Reputatie online – creare, intretinere si aparare
Mediul online ofera posibilitatea oricui sa isi exprime parerile (cu cateva exceptii in anumite culturi si tari). Sa vorbim insa despre majoritate. Ne putem exprima idei, pareri, putem lauda, putem critica obiectiv sau subiectiv. Oricine vrea poate insa arunca cu noroi – cu sau fara baza reala.
Se ajunge astfel in situatia de a cauta permanent noile lucruri aparute online despre o anumita persoana, directorii companiei, organizatie in sine astfel incat sa existe o viziune de ansamblu asupra celor spuse.
Creare reputatie – evident ca orice are legatura cu a crea implica efort, creativitate. Se poate colabora cu unele agentii specializate pe comunicare online – care sa identifice toate elementele utile intr-o anumita situatie si sa propuna strategii viabile pe care sa le si implementeze. Pot exista si persoane in cadrul companiei care sa se ocupe de reputatia companiei sau a unor membri ai sai in zona online. Desigur ca orice se creeaza trebuie intretinut cu grija si atentie, ca orice imagine online trebuie gestionata in timp si ca lucrurile comunicate online trebuie sa fie in deplina concordanta cu realitatea si cu reputatia construita prin “mijloace traditionale”.
“Cele bune sa se adune, cele rele sa se spele” se spune, insa online cine “curata” reputatia atunci cand apar informatii negative online?
Evident au aparut companii care se ocupa de acest lucru. Puteti citi un articol interesant pe tema chiar in editia de astazi a ziarului Cotidianul, in articolul Spalatorii reputatiilor pierdute pe net. Dupa cum usor se remarca strategiile de aparare a imaginii sunt diverse: unii ii contacteaza pe cei ce au scris “de rau” si ii roaga sa inlature acele insemnari (daca sunt bloggeri); altii creeaza o adevarata panza intre linkuri cu elemente si informatii, comentarii pozitive – pentru ca informatia negativa sa fie impinsa in paginile urmatoare atunci cand se cauta ceva pe Google.
Este important fireste ca inainte de a accepta un caz sa se verifice daca nu cumva acele lucruri mai putin pozitive sunt reale – situatie in care nu ar fi etica preluarea cazului – asa cum mentiona chiar un reprezentant al unei companii (care spunea ca au mai multe cazuri pe care le refuza in comparatie cu cele pe care le accepta).
Costurile apararii reputatiei online sunt destul de ridicate – si implica unele campanii pe mai multe luni. Sistemul de tarifare difera de la o companie la alta in functie de modalitatea de aparare stabilita ca procedura interna (fiecare cu plusuri si minusuri).
Cei de la astfel de companii se numesc noii PR-isti – tinand cont probabil de impactul pe care il are o informatie mai putin buna aparuta online. Desigur ca rolul lor este important – insa de asemenea sigur ca “PR-istii traditionali” nu vor disparea. Evident de asemenea este faptul ca exista riscul ca unele companii sa nu fie atat de etice si sa accepte si cazuri cu informatii negative insa adevarate.
Ce parere aveti despre acest tip de firma, comunicare, PR?
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This chapter presents a working model of L2 intonation learning, the L2 Intonation Learning theory (LILt), which ultimately aims to account for the difficulties that L2 learners encounter in producing L2 intonation. The model works on the premise that cross language differences in intonation can occur along four intonation dimensions, and that this, along with some general assumptions and hypotheses on L2 intonation learning, can predict where L2 deviation is likely to occur. The four dimensions LILt recognises are (i) the systemic dimension, which refers to the inventory and distribution of structural phonological elements; (ii) the realisational dimension, which refers to the way the systemic elements are phonetically implemented; (iii) the semantic dimension, which refers to how systemic elements are used to signal intonation function; and (iv) the frequency dimension, which refers to the frequency of use of the structural elements. The existing evidence for the occurrence of L2 intonation deviation in each of these dimensions is examined, and some generalisations and hypotheses derived from research on L2 intonation is presented. These generalisations and hypotheses will allow for future testing of this theoretical model.
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