Cati trimiteti acelasi comunicat? – alta greseala de PR
Speram sincer sa nu mai am despre ce greseli de PR sa vorbesc. Dar… nu-i asa… vrutul e la liber. Asa ca iar am o tolba plina de subiecte. Ca sa nu le amestec o sa ma opresc azi la o greseala de PR care este evident legata de… comunicatele/materialele de presa.
Ca mica paranteza o sa zic ca ajunge acest comunicat de presa in categoria Greseli de PR sa fie precum castravetele in sceneta interpretata de Florin Piersic. Sa revin insa.
Un comunicat se trimite o singura data de o singura persoana desemnata. Este un element de bun simt si respect si pentru jurnalisti. Se poate retrimite – cu mentiunea ca e retrimitere – daca:
- s-au strecurat greseli (un nume scris gresit, date incorecte etc.) – se mentioneaza ca e erata/comunicat retrimis si se subliniaza eroarea pentru a fi usor de corectat;
- s-au primit emailuri de la mai multi destinatari care sa precizeze ca nu au putut deschide documentul – se precizeaza ca e retrimitere intrucat mai multe persoane au semnalat probleme in deschiderea fisierelor atasate.
In colaborarea agentie-client se alege cu grija cine trimite comunicatul si doar acea parte trimite, o singura data. Nu se trimite acelasi material si de agentie si de client. Daca se stabileste ca de trimiterea comunicatelor se ocupa clientul, atunci doar el trimite; daca agentia e aleasa pentru diseminarea informatiei, doar ea trimite. In niciun caz nu trimit amandoi si la ore diferite. Pe termen lung cineva pierde: cel ce trimite informatia a doua oara, mai ales daca face acest lucru in mod constant, va pierde. Dupa cateva astfel de retrimiteri, jurnalistul nu va mai citi ce trimite acea persoana/agentie/companie. Nu conteaza daca o data trimite compania comunicatul si alta data clientul. Chiar nu conteaza – daca un comunicat e trimis o singura data.
Un caz particular al situatiei de mai sus se intalneste atunci cand agentia are o baza de date si clientul spune ca are alta – dar nicio parte nu e de acord sa o dea celeilalte parti. In acest caz recomand totusi sa se treaca peste orgolii si alte asemenea si baza de date sa fie compilata – sau macar sa se ajunga in situatia in care clientul spune exact cui trimite el – macar publicatii – astfel incat agentia sa nu mai trimita la acea publicatie si sa evite astfel duplicarea informatiei.
In interiorul unei agentii/unui departament al unei companii se desemneaza clar persoana ce trimite un anumit comunicat. Este inadmisibil ca un comunicat sa vina la ore diferite si de la persoane diferite (mai ales cand se stie ca nu au fost probleme la trimiterea initiala). Este nu doar un semn de lipsa a respectului pentru timpul jurnalistului ci si un semn de intrebare ridicat cu privire la eficienta acelei agentii. Se presupune ca in interior se comunica si se alege clar cine de ce se ocupa.
Recunosc ca si acest post este scris in urma constatarii acestei greseli de relatii publice la mai multe companii si agentii. Nu e o situatie singulara si pot doar sa va spun ca am intalnit greseala de PR si la firme/agentii mai mici dar si la nume mari, cu pretentii. Un pic de atentie nu strica.
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