyi-PR kunye nemisebenzi yayo:
- I-PR ithintela uluvo lukawonkewonke, luzisa kuyo ixabiso elithuthunywayo lorhwebo othile;
- unako ngokuthe ngqo okanye ngokungathanga ngqo, ngokusebenzisa abeendaba, usebenzise uxinzelelo kubaphathi.
- ukwandisa ukuthembeka kwenkampani kunye nezinga lokuthembela kuyo emehlweni abo baqabane;
- iphakamisa ukulinganiswa kwenkampani emehlweni abo baqeshwa bayo;
- negalelo kwiinzuzo eziphezulu.