Profesionisti versus amatori in PR (relatii publice) si nu numai
Ma uitam de dimineata la o emisiune la televizor si unul dintre prezentatori vorbea despre faptul ca la unele evenimente sunt invitate sa prezinte produsele/serviciile (sa fie de fapt gazde) uneori persoane care arata intr-adevar bine (stau bine la capitolul fizic) insa care nu pot lega o propozitie cap-coada fara a citi de pe o hartie (iar daca uita se intrerup la mijlocul frazei nu continua pana ce nu se ajuta de suportul scris – de multe ori nici nu nimeresc sa se uite acolo unde au ramas si ce iese…).
Eu nu am fost niciodata pe un aeroport si nu am zburat nici macar virtual, prin intermediul vreunui joc pe calculator. Altii nu stiu ce inseamna relatiile publice (cred ca inseamna banalul stat de vorba cu cineva gen ghiseu de relatii cu publicul, considera ca totul se reduce la relatii sau, mai rau, ca implica doar unul-doua comunicate de presa trimise cu ocazia vreunui eveniment, ori inlesnirea unei aparitii la televizor) dar se prezinta ca fiind oameni de PR si comunicare. Eu nu ma duc insa astazi sau curand sa ma apuc sa spun ca pilotez avioane. Sau macar sa… dirijez traficul pe aeroport.
De ce aceasta analogie? Simplu: pentru ca sunt persoane care, datorita amatorismului lor, pot sa faca destul de mult rau celor ce au studii in domeniu, se chinuie luna de luna, an de an sa acumuleze cunostinte si experienta si sa realizeze lucruri cu adevarat valoroase la nivel de comunicare si PR. Pentru ca atata vreme cat vor fi persoane care nu vor face ce si cum trebuie multe companii – potentiali clienti asadar – vor ramane cu o impresie gresita si pe viitor se vor gandi de multe ori inainte de a apela la PR. Pentru ca sunt oameni care poate nu au studii de PR dar au muncit mult, s-au perfectionat si au invatat multe inainte de a spune ca sunt PR-isti – pentru ca dupa revolutie nu existau PR-isti si unele persoane au avut mintea luminata si au deschis drumuri pentru multi dintre noi. Pentru ca lipsa de profesionalism poate aduce prejudicii insemnate celor ce muncesc cu greu si cu drag.
Nu o sa lungesc aceasta idee prea mult. Esenta este clara – sper. Adaug doar ca zilele trecute am primit un email de la o persoana cu functie de conducere a unei directii de PR in cadrul unei institutii de stat. Nu o sa dau nici numele persoanei, nici al directiei – pentru ca nu ma cobor eu la acest nivel. O sa va spun doar ca este vorba despre ceva local – intr-unul dintre judetele Romaniei. Persoana in cauza avea de facut strategia de imagine a institutiei unde lucreaza si mi-a scris cerandu-mi sa ii recomand un ghid de unde ar putea afla cum se face o astfel de strategie. Bun, a scris sa ceara un sfat, ar trebui sa ne ajutam aproapele, vor spune multi. Eu spun insa ca ma doare sa aflu ca exista persoane care iata nu au nici cea mai vaga idee despre ce implica o astfel de strategie insa care ocupa functii de conducere. Poate ca nu este un loc cu foarte multi bani oferiti, insa poate este un loc unde cineva pregatit in domeniu nu a avut acces.
Si poate ca de fapt intreaga situatie – din multe domenii nu doar din PR, imagine, comunicare si marketing – are legatura si cu faptul ca nu intotdeauna persoanele care trebuie sa rezolve anumite situatii au si competente in acel domeniu.
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