Naieo-Iaoa?ao?aneee Yeaeo?ioaoie/aneee
Oieaa?neoao ei. A.N. Iiiiaa
EO?NIAAss ?AAIOA
Nooaeaioee AO a?. 8942 Oai?aaaie A.A.
I?aaeiao: Aaaaeaiea a Public Relations e ?aeeaia
Oaia: Ioaeiu ee ?innee niaoeeaeenou ii Public relations?
Aaoi?: A.A.
Oai?aaaa
I?aiiaeaaaoaeue:
A.A. ?ai/ei
1999 a.
A nayce n e?ecenii a no?aia neeaaeuaaaony ethaiiuoiay neooaoeey: ethaee
iiaaeueii noaee ioeacuaaoueny io ?ineioe, io e?aneauo eceeoanoa.
Aecian-eaaee, iioa?ya ?aaioo, oaieeee iyiae e aeii?aaioieoe e oaia?ue
naie iitho iie e caae?atho aeaoae ec aeaoneiai naaea, i?aaei?eieiaoaee
oaia?ue aaeyo a ?anoi?aia oieueei ii i?acaeieeai, a nayce n /ai
?anoi?aiu ecaaaeeenue io oaioeiaueoe. Iiae nie?auaiea aea i?aaeaea anaai
iiiaee niaoeeaeenou ii ?aeeaia e PR (aoi?uie auee iaiaaeaea?u ii
ia?niiaeo), ec /aai neaaeoao auaiae, /oi iaaeaeueiiaeaeiua ii naiae
i?e?iaea ioa/anoaaiiua i?aaei?eieiaoaee n/eoatho, ii aieueoiio n/aoo,
yoe iiceoeee i?inoi aeaiueth iiaea. “Iiaeoiaaoue, – neaaeoo iie, – nayce
n iauanoaaiiinoueth. ?acaiaa?eaaoue e ieei oeuaaoueny iu ana iiaeai, a
ou iii?iaoe aeaiueae aeinoaiue!”. N yoei nii?eoue ieeoi ia noaia,
aeaiueae ioaeiu. E ii?ith oeo?ia ia/aeuenoai oaeaaao aeaoo caeoeaa,
iacuaay oiai, eoi oiaao aeinoaaaoue aeaiueae, iaiaaeaea?ii ii PR – e
aeaiueae anoue, e i?anoeaeiay ooaoiay aaeeieoea. Ii aii?in a ae?oaii:
aeinoeaiao ee oe?ia oniaoa ia ?uiea, anee aiiaua ia aoaeao caieiaoueny
PR, oi anoue yaeyaony ee naia nouiinoue Public Relations ooieoeeae?
Aaaeue aeiaieueii aeieaia a?aiy Aa?iia e Aia?eea noiaeeea n oia ii
o?aiieiaee, a iioii ieacaeinue, /oi yoi eaeaiaoea io ia/aea aei eiioea.
Iaoiaeeony ee ioa/anoaaiiue i?ioeaaoathuee aecian aac PR, e anee aea, oi
eae o iaai yoi iieo/aaony?
*oiau ioaaoeoue ia yoe aii?inu, ioaeii ?acia?aoueny, /oi eiaaony a aeaeo
iiae neiaini/aoaieai Public Relations. Eae ecaanoii, nouanoaoao aieaa
400 ii?aaeaeaiee PR, ii yoi ia aiai?eo i oii, /oi ieeoi ia iiaeao
iiiyoue, /oi yoi oaeia. Anee aniiiieoue “Iiiaaeaeueiee ia/eiaaony a
noaaioo” No?oaaoeeeo, ii?aaeaeaiee n/anouey nouanoaoao aua aieueoa, ii
yoi aaaeue ia icia/aao, /oi n/anouey iao, i?inoi eaaeaeue iiieiaao aai
noauaeoeaii – eaeia n/anouea o oaay auei eee i eaeii ou ia/oaaoue, oaeia
ou iiaeaa?aoue aio ii?aaeaeaiea. Oi/ii oae aea e n PR – aeaaea aieueoea
niaoeeaeenou a yoie iaeanoe /anoi aiai?yo, /oi PR – yoi oi, /oi ou nai
naaa i?eaeoiaaoue, a iioii aoaeaoue aeaeaoue.
Caeanue aicieeaao ia?aia i?ioeai?a/ea, naycaiiia n ninoiyoaeueiinoueth
iiiyoey PR-niaoeeaeenoa: eae ioeaieoue yooaeoeaiinoue aai ?aaiou? Anee
iaea?ue ia/ao oeaa, eeai ia ia/ao, a aooaaeoa? eeai ?ann/eouaaao, eeai
ia ?ann/eouaaao aaeain, oi aeaeaao eee ia aeaeaao /oi-eeai niaoeeaeeno
ii PR, n ia?aiai acaeyaea niaa?oaiii ia iiiyoii. Aniiieiay oi aea
i?iecaaaeaiea No?oaaoeeeo, i?ioo ia?aoeoue aieiaiea ia ia?niiaaeae n
aieinaouie ooaie, eioi?ua oeaeuie aeiyie aieoaeenue ii IEE, ieee eioa,
?acaiaa?eaaee ie i /ai, e i?e yoii i?iaeieaeaee /eneeoueny ia ?aaioa e,
aiciiaeii, iieo/aoue ca?ieaoo. Aeey iaeioi?uo ethaeae ?aaioa –
anoanoaaiiia ninoiyiea, a aeey ae?oaeo anoanoaaiiia ninoiyiea –
aacaeaeueie/aoue. Oae iiaeao auoue, iaeiiaoe iie ia?aooo naia n/nouea –
iiaeao auoue, eo anao noieo ioi?aaeoue ?aaioaoue a noa?a PR?
Iiaiea i oii, /oi niaoeeaeeno ii PR ie/aai ia aeaeaao, eiaao i?aai ia
nouanoaiaaiea. Aeaenoaeoaeueii, anee /aeiaae eiaao i?aai a oa/aiea
?aai/aai aeiy naiaiaeii ia?aiauaoueny ii ioeno, a oaeaea ioauaaoue ia
?aaeueiua eee auiuoeaiiua ia?ii?eyoey, ano?a/e e o.i., oi ii/aio au ia
i?aaeiieiaeeoue, /oi ii i?inoi aianoi ?aaiou ieei i?iaiaeeo a?aiy? Ii
aii?in auoaeaao ec aii?ina: /oi aea yoi ca i?aaiecaoeey, aaea iaeuecy
aeaaea i?ieiio?iee?iaaoue ?aaioo nio?oaeieea? *oi yoi ca
aeaeii?iecaiaenoai, aioo?aiiee ?anii?yaeie e iaiaaeaea? ii ia?niiaeo,
anee eaaeaeue a i?aaiecaoeee aeaeaao oi, /oi oi/ao (yoi e aii?ino i oii,
eiai oaieeee n?aco aneaae ca iaiaaeaea?ii ii PR e ?aeeaia. Eiia/ii, ai
a?aiaia nouanoaiaaiey Niaaoneiai Nithca ai aeaaa no?aiu noiye naiue
aeaaiue iaiaaeaea? ii ia?niiaeo, ii aea niaoeeaeeno ii PR, iioeae?oy e
eiio?iee?oy ianaeaiea. Oaia?ue yoa oeaio?aeeciaaiiay nenoaia ?aniaeanue,
oae /oi iaaeayoueny noieo oieueei ia naay). Anee a i?aaiecaoeee
iaiaaeaea? ii PR ie/aai ia aeaeaao, e yoi aio noiaeeo n ?oe, cia/eo,
oaeie i?aaiecaoeee n?i/ii ioaeai iaiaaeaea? ii PR (a eo/oa e ii
ia?niiaeo, a a eaeaaea – ?ano?oeoo?ecaoeey e ?aneiiee anaai yoiai
eaae?iaiai, i?aaiecaoeeiiiiai, a aeaaiia – eaeaieiae/aneiai aacia?acey).
I?e/ai, anee neooaoeey e?eoe/aneay e “caei?iauo” nio?oaeieeia a
i?aaiecaoeee ii/oe ia inoaeinue, niaoeeaeenoa ioaeii i?eaeaeaoue ni
noi?iiu. Eae i?aaeei, “eeoeii e eeoeo eeoea ia oaeaeaoue”, a aieueoia, a
oii /enea e aieueoia aacia?acea, aeaeeony ia ?annoiyiee.
*ai e?oiiaa i?aaiecaoeey, /ai aieueoa aa ooao, oai iaaeeaiiaa iia
?acaiiyaony, ii e oai o?oaeiaa aa inoaiiaeoue, eiaaea iia ana aea
?acaiieony. Yoi ioiineony e ei aioo?aiiei i?ioeannai. Anee, iai?eia?,
aeaia aanaeuo aia?eeaioeaa ?enotho ioeueooeeueiu, a aeaia iaeiiai ec ieo
aioiaeo ei aaeo, oi auiaaeaiea ec i?ioeanna iaeiiai ec o?ieo n?aco
noaiao caiaoiui, e ?aaioa anoaiao – ia niiaeao aeaia aeaeaoue aeae, /oi
aioiaeo, a naia a yoi a?aiy ?acaiaa?eaaoue ii oaeaoiio eee e?aneoue
iiaoe, eee aioiaeoue, ii aeey i?iaeaaee ia oeeoea ii ii/ai. Aeaia
ioae/ei auno?i caoioyo anoue e auaaaeoo aa ia /enooth aiaeo. Anee aea
iia ieaaeaony oeo?aa e , aioiay ia i?iaeaaeo, ana aea aoaeao
i?iaeieaeaoue ei?ieoue eo, ii eneeth/eoaeueii iieooaa?eeaoaie, iie,
iiaeao auoue, caiaoyo yoi ia a ia?aue aeaiue, ii oiaea aeiaieueii
auno?i. Aeaei a oii, /oi a iienaiiii neo/aa ana i?ioeannu a
“i?aaiecaoeee” i?ienoiaeyo ia aeaeo, eaaeaeue ec o/anoieeia eiaao
eiie?aoiia aeaei, eioi?ia ii aeieaeai ea/anoaaiii aeaeaoue, eia/a ?aaioa
anoaiao.
A aieueoie i?aaiecaoeee neiaeiaa no?oeoo?a, iiiai nio?oaeieeia, e
ii/aio-oi ii/oe anaaaea iieo/aaony oae, /oi iiiaea ?aaioatho aiieneeu
eee ia ?aaioatho aiiaua, aeaia, o?ia, aeanyoue /aeiaae aeaeatho iaeio e
oo aea ?aaioo, iioiio, /oi iao eii?aeeiaoeee iaaeaeo iiae?acaeaeaieyie,
a ?acoeueoaoa /aai ?aaioa ia naeaeaia aiiaua ae?oa ia ae?oaa, iinea /aai
ia ieo ia anao e ia ?aaioo ?aoaaony iaoiooue ?oeie, eee aea ia/eiaaony
a?yciay neeiea ii iiaiaeo oiai, eoi ca /oi ioaa/aao, ii/aio ia
i?ineaaeeee e i?i/aa. Auaiae iaeei: aeaaea oi?ioee niaoeeaeeno ii PR
(eae e ethaie nio?oaeiee) iiaeao enii?oeoueny, i?aa?aoeoueny a
aacaeaeueieea eee caieiaoueny ai a?aiy ?aaiou eco/aieai o?aioeocneiai
ycuea, anee ii /aoei ia ciaao naieo iaycaiiinoae e caaea/. O?oaeii
iaaeayoueny ia oi, /oi /aeiaae ii nianoaaiiie eieoeeaoeaa caa?oceo naay
?aaioie, nai aea aoaeao aa naiicaaaaiii auiieiyoue, iinea /aai naiiio
naaa ienaoue io/aou e naay aea iiiu?youe i?eaaaeie e ca?ieaoa.
Niaoeeaeeno ii PR aeieaeai i?aaenoaaeoue ieai naieo aeaenoaee naiaio
iaiin?aaenoaaiiiio ia/aeuenoao, a aiineaaenoaee – io/ao i i?iaeaeaiiie
?aaioa, aaea aeieaeii auoue oeacaii, aeinoeaioou ee iinoaaeaiiua oeaee,
a eaeea n?iee e eaeeie iaoiaeaie, a anee ia aeinoeaioou, oi ii eaeie
i?e/eia, e /oi aeieaeii auoue naeaeaii, /oiau a neaaeothuee ?ac
iinoaaeaiiuo oeaeae aeinoe/ue.
Oeiiaay PR-aeoeey aeeth/aao a naay neaaeothuea yoaiu:
Enneaaeiaaiea
Ieaie?iaaiea
?aaeecaoeey
Ioeaiea yooaeoeaiinoe
Anee e yoie ?aaioa iiaeieoe iai?ioanneiiaeueii, oi, nei?aa anaai, io
yoiai nienea inoaiaony iaeei ioieo – “?aaeecaoeey”. E eiaaea aeoeey ia
aoaeao eiaoue ieeaeiai yooaeoa, a oi e io?eoeaoaeueiue, oaeeaeyoueny
aoaeao ia/aio: oae aeaeaaony e eiaiii oaeei ?acoeueoaoii caaa?oaaony
ethaay ?aaioa, aeaeathuayny “aeey aaei/ee” – iao enneaaeiaaiey, iao
ieaia, iao niiinoaaeaiey ?acoeueoaoia n iinoaaeaiiuie oeaeyie, iioiio
/oi iinoaaeaiiuo oeaeae oiaea iao. Aaaeii iiiyoue, /oi “i?iaanoe
ia?ii?eyoea/i?eaeaneoue ethaeae/ia?aaeaoue eioi?iaoeeth a NIE” – yoi ia
oeaeue. Aeieaeii auoue iaicia/aii ia i?inoi /oi iaaei naeaeaoue, a eae,
e, aeaaiia, aeey /aai. Oieueei a yoii neo/aa iiaeii aoaeao ioeaieoue
yooaeoeaiinoue aeaenoaee, iinea /aai aeaeaoue auaiaeu, i?aaeuyaeyoue
i?aoaicee e noaeeoue i oii, aeaeaao /oi-ieaoaeue niaoeeaeeno ii PR eee
iao. Aeey ethaeae aaaioth?iuo anoue niaoeeaeueiia i?aaeeiaeaiea:
iii?iaiaaoue i?iaanoe aeoeeth nieaie?iaaiioth, n o/aoii anao
niioaaonoaothueo oaeoi?ia, n /aoei iinoaaeaiiie oeaeueth e iineaaeothuei
niiinoaaeaieai n iae ?acoeueoaoia – e aeoeeth “iaiaoi nayouo”. N?aaieoa
?acoeueoaou e caaeoiaeoanue i oii, eae iiiai a aeecie i?ioiaeeo ieii
ian.
Neaaeothuee aii?in, ia?aeeaaynue na?eaciii e i/aaeaeiinoueth, oaea
auieuaaao ia iiaa?oiinoue: a /oi, anee eniieiythuee iaycaiiinoe
niaoeeaeenoa ii PR i?inoi ia oiaao ?aaioaoue, ia yaeyaony eiiiaoaioiui a
naiae iaeanoe. Aaaeue ieaaea oae iuoii ia ?anoeaaoatho i?iaeaiu n PR
(i?e/ai ia oieueei aiaoieie, ii e aioo?aiieie), eae a oao i?aaiecaoeeyo,
aaea ethaee neaeyo ia ia naiai ianoa, caieiathony ia naiei aeaeii e aaea
iaiiiyoii, eoi ca /oi ioaa/aao. Eacaeinue au, ca yoi aeieaeai ioaa/aoue
oio, eoi ioaa/aao ca no?oeoo?o i?aaiecaoeee, a oaeaea iaiaaeaea? ii
ia?niiaeo, ii, ai-ia?auo, e yoe iiceoeee /anoi caieiatho
iai?ioanneiiaeueiua nio?oaeieee (a eo i?ioanneiiaeeci iaeiio ioeaieoue),
a ai-aoi?uo, nouanoaoao, anoanoaaiii, oaeia yaeaiea, eae i?eai ia ?aaioo
?iaenoaaiieeia, ae?ocae, ethaeiuo e i?i/. E?iia oiai, /oi yoi /?aaaoi
iaaeee/iinoiuie i?iaeaiaie a neo/aa ?aai/aai eiioeeeoa, oaeea aeaenoaey
iiaoo e i?inoi iaianoe a?aae eieaeaeo e ea/anoao ?aaiou i?aaiecaoeee. A
nayce n /ai, eo/oa ia ?eneiaaoue nianoaaiiie oe?iie e a e?aeiai neo/aa
(anee yoi i?iecioei) ii?o/aoue ei oi, a /ai iie oioy a iaiiiai
?acae?athony! Anee aea iie ia ?acae?athony ie a /ai, iiaeii iacaaoue eo
oae eae iai/ei oi/aony, iai?eia?, iaiaaeaea?ii ii PR, ii ooo aea
iinaaeeoue ianoiyuaai iaiaaeaea?a ii PR. Iai?ioanneiiae, a iniaaiii a
noa?a PR, iiaeao naieie iai?ioanneiiaeueiuie aeaenoaeyie aucaaoue
io?eoeaoaeueiue yooaeo, eioi?ue i/aiue neiaeii aoaeao ioei??aeoe?iaaoue.
Iiyoiio, anee oi/aony eiaoue oaeiai iiaeiiai niaoeeaeenoa, ii ii ia
naiii aeaea ia niaoeeaeeno, oi ionoue ii eo/oa aaaaao ca neaa?aoaie eee
iiaeiaoao ioen – a?aaea aoaeao iaiueoa.
Anee n?aaee i?enoonoaothueo aua inoaeenue oa, eoi ii-i?aaeiaio n/eoaao,
/oi niaoeeaeeno ii PR ie/aai ia aeaeaao, ie aeey /aai ia ioaeai e,
neaaeiaaoaeueii, ieeae ia i?aaiecaoeeth ia aeeyao, oi ii iaeciaiii
caaeano aii?in: eaeie aua io?eoeaoaeueiue yooaeo iiaeao aucaaoue yoio
oae iacuaaaiue niaoeeaeeno, anee ii ie/ai ia caieiaaony: aeaiueae ia
euao, oiaa? ia i?iaeaao. *oiau ?acoaaaeeoue aeaiiuo PR-iaiaaenoieeia,
iiaeii acyoue ia?a/aiue n?aaenoa PR e ia i?eia?a eaaeaeiai ec ieo
aeieacaoue, /oi niaoeeaeeno ii PR/?aeeaia iiaeao eae enii?oeoue, oae e
nianoe neooaoeeth (ia?a/aiue n?aaenoa PR/?aeeaiu acyo ec eieae E.E.
Aeeaioueaaa “I?eiaiu ?aeeaiu e Public relations”, NIa 1995, no?. 81):
Aaa?aaeaoo?a. Ooaoiui oeeieiaii iiaeao iioaanoaoueny ?aaeeay
i?aaiecaoeee, aeaeaei ia aacaea anoue e eiie?aeoa? (aeey i?eia?a neaaeo,
/oi a i?aaenoaaeoaeuenoaa oe?iu “AeaEiiae” a Iaoa?ao?aa ?aeeaiie e PR
caieiaaony iaeei e oio aea /aeiaae, eioi?ue aeaeaao aeecaei yoie
?aeeaiu, ieoao e iae oaeno e ?aciauaao aa a NIE). Oaeei ia?acii,
iaeiiiaoaioiinoue PR-niaoeeaeenoa iiaeao auoue i?e/eiie auoiaea a naao
aaa?aaeaoo? oaeiai ?iaea: Iiiia E Ca?ooeeee. Aeaiie?aoe/aneee Aaeeiue
Oeaio? (oaieeee eciaiaiu, ii aaa?aaeaoo?a a i?eaeiaea iieo/eeanue oaeay
aea). A yoo eieeaeoeeth iiaeii aianoe neiaaiu oeia “Iu iaoai anth
no?aio”. Oi?ioee aea niaoeeaeeno niiaeao ia oieueei oaea/ii ia?aaanoe
aaa?aaeaoo?o (iai?eia?, iacaaiea oe?iu) n eiino?aiiiai ycuea i?e auoiaea
oe?iu ia ?inneeneee ?uiie eee i?eaeoiaoue aanaeue eee i?eaeiaeueiue
neiaai, ii ii?aaeaeeoue, ia auciaoo ee iie iaaaeaeaaoiuo ?aaeoeee o
ianaeaiey.
Aaiiaiaio. Aaiiaiaio, aoiaeiie aeeao, eeoaiay ea?oi/ea – ninoaaeythuea
ei?ii?aoeaiie eoeueoo?u i?aaiecaoeee. Iie aeieaeiu ioee/aoueny io oao,
eioi?ua auioneaao ae?oaay i?aaiecaoeey. Aeecaei e ana iieacaoaee aieioue
aei oie aoiaae, ia eioi?ie iaia/aoai aaiiaiaio e eniieueciaaiiuo o?eooia
aeieaeiu niioaaonoaiaaoue noa?aioeiai eeeaioa/iieoiaoaey/iieueciaaoaey.
Aaaeue Public Relations – yoi ninoaaeythuay ia?eaoeiaa, e, anee
ia?eaoeia, a?oai aiai?y, anoue eco/aiea iio?aaiinoae iio?aaeoaey n
iineaaeothuei oaeiaeaoai?aieai, oi PR – yoi eco/aiea noa?aioeiia,
ineoieiae/aneeo iiaeoeae ?aciuo a?oii iauanoaaiiinoe eee ioaeaeueiuo aa
i?aaenoaaeoaeae e aicaeaenoaea ia ieo. Aiciiaeii, eiio-oi yoi iieaaeaony
iai?aaeeueiui, ii neieueei au oeiea “Public Relations” – ?inneeneee
iooue” ia caieiaeanue naiiainoaaeaieai, eo ?aeeaiiua iaoa?eaeu,
naeaeaiiua ia ieioie aoiaaa e ieioii ena?iena, ia oieueei ia eaeoo ei ia
iieueco, ii e ii?oyo ?aiooaoeeth.
Aaoia?ao (ni. “Aaa?aaeaoo?a)
Aeoa?u. Aeey PR-aeoeee iiaoo auoue i?eaea/aiu aeoa?u, ii niaoeeaeeno ii
PR, yaeythueeny, eae i?aaeei, i?aaiecaoi?ii aeoeee (iao ie/aai ooaea
aeoeee, iouaiiie ia naiioae), aeieaeai i/aiue aieiaoaeueii ioianoenue e
iiaeai?o yoeo aeoa?ia, iaycaoaeueii eiaoue eioi?iaoeeth ia eo ieaiao ia
aeaiue, eiaaea aoaeao i?iaiaeeony aeoeey, a oaeaea ia iineaaeothuee e
i?aaeuaeouee, i?aaeoniio?aoue ana aiciiaeiua iaoaea/e, eiioeeeou e
i?iaeaiu e iinoa?aoueny eo i?aaeioa?aoeoue. Iai?eia?, aeoa? iiaeao
niaeaneoueny oaioeaaaoue o aan ia i?acaioaoeee, ia/eiay n oo?a e aio
aoaeao eacaoueny, /oi ii niiaeao, ii anee a i?aaeuaeouoth ii/ue aeieaeai
aoaeao aanoe ii/iia oio a eaceii, eo/oa i?eaeaneoue ae?oaiai. I?eia?: ia
iaeiii i?acaeieea aeaeiauo ethaeae aunooiaea oaao?aeueiay iieiaeaaeiay
o?oiia, a /anoiinoe eniieiyy noeeeciaaiiue oaiaoe iaeaiueeeo eaaaaeae.
Iinea aunooieaiey iaeei ec ainoae – iiaeaeuea? – iiaeioae e
?oeiaiaeeoaeth o?oiiu e caaiai?ee i oii, /oi ioaeii yoeo iaeue/eeia
(oaiaoe eniieiyee iaeue/eee) iaeaoue a aai ieaouey, a oi iae?aneai,
i?e/ai i?aaeeiaeee aaaeiiio ?oeiaiaeeoaeth, ec ethaae e eneonnoao,
nouanoaothuaio ia ianeieueei I?IO, eoieoue yoe ieaouey. Neaiaeae, e?eee,
e ieeaeiai iaiaaeaea?a ii PR aeaaea ?yaeii ia noiyei. A aeieaeai aue –
i?e/ai ia noiyoue, i?ineaaeeoue, /oiau ia auei oaeeo ia?ana/aiee.
(A nienea aieaa 400 iaeiaiiaaiee, iiyoiio – e o.ae.).
Niaoeeaeeno ii PR – aa?aio eieaeaea i?aaiecaoeee. Ii neaaeeo ca oai,
/oiau ie /a?ac eaeoth uaeue, ie /a?ac eaeoth oi?oi/eo ia i?ini/eeanue
io?eoeaoaeueiay eioi?iaoeey. Neiaai, oe?iaiiue oeaao, ioeoeeaeueiua
ienueia, aiaoiee aeae nio?oaeieeia e oi, /oi iie ?anneacuaatho ciaeiiui
i eiiiaiee – ana yoi aeieaeii ?aaioaoue ia eiiiaieth, a ia eae iiiaei.
Eae ecaanoii, nouanoaoao /aou?a o?iaiy aicaeaenoaey
niiauaiey/aeoeee/niauoey e o.i.:
Aini?eyoea eioi?iaoeee.
Aini?eyoea eio.+ iiyaeaiea yiioeee.
Aini?eyoea eio.+ aeaeaiea aeaenoaiaaoue.
Aeaenoaea aia caaeneiinoe io nianoaaiiiai aeaeaiey.
(Iineaaeiee o?iaaiue eniieueciaaoue iayoe/ii, yoei caieiathony
i?iaeaaoeu ia?eioeeia, Aaeia a?aonoai e naeo Aoi Nai?eea).
Niaoeeaeeno ii PR ioaa/aao ca oi, /oiau ?aaioaee ana o?e o?iaiy, /oiau
iioaioeeaeueiue eeeaio, eee aeo?iaeeno, eee yenia?o aini?eiye
eioi?iaoeeth eiiiaiee, e ioianny e iae ia aac?acee/ii, a yiioeeiiaeueii,
caeioa?aniaaiii, /oiau ii ii/oanoaiaae, /oi yoi eanaaony eiaiii aai, aai
eioa?ania, aai aeecie. *oiau ii caoioae /oi-oi aeaeaoue (eoieoue,
iiniio?aoue, ?anneacaoue ciaeiiui, iinii?eoue iaeiiaoe), /oiau caiaoee.
Anee niaoeeaeeno ii PR ia i?ienoiaeeo iaiin?aaenoaaiii ec oie n?aaeu, ia
eioi?oth iai?aaeaii niiauaiea (aeoeey), oi aio iaiaoiaeeii enneaaeiaaoue
oeaeaaoth aoaeeoi?eth/ee/iinoue, /oiau aicaeaenoaea ia iaa eiaei
iieiaeeoaeueiue yooaeo, a ia io?eoeaoaeueiue eee ia i?ioei ieii, e
niioaaonoaaiii nieaie?iaaoue aeaenoaey. Aicieeaao aii?in: a ii/aio au
?ac e iaanaaaea ia enneaaeiaaoue ana oeaeaaua aoaeeoi?ee, ia caienaoue
ana naaaeaiey i ieo aaea-ieaoaeue ia aeaeiii ianoa, eae auaeyaeaoue e
/oi aiai?eoue caienaoue a onoaa eee ai aioo?aiiee ?anii?yaeie, a
aeaeueoa ioneay eiie?aeoa? eee nae?aoa?ue n oeeieiae/aneei ia?aciaaieai
ieoao oaenou, neiaaiu, aeaaecu e ana inoaeueiia, iaiaaeaea? ii
i?iaeaaeai eniieuecoao naia iaayiea e ciaiea ineoieiaee ii i?yiiio
iacia/aieth – aeey oaaee/aiey i?eauee, a ia?niiaeii ionoue caieiaaony
iaiaaeaea? ii ia?niiaeo (eioi?iai oaieeee aua ia ia?aie no?aieoea aianoa
n iaiaaeaea?ii ii PR).
I?iua aiai?y, ca/ai ioaeai eaeie-oi i?ioanneiiaeueiue iauaeueuee
(eiiioieeaoi?), eiaaea iu e oae ana oiaai ieei iauaoueny, a ana
inoaeueiua aai iaycaiiinoe ia naiii aeaea ia aai, a anyeeo ae?oaeo
nio?oaeieeia ii eoni/eo. N yoei iiaeii niaeaneoueny, ii aio ia anyeee
neo/ae eiio?aii?in: a ca/ai a i?eoiaea nayuaiiee? Iu aaaeue e oae ana
oiaai ae?oa ae?oaa ooaoaoue, ana iauyniyoue, aea e iioi?iieoue, e
aeaieoue eiai oi/aoue naie iiaeai. Eiia/ii, iiaeai, ii iu ana ethaee,
yaienoe/iua nouanoaa, e aaniieieiny i?aaeaea anaai i naaa, aeaeei ana
/a?ac aeiieiaioo, ii-naiaio, a aaaeue eoi-oi aeieaeai niio?aoue e a
oeaeii, nenoaiii. A?io oeaia niaoeeaeenoo ii iaaeaeoia?iaeiie yeiiiieea,
eioi?ue oieueei e aeaeeo ia ea?oa, /oi naith no?aio e naith aaethoo.
Caeanue ioaeai nenoaiiue acaeyae, oieueei oiaaea iiaeii aoaeao iiiyoue,
/oi aeanoaaeeecaoeey yeiiiie/aneie neooaoeee a ssiiiee, eiioeeeo E?aea e
III, ioe?uoea ianoi?iaeaeaiey aeiacia a Eaieia?aaeneie iaeanoe e
aaaaeaiea Aa?i acaeiinaycaiu iaaeaeo niaie. E oieueei oiaaea iiaeii
aoaeao iuoaoueny yoe i?ioeannu nei??aeoe?iaaoue, neii?aeeie?iaaoue e
eniieueciaaoue a naieo eee ei?ii?aoeaiuo oeaeyo. Oi/ii oae aea, aeaey
aioo?aiithth nenoaio i?aaiecaoeee (iee?inenoaio) e i?aaiecaoeeth a
nenoaia iauanoaa (iauanoai = a?oiiu iauanoaaiiinoe = = eeeaiou,
eiieo?aiou, NIE, aeanoiua no?oeoo?u, ianoiia niiauanoai e o.ae.),
niaoeeaeeno ii PR iiaeao eiio?iee?iaaoue iaa yoe nenoaiu e
eii?aeeie?iaaoue aeaenoaey eo iiae?acaeaeaiee.
Niaoeeaeeno ii PR – ianoi? naiae i?aaiecaoeee.
I?eia?iue ia?a/aiue iniiaiuo iaycaiiinoae iaiaaeaea?a/ioaeaea PR:
?aaioa n eeeaioaie:
Iiceoeeiie?iaaiea i?aaiecaoeee e/eee aa o/o
Enneaaeiaaiea iieiaeeoaeueiuo e io?eoeaoaeueiuo onoaiiaie eeeaioia,
eniieueciaaiea + ei??aeoeey.
Iona/aiea iaioaeiuo eeeaioia.
Oaeouay ?aaioa e niaoeia?ii?eyoey, i?iaiaeeiua aeey i?eaea/aiey
iiauo eeeaioia e eciaiaieyi, eanathueiny aaoae oe?iu, iniaaiii
iaaaoeaiuo. Crisis Management.
Ia?aoiay naycue, ?acai? i?aoaicee.
?aaioa n ia?oia?aie/niiauieeaie:
?acuyniaiea no?aoaae/aneeo oeaeae e iieeoeee oe?iu, “ia?auaiea a naith
aa?o”.
Ei??aeoeey i?aaeoaaaeaeaiee.
O?aineyoeey eieaeaea e eioi?iaoeee /a?ac ia?oia?ia.
?aaioa n eiieo?aioaie:
Nicaeaiea e iaiiaeaiea aacu aeaiiuo ii eiieo?aioai, eo oaea/ai e
iaoaea/ai.
Canueea “eaca/eia” e neooia.
Ia?aiaieaaiea eeeaioia.
4. ?aaioa ni NIE:
Iinoiyiiia iiaeaea?aeeaaiea ioiioaiee n oeaeaauie NIE, iaania/aiea
oaeoueie iaoa?eaeaie.
?aaioa ni NIE ii niaoeia?ii?eyoeyi (i?ann-eiioa?aioeee, i?acaioaoeee)
Eioa?aueth.
Iiieoi?eia NIE
Ninoaaeaiea iaaeea-ea?o
Ioneaaeeaaiea a?aoeea auoiaea a naao ?aeeaiu.
Eiio??aeeaia ia iiyaeaiea eiii?iiaoe?othueo iaoa?eaeia a i?anna.
Iia?aoeaiue eiioaeo ni NIE a e?eceniie neooaoeee (Crisis Management).
5. ?aaioa n ?oeiaiaenoaii oe?iu:
Ii?aaeaeaiea “iennee oe?iu” (iieeoeee, oi?iaeueiie no?aoaae/aneie
oeaee).
Nicaeaiea, iiaeaea?aeaiea, ?acaeoea, ei??aeoeey ei?ii?aoeaiie eoeueoo?u,
oe?iaiiiai noeey.
Iiaeaioiaea aunooieaiee ia ia?aaiai?ao, i?acaioaoeeyo,
niaoeia?ii?eyoeyo, eioa?aueth ni NIE.
Eo?e?iaaiea eiioaeoia ?oeiaiaenoaa n ?acee/iuie a?oiiaie iauanoaaiiinoe.
I?aaiecaoeey niaoeia?ii?eyoee (i?ann-eiioa?aioeee, i?acaioaoeee,
i?acaeieeia, aunoaaie, ano?a/ e o.i.)
I?iaiice?iaaiea e?ecenia e ieaie?iaaiea Crisis Management.
Ioeaiea eiiiiiaioia eieaeaea.
?ac?aaioea iieeoeee ioiioaiee oe?iu n eiieo?aioaie e iiiiceoeeae
(a?aaeaeaaii iano?iaiiuie a?oiiaie iauanoaaiiinoe/ee/iinoyie).
6. ?aaioa n aioo?aiiae iauanoaaiiinoueth (ia?niiaeii):
O/anoea a iiaeai?a ia?niiaea (eaaeaeay aaeeieoea ia?niiaea – eeoei
oe?iu!).
Aaaaeaiea iiauo nio?oaeieeia a eieeaeoea (ia?aaioea eiiioieeaoeaiui
eeeiaoii), iioeaaoeey, o?aieiae.
?ac?aaioea e auiieiaiea “oe?iaiiuo noaiaea?oia”.
Iaania/aiea iaaiciiaeiinoe aaneiio?ieueiiai iauaiey nio?oaeieeia oe?iu
ni NIE ii aii?inai aeayoaeueiinoe oe?iu. Nio?oaeieee oe?iu aeieaeiu
eiioaeoe?iaaoue ni NIE oieueei a i?enoonoaee niaoeeaeenoa ii PR.
I?iaaaeaiea aioo?eoe?iaiiuo aeoeee (Aeie ?iaeaeaiey, Aeaiue nae?aoa?ae,
eiieo?n “ia eo/ooth ?aeeaio”, auai?u “iaiaaeaea?a aiaea” e o.i.)
Ineoieiae/aneay iiaeaioiaea nio?oaeieeia aeey aini?eyoey eciaiaiee a
i?aaiecaoeee, iniaaiii iaaaoeaiuo eee iai?eau/iuo (eciaiaiea aioo?aiiaai
?anii?yaeea, iiaea?iecaoeey iai?oaeiaaiey, ia?aoiae ia ae?oaea o/o eee a
ae?oaie naaiaio ?uiea).
?acuynieoaeueiay ?aaioa i?e iiauo iacia/aieyo/oaieueiaieyo.
Ieaie?iaaiea o/anoey oe?iu a niaoeeaeece?iaaiiuo
aunoaaeao/eiieo?nao/eiioa?aioeeyo.
Nai?, o?aiaiea, iaiiaeaiea e nenoaiaoecaoeey eioi?iaoeee i oe?ia
(a?oea/enoi?ey oe?iu).
Aiaae?aiea/i?aaeioa?auaiea neooia.
Iiaeaea?aeaiea iieiaeeoaeueiuo/ei??aeoeey io?eoeaoaeueiuo noa?aioeiia.
Niaeaniaaiey ethaie aeieoiaioaoeee, i?eaioe?iaaiiie ia ianniaiai
iio?aaeoaey.
?aaioa n eiaanoi?aie:
Ninoaaeaiea eaeaiaea?y oeiainiauo eiiioieeaoeee.
Eco/aiea aini?eyoey eiiiaiee.
Einoeoooeeiiaeueiua ano?a/e.
Eiiioieeaoeee n aeoeeiia?aie.
Eiinaeoeiaiaay aeayoaeueiinoue.
Iiieoi?eia ?uiea oeaiiuo aoiaa.
Ninoaaeaiea aiaeiaiai io/aoa.
Ioiioaiey n oeiainiauie NIE.
____________________________________________________________________
“Ia i/aiue-oi iioiaea ia nayuaiieea! – neuoeony aiciouaiiue aiein ec
naaeueiiai ia?oa?a, – eaeay-oi oaeiay iieeoeey!”. Aea, eae yoi ie aeeei
cao/eo, aeayoaee oea?eae anaaaea n/eoaeenue naiuie eneooaiiuie
niaoeeaeenoaie ii PR, aeioiaey aei /aoaa?oiai o?iaiy aicaeaenoaey. “Oae
yoi y ec-ca Eiinoaioeee iiiae nthaea e oae no?aaeae! Aaeaioa?aeuee e
Ea?aeeiae – yoi neea!..” ?eoaeuea: “Io aio. Oaia?ue ii aoaeao neaaeeoue
ca nianoaaiiie aeaiie aeia?iaieueii”. I/aiue a?aiioii eniieueciaaeenue
noa?aioeiu, no?aoe, neaainoe, i?aaeii/oaiey, nioeeaeueiua onoaiiaee.
Ia?aiaieaaiea eeeaioia – iiaeii aniiiieoue e?anoiaua iioiaeu, iiuiaeoea
i?iiaaaiaeenoneea aeoeee.
Niaoeia?ii?eyoey n ?aciaoii, aeinoieiui eo/oaai i?eiaiaiey (eae
ia?aaioaee iineaiieeia eiycy Aeaaeeie?a a Aecaioee”), oieiiaae,
i?iaieaoeee, eeaaaoa (aioe?aeeaia, anee oaiaeii), nieaeaiea eieaeaea.
Eaeeie PR-o?oaeaie nicaeaaaeenue eieaeaee iai, ia aiai?y oaea i oea?yo e
iieeiaiaeoeao! Aea?ii, /oi ee, Ai?en Aiaeoiia oae oii?ii ioeacuaaeny io
i?anoiea, i eioi?ii ia naiii aeaea ia/oae – aeiaeaeaeny, eiaaea aaeaa ee
ia aanue ia?iae n e?anoiui oiaeii yaeeny e iaio iiae ieia oiieyoue,
/oiau nae ia oea?noai – /ai ia PR-aeoeey?
Oae /oi, eae yoi ie ia/aeueii, ionoue oio ia?aui a?ineo eaiaiue a
i?aaeuyaeoaey naai, eoi ecuuao a ie?iaie enoi?ee oioue iaeio aeinoieii
nieaie?iaaiioth aeoeeth, i?e i?aaiecaoeee eioi?ie ia iino?aaeaei ie
iaeii aeeaioiia e ieeiai ia iaiaioee. Iaiaiuaaoue iaoi?ioi? A “ss nai
iaiaiuaaoueny ?aae”? A eoi iieoiaao ianoo “Blend-a-med”, o?aoy ia yoi
ianno aeaiaa, oioy aiai?yo, /oi yoio Einoeooo Y?eniaia iino?iai ia
aeaiueae eiiiaiee-i?iecaiaeeoaey? A eoi iieoiaao naaa, aea?oaoy
caao?aeaie, “DENIM Tornado”. Eioa?anii, a eiai-ieaoaeue iiaeie?aei
iiniio?aoue, /oi ia naiii aeaea aoaeao i?ienoiaeeoue n aeaeoaeeii e
eeoeii, anee, eiaaea aea?ei e oi/aony canoiooue a ?io, ia aeoy,
iie-“Nieea?na”, e n aieinaie, anee eo ecaaeyoue a ianea e aeeia, a iioii
iaiacaoue oaiioiai “Wash & Go” e i?iiieineaoue a oieiaeiie aiaea ec
eieiaeoea.
Auoaoeacaiiay oaia aucuaaao ii e?aeiae ia?a aeaa aii?ina:
A ii/aio yoi iu iicaieyai eaeei-oi oai ?aeeaiieeai e niaoeeaeenoai
iieueciaaoue iaoe noa?aioeiu, iaaycuaaoue oeaiiinoe e aiiaua noaaeoue
iiae niiiaiea iaoo eiaeeaeaeoaeueiinoue? A?!!!
A iiaeao auoue, yoi ceiiaia?aiii? Oaeie ieai ii?aaiuaiey /aeiaa/anoaa –
“…Iie iaeeioony ia ian, caa?inatho ei?iaeaie oieieaaea e iiaeiuie
aeo?iaeaie, eo aee?ii iaiacaiiua, y?ei-e?aniua ?ou iaeooao ian aecaii!
Iie caoiiyo ian iioieaie iioeinoe, ana iaoe /oanoaa i?eooiyony e
caaeioioo… Aea iie ecaea?yo aan, iio?aayo, eae eeneioie, au naie naay
ia ociaaoa! Aan ?acaeaayo, nio?oo a ii?ioie, eaaeaeue ia?aoeony a ioaea
– e oieueei, a nouanoai, eioi?ia ?aaioaao e i?eiineo aeiiie aeaiueae,
/oia iie iiaee ooo neaeaoue e iiaee?aoue naie ia?ceee oieieaae.” (?ae
A?aaeaa?e, “Aaoiiiiaoaeea”).
Ia ia?aue aii?in iiaeii ioaaoeoue oae: neieueei ia aiai?e “oaeaa” e ia
iieacuaae ii TV Aeaaea Noaoaaneiai – anee oae ii ia i?aaeony, oae e ia
iii?aaeony, iioiio eae, e?iia /anoiou aeaiiino?aoeee ?aeeaiiiai iiaeoey,
eiaao cia/aiea e ea/anoai. Ii, n ae?oaie noi?iiu, ia oi e publicity,
/oiau ana ianoaeaeaee – ia aaaeii aeaaea, oi?ioi iocuaathony eee ieioi.
Neieueei ?oaaee Ia?aaeaeaiiaa, Oa?eianeiai, Ni?ieeia, Eeiiiiaa, Aeoea?a
– e neieueei oaaeee, neieueeea iieeiiyeenue! Ii, iioiaea, ie iaeei ia
iiaeaeiaaeny, /oi ei iaieioee?otho, /oi iaeaouaatho ia iai
PR-oaoiieiaee, /oi auaeatho aeaeaaiia ca aeaenoaeoaeueiia. Iioiio /oi,
anee /aeiaae oi/ao neeueiiai aiaeaey//oiau ana auei ieioi/Oaeen//oiau
iieacaee oioy au ea?oeieo neaaeeie aeecie, oi ii yoi e iieo/eo. O/anoaoy
a ii?inao, aieaoe?iaaiee, oieon-a?oiiao, ianoaeaeaieyo e i?inoi aieoay n
ninaaeyie, ii/oe eaaeaeue ?ac ec ian, nai oiai ia caia/ay,
i?iaiaa?eaaaony i naieo aeaeaieyo, onoaiiaeao, ia/oao, iianaieyo.
Ia?eaoeia – aa?e iio?aaiinoue e oaeiaeaoai?ye. PR – aa?e noa?aioei e
eniieuecoe. Oae /oi, anee o iieiaeiai /aeiaaea noa?aioei: “Oaea? – yoi
oiiue /ae n aeeeiiuie a?yciuie canaeaiiuie aieinaie, eioi?ue ca anyeeie
aeoiinoyie ec aeiia ia auoiaeeo, ano /ae, ia caaa?eaay (yoi iacuaaaony
“ae?ooaeueiia ieoaiea”), e iauaaony oieueei n iiaeaiii e ae?ooaeueiuie
ae?ocueyie, iioiio /oi eieaeae – ie/oi, ia i?iaeaoue ou aio “Oyae yiae
oieaea?n”. Oioy, anee aeieacaoue, /oi ei (“Oieaea?nii”) iaeaieaa oaeiaii
/enoeoue iuoeo, oi, iiaeaeoe, iiaeii ?ann/eouaaoue ia iiaue naaiaio
?uiea.
*oi eanaaony aoi?iai aii?ina, oi oaeie ieai, n/eoaaony, nouanoaiaae a
aeaenoaeoaeueiinoe, oi anoue ia eeoaiu auee iaeii a?aiy aia?eeaioeu
niaeacia ii?aaioeoue ?inneth e Ainoi/ioth Aa?iio auoa oeacaiiui ie?iui
niiniaii, e eia-eoi aeaaea ooaa?aeaeaao, /oi yoio ieai oaea ii aieueoae
/anoe ?aaeeciaai (“Oae /oi y ec-ca Aia?eee nthaea iiiae e oae
no?aaeae!..”). Ii aiciiaeii, ana-oaee iaeuecy nianai ia naaeeaaoue ia
aia?eeaioeaa, iaaei e ia naay a ca?eaei iiniio?aoue. A anee eiio aua aei
neo ii? ia nouaeii e ii n/eoaao naay aaieai, ia ?ane?uaoeiny ec-ce
aia?eeaiecaoeee no?aiu, oi ioneae yoio /aeiaae aniiiieo A?iaeneiai, e
aio, iaaeathnue, n?aco ?anoi/aony ea/aoue i?aaa.
A ianooaaao aea iaiaa aeiaaeueiuo (iai?eia?, a ?aieao i?aaiecaoeee)
ia?aaeeei yaeyaony neooaoeey, eiaaea oi?iaeueiue eee oaeoe/aneee
niaoeeaeeno ii PR iuoaaony iiae/eieoue ana, a oii /enea e ?oeiaiaenoai,
iaieioee?iaaoue aeaenoaeyie ethaeae e i?ioeannaie, i?e/ai a eaeaaea
yoiai ieeoi ia caia/aao (PR-niaoeeaeeno ia iiaeao auoue aeoiui). E anee
/aeiaae iaeaaeaao niioaaonoaothueie ea/anoaaie: oiii, naea?aeaiiinoueth,
ecai?ioeeainoueth e i?i/., oi aio, aiciiaeii, yoi oaeanony. Ia iiiaoatho
oaeaea nayce e iaaeaeaeia ia/aeuenoai (ia/anoi, ii iiiaaeathony oaeea
ia/aeueieee, eioi?ua naie naaa PR e ieeaeie na?ue ea?aeeiae ei ia
ioaeai). Anee o Aan aeoiue ia/aeueiee, a Au – aeinoieiue PR-niaoeeaeeno,
oi o Aan anoue ianna oainia, iacuaaynue oioue eo?uea?ii, i?i/ii
oaea?aeeaaoueny ia oi?ioae ?aaioa n niioaaonoaothuei ieeaaeii. Ii ia ana
oae i?inoi, e ieeoi, a oai aieaa Aao ainn, ia aeiionoeo, /oiau aai
n/eoaee eee iacuaaee aeoiui. Eae aea auoue?
A yoie neooaoeee naiia aeaaiia aeey aan – oi, /oi Ne?ee Ii?oeio
Ia?eeinii iacuaaao “ianaiiiiaiea”: “… Au iieiaeae aeaeaoe e iiyoiio
aeieaeiu oaa?aei ciaoue, /oi niaaoiaaoue noa?oei e auoanoiyuei – ia
aeaei. A oae eacoue e iei n ?ai?aaiecaoeeiiiuie niaaoaie i?inoi aeoii”
(a niaoeeaeeno ii PR ia aeieaeai…): yoi, ai-ia?auo, cao/eo eae
inei?aeoaeueiue iaiae ia eo ieiooth ?aaioo e, ai-aoi?uo, icia/aao, /oi
au n/eoaaoa naay io/ayiiui oiieeii. Aiciiaeii, /ae-ieaoaeue niaao iie e
i?eiyee au, ii aao… Yoi au-oi, iineaaeiyy nieoea a i?iaa?aiiie
eieanieoea eiiiaiee, eo/oa oi?aaeythuee ciaaoa eo iaycaiiinoe?! …
Eo/oa ieeiaaea ia i?iaeaeaaoue naie i?iaeo naiei, a i?aaenoaaeoue yoi
/aeiaaeo, eioi?ue ene?aiia oaaaeaeai, /oi aaoa eaeay ca?iaeeeanue a aai
aieiaa. A oi?aaeai/aneii aeaea iao, iiaeaeoe, ie/aai aieaa aaaeiiai, /ai
eneonnoai aeeaaeuaaoue naie iunee a /oaeoth aieiao. E, cia/eo, ioaeii
iaeoe oaeoth aieiao. Iaiaoiaeeii, /oiau iia iiaea iaiieiyoueny /oaeeie
iuneyie, o.a. auea aeinoaoi/ii ionoa, e /oiau aa aeaaeaeueoeai aue
aunieiiinoaaeaiiue aaeieieno?aoi?, niiniaiue iiaeeyoue ia aee?aeoi?a.
Iiaeiaiue /aeiaae anoue a ethaii o/?aaeaeaiee … N iei iiaeii
iiciaeiieoueny, io, iai?eia?, ia oaiieniii ei?oa. I?e aanaaeao n iei aan
aoaeao caoeanouaaoue ii/aoiia ainoeuaiea: “Iia au aaoo aeaeiaoth
noaaoeo, Eeaeae? Ai?i/ai, y iiieiath, /oi oaeay aa?iinoue noaeaeaiee
aeaaony oieueei iiiaieaoiei iiuoii… I?inoi oaeeaeoaeueii, Eeaeae, aaoa
iieiaeaiea, aaoe ciaiey ieneieueei ia i?eooieee o aan ino?aeoaai, ii/oe
thiioaneiai aini?eyoey ie?a”. Anei?a au niiaeaoa oaaaeeoue aai, /oi ii
ia?aiieiai aeoaieeie eaeayie: “Aea, ieeoi, e?iia aan, aei yoiai ia
aeiaeoiaeny au, Eeaeae. Oaia?ue-oi iia iiiyoii, aaea aee?aeoi? /a?iaao
naie aeenoaoaeueiua caiuneu …” (N.I. Ia?eeinii “Caeiiu Ia?eeiniia”
Ieine 1997, no?. 99, 102). A ?acoeueoaoa o aan neeaaeuaathony aeia?ua
ioiioaiey o/aieea e o/eoaey, iinea /aai au iiaeaoa eaaei o?ainee?iaaoue
naie eaeae, i?iaeou e caiuneu, n iaaiaeiaaieai ioaa?aay ethaia
iiaeic?aiea a aaoi?noaa. PR-niaoeeaeeno ia aeieaeai no?aaeaoue
/anoiethaeai. Iiiieoa oeeuei “Eiaaea oaino aeeyao niaaeie”? Eae aa?ie
Oioiai io/eeny, /oi ieeoi ia ociaao, eaeie aaieaeueiue noeaia?ee ii
aiieioee a aeeciue, eae ii ia?aaeeaae, aai iiaoaeei /anoiethaea. A
aioeeaa?u a ia?eiae canoiy oiaeeee a caeaoaiiuo iaeueoi, n iaoa?iaiiuie
/aiiaeai/eeaie, iioiio /oi iaeuecy auei ieeiio i?iaeaiiino?e?iaaoue naia
aiaaonoai, oae /oi a ieaia yenaeaeoeeiiecia PR – noa?a iaiiaeoiaeyuay.
Anee oi/aony, /oiau ana aeaeaee, eae aai ?oeiieauoo ieeeeiiu, eo/oa ia
caieiaoueny naycyie n iauanoaaiiinoueth, a aeaieoueny ia Ioaa/aaie.
Ia/aeueieee i/aiue ethayo aeaaeoue aaoi?eoaoii. Niaoeeaeenoo ii PR yoi
ia iicaieeoaeueii – ia oi ii e niaoeeaeeno, /oiau aeaenoaiaaoue
iacaiaoii, eniiaeaieue, ia i?eaeaeay aieiaiey. Ana aeieaeii auoue
anoanoaaiii, ia iaaei ieeaeeo ?aceeo aeaeaeaiey. Eiaaea iaoaio ia?iaeo
ia/eiatho /oi-oi iaaycuaaoue, ii ia/eiaao nii?ioeaeyoueny,
ioai?a/eaaoueny e iaaeiyoue anao a ei??oioeee e iaiaia. Eiaaea aea
iuneue/i?eioeei/eniieueciaaiea o/o aiaae?ythony iinoaiaiii e
iineaaeiaaoaeueii n o/aoii noa?aioeiia aoaeeoi?ee, iie aini?eieiathony
aaeaeaaoii.
AUAIAeU:
Aac niaoeeaeenoa ii PR iiaeii iaieoenue, ii aai ooieoeee ana ?aaii
aoaeoo auiieiyoueny iaeiei eee ianeieueeeie ae?oaeie nio?oaeieeaie.
*oiau aiciiaeii auei ioeaieoue yooaeoeaiinoue ?aaiou PR-niaoeeaeenoa,
neaaeoao ?ac?aaioaoue e?eoa?ee ioeaiee, noaaeoue ia?aae iei /aoeea
caaea/e e aiineaaenoaee niiinoaaeyoue ?acoeueoaou aeayoaeueiinoe n
iinoaaeaiiuie oeaeyie.
Anee iaiaaeaea? ii PR – aacaeaeueiee, neaaeoao ia aai e?eoeeiaaoue, a
i?eniio?aoueny e i?eioeeiai ?aaiou anae i?aaiecaoeee.
Oi?ioi ?aaioaao i?aaiecaoeey n oi?ioae no?oeoo?ie. O eaaeaeiai aeieaeii
auoue naia aeaei, oiaaea ieeoi ia niiaeao aacaeaeueie/aoue. Neaaeeoue ca
oai, /oiau eaaeaeue caieiaeny naiei aeaeii – oiaea aeaei, e
iaiaeiaaaeiia.
Anee i/aiue oi/aony naeaeaoue naiaai aeeceiai /aeiaae PR-iaiii, a ii ia
ciaao, /oi yoi oaeia, ionoue eo/oa ie/aai ia aeaeaao, a i?inoi neaeeo
iiae yoei iacaaieai. Ii e?aeiae ia?a, ia iiaeioneaeoa aai e PR.
PR-i?ioanneiiae n iiiiuueth ethauo iiae?o/iuo iaoa?eaeia niiaeao nianoe
neooaoeeth, aeeeaoaio – eiay ana ea?ou ia ?oeao, iiaeao naiia eo/oaa
iieiaeaiea enii?oeoue.
A ioiioaieyo n iauanoaaiiinoueth aaaeia ethaay iaei/ue, iioiio /oi
?acoeueoaou yoeo ioiioaiee iaia?aoeiu.
Ethaee ?aciua. Iioiaeea ii ?yaeo i?eciaeia ethaee iauaaeeiythony a
a?oiiu. Ciay eioa?anu e noa?aioeiu eaaeaeie a?oiiu, niaoeeaeeno ii PR
aeieaeai eniieueciaaoue eo a ?aaioa, eia/a iia aoaeao eiaoue
iaeo?aeueiue eee io?eoeaoaeueiue yooaeo.
Niaoeeaeeno ii PR – ianoi? naiae i?aaiecaoeee. Ii aeieaeai iinoa?aoueny
aano?aae?iaaoueny, ianeieueei yoi aiciiaeii, io nianoaaiiie ee/iinoe, e
niio?aoue ia iee?inenoaio i?aaiecaoeee a iae?inenoaia iauanoaa
aeiaaeueii, eniieuecoy nenoaiiue iiaeoiae. Ana a ie?a acaeiinaycaii, e
oieueei oi?ioi ciay caeiiu nenoaiiiai acaeiiaeaenoaey, iiaeii aiai?eoue
ia yooaeoeaiii i?iaiice?iaaiee, ieaie?iaaiee, PR-iaiaaeaeiaioa a
e?eceniie neooaoeee.
Niaoeeaeeno ii PR ia aeieaeai auoue aaca?aoai, ii aeieaeai auoue
aacoi?a/ai n oi/ee c?aiey caeiia e i?eiaiyoue oieueei oa iaiaeiicia/iua
iaoiaeu, eioi?ua i/aiue oi?ioi i?ieaeoo o ia?iaea.
Anee iauanoaaiiinoue oi/ao, /oiau aa iaiaiuaaee, aai i?eaeaony
iaiaiuaaoue, eia/a iie aicueioo caeiaeieeia e aoaeoo o?aaiaaoue iaiaia,
oa?iaeay i?oaeeai. Ii anee iinea yoiai n?aaioaao noa?aioei “iaiaiooue
aeeaae/ee” e aan iieaeoo a?iieoue – ia oaeeaeyeoanue, yoi oiaea
iio?aaiinoue iauanoaaiiinoe, a iu aeieaeiu eo oaaaeaoue.
Niaoeeaeeno ii PR aeieaeai auoue oiiui e aeaeei e ia aeieaeai auoue
/anoiethaeaui e aeiaiaoe/iui.
Eoia iiaeii auaanoe i?eia?ii oaeie:
Anee niaoeeaeeno ii PR niioaaonoaoao anai o?aaiaaieyi, eioi?ua e iaio
i?aaeuyaeythony, oi ii – iacaiaieiue /aeiaae a i?aaiecaoeee. A anee a
aaoae i?aaiecaoeee oaeie /aeiaae ia ?aaioaao – cia/eo, ii iaoae naaa
i?aaiecaoeeth iieo/oa.
EEOA?AOO?A
Aeaoeia E. “Iaaeee ?eeaeoeic aeey iaiaaeaea?ia e ia?eaoa?ia” I, 1997 a.
A?aaeaa?e ?. “I neeoaieyo aa/iuo e i Caiea” I, 1987 a.
Aeeaioueaa E.E. “I?eaiu ?aeeaiu e Public Relations” NIa, 1995 a.
Ii/aioeia A. “Iaaeee ?eeaeoeic” I, 1998 a.
Ia?eeinii N.I. “Caeiiu Ia?eeiniia” Ieine, 1997 a.
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