Nceda ungaqeshi intatheli kuba ufuna ukuduma.Imifanekiso kaChris Jackson / Getty yeOrange Kukho itoni yamanqaku ajikelezayo malunga nokuba kutheni kufuneka uqeshe inkampani ye-PR. Ndabhala inqaku ngalo kunyaka ophelileyo. Kodwa into endingakhange ndiyiphicothe kuzo zonke izizathu zokuba kutheni hayi ukuqesha ifemu yePR. Ukuqhuba inkampani ye-PR phantse ishumi leminyaka ngoku, ndinokuvavanya ngokukhawuleza ukuba ngubani oza kuba ngumthengi olungileyo. Ukuba ndibona iiflegi ezibomvu ezithile, amatyeli alithoba kwali-10, ndiza kuhamba kude neshishini ngaphambi kokuqala kobudlelwane babaxhasi abatsha.
Nasi isizathu: i-PR ayisiye wonke umntu. I-PR iyabiza, ichitha ixesha, kwaye ifuna umsebenzi omninzi kumthengi nakwi-arhente.
Ukuba uhambelana nale ingezantsi, ndincoma ukuba ungaqeshi ntatheli.
Ufuna iziphumo zangoko nangoko. Ukuba ungumntu othanda ukwaneliseka kwangoko, awuyi konwaba yiyo nayiphi na intatheli oyiqeshileyo, ngaphandle kokuba i-rolodex yenziwe ngegolide. Njengengcali ye-PR, kunqabile ukuba ndidibane nabanye abapapashi abachola umnxeba, bacofe umhleli ku Vogue , kwaye ngokukhawuleza babhale abathengi babo malunga. Olo hlobo lwentsomi yintsalela esekhoyo kwimihla yakudala ye-PR. Upapasho luthatha umsebenzi. Nokuba ubudlelwane bomntu obukhutheleyo bunamandla kangakanani, ukuba ibali alomelelanga ngokwaneleyo, intatheli ayizukuyigubungela.
Awufuni kwenza nawuphi na umsebenzi. Lo ngumba omkhulu endidibana nawo kumzi mveliso we-PR namhlanje. Abantu baqesha intatheli ngendlela abaqesha ngayo umgcini zincwadi. Bacinga ukuba banokuqesha umthengisi, bathethe nabo amatyeli ambalwa ngonyaka, kwaye ukwazisa kuya kwenzeka ngomlingo. Ngokwenyani, i-PR ifuna uthethathethwano lwemihla ngemihla kwicala labathengi. Abaxhasi abonwabe kakhulu ngeziphumo ze-PR babeka elona xesha lininzi ekuqhubeni ubudlelwane be-arhente yabathengi. Bafunda iindaba, bathumela amabali kubabhengezi babo ukuba babhale, kwaye babhalele kubapapashi ngeempendulo ezicingisisiweyo kwimibuzo ye-HARO. Ngamafutshane, bafaka ixesha. PR ufana nomdlalo. Ifuna umonde, ukuzinikela, kunye nokuziqhelanisa.
Awunalo ixesha lokubonelela ngomxholo wobunkokeli bokucinga obuyimfuneko. Njengomzi mveliso, i-PR itshintshile. Uninzi lwabathengi alusafuni ukufakwa kwiindawo zokushicilela; bafuna ukufakwa kwidijithali. Ukwenza oku, ixesha elomeleleyo liyafuneka kwicala labathengi ukubonelela ngeengcebiso zobunkokeli ekucingeni ekudalweni komxholo. Umzekelo, ukuba uyi-neurosurgeon kwaye uqesha intatheli, ayingomsebenzi wabo ukukucebisa. Abakwazi nje ngenxa yokuba abanaso isiseko solwazi lwakho. Ngaphandle kokuba ujonge umsebenzi osemgangathweni ophantsi kwifama yomxholo, kuya kufuneka uthumele umntu wakho we-PR oko akufunayo. Abakwazi ukukhuthaza ubukhulu bakho ngaphandle kolwazi olusisiseko onalo kuphela.
Ulindele ukuba i-PR iguqulele kwintengiso. Umntu wakho we-PR akanguye uMlawuli weNtengiso. Esi sesona sizathu sokuba uninzi lweearhente zigxothwe: abathengi abonwabanga kukuba ukubekwa kungakhange kuvelise isixa esikhulu kwintengiso. Indima yommisi-ntetho kukwenza amabali afumana ingqalelo kwimithombo yeendaba kwaye kukhokelela ekubekweni. Ukuba intatheli ikufumana ukubekwa ngokungaguquguqukiyo, emva koko benza le nto ububaqeshe ukuba bayenze. Ingxaki kuxa abathengi beqala ukukhalaza, ndiyazi ukuba undifumene ndisasazeka ngamaphepha amathathu, kodwa khange iguqulele kwishishini elitsha. Oko kulingana nokutsho kugqirha wakho wamazinyo, ndiyazi ukuba ugcwalise umngxunya wam, kodwa khange uyilungise intlungu kumhlathi wam. Intlungu emhlathini wakho kufuneka ibonwe ngugqirha, hayi ugqirha wakho wamazinyo, kwaye ayiloxanduva logqirha wamazinyo. Kuyafana nokuthengisa kunye ne-PR.
Ufuna ukuduma. Ukuba ufuna ukuqesha intatheli kuba unqwenela ukuba nodumo, nceda ungavumi. Abaxhasi abaqesha abapapashi kuba befuna ukuduma ngabona baxhasi babi. Ukuthi ufuna ukuduma kufana nokuthi ufuna ukuba nguMongameli ngenye imini. Yintoni ekufaneleyo ukuba udume? Yintoni enomdla ngawe? Yeyiphi inkwenkwezi ekumgangatho ofanelekileyo onayo owenza ukuba ucinezele ngokufanelekileyo? I-PR eqhutywa yi-Ego ayisosicwangciso-qhinga; yinkcitho yexesha nemali yomntu wonke. Udumo sisiphumo seminyaka emininzi yomsebenzi kwishishini elithile. Umsebenzi woluntu kukuzisa ingqalelo kwizinto ozenza zikhetheke, hayi ukwenza ukuba ubalasele.
Awunanto ifanelekileyo yokwazisa. Ndifumana ukuba uneshishini elitsha. Ngokunjalo wonke umntu. Yintoni eyenza yahluke? Kutheni le nto abeendaba kufuneka babhale ngayo? Ukuba awuzange uzicinge ezi mpendulo, kuya kufuneka. Ngaphandle kokuba ujonge iphulo elilodwa le-PR, awuyi konwaba. Kuyavunywa, ngumsebenzi wompapasho ukuza nama-angles, kodwa ukuba awunawo umxholo weendaba, abeendaba abayi kubhala ngawe. Ukuba uqesha umntu we-PR kwaye uziqinisekisile ukuba ibali lakho liyinyani kangakanani, nceda ungagxeki intatheli ukuba abanakubekwa. Umama wakho ucinga into entle ayifani nentatheli eForbes ecinga ukuba into intle.
Ucinga ukuba i-PR iya kusombulula imiba yeshishini. Uninzi lwabantu luqesha abapapashi becinga ukuba luya kulungisa umba ophambili kwishishini labo. I-PR ayinakusombulula le micimbi. Ukuba ikhona into, inokubenza babe mandundu. Umzekelo, ukuba uyinkampani yeFortune 500 kwaye unenzuzo engaguquguqukiyo, amathuba okuba yinto enkulu ephathelele kweli bali iya kuphuma ngelixa usebenza nomntu we-PR. Isizathu sokuba ukuba umntu we-PR akhusele ibali kwinkampani yakho, nayiphi na intatheli exabisa ityuwa yakhe iya kuqala ukumba ijikeleze kwaye iqaphele ukungangqinelani okuthile. Kungcono ukuba yonke into ibe namaqhosha ngaphambi kokuqesha inkampani ye-PR.
Ubone umntu okhuphisana naye kwiTV kwaye ngoku ufuna ukuba kwiTV. Yikholwe okanye ungakholelwa, esi sesinye sezona zizathu zidweliswe njengezona zibalulekileyo kum. Babona omnye umntu esenza, kwaye ke, bacinga ukuba kufanelekile ukuba bayayenza. Ukuba uqesha intatheli ukuba ikufumane kumabonwakude kwaye ikubethe, kulindeleke ukuba ulahle yonke into onayo yosuku, uvale ivenkile, kwaye ubaleke uye esixekweni ukuya kwenza i-hit. Ukuba uthi hayi, amathuba okuvela kwakhona mancinci kungelilo. Ngaba ukulungele ngokwenene ukuvala ishishini lakho ngalo mhla ngenxa yokuba ubone omnye umntu kumabonwakude?
Awulunganga ngokuzibophelela ixesha elide. Xa uqesha inkampani ye-PR, kuya kufuneka ubekho kuyo ixesha elide. Umyinge wokugcina iarhente usezantsi ngokuncomekayo; kwiarhente eqhelekileyo, qho emva kweenyanga ezintandathu abathengi befuna ukumelwa ngokutsha yiarhente. Abaxhasi babalekela kwiarhente baye kwiarhente, becinga ukuba ingxaki ikuluntu. Inyani yile yokuba uya konwaba ngakumbi kwiziphumo zakho ukuba unamathela kwinkampani enye ixesha elide ngokwaneleyo. Uninzi lwentatheli alunakusebenza kuthethathethwano ixesha elingaphantsi kweenyanga ezi-6. Ukuba bamisa inqaku labahleli abakhokelayo, ezinye zeendawo ezibekiweyo zinokungaphumi de kube emva kokuba ubudlelwane bakho buphelile. Inye yokuqala ukuya kwiinyanga ezintathu zalo naluphi na uthethathethwano olutsha kufuna umsebenzi omkhulu wangaphambili, kwiinyanga ezintathu ezizayo zifuna ukubekwa nzima. Andifane ndidibane nomthengi omtsha olungele ukuya kwimithombo yeendaba ukusukela kusuku lokuqala. Oyena mthengi ulungileyo we-PR endiye ndahlala naye iminyaka eyi-6. Bayaliqonda ishishini kwaye bakulo ixesha elide.
Awukulungelanga ukulahla yonke into ngenxa yoshicilelo. Xa intatheli iphendula; bafuna ukuthetha nomthengi ngokukhawuleza. Ukuba usebenza kumzi mveliso apho oku kunganyanzelekanga, ke i-PR isenokungabi yeyona ndlela ilungileyo. Akukho luvo lubi kunokwenza ukuba umthengi abethwe kwaye angabinakho ukukwenza. Kwihlabathi le-PR, akukho nto ibaluleke ngaphezu kokubuyela kwintatheli okanye kumvelisi. Ukuba awukakulungeli ukulahla yonke into ukuze uthethe kubo, i-PR isenokungakulungeli.
UKris Ruby yi-CEO yeRuby Media Group, ubuDlelwane boLuntu kunye Imidiya yokuncokola Iarhente. U-Kris Ruby uhlala esenza igalelo kumabonwakude womoya kwaye uthetha kwimidiya yoluntu, iindlela zobuchwephesha kunye nonxibelelwano lweengxaki. Ngolwazi oluthe kratya, ndwendwela www.rradia.com okanye www.krrubibi.com
