Ce se plateste in PR? – 1
Dupa n discutii cu amici si prieteni din diverse agentii (pe care le detin sau unde lucreaza), dupa n intalniri sau solicitari de oferte venite pe e-mail si dupa ani de practica imi dau seama – si n-o spun cu bucurie – ca inca nu se stie prea bine nici ce inseamna relatiile publice si nici ce se plateste in PR.
Sunt multe perceptii eronate si idei gresite – asa ca nu pot decat sa incerc sa clarific unele aspecte. Cum despre ce e si ce nu e PR am mai vorbit, o sa incep azi o serie despre ce platim in PR.
Intai de toate sa spun asa: ca precizarea cu “PRul e gratuit fata de publicitate unde platesti” este una gresita. Sa vedem de ce.
Ideea de mai sus e vehiculata in momentul in care se face diferenta intre publicitate si PR. Numai ca totul se priveste dintr-o anumita perspectiva: achizitia de spatiu. Publicitatea presupune ca daca tu ai platit un anumit spatiu, acela sa iti fie rezervat si in el sa poti pune tu ce doresti – un advertorial, o macheta etc. Platind ti se garanteaza ca informatia apare. Diferenta ar fi ca la PR nu se garanteaza aparitia. Acest lucru e perfect adevarat: relatiile publice si comunicarea inseamna ca trimiti o informatie care poate intra sau nu intr-o publicatie (in functie de diversi factori). Se spune insa ca daca intra in acea publicatie atunci totul e gratuit.
Ei bine, nu-i chiar asa.
Da, materialul intra fara sa se fi platit. De altfel atunci cand se angajeaza un om de PR sau cand se incheie un contract cu o agentie, adesea se intreaba daca au relatii in presa. Vizibilitatea in media e una foarte cautata. Dar cum ajungi sa ai acele relatii? Normal, in timp, cunoscand oamenii, vorbind cu ei, iesind cu ei si poate chiar luandu-le cate un mic cadou cu ocazia zilei de nastere sau a unor sarbatori (8 martie, Craciun etc.).
Dar aceste iesiri, aceste cadouri, intretinerea relatiei se realizeaza gratuit?!? Evident ca nu. Totul costa. Daca o agentie are niste relatii – sau si le creeaza – trebuie sa le intretina. Aceasta mentinere a unor relatii cordiale se realizeaza cu un buget (de la timp la resursa financiara directa). Banii – daca vorbim de agentie – trebuie sa vina tot de la clienti, din cash flow. Ca atare tu, client, s-ar putea sa ai parte de articole gratuite pentru ce doresti sa promovezi insa nu inseamna ca platesti doar 100 de euro pentru un comunicat. In niciun caz!
Da, cu siguranta costurile sunt semnificativ mai mici decat achizitia unor machete – insa nu inseamna ca ele nu exista. Sa nu uitam ca se spune ca nimic nu e gratuit. Chiar daca o persoana te ajuta cu ceva, gratuit, si tu va trebui sa o ajuti – si chiar si un contra-serviciu poate fi considerat plata.
Ce se mai plateste in PR vom discuta cu alte prilejuri!
Insemnari similare
cu siguranta exista optica de a lua gratis cat mai mult! am reusit sa combat aceasta optica in mai multe ocazii, aratand celor pentru care realizam campanii ca fara PR nu pot sa “vanda” nimic, pentru ca nu cumpara nimeni. Nimeni nue interesat sa cumpere de la un necunoscut. Si atunci, devine clar ca PR-ul te face cunoscut, deci “vandabil”. Cam atat, asa…acum, la prima rasuflare.
E drept ca toti ne dorim sa platim cat mai putin pentru orice. Insa nu se poate sa vorbim si despre calitate, si despre o sumedeni de activitati, si despre gratuit. Si, la fel, nici nu se poate sa pretindem altora sa faca gratuit sau foarte ieftin ce avem nevoie.
Toti au costuri – si un angajat, si un PFA, si o agentie – iar aceste costuri trebuie sustinute. La fel, daca toti se asteapta ca un PR (din agentie sau angajat) sa aiba relatii trebuie sa nu uite ca relatiile se intretin.
PS: Despre rezultate o sa scriu un post dedicat – ca si acolo sunt o tona de spus!
la romani gratis este inteles cu totul gresit;))
Termenul de PR este inca destul de neclar pentru foarte multa lume. De aceea nici nu inteleg ce se plateste in PR si de ce ar apela la una. Agentia de PR este insa indispensabila pentru RELATIILE pe care le-a dobandit ce-a lungul anilor. Cu cat agentia are mai multe relatii, cu atat este mai valoroasa, pentru ca acele relatii vor asigura transmiterea mesajului catre surse importante. Prin urmare, ceea ce se plateste sunt relatiile si efortul depun de agentie pentru a-ti face tie cunoscut mesajul.
Comentariul arata accent pe media relations – dar acestea sunt o parte (si nu extrem de mare) din ceea ce inseamna PR (de la strategie la comunicare interna si alte asemenea). In plus relatiile se mai si fac :).
Am vazut ca ati vorbit de comunicate de presa, deci nu m-am dus cu gandul la comunicare interna, mai ales ca lumea din companie nu prea intreaba ce se plateste in PR, pentru ca probabil destul de multi sunt familiarizati cu ceea ce inseamna meseria de PR :D.
Clar nu multi stiu ce e cu PR-ul asta 😛 De aceea de cand am blogul – si de dinainte, de cand am lansat PRwave (primul site din Romania dedicat imaginii, comunicarii si relatiilor publice) am mers pe educare.
In plus, continuu permanent si offline – workshopuri, traininguri si chiar si in relatiile cu clientii. Mai e mult pana departe (apropo de ce inseamna PR) si cred ca si multe agentii sau multi freelanceri dauneaza grav PRului prin anumite comportamente promovate si anumite idei.
Mai grav este cand agentii mari de PR fac gafe si apare totul in mainstream. O sa aiba lumea impresia ca asa se face PR-ul, prin actiuni nu tocmai etice (si acum ma gandeam la agentia angajata de Facebook sa “atace” Google).
Aaa….si mult succes cu site-ul PRwave 😀 !
Din pacate acela nu este singurul caz. Stiu o sumedenie de exemple si de la agentii – chiar mari – de la noi si nu numai. Pretentii de nu iti vine sa crezi – dar nu le pot spune pentru ca le stiu de la prieteni sub rugamintea de confidentialitate. Si-asa imi dau seama ca pentru unii este o mare diferenta intre aparenta si esenta.
In plus pot spune ca stiu exact cum e sa vii sa lucrezi dupa un neprofesionist dar care isi da aere de PR. Am avut asemenea clienti in trecut si primele cateva luni de colaborare tot explicam ce si de ce e intr-un fel, ce si de ce e PR, ce si de ce a fost gresit in ce li s-a spus anterior.
Multumesc si pentru urarea pentru PRwave. Sper ca 2012 sa aduca ceva nou – sa avem timp sa punem in aplicare 😉
Cred ca si meserie asta iti da un pic aer de superioritate. Numai cand zici PR si nimeni nu intelege si este si in engleza, parca pari destept :)). Oricum, pana intelegi cu adevarat ce inseamna public relations trece ceva timp. Probabil daca la facultate se juca pe telefon la cursuri, i-a fost mai greu sa inteleaga (gandindu-ma ca a facut o facultate in domeniu).
Si la cum se traduce (INCA) in unele carti si la unele filme/seriale “public relations” prin relatii cu publicul nu e de mirare. Cu alte cuvinte sunt 2 ipostaze: fie esti un soi de “cel mai tare din parcare”, fie esti intr-o postura mult mai putin avantajoasa. Depinde ce stie celalalt despre PR.
Relatii cu publicul…hmm, imi suna un pic a “tanti de la ghiseu” care vorbeste pe lumea care sta la coada :)). Am o parere prea buna despre PR ca sa traduc vreodata cu aceasta sintagma. 😀
Pai exact acea tanti e 😀 Dar… acest lucru dovedeste totusi si cam cat de bine stie lumea ce e cu PR-ul (totusi un traducator ar trebui sa stie – fie el de carte, fie el de film).
Din fericire nu prea am dat de astfel de traduceri, sau cel putin n-am sesizat (avand in vedere ca era intr-o carte nu trebuia sa mi se para nimic gresit…ca doar na, de aia citeam, ca sa aflu mai multe, deci cartea imi era superioara) 😀
Cred ca acum inteleg de ce profesorii ne dau sa citim si multe texte in engleza :-?.
Merita citite materiale si in engleza pentru ca nu toate sunt traduse la noi. Sunt si multe articole interesante, idei inedite – si trebuie cunoscute 😉
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