Kuyini i-PR nokuthi yiziphi izinhlobo ze-PR ezikhona?

Njengesici, i-PR isuka ku-England, lapho ivela khona njengegama ngenhloso yokuhweba, eyenzelwe ukunaka abathengi ezimpahla ezinikeziwe. Igama ngokwalo yisifingqo, esakhiwe kusukela ngegama lesiNgisi ukuhlanganiswa komphakathi, okusho "ubudlelwane bomphakathi".

Uthini i-PR?

Isikhathi eside PR sisetshenziswe kuphela njengomqondo wokuhweba. Isazi sezenhlalakahle esiNgisi, uS. S., sichaza ukuthi yi-PR njengendlela yokusebenzisana nobuciko kanye nesayensi ekuvumelaneni komphakathi ngokusebenzisa ukuqonda kokubili, okwakhiwe ngolwazi oluyiqiniso nolugcwele ulwazi lwezinto ezibalulekile zokuphila. Ngokuphathelene nale ncazelo, enye incazelo yalo mqondo ibonakala kamuva: ubudlelwane bomphakathi ukuxhumana nomphakathi. Kamuva kwathathwa yi-media mass.

Kuyini i-PR?

Ochwepheshe abathuthukisa izinhlelo ze-PR futhi bazinikeze kule makethe ekhethekile babe nomqondo ocacile wokuthi kungani i-PR idinga nokuthi yi-PR. Umgomo wayo oyinhloko ukwakha isithombe esihle senkampani yokukhuthazwa kwebhizinisi eliphumelelayo. Lezi zindlela zisetshenziswanga ngokuqondile, kodwa futhi "zivela ngokuphambene": konke kuxhomeke ezinhlotsheni ze-PR ezisetshenziselwa ukuqhuba izinkampani ezifanele, kodwa umphumela kufanele kulindeleke. Izingxenye zalo ziyi:

ukugcina idumela elihle le ndaba;
ukwakheka kwesithombe ngokusebenzisana nabezindaba kanye nezilaleli ezihlosiwe:
ukudala umbono womphakathi okhuthaza ubuholi emncintiswaneni nezinye izinkampani.

I-PR nokukhangisa - kufana nokuhluka

Ngokombono we-philistine, i-PR nokukhangisa kukhona okufanayo. Ochwepheshe bathi i-PR kanye nokukhangisa kufana nokufana kwazo, okudingeka ukwazi ukuze ukwazi ukuhlukanisa omunye nomunye.

Ukuqhuba imikhankaso ye-PR akuyona njalo ngokuqondile, ngokungafani nokukhangisa, kuhlotshaniswa nokukhuthazwa okusheshayo kwezimpahla noma amasevisi, kodwa kulandela umgomo wokuqinisa isithombe senkampani, okuyisinyathelo sokuthi "ukulibaziseka" ukunyakaza.
Ukukhangisa kungasetshenziswa ngokuzimela noma kube ingxenye ebalulekile yenkampani yobudlelwane bomphakathi, akukho okukhethwa kukho okungafani.
Ngokungafani nokukhangisa, okukhokhwa ngaso sonke isikhathi, i-PR isebenzisa indlela yokuphakamisa. Abezindaba bahileleke kule nqubo, kodwa abayitholi inkokhelo evela kumuntu okuthandwa yinkampani yakhe.
Ochwepheshe ebuhlotsheni bomphakathi, ababizwa ngokuthi abaphathi be-PR, abamukeleki ukuthenga isikhathi esikhulu sokukhangisa isikhathi futhi bakholelwa ukuthi amakhono e-PR ahlanganisa nokuxhumana nabamemezela ukubunjwa kwamahhala kombono womphakathi .

Izinhlobo ze-PR

I-PR iningi futhi ihlukahluka ezinhlosweni zayo, imisebenzi nokuqaliswa kwayo. Ukuqhuba umkhankaso wobudlelwane bomphakathi ngokuphumelelayo, udinga ukwazi izimfihlo ze-PR ne-PR, ezilawulwa ngempumelelo ngongcweti bale phrofayela. Esikhathini samanje, izinhlobo eziningana zazo zivezwe, ngokucaciswa okucacile okushiwo "izimpawu zombala":

umnyama;
umhlophe;
grey;
ophuzi;
oluhlaza;
i-pink;
umbala;
i-samopiar;
PR viral.

Black PR

Umqondo we-Black PR ezingeni lomkhaya uyacaca kuwo wonke umuntu. Uma sisondela kulo mqondo ngokujulile, kubonisa ukuncintisana okunomthelela emakethe, umgomo wayo ukuhlaziya amafemu okuncintisana ngokuhlanganiswa okunenzuzo kakhulu emakethe. Izindlela ze-Black PR zisebenzelana uma izindaba zenkampani zihamba ngokungadingekile, futhi zingalahlekelwa amakhasimende ayo.

Izisulu zokuhlaselwa kwabantu abamnyama be-PR kukhona izinkampani ezinegama eliqinile. Izindlela zokulwa ezisetshenzisiwe ziyingozi: ochwepheshe be-black PR abakwazi ukuchitha phansi igama elihle lenkampani, kodwa futhi bayalichitha noma bachithe ngokuphelele. Umkhuba onjalo usuvele usakazeke kakhulu emkhakheni wezamabhizinisi okuthi akuwona nje abantu abamnyama abakwa-PR abaqala ukuvela, kodwa ngisho nezinkampani zonke ezihlinzeka ngezinsizakalo ze-PR ezimnyama ezikhokhelwayo. Wonke amaqiniso "okuthosiwe" angahle ahlukumeze ukwethembeka komphikisi futhi amthethele kuye atholakala ekukhanyeni:

imininingwane yokuphila komuntu siqu;
amaphutha abasha;
imininingwane ephazamisayo ehambisana nokukhuthazwa kwezinga lomsebenzi.

I-White PR

Okuhlukile i-PR emhlophe, esetshenziswa njengethuba elihle lokuthintana phakathi kwabahlanganyeli be-PR kanye nezilaleli ezihlosiwe. Kulesi simo, ulwazi luyinto enhle kakhulu, futhi ulwazi oluthembekile kuphela luba ngolwazi lomphakathi. Isibonelo sokuqala sama-PR omhlophe ukuqaliswa kwe-Ford Mustang ekukhiqizeni okuningi ngo-1964-65. Khona-ke umninimzi we-corporation D. Ford njenge-PR-action uhlele uchungechunge lwezinhlangothi zabathengi abangekho, lapho i-DJ ifika khona kuma-Mustangs amasha, okwakwenza kube nesithakazelo emotweni entsha.

Grey PR

Ukuhlanganisa izakhi zamnyama nezomhlophe, i-gray G isetshenziswa njengendlela yokusakaza ulwazi oluyiqiniso. Ngakho ukubhekisela kumuntu okhonkolo noma inkampani kwenzeka njalo. Isizathu sokuvela kwe-gray PR kungukuntula kolwazi olunokwethenjelwa ezindabeni ezihlukahlukene zokuphila. Phakathi kwezinhloso zesicelo salo:

ukubuyiswa kobulungiswa;
ukugcinwa kwamalungelo nenkululeko;
ukulimaza umncintiswano ngaphandle kokuphula umthetho.

Njengomzekelo we-gray PR, ungacabangela ukungqubuzana komthengi nabasebenzi besitolo, okufaka phakathi kweminye imiketane ethandwayo yokudayisa. Umuntu okhubazekile ubonisa ukuthi inkinga yenkinga kubani abamele imidiya yabezindaba. Ukuqhutshwa komphakathi kudala ukugeleza okusha kolwazi, okuyinto, ngenkathi ibeka umgomo wokubuyisela amalungelo amakhasimende, ilimaza idumela lenethiwekhi yokuhweba. Ngakho-ke ukungqubuzana kungavela, uma kungenzeka ukuthi ukusho, ngendlela engokwemvelo, noma ukuba nomlingiswa okwenziwe ngokwezifiso.

Lolu hlobo lwe-PR luvame ukusetshenziswa abameleli bebhizinisi lokubonisa, bezama ukuhlambalaza umncintiswaneni, okwesikhashana noma ekuqedeni ngokuphelele. Isibonelo esicacile sesicelo salo ukuhlanganiswa okubanzi esikhathini esedlule senkinga phakathi kuka-Alla Pugacheva noSofia Rotaru. Igama likaPugacheva nalo lihlotshaniswa namaqiniso okuqeda ukuncintisana kwabaculi abanekhono u-Olga Kormuhina, u-Anastasia noKatya Semenova.

Brown PR

Ngokuqondene ne-PR eluhlaza, ihlotshaniswa nenkulumo-ze ye-fascist ne-neo-fascist ideology. Kukholelwa ukuthi i-PR eluhlaza iyisici senkulumo-ze ye-fascism ne-misanthropy. Kodwa le ncazelo yalolu hlobo lwe-PR ikhulu kakhulu. Abathengisi bayakubheka ukuthi kungenzeka ukuyisebenzisa kancane ukuze unikeze umkhiqizo okhangisiwe isiqondisi sempi. Ukuze wenze lokhu, sebenzisa ifomu yama-servicemen, ama-cadres ezemidlalo yokuzivikela, imiyalo yezempi, njll.

I-PR ephuzi

"Umshini ophuzi" owaziwa kahle ugxile ezindabeni mayelana nama-scandals ukuze anakekele umuntu othize. I-Yellow PR iyinkimbinkimbi yezindlela zokugxilisa amaqiniso, uma ulwazi olusungulwe noma olukhohlisiwe lunikezwa njengolusebenzayo. Kulesi simo, isiqephu esincane singaba amahemuhemu nokuhleba futhi sibonakale njengento ebalulekile futhi engathí sina. Njengoba inikezwe ngokungaqondakali kwezindlela, emibuthanweni ethile yabameleli bezombusazwe futhi ibonise ibhizinisi, uhlale efunwa. I-PR ne-touchness ye-yellowness isebenzisa ama-arsenal amaningi wamasu:

amahlazo amakhulu;
amaqiniso obuseduze;
ukuthukuthela ngezindinganiso ezingokomoya nezokuziphatha ;
Kuboniswa izithombe ezinonya nezithombe zevidiyo.

I-Green PR

Ngokuqondene ne-PR eluhlaza, umbala wokuphila, yamukelwa izinhlangano ezikhuthaza ukusetshenziswa kwemikhiqizo yemvelo nemvelo nemikhiqizo. Lapha kungacatshangwa njenge-PR ephuthumayo yokugqugquzela indlela yokuphila enempilo, ukulondolozwa kwemvelo. Ukukhuluma ngalokho i-PR enemibala eluhlaza kungaba, isibonelo, ukukhangisa kwezenhlalo.

I-Pink PR

Lolu hlobo luhloswe ukunikeza lokho okufunwa yiqiniso, kodwa hhayi ngamanga noma ukugxila kwamaqiniso, kodwa ngokukhanyisa kuphela izici ezinhle zemisebenzi yenkampani. Isithombe sawo sakhiwa ngumlando osungulwe, isinyathelo ngesinyathelo siphumelele empumelelweni, sinakekele impilo yenkampani. Ukukhangiswa kwezinkambo ezihlongozwayo zokuhamba ngisibonelo esihle sokuphila kwe-pink PR. Ezincwadini zokukhangisa, amavidiyo, emabhanini ungabona abantu abajabule ngokumelene nokwaziswa kwezithombe zamazwe angaphandle amahlathi, ulwandle, ilanga nesihlabathi. I-Pink PR ayakhiwanga ekukhohlisweni, kodwa ngokungahambisani.

I-Samopiar

Ikhono lokuveza isithunzi sabo kanye nempumelelo ekukhanyeni okuhle kakhulu kubizwa ngokuthi ukuzithuthukisa noma ukuzibonga. Ukuqonda ukuthi kusho ukuthini i-samopiar, umuntu angacabangela amasu ayo ayisisekelo:

ukubukeka njalo kuma-skrini we-TV nasemoyeni ngokulinganisa kwanoma imiphi imicimbi;
ukubhala izincwadi ezinkingeni zemibuzo yokuphila noma imemori;
imihlangano nomphakathi ngokuxoxa ngezinkinga ezihlukahlukene zokukhathazeka izakhamizi;
abambe izenzakalo zabo zomusa;
Ukubamba iqhaza kwimicimbi yezemidlalo nokuzijabulisa;
isithombe namavidiyo ngesitayela se "nude."

I-Viral PR

Ngokuqondene ne-viral PR, isetshenziswa kakhulu kwi-inthanethi futhi isekelwe ezidingweni zabantu zokwabelana ngolwazi olufanele noma oluthakazelisayo. Nakuba kukholelwa ukuthi yaqala ukukhuthaza cishe eminyakeni eyishumi edlule, empilweni isetshenziswe isikhathi eside ngaphansi kwegama elithi "izwi lomlomo". Yiqiniso, namuhla amandla ayo akhulisiwe kakhulu, futhi ukwazisa umphakathi abasebenzisa:

amavidiyo ahlekisayo nezithombe;
imibono engavamile;
i-intanethi kanye ne-SMS;
imidlalo ye-flash;
imiyalezo emifushane yolwazi.

Izinzuzo zayo eziyinhloko yizi:

izindleko ezincane zomnotho;
ithonya elingavamile ekubunjweni kwombono womphakathi;
ukungabi khona kwezimiso zomthetho;
isikhathi sokusebenzisa.

Ukuthuthukiswa komnotho kanye nokwandiswa kwamathuba ebhizinisi kwanikezela ubuchwepheshe obusha be-PR, phakathi kwalapho indawo ebalulekile ithathwe khona ngezethulo kanye nezinye izindlela zokubamba izinkampani ze-PR. Noma yikuphi ukuhluka kwe-PR okungafani, kunezinjongo ezivamile nezinhloso, okwenza ukuthi ungayiqonda yini i-PR nemisebenzi yayo:

Ithonya le-PR lombono womphakathi, liletha kuye izindinganiso ezikhuthaziwe zomkhiqizo othize;
kungaba ngokuqondile noma ngokungaqondile, ngokusebenzisa abezindaba, becindezela iziphathimandla.
kwandisa ukwethembeka kwe-firm kanye nezinga lokuthembela kulo emehlweni wabalingani;
iphakamisa ukulinganisa kwenkampani emehlweni yabasebenzi bayo;
kunomthelela enzuzweni ephakeme.