Woyang'anira wa PR Proser ndi ntchito yotchuka, yomwe ikufunikira kwambiri mu zaka za XxiI. Achinyamata amakonda kuchita izi, kuti amvetsetse bwino zomwe akuchita zikuimira ndi zomwe adzachite kuti abwerere pa ntchito yake.
Ndani awa?
PR-manejala adamasulira kuchokera ku Chingerezi (maubale) amatanthauza "ubale wa anthu". Katswiriyu amagwira ntchito ndikuchirikiza mbiri yabwino ya mtundu winawake kapena kampani ina. Ntchito ngati izi ndiye njira yabwino kwambiri kwa anthu omwe ali ndi chidwi ndi sayansi ya anthu, monga Russia, mabuku, maphunziro a psychology ndi maphunziro azachikhalidwe.
Management Ogwirizana ndi ntchito yayamba kudziwika ku United States osati kalekale kumayambiriro kwa zaka za zana la makumi awiri. Izi zidachitika pakadali pano pomwe dipatimenti yaulanja yapagulu idawonekera ku Kirvard University. Panthawiyo, Dongosolo la Democratic la United States linayamba ntchito za mawu, ndipo nthawi ya 1930-1960, makampani ambiri adayamba kutenga manager.
Pafupifupi kampani iliyonse yamakono pali ntchito yoyang'anira, ndipo makampani ena amapangira madipatimenti onse, komwe amagwira ntchito.
Ma Ar-mabungwe otchuka omwe amagwira ntchito kuti akweze madera osiyanasiyana a ntchito, media, zizindikiro. Kampaniyo imaphatikizapo zaukadaulo, makonzedwe. Ali ndi udindo wopanga ndi kukhazikitsa malingaliro.
Ndagalasi za Pronager umawonedwa kuti ndizolumikizana. Zimathandizanso kuti anthu andale alandire chidaliro ndi anthu.
Khalidwe labwino lapaderali limaphatikizaponso:
- kufunika;
- Mapangidwe;
- kulipira kwambiri;
- Kulumikizana ndi media.
Makhalidwe oyipa alibe mpikisano waukulu.
Ntchito Zogwira Ntchito ndi Ntchito
Mbali yayikulu ya parashi ndikuwunika, kupenda ndi kuneneratu zomwe zingakhale zabwino kuwongolera chithunzi cha kampaniyo, kupitirira kwina. Ena amasokoneza ntchitoyi ndi ntchito yotsatsa, yomwe ikugwira ntchito yolimbikitsa kapena zinthu zina. Izi sizili choncho, chifukwa kudera nkhawa kwa kampaniyo kapena mtundu ndi njira yokwezedwa ndi njira zosiyana kwambiri.
Ntchito zomwe zimakhazikitsidwa pa bwanayo zimatha kukhala zosiyanasiyana kutengera kuchuluka kwa zomwe kampaniyo imachita. Chifukwa chake, magwiridwe antchito amasintha. Imatsogozedwa ndi ntchitozo ndi mafunso omwe amafunikira kuti athetsedwe mu bizinesi yosankhidwa.
Ntchito zazikuluzikulu zomwe Pr -nar amachita:
- kutsimikiza mtima kwa ntchito za PR;
- maziko ndi machitidwe a kampeni;
- kuwunikira zinthu zomwe zilipo zomwe zimafunikira kuti zitheke pamapulogalamu apakati;
- kuneneratu zokolola za mapulogalamu osankhidwa;
- Kukula ndi kuthandizidwa ndi chithunzi chomwe mukufuna kwa kampaniyo, mzere wake wopanga, ntchito ndi ndondomeko zokha;
- Kuunikira zochita za mbiri ya kampani ndi mawu omwe amapezeka ndi manejala;
- Zochitika pakudziwitsa zidziwitso pagulu la zochitika, aggntimer, ntchito zomwe zilipo ndi ogwira ntchito kuti akwaniritse kumvetsetsa kwakukulu.
Mndandanda wa maudindo wa wogwira ntchito uwu umadalira pakampani yomwe imagwira. Zikuluzikulu, akatswiri ambiri amafunika. Nthawi zambiri manager amafunikira wothandizira, zomwe zikuwonetsa kuwonjezeka kwa udindo wa PR, monga ulalo wogwirizira.
Mu bizinesi yayikulu, pali ma pr ndikusindikiza. Nthawi zambiri, imakhala ndi mkulu wa makatodiwo, limodzi ndi maneya oyanjana. Amakhala oyang'anira oyang'anira omwe ali ndi mitundu yosiyanasiyana ya njira zosiyanasiyana zolankhulirana, komanso kafukufuku yemwe amayang'anira zowunikira.
Monga lamulo, manejala akukambirana ndi makasitomala, amamva kulumikizana, kuwongolera zofalitsidwa ndi ndemanga zokambirana ndi kampaniyo ndikugulitsa zinthu . Mawu ofananawo, katswiriyu akutsatira chilichonse chomwe chimanenedwa ndikulemba za kampani yake, munthawi yake komanso mwaluso zimakhudzana ndi zomwe zalandilidwa.
Komanso, katswiri woterowo amapatsidwa ntchito yambiri yokhudzana ndi kuwongolera kwa ogwira ntchito, limodzi ndi achidule a oimira. Ndi yobowola omwe amakhudza momwe zochita zimachitikira ndipo zothandiza komanso zosafunikira.
Proeler ndi ulalo wofunikira pakukonzekera makasitomala amtsogolo ndi mgwirizano wa anthu.
Ntchito:
- ochita maluso a ma pr;
- Amapanga njira yolimbikitsira;
- Zopanga zolemba, zimapangitsa makina kumasula ndi zofalitsa zina za media;
- Amachititsa malonda otsatsa, masheya;
- Mapulogalamu amtundu;
- kuchita nawo bajeti ndi kupanga kampeni yokulitsa pulogalamu ya pr;
- Kusanthula zokolola.
Zofunikira
Katswiri wapadera ayenera kukhala ndi maluso ambiri. Malangizo a ntchito amatchulidwa momveka bwino zofunikira zonse zomwe zimachitika mu ntchitoyi.Maluso
Nthawi zambiri zophatikizidwa ndi malangizo a ntchito, pali mndandanda wazomwe PR Manager ayenera kukhala nazo.
Monga lamulo, maluso oyambira amayimiriridwa ndi mndandanda wotsatira:
- kuzindikira mbiri ya kampani, njira ya chitukuko chake ndi momwe ziliri, limodzi ndi mapulani amtsogolo;
- kufotokozedwa mwatsatanetsatane ndi mzere kapena ntchito za munthu yemwe waperekedwa;
- Kudziwana ndi antchito onse, ogulitsa ndi ma oyang'anira omwe iye adzalankhulana;
- PR konage ayenera kukhala ndi lingaliro la gawo lomwe kampaniyo imachitidwa, kudziwa mndandanda wa opikisana ndi omwe akutsogolera;
- Dziwani zochitika zatanthauzo, tsatanetsatane wa msika wa ogula ndi omvera;
- Kuzindikira kwa media pamwamba kapena mbiri yabwino ndi yoyenera kampeni inayake.
Komanso pamndandanda wa maluso a pr-oyang'anira, jambulani mizati, ndemanga, kupezeka kwa zokumana nazo zolembedwa, edct, kuwunika kwa media, kudziwa mawu. Maluso oterowo monga kuwerengera kwambiri, zilankhulo zakunja, kuthekera kolemba komanso pakamwa kufotokoza kwawo porkik yabwino.
Kulima
Katswiri Woyang'anira Imakakamizidwa kukhala ndi izi, popanda zomwe alibe chilichonse.
- Kuphatikizidwa . Simungathenso kukumana ndi ntchito yabwinoyi, chifukwa kuboola ndi munthu yemwe amatha kulumikizana ndi kulumikizana, kukhazikitsa ndi chidziwitso, sinthani mafunso ofunikira.
- Chidwi . Zimalola kuti katswiriyo adziwike kukhala ndi kampaniyo, werengani mbiri yake yazomera, njira yachitukuko. Chinthu choterechi chimapangitsa katswiri kuti saona chidziwitso chokha chomwe chimaperekedwa, komanso popanda chilichonse chowonjezera, kuyesera kuphunzira momwe mungathere.
- Chidwi . Khalidwe limeneli liyenera kugawidwa m'magawo otsatirawa: Media, msika wopikisana, kuphunzira kwa ogulitsa, abwenzi, omvera. Woyang'anira waluso amakakamizidwa kudziwa chilichonse chomwe chimachitika pafupi ndi kampani yake kuti athe kuyankha molondola komanso moyenera.
- Woyambitsa . Popanda mkhalidwewu, katswiri wa Plo sangathe kuchita bwino pantchito yake. Chofunika chizifunikira m'mabuku ndi utopu. Tiyeneranso kuphunzitsidwa, kuwunika, kusaka chidziwitso, kugwira ntchito ndi media.
- Kuzemba . Katunduyu ndi gawo limodzi loti muchotsenso chidziwitso chazomwe mungafune, poganizira milandu yochokera kumbali zosiyanasiyana, kuthekera kosintha zomwe zalandilidwa komanso kuzigulitsa bwino.
- Mothandizidwa ndi cholinga komanso kupirira, pempheroli litha kukwaniritsa zotsatira zomwe mukufuna . Umunthu wofatsa komanso wosatetezeka sungathe kuchita bwino chotere, chomwe chikuyembekezera woyang'anira wolimba mtima.
- Nzeru Iyenera kutsagana ndi pozungulira poloko. Khalidwe limeneli liyenera kuvomera kukambirana, pezani zotengera zawo ndikukhazikitsa maulalo oyenera.
- Ulemu . Palibe choyipa ndi kuphedwa kwaukali komwe sikungachite bwino. Munthawi iliyonse, katswiri amakakamizidwa kukhala wokongola, musagonjere kupereka, kutha kuyankha moyenera kuchokera kwa makasitomala kapena media.
- Kuleza Mtima . Ili ndi mfundo yofunika kwambiri yomwe ingathandize munthu wa Pro nthawi zonse uzikhala kuti ukupezeka ndipo walephera kulephera komanso wosangalatsa, yemwe iye adzayang'ane nawo. Ngakhale panali chibwenzi ambiri, ndi zochitika zosangalatsa komanso zochitika zosangalatsa, komanso mofatsa nthawi zambiri zimachitika zomwe muyenera kuthana nazo.
- Kuyenda, kugwira ntchito . Manager ayenera kukhala olumikizana nthawi zonse, kuti athe kusuntha mwachangu. Atolankhani nthawi zambiri amayankha mwachangu, ndipo ngati chopiwala sichinatenge foni pa nthawi yoyenera, wina angamuyankhe, zomwe zingayambitse mavuto omwe akuchita ntchito.
Porar wabwino, yemwe adakwanitsa kuchita zabwino m'munda wake, amalandila zosemphana nthawi zonse, ndipo malipiro amangokakamizidwa.
Ufulu ndi udindo
Pali ufulu ndi udindo mu ntchito iliyonse, motero wonani nayenso alibe tanthauzo. Koyenera kwa pr ikukhala ndi chidziwitso chofunsira ndikuyankha mwachangu ku zomwe zalandilidwa.
Udindo umatengera kumanja. Ndichifukwa chake Katswiri amakakamizidwa kuti azikhala ndi malingaliro onse omwe amapereka anthu . Pankhani imeneyi, ayenera kufosuka kwambiri ndikunena za ntchito yake ndi vuto lalikulu.
Kuphunzitsa ndi Ntchito
Anthu ambiri amakopa ntchito ya Pronager, koma si aliyense amene amadziwa komwe mungaphunzire kwapadera.
Palibe chinsinsi chakuti maziko a ntchito iliyonse ndi maphunziro. Woyang'anira wa PR amakakamizidwa kukhala ndi mndandanda waukulu wa chidziwitso kuchokera ku psychology, atolankhani, zamakhalidwe, kutsatsa. Komabe, izi sizitanthauza kuti munthu wopanda maphunziro apadera adzapeza ntchito ndi pr.
Nthawi zina, zapaderazi zimatenga anthu popanda kuphunzira maphunziro, koma nthawi zonse amayenera kuyesetsa kukhala katswiri wovomerezeka.
Olemba ntchito anzawo amawathandiza omwe afunsidwa omwe aphunzira ku Moscow State University, mgimo, Rudn kapena RGU. Mayunivesite ena sikutilepheretsa kupeza ntchito yomwe mukufuna. Ziphaso zapadziko lonse lapansi ndizopindulitsa ndi gawo lothandiza pa maphunziro apamwamba.
Umunthu woterewu umapezeka mu yunivesite iliyonse komwe kuli kotsatsa ndi kupezeka kwa maubale . Kuti mulandire, ndikofunikira kuti mutenge zinthu monga maphunziro azachikhalidwe, Russia. Maudzu ena onse amasiyana kutengera malo ophunzitsira, momwe amakonzera.
Muthanso kugwiritsanso ntchito maphunziro omwe amapereka makampani osiyanasiyana. Yotchuka ku Russian Institute of Phunziro la Ntchito "IPO" . Nthawi zonse kumafunikira maphunziro ofuna kuphunzira kuchokera kwa manager, komanso patali.
Bokosili limadziwika kuti ndi njira yapadera ya zopyeretsera zokondera, chifukwa zimapangidwa molingana ndi akatswiri. Maphunziro a maphunzirowo ndi a ubale waku Russia. Bungweli ndi gulu lakale kwambiri la oyang'anira a PR Oyang'anira Federation of Russian, zomwe zimachokera ku 1991.
Atalandira maphunziro, omaliza maphunziro ake ayenera kukhala kale ndi zitsulo zoyambirira za kasamalidwe ka kayendetsedwe, ndikulakalaka kugwira ntchito ndikuyamba mumunda wosankhidwa. Akatswiri Opanda Chokumana Nawo Amatha Kulumikizana ndi Mabungwe a PR, Kusindikiza Nyumba kapena Media, ndipo mutha kumvetseranso madipatimenti a maubale omwe ali m'makampani ambiri okhudzana ndi kutsatsa.
Wogwira ntchito atagwira ntchito kwa zaka ziwiri m'derali, alipo kale zofuna zake, mosiyana ndi alendo atsopano. Mndandanda waluso ukhoza kuwonjezeredwa pakudziwa momwe zolemba zalembedwera, magetsi osindikizira amapangidwira kutsatsa malonda. Katswiriyu amakakamizidwa kudziwa mfundo za kukonzekera.
Monga lamulo, pachaka chachitatu, katswiri adzapeza luso pantchito yowonetsa, amatha kugwira misonkhano yogwirizana ndi misonkhano ikuluikulu.
Ndikofunika kudziwa kuti kuchuluka kwa zomwe ndalama zili pagawoli kumakweranso. Kuchuluka kwa ndalama kumakhala kwakukulu kuposa 1.5 nthawi yoyamba. Akatswiri onse omwe awonjezera zaka zopitilira zitatu m'magawo osankhidwa amalandila malipiro apamwamba. Wogwira ntchitoyo apeza zokambirana zake, maziko a mayanjano oyenera, amatha kupanga njira za PR.
Nthawi zambiri atsikana amapita ku ma oyang'anira. Chiwerengero cha abambo mu ntchito iyi ndi pafupifupi 30%.
Muyenera kuganizira kuti mupange chidule chomwe chingachite ngati khadi la bizinesi ya pr . Ndi mothandizidwa ndi mafunso awa kuti wofunsayo azitha kudzilengeza yekha, maluso ake, kuwonetsa kuti mwanjira iliyonse, chifukwa chilimbikitsanso olemba ntchito mtsogolo.
Tisayiwale za ntchito ya ntchito, maphunziro, kufotokozera kwa mikhalidwe yanu ndi maluso anu, gawo la maphunziro owonjezera. Zinthu zonse ziyenera kuwonetsedwa mwatsatanetsatane mu chidule.
Prefolio ndi chitsimikiziro cha ntchito ya Pronager, kotero katswiri aliyense ayenera kukhala nawo . Izi ndichifukwa choti maluso a maluso a PR sangawonekeredwe mosavuta, ndipo mothandizidwa ndi doko lopangidwa, olemba ntchito amatha kuwunika zochitika zawo ndi zotsatira zake.
