PR la intreg si PR la bucata
M-am decis astazi sa scriu despre un element esential ce are legatura si cu afacerile, si cu imaginea, comumicarea, marketingul. Evident si cu PRul.
O sa va infatisez asadar o analiza cu privire la PRul la intreg si PRul la bucata, precizand si situatia. Mentionez de la bun inceput ca aceasta insemnare e, ca de obicei, pornita de la elemente constatate in practica de PR si de la discutii cu alti specialisti in relatii publice.
Si-acum sa trecem la treaba.
Situatie: companie – ce trebuie vazuta ca intreg – ce are mai multe sa le spunem parti care se pot promova si singure. Se doreste insa ca intregul sa fie cunoscut, vazut bine, cautat etc. Dintre parti doar doua incearca sa comunice, sa castige vizibilitate etc.
Acum lucrurile stau astfel:
- intregul nu face nimic. Se asteapta ca lumea sa vina, sa il foloseasca doar pentru ca exista;
- partile… si ele sunt separate. Cam 2-3 fac cate ceva – 2 chiar intens. Restul insa…
Exista in mod clar o problema de imagine si de perceptie – fapt dovedit de cercetari empirice si de situatia de fapt din intreg.
Din pacate insa exista si o discrepanta intre asteptari si rezultate reale.
Nu se intelege insa ca daca nu se intreprind anumite actiuni – si daca nu se face ceva la nivel central, in mod constant nu se va ajunge prea departe. Situatia e ca in poza de mai jos:
Oricand de stralucitoare e lamaia din mijloc, nu o sa cumpar un kilogram doar pentru ea. O sa merg in alt loc unde poate ca vor fi toate stralucitoare (sau macar pe-aproape).
Atentie asadar la PRul la intreg si PRul la bucata. Implicatiile lipsei unor activitati bine realizate sunt pe termen lung si pot influenta in mod negativ firma.
Atentie de asemenea mai ales la zvonuri si parerea publicului. Se pot face multe lucruri interesante si cu beneficii insemnate – cu investitii mult mai mici daca se fac de la inceput. Nu uitati si ca uneori castanele nu pot fi scoase din foc – sau nu toate, ori nu fara niciun semn.
PRul, imaginea, marketingul nu sunt de joaca.
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