PRul unei companii nu trebuie sa ia vacanta
Inca de la inceput tin sa precizez ca prin PRul unei companii nu ma refer la persoana care se ocupa de aceasta activitate ci la tot ce tine de relatii publice in cadrul unei institutii. Fireste ca persoana/persoanele ce gestioneaza comunicarea si relatiile publice au dreptul la concediu ca orice alta persoana.
Consistenta si constanta trebuie sa fie prioritare. Reputatia se construieste in timp. Imaginea se creeaza si se consolideaza/intretine. Orice pauza dauneaza. Daca aflu informatii despre o companie o data la 3-5 luni nu ajuta cu mare lucru. “Ochii care nu se vad se uita” este un proverb care isi pastreaza valabilitatea si in afaceri. Despre avantajele comunicarii constante am mai scris si aici astfel ca nu reiau informatiile de acolo.
Economia se face cu cap. Intr-adevar, mai ales in cazul in care activitatile de relatii publice sunt externalizate catre o agentie, a lua o pauza din aceste activitati – ajungand pana la a reduce la 0 PRul companiei pe timp de vara – aduce o economie. Aceasta poate fi mai mult sau mai putin semnificativa pentru companie din punct de vedere al costurilor in functie de bugetul agreat. Impactul insa poate fi mult mai mare. Poate ca se face o economie de cateva sute de euro insa se pierde mult mai mult la nivel de imagine, impact etc. Multi au accentuat in aceasta perioada importanta promovarii eficiente. In consecinta intr-adevar nu trebuie sa se arunce banii pe fereastra nici la nivel de publicitate, nici pe parte de PR. In aceasta nu inseamna ca trebuie sa se taie acele activitati cu totul. Chiar m-a amuzat ca de la inceputul crizei am vazut cateva companii – mai mari sau mai mici – care au desfiintat cu totul departamentul de marketing sau pe cel de comunicare.
O fi bine, o fi rau?
Nu mai bine mai negociezi pretul activitatilor sau ce se face concret – decat sa renunti la activitati cu totul? Cat de usor iti va fi sa iti revii dupa o lunga pauza? Si cum va fi raportul asteptari/rezultate?
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