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ÀÁÐÀÊÀÄÀÁÐÀ (Òîæå ñàìîå íî â ÷èòàåìîì âèäå)
Ñbcntvf vfhrtnbyujds[ rjvveybrfwbq (ÑÌÊ) – tlbysq rjvgktrc, j,]tlbyz.obq exfcnybrjd, rfyfks b ghbtvs rjvveybrfwbq jhufybpfwbb, yfghfdktyys[ yf ecnfyjdktybt b gjllth;fybt jghtltktyys[, pfgkfybhjdfyys[ 'njq jhufybpfwbtq dpfbvjjnyjitybq c flhtcfnfvb rjvveybrfwbq d hfvrf[ ljcnb;tybz tt vfhrtnbyujds[ wtktq
Ötkb vfhrtnbyujds[ rjvveybrfwbq:
• byajhvbhjdfnm gthcgtrnbdys[ gjnht,bntktq j cdj¸v ghjlernt, eckeuf[, eckjdbz[ ghjlf;
• e,tlbnm gjregfntkz jnlfnm ghtlgjxntybt bvtyyj 'nbv njdfhfv b vfhrfv, ltkfnm gjregrb d jghtltk¸yys[ vfufpbyf[, gjctofnm bvtyyj 'nb edtctkbntkmyst vthjghbznbz b n.l.
• pfcnfdbnm gjregfntkz ltqcndjdfnm – yfghfdbnm gjdtltybt gjnht,bntkz yf nj, xnj hsyjr ghtlkfuftn d lfyysq vjvtyn, f yt jnrkflsdfnm gjregre yf ,eleott
• ajhvbhjdfnm ,kfujghbznysq bvbl; ghtlghbznbz d ukfpf[ gj¬ntywbfkmys[ gjregfntktq b lheub[ exfcnybrjd ltkjdjuj j,otybz
• ghtljcnfdbnm bcxthgsdf.oe. b ghfdlbde. byajhvfwb. j njdfht dctv pfbynthtcjdfyysv kbwfv b jhufybpfwbzv
Àlhtcf vfhrtnbyujds[ rjvveybrfwbq - cjnhelybrb lfyyjq abhvs, wtktdjq hsyjr (ltqcndbntkmyst b gjntywbfkmyst gjnht,bntkb), vfhrtnbyujdst gjchtlybrb (,fyrb, ÐÀ b futyncndf vfhrtnbyujds[ bccktljdfybq, crkfls, nhfycgjhn b lh., gfhnythcrbt jhufybpfwbb, gjcnfdobrb, jhufys ujcelfhcndtyyjuj eghfdktybz
Ñnhernehf ÑÌÊ:
1 Îcyjdyst chtlcndf ÑÌÊ: htrkfvf, ÄÌ, cnbvekbhjdfybt ghjlf;, ÏÐ
2 Ñbyntnbxtcrbt chtlcndf ÑÌÊ: ,htylbyu, dscnfdrb, zhvfhrb, cgjycjhcndj, ÈÌÊÌÏ
3 Ítajhvfkmyst chtlcndf: cke[b, vjkdf
ÈÌÊÌÏ - byntuhbhjdfyyst vfhrtnbyujdst rjvveybrfwbb d vtcnf[ ghjlf;
ATL (above the line) - ghzvfz htrkfvf
BTL (below the line) - vthjghbznbz gj cnbvekbhjdfyb. c,snf b ÏÐ
Îcyjdyst chtlcndf vfhrtnbyujds[ rjvveybrfwbq:
Ðtrkfvf – ytkbxyfz, gkfnyfz ajhvf rjvveybrfwbb c wtkm. ghjldb;tybz njdfhf, eckeub c gjvjom. chtlcnd vfccjdjq byajhvfwbb jn bvtyb bpdtcnyjuj cgjycjhf
Ïhzvjq vfhrtnbyu – ytgjchtlcndtyyjt (ghb jncencndbb ghjvt;enjxys[ pdtymtd) bynthfrnbdyjt dpfbvjltqcndbt ghjlfdwf/ghjbpdjlbntkz b gjnht,bntkz d ghjwtcct ghjlf;b rjyrhtnyjuj njdfhf
Ñnbvekbhjdfybt ghjlf; – cbcntvf rhfnrjchjxys[ gj,elbntkmys[ vth b ghbtvjd, yfghfdktyys[ yf gjjohtybt gjregrb bkb ghjlf;b njdfhf b ghbybvf.ob[ ajhve ljgjkybntkmys[ kmujn, elj,cnd b 'rjyjvbb
Ñdzpb c j,otcndtyyjcnm. – ajhvbhjdfybt cbcntvs ufhvjybxys[ rjvveybrfwbq jhufybpfwbb c tt wtktdsvb felbnjhbzvb yf jcyjdt gjkyjq b j,]trnbdyjq byajhvbhjdfyyjcnb lkz ljcnb;tybz vfhrtnbyujds[ wtktq rjvveybrfnjhf
Ðtrkfvf – cjwbfkmyjt zdktybt. Îcj,fz ajhvf rjvveybrfwbb. Èycnhevtyn vfhrtnbyuf. Ðtrkfvysq ghjlern, bvt.obq rjyrhtnye. ajhve: dbltjhjkbr, felbjcgjn, gjcnth, htrkfvyfz ajnjuhfabz, htrkfvysq vjlekm b n.l.
Ðtrkfvf rfr dbl ltzntkmyjcnb - jgkfxtyyfz yt gthcjyfkbpbhjdfyyfz rjvveybrfwbz, jceotcndkztvfz bltynbabwbhjdfyysv cgjycjhjv b bcgjkmpe.ofz chtlcndf vfccjdjq byajhvfwbb c wtkm. crkjybnm r xtve-nj felbnjhb. bkb gjdkbznm yf ytt
Ôeyrwbb htrkfvs:
•Ýrjyjvbxtcrfz - byajhvbhjdfybt j njdfht bkb eckeut, gjgekzhbpfwbz, gjdsitybt cghjcf b njdfhjj,jhjnf; dkbzybt yf ehjdtym gjnht,ktybz (eghfdktybt cghjcjv) dkbzybt yf hfcghtltktybt hfc[jljd gjnht,bntktq
•Ñjwbfkmyfz - hfcghjcnhfytybt cjwbfkmys[ wtyyjcntq, ajhvbhjdfybt cnbkz ;bpyb Ðtrkfvf zdkztncz jnhf;tybtv rekmnehyj-bcnjhbxtcrb[ nhflbwbq cnhfys. Ðtrkfvf eybabwbhetn gjnht,yjcnb b drecs yfctktybz, jghtltkztn gjnht,bntkmcrbt ghbjhbntns, ghtdhfoftn njdfhs d cbvdjks cnhfys. («Ïjrf;bnt vyt htrkfve njq bkb byjq cnhfys b z dfv dct hfccrf;e j, 'njq cnhfyt» Ä.Áehcnby)
•Èyajhvfwbjyyfz - jn j,otcndf gjnht,ktybz r byajhvfwbjyyjve j,otcnde
•Êjvveybrfnbdyfz - «Ôjkmrkjh bylecnhbfkmyjuj xtkjdtrf» (Ì. Ìfrk.'y)
Òbgjkjubb dbljd htrkfvs. Ðfpkbxyst rhbnthbb:
• Â pfdbcbvjcnb jn ghtlvtnf htrkfvs: njdfhyfz b bvbl;tdfz (abhvf)
• Êjvvthxtcrfz b ytrjvvthxtcrfz htrkfvf: ujcelfhcndtyyfz (yfkjujdfz cke;,f, cke;,f d fhvbb)
• cjwbfkmyfz (ghjgfufylf j,otcndtyys[ wtyyjcntq)
• gjkbnbxtcrfz
• Â cdzpb c ;bpytyysv wbrkjv njdfhf: byajhvfwbjyyfz; yfgjvbyf.ofz
• Ïj rfyfke hfcghjcnhfytybz: ufptnyj-;ehyfkmyfz, dbltj, felbj, yfhe;yfz, rbyj, htrkfvf d Èynthytn
• Ïj nthhbnjhbb hfcghjcnhfytybz: htubjyfkmyfz, yfwbjyfkmyfz, ukj,fkmyfz
Óxfcnybrb htrkfvyjuj ghjwtccf:
Ðtrkfvjlfntkm – .hblbxtcrjt bkb abpbxtcrjt kbwj, zdkz.ottcz pfrfpxbrjv htrkfvyjuj futyncndf bkb chtlcndf hfcghjcnhfytybz htrkfvs b jgkfxbdf.ott hf,jns d catht htrkfvyjq ltzntkmyjcnb
Ðtrkfvyjt futyncndj – jhufybpfwbz, jceotcndkz.ofz gj pfrfpe htrkfvjlfntkz ndjhxtcrbt b bcgjkybntkmcrbt hf,jns b gjkexf.ofz djpyfuhf;ltybt jn ytuj b jn chtlcnd hfcghjcnhfytybz htrkfvs (rjvbccbjyye. crblre)
Ñhtlcndj hfcghjcnhfytybz htrkfvs – ÑÌÈ b lh.
Ïjnht,bntkm – njn, yf rjuj yfghfdktyj htrkfvyjt cjj,otybt
Äbhtrn-vfhrtnbyu, ÄÌ, Ïhzvjq vfhrtnbyu, Direct marketing - ytgjchtlcndtyyjt (ghb jncencndbb ghjvt;enjxys[ pdtymtd) bynthfrnbdyjt dpfbvjltqcndbt ghjlfdwf/ghjbpdjlbntkz b gjnht,bntkz d ghjwtcct ghjlf;b rjyrhtnyjuj njdfhf
Îcyjdyst ajhvs ÄÌ: - kbxyfz (gthcjyfkmyfz ghjlf;f), lbhtrn-vtqk-vfhrtnbyu, rfnfkju-vfhrtnbyu, ntktajy-vfhrtnbyu, ntktvfhrtnbyu, bynthytn-vfhrtnbyu
Êjvveybrfwbjyyst wtkb ÄÌ: ghbdktxm dybvfybt gjkexfntkz, elth;fnm d catht djpltqcndbz rjvveybrfnjhf, hfpdbnbt ljkujdhtvtyys[ kbxyjcnys[ jnyjitybq c gjkexfntktv, cnbvekbhjdfybt gjregrb, cjplfybt ghtlgjcskjr gjdnjhys[ gjregjr, bpextybt htfrwbb gjnht,bntkz
Ñnbvekbhjdfybt ghjlf; - vthjghbznbz gj ghjldb;tyb. njdfhf r gjnht,bntk. b d njhujdk., rjnjhst gj,e;lf.n gjnht,bntkz r afrnbxtcrjve ghbj,htntyb. vfhrb
Ïhbtvs b chtlcndf cnbvekbhjdfybz c,snf:
• crblrb b wtys
• lbcrjynyst hfcxtnyst rfhns, yfrjgbntkmyst rfhns
• hfcghjcnhfytybt regjyjd
• ghtvbb
• ,tcgkfnyst j,hfpws (sampling)
• ltuecnfwbz
• j,vty yf njdfhs rjyrehtynjd
• gthtlfxf dj dhtvtyyjt gjkmpjdfybt
• rjyrehcs, kjnthtz, dbrnjhbys
• ghtljcnfdktybt ljgjkybntkmys[ eckeu
• VIP–j,cke;bdfybt
PR - cdzpb c j,otcndtyyjcnm., Public Relations, j,otcndtyyjt dpfbvjltqcndbt, hfpdbnbt j,otcndtyys[ cdzptq, cjplfybt eghfdkztvjuj j,hfpf, j,otcndtyyst rjvveybrfwbb
PR - cjpyfntkmyfz jhufybpfwbz rjvveybrfwbb. PR - jlyf bp aeyrwbq vtytl;vtynf. Ötkm PR - ljcnbxm dpfbvjgjybvfybz b ecnfyjdbnm gkjljndjhyst jnyjitybz vt;le jhufybpfwbtq b felbnjhbzvb gentv ldecnjhjyytq rjvveybrfwbb Ãtythfkmyfz fccfv,ktz CERP ( 2000 u.)
PR – «bcreccndj b j,otcndtyyfz yferf fyfkbpf ntyltywbq, ghjuyjpbhjdfybz b[ gjcktlcndbq, rjycekmnbhjdfybt herjdjlbntktq jhufybpfwbq b dytlhtybz ghjuhfvv ltqcndbq, rjnjhst cke;fn rfr jhufybpfwbb, nfr b j,otcndtyysv bynthtcfv». Ïthdfz Âctvbhyfz Àccfv,ktz fccjwbfwbq gf,kbr hbktqityp (Ìt[brj 1978)
PR – «jhufybpfwbz j,otcndtyyjuj vytybz d wtkz[ yfb,jktt ecgtiyjuj aeyrwbjybhjdfybz ghtlghbznbz (exht;ltybz, abhvs) b gjdsitybz tuj htgenfwbb. Îceotcndkztncz hfpysvb genzvb, yj ght;lt dctuj xthtp ÑÌÈ. Ècreccndj dpfbvjjnyjitybq vt;le ujcelfhcndtyysvb (eghfdktyxtcrbvb), j,otcndtyysvb cnhernehfvb b uhf;lfyfvb d bynthtcf[ dctuj j,otcndf». ÌÃÓ Ñkjdfhm yjds[ byjcnhfyys[ ckjd
PR - gkfyjvthyfz gjcnjzyyj jceotcndkztvfz ltzntkmyjcnm gj j,tcgtxtyb. hfdyjghfdyjuj byajhvfwbjyyjuj dpfbvjltqcndbz b xthtp 'nj dpfbvjgjybvfybz vt;le jhufybpfwbtq b tt j,otcndtyyjcnm.
Ïhtlvtn PR – htgenfwbz: htpekmnfn njuj, xnj ds ltkftnt, xnj ds ujdjhbnt b xnj lheubt ujdjhzn j dfc. Áhbnfycrbq bycnbnen gf,kbr hbktqityp (IPR)
Ðjkm b aeyrwbb PR d j,otcndt:
• Ðtpekmnfn ltzntkmyjcnb PR d j,otcndt – cjjndtncnde.ott gjdtltybt jhufybpfwbb d j,otcndt b gjybvfybt j,otcndtyyjcnm. 'njuj gjdtltybz. Ôeyrwbb PR – rjvveybrfwbjyyjt eghfdktybt
• Âytiybq b dyenhtyybq ÏÐ «dyenhtyyzz ge,kbrf». Â 1980-[ ujlf[ gjzdkztncz gjyznbt «cjwbfkmyfz jndtncndtyyjcnm» - cjwbfkmyfz wtkm jhufybpfwbb – ekexitybt rfxtcndf ;bpyb, cdzpfyyjq hf,jnjq, lkz cke;fob[“human relations”, “corporate relations”
«Ïe,kbrf» - 'nj uheggf k.ltq, gthtl rjnjhjq:
- cnjzn c[jlyst ghj,ktvs
- j ceotcndjdfybb 'nb[ ghj,ktv gjcnjzyyj dcgjvbyf.n
- c 'nbvb ghj,ktvfvb xnj-nj ltkf.n bkb cj,bhf.ncz ltkfnm(Dewey,1927)
Ãheggf k.ltq, rjnjhfz:
- bvttn c[jlye. ghj,ktve
- yt tlbyf dj vytybb jnyjcbntkmyj lfyyjq ghj,ktvs
- djdktxtyf d lbcreccbb gj ghj,ktvt(Blumer, 1966)
ÏÐ b Ïf,kbcbnb:
Ïf,kbcbnb – ytkbxyjt b ytjgkfxbdftvjt cgjycjhjv cnbvekbhjdfybt cghjcf yf njdfh, eckeue gjchtlcndjv hfcghjcnhfytybz j yb[ rjvvthxtcrb df;ys[ cdtltybq d gtxfnys[ chtlcndf[ byajhvfwbb bkb ,kfuj;tkfntkmyjuj ghtlcnfdktybz gj hflbj, ntktdbltyb. bkb cj cwtys(jghtltktybt ÀÌÀ)
Ïf,kbcbnb - jlyf bp ajhv ÏÐ
Ötkb ÏÐ:
• ajhvbhjdfybt ,kfujghbznyjuj j,otcndtyyjuj vytybz j abhvt
• cjplfybt bylbdblefkmyjuj j,hfpf abhvs (jncnhjqrf jn rjyrehtynjd)
• vths hfphtitybt rjyakbrnjd b rhbpbcjd
• rjynhjkm b jgnbvbpfwbz dpfbvjjnyjitybz dyenhb abhvs
Ñhtlcndf b ghbtvs ÏÐ:
• ÑÌÈ;
• gtxfnyfz ghjlerwbz abhvs
• exfcnbt d rjyathtywbz[ b c]tplf[
• jhufybpfwbz ÏÐ gjdjljd (cj,snbq)
• ÏÐ-ltzntkmyjcnm abhvs, yfghfdktyyfz yf jhufys ujcelfhcndtyyjuj eghfdktybz
• ÏÐ d Èynthytnt
• hfpvtotybt njdfhjd b eckeu d [elj;tcndtyys[ ghjbpdtltybz[ (product placement)
• ghtptynfwbb, lyb jnrhsns[ ldthtq, ge,kbxyst dscnegktybz, ajnjdscnfdrb
Ñhtlcndf ltzntkmyjcnb bp “The Encyclopedia Americana” (1990):
1. «Â[jlzofz byajhvfwbz» - bccktljdfybz j,otcndtyyjuj vytybz, «ujhzxbt kbybb», vjybnjhbyu hflbj b ntkt gthtlfx, kbxyst rjynfrns, rjycekmnfwbb b lh.rfyfks byajhvfwbb
2. «Èc[jlzofz byajhvfwbz»- ghtccf, dscnfdrb, rjyathtywbb, hfccskrf gj gjxnt, gj ntktrce b afrce
Ôeyrwbb ÏÐ-cgtwbfkbcnf:
•bccktljdfybt (c,jh, j,hf,jnrf b fyfkbp byajhvfwbb)
•gkfybhjdfybt (jghtltktybt wtktq pflfx b hfphf,jnrf gkfyf vthjghbznbq gj b[ htfkbpfwbb)
•jhufybpfwbz (exfcnbt d htfkbpfwbb yfvtxtyys[ vthjghbznbq)
•'rcgthnbpf (jwtyrf 'aatrnbdyjcnb ghjdtltyyjq hf,jns b dszdktybt yjds[ ghj,ktv, nht,e.ob[ htitybz)
Ðtrkfvf b ÏÐ
I
Òbg ghjldb;tybz - htrkfvf
Î;blftvsq 'aatrn - bpvtytybt jnyjitybz, bpvtytybt gjdtltybz
Êjynfrn c gjnht,bntktv - jgjchtljdfyysq
Ïhjljk;bntkmyjcnm - chtlyzz b lkbntkmyfz
II
Òbg ghjldb;tybz - PR
Î;blftvsq 'aatrn - bpvtytybt jnyjitybz
Êjynfrn c gjnht,bntktv - ghzvjq b jgjchtljdfyysq
Ïhjljk;bntkmyjcnm - lkbntkmyfz
Îcyjdyst futyncndf:
• Hill&Knowlton (1927)
• Burson-Marsteller, PBN
• Company, BBDO Marketing
• Young&Rubicam
Îcyjdyst jhufybpfwbb:
• PRSA – Public Relations Society of America (1947 u.) – 15 000 xk.
• IABC – International Association of Business Communicators (1970 u.) – 11 000 xk.
• ÈÏÐÀ – Ìt;leyfhjlyfz jhufybpfwbz PR (1955 u.) – 700 xk.
• CERP – Ådhjgtqcrfz rjyatlthfwbz PR
• ÐÀÑÎ – Ðjccbqcrfz fccjwbfwbz gj cdzpzv c j,otcndtyyjcnm. (1991 u.)
Áhtyl - Ífpdfybt, nthvby, pyfr, cbvdjk bkb k.,fz lheufz jcj,tyyjcnm, rjnjhfz bltynbabwbhetn njdfh bkb eckeue jlyjuj ghjlfdwf rfr jnkbxyst jn njdfhjd bkb eckeu lheub[ ghjlfdwjd (Àvthbrfycrfz fccjwbfwbz vfhrtnbyuf, wbn. Ïj Äjy Øekmw, Átn Áfhyc «Ñnhfntubxtcrbt ,htyl rjvveybrfwbjyyst rfvgfybb»)
Òjhujdst vfhrb – gthdst ,htyls:
• Òfql – gthdsq cnbhfkmysq gjhjijr
• Êcthjrc- gthdsq rjgbhjdfkmysq fggfhfn, bcgjkmpe.obq j,sxye. ,evfue
• Ïfvgthc – gthdsq gjluepybr
• Èyntk – gthdsq vbrhjghjwtccjh
• Ãjh-Òtrc – gthdfz djljpfobnyfz, yj djple[jghjybwftvfz nrfym
• Ñrjnx - gjkjcrf c rkttv
Îcyjdyst gjyznbz :
• Ìfhrtnbyujdst rjvveybrfwbb
• Ñhtlcndf vfhrtnbyujds[ rjvveybrfwbq (ÑÌÊ)
• Ðtrkfvf
• Äbhtrn-vfhrtnbyu
• Ñnbvekbhjdfybt ghjlf;
• Ñdzpb c j,otcndtyyjcnm. (PR)
• Áhtyl
• Ötktdfz felbnjhbz (ÖÀ)
• Óybrfkmyjt njhujdjt ghtlkj;tybt (ÓÒÏ)
• Ðjkm htrkfvs
• Ôeyrwbb htrkfvs
• Ôeyrwbb cdzpb c j,otcndtyyjcnm.
dpznj yf ghjcnjhf[ livejournal.com |
