Ukukhangisa nokuxhumana komphakathi. Izindlela zokukhangisa. Ukuthuthukiswa kobudlelwane bomphakathi

Uma ungumnikazi webhizinisi, ngokuhamba kwesikhathi unemibuzo, ukuthi ungatshela kanjani abantu mayelana nensizakalo noma umkhiqizo wakho? Mhlawumbe uveza imikhiqizo emihle edolobheni noma ngisho nasezweni, kodwa akekho owaziyo ngakho futhi akakwazi. Phela, imakethe yemikhiqizo eminingi efanayo, eseyaziwa kakade kumthengi. Kungenxa yale njongo ukuthi ibhizinisi ngalinye lidinga ukukhangisa nokuxhumana nomphakathi. Njengomthetho, inkampani ihlela umnyango ngegama elifanayo, elibandakanya ekukhuthazeni uphawu lwakho lokuhweba kubantu. Yiliphi inzuzo eqinile kulolo hlu, ukuthi lokhu kuzodinga inkampani kangakanani nokuthi ngabe ukukhangisa kuphumelela ezweni lanamuhla, sizoqonda lesi sihloko.

Iyini "umphakathi" futhi kungani uxhumana nayo?

Noma iyiphi inkampani ayisebenzi ku-vacuum, kodwa esikhalini solwazi. Lesi sikhala asibandakanyi abathengi kuphela abangaba khona, kodwa futhi nabathengi bakho, abezindaba, abantu abangayikuba amakhasimende akho, kodwa bangakudlulisela kokubili ulwazi oluhle nolungalungile. Inhlangano yobuhlobo bomphakathi ukusungulwa kokugeleza kolwazi oluvela kuwe kuyo yonke le mithombo. Uma ungaboni isidingo sezixhumanisi ezinjalo, ngoba usebenza ngokuphumelelayo futhi unombuthano unomphela wamakhasimende, khona-ke ungumongameli wemakethe emakethe. Wonke amanye amabhizinisi adinga ukuzwakalisa ngokuzwakalayo nomkhiqizo wabo.

Isithombe sekampani

Noma yimaphi amabhizinisi kusukela ngesikhathi sokuqala komsebenzi emakethe unesithombe. Ekuqaleni akungathathi hlangothi, wena nemikhiqizo yakho azange zihlolwe okwamanje. Nokho, ngokuhamba kwesikhathi, noma yikuphi okwenzayo kungenza isithombe sibe nomphumela omuhle noma omubi. Imakethe ihlelwe ngendlela yokuthi kulula kakhulu ukuthola isithombe esingalungile kunokuba uzuze igama elihle. Ngaphezu kwalokho, uma abantu bekhuluma kahle ngawe namuhla, lokhu akusho ukuthi lo mkhuba uzoqhubeka kusasa, ngoba kufanele usebenze ngokungakhathali.

Kodwa impendulo engalungile kulula ukuyihola, futhi ukuyiqeda kunzima kakhulu. Noma yimuphi umthengi ongekho emthethweni udluliselwa kwamanye amakhasimende akho angakusiza futhi ushiya ngaphandle kwesidingo isikhathi eside.

Manje sizocabangela, yikuphi ukuthengwa kwebhizinisi okuyokwenza isithakazelo kumthengi kuqala: lowo wonke umuntu odumisayo, noma owodwa okuzwakalayo okumbi kuphela? Kungenxa yokudalwa nokugcinwa njalo kwesithombe esihle sebhizinisi ukuthi ikhanda elifanele lidalwe ngumnyango ukuze kube nobuhlobo bomphakathi.

Indima yobudlelwane bomphakathi ezweni lanamuhla

Uma usakungabaza isidingo sokudala umnyango we-PR osebenzayo, ake sibuke indima leyunithi yesakhiwo eyokudlala enhlanganweni yakho.

Okokuqala, lokhu kungukudala kwenkambu yolwazi oluhle elizungezile inkampani yakho. Abathengi abanolwazi abakwazi ukunikeza inkampani ngesithombe esihle, bayisekele ngaso sonke isikhathi. Ukukhangisa kanye nobudlelwane bomphakathi yizinto ezidingekayo zokusebenza kahle kwe-firm, kanye nomnyango wezomthetho noma wezimali.

Pr-ukuxhumana nomphakathi

Abantu abaningi badidisa ukukhangisa kanye nemisebenzi ye-PR. Eqinisweni, lawa maqondo ahlukile. Ubudlelwane Bomphakathi (ubudlelwane bomphakathi), okungukuthi, isifingqo simele, akubandakanyi ukukhangisa kuphela, kodwa nokuthengisa kanye nokucwaninga kwezenhlalo, ukuxhumana, ukuloba. Uma inhloso yokukhangisa ukubeka imibono ngomkhiqizo bese uyayithengisa, i-PR isebenza kabanzi emhlabeni wonke, umgomo wayo ukudala umbono womphakathi mayelana nenkampani futhi, ngokufanele, mayelana nayo yonke imikhiqizo yalesi sikhungo.

Ochwepheshe bomnyango ukusebenzisana komphakathi basebenze ngolwazi: bahlaziye idatha engenayo, bafunde izithameli ezihlosiwe kanye nokulindelekile futhi banikeze umthengi ngolwazi oludingekile mayelana nomkhiqizo nomkhiqizo ngendlela yokukhangisa.

Ngaphezu kwalokho, abasebenzi be-pr-umnyango bahlale bethola impendulo evela kubathengi futhi bathumele iziphakamiso zokuthuthukisa umkhiqizo kumqondisi webhizinisi. Bangaki abasebenzi okufanele bahileleke kule misebenzi? Kuxhomeke ekubonweni kobuholi. Kwezinye amabhizinisi umnyango wabasebenzi abaningana ukhiwa, futhi uma inkampani encane, umuntu oyedwa angakwazi ukubhekana nayo yonke imisebenzi.

Ukuthembeka kwabasebenzi benhlangano kumkhiqizo wayo

Akufanele likhohlwe ukuthi ukukhangisa kanye nobuhlobo bomphakathi kufaka phakathi okuthiwa "intracorporate pr". Ungaqinisekisa kanjani umphakathi ukuthi imikhiqizo yakho inkulu, uma inhlangano yakho ingavumelani nalokhu? Lesi isinyathelo sokuqala esenziwe ngumsebenzi we-pr-experienced. Uqinisekisa bonke abasebenzi bebhizinisi ngokubaluleka kwalokho abakwenzayo. Kulokhu, ukuqeqeshwa, amaholide, amaqembu ezinkampani asetshenziselwa. Yonke le misebenzi ihlose ukuqinisekisa ukuthi wonke amalungu enkampani yakho uzizwa ebalulekile ngenxa yezizathu ezivamile, uyakwazisa futhi uyayithanda umsebenzi wakhe nomkhiqizo ahlanganyela kuwo.

Ukukhangisa njengengxenye yemisebenzi ye-PR

Ukukhangisa - ukugqugquzelwa kwezimpahla ngezinga eliphakeme kakhulu, futhi ngesikhathi esifanayo kuphumelele kakhulu.

Lapho abasebenzi bomnyango wobudlelwane bomphakathi beqoqa ulwazi mayelana nokulindela kwabathengi, sekuyisikhathi sokwazisa amakhasimende angakhona ukuthi nguwe okhiqiza umkhiqizo noma isevisi abayidingayo. Ngemuva kwalokho, uma "imikhiqizo engenazizo" ingena emakethe, akunakwenzeka ukuthi umuntu uzolingwa yilo. Abantu bathola lokho abazwayo. Akudingekile ukucabanga ukuthi sikhuluma kuphela ngokukhangisa kumabonakude noma kumsakazo, izindlela ezinjalo zokukhuthazwa zibiza kakhulu futhi azisebenzi ngaso sonke isikhathi. Ochwepheshe bephromoshini bayazi ukuthi isisekelo sokukhangisa sihlanganisa okuthiwa "izwi lomlomo", izincwadi zokushicilela, amabhanela kanye namabhodi amabhodi, ukukhuthazwa kwezimpahla ngosizo lwabagqugquzeli, ukunambitha nokukhuthaza ukudayiswa kwezabelo zezimpahla.

Imali yomphakathi iyabiza malini?

Ukukhangisa akudingi ukuthi inkampani ibe "inani elizungezile". Amaphephandaba asekhaya azoshicilela ngenjabulo indaba ephathelene nokukhiqizwa kwakho, uma umeme izintatheli enkampanini, ubanikeze i-excursion, futhi unikeze ngezinto zokwakha. Ungakhohlwa nge-World Wide Web, ngaphandle kwewebhu lakho siqu namhlanje elibalulekile.

Okuwusizo kakhulu enkampanini yakho kuyoba yingxenye ezinhlelweni zokuxhaswa, ukusiza ezintandane, izintandane, ukusekela imicimbi yezemidlalo, imikhosi. Ukubamba iqhaza ngeke kube mahhala, kodwa ngokuqinisekile kuyoba eshibhile kunezentengiselwano emahoreni amakhulu. Izakhamuzi zedolobha lakho zizobonga kakhulu ukugijima kwakho futhi uqaphele umkhiqizo wakho.

Khumbula ukuthi imidiya yokukhangisa idume nge-arsenal ecebile, futhi onolwazi nolwazile ukuphatha kufanele aqonde lokhu. Uma inkampani yakho ingakaziwa uma umnyango wobudlelwane bomphakathi usebenza, yazi ukuthi abasebenzi abakasebenzi kahle.

Yini okufanele umnyango we-PR ungayenzi?

Abaphathi abaningi balingwa ukuba "balayishe" abaphathi bezinhlelo zabo zonke izinhlobo zomsebenzi wenhlangano. Lokhu kungaba iphutha, ngoba, ekufezeni izabelo zakho zenhlangano zamanje, isisebenzi asikwazi ukwakha amasu okuhlala isikhathi eside esikhathini esizayo. Yini okungafanele ihanjiswe emnyangweni we-pr?

1. Yiba isisebenzi "kwi-hook". Uma udinga unobhala noma umthumeli, bese umqasha. Kodwa ungayishintshi izabelo zalolu hlobo kumphathi wakho, kusukela ngaleso sikhathi umsebenzi owenza ngokuqondile uzothinteka - ukukhangisa kanye nobuhlobo bomphakathi.
2. Ukuheha ngokuzimela imali ngemisebenzi. Ngokungangabazeki, abasebenzi bazodinga izimali zemisebenzi. Izihloko emaphephandabeni, amabhanela, ukukhokhelwa komsebenzi wabagqugquzeli zibiza imali, futhi kufanele unqume kusengaphambili ukuthi uzimisele kangakanani ukwabela ukukhangisa. Noma kunjalo, khumbula ukuthi uma uheha imali abaphathi bakho bokukhangisa, umsebenzi wabo ngeke ube ngempumelelo.
3. Kungukuthi ukuthi unqume ukuthi ungakanani imali okudingeka uyenze. Lokhu kungokwedlulele kwesibili - ukunikeza "izinsolo" ezandleni zabaphathi bakho, abazokhipha isabelomali sabo. Ngikholelwa, onguchwepheshe onolwazi nolwazi lokudala angasebenzisa ngaphandle kokungabaza ngokukhangisa inani elilingana nengeniso yakho yonke yonyaka.

Pr-imenenja yenkampani encane: ukukhokhelwa kwemisebenzi yakhe

Ukuthuthukiswa kobudlelwane bomphakathi, njengoba usuyiqonde kakade, yinto yokusebenzisa imali okufanele ifakwe ngokushesha kwisabelomali sebhizinisi. Imenenja ayizibuze yona ukuthi umnyango wezobucayi uzobiza kanjani, kodwa okwamanje kubonakala sengathi abaningi bayinto eyengeziwe, hhayi edingekayo. Lena iphutha elikhulu, khumbula ukuthi ngaphandle kokukhangisa uhlala nje ezingeni elifanayo njengoba ukhona namuhla.

Kuzokwenzakala kangakanani ukugcinwa kwabasebenzi abaphathi bezokuxhumana zomphakathi? Kuncike ngobukhulu bebhizinisi lakho.

Uma usebenza ezingeni lomuzi, awudingi abasebenzi abaningi. Kuzokwanela umuntu oyedwa noma ababili owaziyo lolu daba. Khumbula ukuthi u-pr-manager owaziwa yi-"orchestra yomuntu". Uyazi ukuthi benzeni, kuphi ukugijima nokuthi ubani okufanele uxoxe naye. Uma umphathi oqashiwe engacabangi ehlezi ekhompyutheni, "ochwepheshe" abanjalo akahambisani nawe. Sekuvele inyanga ngemuva kokuba nenkonzo yomphakathi, ngisho nangomuntu oyedwa, kumele ube newebhusayithi yakho, amaphephandaba asekhaya kufanele abe nolwazi ngawe, futhi inkampani yakho kufanele izwe izakhamuzi. Ngingakanani okufanele ngikhokhele kumphathi onjalo? Yiqiniso, ochwepheshe uzibheka njengento eyigugu kakhulu, kodwa wonke umholo wakhe akufanele ube ngaphansi kweholo labaphathi abahola ibhizinisi lakho. Khumbula ukuthi lo muntu ukumelela emakethe futhi "wenza" ubuso benkampani yakho.

Inhlangano ye-pr-service yenhlangano enkulu

Uma inkampani yakho inamagatsha emadolobheni amaningi, udinga ukucabanga ngokudala umnyango omncane ukuxhumana komphakathi edolobheni ngalinye. Emadolobheni ngamunye, izethameli zinamathemba alo kanye nezintandokazi.

Inhlangano yensizakalo yokukhangisa ingenziwa ngendlela yokwakha iminyango edidiyelwe yokugqugquzela iminyango, kanye nokuheha abaphathi bezinkampani ukukhuthaza uphawu lwakho lokuhweba ezingeni likazwelonke bese uya phesheya enkundleni yamazwe omhlaba.