Criza sau despre succesul unei strategii bune de PR
Dupa cum s-a observat si din unele materiale aparute in rubrica Experts’ Opinion pe PRwave si legate de PR-ul si comunicarea in 2009, in acest an vom traversa o perioada de criza. Aceasta va aduce cu sine anumite prefaceri, disparitia unor firme, greutati mari pentru altele si succesul si oportunitatile ce pot fi fructificate de o alta categorie.
Daca bugetele de publicitate scad – asa cum se preconizeaza (si putem citi materiale pe subiect la Raluca Zamfir – aici si aici si la TheBride’s Weblog – aici) – este posibil ca organizatiile sa puna accent mai mare pe campanii si strategii inedite de relatii publice. Nu cred ca totul se va reduce la CSR, insa consider ca perioada de criza este numai buna pentru evidentiere.
Pentru unii poate ca afirmatia este una socanta. Altii insa isi pot da seama ca este bazata pe realitate. Cu mentiunea ca exista anumite diferente clare de la un domeniu la altul, o sa imi permit sa precizez faptul ca in acest an clientii pe care ii avem au cerut si deja lucram la implementarea unor strategii de comunicare diferite, cu impact si costuri reduse. Din pacate in acest moment nu pot intra in detalii (nefiind inca lansate campaniile), insa pot sa va spun ca idei vin si ca bugetele sunt accesibile oricui. Se poate ajunge astfel ca pentru partea de consultanta si implementare sa fie perceput un cost mai mic decat un ad intr-o editie a unui cotidian foarte citit. Exista si campanii pe termen mai lung care implica bugete ceva mai mari dar care, de asemenea, pot aduce beneficii enorme.
Inca un aspect de retinut: nu se recomanda sa existe intr-un an o campanie de comunicare de o luna-doua si atat (prin prima unui buget redus). Este esential, poate mai mult decat oricand, sa existe o comunicare constanta. In acest mod partenerii, clientii/consumatorii, furnizorii etc. sunt tinuti la curent cu activitatea firmei si cu modificarile aparute, de orice natura ar fi acestea. Nu comunicati doar in perioada de criza – dupa cum nu este recomandat sa va ascundeti in vremurile mai putin bune. Ganditi pe termen lung si nu pe moment. Nici cand porniti o afacere nu aveti in minte doar prima luna sau primele trei. Va faceti planuri (sau asa ar trebui). Stiti unde sunteti si unde va doriti sa ajungeti, avand notate si anumite puncte importante pe acest traseu. La fel si in ceea ce priveste comunicarea si PR-ul in aceasta perioada nu va ganditi doar la cum sa va promovati in luna ce vine – ci de-a lungul anului.
Este o perioada in care creativitatea in relatiile publice este solicitata. Se parcurge o perioada in care comunicarea trebuie sa fie eficienta si accesibila. Companiile de orice dimensiuni trebuie sa aiba grija la modul in care se prezinta si comunica. Agentiile trebuie sa vina cu idei – si asa cum o demonstreaza ianuarie 2009, din experienta PRwave INTERNATIONAL pot sa va spun ca se poate. Prezentarea obiectiva a situatiei prezente, stabilirea unor scopuri ce pot fi atinse si gasirea tehnicilor potrivite pentru a ajunge unde ne propunem – iata “ingredientele” acestei perioade.
Mult succes tuturor – iar eu va promit sa va tin la curent cu proiectele pe masura ce acestea devin publice. Desigur in masura in care sunteti in cautare de astfel de strategii si modalitati de a nu ramane intr-un con de umbra si de a fructifica momentul prezent va stam la dispozitie (loredana at prwave.ro).
Insemnari similare
Creativitatea si inovatia ar trebui sa caracterizeze in general PR-ul, nu numai in perioade de criza. Problema este ca majoritatea clientilor/managerilor sunt reticienti la nou/neconventional si nu au curajul sa mearga pe mana abordarilor inedite.
Intr-adevar reticenta la nou si inedit e prezenta la persoanele cu functii de decizie. De aceea multe lucruri sunt traditionale.
In fapt chiar astazi am dat un material mai diferit ca modalitate de organizare – material ce ar putea fi utilizat insa ca baza pentru materiale extinse (in domeniu sau tip interviu) insa, preluarile sunt mai greu de obtinut – tocmai datorita tipului de material. Ca atare vorbim de retincenta din doua zone distincte.
Pe de alta parte, poate ca noul poate fi adus pas cu pas. Intai ceva diferit de ceea ce o companie face in mod obisnuit, apoi ceva si mai iesit din comun si tot asa. Pas cu pas.
Noua de exemplu ne-au venit zilele acestea o sumedenie de idei – pentru unele inca nu avem clienti in domeniu :)) asa ca de aceea ideea cu idei pot veni – important este sa existe deschidere si sa se realizeze o analiza foarte buna. In fond PR-ul a fost mereu acel ceva care a generat vizibilitate prin creativitate. In timp insa multie persoane cu functii de decizie au ales sa se axeze pe organizarea de evenimente sau media relations si aparitii in media. Si de aici multe porti inchise. Dar se deschid ele 🙂
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