Drojdia proaspata nu e uscata
Sa spunem ca trebuie sa preparati ceva. Nu conteaza daca sunteti domn sau doamna pentru ca trebuie doar sa puneti niste ingrediente intr-un aparat in ordinea precizata in reteta si apoi sa asteptati ca produsul sa fie gata. Sa consideram ca trebuie sa si cumparati ingredientele – si unul dintre ele este drojdia. Ei bine e de dorit sa stiti daca trebuie sa luati drojdie proaspata sau uscata – intre ele fiind totusi o diferenta semnificativa. Nu puteti pune de exemplu 3/4 dintr-un pachet de drojdie proaspata crezand ca va avea acelasi efect precum 3/4 dintr-un pachet de drojdie uscata.
Sa trecem insa la afaceri si pr – intrucat acesta nu este totusi un blog culinar. Ideea din paragraful anterior isi pastreaza insa valabilitatea: trebuie sa fiti intotdeauna atenti la “ingredientele” pe care le utilizati atunci cand “preparati” “o reteta” (un plan, o strategie etc.). Mai mult, trebuie sa acordati o mare atentie si ulterior, in momentul implementarii acelei strategii, punerii in practica a acelui plan etc.
In situatia in care planul este elaborat de anumite persoane si este implementat de altele – din cadrul aceleiasi companii – lucrurile sunt destul de simple – intrucat se poate usor pastra legatura cu persoana care a gandit strategia/planul. Cand insa o agentie este angajata sa propuna un plan si clientul ramane in ipostaza de a-l implementa atunci lucrurile pot fi mai complicate.
Apar doua aspecte relevante: pe de o parte compania trebuie sa ceara cat mai multe detalii despre modalitatile in care strategia trebuie sa fie implementata (strategia trebuie sa fie clara si usor de utilizat de catre companie), iar pe de alta parte agentia trebuie sa gandeasca din perspectiva clientului care probabil nu are aceleasi idei (din moment ce a ales sa colaboreze cu o agentie).
Unii vor spune ca ideea ca o agentie sa realizeze strategia si clientul sa o implementeze nu este buna. Intr-adevar este de dorit ca agentia sa si implementeze planul/strategia. In conditiile in care compania nu isi permite sa plateasca si o taxa lunara pentru o agentie poate externaliza realizarea strategiei catre o agentie (si idei bune pot veni si de la agentii mari si de la agentii mai mici – cu costuri diverse in functie de marimea agentiei) si sa incerce sa implementeze intern strategia.
Intotdeauna insa cei ce se afla in zona implementarii trebuie sa acorde o deosebita atentie elementelor componente ale unei actiuni. A inlocui cu ceva care nu are aceleasi caracteristici si a nu adapta (include consecintele survenite ca urmare a diferentelor caracteristicilor fata de planul initial) intreaga actiune/plan conform noilor specificatii poate aduce reale prejudicii.
Drojdia proaspata nu e uscata si invers!
Insemnari similare
Si uite asa vezi ce face PR-ul din om! Pleci de la gatit si tot la lectii de PR ajungi 😛 Revenind, ai mare dreptate, de multe ori se pleaca de la idea ca ustensilele, ingredientele si cuptoarele se pot inlocui cu cate ceva, fara sa afecteze rezultatul. Ca sa pastrez ideea ta, sa ne gandim ce se poate intampla cand un vas de metal si nu de sticla ajunge intr-un cuptor cu microunde 🙂
Orice schimbare intr-un plan bine definit trebuie urmata de analiza implicatiilor ei, de modificari si adaptari, altfel sigur ardem mancarea 🙂
Ultimul post al Alina Popescu: WoBM on 101 Women Bloggers to Watch List for 2009
Sau incerci sa gasesti analogii care sa poata fi cat mai clare pentru cat mai multa lume. Remarc in ultima perioada o sumedenie de elemente care sunt de baza, elementare, de bun simt de fapt, ignorate cu desavarsire – de PR-i si oameni de afaceri sau care se ocupa de gestionarea unor proiecte de diverse dimensiuni.
Chiar ma uitam ca scriam mai demult ca e de dorit sa se evite titlurile kilometrice – si de ce nu sunt bune acestea – si chiar acum 2 saptamani am primit o stire cu un titlu de 3 randuri – care a si aparut asa pe site-urile de comunicate. La PRwave a fost adaptat dar…. Si atentie: stirea apartinea unei agentii foarte cunoscute.
Aparent nu are legatura aceasta precizare a mea cu subiectul de azi – dar de fapt exista una, si inca una importanta: ca scriu pentru ca poate se va constientiza mai mult ca exista elemente ce trebuie luate in calcul si ca acestea se regasesc in absolut orice domeniu in care se realizeaza activitati de PR si comunicare. Si marturisesc ca am primit si aprecieri 🙂 si ca au fost si oameni care mi-au spus ca si-au dat seama ca au gresit in anumite aspecte si ca pot acum corecta unele elemente.
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