Scrisul – o aptitudine necesara in PR – sau Omul de PR ca scriitor
Unul dintre lucrurile pe care un om de PR trebuie sa le faca foarte bine este sa scrie.
Da, trebuie sa stii sa scrii pe de o parte corect din punct de vedere gramatical si pe de alta parte in stilul clientului reprezentat sau al produsului. Multe sunt materialele care trebuie realizate de un om de relatii publice. De la rapoarte de monitorizare la texte de invitatii, de la texte pentru brosuri si pana la comunicate de presa, interviuri si multe-multe altele.
Pentru toate iti trebuie talent. Poate parea usor sa scrii, dar nu e deloc floare la ureche sau cel putin nu pentru cei ce nu au aceasta abilitate.
In afara de materialele care trebuie redactate amintite mai sus, abilitatea de a scrie se leaga de diplomatie si ajuta atunci cand trebuie sa oferi diverse raspunsuri la situatii nu tocmai favorabile. De fiecare data cand un jurnalist este nemultumit – sau atunci cand remarcati ca un jurnalist a scris ceva incorect sau mai rau despre dumneavoastra, agentie, companie, client, produs promovat etc. La fel sunt o sumedenie de raspunsuri diplomate pe care trebuie sa le oferiti: nu-uri categorice, clarificari etc. In sfarsit sunt o sumedenie de mesaje care trebuie construite – texte de e-mail si multe alte asemenea.
Nu pot sa nu marturisesc ca am avut contracte in care solicitarea era strict pe elaborarea unor mesaje. Trebuiau sa fie si diplomate dar si ferme si la subiect dar nici nu era un raspuns complet intrucat unele date erau confidentiale. In alte ocazii am avut colaborare in care a trebuit sa avem o discutie mai lunga si sa fie elaborate mesaje pentru persoane dificile. Cu alte prilejuri a trebuit sa cream mesaje care sa primeasca un raspuns pozitiv, iar in altele sa oferim un nu categoric intr-o anumita privinta. Cu unii avem chiar astfel de colaborari permanent – pentru in afara de aceste mesaje se aduna o sumedenie de alte tipuri de texte care trebuie sa fie realizate – si aici un element important care trebuie amintit este scrisul de articole – in spiritul unei anumite publicatii ori jurnalist, in spiritul unui produs pe diverse suporturi publicitare si asa mai departe. Noua ne place sa scriem – si in toate colaborarile pe care le-am avut nu am avut niciodata vreo nemultumire venita de la client – astfel ca lucrurile s-au imbinat perfect.
Si-asa iata se creeaza o imagine de ansamblu asupra omului de PR care este, dupa cum am spus in trecut, maestru bucatar/cofetar, diplomat, mijlocas si detectiv si scriitor dupa cum am demonstrat astazi. Si mai gasim asemanari in “episoade urmatoare”.
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