sarCevi

PR: ganmartebebi PR: zogadi istoria PR: qarTuli sinamdvile vin moigona PR PR da pirveli Sesworeba aSS-s konstituciaSi specializebul asociaciebs Soris unda gamovyoT Semdegi organizaciebi: PR-is amerikuli sazogadoebis mier miRebuli oficialuri debuleba PR secialistebis moRvaweobis sfero katlipis mixedviT (10 kategoria) PR-is 6 principi artur peijis mixedviT warmatebis aucilebeli kriteriumebi PR-is warmatebis ganmapirobebeli faqtorebi CamonaTvali bili kantoris mixedviT 5 meTodi swrafi warmatebisaTvis(riCard longis mixedviT) aucilebeli moTxovnebi... PR-is integraciis procesis ,,7 momakvdinebeli codva” (safrTxe robert dailenSnaideris mi-

xedviT) organizaciis centraluri aparatis roli PR-is samsaxuris saqmianobaSi organizaciis PR-is Sida ganyofilebisaTvis damaxasiaTebeli 4 upiratesoba mizezebi, romlebmac SeiZleba ubiZgos organizacias, daxmarebisaTvis mimarTos sakon-

sultacio firmas(6 mizezi Cester bergeris mixedviT) PR firmis SesarCevi anketa rogor SevarCioT PR saagento da SevafasoT misi saqmianobis Sedegi rogor SevTavazoT PR momsaxureba klients rogor movaxdinoT zegavlena piradi komunikaciis dros masobriv informaciis saSualebebSi masalis gamoqveynebis vadebi (magaliTi) sakontrolo kiTxvebis sia, riTac unda daiwyos nebismieri kvleviTi proeqti (mag.) sakontrolo furceli krizisuli komunikaciisaTvis (magaliTi) momzadebis kriteriumebi da meTodebi programis realizaciis Sefasebis kriteriumebi da maTodebi kavSirebi klientebTan da ,,marketinguli kompleqsi’’ ZiriTadi dadebiTi Sedegis CamonaTvali(PR-is socialuri valdebulebebis kuTxiT) sami ZiriTadi uaryofiTi Sedegi(socialurad upasuxismgeblo PR-is SemTxvevaSi) PR-is samoRvaweo mimarTulebebi msxvil kompaniaSi PR-is saqmianobis mimarTulebebi 25 Tezisi PR-is efeqturobis problemebze 30 saSualeba treninguli da konsaltinguri momsaxurebis winsvlisaTvis 32 saSualeba Seni organizaciis axali ambebis Sesaqmnelad profesiuli statusis maCveneblebi umaRlesi ganaTleba kolejis reqtoris roli PR-is sferoSi 5 sabaziso sfero PR-ganaTlebisaTvis rekomendebuli saswavlo gegma... sazogadoebasTan urTierTobis Teoria da praqtika(samagaliTo programa) pressaagento masmediasTan urTierTobis wesebi marTebuli RonisZieba presisaTvis sainformacio paketi presisaTvis struqturirebuli informaciis Seqmna(8 ZiriTadi etapi sasargeblo informaciis Seqmnisas) informaciuli dizaini(informaciis miwodebis 5 oqros wesi) 10 rCeva biznesSi warmatebis misaRwevad 6 kiTxva TviTSefasebisaTvis 12 faseuloba maiers-brigsis maTodi adamianze zemoqmedebis 12 pozitiuri xerxi urTierTobebis SenarCunebis 6 xerxi 12 dabrkoleba ,,nayofieri’’ urTierTobisaTvis fsiqologiuri faqtorebi Cveni qmedebis ganmsazRvreli 4 ZiriTadi faqtori

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25 araverbaluri komunikaciuri Jesti profesionalizmi

PPPR marketinguli komunikaciis sistemaSi marketingi da PR socialur-eTikuri marketingi marketingisa da PR-is kompleqsi integrirebuli marketinguli komunikaciebi saqonlis Ffablisiti PPR_reklama

miznobrivi auditoriebi da komunikaciis ZiriTadi kanonebi korporaciuli gzavnili miznobrivi auditoriis ierarqia

komunikaciis ZiriTadi kanonebi* aRqmis doneebi * sakomunikacio modeli* stereotipebi* aRqmis fsiqologiuri Taviseburebani

kvlevebi PRP-SiPR kvlevebis miznebi, meTodebi da formebi* PR-Si kvlevaTa miznebi* kvlevis meTodebi da saSualebebi Public Relations-Si* kabineturi kvlevebi* savele kvlevebi* gamokiTxvis ZiriTadi saxeebi anketuri gamokiTxvebi safosto gamokiTxvebi piradi interviu satelefono interviu interaqtiuli gamokiTxva eqspertuli gamokiTxva situaciuri gamokiTxva problemuri gamokiTxvebi paneluri gamokiTxvebi fokus-jgufebi sakomunikacio auditi kvlevebis ZiriTadi saxeebis momzadebisa da Catarebis teqnologia mis kontent-analizi gamokiTxvebi SerCeva SemTxveviTi SerCeva martivi SemTxveviTi SerCeva sistematuri SemTxveviTi SerCeva SemTxveviTi SerCeva socialuri jgufebis mixedviT analitikuri(araSemTxveviTi) SerCeva ZiriTadi sicialur-demografiuli maxasiaTeblebi anketis Sedgena anketis struqtura Sesavali anketis preambulis magaliTi ZiriTadi nawili Ria da daxuruli kiTxvebi Ria kiTxvebi daxuruli kiTxvebi pirdapiri da iribi kiTxvebi piradi da arapiradi kiTxvebi ZiriTadi da sakontrolo kiTxvebi

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anketis Seqmnis sabazo principebi anketis dakabadoneba safosto gamokiTxvebi piradi interviu satelefono interviu interaqtiuli gamokiTxva eqspertuli gamokiTxva situaciuri gamokiTxvebi problemuri gamokiTxvebi paneluri gamokiTxvebi fokus-jgufebi

Sedegebis Sefaseba* kvlevis magaliTi* biznesis socialuri pasuxismgebloba(fond ,,horizontis’’ kvleva) menejmenti PR_Si* dagegmva PR-Si* PR miznebis menejmenti* PR koncefciis momzadeba* PR departamenti, ganyofileba, pres-samsaxuri* biujeti* urTierTobis damyarebis wesi top-menejmentTan* PR amocanebi* moTxovnebi PR profesionalis mimarT PR-is sabazo dokumentebisabazo PR dokumentebi mis-Tan urTierTobebisas* presrelizi* sainformacio werili (backgrounder)* faqtobrivi cnoba* Teatraluri sainformacio saagento* biografia* gancxadeba presisaTvis* pres_kiti* TavSesaqcevi statia(feature)* rogor vqmnidi internet maRazias* ambavi cxovrebidan* saavtoro werili* nu SegviSliT xels!* mimoxilviTi werili* rogor ar davikargoT sadazRvevo sivrceSi* interviu

sabazo dokumentebi partniorebTan da klientebTan urTierTobisas* broSurebi* flaerebi* folderebi* wliuri angariSi

kompaniis korporaciuli PR dokumentebi* korporaciuli gamocema* horizontaluri wesiT gavrcelebuli gamocemebi* korporatiuli gazeTebi da Jurnalebi* fogis indeqsi* fleSis formula* daskvna mis-_Tan urTierToba* presasTan urTierTqmedebis principebi

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* fablisiTis faseuloba * presasTan muSaoba* mis_Ta masalebis gadabeWdva* zari JurnalistTan* interviu* preskonferencia* wamyvani* monawileebi* presturi* JurnalistTa baza

urTierToba personalTan

Sromis motivacia*maslous moTxovnilebaTa ierarqiis Teoria*ori faqtoris Teoria*molodinis Teoria*Tanasworobis Teoria*personalTan urTierTqmedebis principebi*korporaciuli filosofia da istoria(legenda)*kompania ,,jonsoni & jonsonis” kredo*personalTan muSaobis sakomunikacio teqnologiebi*formaluri komunikaciebi*beWdviTi masalebi*korporaciuli movlenebi*gancxadebebisa da informaciis dafa*araformaluri komunikaciebi*Worebis da xmebis gavrcelebis wesebi urTierTobebi investorebTanInitial Public Offering (IPO _aqciebis pirveladi sajaro ganTavseba)*kompaniis aqtiuroba winasaregistracio periodSi(Pre-registration)*IR-is miznebi winasaregistracio periodSi*kompaniebis aqtiuroba registraciis periodSi*gancxadeba registraciis Sesaxeb*Due Diligence*Road Show*saregistracio procesis ganrigi

PR da internetiinternet qselis upiratesobaveb-gverdiCeTieleqtronuli fostaurTierToba mis-Tan internetis meSveobiTsaqonlis promouSeni internetSiinterneti, rogorc krizisuli situaciis daregulirebis instrumentiinterneti, rogorc masobrivi informaciis saSualebamasalebis dawera internetisaTvis sajaro gamosvlebi da spiCraitingi*ritorikuli xerxebi*audiovizualuri masalebi*spiCraitingi sponsoringi da fandraizingi

sponsoringi*miznobrivi auditoriebi da sponsoruli efeqti*fandraizingi

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*fond ,,evraziaSi’’ warsadgeni gancxadebis nimuSi*komerciuli sponsorebis moZieba specialuri RonisZiebebi

*specialuri RonisZiebebis organizacia*mrgvali magidebis, seminarebis organizeba da Catareba*gamofenebSi monawileoba da sakuTari eqspoziciebis organizeba*prezentacia*gaxsnis ceremonia*miReba*Ria karis dRe*konferencia krizisuli situaciebis marTva

dagegmva*siZneleebi, rasac awydeba kompania krizisis warmoSobisas*krizisze efeqturi reagirebis Taviseburebebi*Secdomebi, romelsac uSveben kompaniebi

*savarjiSoebi *PR-samsaxurisaTvis tipuri samuSaoebis nusxa *PR-is tipuri obieqtebis CamonaTvali *savarjiSoebi *klientebis tipuri uaryofiTi stereotipebisa da maTi gaZlierebis meTodebis CamonaTva-li(nusxa) *uaryofiTi stereotipebis gaZlierebis meTodebi, anu rogor aRviqvaT skandali *klientebis tipuri dadebiTi stereotibebisa da maTi gaZlierebis meTodebis nusxa *dadebiTi stereotipebis gaZlierebis meTodebi *pozicionireba, rogorc stereotipebis sistema *pozicionirebis doneebi *segmentireba *savarjiSoebi *pozicionirebaSi sakontrolo kiTxvebis CamonaTvali *sareklamo komunikaciis resursebi *resursi & nakadebi *reziume *savarjiSoebi *PR da reklamis saSualebebi *PR –saSualebebi (400-ze meti dasaxeleba) *calkeuli magaliTebi *pirdapiri reklamis saSualebebi(300 dasaxelebaze meti) *calkeuli magaliTebi *safirmo standartebis elementebi *pirdapiri reklamis tipiuri kompoziciebi *reziume

xaverdovani omebiinterviuebi

sakanonmdeblo aqtebis cnobari PR specialistebisaTvis

saerTaSoriso dokumentebi

qvelmoqmedeba

*amerikelebis 90% qvelmoqmedebas eweva*ra xdeboda da ra xdeba ruseTSi

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aucilebeli ganmartebebi

*PR terminologia*media terminologia *sxvadasxva terminologia

PR sibrZnis kvaldakval

internet resursi

savaraudo pasuxebi

gamoyenebuli literatura

calkeuli magaliTebi

*qvelmoqmedeba

henri rotSildma, ganaTlebiT qirurgma, parizSi daaarsa `kargi rZis instituti~, romelic eqi-mebs sruliad ufasod urigebda rZes siebis mixedviT, maT, visac es sWirdeboda. am saqvel-moqmedo saqmianobam is parizSi erT-erT yvelaze popularul milionerad aqcia.

*premiebi

maRazia `iv roSe~ (safrangeTi) klients sTavazobs premiis Tavad SerCevas, romlis zomac damokidebulia daxarjul Tanxaze: patara sarke, cxvirsaxoci, safule da a.S.

*prizi da antiprizi

`mwvaneTa partiam~ saxelmwifo CinovnikebisaTvis, romelTac maqsimaluri ekologiuri zi-ani miayenes, daaweses prizi – brakonierebis mier mokluli losis didi Zvali.

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*provokacia

kaliforniaSi sazRvao dazvervis maiori jorj jililendi ukve mravali weli zedized atarebs aseT cdas: sanadiro sezonis dawyebisas, roca avtomobilebis mZRolebis umravlesobas Tan sa-nadiro iaraRi aqvs, avtostradis napiras dgams TeTrkudiani irmis fituls. Tavad safarSi ima-leba fotoaparatiT. meore dRes fitulze ukve 400-ze meti natyviaria da irgvliv uamravi mi-zans acilebulityvia.

*Sekveca

firma YNL-s reklamistebs ekuTvniT idea, maqsimalurad gaamartivon `referendum-93~-is mTavari mizani, daiyvanon is myvirala lozungze `ki, ki, ara, ki~ da am saxiT gauSvan yve-la satelevizio arxze.

*socialuri movlena

axali wesi gaCnda valensiaSi mdebare espanur sastumro `Astoria Palace Hotel~-Si. yove-li wlis ivlissa da agvistoSi am sastumros nomris fasi gansazRvruli iqneba saSualo dReRa-muri temperaturiT. Tu gareT ara umetes 32 gradusi siTboa, maSin nomris fasi iqneba 32 evro, Tu temperatura 19 gradusamde daecema, fasic 19 evromde Semcirdeba (e.i. erTi evro Seesabameba 1 graduss). yvelaferi rom patiosnad iyos, yoveldRiurad, dRis 3 saaTze, erT-erTi mdgmuri Seamowmebs temperaturas da mis Sesaxeb danarCenebs Seatyobi-nebs. idea martivia: Tu turists amindSi ar gaumarTlebs, fuls mainc dazogavs. *firmis misia da principebi

`mevenpikis~ restornebisa da sastumroebis qselSi mravali wlis ganmavlobaSi SesasvlelSi aris spilenZis dafa, romelzec miTiTebulia firmis saqmianobis principebi:

1. Cven ukompromiso varT, roca saubaria maRali xarisxis nawarmis moTxovnaze, ro-melsac vyidulobT da vyidiT;

2. Cven mier SemoTavazebuli asortimenti mravalferovania da aris gulwrfeli optimiz-mis gamoxatuleba;

3. Cven vicavT higienis yvela normas;4. Cvens restornebSi sasiamovno atmosferoa da yvelas dasvenebisTvis ganawyobs;5. yvelaferi, risi dazogvac SegviZlia Sromis kargi organizebiT, unda iyos Cveni klien-

tebis sasargeblod, Cvens momsaxurebaze fasebis Semcirebis saxiT;6. yvelaferi, rasac stumrebs vTavazobT, Cveni siamayis sagania;7. Cven vcdilobT saqmis akuratulad da koreqtulad gakeTebas:8. Cven klientebs zrdilobianad da sifrTxiliT vepyrobiT;9. gvinda, rom Cvenma momsaxureebma stumrebs asiamovnon kargi ganwyobiTa

da TavazianobiT;10.Cvens yvela wamowyebaSi unda Candes axali azrebi.

vin moigona PR

dRes sityva `piari~ Zalze xSirad gamoiyeneba, magram arcTu ise bevrma icis misi ga-momgoneblis Sesaxeb, romelmac aswavla qalebs sigaretis moweva da amerikelebis sayva-rel kerZad aqcia Semwvari kvercxi bekoniT.

rodesac Jurnalistebi midiodnen edvard bernaizTan intervius asaRebad, isini Tavdapirve-lad xvdebodnen holSi, sadac uamravi fotosuraTi iyo gamofenili. maTze aRbeWdili iyvnen bernaizi da froidi, bernaizi da karuzo, bernaizi da ruzvelti. es did STabeWdilebas axdenda stumrebze, xolo maspinZels uadvildeboda maTi STagoneba. amgvaradve epyroboda is amerikis danarCen mosaxleobasac.

amerikaSi edi 1893 wels moxvda. maSin is 2 wlisac ar iyo. mamamisi, venaSi moRvawe komersanti, eli bernaizi, dajildoebuli iyo arabunebrivi intuiciiT – anSlusamde da sakoncen-tracio banakebamde didi xniT adre is daJinebiT amtkicebda: `ebraelebs am qveyanaSi ar acocxleben, unda wavideT!~. meuRle, ana, mudmivad ekamaTeboda mas: misi Zma zig-mund froidi fsiqiatrad muSaobda, rac maTi gadarCenis wyaro gaxdeboda. bolos da bolos ojaxSi moxda ganxeTqileba: edis 4 didan orma uari ganacxada amerikaSi gamgzavrebaze da mogvianebiT sicocxle daasrula mauthauzenis banakSi. edis azri aravis ainteresebda, is

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ubralod moaTavses gemze, rogorc erTgvari bargi. rodesac horizontze Tavisuflebis qandake-ba gamoCnda, patara edim gaiRima da fumfula TiTi misken gaiSvira. amerika mas imwam-sve moewona.

gadioda wlebi, eli swrafad gamdidrda. is marcvleuliT vaWrobda, magram erTaderTma vaJiSvilma imedebi gaucrua. ucnauri iyo, magram edis enatreboda didi xnis win daviwye-buli venis bulvarebi. is giJdeboda operasa da Strausis valsebze. am sisuleleebis Tavidan amosagdebad mamam is universitetSi gagzavna... soflis meurneobis Sesaswavlad. damjere Svilma iq sami weli gaZlo, magram Semdeg bruklinis gaqvavebul junglebSi gaipara. gaRizi-anebulma mamam uari Tqva Svilis rCenaze da udardel cxovrebas SeCveuli edi iZulebuli gaxda, sakuTar Tavze, Tavad ezruna.

Tavdapirvelad is Cavida evropaSi, sadac gaicno biZia zigi, romelsac am droisaTvis colad hyavda edis mamida marta, marta bernaizi. edvardze didi STabeWdileba moaxdina froidis `koleqtiurma aracnobierma~, rogorc adamianTa qcevis ganmsazRvrelma. froidi mTeli cxov-rebis ganmavlobaSi darCa edisaTvis avtoritetad. garda amisa, masze didi gavlena moaxdi-na frangma filosofosma lemonma, romelic demokratiis mgznebare mowinaaRmdege iyo. is amtkicebda, rom brbos ar SeeZlo azrovneba da mis dasarwmuneblad unda mivmarTavdeT ara gonebas, aramed qvecnobier instinqtebs.

aseTi inteleqtualuri bagaJiT dabrunda edi saxlSi da gaxda `sareklamo agenti~ brodveize, sadac uamravi megobari gaiCina. erT-erTi maTgani iyo msaxiobi beneti, romelmac dadga piesa, saxelwodebiT `gafuWebuli saqoneli~. piesa mogviTxrobda meZavebis Sesaxeb. im drois puritanul amerikaSi savsebiT SesaZlebeli iyo, es piesa aekrZalaT da benetma daxma-rebisaTvis bernaizs mimarTa. eduardma arastandartuli gamosavali moZebna: imis nacvlad, rom esaubra piesis Rirsebebze, man Camoayaliba veneriul daavadebebTan mebrZoli sazo-gadoebrivi fondi. am fondis sxdomebze, sxvaTa Soris aRiniSneboda xolme, rom piesa `gafu-Webuli saqoneli~ Tamamad warmoaCens sakiTxs prostituciis problemebTan dakavSirebiT. Sedegad, benetis Teatrs xalxis didi nakadi moawyda. interesi imdenad Zlieri iyo, rom polici-am veRar gabeda speqtaklis daxurva. bernaizma sworad gansaja: saqonels unda aqebdes ara gamyidveli, aramed viRac sxva. es azri gaxda is qvakuTxedi, romelzec dafuZnda bernai-zis `imijis gayidva~. edvardi mihyva mZlavr dinebas, romelic gaCnda imdroindel amerikaSi, rodesac msxvili biznesmenebi seriozulad dafiqrdnen TavianTi saxis gakeTilSobilebaze. am saqmis pionerad mogvevlina Jurnalisti aivi li, romelmac moaxerxa yvela amerikelisaTvis sa-Zulveli rokfeleris imijis gamosworeba. bolos li misma sixarbem da uprincipobam daRupa, xolo bernaizis Tvalebi patiosnebiT ubrwyinavda: man moaxerxa Tavisi kolegebis darwmu-neba, rom igi muSaobs demokratiis sakeTildReod, SesaZloa mas Tavadac sjeroda amis.

mis mier Seqmnil xelobas ewoda Public Relations, ubraloebisaTvis PR, xolo Tavis Tavs uwoda piarmeni. dRes misi mimdevrebi upiratesobas aniWeben termins `spin-doqtori~, ro-melic warmodgeba sityvidan spin (brunva). isini atrialeben faqtebs sasurveli rakursiT da manipulireben amerikelebis sazogadoebrivi azriT TavianT neba-survilze. amasve eswrafvo-da edi. 1915 wels man daafuZna sakuTari kompania (kantora), sadac 5 adamiani muSaob-da, maT Soris iyo doris fleiSmani, 25 wlis simpaTiuri gogona, romelsac saSinlad awvalebda idea qalTa uflebebisaTvis brZolis Sesaxeb. es brZola dorisma sruliad bunebrivad daasrula Sefis loginSi, edim is Tavisi iumoriTa da evropuli manerebiT moxibla. es kavSiri sicocxlis bo-lomde gagrZelda, Tumca isini mxolod 5 wlis Semdeg SeuRldnen. bernaizma Tavisi saqorwi-no ceremonia PR-RonisZiebad aqcia: axaldaqorwinebulebi dasaxldnen sastumro `uoldorf-astoriaSi~ da am dawesebulebis istoriaSi pirvelad daregistrirdnen sxvadasxva gvariT, ris Sesaxebac werda yvela gazeTi.

20-iani wlebi `oqros aTwleuli~ gaxda PR-saTvis, romelmac advilad daipyro amerikelTa ubiwo goneba. magram didi xniT adre edvardma moawyo uCveulo aqcia – aSS-Si rusuli ba-leti Camoiyvana. diagelevis `rusulma sezonebma~ ukve moaxdina furori parizSi, magram amerikelebi, tradiciisamebr, balets `garyvnilTa xelovnebad~ Tvlidnen. bernaizma Cveuli meTodebi gamoiyena: gastrolebamde didi xniT adre daiwyo gazeTebSi iseTi statiebis publi-kacia, sadac dadebiTad iyo warmoCenili baleti da gansakuTrebiT rusi mocekvaveebi. rode-sac mas aukrZales SiSvelfexeba balerinebis fotoebis gamoqveyneba garekanze, man advi-lad ipova gamosavali fotoebidan fexebis amoWriT. Sedegad, rodesac niJinskim da karsavi-nam fexi daadges amerikis napirs, maTTvis niadagi ukve Semzadebuli iyo. bileTebis mosa-poveblad rigebi kilometrze iyo gaWimuli, xolo milionerebi erTimeoris miyolebiT agzavnid-nen TavianT qaliSvilebs sabaleto skolaSi.

imave meTodis gamoyenebiT bernaizma daarwmuna amerikelebi, rom bekoni saukeTe-so sauzme iyo. man gamoaqveyna cnobili eqimebis statiebi, xolo maT gverdiT ganaTavsa popularuli adamianebis fotoebi, sadac aRbeWdili iyo maTi sauzmis procesi. sufris centrSi, ra

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Tqma unda, moTavsebuli iyo Semwvari kvercxi bekoniT. Semdegi proeqti bernaizs daukve-Ta kompania `United Fruit~-ma, romelsac bananis gayidvebis gazrda surda. bernaizma am kompaniis poziciebis gasamyareblad gamoaqveyna viRac giJis statia, sadac avtori am-tkicebda, rom banani aneitralebs organizmSi arsebul glutenebs –saWmlis monelebis proce-sis Semaferxebel nivTierebebs. sul male am statiis WeSmariteba uaryves, magram ukve gviani iyo, mosiyvarule dedebi TavianT Svilebs usazRvro raodenobiT banans tenidnen. sxvaTa Soris, edvardma Seasrula `United Fruit~-is kidev erTi dakveTa da kompanias daex-mara gvatemalis zedmetad damoukidebeli prezidentis – arbensas CamogdebaSi. man prezi-denti jojoxeTis mociqulad warmoaCina.

bernaizis aRiareba viwro wreSi dRiTi dRe izrdeboda: erTsaaTian konsultaciaSi is ukve 300 dolars iRebda. im droisaTvis es didZali Tanxa iyo (mogvianebiT is gaizarda 1000 dola-ramde). 1929 wels bernaizs Tambaqos kompania Lucky Strike-ma mimarTa qalTa mraval-milioniani auditoriis asaTviseblad, romlebic jer kidev Tavs ikavebdnen sigaretis mowevisa-gan. yvelaferi Cveuli meTodebiT warimarTa: edis dakveTiT, eqimebi ityuebodnen da ambob-dnen, rom moweva xels uwyobs saWmlis monelebas, xolo saopero momRerlebi amtkiceb-dnen, rom sigareti aumjobesebs xmas. Tavisi colis feministi daqalebis meSveobiT is axden-da sigaretis, rogorc qalTa damoukideblobis simbolos, reklamirebas. amasTan, bernaizi Ta-vad ar eweoda da nikotins Sxamad Tvlida. mis cnobierebaSi profesionalizmma myarad dai-kava idealizmis adgili. edi saqmis saWiroebis gamo mzad iyo daeTmo Tavisi principebi da gaeyida sindisi.

Semdegi damkveTi gaxda kompania General Electric, romelsac Tvlidnen usindiso mo-nopolistad. misi imijis gamosasworeblad bernaizma moawyo grandiozuli Sou kompaniis damfuZneblis, didi gamomgoneblis – edisonis pativsacemad. zeimobda mTeli amerika, poe-tebi Txzavdnen leqsebs, Sampanuris mdinareebi dioda. sazeimo sufraze bernaizi da prezi-denti huveri erTad isxdnen. edvards SeeZlo eamaya Tavisi warmatebiT, magram sami dRis Semdeg, 1929 wlis 24 oqtombers, daeca safondo bazari da amerika aRmoCnda did depresi-aSi. am situaciaSic ki `PR-is mamam~ SeZlo poziciebis SenarCuneba. ufro metic, TviT prezi-dentma huverma daiqirava is xelisuflebis dacemuli imijis asamaRleblad. bernaizi muSaobda prezidentis saarCevno StabSi da cdilobda moepovebina sazogadoebrivi ganwyoba gayalbe-buli sociologiuri kvlevis meSveobiT. magram aRmoCnda, rom PR ar iyo yovlisSemZle – hu-verma waago.

bernaizis meTodebs yuradRebiT akvirdebodnen ara mxolod TeTr saxlSi. hitleris mTavro-bis propagandis ministri hebelsi iyenebda edvardis bevr teqnologias, ris Sesaxebac is Tavis dRiurSi werda: `miuxedavad imisa, rom is (bernaizi) ebraelia, saqme mainc gamosdis~. TandaTanobiT pirveli PR-meni gadaiqca PR-is gurud, romelsac TayvaniscemiT epyrobodnen misi axalgazrda kolegebi. jer kidev 1923 wels man pirvelad gansazRvra PR-is funqciebi Ta-vis wignSi `sazogadoebrivi azris kristalizacia~, xolo 1955 wels, daagrova ra uzarmazari praqtikuli gamocdileba, man dawera wigni `Tanxmobis Seneba~, romelSic gamoiyena sit-yva `imiji~ xelovnurad Seqmnili reputaciis aRsaniSnavad. edvardi gadascda 60 wels, mag-ram ar apirebda pensiaze gasvlas. misi klientebis sia mogagonebdaT cnobars `vin vin aris amerikaSi~ – prezidentebi, kongresmenebi, bankebi, saqvelmoqmedo organizaciebi. edi mowme gaxda imisa, Tu rogor vrceldeboda PR mTel msoflioSi, rogorc masebis marTvis uni-versaluri meTodi. bernaizi moeswro PR- teqnologiebis triumfs-oms sparseTis yureSi. edvar-dis wyalobiT spin-doqtorebs yovlisSemZleebad Tvlidnen. misi biografi lari tai mis Sesaxeb werda: `bernaizi morwmune rom yofiliyo, RmerTs warmoidgenda idealur PR-menad~.

1964 wels edvardi colTan erTad niu iorkidan gadasaxlda masaCusetsis Statis patara qa-laq kembrijSi. iq man ukanasknelad gamoiyena Tavisi legendaruli niWi: rodesac misi saxlis maxloblad apirebdnen avtotrasis aSenebas, man or saaTSi moaxerxa saxalxo demonstraciis organizeba lozungiT – `nu gawiravT Tqvens Svilebs borblebis qveS dasaRupad~. Sedegad gza aRar gaiyvanes. am dros bernaizma miiRo zurgSi dartyma ojaxis wevrebisagan. meuR-lis gardacvalebis Semdeg man daiqirava momvleli qali joan vondra, romelmac gadaibara bernaizis yvela saqme da daiTanxma moxuci edi daewera anderZi mis sasargeblod. es ar awyobda bernaizis or qaliSvils–qim doriss da cnobil mweral ens. didi skandalis Semdeg TiT-qmis 100 wlis edi da joani Casxdnen manqanaSi da datoves saxli. kviris ganmavlobaSi isini motelSi cxovrobdnen. imavdroulad dorisma da enma sasamarTloSi uCivles joans mamis ga-tacebis braldebiT.

yovelive es naklebad aRelvebda bernaizs: man didi xania icoda, rom sworad warmoCeni-li skandali mxolod aumjobesebs imijs. male man gamosca Tavisi mogonebebis wigni opti-misturi saxelwodebiT `Cemi pirveli 100 weli~, Tumca misi meore 100 wleuli xanmokle aR-moCnda – 1995 wlis 9 marts PR-is mama Cumad gardaicvala Tavis saxlSi.

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10 kategoria (PR-specialistebis moRvaweobis sfero katlipis mixedviT)

1. wera da redaqtireba

masobrivi informaciis saSualebebisaTvis (rogorc beWdviTi, ise sityvieri) informaciis momza-deba (informaciuli SeniSvnis); Tematuri statiebis, informaciuli biuletenebis momzadeba momsaxure personalisa da Sida aqcionerebisaTvis; werilebi da SeniSvnebi (cnobebi veb-qselisa da operatiuli informaciis sxva samsaxurisaTvis; angariSis momzadeba aqcionerebi-saTvis, yovelwliuri angariSebi, sityvebi, broSurebi, filmis scenarebi da slaid-Souebi, statiebi profesiul gamocemebSi; institucionaluri sareklamo gancxadebebi, aseve masalebi produq-ciis Sesaxeb da damatebiTi teqnikuri masalebi.

2. kavSirebi masobrivi informaciis saSualebebTan

kontaqti masobrivi informaciis saSualebebis warmomadgenlebTan, Jurnalistebisa da sakvi-rao damatebebis warmomadgenlebTan; kavSiri damoukidebel mwerlebTan, aseve profesiuli gamocemebis warmomadgenlebTan. amgvari kontaqtebis mizania: davainteresoT da mo-vimxroT Sesabamisi gamocemebi da masobrivi informaciis saSualebebi, rom gamoaqvey-nos saWiro publikacia (gadasces saWiro informacia Ria eTerSi), aseve gamoaqveynos axali ambebi da siuJetebi organizaciis Sesaxeb (es axali ambebi da siuJetebi SesaZloa Tavad kon-kretuli organizaciis mier iyos momzadebuli). kontaqtebi aseve aucilebelia masobrivi infor-maciis saSualebebis mxridan konkretul moTxovnilebebze reagirebisaTvis, gamosaqveyne-beli masalebis gadasamowmeblad da informaciis gavlenian wyaroebze xelmisawvdomad.

3. kvlevebi

informaciis Segroveba sazogadoebriv azrze, tendenciaze, warmoSobil problemebze, politi-kur klimatsa da kanonmdeblobaze, masmediaSi gamoqveynebul cnobebze, gansakuTrebuli interesebis mqone jgufebze da sxva sakiTxebze, rac mocemuli organizaciis aqcionerebs exebaT operatiuli informaciis samsaxurebis da saxelmwifo eleqtronul monacemTa bazis in-ternet-daTvaliereba, kvlevebis programis dagegmva, gamokiTxvebis Catareba, SekveTebis organizeba sakvlev firmebze.

4. marTva da administrireba

programis da gegmis Sedgena sxva menejerebTan saTanamSromlod. moTxovnilebebis gan-sazRvra, prioritetebis dadgena, sazogadoebrivi jgufebis gamovlena (gansazRvra), miznis gansazRvra da aseve strategiisa da taqtikis SemuSaveba. personalis, biujetisa, programis Sesrulebis grafikis administrireba.

5. konsultaciebi

kompaniis umaRlesi xelmZRvanelebisaTvis rekomendaciebis micema socialur, politikur da normatiul sakiTxebze, aseve konsultaciebis gacema krizisis Tavidan asacileblad (kerZod, ro-gor unda movaxdinoT masze reagireba, roca is warmoiSoba). muSaoba im pirebTan, vinc iRebs pasuxismgeblobas umniSvnelovanesi sakiTxebis gadawyvetaSi kritikuli da mtkivneuli problemebis marTvis strategiis SemuSavebisa da am problemebze drouli reagirebis mizniT.

6. specialuri movlena

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siaxleebis gacnobis, TaTbirebis, Ria karis DdReebis, gamofenebis organizeba da Catareba lentis gaWris TanxlebiT, aseve iubileebis, gansakuTrebuli movlenebis aRniSvna, rac saqvel-moqmedo fondebis Semowirulobebis gadacemasTan, umaRlesi rangis pirebis vizitTan, kon-kursebTan da SejibrebebTan, dajildoebasTan da sxva saxis mniSvnelovan RonisZiebebTan aris dakavSirebuli.

7. zepiri gamosvla

sxvadasxva jgufTan sityviT gamosvla. sxvebisTvis daxmareba gamosasvleli sityvis mosam-zadeblad; aseve momxsenebelTa specialuri biuros xelmZRvaneloba, romelic organizaciis platformis SemuSavebaze muSaobs msmenelTa mniSvnelovan auditoriasTan urTierTobis win.

8. warmoeba

multimediis SesaZleblobebis gamoyenebis codnaze dafuZnebuli komunikaciis saSualebebis Seqmna, maT Soris – gamomsaxvelobiTi saSualebebiT, fotografiis saSualebebiT, samagido sagamomcemlo kompiuteruli sistemebis gamoyenebiT, audio-videoinformaciis CaweriTa da redaqtirebiT, audiovizualuri prezentaciis momzadebiT.

9. swavleba xelmZRvanelebisa da sxva Statiani momxseneblebis momzadeba sajaro gamo-svlebis da masmediasTan urTierTobis mizniT. organizaciis sxva TanamSromlebis zepiri da werilobiTi sityvis srulyofa. daxmarebis gaweva saorganizacio kulturis, politikis, struqturisa da sxva procesebis Sesworebis Setanis mizniT.

10. kontaqti

damakavSirebeli rgolis funqciis Sesruleba masobrivi informaciis saSualebebTan, adgilobriv sazogadoebasTan da sxva Sida da gare jgufebTan. Suamavlis funqciis Sesruleba organiza-ciasa da mis umniSvnelovanes aqcionerebs Soris: aqcionerebis mosazrebebis mosmena, molaparakebebis warmoeba, konfliqtebis mogvareba (daregulireba) da SeTanxmebis miR-weva. stumarTmoyvare maspinZlis rolis SeTavseba, roca saqme organizaciis stumrebsa da damTvaliereblebTan urTierTobas exeba, maTi miRebis organizeba.

PR-is eqvsi principi artur peijis mixedviT

1. isaubre simarTle. sazogadoebam unda icodes simarTle imis Sesaxeb, rac xdeba. au-cilebelia sazogadoebas gavacnoT kompaniis praqtikuli saqmianobis, xasiaTebis da idealebis srulyofili suraTi.

2. davamtkicoT ara sityviT, aramed saqmiT. sazogadoebis 90% organizacias (PR-s) aRiqvams misi saqmianobidan gamomdinare, 10% ki imis mixedviT, Tu ras lapara-kobs organizacia (PR) sakuTar Tavze.

3. yuradRebiT mousmineT klients. Tu gindaT, kargad emsaxuroT sakuTar kompanias, ecadeT gaigoT, ra surs sazogadoebas. mudmivad miawodeT informacia kompaniis xelmZRvanelobas imasTan dakavSirebiT, Tu ras fiqrobs sazogadoeba produqciaze, politikasa da kompaniis praqtikul saqmianobaze.

4. imuSaveT momavali dRisaTvis. ecadeT, sazogadoebisaTvis sasiamovno iyos Tqvens kompaniasTan urTierToba; imuSaveT ise, rom ar SeqmnaT problemebi. gamoavlineT keTili neba.

5. ganaxorcieleT iseTi politika PR-is sferoSi, rom TiTqosda am Sedegze iyos damokide-buli mTlianad kompaniis moRvaweoba. korporaciuli urTierTobebi amave dros gulis-xmobs mmarTvelobiT funqciebs. aranairi korporaciuli strategia praqtikulad ar unda iyos realizebuli sazogadoebaze misi potenciuri zemoqmedebis gauTvaliswineblad.

6. yovelTvis SeinarCuneT simSvide, keTilmosurneoba da kargi ganwyoba. CadeT funda-meti PR-is momavali warmatebebisaTvis mudmivi, sworxazovani da argumentirebuli yuradRebis gaTvaliswinebiT informaciasa da kontaqtebTan mimarTebaSi. krizisis war-moSobis SemTxvevaSi gaxsovdeT is, adamianebTan urTierTobisaTvis Tqven gWirde-baT upirveles yovlisa civi da naTeli goneba...

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warmatebis aucilebeli kriteriumebi

arsebobs saerTo SeTanxmeba, rac yvela profesiis warmomadgenlebs Semdeg kri-teriumebs uyenebs; gamokiTxvis Sedegad warmatebisaTvis saWiroa:

1. urTierTobis xelovnebis codna2. masobrivi informaciis saSualebebis codna3. menejmentis codna4. motivacia5. cnobismoyvareoba

PR-is warmatebis ganmapirobebeli faqtorebi

1. profesiulad momzadebuli werilobiTi sityva2. zepiri darwmunebis xelovnebis codna

codna

1. masobrivi informaciis saSualebebis Rrma codna2. xelmZRvanelobis muSaobis stilis gageba3. saqmiani da finansuri alRo

SesaZlebloba (unari)

1. problemebis gadawyvetis codna2. gadawyvetilebis miRebis codna3. adamianebTan muSaobis codna, maTi ndobis mopoveba4. pasuxismgeblobis sakuTar Tavze aRebis unari

xarisxi

1. analizi da jansaRi gadawyvetilebebis miReba2. energiuloba da enTuziazmi3. interesTa farTo speqtri da cnobismoyvareoba4. Tanamosaubris mosmenis codna5. `dartymis Sekavebis~ codna6. stili

CamonaTvali bili kantoris mixedviT:

1. piradi iniciativa2. cnobismoyvareoba da codnis swrafad SeZenis SesaZlebloba3. energiuloba, enTuziazmi da ambiciuroba4. azrovnebis obieqturoba5. moqniloba6. sxvisi daxmarebisTvis mzadyofna7. keTilmosurneoba, megobruloba8. universalizmi9. kompleqsebis uqonloba

5 meTodi karieraSi swrafi warmatebisaTvis (riCard longis mixedviT)

1. rezultaturoba2. konceptualizacia3. urTierToba adamianebs Soris4. stili5. aramaterialuri faqtorebi

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aucilebeli moTxovnebi

mecnieruli dakvirvebebi cxadyofs, rom PR-is sandooba iwyeba organizaciis xelmZRvanelo-bis wesierebidan da misi socialuri pasuxismgeblobidan gamomdinare. garda amisa, PR-is grZelvadiani warmateba saWiroebs organizaciis xelmZRvanelobis mier Semdegi moTxovne-bis Sesrulebas:

1. unda iyos PR-is ideis erTguli da miiRos monawileoba uSualod am ideis ganxorcieleba-Si;

2. unda ixelmZRvanelos kompetenturi PR-konsultantebis momsaxurebiT;3. gamoiyenos PR-is sferoSi saqmianobis Sedegi sakuTari organizaciis mokle da grZel-

vadiani samoqmedo programis Camoyalibebis dros;4. mxari unda dauWiros mudmiv ormxriv kontaqts rogorc Sida, aseve gare auditorias-

Tan;5. erTmaneTs Seusabamos saqme da sityva; anu is, rac keTdeba, unda gamomdinare-

obdes imisagan, rac iTqva.6. mkafiod gansazRvros mizani.

xelmZRvaneloba Zalze dasabuTebulad ayenebs Semdeg moTxovnebs PR-is sferoSi momuSave personalis mimarT:

1. loialobis gamovlena;2. konsultaciebis warmodgena misaReb gadawyvetilebasTan dakavSirebiT;3. organizaciis saqmianobis principebis mkafiod warmodgenis SesaZlebloba; sazogado-

ebis mier am principebis zustad gagebis uzrunvelyofa;4. survili da swrafva, davexmaroT organizaciis yvela wevrs, raTa sakuTari samuSao ufro

efeqtianad Seasrulos;5. zemoqmedeba organizaciis sxva wevrebze im mizniT, rom moxdes maTi gamonaT-

qvamebis da moqmedebis aRkveTa, rasac SeuZlia ziani miayenos organizaciis keTil-dReobas;

6. swrafva, iyo patiosani, sando da samarTliani TanamSromlebis mimarT.

personali, romelic saqmianobs PR-sferoSi, uSualoxelmZRvanelobisgan elodeba Semdegi moTxovnebis Sesrulebas:

1. PR-organizaciaSi gansakuTrebuli mdgomareobis pozitiuri aRqma;2. damtkicebuli komunikaciuri politikis mxardaWera;3. strategiuli gegmis erToblioba, romelic moicavs mTel politikasa da programebs;4. adekvaturi biujeti, romelic iZleva PR-amocanebis Sesrulebis SesaZleblobas sazogado-

ebrivi azris gamokiTxvis, analizisa da programis Sefasebis CarTviT;5. konsultaciis mizniT organizaciebisaTvis Sexvedrebis SesaZlebloba da aucileblobis

SemTxvevaSi sxvadasxva jgufis warmomadgenlebTan urTierTobis SesaZlebloba.

PR-integraciis procesis “Svidi momakvdinebeli codva”(robert dailenSnaideris mixedviT)

1. usazRvro dapirebebisadmi midrekileba; iseTi saxis valdebulebebis aReba, romelTa SeusrulebaSi winaswar ar arian darwmunebuli;

2. klientisaTvis PR-is iseTi SesaZleblobis da Semsruleblis am sferoSi Rrma ganswavlulo-bis demonstrireba, rasac aranairi saerTo ara aqvs realobasTan;

3. uxarisxo momsaxureba (odesRac amas erqva `pfdktxm b rbyen]~) SemsrulebelTa siaSi wamyvani specialistebis Seyvana da sinamdvileSi samuSaos Sesasruleblad gamouc-deli an naklebad gamocdili da kvalificiuri personalis gamoyeneba;

4. firma-Semsruleblis mier pirvel adgilze finansuri mogebis dayeneba, ris Sedegadac is Sedegi, romliskenac iswrafvis klienti meore adgilze gadadis;

5. roca PR rTul problemebze swraf da windauxedavi (gauazrebeli, ganuWvreteli) reaqci-is formas iRebs. aseTi problemebi saWiroebs `Soreuli miznisken~ xedvas da safuZvli-

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an gaazrebas. aman SeiZleba klientis an xelmZRvanelobis xafangSi amogvayofinos Tavi, rac gamowveuli iqneba im molodiniT, TiTqos PR-s SeuZlia, gadawyvitos nebis-mieri problema, organizaciis saqmianobaSi cvlilebebis gareSe;

6. PR-is, rogorc mxolod da mxolod damxmare funqciis mqone saqmianobis warmodge-na da interpretacia, romlis amocanaa strategiis realizacia, rac gulisxmobs iuristebis, finansuri samsaxuris xelmZRvanelebis, maRali rangis uSualo xelmZRvanelebis mier warmodgenil strategias;

7. eTikuri normebis ugulvebelyofa (eTikuri normebisadmi udieri damokidebuleba), rac zians ayenebs PR-is reputacias, dakavSirebuls mis socialur pasuxismgeblobasTan.

mizezebi, romlebmac SeiZleba ubiZgos organizacias, daxmarebisaTvis mimar-Tos sakonsultacio firmas

(6 mizezi Cester bergeris mixedviT)

1. organizaciis xelmZRvanelobas adre ar ganuxorcielebia PR-is araviTari formaluri prog-rama da organizacia grZnobs gamocdilebis ukmarisobas amgvari programebis mi-marT;

2. organizaciis Stabbina SeiZleba mdebareobdes Zalian Sors finansuri da komunikaciuri centrebisgan;

3. PR-firmebs mowesrigebuli aqvT kontaqtebis farTo speqtri, romelic mimdinare mo-mentis moTxovnebs pasuxobs;

4. axlomdebare PR-firmas SeuZlia, SesTavazos gamocdili profesionalebisa da specialis-tebis momsaxureba, romlebic naklebad, an saerTod ar fiqroben samsaxuris Secvlasa da sxva qalaqebSi gadasvlaze. garda amisa, Sors mdebare organizacias ar SeuZlia uzrunvelyos specialistebi iseTi anazRaurebiT, rasac sakuTar firmaSi iReben;

5. organizaciebs, romlebsac aqvT sakuTari PR-ganyofilebebi, SeiZleba dasWirdeT ma-Ralkvalificiuri momsaxureba, risi ganxorcielebac mudmivad sakuTari ZalebiT ubralod aramomgebiania;

6. faqizi `politikuri~ sakiTxebi saWiroebs sxva eqspertebis damoukidebel analizs.

rogor SevTavazoT PR-momsaxureba klients, romelsac uWirs misi obieqturi saWiroebis gacnobiereba

1. SesTavazeT ara PR, aramed problemis gadawyveta PR-is meSveobiT. amasTan, Tu klienti imTaviTve negatiurad aris ganwyobili PR-is, rogorc instrumentis saxelwodebis TvalsazrisiT, gamoiyeneT termini `marketinguli momsaxureba~. PR xom marketinguli komunikaciis nawilia.

2. daarwmuneT klienti, rom PR marketingul RonisZiebaTa jaWvSi samarTlianad ikavebs adgils.

3. moaxdineT PR-iT motanili sargeblis asaxva.4. klienti unda `momwifdes~ PR-is gamoyenebisTvis.5. nu gaazviadebT mosalodnel Sedegebs.6. SesTavazeT klients TanamSromlebis swavleba PR-is sferoSi, Tuki damkveTad korpo-

racia gamodis.

rogor movaxdinoT zegavlena piradi komunikaciis dros

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1. Cveni cxovrebis mniSvnelovani nawilia urTierToba. sityva Tanamosaubreebze zemoq-medebis saSualebaa, Tumca amisaTvis igi unda atarebdes garkveul emocias. komu-nikaciis dros sxvadasxva damabrkolebeli momenti Cndeba.

2. semantikuri barieri _ iqmneba maSin, rodesac iyenebT profesiul Jargonsa Tu slengs iseT adamianTan, romelsac arasodes hqonia Sexeba msgavs gamoTqmebTan.

3. stilisturi barieri _ Sinaarsis, stilisa da formis Seusabamoba. magaliTad, rodesac f. lis-tis etiuds SevafasebT sityvebiT `Zalian magaria!~.

4. kritika SeiZleba iyos 25 saxis: 1. gamamxnevebeli kritika2. kritika-sayveduri3. kritika-imedi4. kritika-qeba5. kritika-analogia6. kritika-SeSfoTeba7. upirovno kritika8. kritika-TanagrZnoba9. kritika-sinanuli10.kritika-gakvirveba11.kritika-ironia12.kritika-miniSneba13.kritika-Serbileba14.kritika-sayveduri15.kritika-SeniSvna16.kritika-gafrTxileba17.kritika-moTxovna18.kritika-gamowveva19.kritika-rCeva20.konstruqciuli kritika21.kritika-safrTxe22.kritika-gamoxmaureba23.kritika-wyena24.kritika-mfarveloba25.kritika-muqara

5. urTierTobis sevdiani stiliA_ adamiani saubrobs warsulze, martoobaze, fatalizmze, bin-Zur TamaSebze, stiqiur ubedurebebze. Tavisi saubriT adamiani iwvevs panikas.

6. urTierTobis naTeli stili _ adamiani filosofiur ganwyobazea, tkbeba bunebiT, usmens musikas, aris megobrebis wreSi. saubarSi iyenebs sityvebs `SesaniSnavia~, `fantas-tikuria~, `daxvewilia~, `sikeTe~, `gulwrfeloba~, `ocneba~, `silamaze~ da a.S.A

7. urTierTobis aqtiuri stili _ adamiani mouwodebs sxvebs moqmedebisken, idealebis er-Tgulebisken. saubrobs energiulad, paTosiT. iyenebs sityvebs `erTguleba~, `lidero-ba~, `Zliereba~, `marTebuli~, `mcdari~.

8. urTierTobis mxiaruli stili _ saubrisas adamiani iyenebs frazebs kinofilmebidan an mul-tfilmebidan. xmamaRla laparakoben. yvelaze sevdiani istoriebic ki bednierad mTav-rdeba. gamoiyeneba sityvebi `xumroba~, `karikatura~, `bedniereba~, `situacia~, `yvelaferi SesaZlebelia~.

A

masobrivi informaciis saSualebebSi masalis gamoqveynebis vadebi(magaliTi)

(roqsana rubeni(Roxanne Ruben) da judi lainsi (Judy Lynes) The phelps Group los anjele-si:

`dakveTis Sesrulebis vada~ aris perioduli gamocemis, radios an televiziisaTvis saWiro dro, raTa miiRos masala da moamzados igi gamosaqveyneblad an eTerSi gasaSvebad. dak-veTis Sesrulebis vadebi gansazRvravs moments, rodesac mizanSewonilia (an piriqiT) masa-lis masmediaSi gagzavna.

amitom, rodesac statias an Setyobinebas agzavniT masmediaSi publikaciisaTvis, daum-tkiceT redaqtors, rom kargad gesmiT misi problemebi da garkveuli droiT CarCoebiT moqme-

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debis aucilebloba. amiT aimaRlebT sakuTar avtoritets, amasTan SesaZloa xelidan ar gauS-vaT moTxovnili masalis publikaciisaTvis Yyvelaze xelsayreli momenti. masmediasTan urTi-erTobisas, aucilebelia vadebis zedmiwevniTi dacva. vadebis darRvevis SemTxvevaSi ki da-kargulis anazRaureba faqtobrivad SeuZlebelia. rogorc wesi, dakveTis Sesrulebis vadebi pe-riodul gamocemebSi, radiosa da televiziaSi arsebiTad gansxvavdeba, es gansxvaveba arse-bobs sxvadasxva saxis periodul gamocemebs Sorisac. mag. dargobriv (profesionalur) da momxmareblur JurnalebSi, Cveulebriv gaTvaliswinebulia dakveTis Sesrulebis sxvadasxva vadebia. dadgenili vadebis dacvis amocanas aadvilebs faqsebi da sadReRamiso sainforma-cio samsaxurebi, Tu Tqven raime mizeziT caitnotSi aRmoCndiT, Tu giCndebaT eWvi am va-debTan dakavSirebiT, daurekeT reportiors, gaarkvieT zusti TariRi. qvemoT mocemulia mao-rientirebeli vadebi dakveTis Sesasruleblad sxvadasxva masobrivi informaciis saSualebebi-saTvis.

masobrivi informaciis saSualebebi dakveTis Sesrulebis vadebi. gazeTebi(zogierTi rubrikebisTvis – kvebis 1-2 kvira (yoveldRiuri gamocemebi) produqtebi, turizmi, kalendris TariRebi – gaTva-liswinebulia ufro gagrZelebuli vadebi dakveTis Sesasruleblad 3 kvira (yovelkvireuli) . dargobrivi (profesiuli) 6 kviridan or Tvemde Jurnalebi (yovel-Tviuri) . momxmarebluri Jurnalebi(yovelTviuri) 5-dan 6 Tvemde. Jurnalebi `metro~ (yovelTviuri) 3-dan 4 Tvemde. yovelkvireuli Jurnalebi 1-2 Tve. sakvirao Jurnalebi (gazeTebis damateba) 3-dan 4 Tvemde. televizia. sazogadoebrivi informaciis samsaxuris gancxadeba . (Public Service Anouncements -PSA) 6-dan 8 kviramde. saerTonacionaluri dilis Sou 2 kviridan 1 Tvemde. adgilobrivi ToqSou 2-3 kvira. adgilobrivi axali ambebi 2 dRe. radio. sazogadoebrivi informaciis samsaxuris gancxadeba 6-dan 8 kviramde. promoutireba 2 kviridan 2 TvemdToqSou 4 dRidan 1 Tvemdeaxali ambebi 2 dRe

sakontrolo kiTxvebis sia, riTac unda daiwyos nebismieri kvleviTi proeqti(magaliTi)

1. rogor gamoiyeneba kvlevis Sedegebi? es kiTxva mniSvnelovania, radgan xSirad krizi-sisas saWiro xdeba pirdapir kvleviTi proeqtis realizacia, misi Sedegebis gamoyenebis gegmis Sedgenis gareSe.

2. romeli sazogadoebrivi jgufis Seswavlas vapirebT da rogor ganisazRvreba amocanebi? amocanebis gonivruli gansazRvra amcirebs proeqtis biujets, zrdis miRebuli Sedegebis sisustes.

3. kvlevis romeli meTodia yvelaze Sesaferisi mocemul SemTxvevaSi? ufro xarisxobriv Sedegebs mogvcems fokus-jgufebTan an meoradi kvlevis da ara gamokvlevis Catare-ba.

4. Tu savaraudoa gamokiTxvis gamoyeneba, romeli meTodologia iqneba yvelaze efeqti-ani mis Casatareblad? am SemTxvevaSi arsebobs 3 varianti: fosta, telefoni an piradi interviu.

5. rogori kiTxvebis dasmaa mizanSewonili: romlebic moiTxovs srul (vrcel) pasuxs, mok-le pasuxs (ki\ara), Tu maTi SeTanxmeba.

6. ra donis gamocdileba aqvs kvleviT firmas, romelic savaraudod Caatarebs kvlevas?7. rogor gaanalizdeba miRebuli monacemebi? rogori saxiT iqneba warmodgenili angari-

Si kvlevis Sedegebze?16

8. kvlevis Sedegebis wardgenis vadebi. Tu firmas mivcemT sakmaris dros dagegmvisaT-vis, gaizrdeba Sansi, rom kvleviTi proeqtisTvis tyuilad ar iyo daxarjuli dro da fuli.

9. ra eRireba es yvelaferi? profesiuli kvleva ZviradRirebuli RonisZiebaa, yvelaze goniv-rulia werilobiTi winadadebis miReba sami firmisgan, amasTan bevri problemis mog-vareba iqneba SesaZlebeli, Tu es winadadebebi Seicavs pasuxebs CamoTvlil kiTxveb-ze.

sakontrolo furceli krizisuli komunikaciisTvis(magaliTi)

SeasruleT Semdegi:* gamoaqveyneT krizisis gadalaxvis momzadebuli gegma, moiwvieT krizisuli situaciebis marTvis komiteti, krizisuli situaciis analizisa da axsnisTvis moiwvieT eqspertebi da gaxseniT komunikaciis xazebi.* SeatyobineT umaRles xelmZRvanelobas da SeTanxmdiT krizisuli situaciis gegmaze, wa-rudgineT maT momsaxureebis, saxelmwifo dawesebulebebis, masmediis kiTxvebze pasuxe-bis momzadebis, Sedegebis prognozi.* yvela kiTxva gagzavneT presmdivanTan, romelic unda iyos winaswar amorCeuli da krizi-suli situaciebis dagegmvis, momzadebis farglebSi dakvalianebuli. morigeebs, operatorebs, mdivnebs da sxva pirebs acnobeT, rom maT kiTxvebiT mimarTon daniSnul presmdivans sa-kuTari versiebis da azris gamoxatvis gareSe.* SeqmeniT sainformacio centri masmediisTvis. rac SeiZleba swrafad moamarageT isini in-formaciiT. centri uzrunvelyaviT sainformacio paketebiT, telefonebiT, faqsebiT, kompiutere-biT da printerebiT. satelevizio interviuebisaTvis adgili SearCieT momxdari movlenis adgili-dan Sors.* iyaviT gulaxdili, araferi damaloT, winaaRmdeg SemTxvevaSi vinme gaakeTebs amas, Tqven ki dakargavT kontrols, radgan Jurnalistebi informaciis sxva wyaroebs da eqspertebs mimarTaven informaciis mosapoveblad.* aCveneT organizaciis damokidebuleba momxdarTan da adamianebTan, romlebic am situ-aciaSi moxvdnen. ganmarteT, rom organizacia akeTebs da gaakeTebs maqsimums proble-mis gadasaWrelad.* uzrunvelyaviT sadReRamiso kavSiri manam, sanam SeimCneva interesi masmediis mxri-dan momxdari movlenis mimarT.* krizisis daZlevis Semdeg kvlav SekribeT krizisuli situaciebis marTvis gundi, raTa SeajamoT momxdari, SeafasoT gegmis efeqtianoba da SeitanoT masSi koreqtivebi.

Tavi SeikaveT Semdegisagan:

* ar gamoTqvaT sazogadoebaSi varaudi, romelSic sruliad ar xarT darwmunebuli. ar gqon-deT reagireba reportiorebis arakoreqtul kiTxvebze.* ar gaaioloT problema da ar scadoT situaciis seriozulobis Serbileba. presa male Seam-Cnevs simarTles.* ar dauSvaT informaciis gaJonva. yovelma axalma gamoqveynebulma faqtma SeiZleba axali versia warmoSvas.* ar gasceT informacia adamianebze, Tu es maT pirad cxovrebas exeba an Seicavs vinmes braldebas.* Tavi aarideT frazebs – `komentari zedmetia~ da ar gaakeToT beWdvisTvis gankuTvnili ko-mentari. Tu ar SeiZleba raimes Setyobineba oficialurad, aucileblad axseniT mizezi da repor-tiorebs uTxariT, rodis eqnebaT es informacia. Tu ar flobT informacias, pirdapir TqviT da re-portiorebi daarwmuneT, rom miRebisTanave miawvdiT am informacias.* nu gamoyofT favoritebs masmediasa da reportiorebSi. pativi eciT reportiorebis samuSaos, ar SeamciroT sensaciuri axali ambebis mniSvneloba da ar aRmofxvraT iniciativebi.* organizaciis, saqmis, saqonlis an momsaxurebis mxardaWerisas ar scadoT sargeblis mi-Reba masmediis interesisa da yuradRebisagan. ar gaakeToT rame iseTi, rac aRqmuli iqne-ba, rogorc TviTreklama, maSin, rodesac krizisuli situaciaa, jer kidev yuradRebis centrSia. momzadebis kriteriumebi da meTodebi

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Setyobinebis xarisxis ufro obieqturad Sesafaseblad SesaZloa gamoyenebul iyos testi advi-lad wakiTxvaze, Tumca es testi iZleva mxolod imis dadgenis saSualebas, ramdenad advilad wasakiTxi da gasagebia mocemuli beWdviTi masala. is ver gvexmareba iseTi faqtorebis Se-fasebaSi, rogoricaa Semcveloba, struqtura, organizacia da stilis sxva elementebi. arada, swored es faqtorebi, subieqturis gaTvaliswinebiT (`risi Tqma undoda mwerals Tavisi teq-stiT~ da `ra gaigo misgan mkiTxvelma~), axasiaTebs aRqmisa da beWdviTi sityvis zemoq-medebas. sxva mxriv, testi advilad kiTxvadobaze Zalian sasargebloa teqstis stilis gaumjo-besebisa da misi gagebis gaadvilebis TvalsazrisiT. farTod gamoiyeneba teqstis advilad wa-kiTxvis Sefasebis Semdegi sami meTodi:1. fleSis meTodi. doqtor r. fleSis mier SemoTavazebuli Sefasebis meTodi mdgomareobs e.w. advilad kiTxvadobis indeqsis gamoTvlaSi, rac axasiaTebs teqstis aRqmis sirTulesa da ami-saTvis saWiro ganaTlebis dones. testis Casatareblad saWiroa aranakleb ori SemTxveviT Ser-Ceuli nawyveti teqstidan, as-asi sityvis SemcvelobiT (an mcire moculobis sruli teqsti).A. daTvaleT winadadebebi, sityvebi da marcvlebi (ricxvebi, abreviaturebi da calkeuli simbo-loebi damoukidebel sityvebad iTvleba).B. gansazRvreT winadadebis saSualo sigrZe, sityvebis raodenobis winadadebebis ricxvze gayofiT.. gansazRvreT sityvis saSualo sigrZe, marcvlebis ricxvis sityvebis raodenobaze gayofiT.D. miRebuli Sedegebi CasviT advilad kiTxvadobis formulaSi. winadadebebis saSualo sigrZe gaamravleT 1,015-ze sityvis saSualo sigrZe gaamravleT 84,6-ze SekribeT es ori mniSvnelo-ba. miRebul Sedegs gamoakeliT 206,835.advilad kiTxvadobis indeqsi = 206,835- {(winadadebis saSualo sigrZe X 1,015) + ( sityvis saSualo sigrZe X 84,6 )}E. gansazRvreT testis pirobiTi advilad kiTxvadoba cxriliT 13.1 meSveobiT. fleSis Tanaxmad, `standartuli~ inglisuris advilad kiTxvadobis indeqsi Seadgens aranakleb 60 erTeuls, salapa-rakosi – aranakleb 80 erTeuls.

indeqsi advilad kiTxvadobis indeqsi ganaTlebis done90-100 Zalian maRali 5 klasi80-90 maRali 6 klasi70-80 saSualoze maRali 7 klasi60-70 saSualo 8-9 klasi50-60 saSualoze dabali 10-12 klasi30-50 dabali koleji0-30 Zalian dabali kolejdamTavrebuli 2. ganingis formula. r. ganingis formuliT e.w. teqstis sirTulis indeqsi gamoiTvleba winadade-bis saSualo sigrZisa da sami an meti marcvlisagan Sedgenili sityvebis procentuli Tanafardo-bis, aseve winadadebebis raodenobis safuZvelze, sul mcire, 100-100 2 nawyvetidan. naw-yvetebSi sityvebis raodenoba iyofa sruli winadadebebis ricxvze, Semdeg Tvlian 3 an meti marcvlisgan Semdgari sityvebis raodenobas (mTavruli asoTi dawyebuli, rTuli sityvebis gar-da. mag. mtversasruti). miRebul Sedegs svamen Semdeg formulaSi:sirTulis indeqsi = 0.04 (winadadebaSi sityvebis saSualo raodenoba + 100 sityvaSi grZeli sit-yvebis raodenoba).testi gviCvenebs ganaTlebis donesa da teqstis aRqmis Tanafardobas (cxr. 13.2)

cxrili: ganingis indeqsis interpretacia

gaugebrobis indeqsi ganaTlebis done17 kolejdamTavrebuli16 kolejis IV kursis studenti15 kolejis III k-is studenti14 kolejis IIk-is studenti13 kolejis Ik-is studenti `mkvdari zona~12 saSualo skolis me-10-12 klasis moswavle11 saSualo skolis me-8-10 klasis moswavle10 saSualo skolis me-6-8 klasis moswavle `advili kiTxva~9 saS. skolis me-4–6 klasis moswavle `–~8 dawyebiTi skolis III klasis moswavle `–~7 dawyebiTi skolis II klasis moswavle `–~

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6 dawyebiTi skolis I klasis moswavle `–~

A 3. frais formula. e.frais grafiki fleSis advilad kiTxvadobis indeqsis analogiuria. frais Sesafa-sebeli sistema aseve emyareba winadadebebis sigrZesa da marcvlebis raodenobas.A. gadaTvaleT 100 sityva sami nawyvetis dasawyisidan. sityvad iTvleba niSnebis nebismieri SeTanxmeba, xarvezebiT garemoculi, sakuTari saxelebis, abreviaturebis, ricxvebis da sim-boloebis CaTvliT.B. daiTvaleT winadadebebis raodenoba samive nawyvetSi. dausrulebeli winadadebebi mrgvaldeba uaxloes aTeulamde.C. daiTvaleT marcvlebis raodenoba TiToeul nawyvetSi. ricxvebsa da abreviaturebSi yoveli niSani utoldeba marcvals (mag. Sedgeba sami `marcvlisgan~).D cxrilSi vertikalur sibrtyeze ipoveT winadadebis saSualo sigrZis Sesabamisi wertili; horizon-talurze – marcvlebis saSualo raodenobis Sesabamisi wertili. ipoveT maTi gadakveTis wertili. miRebuli wertilis adgilmdebareoba aCvenebs ganaTlebis dones, romliTac mocemuli teqsti gansakuTrebuli garTulebebis gareSe iqneba aRqmuli.

irving fangis mier Sedgenili teqstis audioaRqmis formula gansazRvravs radioTi gadacemuli teqstebis, leqciebis da sityviT gamosvlebis “smeniT aRqmas”. am formulis indeqsi, rogorc aRmoCnda, axlo kavSirSia fleSis indeqsTan (r=0,96). unda gamoiTvalos marcvlebis saSualo raodenoba amorCeuli nawyvetis winadadebebis sityvebSi (erTmarcvliani sityvebi ar iTvle-ba). fleSis advilkiTxvadobis indeqsis msgavsad, es indeqsic miaxloebiT gansazRvravs msmenlis ganaTlebis dones, rac saSualebas aZlevs mas, garTulebis gareSe aRiqvas naT-qvamis Sinaarsi. fangma daadgina, rom satelevizio axali ambebis normalurad aRqmisaTvis es indeqsi daaxloebiT 12 erTeuls unda Seadgendes.advilkiTxvadobisa da smeniT aRqmis testebi mxolod miaxloebiT gansazRvravs, Tu ramde-nad gaigo Setyobineba miznobrivma auditoriam. Jargonuli gamonaTqvamebis, specialuri terminologiis da dialeqtizmebis gamoyeneba arTulebs teqstis gagebas, Tundac fleSis, ga-ningis, fraisa da fangis testebis Sedegebi sapirispiroze metyvelebdes. am testebis gamoye-neba ubralod exmareba avtorebs gansazRvron, Tu ramdenad emTxveva maTi masalebi miznobrivi auditoriis SesaZleblobebs kiTxvisa da gagebis TvalsazrisiT. es indeqsebi ubralod raodenobrivi da obieqturi maCveneblebia, romlebic axasiaTebs masalis gadmocemis stilis erT-erT aspeqts.amrigad, programis mosamzadebeli stadiis Sefaseba warmoadgens subieqturi da obieqturi Sefasebebis nakrebs (1) sawyisi kvlevis adekvaturobis, (2) programis masalebis Semcvelo-bisa da struqturis, aseve (3) programis masalebis gaformebisa da warmodgenis sferoebSi. Semdgom etapze fasdeba programis realizaciisa da miznobriv auditoriaSi informaciis gav-rcelebis efeqturoba.

programis realizaciis Sefasebis kriteriumebi da meTodebi

radiomsmenelebis da telemayureblebis auditoriis kvlevebSi gamoiyeneba 4 ZiriTadi me-Todi:1. dRiuri. es meTodi ojaxis wevrebisagan (an yvela wevrisgan) moiTxovs mudmivad dRiuris

warmoebas, sadac Setanili iqneba monacemebi yvela nanax da mosmenil gadacemaze (an specialuri Jurnalis Sevseba). am meTodis arsebiTi nakli imaSi isaa, rom msgavs kvle-vebSi monawileobaze Tanxmdebian sakmaod specifikuri socialuri jgufebis warmomad-genlebi, rac amcirebs gamokiTxvis warmomadgenlobiTobas (warmomadgenlobiT xasi-aTs).

2. registracia. am meTodiT avtomatur reJimSi registrirdeba dRis ra monakveTSi, ra arxzea momarTuli televizori an radiomimRebi. satelefono xazebiT informacia gadaecema cen-tralur kompiuters. am meTods iyeneben kompaniebi Nielson da Arbitron msxvil qalaqeb-Si ZiriTadi sadReRamiso tele- da radioarxebis umniSvnelovanesi programebis reitingis dasadgenad. am meTodis nakli isaa, rom is ver gansazRvravs, Tu ramdeni adamiani uyurebs televizors (usmens radios) mocemul momentSi da saerTod uyurebs (usmens) Tu ara mas vinme.

3. audimetri (mayureblis raodenobis eleqtronuli registratori). auditoriis statistikuri gazom-vis kompaniebi iyeneben specializebul mowyobilobas, raTa miiRon is informacia, romel-sac ver aZlevT dRiurebi da satelevizio arxebis yurebis registratorebi. dasakvirvebeli oja-xis yoveli wevrisaTvis gankuTvnilia sakuTari Rilaki audimetrze, romelzec xels aWers yo-

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velTvis, televizoris yurebis dawyebisas. audimetri aregistrirebs ojaxis romeli wevri romel gadacemas uyurebs. es informacia satelefono xaziT gadaecema centralur kompiuters. es meTodi aseve gamoiyeneba marketingul kvlevebSi myidvelis qcevaTa analizisas. misi mizania daadginos korelacia adamianis mier ganxorcielebul yidvasa da mis mier nanax gadacemebs Soris. am meTodis ZiriTadi naklia is, rom respondentebs maleve bezrdebaT Rilakze xelis daWera da sxva mniSvnelovani informaciis Setana. mag. monacemebi imis Taobaze, Tu romel gadacemas uyureben patara bavSvebi, romlebsac damoukideblad ar SeuZliaT am monacemTa registrireba. sxva problemaa is, rom am meTodiT SeuZlebelia monacemTa miReba saxlSi yvela televizorze (Tu is ramdenimea). amitom audimetri iZle-va arasrul informacias ojaxSi satelevizio upiratesobebze.

4. satelefono interviu. es meTodi gvTavazobs zarebis gadacemis mimdinareobisas an das-rulebis Semdeg zomis, Semadgenlobis da auditoriis sxva maxasiaTeblebis dasadgen sa-Sualebas. yvelaze gavrcelebulia satelefono gamokiTxva droSi SemTxveviT damTxvevis meTodiT, roca gadacemis translaciisas zarebi xorcieldeba SemTxveviT akrefil nomrebze. am meTodiT reprezentaciuli amonakrebis miRebas arsebiTad aferxebs farTod gavrcele-buli avtomopasuxeebi, aseve satelefono gamokiTxvisadmi mzardi zizRi, rac gamowveu-lia telemarketingSi moRvaweTa uceremoniobiT da abezarobiT.

kavSirebi klientebTan da `marketinguli kompleqsi~

kompleqsuri marketinguli komunikaciebis dargSi specialistis, t. harisis azriT, marke-tingis PR-mxardaWera Semdeg elementebs Seicavs:

1. masobrivi sareklamo kampaniis dawyebamde bazarze dainteresebulobis atmosferos Seqmna.

2. komunikaciuri programis ganxorcieleba sareklamo kampaniis ararsebobis pirobebSi (kompania Crayola-is Setyobineba fanqrebis im calkeuli ferebis axali rva feriT Secvlis Se-saxeb, romlebzec `protesti Tavad bavSvebma gamoTqves~).

3. sareklamo siaxleebis momzadeba, saqonlis Sesaxeb siaxleebis ararsebobis viTarebaSi (gancxadeba axal SemoqmedebiT midgomaze, aSS-is fexburTSi Tasis reklamis damuSa-veba).

4. sareklamo kampaniis Catarebis momzadeba (sareklamo turne).5. saqonlis dawinaurebis damatebiTi programebi (adre Catarebul marketingul RonisZiebeb-

Tan dakavSirebuli kampaniis Catareba. mag. kompania Ralston Purina-s Sinauri cxove-lebis sakvebis sareklamo kampaniebis Semdeg xdeba saxsrebis Segroveba cxovelTa daxmarebis fondSi da tardeba nacionaluri zoologiuri asociaciis sareklamo mxardaWera).

6. klientebTan piradi urTierTobebis damyareba (konkurs Pillsbury Bake-off-is monawileTa mier gamoyenebuli receptebis Canaweri).

7. zegavlena zemoqmedebis wyaroze (sxvadasxva RonisZiebis sasponsoro mxardaWera da informaciis miwodeba miznobrivi auditoriis araformaluri liderebisTvis).

8. Setyobineba axali saqonlis upiratesobebze (sasargeblo informaciis gavrceleba saqonlis axali SesaZleblobebis Sesaxeb, mag. kavSiris gamovlena aspirinis miRebasa da gulis Se-tevebis, infarqtebis riskis Semcirebas Soris).

9. socialuri pasuxismgeblobis Cveneba da klientebis ndobis mopoveba (korporaciis an sa-vaWro markebis imijis dakavSireba klientebis interesebsa da saqmeebTan).

10.produqciis dacva krizisul situaciebSi (pasuxebi kritikaze da usafuZvlo gancxadebebze, rogorc es iyo Diet Pepsi-is bankSi Spricis aRmoCenis Sesaxeb gancxadebis SemTxveva-Si).

marketingul kompleqsSi PR-is mniSvnelobis mkveTri zrda dasturdeba 243 marketologis ga-mokiTxvis SedegebiT, romelTa 2/3 PR-ze marketinguli biujetis saxsrebis 20%-s gamoyofs. zemoT moyvanili siidan gamomdinare, cxadia, rom marketingSi PR-is funqciis arsi sxva ara-feria, Tu ara tradiciuli `fablisiti~ – kompaniis pozitiuri saxis Seqmna.

ZiriTadi dadebiTi Sedegebis CamonaTvali(PR-is socialuri valdebulebebis kuTxiT)

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1. PR aviTarebs da srulyofs profesiul praqtikas, profesiuli saqmianobis standartebisa da eTikuri qcevis kodeqsebis SemuSavebis saSualebiT, aseve aRniSnuli standartebi-sa da kodeqsebis aucileblobis dacvis saSualebiTac.

2. PR aviTarebs da srulyofs organizaciis qcevas im faqtis aRniSvnis moTxovnilebiT, rom maTTvis mniSvnelovania sazogadoebrivi mxardaWera.

3. PR emsaxureba sazogadoebriv interesebs, sazogadoebis sxvadasxva azris gaTvalis-winebiT.

4. PR emsaxureba Cvens segmentur, daqsaqsul sazogadoebas komunikatorisa da Sua-mavlis funqciis SesrulebiT; xelmZRvanelobs adamianebis informirebulobis amaRle-bis principiT da cdilobs maT Soris uTanxmoebis aRmofxvras.

5. PR asrulebs Tavis socialur valdebulebas, gaaumjobesos adamianebis keTildReoba. moTxovnilebebisa da garemo cvlilebebis mixedviT exmareba socialur sistemebs adaptirebis procesSi.

sami ZiriTadi uaryofiTi Sedegi (socialurad upasuxismgeblo PR-is SemTxvevaSi)

1. PR SeiZleba mimarTuli iyos kerZo, gansakuTrebuli interesebis momsaxurebisaTvis – xSir SemTxvevaSi sazogadoebrivi keTildReobis xarjze.

2. PR damatebiT anagvianebs komunikaciis gadatvirTul arxebs, kerZod fsevdoRonisZie-bebis Sesaxeb informaciisa da sxva uazro winadadebebis TavmoyriT, situaciis naTlad gamokveTis sapirispirod.

3. PR Tavisi cinizmiT adamianebSi Tesavs sakomunikacio arxebisadmi undoblobas da amiT sabolood iwvevs adamianebSi ganxeTqilebas.

PR-is samoRvaweo mimarTulebebi

sem bleki, sazogadoebasTan urTierTobis Tanamedrove samsaxuris (PR) praqtikisa da Teori-is erT-erTi fuZemdebeli, mis samoRvaweo mimarTulebaTa Soris aT dargs gamoyofs:

1. sazogadoebrivi azri2. sazogadoebrivi urTierTobebi3. saxelisuflo urTierTobebi4. Temebis cxovreba5. samrewvelo urTierTobebi6. finansuri urTierTobebi7. saerTaSoriso urTierTobebi8. samomxmareblo urTierTobebi9. kvlevebi da statistika10.masobrivi informaciis saSualebebi

msxvil kompaniaSi PR-is saqmianobis mimarTulebebi

sazogadoebasTan urTierTobis ganyofilebas esaWiroeba sxvadasxva dargis specialisti, ro-melTac imavdroulad specialuri ganaTlebac aqvT miRebuli. amitom Tanamedrove dawese-bulebaTa da kompaniaTa PR-ganyofilebebSi ama Tu im profesiis mravali specialisti muSa-obs, romlebic zogjer kvalificiuri eqspertebis rolsac asruleben. PR-is erT-erT amerikul saxel-mZRvaneloSi mocemulia msxvil kompaniaSi PR-is saqmianobis Semdegi ZiriTadi mimarTu-lebebi:

strategiuli da operatiuli marTvis mimarTuleba* ganyofilebis miznebisa da amocanebis SemuSaveba;* strategiis SemuSaveba problemaTa gadasawyvetad;* calkeul sakiTxebze mosalodneli reaqciis marTva;* biujetis momzadeba;* adamianTa mobilizeba.

kvleviTi mimarTuleba* socialuri garemos Seswavla;

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* organizaciis mimarT auditoriis mosalodneli reaqciis gansazRvra;* sazogadoebis calkeuli jgufebis kvleva;* kvlevis Sedegebis Sefaseba.

molaparakebis mimarTuleba* sazogadoebis aqtiur jgufebTan kontaqtebis damyareba;* xelmZRvanelobisaTvis sazogadoebrivi azris gacnoba;* konfliqtTa mogvarebis Teoriebis gamoyeneba.

darwmunebis mimarTuleba* sazogadoebis darwmuneba organizaciis simarTleSi;* ganwyobis Teoriis gamoyeneba kampaniebis periodSi;* sazogadoebis qcevis organizeba organizaciis sasargeblod.

PR-firmebs yuradRebis koncentrireba uwevT Semdeg ZiriTad mimarTulebebze:* marketinguli komunikaciis kvleva. misi winsvlis strategiisa da taqtikis Seswavla;* saxelisuflo biurokratiisa da mmarTvelobiTi problemebis kvleva. aRmasrulebel mo-xeleTa, politikosTa da sxva sajaro pirTa treiningi, maTi imijis Seqmna, sityvis warmoTqmasa da qcevaSi gawafva;* sazogadoebisa da jgufebis Seswavla. auditoriaSi ganwyobaTa da damokidebulebaTa mecnieruli kvleva, maTi gazomva da socialur RirebulebaTa dadgena;* krizisuli situaciebis marTva. rCevebisa da rekomendaciebis SemuSaveba mosalodnel krizisTa Tavidan asacileblad;* masmediis Sinaarsis analizi. specifikur SetyobinebaTa zemoqmedebis kvleva miznob-riv jgufebSi;* lokalur (saTemo) urTierTobaTa kvleva. adgilobrivi problemebis gamovlena, oficialuri wreebisa da sazogadoebisaTvis samuSao adgilebis gazrdis, keTilmowyobisa da sxva proeq-tebis gansaxorcielebeli rekomendaciebis SemuSaveba;* RonisZiebaTa marTva. konferenciebis, simpoziumebis, dResaswaulebis, prezentaciebis, sazeimo TariRebisa da sxva ceremonialebis organizacia;* sazogadoebriv problemaTa kvleva. saxelisuflo organoebisaTvis specialuri masalebisa da saeqsporto daskvnebis, miznobrivi brifingebisa da preskonferenciebis momzadeba;* roduqciis xarisxsa da kompaniis reputaciaze zrunva. am mxriv saTanado rekomen-daciebis SemuSaveba;* finansuri urTierTobebis kvleva. kompaniisaTvis daxmarebis gaweva konkurentunaria-nobis amaRlebis, aqciebis mflobelebsa da potenciur investorebTan urTierTobis gaumjobe-sebisaTvis.zogierTi PR-firma sxva ufro didi firmis SemadgenlobaSi Sedis. xSirad es sareklamo firmaa, romelic kargad axamebs sazogadoebasTan urTierTobis specialistTa SesaZleblobebs sarek-lamo saqmianobasTan. es miT ufro sagulisxmoa, rom zogierTi monacemiT, magaliTad, aSS-Si, reklamiT miRebuli Semosavlebi bolo wlebSi TiTqmis erT doneze rCeba, xolo PR-organiza-ciaTa maCvenebeli ki am mxriv mudmivad matulobs. am garemoebas, bunebrivia, Tavisi mizezi aqvs. specialistebi yuradRebas miapyroben ramdenime upiratesobas, rac gansakuT-rebiT aZlierebs PR-samsaxurisadmi ndobas.* obieqturoba. PR-is firmas SeuZlia gaaanalizos klientis problema da misi mowesrigebis axleburi gzebic SesTavazos;* kvlevis meTodebisa da eqspertizis mravalferovneba. firmebs hyavT mecnierebis uaxlesi miRwevebis mcodne maRalkvalificirebuli specialistebi, SeuZliaT moemsaxuron kli-entebs nebismier sferoSi;*resursebis simdidre. firmebi iyeneben Tanamedrove teqnologiebs, aqvT sakuTari sain-formacio bankebi da kvlevisaTvis aucilebeli yovelgvari aRWurviloba, aseve mWidro kontaq-tebi masmediasa da monaTesave organizaciebTan, dagrovili aqvT mdidari gamocdileba ama Tu im sferoSi;* sakuTari ofisebis qseli. did firmebs aqvT ganyofilebebi TiTqmis yvela did qalaqSi da mTeli msoflios masStabiTac ki. Seqmnilia farTo koordinirebuli qseli, romlis meSveobiTac Se-uZliaT sazogadoebasTan urTierTobis mravalferovani programebis ganxorcieleba;* specifikuri problemebis gadawyveta. bevr firmas aqvs mdidari gamocdileba ama Tu im tipis problemis mogvarebaSi, ris gamoc maRali reputaciiT sargeblobs. magaliTad, bar-

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son-marsteleri cnobilia krizisuli situaciebis mowesrigebiT medicinis sferoSi, hilisa da nouto-nis firma – socialuri sakiTxebis, xolo ketCupi samomxmareblo marketingis SeswavlaSia das-pecialebuli;* sandooba. warmatebul PR-firmas yovelTvis aqvs profesiuli da eTikuri reputacia. klienti, romelic amgvari firmis momsaxurebiT sargeblobs, ufro advilad imsaxurebs masmediis, xeli-suflebisa da finansuri wreebis mxardaWeras.Tumca, am RirsebaTa miuxedavad, specialistebi imazec saubroben, rom damoukidebel PR-organizaciebs naklic aqvT da yovelTvis srulyofilad ver axerxeben klientTa moTxovnilebebis dakmayofilebas. maTi saqmianobis ZiriTad naklad miCneulia:* kvlevis zedapiruloba, rac gamowveulia imiT, rom firma Rrmad ver Cawvda klientis problemis Taviseburebas;* valdebulebis bolomde Seusrulebloba, rac gamoixateba imiT, rom firma romelime kli-entisaTvis rekomendaciebis SemuSavebis Semdegs xSirad iZulebulia, sxva klients moemsa-xuros da ar hyofnis dro da resursebi pirvels meti yuradReba dauTmos;* kvlevis mosamzadebeli periodis xangrZlivoba, rac damatebiT drosa da Tanxebs sa-Wiroebs. soliduri kvlevis mosamzadeblad zogjer ramdenime kvira an Tvec ki ar aris aucile-beli. es aWianurebs PR-is ZiriTadi programis ganxorcielebas da klientis ukmayofilebas iw-vevs;* damkveTis organizaciis kadrebis gaRizianeba, rac maSin xdeba, rodesac kvleviT sa-muSaos garedan mowveuli specialistebi asruleben. es bunebrivad iwvevs Statis muSakebis ukmayofilebas, vinaidan hgoniaT, rom maT ar endobian. es ki, imave susis kanonebiT, ara-sasurvelia;umaRlesi donis xelmZRvanelTa miTiTebis aucilebloba, am rangis moxeleTa instruqtaJi saWi-roa mowveuli PR-specialistebisaTvis, raTa maT SeZlon programis specifikuri miznebis gaT-valiswineba. magram amasTanave drois garkveul danakargTanac aris dakavSirebuli. igulis-xmeba, rom problema SeiZleba periferiaSi wydebodes, xelmZRvaneloba ki dedaqalaqSi iyos;* sruli, maT Soris konfidencialuri informaciis gamJRavnebis aucilebloba. klienti iZu-lebulia damoukidebeli PR-firmis eqspertebs sruli, maT Soris saidumlo ekonomikuri an sxva saxis informacia miawodos. es ki maTTvis sasurveli ar aris;* Rirebuleba. mowveul PR-specialistTa samuSaos anazRaureba mudam ufro Zviri jdeba, vidre organizaciis sakuTari specialistebisa.

25 Tezisi Public Relations-is efeqturobis problemaze

1. PR-is efeqtobis Sefaseba didi xania problemad moazreba profesiul TanamSromlobaSi. gTa-vazobT mxolod ramdenime damadasturebel citatas:`rogorc yvela adamianma icis, rom codva cudia, aseve TiTqmis yvela PR-specialists esmis PR-moRvaweobis Sefasebis aucilebloba. magram xalxi mainc ganagrZobs Secodebebs, xo-lo PR-specialistebi – SefasebiTi gamokvlevebis Cautareblobas~. James Grunig , 1983.

`IPRA-s gamokvlevaSi respondentTa 70%-ma aRniSna, rom efeqtianobis maCveneblis xa-risxisa da raodenobis aRricxva erT-erTi umTavresi niuansia PR-industriisaTvis~. IPRA,1992.

`PR News -ma PRSA-sTan erToblivad Caatara gamokvleva gamocemis mkiTxvelTa da orga-nizaciis wevrTa Soris SekiTxviT: `ra problemis winaSe dadgebian PR-specialistebi moma-val 2005 wels?~ gamokiTxulTa 58%-ma aRniSna, rom es problema kompaniis PR-efeqtu-robis Sefaseba iqneba~. Sovetnik.ru,2004.

2. efeqtoba. xSirad am Temaze diskusiis dros asaxeleben PR-efeqtobis Sefasebis variantTa Semdeg klasifikacias:

pirveli da yvelaze ubralo PR-Sefaseba, romelic PR-amocanaTa winaSe dasaxul realizacia-zea damokidebuli ixsneba farTod da mTlianad emyareba imas, Tu vin saxavs maT – top-menejmenti, marketingis direqtori Tu klienti.meore varianti – PR-specialistTa muSaobis faqtobriv SedegTa Sejameba: momzadebul in-formaciul masalaTa da masobrivi informaciis saSualebebis raodenoba, romlebmac miiRo

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presmasala, masobrivi informaciis saSualebebis raodenoba preskonferenciebze, zarebisa da etc mimarTvebis raodenoba.mesame – muSaobis Sejameba: ramdenad Seicvala mTeli auditoriis Sexeduleba kompani-asa Tu mis produqtze, ramdenad gaizarda cnobadoba am kompaniaze, mis momsaxure-baze an axal produqtze, ramdenad Semcirda etc negatiuri informaciebis Sedegi, dabolos, biznes-Sedegebis gansazRvra, kapitalizaciis Secvla, yidvadobis etc mogebis gazrda.

3.Public Relations. PR muSaobs sxvadasxva tipis auditoriebze da iyenebs gansxvavebul instru-mentebs TiToeuli maTganisaTvis. TiToeuli PR-mimarTulebis datvirTvaze saubari arakoreqtu-lia. SegviZlia visaubroT faqtobrivad Seqmnil situaciaze, rodesac bazarze moTxovnaa erT in-strumentTa nakrebze da naklebad gavrcelebulia danarCeni.a) gare PR. auditoria – farTo sazogadoeba (naRdi da SesaZlo momxmareblebi, klientebi, po-tenciuri partniorebi da etc TanamSromlebi). masobrivi informaciis saSualebebi – muSaobis sabazo instrumenti.b) Sida PR. auditoria- kompaniis TanamSromlebi. sabazo instrumentebi – korporaciuli gaze-Ti, Sida gzavnilebi, etc specialuri dawesebulebebi.g) PR specialuri auditoriisaTvis. auditoria – sakvanZo partniorebi, investorebi, aqcionerebi, saxelmwifo organoebi da sxv. sabazo instrumentebi – miznobrivi gzavnilebi, specialuri da-wesebulebebi, specializebuli masobrivi informaciis saSualebebi.

4. PR-efeqtianobis problemis irgvliv warmoiqmna ramdenime stereotipi.5. stereotipiN#1. `PR-efeqturobis zustad Sefaseba TiTqmis SeuZlebelia~. yovel mesame zemoT xsenebul mimarTulebaSi PR-muSaobis Sefaseba sxvadasxva saSua-lebiT xerxdeba. gavigoT Cveni kompaniis 100 TanamSromlis, 40 sakvanZo partnioris an 2 mln miznobrivi auditoriis azri ruseTSi. amocanebi sruliad gansxvavebulia Tavisi sirTuliT.6. stereotipi #2. `PR – es aris masobrivi informaciis saSualebebTan muSaoba~. miuxedavad miTiTebuli mravalmxrivi PR-teqnologiisa, PR-efeqturobaze, rogorc problemaze, saubrisas, yovelTvis igulisxmeba `farTo masebze zemoqmedeba masmediis daxmarebiT~, ris gamoc saubris Tema Zalze viwrovdeba.7. stereotipi #3. `PR-efeqturoba unda Sefasdes gayidvebiT~. miuxedavad mravalmxrivi midgomisa efeqturobis Sefasebisadmi, PR-efeqturobaze, rogorc problemaze, saubrisas, TiT-qmis yovelTvis gulisxmoben `sareklamo teqnologiebTan Sedarebas~. am konteqstSi PR gvevlineba yidvadobis stimulirebisa da warmatebis teqnologiad. is am konteqstSi rekla-maa, mxolod – naklebad efeqturi da cudad gaTvlili.8. PR zogjer yidis moklevadian perspeqtivaSi, xolo `kargi PR~ yovelTvis grZelvadiani per-speqtiviT yidis.9. PR ara mxolod ganviTarebis warmatebaa, aramed urTierTobis harmoniuloba. PR mniS-vnelovani gansazRvra es socialuri Sexedulebaa. PR-is erT Semadgenel ganviTarebas emate-ba da avsebs harmoniuloba. swored es aqvT mxedvelobaSi, rodesac saubroben `kompaniis Riaobasa da pasuxismgeblobaze sazogadoebis winaSe~, `kompaniisa da sazogadoebis har-moniulobaze~. Secdomaa PR-is CaTvla reklamis msubuq formad. PR-is, rogorc socialuri movlenis, miRma dgas gansazRvruli faseulobaTa krebuli.10. XX saukuneSi ubralod `kargi urTierTobebi~ gaxda konkurentuli monapovari da sabazro aucilebloba.11. davubrundeT efeqturobis Sefasebas: Tu ganvsazRvravT `efeqturobis~ mniSvnelobas da `PR-is praqtikul mniSvnelobas~, PR-efeqturobis gansazRvra teqnikuri sakiTxi xdeba. Tu ar SevecdebiT, SevafasoT mTeli PR, SevZlebT misi Semadgeneli umravlesobis Sefasebas.12. Sefasebis ramdenime sasargeblo magaliTi praqtikidan. presrelizis gagzavna. efeqturo-bis gansazRvris meTodi. midgomebi:*teqstis analizi*miznobrivi masmediis siis formireba – gzavnilis Semdeg SegviZlia presrelizis gamosvlis zusti procentis gansazRvra, mag. bazaSi 50 miznobrivi masmediaa, gzavnilis Semdeg ga-moqveynda 35 publikacia, gzavnilis efeqtoba 70%-ia.*reaqcia / Jurnalistebis komentari*publikaciebSi sakvanZo Setyobinebebis gamoyeneba(presrelizis sakvanZo Setyobinebebis raodenobis gansazRvra, romlebic warmoiqmna masalebSi).13. preskonferenciis Catareba. efeqturobis gansazRvris meTodi midgomebSi:– miznobrivi mis-is siis formireba, akreditebuli masmediis raodenobis Sedareba saerTomiz-nobrivi masmediis raodenobasTan (%)

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– preskonferenciaze mosul JurnalistTa raodenobis Sefaseba (rac meti garRvevaa akredite-buli masmediis siaSi, miT ukeTesi). normaluri maCvenebeli – akreditebuli mis-is ricxvidan 80-90%-is daswreba.– Jurnalistebis SekiTxvaTa analizi– piradi urTierToba– publikaciis saerTo Sefaseba da analizi14. korporaciuli bukleti an gazeTi; konferenciaze xelmZRvanelobis gamosvlis organizeba; korporaciuli dawesebulebis organizeba. efeqturobis gansazRvris meTodi. midgomebi:– anketireba (%)– gamokiTxva (%)– citireba. mag. mis-Si gamosul TezisTa citireba konferenciis Semdeg (%)15. mis-Si publikaciis xarisxiani analizi. midgomebi:– publikaciebis zomebi (1/2,1/3; kv.sm.)– publikaciebis tipi (SemTxveviTi gaxseneba, siaxle, ganxilvis statia etc)– adgilis sareklamo ekvivalenturi Rirebuleba (USD)– emociuri xasiaTi (pozitiuri, neitraluri, negatiuri)– sakvanZo SetyobinebaTa raodenoba (presrelizisa da preskonferenciis SemTxvevaSi)– kompaniis faseulobebis gansazRvra (fotoebisa da logotipis ganTavseba, saTaurSi kompa-niis saxelwodebis xseneba, etc pirvel gverdze anonsis ganTavseba; am SemTxvevaSi Seg-viZlia gamoviyenoT gazomvis pirobiTi maCveneblebi, mag. skala 1-dan 5-mde)– gamocemis tiraJi, auditoriis analizifinaluri aRricxva am midgomisas Seicavs Tanxis maCveneblebs yvela zemoxsenebul pun-qtSi.16. miznobrivi auditoriis mosazrebisa da normebis Secvlis Sefaseba. auditoriis gamokvleva da gamokiTxva proeqtis ganxorcielebamde, ganxorcielebisas da mis Semdeg. meTodebi:gamokiTxvebi da anketireba specializebuli kvleviTi kompaniebis daxmarebiT.zog SemTxvevaSi am amocanis realizebas Tavis Tavze iRebs specializebuli kompaniebi. es mizanSewonilia, rodesac PR-samuSao maqsimalurad farTo auditoriaze tardeba.17. ra daskvna gamogvaqvs? pirvel rigSi, PR kompaniis struqturis nawils warmoadgens. PR-amocanaTa umravlesobis efeqturobis Sefaseba xdeba Sida kriteriumebisa da Sefasebebis daxmarebiT. am amocanebisa da Sefasebebis swori formulireba, PR-amocanaTa raodeno-bis gansazRvra – gamocdileba da gansazRvruli dajerebulobaa, rom es yvelasaTvis sargeblis momtani iqneba bazarze.18. PR-is ekonomikuri efeqtianobis gansazRvrisas SegviZlia gamoviyenoT reklamis efeqtu-robis gansazRvris meTodebi: fokus-fgufebi, gamokiTxvebi, etc gamokvlevebi.19. PR sxvadasxvagvarad muSaobs sxvadasxva auditoriebze da iyenebs moqmedebis sxva-dasxva teqnologias. yvela SemTxvevaSi efeqturoba sxvadasxvagvarad ganisazRvreba.20. xSirad PR-efeqturobis Sefaseba SeiZleba mxolod kompaniis Sida resursebis gamoyene-biT:– kompaniis specialistebs Tavad SeuZliaT Seafason presrelizis gagzavnis, aseve preskonfe-renciebisa da sxva PR-aqciebis efeqturoba.– kompaniis specialistebs Tavad SeuZliaT PR-samuSaos efeqturobis Sefaseba partnior kom-paniebTan, aqcionerebTan, investorebTan, kompaniis TanamSromlebTan.– kompaniis specialistebs Tavad SeuZliaT gaakeTon mis-Si gamoqveynebuli publikaciis xa-risxiani analizi kompaniasa da mis konkurentebze.– kompaniis specialistebs ar SeuZliaT damoukideblad Seafason PR-efeqturoba mxolod far-To mosaxleobaze. am SemTxvevaSi saubaria gamokvlevisaTvis aucilebel mniSvnelovan biu-jetze (xSirad amboben proeqtis saerTo biujetidan 10%).21. PR ara mxolod `warmatebulobaSi~, aramed kompaniis `socialuri programebis~ realiza-ciaSi.22. PR socialuri Sinaarsi – harmoniulad daamkvidros kompania socialur sferoSi, gamonaxos saerTo ena sazogadoebis sxvadasxva nawilTan.23. PR-kompaniaSi efeqturi struqturis Seqmnis teqnologia, rac daaregulirebs informaciis moZraobas. informacia moZraobs kompaniis SigniT, aseve kompaniasa da sakvanZo Sida auditorias Soris. efeqturi struqtura am moZraobidan kompanias sargebels uqmnis.24. PR ar aris `publikacia masmediaSi~, PR aris is, rac xdeba masmediasTan yovelgvari mu-Saobis dawyebamde.25. PR-efeqturobis Sefasebisas, unda SevafasoT PR-specialistebis mier Seqmnili msgavsi in-formaciuli struqtura kompaniaSi. magram es sxva Temaa.

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33 saSualeba Seni organizaciis axali ambebis Sesaqmnelad

sazogadoebriv urTierTobaTa samsaxurebi Jurnalistikisagan imiT gansxvavdeba, rom isini Tavad gvevlinebian TavianTi an damkveTi organizaciebis axali ambebis Semoqmedad. PR-is erT-erT amerikul saxelmZRvaneloSi aseTi originaluri CanarTia Setanili – “32 saSualeba Seni organizaciis axali ambebis Sesaqmnelad”:

1. daakavSire Seni saqme dRis movlenebTan;2. iTanamSromle kolegasTan;3. daakavSire Seni saqme romelime mediis interesTan;4. Caatare gamokiTxva an kvleva;

5.gamoaqveyne moxseneba;6.miusadage interviu dResaswauls;7.miiRe monawileoba diskusiaSi;8.moawyve sagangebo Sexvedrebi;9.moawyve sityviT gamosvlebi;10.Caatare winaswari analizi da gaangariSebani;11.Camoayalibe komisiebi da gamoacxade maTi saxelwodeba;13.Caatare Sekrebebi da arCevnebi;14.gamoacxade axali daniSvnebis ambavi;15.sazeimod aRniSne TariRebi;16.gamoeci faqtebis krebuli;17.gaiTvaliswine dResaswaulebi;18.moawyve mogzauroba;19.daawese jildoebi;20.gamarTe konkursebi;21.miiRe da Seasrule gadawyvetilebebi;

22.xSirad gamoCndi sajaro pirTa winaSe;23.moawyve sagangebo movlena;24.dawere werili;25.gaavrcele werili, romelic miiRe;26.miusadage saxelmwifo mniSvnelobis moxseneba da angariSi adgilobriv miznebs;27.moawyve debatebi;28.monawileoba miiRe yvelasaTvis cnobili kvireulis an dRis RonisZiebebSi;29.gamoiyene waxalisebis formebi;30.moawyve eqskursiebi;31.Seamowme proeqti;32.gaavrcele madlobis gamocxadebis faqtebi;33.ganacxade miRebul protestTa Taobaze.

masmediasTan urTierTobis wesebi

JurnalistebTan urTierTobisas PR-specialisti unda icavdes xuT ZiriTad wess, esenia1. sufTa TamaSis warmoeba;2. Jurnalistebis momsaxureba umaRles doneze; 3. ara-pirferoba, ara-buzRuni ukmayofilebis gamo; 4. ar unda iTxovdes usiamovno incidentis `Cafarcxvas~;

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5. ar unda warmoqmnas siaxleebis niaRvari.

1. es wesi ar gulisxmobs ubralo politkoreqtulobas. es aris biznesis warmoebisa da zusti gaTvlebis aucilebeli meTodi. unda miaRwioT absolutur ndobaze dafuZnebul urTierTo-bebs. Tu ar SegiZliaT, TqvaT simarTle, nurafers ityviT. es sjobia sicrues. aqve isic un-da gvaxsovdes, rom upiratesobas ar unda vaniWebdeT informaciis erT-erT saSuale-bas, vTqvaT presas. TiToeul Jurnalists ukmayofilebis Tavidan asacileblad unda hqon-des informaciis miRebis Tanabari SesaZlebloba.

2. es wesi aris umoklesi gza Jurnalistebis keTilganwyobis mosapoveblad. unda mivawo-doT maT aqtualuri, saintereso da drouli informacia, Tanac iseTi formiT, rogorsac isini aniWeben upiratesobas. aqedan gamomdinare, TiToeul JurnalistTan unda vimuSaoT individualurad.

3. Jurnalistebsa da redaqtorebs araferi aRizianebT ise, rogorc PR-specialisti, romelic `muxlmodrekili~ evedreba Tavisi masalis gaSuqebas, an wuwunebs amave masalis araswori interpretaciis gamo. da araferi Seuracxyofs Jurnalistebs ise, rogorc PR-speci-alisti, romelic axdens zewolas Tavisi produqtis daubrkoleblad winsvlis mizniT, an ro-desac imuqreba masobrivi informaciis saSualebebSi reklamis SewyvetiT. es aris Se-saniSnavi sababi skandaluri informaciis gasavrceleblad. oqros wesi aseTia: rom rekla-ma aris sareklamo ganyofilebis zrunvis sagani, axali ambebis gaSuqeba ki – mxolod da mxolod Jurnalistebis.

4. masmediisadmi mimarTul Txovnas incidentis Cafarcxvis Sesaxeb, iSviaTad mivya-varT warmatebisaken. ar unda geSinodeT mware simarTlis, romelic ar emTxveva Tqvens interesebs. Tumca PR-specialists aqvs sruli ufleba, mis mier miwodebuli infor-maciis araswori interpretaciis SemTxvevaSi, pasuxi agebinos masobrivi informaciis Sesabamis saSualebas an Jurnalists. masmedia, ki Tavis dazRvevis mizniT da sakuTa-ri interesebis Sesabamisad, iTvaliswinebs Tavisive meSveobiT Secdomebis sajaro ga-mosworebas.

5. informaciis miwodebisas PR- specialistma zustad unda gansazRvros:a) ra warmoadgens JurnalistsTvis WeSmarit siaxles;b) informaciis gzavnilebis sia mudam unda axldebodes;

g) masala unda egzavnebodes mxolod erT Jurnalists masobrivi informaciis TiToeul sa-SualebaSi.

marTebuli RonisZieba presisaTvis

istoriidan

istoria dums imis Sesaxeb, Tu rodis Catarda pirveli RonisZieba presisaTvis. miuxedavad amisa, SegviZlia daveyrdnoT meoradi mniSvnelobis faqtebs. faqti N#-1: presrelizi gaCnda XIX saukunis bolos. informaciis miwodebis aseT formas mi-marTavdnen amerikuli sarkinigzo kompaniebi. XX saukunis damdegs ki kompania `Ohio Bell Telephone~-ma gaacnobiera pres-relizis upiratesoba: “Tqven avrcelebT presrelizs, Jurnalis-tebi ki Tavs ganebeben, radgan isini ukve floben sasurvel informacias”. amave dros, safuZ-veli eyreba preskonferenciebis Catarebis tradicias.faqti @#2: XX saukunis damdegs Cndeba pirveli specializebuli kompaniebi. 1900 wels gaix-sna pirveli saagento _ `Publicity Bureau~, xolo 1904 wels Tavis kompanias xsnis aivi li. aqedan gamomdinare, preskonferenciebi aswlovan istorias iTvlis.

RonisZiebaTa formati

formats gansazRvravs is amocanebi, romelTa gadaWrasac apirebT am RonisZiebis meSveo-biT. JurnalistTan piradi nacnoboba, mokle siaxleebis gavrceleba, mimoxilviTi masalebisa da eqskluziuri intervius inicireba, romlebic mimarTulia krizisis daZlevisaken an kompaniis axali eqspertebis prezentacia – sxvadasxva amocanebsa da gansxvavebul midgomebs moiTxovs.

preskonferencia _ unda iyos formaluri da amomwuravi.

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mrgvali magida _ gamoiyeneba kvlevebis prezentaciisaTvis, mniSvnelovani proble-mis ganxilvisaTvis, agreTve kompaniis saeqsperto statusis amaRlebisaTvis.

preslanCi _ araformaluri RonisZieba, romelic iZleva aqtualuri problemebis detaluri da Ria analizis saSualebas.

brifingi _ mokled, swrafad da mxolod saqmeze. internet-preskonferencia _ teqnologiuri da masobrivi. piradi Sexvedra JurnalistebTan _ restoranSi, kafesa da biznes-centrSi. aseTi Sexved-

rebis seria SeiZleba erT did RonisZiebaze efeqturi aRmoCndes. misi meSveobiT inicir-deba mimoxilviTi publikaciebis mTeli seria.

presturi _ miznobrivi masmediis centralizebuli voiaJi kompaniis erT-erT obieqtze.

vin aris presRonisZiebebis organizatori

korporaciuli specialistebi _ yvelaze ukeT floben sainformacio sababTa Seqmnis teqni-kas.

specializebuli kompaniebi (PR) _ gamoirCevian didi gamocdilebiT, meti teqnologiiTa da adamianuri resursebiT.

masmedia _ RonisZiebis statusi.

rogor SevafasoT Sedegebi akreditebuli da RonisZiebaze damswre masmediis warmomadgenelTa raodenoba. dasmuli kiTxvebis raodenoba da tonaloba. RonisZiebis Sesaxeb masmediis mier gaSuqebuli masalis xarisxi. komentarebsa da saeqsperto Sefasebebze moTxovnebis raodenoba. im publikaciaTa raodenoba, romlebSic gamoiyeneba presRonisZiebaze gaJRerebuli

informacia

presRonisZiebis `rentabeloba~

preskonferenciisadmi miZRvnili publikaciebi _ aris Yyvelaze TvalsaCino da cifrebSi konvertirebadi Sedegi.

JurnalistebTan piradi nacnoboba momavalSi komentarebis gamoqveynebis saSuale-bas iZleva.

piradi urTierToba masmediasTan iZleva dargis Sesaxeb axali da sasargeblo informa-ciis mopovebis SesaZleblobas.

reklama mokvdavia preskonferenciaze gaJRerebul informaciasTan SedarebiT. presRonisZiebis erT-erTi Sedegia ara ubralod kompaniis saxelis gaJRereba, aramed

mimoxilviTi statiebis mTeli cikli. personalis loialuroba _ TanamSromlebs ubralod siamovnebT kompaniis Sesaxeb da-

werili statiis kiTxva. krizisuli tendenciebis aRkveTa _ aqtiuri pozicia xels uwyobs sainformacio fonis koreq-

tirebas.

sainformacio paketi presisaTvis

werili-mimarTva: erT gverdze ganTavsebulia istoria Tqveni kompaniis an produqtis Sesa-xeb. werili unda iyos originaluri, magram ar unda daemsgavsos presrelizs.presrelizi: presas mouTxrobs siaxlis Sesaxeb.kompaniis profili: 3-4 gverdze ganTavsebuli kompaniis istoria, mohyveba presrelizs.faqtobrivi informacia kompaniis Sesaxeb: 1-2 gverdze ganTavsebuli istoria CamonaT-valis saxiT.xelmZRvanel pirTa biografiebi: mokle biografiebi.fotoebi: SesaZloa Tan erTvodes sxva masalebs, zoma 13smX18sm.grafikebi: produqtis an kompaniis zrdis sailustracio masala.publikaciebis nawyvetebis aslebi: werili-mimarTvis gasamdidreblad.

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informaciuli dizaini

(informaciis miwodebis 5 oqros wesi)

prezentaciis xelovneba iTvaliswinebs, rom informacia sazogadoebisaTvis iyos xelmisawvdomi da gasagebi; is, vinc ver daeufla informaciis miwodebis xelovne-bas, Tavis profesionalizms verafriT daamtkicebs; rogor gavxadoT rTuli martivad aRsaqmeli, Tu Cvens gankargulebaSi moxsenebisTvis mxolod 10 wuTia?.. amisaT-vis Cven avarCieT 5 yvelaze efeqturi wesi, romlis dacva sasurvel Sedegs mogvi-tans.

1. nebismieri adamiani axal informacias afasebs im informaciasTan SedarebiT, romelic mas aqamde gaaCnda. scadeT, gaigoT, Tu ra simaRlisaa adamiani, romlis fotoc Jur-nalSi ixileT. Tqven amis dadgenas daaxloebiT SeZlebT im SemTxvevaSi, Tu es adami-ani SeadareT vine nacnobs an romelime sagans. es wesi misaRebia mTeli rigi sagne-bisa da movlenebis SedarebisaTvis. amitom yvelanairi skala unda efuZnebodes CvenTvis nacnob monacems.

2. Tqven SegiZliaT organizeba gaukeToT Tqvens informacias 5 kriteriumis gamoyene-biT, esenia: a) alfabeturi Tanmimdevroba, b) geografiuli mdebareoba, g) qronologia, d) kategoria da e) ierarqia. umjobesia, gaakeToT logikuri arCevani. qalaqebi, mdina-reebi, qveynebi, gzebi, wignebi, statiebi da cnobarebi – alfabetis mixedviT, dagegma-rebasTan dakavSirebuli dokumentebi – qronologiurad, dasalagebeli informacia – ka-tegoriebis mixedviT. magaliTad, Zlieri, susti, ufrosi, qveSevrdomi da a.S. arcTu iSvia-Tad obieqts SeiZleba mivusadagoT organizebis ori kriteriumi; zepiri gamosvlis dros, rogorc wesi, sqema unda gavamartivoT da umjobesia SemovifargloT erTi, ufro mniS-vnelovani kriteriumiT.

3. informacia jobia ki ar SevamokoT, aramed gavamartivoT. gavixsenoT sareklamo di-zainis wesi: mkveTri ferebisa da teqstebis simravle mxolod Crdilavs miznobriv Setyo-binebas. yvela dizainers SeuZlia daumatos naxats uamravi feri, gaakeTos naxati samganzomilebiani, aiyvanos is maRla da CamouSvas misi Crdili miwaze; magram kargma dizainerma icis, rom yovelive es mxolod fantavs momxmareblis yuradRebas, aRiqvas Tavad produqti. igive xdeba monacemTa bazis organizebaSi. Tu gvWirdeba statistikis moyvana, sifrTxile gvmarTebs wriuli diagramebis gamoyenebisas; marTa-lia, isini ufro efeqturia, vidre sworxazovani diagramebi, magram wriuli diagramebiT ver SevqmniT safuZvlian STabeWdilebas proporciebze. iqneb, SemovifargloT mxolod tabuliT, romelSic yvelaze mniSvnelovani monacemebi wiTeli SriftiT iqneba gamoyofi-li; Tu Tqven unda waradginoT urTierTmoqmedebis principi kompaniebs an personebs Soris, sifrTxile gamoiCineT, rom Tqveni vizualuri warmodgena ar aqcioT sabrZolo ru-kad, romelic aWrelebuli iqneba mravalricxovani isrebiTa Tu wyvetili xazebiT. iqneb, sakmarisi iyos orxazovani sqemis gamoqveyneba Mikrosoft chart-Si?

4. imisTvis, rom SearCioT, Tu raze SeCerdeT moxsenebis dros, gmarTebT dafiqreba: kerZod, gansazRvreT, ra gainteresebT piradad Tqven.Jurnalistebma ician, rom saukeTeso statia is aris, romelic gajerebulia avtoris surviliT, gaigo is, rac manamde ar icodi da risTvisac adre yuradReba ar migiqcevia. asevea kargi prezentaciis drosac. Tavidan is sainteresoa avtorisaTvis, Semdeg ki – sxvebis-Tvis.

5. Tamamad uaryaviT uSedego informacia, Tundac is moxsenebis 90% iyos. informaciul gadatvirTvas aranairi damokidebuleba ara aqvs gadaRlasTan. es emociuri problemaa. amis Tavidan acilebis saukeTeso saSualebaa, SemovifargloT erTdroulad yvelaze mniS-vnelovani da yvelaze saintereso informaciiT.

saukeTeso moxseneba – es aris saintereso informaciaTa iseTi naTeba, romelic TiT-qosda SeumCnevladaa erTmaneTTan dakavSirebuli. garda amisa, saWiroa gaxsovdeT, rom, Tu ver CaetieT 10 wuTSi, e.i. arc ise kargad momzadebulxarT; aseve Tu ver SeZeliT saWiro informaciis 10 gverdze Pover Point-Si ganTavseba, es imas niSnavs, rom problema ar iciT da yvelaferi Tavidan unda daiwyoT.

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aTi rCeva biznesSi warmatebis misaRwevad

1. gansazRvreT Tqveni biznesis miznebi: grZelvadiani (1_5 weli) da moklevadiani (yo-veldRiuri, yovelkvireuli, yovelTviuri).

2. SeadgineT TiToeuli miznis ganxorcielebis gegma. Semdeg CamoayalibeT sarezervo gegmebi.

3. piradad gaesaubreT TiToeul Tqvens klients, miuxedavad imisa, aris Tu ara igi Tqveni kompaniis momxmarebeli. arsebuli klientebis SenarCuneba gacilebiT martivi, iafi da momgebiania, vidre axlebis mozidva.

4. aqcieT Tqveni klientebi warmatebul adamianebad. amiT met warmatebas Tavadac miaRwevT.

5. aqcieT Tqveni partniorebi warmatebulebad. gacilebiT advilia partniorisagan daxmare-bis miReba, Tuki samarTlianad da patiosnad ekidebi masTan urTierTobas.

6. eWvqveS daayeneT nebismieri xarji, procedurebi da politika. gaxsovdeT! Tu raime arTulebs saqmes, ar moaqvs Semosavali an ubralod uazrobaa, ar gaakeToT es.

7. Tqveni TanamSromlebi gamowvevis winaSe unda idgnen. dausaxeT maT miznebi.8. iyaviT gansakuTrebuli. iazrovneT originalurad.9. isargebleT daxmarebiT. xSir SemTxvevaSi Cveni warumateblobis mizezia uari sxvaTa

daxmarebaze siamayisa da jiutobis gamo.10. Tqveni saqmianoba sixarulis momtani unda iyos!

eqvsi kiTxva TviTSefasebisaTvis:

1. rogor xedavT sakuTar Tavs?

daiwyeT TviTSefaseba, iyaviT TviTkritikuli da patiosani sakuTari Tavis winaSe. rogoria Tqve-ni garegnuli monacemebi, rogor gacviaT, rogoria Tqveni manerebi, giyvarT Tu ara adamia-nebi, mogwonT Tu ara maTTan urTierToba, zrunavT maTze – maT keTilganwyobasa da grZnobebze, ugebT, gaqvT Tu ara xelmZRvanelobis unari. gaqvT Tu ara midrekileba daq-vemdebarebisaken. gaxasiaTebT cnobismoyvareoba, SemoqmedebiToba, goniereba, ga-naTlebuloba, loialoba, mizandasaxuloba, mzadyofna TanamSromlobisaTvis. romelia Tqveni yvelaze Zlieri mxare? susti mxare? ra aklia Zlier mxareTa CamonaTvals?

2. rogor aRgiqvamen sxva adamianebi?

rogori xarT Tqveni megobrebis, TanamSromlebis, naTesavebis, ojaxis wevrTa TvalsazrisiT? ramdenad emTxveva maTi da Tqveni Sefasebebi? keTilganwyobilad gepyrobian isini, visTa-nac urTierTobT, dadebiTad reagireben Tqvens qmedebebze, Tu xandaxan Tavs iCens nega-tiuri reaqcia maTi mxridan?

3. rogor afasebT sakuTar Tavs Tqveni donisa da mdgomareobis adamianebTan mimarTebaSi, Tundac xelmZRvanelobasTan?

ar SemoifargloT pasuxebiT: `isini mjobian me~, an `me maTze ukeTesi var~. es Zalze zo-gadi pasuxebia. sjobia, punqtobrivad SeafasoT dadebiTi da uaryofiTi mxareebi, mTavaria, sworad gaiziaroT da aRiaroT sxvaTa upiratesobani, radgan es saSualebas mogcemT, ifiqroT situaciis gamosworebaze.

4. Tqveni unarebidan romels SeiZleba ewodos gamorCeuli, kargi, saSualo, da-makmayofilebeli, susti?

axla SeecadeT SeafasoT Tqveni unarebi. yvela, gamonaklisis gareSe. ra gavlena iqonies maT Tqvens karieraze, hobize, sxva adamianebTan urTierTobebze, aqvT Tu ara raime saer-To sportTan, xelovnebasTan da a.S. CamowereT isini maTi mniSvnelobis mixedviT, ramde-nad SeuZliaT maT daxmareba samsaxurebriv winsvlaSi?

5. risi SemoTavazeba SegiZliaT?

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rodesac axal samsaxurSi midixarT, Tqven sTavazobT organizacias, TanamSromlebs, xel-mZRvanelobas mTel Tqvens unars, codnasa da gamocdilebas. magram es medlis erTi mxa-rea. sinamdvileSi, cxovrebis ganmavlobaSi Tqvens unars sTavazobT maswavleblebs, mSob-lebs, klaselebs, Zmebs, debs, megobrebs da a.S. amis Sedegad isini gaxdebian ufro bednie-rebi, ufro yuradRebianebi, miaRweven warmatebas, Tavadac gagiziareben TavianT gamoc-dilebas. romel unarebzea saubari? CamowereT isini.

6. rogoria Tqveni roli samsaxurSi?

Tqveni romeli Tvisebidan gamomdinare gTvlian Seucvlel da saWiro TanamSromlad? rogor amJRavnebT am Tvisebebs biznesSi, klientebTan, organizaciaSi, institutSi, megobrebTan, naTesavebTan da a.S. rogor da ra SegiZliaT SesTavazoT? rogori iqneba Tqveni roli 5 wlis Semdeg, 10 wlis Semdeg?

sakuTari Tavis obieqturad Sefaseba marTlac Znelia, iseve, rogorc Sedareba sxvaTa mona-cemebTan. da mainc, SeecadeT gaakeToT es.

Tormeti faseuloba

1. usafrTxoeba. TiToeul Cvengans surs, usafrTxod grZnobdes Tavs. yvelas gvinda, rom Cvens pirad da saqmian urTierTobebs icavdes stabilurobis uxilavi barieri, raTa viyoT ekonomikurad daculebi. Cven yovelTvis vizrunebT Cvens usafrTxoebaze. zogi-erTi CvenganisaTvis sasicocxlo mniSvnelobisaa iseTi garantiebi, rogoricaa socialuri usafrTxoeba, sapensio uzrunvelyofa, dazRveva da a.S.

2. kargi janmrTeloba. sul ufro meti adamiani midis im daskvnamde, rom kargi jan-mrTeloba ar gulisxmobs mxolod avadmyofobas. Cven mxned unda vgrZnobdeT Tavs, viyoT mimzidvelebi da Sromisunarianebi, anu mivaRwioT keTildReobis arss.

3. prestiJi. adamianTa umravlesobas surs hqondes kargi reputacia, sxvaTa pativisce-ma. Cven viswrafviT sakuTari survilebis ganxorcielebisken, sxva adamianTa yuradRe-bis mozidvisa da sakuTari Tavis mniSvnelovnebis SegrZnebisaken. Cven darwmune-bulebi varT, rom mivaRwevT yovelive amas, Tu gagvaCnia sazogadoebisTvis Rirebuli nivTebi, niWiereba, wodebebi, xarisxebi, damsaxurebani da a.S.

4. floba. adamianebs Zalian siamovnebT, rodesac isini raime sakuTrebis mflobelebi ari-an. rac ufro Rirebulia Cvens mflobelobaSi arsebuli sakuTreba, miT metad ganvicdiT kmayofilebis grZnobas.

5. statusi. Cven yovelTvis vcdilobT movipovoT maRali socialuri statusi ise,rom es ar moxdes ojaxisaTvis, mezoblebisTvis, kompaniisTvis, sazogadoebisTvis SeumCnevlad.

6. aRiareba. TiToeul Cvengans surs miaRwios sakuTari pirovnebis farTo aRiarebas. rac ufro meti adamiani gaakeTebs amas, miT ukeTe davikmayofilebT am moTxovnilebas.

7. keTilganwyoba. es faseuloba Zalian axlos dgas aRiarebasTan. Cven gvsurs, rom sxvebs vuyvardeT da, amavdroulad, viyoT maTi samyaros nawili.

8. pasuxismgebloba. adamianebisaTvis ubralod aucilebelia pasuxismgeblobis tvirTi an damatebiTi movaleobani – samsaxurSi, saxlSi, sazogadoebaSi – raTa gaacnobie-ron ama Tu im movlenebis mniSvneloba da ganicadon Tavmoyvareobis amaRlebuli grZnoba, Tuki maT Seitanes TavianTi wvlili saerTo saqmeSi.

9. adamianTa erToba. Cven, ZiriTadad, orientacias viRebT koleqtiur cxovrebaze. gvin-da vicxovroT sxvebTan erTad siamovnebis miRebis, megobrobisa da usafrTxoebis dacvis mizniT. gviyvars, rodesac sxvebs vuyvebiT sakuTari problemebis Sesaxeb da rodesac sxvebi gviziareben TavianT gasaWirs.

10.urTierTgageba. TiToeuli Cvengani saWiroebs axlobel, mxardamWer adamianebs, maTTan gansakuTrebuli urTierTobebis damyarebas. Cven gvinda, rom gagvigon da gaiziaron Cveni azrebi.

11.srulyofa. adamianebi iswrafvian TavianTi unarebis maqsimaluri ganviTarebisaken da tkbebian samuSaos ukeTesad Sesrulebis gamo.

12.damoukidebloba. yvela adamians aqvs TviTgamoxatvisa da TviTdamkvidrebis moT-xovnileba. yvelas surs aRqmuli iyos ara rogorc WanWiki cxovrebis uzarmazar meqa-nizmSi, aramed rogorc sakuTari bedis ganmkargavi, erTaderTi da ganumeorebeli pi-rovneba.

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maiers-brigsis meTodi

am meTods uwodes misi avtorebis, izabel maiers-brigsis da dedamisis saxeli. is agebulia Svedi fsiqologis, karl iungis Teoriis safuZvelze, romlis mixedviTac erTi SexedviT SemTxveviT gansxvavebebs qcevebSi, sinamdvileSi gaaCnia gacilebiT Rrma arsi, Tuki davakvirdebiT adamianTa mier informaciis Segrovebis, gadawyvetilebis miRebisa da erTmaneTTan urTier-Tobebis damyarebis meTodebs.aRniSnuli meTodis gamoyenebiT dadginda, rom adamianebi gayofian oTx kategoriad da Ti-Toeul kategoriaSi ori tipis adamiani xvdeba:

1. eqstravertebi (E) mimarTaven TavianT energias gare samyarosaken. isini laparako-ben da moqmedeben. intravertebi (I), piriqiT, kargad fiqroben, vidre raimes moi-moqmedebdnen. isini upiratesobas aniWeben iseT samuSaos, romelic moiTxovs mSvid, gonebriv aqtivobas.

2. sensitivebi (S) – es is adamianebia, romlebic aqtiurad iyeneben TavianT grZnobis organoebs informaciis SegrovebisaTvis. isini arian realistebi da mSvenivrad erkvevi-an samyaros yovel detalSi. intuitivebi (N), piriqiT, xedaven ama Tu im situaciis ganviTarebis Rrma azrs da farTo SesaZleblobebs, vinaidan samyaros aRiqvamen Ta-vianTi warmodgenebiTa da fantaziebiT.

3. logikurebi (T) akeTeben racionalur, logikur daskvnebs. isini advilad arCeven tyuil-marTals. yvelafers aanalizeben. emocionalebi (F), piriqiT, gadawyvetilebebs iReben TavianTi grZnobebis safuZvelze (es grZnobebi ki efuZneba maT RirebulebaTa siste-mas). isini arian taqtianebi, gamoxataven TanagrZnobas da aqvT midrekileba qvel-moqmedebisaken, aseve gamoirCevian diplomatiurobiT.

4. racionalebi (I) misdeven kargad organizebul cxovrebis wess, da rac ufro met mov-lenas akontroleben TavianT cxovrebaSi, miT ukeTesia maTTvis. iracionalebi (P), spontanuri reaqciebiT, miesalmebian siaxleebs.

adamianebze zemoqmedebis 12 pozitiuri xerxi

1. Tqvenma ufrosma, kolegebma, meuRlem, bavSvebma unda icodnen, rogoria Tqveni standartebi da Rirebulebebi, romelTa demonstrirebasac ganuwyvetliv unda axden-deT maT winaSe

2. kargad gaacnobiereT sakuTari miswrafebani, rwmena-warmodgenebi da a.S., anu yvelaferi is, rasac SeuZlia gavlena moaxdinos komunikaciis procesze. gaxsovdeT, rom Tqven msgavsad aseTi mxareebi sxva adamianebsac aqvT, amitom ar Rirs maT-ze tabus dadeba. Tuki Tqven gamoiCenT moTminebasa da yuradRebas sxva adami-anTa mimarT, isinic zustad ase mogepyrobian.

3. darwmunebuli unda iyoT, Tu ra adgils ikaveben irgvliv myofebi TqvenTan damokide-bulebaSi (meuRle, Svilebi, kolegebi da a.S.) da rom isini amas kargad acnobiereben. maT unda esmodeT, ras eliT maTgan da ras unda elodnen Tqvengan. moiqeciT ise, rom maT advilad SeeZloT Tqveni gulis mogeba.

4. ar daiSuroT komplimentebi da adamianebi SeaqeT sajarod, Tuki amis saSualebas mogcemT situacia, dro da adgili. Seqeba, rogorc Tqveni sapasuxo reaqcia adamianTa dadebiT qmedebebze, gamoiwvevs Semdgom pozitiur nabijebs.

5. Tqven unda gaagebineT adamianebs im cvlilebaTa Sesaxeb, romlebmac SeiZleba moaxdinon gavlena maTze. Tu es cvlilebebi Seexeba am adamianTa cxovrebis stils, maSin gadaaqcieT isini mokavSireebad da imuSaveT maTTan erTad.

6. izruneT sxvebze. yuri daugdeT meuRlis, Svilebis, kolegebis Civilebs da pretenziebs. Tuki gamoiCenT mzrunvelobas maT mimarT, sapasuxo reaqciac ar daayovnebs.

7. SeecadeT daexmaroT sxvebs. iyaviT iq, sadac saWiro xarT da Tqvens daxmarebas elian.

8. daakisreT pasuxismgebloba sxva adamianebs da, amavdroulad, nurc Tqven moiklebT valdebulebebs. Sedegad, Tqven yovelTvis sikeTiT gipasuxeben.

9. iyaviT taqtiani, yuradRebiani da diplomatiuri. moiqeciT ise, rogorc Tqven gindaT, rom mogeqcnen.

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10.yovelTvis SeecadeT iswavloT rame imaTgan, visTanac urTierTobT. jer erTi, Tqven al-baT miiRebT maTgan informacias. meorec, isini SeigrZoben TavianT mniSvnelobas, rodesac SeZleben TqvenTvis raimes swavlebas.

11.arasodes SezRudoT sxvaTa TviTgamoxatvis Tavisufleba, iqneba es mcirewlovani bav-Svi Tu asakovani mSobeli, moswavle Tu maswavlebeli, daraji Tu kompaniis preziden-ti. TiToeul Cvengans surs, rom sxvebma icodnen, ras vgrZnobT da vfiqrobT.

12.STaagoneT sxvebi, raTa isini iqcnen `Semoqmedebad~. yvela Cvengani aris mxatva-ri, musikosi, gamomgonebeli, arqiteqtori, dizaineri da xelosani. ubralod zogs kargad gamosdis, zogs – cudad (Tvalsazriss gaaCnia).

urTierTobebis SenarCunebis 6 xerxi

1. arasodes daamciroT sxvaTa Rirseba sajarod. Tu gsurT romelime adamianis an ideis diskreditireba, es unda ganaxorcieloT Zalze taqtianad.

2. arasodes gaakritikoT sxvebi sajarod. Tu gaqvT raime saTqmeli sxva adamianisTvis, gaakeTeT es pirispir Sexvedris dros konstruqciulad da taqtianad.

3. yovelTvis dauTmeT yuradReba irgvliv myofebs. nu gadatvirTavT maT sakuTari prob-lemebiT, rodesac saubari gaqvT mniSvnelovan Temaze.

4. arasodes moaxdinoT imis demonstrireba sajarod, rom viRacas aniWebT upiratesobas. es gamoiwvevs arasasurvel metoqeobasa da dapirispirebas.

5. iyaviT darwmunebuli sakuTar azrebSi, grZnobebsa da gadawyvetilebebSi, magram nu iqnebiT zedmetad gulaxdili. gaubedaoba iwvevs gaognebasa da gaugebrobas, xo-lo uwesrigoba – meryeobasa da qaoss.

6. vinaidan Tqven gindaT Tu ara, mainc urTierTqmedebT garSemo myofebTan, gamud-mebiT unda akontroloT komunikaciis is saSualebebi, romlebiTac ukavSirdebiT sxvebs, kerZod, unda icodeT, rogor gamoiyurebiT, rogor iqceviT, rogor metyvelebT da rogor werT.

12 dabrkoleba `nayofieri~ urTierTobebisaTvis

texasis qalaq hiustonis beiloris samedicino kolejSi SemuSavebuli `ganviTarebisa da socialu-ri urTierTqmedebis programis direqtori~, doqtori ralf i. fridi migviTiTebs im Tormet dabrko-lebaze, romlebic xels uSlis urTierTobas. esenia:

1. cenzura2. naTeli miznis uqonloba3. naklebi warmodgena imaze, visTanac gaqvT saqme4. enobrivi saSualebebis araswori arCevani5. Seusabamoba qmedebasa da Setyobinebas Soris6. sakuTari azrebis gamoxatvis unaris arqona7. araswori gaformeba8. arxis araswori SerCeva9. usaxuri `SefuTva~10. udroo dro11. sasargeblo informaciis nakleboba12. uiRblo dasawyisi an adresatis Seufasebloba

1. cenzura

arsebobs ori saxis cenzura: bunebrivi da xelovnuri. bunebriv cenzuraSi igulisxmeba fizi-kuri distancia, enobrivi barieri da gonebrivi unarebi, romlebic xels uSlis adamianebs Soris informaciis gacvlas.

xelovnuri cenzura Cndeba maSin, rodesac viRaca cdilobs, SeaCeros an Secvalos sxva adamianis Setyobineba. pirovnebaTSoris urTierTobebSi es xdeba maSin, rodesac viRac akontrolebs sxva adamianis qmedebebs, aregulirebs mis gemovnebas da axdens misi sit-yvebis reglamentirebas. mag., Tqven ar SegiZliaT Sesvenebis dros dalioT spirtiani sasmeli da Semdeg mSvidad daubrundeT samuSao adgils. anda samsaxurSi unda gecvaT muqi lurji

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kostiumi, TeTri perangi da gekeToT halstuxi. da Tu ar SegiZliaT, Tqvens kompaniaze TqvaT raime kargi, maSin Tqven ver gaagrZelebT iq muSaobas.

2. naTeli miznis uqonloa

ara aqvs mniSvneloba, ra formiT gagzavniT Setyobinebas, mTavaria gagaCndeT naTeli mizani, radgan, Tu mizani ar dasaxeT zustad, SesaZloa sxvebma ver gaigon igi saerTod.

3. naklebi warmodgena imaTze, visTanac gaqvT saqme

Tqven kargad unda icnobdeT im adamianebs, romlebTanac amyarebT urTierTobas, unda flobdeT informacias maTi interesebis, miznebis, miswrafebebis, survilebisa da problemebis Sesaxeb, winaaRmdeg SemTxvevaSi SesaZloa CavardeT uxerxul situaciaSi. garda amisa, aucileblad unda gaiTvaliswinoT kulturuli Taviseburebebi. mag., is, rac misaRebia CinelisaT-vis, SeiZleba miuRebeli aRmoCndes amerikelisaTvis.

aqedan gamomdinareobs daskvna: vidre SeqmniT, SefuTavT da gadascemT Setyobine-bas, manamde zustad unda daadginoT, rogor adamianTan gaqvT saqme.

4. enobrivi saSualebebis araswori arCevani

mas Semdeg, rac SeviqmniT swor warmodgenas adamianze, misTvis gankuTvnili Setyo-bineba unda avagoT misTvis gasageb enaze. martivi magaliTi: SeuZlebelia isaubro, vTqvaT, birTvul energiaze mexuTeklasel bavSvebTan da studentebTan erTi da imave sityvebiT.

cxovrebaSi SexvdebiT ufro rTul situaciebs, amdenad am sakiTxis ugulebelyofa yovlad dauSvebelia.

5. Seusabamoba qmedebasa da Setyobinebas Soris

`qmedebebi sityvaze xmamaRla metyveleben~. SesaZloa es odiozuri gamonaTqvami iyos, magram realuradac asea. qmedebebi gacilebiT Zlieri saSualebaa urTierTobebis dasa-regulireblad. araviTar SemTxvevaSi ar dauSvaT, rom Tqveni namoqmedari ewinaaRmdege-bodes Tqvens sityvebsa da imijs.

6. sakuTari azrebis gamoxatvis unaris arqona

frTxilad SearCieT sityvebi, raTa maTi mniSvneloba ar iyos orazrovani da ar damaxinjdes. sinonimebis Ziebisas gamoiyeneT leqsikoni da ise CaanacvleT sityvebi an frazebi. Tu saWi-roa, aso-aso warmoTqviT sityva. mokled, Tqveni amocanaa, naTlad gamoxatoT is azri, rom-lis gaJRerebasac apirebT. amis ukan imaleba Tqveni survili urTierToba iqonioT maTTan, vis-Tvisac gankuTvnilia Setyobineba; Tqveni swrafvaa ar awyeninoT da gaurkvevlobaSi ar Ca-agdoT adamianebi.

7. araswori gaformeba

nu damarxavT Tqvens azrs sityvaTa raxaruxSi. sjobs, zusti TanmimdevrobiT da logikis dacviT ganalagoT sityvebi, frazebi, azrebi, romelTa aRqma iqneba martivi.

8. arxis araswori SerCeva

Setyobinebis gadamcem yovel arxs aqvs Tavisi Zlieri da susti mxareebi. gansazRvrul drosa da momentSi SesaZloa ukeTesi aRmoCndes erTi romelime arxis gamoyeneba. mxo-lod Tqven SegiZliaT gadawyvitoT, Tu romel arxs mianiWebT upiratesobas. mag., xom ar amjobinebT werilis gagzavnas erT satelefono saubars? an iqneb ufro Sedegiani aRmoCndes pirispir Sexvedra? rogorc unda iyos, es mainc Tqveni gadasawyvetia.

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9. aramimzidveli SefuTva

rodesac adamiani ar erkveva sagamomcemlo saqmianobaSi, qaRaldis xarisxSi, ferTa struqturaSi, fotografiaSi da a.S. is iZulebulia, mimarTos am sakiTxebis eqsperts. aseve Tu ar SegiZliaT sworad daweroT werili da kargad waradginoT angariSi, amisaTvis unda gaxdeT eqsperti sakuTari TavisTvis. pirovnebaTSorisi urTierTobebis Sesaxeb arsebobs uamravi lite-ratura, romelic dagexmarebaT, daixvewoT iseT sakiTxebSi, rogoricaa kargi manerebi, Cac-mis stili, metyveleba da a.S.

10. udroo dro

mas Semdeg, rac gvecodineba visTvisaa gankuTvnili Cveni Setyobineba, ra Sinaarsisaa igi, romeli arxiT gadaicema, unda SevarCioT komunikaciisaTvis Sesaferisi dro. mag. Tu iciT, rom Tqveni ufrosi yovelTvis uyurebs saRamos axal ambebs, maSin umjobesi iqneba, ar mowyvitoT igi am process da darekoT masTan mogvianebiT. winaaRmdeg SemTxvevaSi es gamoiwvevs ara imdenad Sefis guliswyromas, ramdenadac Tqveni problemisadmi misi yu-radRebis dabal koncentracias, rac, ra Tqma unda, arasasurvelia.mokled, rodesac saqme miva drois SerCevamde, SeecadeT, gaakeToT yvelaferi, rac Tqven-zea damokidebuli, raTa Tavidan aiciloT warumatebloba.

11. sasargeblo informaciis nakleboba

yoveldRiurad Cven vRebulobT uamrav informacias fostiT, televiziiT, radioTi da gazeTebiT sxvadasxva Setyobinebis saxiT, romelTa simravlis gamoc nakleb yuradRebas vuTmobT maT. es gansakuTrebiT exeba sareklamo gancxadebebs. magram sakmarisia aRmovaCinoT CvenTvis saintereso informacia, rom mTeli yuradReba gadagvaqvs masze, raTa xelidan ar gavuSvaT misgan gamomdinare sargebeli.

amdenad, Tu gsurT, Tqvenma ideam moipovos mxardaWera adamianebis mxridan, ma-Sin imoqmedeT aRniSnuli principiT. warmoaCineT saqme ise, rom masSi yvelam Tavisi inte-resi da sargebeli aRmoaCinos, anu miiRos TavisTvis sasargeblo informacia.

12. warumatebeli dasawyisi da adresatis Seufasebloba

erTxel Cemi axlobeli Sevida afTiaqSi da iq myof axalgazrda gogonas hkiTxa, Tu sad Se-eZlo enaxa farmacevti. misda gasakvirad, gogonam upasuxa: mzad var, gemsaxuroT. es magaliTi gvaswavlis imas, rom Tqven Tavi unda SeikavoT qedmaRlobis demonstrirebisagan, raTa pirvelive kontaqtisas adresatisgan ar miiRoT negatiuri damokidebuleba da ar daukar-goT TqvenTan urTierTobis survili. aqedan gamomdinare, Tqven unda xarjavdeT dros ara Secdomebis daSvebasa da eqsperimentebis Catarebaze, aramed codnis SeZenasa da mis gamoyenebaze. miuxedavad amisa, intuicia – es SesaniSnavia. es aris sakuTari Secdome-bis, warmatebebisa da gamocdilebis analizis Sedegad gakeTebuli swori daskvna. Tu flobT komunikaciis unar-Cvevebs da iciT zogierTi fsiqologiuri faqtori, CaTvaleT, rom pirovnebaT-Soris urTierTobebSi warmateba geliT.

fsiqologiuri faqtorebi

robert reili Tavis wignSi `sazogadoebrivi urTierTobebi moqmedebaSi~ did yuradRebas uT-mobs berelsonisa da steineris kvlevas `adamianuri qcevebi~. iq moyvanilia is aTi fsiqolo-giuri faqtori, romlebic mniSvnelovan rols asrulebs komunikaciur procesSi:

1. Worebis gavrceleba did gavlenas axdens garSemo myofTa damokidebulebaze Tqven mimarT; Worebs, rogorc wesi, itaceben is adamianebi, romelTac surT maTi mosme-na; isini xels uwyobs subieqturi damokidebulebis gamyarebas; maT unda davupirispirdeT obieqturi informaciiT, romelic unda qveyndebodes ara Worebis gavrcelebis procesSi, ara-med misgan damoukideblad.

2. adamianebi Zalian xSirad eZeben TavianTi subieqturi daskvnis damadasturebel informacias sakamaTo sakiTxTan dakavSirebiT.

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3. adamianebi cdiloben, gaerkvnen ama Tu im sakiTxis ganxilvis tendenciaSi, rom-lis Sesabamisadac isini imoqmedeben gansazRvrul situaciaSi. es aZlevT maT sworad moq-cevis saSualebebs.

4. Tu Tqven gecodinebaT, rom arcTu Soreul momavalSi mogiwevT ama Tu im infor-maciis gamoyeneba, maSin es xels Suwyobs mis ukeTes damaxsovrebas im SemTxvevaSic ki, rodesac is informacia saintereso araa.

5. Zlieri safrTxe nakleb zemoqmedebas axdens pirovnebaTSoris urTierTobebze, vid-re mcire safrTxe.

6. rodesac sakuTar Tvalsazriss icavT, unda gamoTqvaT mxolod mis sasargeblo ar-gumentebi.

7. rac ufro maRalia auditoriis inteleqtualuri done, miT metia misi ndoba 8. beWdviTi sityvis mimarT, rac ufro dabalia inteleqtualuri done, miT maRalia

radiosa da televiziis mimarT ndoba.9. 8. adamianebSi SeiniSneba myari argumentebisa da daskvnebis, araswori gage-

bis, mcdari interpretirebisa da sakuTar SexedulebebTan SesabamisobaSi moyvanis tendencia. isini amaxinjeben aseTi tipis Setyobinebebs da warmoaCens mas TavisaTvis mi-saRebi rakursiT.

10. im SemTxvevebSi, rodesac auditoria keTilganwyobilia komunikatoris mimarT, magram ar eTanxmeba mis daskvnebs, SeiniSneba informaciis wyarosa da Sinaarsis gan-calkevebis tendencia.

11. Tuki gamoiyenebT auditoriaze zemoqmedebisa da normaluri urTierTqmedebis SesaZleblobas, amiT gaizrdeba imis albaToba, rom Tqvens informacias miiReben da arsebu-li winaaRmdegobebi gadalaxuli iqneba.

Cveni qmedebis ganmsazRvreli 4 ZiriTadi faqtori

Cven vmoqmedebT, CavdivarT raRac saqciels sxvaTa qmedebis sapasuxod da amas sa-fuZvlad udevs oTxi faqtori:1. Cven SeiZleba vmoqmedebdeT qvecnobier doneze, arsebuli principebis, Cve-

vebisa da instinqtebis Sesabamisad.2. zogjer Cven ganvicdiT miRebuli normebisa da moqmedebis wesebis arcodniT

gamowveul informaciul naklebobas. amis gamo garkveul situaciebSi vdgamT kontrproduqti-ul nabijebs.

3. Cven SeiZleba vmoqmedebdeT emociebis gavleniT. komunikaciis araverbaluri arxebis gamoyenebisas Cven vmoqmedebT, Tumca ar vacnobierebT amas.

4. Cven vurTierTobT winaswar Sedgenili gegmis Sesabamisad, anu ise, rogorc CavifiqreT.

25 araverbaluri komunikaciuri Jesti

1. Tuki Tqveni Tanamosaubre akakunebs TiTebiT, es SeiZleba niSnavdes, rom igi avlens mouTmenlobas, moiwyina da nerviulobs.

2. Tuki Tqveni Tanamosaubre mxrebs iCeCavs, es niSnavs, rom mas ar ainteresebs Tqveni saubari an misTvis sulerTia.

3. Tuki Tanamosaubre xelebs aqcevs muxlebs Soris, es niSnavs, rom is sasowarkveTilia.4. Tuki Tanamosaubre muStebs kravs, es niSnavs, rom is ganwyobilia agresiulad da cdi-

lobs, yvelaferi akontrolos.5. Tuki Tanamosaubre xelisgulebs wevs zemoT, adunebs xelebs, es niSnavs, rom is gak-

virvebulia, dafiqrebulia da dgas winaaRmdegobebis winaSe.6. Tuki is ixsnis pijakis Rilebs, es niSnavs, rom is mzadaa aqtiuri moqmedebebisTvis.7. mkerdze mibjenili xelebi niSnavs gamowvevas, gansjas.8. Tu adamiani moZraobs swrafad, xelebi aqvs modunebuli, nikapi wamoweuli, is axdens

simtkicis demonstrirebas.9. Tu adamiani Zlivs miaTrevs fexebs, xelebi jibeebSi aqvs, Tavi – CaRunuli, es niSnavs,

rom igi daTrgunulia.10. loyisqveS amodebuli xelisguli niSnavs, rom igi gakvirvebasTan erTad gamoxatavs in-

teress.

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11. Tu Tqveni Tanamosaubre wakravs xeliT nikaps, es niSnavs, rom mas mouvida raime idea, an is dafiqrebulia.

12. Tu adamiani cxvirs isress, es niSnavs, rom igi dafiqrebulia.13. Tu adamiani doinjiT dgas, es niSnavs gamowvevasa da upiratesobis demonstrirebas.14. Tuki xelisgulebi dalagebuli aqvs saxliseburad, es niSnavs, rom Tanamosaubre dain-

teresebulia.15. Tuki Tqveni Tanamosaubre gverdiT xris Tavs, es niSnavs, rom dagciniT da erToba.16. Tuki Tqveni Tanamosaubre saTvales uSvebs cxviris wveroze, es niSnavs, rom mas

meti informacia, meti faqti sWirdeba.17. Tuki adamiani windaukan dadis, es niSnavs, rom is nerviulobs.18. Tu adamiani isress warbebSua adgils, es niSnavs, rom is daiRala.19. Tu adamiani zis skamis kideze, es niSnavs, rom is molodinSia da gamoxatavs inte-

ress.20. Tu adamiani zis da fexi fexze aqvs gadadebuli, an odnav aTamaSebs fexs, es niS-

navs, rom is mowyenilia da gamoxatavs monatrebas.21. Tu adamiani akeTebs damaxasiaTebel Jests saCvenebeli TiTiT, es niSnavs, rom mas

surs xazi gausvas Tavis azrs.22. Tu adamiani metad Tavisuflad warmoaCens Tavs, es niSnavs, rom mas surs sxveb-

ze STabeWdilebis moxdena.23. Tu adamiani skamis sazurges mieyrdnoba da kiserqveS xelebs amoidebs, es niS-

navs, rom mas surs moduneba da STabeWdilebis moxdena.24. Tu adamiani saubris dros pirs xeliT ifarebs, es niSnavs, rom ar surs,misi esmodeT.25. Tu adamians zurgs ukan erTi xeli muStad aqvs Sekruli, xolo meoriT mas ikavebs, es

niSnavs, rom is SeboWilia, daZabulia.

profesionalizmi

rodesac PR-is ramdenime specialisti erTad ikribeba, saubari maT Soris aucileblad exeba Semdeg problemas: ra doziT SeiZleba CaiTvalos PR profesiad. profesionalizmis Tema domi-nirebs agreTve mraval konferenciaze. PR-sadmi miZRvnili uamravi publikacia da sainforma-cio biuleteni aseve exeba sazogadoebrivi urTierTobebis specialistTa profesionalizms. aR-niSnuli sakiTxi PRSA-m scada moegvarebina Semdegnairad: asociacia Tavisi akreditebuli wevrebisagan iTxovda umaRles ganaTlebas PR-is sferoSi, riTac isazRvreboda maTi profesio-nalizmi.

miuxedavad azrTa sxvadasxvaobisa, arsebobs profesionalizmis damdgeni zogadi kriteri-umebi, romlebic moqmedebs yvela profesiasTan mimarTebaSi:

1. specializebuli ganaTlebis moTxovna;2. unikaluri da mniSvnelovani samuSaos Sesrulebis uzrunvelyofa;3. sazogadoebrivi interesebisa da socialuri pasuxismgeblobis uzenaesoba speci-

alistis pirad miznebTan mimarTebaSi;4. praqtikos-specialistTa avtonomiurobisa da maTi pasuxismgeblobis balansi;5. profesiuli asociaciebis meSveobiT gansazRvruli kodeqsebisa da normebis da-

nergva kolegebs Soris.

nebismieri msjeloba PR-Si profesiuli ganaTlebis miRebis Sesaxeb, dadis Semdeg das-kvnamde: am sferoSi muSaobis dawyebisTvis sulac ar aris aucilebeli specializebuli ganaTle-bis miReba, mag. umsxvilesi profesiuli asociaciebis wevrTa Soris `akreditebulTa~ da `serti-ficirebulTa~ raodenoba Zalze mcirea. StatebSi praqtikul PR-Si saqmianobis wamosawyebad aranairi licenzia ar aris saWiro.

klientebis tipuri uaryofiTi stereotipebis da maTi gaZlierebis meTodebis Camo-naTvali (nusxa)

yuradReba

N 1. PR-obieqtis pozicionirebis ararseboba, rac iwvevs bunebriv daZabulobas

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2. `Zvelia! ukve vici! Tavi momabezres!~ 3. `RmerTo! ra myviralaa!~ 4. `yvelaferi es Cemi araa. es ar mWirdeba. amaze maRla vdgavar (iSviaTad dabla)~. 5. `ulamazoa! ase ar Rirs reklamireba! ras akeTeben?“

interesi, survili 6. `yvela ityueba! arasdros da arsad ase ar xdeba! usargebloa! sul tyuilad! Cems xar-jze undaT gamdidreba! ar mjera!~ 7. `ukeTesic minaxavs da isini mirCevnia (mxolod isini minda)!~ 8. `CemTvis gaugebaria da rTuli... rogorme Zveleburad gamoval~. 9. `ara! es sxva problemebs gamoiwvevs. es cvlis Cems Cvevebs: me ufro bevrs dav-kargav (da saerTod, Cven ubedurebas veliT)!~ 10. `meSinia! es saxifaToa! da meSinia, SevimCnio, rom meSinia!~ 11. `maT yvelaferi saeWvod kargad aqvT! magram me xom vici, rom ase ar xdeba!!!~ 12. `mezareba...~ 13. `es Yyvelaferi Zviria!~

PR-samsaxurisaTvis tipuri samuSaoebis nusxa

1. firmis xelmZRvanelobasTan

– `firmis misiis~ gansazRvra – deklarirebulia socialuri mizniT, aseve, uzrunvelyofs mis siste-mas safirmo standartiT. – xelmZRvanelobis, mTlianad firmis, misi saqonlis da momsaxurebebis urTierTSeTanxmebu-li imijis damuSaveba. – firmis Rirebulebis gazrda imijis meSveobiT.– xelmZRvanelobis momzadeba molaparakebebisa da masmediisaTvis. – xelSekrulebis gaformeba xelmZRvanelobasa da xelisuflebas Soris, aseve partniorebTan da saerTaSoriso organizaciebTan.– prezentaciebis, Sexvedrebis, gamofenebis, seminarebis, preskonfereciebis da a.S. organizeba.– krizisebis prognozireba da maTi Tavidan acilebis meTodebi.– PR-aqciaze dasaxarji biujetis gansazRvra.– imijis, brendis, savaWro niSnis rogorc aramaterialuri aqtis Sefaseba.

2. konkurentebTan

– warmatebuli Tu warumatebeli PR-aqciebis da reklamebis warmoeba rogorc sakuTari fir-misTvis, aseve konkurentebisaTvis – klientebis da konkurentebis yuradRebis mipyroba kanonieri meTodebiT

3. firmis TanamSromlebTan

– klientebTan uSualod momuSave personalis SerCevaSi uSualo monawileobis miReba. – personalis treningi, klientebTan da partniorebTan efeqturi komunikaciis misaRwevad.– firmis standartebis damuSaveba da Sesruleba.– danergva lozungisa: `firmis imijze pasuxs agebs mTeli firma da ara mxolod PR-ganyofile-ba~.– firmis TanamSromlebis arakontrolirebadi urTierTobebis aRmofxvra presasTan, firmasTan dakavSirebul sakiTxebze.– konkursebis Catareba saukeTeso reklamis da menejeris gamosavlenad.– niadagis momzadeba xelmZRvanelobis gankargulebebisa da brZanebebis ukeT aRsaqme-lad (mag. Sida mowyobilobebisa da Sromis pirobis Secvla, mowyobilobebis modernizacia, axali produqciis gamoSvebaze gadasvla, axali momsaxurebebis danergva).– axsna-ganmartebiTi samuSaoebi axali daniSvnebisa da gaTavisuflebebis Sesaxeb.– firmis monawileobis organizeba profesiul gamofenebsa da konkursebSi.– firmis istoriis amsaxveli dokumentaciis Sekreba-Senaxva.– Worebis aRmofxvra. – masobriv klientze orientirebuli nebismieri dokumentis SeTanxmeba.

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4. klientebTan

– klientebisa da potenciuri klientebis pozitiuri da negatiuri stereotipebis kvleva.– saqonlis da/an momsaxurebis pozicionireba klientebisTvis ( mag. swored Tqveni firmis da ara ubralod msgavsi saxis saqonlis an momsaxurebis moTxovnis Cvevis danergva).– klientebis uaryofiTi stereotipebis koreqcia.– aramiznobrivi klientebis msubuqi Camocileba.– axali da mudmivi klientebis yuradRebis misaqcevi RonisZiebebis gatareba.– niadagis momzadeba fasebis gazrdis, finansuri danaklisis, dividendebis gadaxdis dagvia-nebisTvis da a.S.– saqvelmoqmedo Tu sasponsoro aRmoCenili an araRmoCenili sakiTxebis ganxilva.

5. partniorebTan

– firmis politikisa da grZelvadiani miznebis gansazRvra.– uaryofiTi stereotipebis koreqcia.– miznobrivi muSaoba `azris liderebTan~ firmis imijis formirebaze.– firmis mier partniorebisa da mTavrobisagan `ndobis kreditis~ aReba.

6. presasTan

– reklamis gaSuqebisas grafikisaTvis Tvalis devneba.– presasTan konfliqtebis acileba.– operatiuli reagireba e.w. kontrreklama presaSi gamoCenil kompromatebze.

PR-is tipuri obieqtebis CamonaTvali

adamianTa gaerTianeba

– eri.– sxvadasxva saxis bloki, kavSiri.– saxelmwifo da misi politika.– klasi, fena, partia.– msxvili profesiuli dajgufeba (mag. samxedroebi, msaxiobebi).– koleqtivi, jgufi, firmis personali.– dueti, wyvili, ojaxi, modgma.

adamianebi

– religiis, msoflmxedvelobis, moZraoba `eris mamis~ damfuZneblebi.– politikuri an partiuli moRvaweebi.– mefe, dedofali, princi, grafi, aznauri.– damcvelebi, meomrebi, deteqtivebi.– eqimi, mkurnali, maSveli.– mRvdeli, religiuri moRvawe, fsiqoTerapevti.– Samani, jadoqari, eqimbaSi.– `azris lideri~ mocemul kulturul jgufSi.– maswavlebeli, mwvrTneli.– sakuTari saqmis didostati, mWedeli, xarazi, konditeri.– Sefi da/an firmis xelmZRvaneloba.– mosamarTle, advokati, prokurori, gamomZiebeli.– Cinovniki, moxele, biznesmeni, komersanti.– gamomgonebeli.– mecnieri, mkvlevari.– eqsperti, konsultanti, analitikosi.– mzveravi.

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– sportsmeni, Cempioni, rekordsmeni.– artisti, msaxiobi, Soumeni, popularuli wamyvani.– redaqtori, reJisori.– mwerali, Jurnalisti, reklamisti, gamomcemeli, modeliori.– eretikosi.– Semoqmedi, mxatvari, xelovani.– firmis partniorebi.– firmis klientebi.– firmis konkurentebi.– zrdasruli adamiani, moqalaqe, amomrCeveli, gadamxdeli.– mamakaci.– qali.– mozardi, moswavle, bavSvi, Cvili.– invalidi, avadmyofi.– braldebuli, damnaSave, amoraluri personaJi.

sxva obieqtebi

– ideologia, msoflmxedveloba, religia, rwmena, swavleba.– Tavisufleba.– qveynis, eris, lideris politika, meTodi, meTodika.– prognozi.– kriteriumebi.– kanoni, kanonzomiereba, tendenciebi.– moqmedeba, qmedeba, PR-aqcia.– dResaswauli, iubile.– cxovrebis wesi, tradicia.– moda, stili, safirmo momsaxureba.– momsaxurebebi, SeRavaTebi, firmis fasdaklebebi.– sasamarTlo garCevebi.– mogzauroba, turebi, mivlineba.– RirsSesaniSnaoba (Zeglebi, gareubani, saxli, restorani, klubi).– buneba, adgilobrivoba.– cxoveli.– mcenare.– masobrivi informaciis saSualebebi.– movlenebi, sainformacio sababi.komentari: CamoTvlili obieqtebi SesaZloa aseve iyvnen PR-saSualebebic.

uaryofiTi stereotipebis gaZlierebis meTodebi, anu rogor aRviqvaT skandali

qvemoT CamoTvlili meTodebis gamoyenebiT advilad gavumklavdebiT konfliqts (skan-dals), rac, samwuxarod, rigi firmebis TanamSromlebma ar ician... isini axlosaa antirekla-mis meTodebTan...

1. problemis Tavidan arideba an misi yovelTvis erTgvarad gadaWris mcdeloba, kerZod: klientebis, partniorebis grZnobebis, SiSebis, sifrTxilis (maT Soris uaryofiTi stereotipe-bis), problemebis ignorireba.

2. klientisaTvis misi warsuli warumateblobis, marcxebis Sexseneba.3. aramarTlzomieri Sedareba an braldebis ganzogadeba,

maT Soris grZnobebis miwera, romlebic Tavad bralmdebelisaTvis an aSkarad uaryofi-Ti personaJisaTvis ufroa damaxasiaTebeli. aq xSirad gamoiyeneba am saxis formuli-

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rebebi: `yvelaferi Tqveni bralia~, `aravin da arasdros~, `iseTive cudia, rogorc...~ da a.S.

.4. klientis daTrgunva ZalauflebiT, arCevanis akrZalva. ultimatumuri pirobebis, SezRudvebis, moTxovnebis daweseba, samarTliani, patiosani kon-kurenciis Tavidan acileba da resursebis danawilebaze uaris Tqma.

klientebis tipuri dadebiTi stereotipebis da maTi gaZlierebis meTodebis nusxa

tipur dadebiT stereotipebs 1990-1995 ww. dsT-is qveynebSi, sareklamo publikaciebis statis-tikis Tanaxmad, SeiZleba mivakuTvnoT:eri, xalxurobatradicia, moda, stili, Cveuleba an Zveli keTili stiliprestiJuli adgili: qalaqis an gareubnis raioni, centraluri quCebi, istoriuli Zeglebi, dasvenebis adgili, klubebi, restornebi da a.S.cnobili mwarmoebeli firmagmiri: msaxiobi, sportsmeni, politikosi, biznesmenisocialuri jgufis kuTvnileba: mag. `es Cemi ojaxia~, `es Cemi gundia~, `Cvenebi imarjve-ben~.romelime socialuri rolis warmatebiT Sesrulebis aRiareba: `uSiSari alpinisti~, `SesaniSnavi deda~, `namdvili profesionali~ da a.S.TviTpativiscema, TanasworebTan konkurencia da maTi aRiarebis mopovebisken swrafva, vinc CvenTvis Zvirfasia da visiTac aRtacebuli varT.masobrivi informaciis saSualebebi: satelevizio gadacema, Jurnali da a.S.cnobili, xSirad mkvaxe, gesliani gamonaTqvamebi, scenebi da gmirebi popularul kino da te-lefilmebSi, videoklipebSi.ubralod pativismcemeli mimarTva – urTierToba klientTan, rogorc partniorTan, misi gansa-kuTrebulobis (Tvalebis, figuris, manerebis da a.S.) aRiareba da kiTxvebis seria, romlebzec gulaxdilad ginda upasuxo: `diax~.komentari: tipuri pozitiuri stereotipebis amgvari ganlageba ar niSnavs siis TavSi arsebulTa upiratesobas. rodis, sad da romeli pozitiuri stereotipi unda iqnes gamoyenebuli - mxolod kli-entis Seswavlis Semdeg dgindeba.

dadebiTi stereotipebis gaZlierebis meTodebi

1. klientisTvis usiamovno situaciis gamoricxva (misi individualuri stereotipebis gaTvalis-winebiT)

2. klientebis gaerTianeba ukve mimdinare an adre ganxorcielebul qmedebasTan (ada-mians sTavazoben SeuerTdes ukve mimdinare process, sxvebis, maT Soris cnobili kli-entebis qmedebebs). amasTan, aCveneben, Tu rogor wydeba sxva klientebis proble-mebi

3. klientebis dadebiTi stereotipebis Sejamebaanu– pozitiuri stereotipi 1 + pozitiuri stereotipi 2– mudmivi stereotipebis gamoyeneba

– ramdenime arxiT paraleluri da sasiamovno zegavlena aRqmazekomentari: rogorc wesi, aq ar axseneben sxvebis `gamarjvebebs~, radgan isini `amdab-leben~ klients. 4 `brZolis da gamarjvebis~ standartis gamoyeneba klientisaTvis simpaTiuri gmiri da/an Tavad klienti reklamis da PR-is saSualebebis mier Caismeba `brZolisa da gamarjvebis~ erT-erT stadiaSi da, rogorc is fiqrobs, Tavisuflad axorcielebs Tavis arCevans.5 klientis da/an gmiris gamarjveba, anu stereotipebis daZleva, SiSebis, sifrTxilis, jan-mrTelobis, nervebis, fulis, drois, zedmeti xarjvis gadalaxva; anu– problemis realuri gadaWra – problemis moulodnelad swrafi gadaWra– emociis `dineba~– sakuTari qcevebis, komfortis, simSvidis gamarTleba

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magaliTi: aSS-Si cudad iyideboda miniaturuli `folksvageni~, radgan prestiJuli iyo didi moculobis avtomanqanebi. gayidvis moculoba mniSvnelovnad gaizarda, roca Seicvala sareklamo kompaniis slogani: `folksvageni~ – Tqveni meore manqana~.

– damajerebeli garantiebis miReba – `rom ar moxdeba araferi usiamovno~.

pozicionireba, rogorc stereotipebis sistema

pozicionireba – aucilebeli etapi axali saqonlis, momsaxurebis an ideis popularizaciisaT-vis. pozicionirebis xarisxobrivi etapebi Seesabameba PR-samuSaos safexurebs.

`jojoxeTi-es sxvaa~ J.p. sartri

miiCneven, rom xelovneba adamianebs aerTianebs. albaT aSorebs kidec, radgan, bu-nebrivia, publika sul mcire or nawilad iyofa: momxred da mowinaaRmdeged. yovel ada-mians xom sakuTari damokidebuleba aqvs momxdarTan da Taviseburad marTalia. osta-tic, romelic erTi nawarmoebiT gamoxatavda amqveynad yvelafers da miiRebda erTnair Sefasebas, ar dabadebula.PR-is eniT rom vTqvaT, xelovnebis nimuSisadmi sakuTari damokidebulebis ganmsaz-Rvravi mayureblebi pozicionirdnen.pozicionirebaSi igulisxmeba klientis stereotipTa sistemebis formireba PPPR-obieqtis mi-marT, romelic aqcevs am obieqts minimalurad gasagebs, sxvebisgan gamorCeuls.pozicionireba xasiaTdeba PR-obieqtis Sesaxeb tipur kiTxvebze pasuxebiT, romlebic SeiZ-leba daisvas klientis mxridan. magaliTi: pozicionireba – esaa ubralo principi, romelic yvelaze ukeT demonstrirdeba ramdenime kiTxvaze pasuxis gziT. vin ganaxorciela pirvelad marto gafrena atlantis gav-liT? – Carlz lindbergma. vin iyo meore? pasuxis gacema arc ise advilia. vin ganaxorciela pirveli gaseirneba mTvareze? – armstrongma, xom? vin gaxldaT meore? pirvel adami-ans, kompanias, romelmac kuTvnili adgili daikava myidvelTa cnobierebaSi, ver waar-Tmev am pozicias: `koka-kola~; IBM-kompiuterebi da a.S.PR-obieqtis arapozicionirebuloba niSnavs, rom is gaugebaria klientebisaTvis da misi rek-lama araefeqturia. tipuri Secdoma – resursebis xarjva klientisaTvis gaugebari saqonlis, momsaxurebis an ideis reklamis gamoSvebasa da tiraJirebaze. pozicionirebis doneebi

bazrisTvis axali momsaxureba gansxvavebulad unda pozicionirdes auditoriis sxvadasxva doneze. maTSi Sedian mudmivi klientebi, potenciuri klientebi, ubralod mosaxleoba, romelic negatiurad ar unda ganewyos firmis da mis mier realizebuli saqonlis da/an momsaxurebis mimarT.

magaliTi: `...v.i. lenini, rogorc n.k. krupskaias mogonebebSi Cans, sTxovda mas sakuTa-ri (e.i. leninis) xelnawerebis wakiTxvasa da maT gakritikebas ganuviTarebeli mkiTxvelis poziciidan~.

magaliTi: sainteresoa aseve Semdegi faqti: erisadmi Tavisi yvelaze cnobili mimarTva `axali kursis~ Sesaxeb ruzveltma pirvelad TeTri saxlis mRebavs waukiTxa da Caaswora misTvis gaugebari, ufro gasagebi ganmartebebiT. amitom ar unda gagvikvirdes, rom am mimarTvam mizans miaRwia.

meTodurad moxerxebulia pozicionirebis doneebis ganxilva.konkurenciis ganviTarebasTan dakavSirebiT Cndeba `konkurentis fonze pozicionirebis~ amocana. am SemTxvvevaSi konkurentis produqciisa da reklamis detaluri analizis Sem-deg mis fonze pozicionirdeba sakuTari produqciis Zlieri mxareebi.

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yvelaze martiv SemTxvevebSi pozicionirebis Sesamowmeblad SesaZloa vupasuxoT ro-maeli imperatorisa da oratoris mark favius kvintilianis kiTxvebs:vin? ra? sad? rodis? ratom? risTvis? rogor?

magaliTi: Cven daviwyeT momxmareblis analizireba da aRmovaCineT paradoqsuli mov-lena, romlis SetrialebiTac miviReT sareklamo kampaniis koncefcia. gavzomeT sami Ziri-Tadi maxasiaTebeli: I – miznobrivi jgufis safrTxis gacnobiereba; II – codna sadazRvevo momsaxurebis Sesaxeb; III – realuri moxmareba. aq SevamCnieT ucnaurobebi, romelTa danaxvis Semdeg CamovayalibeT pirveli etapis strategia. aRmoCnda, rom 52%-s esmis janmrTelobis, uZravi qonebis da a.S. dakargvis safrTxe. ician, rom aris sadazRvevo momsaxureba – 98%, Tumca mas mxolod 10% iyenebs. klasikuri sqemiT am sam maxa-siaTebels Soris aris bunebrivi dadebiTi kavSiri: meti ician safrTxeze, naklebi – momsaxu-rebaze, ufro naklebad sargebloben momsaxurebiT. Cven ar aRmogvaCnda araviTari kavSiri, e.i. dazRvevis mTel bazarSi raRac rigze araa da uazrobaa raime upiratesobis wamoweva Tavad bazris dauwinaureblad.

magaliTi: `ar SeiZleba xalxis dakmayofileba raime nivTebiTa da qaRaldebiT. adamiane-bi emociurebi arian da maTi dakmayofilebac SesaZloa adamianuri urTierTobebisa da maTdami yuradRebis meSveobiT. erTi kvlevis Tanaxmad, romelic harvardis universitet-ma Caatara, ukmayofilo myidvelTa 58%, romlebmac Seicvales mimwodebeli, uCiodnen gulgrilobas erTi an ramdenime mimwodebeli kompaniis mxridan. amitom atareben yve-laze warmatebuli kompaniebi myidvelTa moTxovnilebebis dakmayofilebis mkafio politi-kas, romelic, Cveulebriv, werilobiT fiqsirdeba. amgvari organizaciebis yovel TanamSro-mels evaleba myidvelTan kargi mopyroba. mag. korporacia `WOLT DISNEY~ yovel zaf-xuls Tavis gasarTob parkebSi samuSaod izidavs aTasobiT kolejis students. maT qiraoben maisSi da 4-6 kviris ganmavlobaSi aswavlian. Semdeg studentebi muSaoben sazafxulo ardadegebze 8 kviris ganmavlobaSi, rodesac parkSi mnaxvelTa mozRvavebaa. roca kompaniis TanamSromlebs ekiTxebian, ratom atareben studentebTan aseT intensiur da xangrZliv swavlebis kurss – swavleba 4-dan 6 kviramde, 8 kviris muSaobisaTvis, maTi pasuxi kargad xsnis am kompaniis filosofias. `disneis~ menejerebi ganmartaven, rom studentebs im donemde wrTvnian, rom SeZlon TavianTi samuSaos Sesruleba daufiqreb-lad. es saSualebas aZlevs maT, mTeli yuradReba gadaitanon mnaxvelebze, anu e.w. stumrebze, radganac studentebma zedmiwevniT da dawvrilebiT ician sakuTari valdebu-lebebi, isini ufro met yuradRebas iCenen wvrilmanebis mimarT, amis gamo mnaxvelebi kmayofilni arian, rom gasarTobad swored `disneis~ parki airCies.

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pozicionirebis doneebi klientis tipuri reaqcia axsna-ganmartebapozicionirebis ararseboba `-ra aris es? es CemTvis

saSiSia?~klientis dacviTi reaqcia amoucnobze (araa yovel-Tvis gacnobierebuli)

I `diax, saerTo jamSi, me vicnob amas (es CemTvis gasagebia)~.

klienti icnobs obieqts. uS-vebs mis arsebobas Tavis fiqrebis samyaroSi

II `diax, me vici da CemTvis gasagebia, risTvis minda es~.

grZnobaTa samyarosTvi-sac obieqti Cveulebrivi gaxda, is saubris Temad iqca.

III `diax, me vici amis Sesa-xeb da minda~.

obieqts aqvs mkafiod amosacnobi imiji. is imde-nad axlobeli gaxda, rom, uimisod klienti diskomforts ganicdis, klienti obieqts axloblebsac urCevs.

IV `rogor SemiZlia amis gare-Se yofna?~

klients obieqti imdenad `unda~, rom misi gulis-Tvis Tanaxmaa moiTminos zogierTi danakargi da uxerxuloba sxva sferoSi.

segmentireba

segmentireba – es aris bazris pirobiTi dayofa met-naklebad erTgvarovan jgufe-bad mTeli rigi niSnebiT. aseTi niSnebi SeiZleba iyos:

– klientis profesia da statusi– sqesi, asaki– momxmareblis modeli (stereotipebis gaTvaliswinebiT)– sacxovrebeli adgili da a.S.

magaliTi: programa konsultantSi ` EXPO :1001 reklamis matarebeli~ gamofe-nis yvela monawile iyofa Semdeg jgufebad:

– gamofenis organizatori;– VIP-specialistebi (gamofenis Tematikis mixedviT)– VIP-araspecialistebi;– profesionali klientebi;– sxva firmis warmomadgenlebi, romlebic muSaoben gamofenaze;– sakuTari TanamSromlebi;– Jurnalistebi;– masobrivi klientebi;– aramiznobrivi klientebi.

rig SemTxvevebSi sareklamo kampaniebis proeqtirebisas segmentirebis niSnebis arCeva warmoadgens aratrivialur (aragacveTil) amocanas.segmentirebisa da pozicionirebis procesebi ori urTierTdakavSirebuli proceduraa, romelTa mizania Semdeg kiTxvebze pasuxis gacema:– vin arian mocemuli momsaxurebis, ideis ZiriTadi klientebi?

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– rogor avuxsnaT klientebs mocemuli saqonlis da/an momsaxurebis, ideis, upira-tesoba da arsi

magaliTi: `a. nosiki, romelmac 1999wlis zafxulSi datova Tavis mier Seqmnili Gazeta.ru, hyveba: `am proeqtis moxmarebis statistikidan gamomdinare, miv-xvdiT, rom arsebobs ori principulad gansxvavebuli samkiTxvelo moTxovna: pir-veli esaa aqtualuri siaxlis moTxovnileba. sadRac raRac afeTqda da CvenTan mo-vida 5000 adamiani gverdis wasakiTxad. sad weria amis Sesaxeb? meorea auC-qarebeli kiTxva da saubrebi cxovrebaze. amitom nosikma Seqmna ori saiti: elga-zeTi Vesti.ru, romelic formiT imeorebda proeqt Gazeta.ru-s da axali ambebis gazeT Leta.ru-s. am saitebis moxmareba Seesabameba1:3.`gazeTi, sainformacio saagento da axali ambebis lenta (zonari) – sxvadasxva Janria, maTi Serwyma meti moxmarebis mizniT, arasworia~ – fiqrobs nosiki.

magaliTi: `banaki Zalian bevria da isini yvela gansxvavebulia. ra Tqma unda, yvela kerZoa (amerikaSi yvelaferi – fostis, armiis da ramdenime socialuri samsa-xuris garda, kerZoa). yovel banaks Tavisi specifika, gansakuTrebuli daniSnuleba gaaCnia. Tebervlidan yvela gazeTi beWdavs reklama-gancxadebebs. me aras-dros minaxavs banaki, romelic ase reklamirdeba: `gindaT kargad daisvenoT da ibanaoT – mobrZandiT CvenTan~. aseTi reklamebi ar arsebobs, radgan aseT rek-lamaze aravin wamoegeba. yoveli amerikuli banaki Taviseburebaze aqcentirde-ba. mag. `mxolod Cvens banakSi SeZleben Tqveni Svilebi CogburTis TamaSs profesionalebTan~, `Tu gindaT, Tqveni Svili gaxdes,– moiyvaneT CvenTan. Cven es gamogvdis~ da a.S.~

pozicionirebaSi sakontrolo kiTxvebis CamonaTvali

drosa da sivrceSi:

sad aris PR-obieqti? CemTvis ukve nacnobTan?rodis PR-obieqti? (muSaobs, mWirdeba da a.S.)risi Secvla SeuZlia PR-obieqts?ratom mWirdeba PR-obieqti me – klients?rogor Sevicvlebi me, klienti, PR-obieqtis miRebis Semdeg (axlandelisgan gan-sxvavebiT)?ratom unda davujero me, klientma PR-obieqts, roca is jer ar gamomiyenebia? (anu ra unda iyos `ndobis krediti~ klientTan?)

struqturaSi:

vis axsenebs PR-obieqts? rogoria `cxovrebis wesi~?ras maxsenebs me, klients, PR-obieqti saxiT, ganlagebis adgiliT da/an qceviT?es asociaciebi sasiamovnoa Tu usiamovno?vin iyenebs ukve PR-obieqts?ra aris PR-obieqti? risTvis?risgan Sedgeba PR-obieqti da rogor muSaobs is?rogoria PR-obieqtis nairsaxeobebi da/an SeRavaTebi, fasdaklebebi, tarifebi?

zemoqmedebaSi :

me, klients, ratom ar meSleba firmis imiji mis yofil imijSi, partniorebSi?SemiZlia me, klients, CamoTvla, Tu ra unda gavakeTo, rom saqmianad gamovi-yeno PR-obieqti?

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ras miviReb me, klienti?ra iqneba, Tu me, klienti, PR-obieqts arasworad gamoviyeneb? rogor SemiZlia me, klients, PR-obieqtis xarisxis Semowmeba?ratom aris PR-obieqti saimedo (anu ra garantiebia)?vis SemiZlia movTxovo pasuxi PR-obieqtis naklis gamo?klientis romel uaryofiT stereotipebs, SiSebs – maT Soris faruls – gadaWris PR-obi-eqti?ra gavakeTo me, klientma, Tu PR-obieqtiT sargebloba SeuZlebeli an Znelia?arsebobs Tu ara PR-obieqti klientisaTvis avariuli reJimebis, forsmaJoris dros?

klientTan mimarTebaSi ratomaa PR-obieqti konkurentebisaze ukeTesi?ras vgrZnob, vxedav, mesmis me, klients, PR-obieqtis gaxsenebisas?minda PR-obieqtis Sesaxeb saubari? visTan da rodis? SeiZleba PR-obieqtze sau-bari mokled, Cemi sityvebiT? arsebobs PR-obieqtis saSinao, Tundac Jargonuli sa-xelwodeba?rogori fsiqologiuri roli maqvs me, klients, PR-obieqtis mimarT (rogorc bavSvs, ro-gorc Tanabaruflebian partniors, rogorc ufros-zedamxedvels-mSobels)? rogor TanafardobaSia PR-obieqti CemTvis Zvirfas adamianebTan, azris lidereb-Tan?romel nakads (nakadebs) uerTdeba PR-obieqti?minda PR-obieqtis qona, mibaZva an, piriqiT, ukugdeba?ratomaa PR-obieqti Cemi gamarjveba, jildo?risTvis da ris winaaRmdegaa PR-obieqti? ras vuWer mxars an vewinaaRmdegebi me, klienti, PR-obieqtTan erTad?romeli `maradiuli, mudmivi stereotipi~ ukavSirdeba (Tu ukavSirdeba) PR-obi-eqts?ratomaa PR-obieqti CemTvis, klientisTvis gaugebari, mouxerxebeli, Zviri, rTuli, saSiSi?ra da rogor maiZulebs me damokidebulebis Secvlas pozicionirebuli obieqtis mi-marT?

sareklamo komunikaciis resursebi

rogorc Cveni erT-erTi seminaris monawilem Tqva: `reklama keTdeba da muSav-deba erTi da imave instrumentis – adamianis – mier~.. . . SesaZlebelia komunikaciis ufro dawvrilebiTi ganxilva. mag. gaviTvaliswinoT ro-gor zemoqmedebs firmis imijze ofisis kedlebisa da TanamSromlebis tanisamosis ferebis SeTanxmeba. magram SemoTavazebul modelSi Sevida mxolod is siste-mawarmomqmneli resursebi, romelTa gareSe modeli ar imuSavebs.. . .magaliTi: `yvelam icis erTjeradi TefSebi. magram Tu maTze movaTavsebT nor-maluri raodenobis (moculobis) salaTs, isini xSirad `tydeba~ da ... TefSebi ufro sqeli rom gavakeToT: sakvebi polieTilenis mravali fenidan? SeWam-aiReb polie-Tilenis zeda fenas-TefSi isev sufTaa da arc garecxvaa saWiro. aseT TefSebze uars ar ityodnen studentebi saerTo sacxovreblidan, martoxelebi,moagarakeebi, turistebi-raTa gaiiolon cxovreba. erTjeradi TefSebisgan gansxvavebiT, maTi rek-lamireba advilia. Tumca, WurWlis sarecxi manqanebis mwarmoeblebi ukmayofilo iqnebian...~

magaliTi: `... odesRac umuSevari alJireli abderazak Talebi safrangeTSi ubralo ideiT gamdidrda. es iyo saaTi musulmanisTvis; mocemuli siganisa da xangrZlivo-bis aRniSvniT, is saWiro dros iRebs signalebs 5 yoveldRiuri locvis Sesaxeb, sadac

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ar unda iyo, mueZinis xmiT. igive Talebma warmoebaSi gauSva axali idea: salo-cavi (samlocvelo) xaliCa molaparake eleqtronuli kompleqsiT, romelic aCvenebs meqis mimarTulebas. musulmanur samyaroSi amgvar produqciaze arsebuli po-tenciuri moTxovnis gaTvaliswinebiT, mwarmoeblebma `gariskes~ da mxari dau-Wires am ideas~....magaliTi:poloneTSi Tavdapirvelad amerikuli satelevizio reklamebi, saqmianad Catarebuli marketinguli kvlevis miuxedavad, araefeqturi iyo. mizezs warmoadgenda ara po-lonelebis undobloba reklamirebuli saqonlis, aramed sareklamo saSualebis mi-marT-radgan moZraoba `solidarobam~ adreve Camoayaliba mosaxleobaSi mtki-ce stereotipi `televizia ityueba!...~

stereotipebs miekuTvneba, aseve, klientis `fsiqologiuri pozicia~ sxva resurseb-Tan dakavSirebiT. kerZod, Tavad PR-obieqtis, firmis, imijis da a.S. Sesaxeb. umartives SemTxvevaSi, kanadeli fsiqoTerapevtis erik bernis saxelwodebebis ga-dasxvaferebiT, SegviZlia vamtkicoT, rom amgvari pozicia oTxia:-zedamxedveli, meTvalyure (anu refleqsuri pozicia);-patroni;-Tanasworuflebiani partniori;-damoZRvrili ugunuri bavSvi.

klientis fsiqologiuri poziciis gadarTvas (gadayvanas) SeuZlia klientisTvis mniS-vnelovani emociur-azrobrivi maxvilis warmoSoba (gamowveva). dadebiTia, Tu is moxerxebuladaa `amaRlebuli~, uaryofiTia – Tu is moulodnelad `dadablebulia~.

magaliTi:kosmodromi baikonuri gamalebiT viTardeboda, mas imdeni tvirTi daemata, rom maxlobeli sadguridan momaval Soseze Slagbaumis dayeneba gaxda saWiro. da-weres gancxadeba: `saswrafod gvesaWiroeba morige gadasasvlelebi. sargebeli 90 man~. gancxadeba dahkides sadguris win mdebare dabaSi. magram adgilob-rivma mcxovreblebma mas yuradReba ar miaqcies. mTeli Tvis ganmavlobaSi aravin midioda kadrebis ganyofilebaSi. maSin dabaSi gaCnda axali gancxadeba: `gvesaWiroeba Slagbaumis ufrosi~. diliT kadrebTan dakavSirebuli problema ga-daWrili iyo.

resursi & nakadebi

tradiciul marketingSi rekomendirebulia saqonlis (momsaxurebis) reklamirebam-de `miznobrivi jgufis~ gamovlena da Seswavla. am ukanasknelSi Sedian kliente-bi, myidvelebi da am SesaZleblobis mqoneebi.`Nhbp-Ifyc~-is sistemis eqspertebis konsultaciaTa gamocdilebidan gamomdina-re, avtori amtkicebs, rom saWiroa vupasuxoT kiTxvas: romeli socialuri arxebiTaa SesaZlebeli klientebis miznobriv jgufze gasvla?

yvelaze tipiuri nakadebia:

– klientebi + maTi garemo– potenciuri klientebi– materialuri faseulobebi: Tavad saqoneli/momsaxureba + fasdakleba da firmis SeRavaTebi– qveiTebi (fexiT mosiaruleebi)– avtomobilis mepatroneebi da transportis mgzavrebi– informacia, emociebi, Cveuli qcevebi– regularulad warmoqmnili (kvlavwarmoebuli) problemebi

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magaliTi:xsnadi yavis miRebis teqnologia cnobilia gasuli saukunis 30-iani wlebidan. am saqonlis masobrivi gavrceleba daiwyo mxolod 50-ian wlebSi. radgan II msoflio omis dros aSS-is armias hqonda swrafad mosamzadebeli yavis moTxovnileba, im droisaTvis uCveulo paketebi, `miRebul iqna aRWurvilobisaTvis~. omis Semdeg ki jariskacebma da oficrebma is, rogorc Cveva, saxlSi waiRes. ase gaxda xsnadi ya-va masobrivi saqoneli.

– `ndobis krediti~, `azris liderebis~ mibaZvis survili– xelisuflebis gankarguleba; kanonebi, wesebi, ganrigebi, rekomendaciebi– fulitipuri sareklamo-marketinguli Secdoma: reklamis SemkveTis cda – Seqmnas kli-entebis `100%-iT sakuTari~ nakadi.absoluturad umravles SemTxvevaSi ufro efeqturia strategia – saZebni nakadis sinTezireba, sxva, ukve arsebulidan. analogiis saxiT: loms SeuZlia sdios antilopas mTel preriaSi, anda daelodos mTel jogs sarwyulebelTan.

magaliTi: 1860-ian wlebSi jon. d. rokfelerma miznad daisaxa navTobze monopoliis damya-reba. mas rom ecada ufro mcire navTobkompaniebis yidva, gegmas miuxvde-bodnen. amitom man saidumlod daiwyo im sarkinigzo kompaniebis yidva, romle-bic dakavebuli iyo navTobis gadazidviT. axla ama Tu im navTobkompaniis Ses-yidvisas winaaRmdegobis gawevis SemTxvevaSi is ubralod axsenebda maT da-mokidebulebas sarkinigzo gzaze: gadazidvaze uaris TqmiT an fasebis aweviT mas SeeZlo maTi biznesis ganadgureba. rokfelerma gaakeTa roqi, anu saTama-Sod sxva moedanze gavida da miaRwia imas, rom wvril navTobmompovebel kompaniebs rCeboda mxolod is SesaZleblobebi, rasac rokfeleri aZlevda maT.magaliTi:israelSi gegmaven Zalze uCveulo sareklamo kampaniis Catarebas. daaxloebiT 1200 wyvili Sarvali iqneba dakidebuli qveynis umsxviles qalaqebSi avtobusebis gaCerebebze, iq, sadac, Cveulebriv, sareklamo plakatebs awebeben. xolo sa-vaWro qseli `golfi~, romelic am aqcias atarebs, mouwodebs am tanisamosis aRebisaken. mas Semdeg, rac gaCerebebze gaqreba namdvili Sarvlebi, maT ad-gilze miakraven afiSebs, `moparulis~ msgavsebs, mxolod warweriT: `me momi-pares. magram Cemnairebi Cvens maRaziaSia~.magaliTi:misi udidebulesobis karis mommaragebelma, rusma mefunTuSe filipovma Tavisi safunTuSeebi ganaTavsa quCis kuTxeebSi. kuTxe – es yovelTvis xalxis, sul mcire, ori nakadis gadakveTaa...magaliTi:Stat masaCusetsSi maRaziis mflobelma dabeWda sakuTari `kupiurebi~ da isini brunvaSi gauSva. wlis dasawyisSi is am `fuls~ yidda 9 dolarad Tavis klientebze, romelTac mis maRaziaSi 10 dolaris Rirebulebis saqonlis SeZenis ufleba miecaT. Sedegad, Wkvianma biznesmenma operatiulad Seagrova 5000 dolari, romelic mas maRaziis remontisaTvis sWirdeboda. is sixarulis daufaravad ambobs: `klien-tebisaTvis – fasdakleba, xolo CemTvis – mcirevadiani sesxi~.

reziume

1. praqtikulad nebismieri situaciisaTvis, romelsac xvdeba PR-profesionali, ukve arsebobs mza resursebi. PR-obieqti, misi imiji, PR-saSualebebi (anu reklamis ma-tareblebi), adamianis aRqmis arxebi, signalebi, klientis stereotipebi, nakadebi, konkurentebi da maTi resursebi.

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amitom efeqturi da advilad ganxorcielebadi gadawyvetilebis miRebis mizniT, umjobesia daviwyoT PR-amocanis gadaWra ukve arsebuli resursebis detaluri analiziT da ara axali (SesaZloa ucxo, gareSe) obieqtebis gamoyenebiT2. rig SemTxvevebSi kiTxvis: `rogor gadavwyvito PR-amocana?~ nacvlad mizan-Sewonilia vkiTxoT sakuTar Tavs: `rogor gardavqmnaT arsebuli resursebi PR-amo-canis gadasaWrelad?~3. sareklamo kampaniis an PR-aqciis proeqtirebisa da Semowmebisas sasargeb-loa reklamisa da PR-is yvelaze tipuri saSualebebis CamonaTvalis gadakiTxva (praqtikuli danarTi 6 da 7).4. PR-aqciis proeqtirebisas girCevT Semdegi modelis gamoyenebas: gamovlena, klientis uaryofiTi stereotipebis koreqcia da dadebiTis gaZliereba. aseve Semdeg sasargeblo models, romelic pirvels avsebs: klientebis aucileblad `saku-Tari~ nakadis Seqmnis nacvlad mizanSewonilia moTxovnili, saWiro nakadis for-mireba ukve arsebulisgan, anu, rogorc amboben, `nakadebis damorCileba~.4. Tu arsebuli resursebi sakmarisi araa, SeiZleba axali, ucxo, gare elementebis

gamoyeneba. Tumca, rogorc wesi, es damatebiT problemebs iwvevs.

PR da reklamis saSualebebi

saerTo SeniSvnebi:

1. PR-ad da reklamis saSualebebad mkafio dayofa ar arsebobs. mocemul Sem-TxvevaSi dayofa pirobiTia saswavlo-meToduri miznebiT.

2. sareklamo kampaniebis dagegmvisas CamonaTvalis auCqarebeli gadakiTxva SesaZloa sasargeblo aRmoCndes rogorc praqtikaSi aprobirebul gadawyvetile-baTa dasamaxsovreblad, ise axali ideebis misaRebad...

3. PR-isa da reklamis saSualebaTa SerCevisas mizanSewonilia gaviTvaliswinoT:

– ukve arsebuli sareklamo resursebi, maT Soris klientebis dadebiTi da uaryofiTi stereotipebi;

– auditoriis ayvanisa da uaryofiTi stereotipebis koreqciisaTvis aucilebeli meTo-debi da saSualebebi;– calkeul saSualebaTa moqmedeba SesaZloa gaZlierdes maTi SeTanxmebiT;– vadebi PR-isa da reklamis saSualebaTa proeqtirebisa da damzadebisTvis;– klientebis gamoxmaurebis savaraudo vadebi;– partniorebisa da konkurentebis sareklamo politika.

4.* aRniSnulia gamoyenebuli reklamis matareblebi.5. konsultant-programaSi `Expo: 1001 reklamis matarebeli~ Sedis daaxloebiT 1500 SesaZlo gadawyvetileba.

PR-saSualebebi (400-ze meti dasaxeleba)

abreviatura (Semokleba)abonementiavtografiavtoportreti

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avtointerviu (adamiani Tavad dahkiTxavs sakuTar Tavs, Semdeg TviTon avrce-lebs miRebul masalas)*aqciamsaxiobebikanonis alternatiuli proeqtianekdotianketaanonimuri gamokiTxvaantiwodeba (mag. batoni usufTao)antistresuli saTamaSoebiargo (Jargoni)firmis Sesaxeb publikaciebis arqiviatraqcioniauqcioniaudienciabaikawveulebabal-maskaradibanketisufris, safirmo TeTreulisaubarisaqonlis/momsaxurebis ufaso miwodeba presis da pirveli klientebis mier mis Se-safasebladufaso mgzavroba transportiT (firmis mier gadaxdili)ufaso nimuSi (gasasinjad warmodgenili)biznes-mgzavroba (gamgzavreba)biznes-turibiografiamadliereba:– piradi– masmediiT*qvelmoqmedeba*boikotifirmis gulSematkivrebi (firmis megobrebi)brifingi (rogorc wesi, oficialuri piris gancxadeba presisTvis didi xnis nanatr mov-lenaze)viqtorinaRvino (saxelobiTi, safirmo)VIP ( Very Important Person – gansakuTrebiT mniSvnelovani persona)kiTxvari:– pasuxebi variantebis gareSe;

– SesaZlo sruli pasuxebiT;– mokle pasuxebiT: `ki~, `ara~ da a.S.– pasuxis variantebi – cnobili adamianebis (moRvaweebis) citatebiTSexvedra (cnobil adamianTan)haid-parki (moedani gamosvlis yvela msurvelisaTvis)*gmiriarCevnebi:– xelis aweviT;– biuletenebiT;– saxlebSi Suqis Caqrobis gziT; stumrebi (cnobilebi, skandalurebi da a.S.)sastumrograntimxardamWeri gundidebatebi

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deklaracia-degustacia (ganzraxvebisa da strategiuli miznebis gacxadeba)fuli (Sidasafirmo)Ria karis dRedabadebis dRe (adamianis, firmis)firmis dRedialogidiskoTekadiskusia:– viwro wreSi– presisaTvis Riasadiskusio furclebi (msxvili firmis SigniT)disputi*nebayoflobiTi damxmareebi (Cveulebriv, saqvelmoqmedo RonisZiebebze)saqonlis damatebiTi odenoba, romelic klientebs ufasod miewodebaTematuri dosiesunamo (saxelobiTi)gazomvis erTeulipublikaciebisaTvis erTgvarovani formati da adgilisaCivariJargoni (specialuri terminebi)JestiJurfiqsi (miReba kviris gansazRvrul dRes)gaficvapirveli qvis dadebakanoniSekruli, Caketili videosistemebiwarmatebuli saqonlis aTvla da fasdakleba imave firmis axali saqonlis yidvisas gancxadeba (presaSi, presisTvis)wodeba (mag. `batoni kalaTburTi~)wveuleba-vaxSamisertifikaciis niSani*TamaSi:– yvelasTvis– cnobil adamianTan– cnobili adamianebis (sportuli matCi)bodiSis moxda (klientebTan, partniorebTan da a.S.)imiji:– SemTxveviT formirebuli– marTulisaxeli (maT Soris, provokaciuli)interviu (telefoniT, maRaziebSi, quCebSi, pirispir. gamoiyeneba aseve kvlevis meTodad)intonaciagaricxva ...danproduqciis gamocda:– saCvenebeli– azris liderTa mier– presis warmomadgenelTa mier– damoukidebeli eqspertebis mierkvleva (marketinguli, sociologiuri) + sazogadoebisaTvis misi Sedegebis gacnobafirmis istoria (matiane)karikatura an maTi cikli (seria)kartoTeka:– partniorebis– klientebis– firmebis xelmZRvanelebis pirdapiri telefonebis

52

– konkurentebismudmivi klientebis baraTiklouniklubisaklubo baraTebiKnow-how (`vici rogor~ – safirmo saidumloebebis sistema)stumrebis CanawerTa wigni kodeqsikoleqciamimomxilvelis, redaqtoris svetigundi, rogorc adamianTa aqtiuri jgufikomentari masmediaSikomunikekomplimenti

*makomprometirebeli masalebikompiuteri (cnobebisaTvis)*konkursi Sejibri, turniri:– saukeTesos gamosavlenad– produqciis konkursi-gamocda– yvelaze uaresis gamosavlenad (antireklama)konferencia (samecniero, dilerebis da a.S.)korporaciuli niSanikriteriumi (Sefasebis, arCevanis, Sedarebis parametrebi)mrgvali TariRebi da ricxvebimrgvali magidaALEALEBIkupleti (strofi)fasdaklebis kuponi klientebisaTviskuponebis wignakilegendaazris lideri (avtoritetuli adamiani mocemuli jgufisaTvis)licenzirebuli markapiradi gayidvafirmis xelmZRvanelobis piradi zarebilobirebalatarea:– informacia gaTamaSebis dawyebaze– Sedegebis cxriliSeRavaTebi (roca gasayid obieqts emateba+saqoneli+fasdakleba+momsaxure-ba)master-klasi (ostatis mier moswavleebis saCvenebeli swavleba)mecenatobapublikaciis adgili (mag: negatiuri Seferilobis materialTan)Sefasebis meTodika siCumis wuTi*firmis misia (socialuri miznis gamomxatveli)mitingimiTicnobili adamianebis, liderebis azrimodasameTvalyureo sabWoneologizmi (axali termini, sityva)araformaluri Sexvedranominaciafostis mimoxilvapresis mimoxilva

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sareklamo kampaniebis mimoxilvamimarTva sponsorobazemimarTva (maT Soris saerTaSoriso organizaciebisadmi)sazogadoebrivi komisia, organizacia, komitetisazogadoebrivi xelmowera (saSualebebis Sekreba)moyvarulTa sazogadoeba (momxreebis, fanebis)*beWdviTi Secdoma (maT Soris ganzraxuli)*uaryofa*gamokiTxva:– sociologiuri– Jurnalisturi– anonimuri– movlenebis win gamswrebigansakuTrebuli azri sadiskusio sakiTxebzepasuxi:– mkiTxvelTa (mayurebelTa) kiTxvebze– werilebzeklientebis (momxmareblebis) gamoxmaurebagaxsna:-– irveli dRe presisTvis– meore dRe – oficialuri miReba stumrebisTvis– mesamedan dawyebuli – klientebisaTvisRia weriliangariSi (kvartaluri, wliuri)rigiRirsSesaniSnavi dReZegliaRlumiparkiparodiapartiapatronaJimolaparakebebipiketi, piketirebapiknikiwerili:– adresatisadmi– Ria– madlierebisgadanabeWdikadrebis SerCevaSerCeva:– masalis (presaSi)– fotoebis– citatebisxelmoweris furcelimogzauroba, turisurvilidResaswaulis milocvasaqonlis Cveneba moqmedebaSipostskriptumidResaswauli:– yovelwliuri– tradiciuliwinasaarCevno kampania masalis SeTavazeba Tavisufal publikaciaze

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gafrTxilebaxelmomwerebiwarmomadgenlobaprezentaciasaprezentacio statia*premia (TanamSromlebs, dilerebs, klientebs da maT Svilebs)paeqrobapresataSe (ucxour masmediasTan urTierTobisTvis)presjgufipresdaijesti (Tematur ZiriTad publikaciaTa mokle gadanabeWdi)preskonferenciapresrelizipresmdivaniprescentriprespaketipresturiprecedentiprizi:–specialurad dawesebuli – tradiciulimofiqrebuli (dagegmili) movlenamisalmebamisaRebi:– saaTebi– dReebimiRebebi:– sauzme– finjan Caize– lanCi– koqteili– sadili– vaxSami– a la furSeti*prizi da antiprizisaxelis miniWebaproblemuri statia (arsebuli winaaRmdegobebis gamomvleni)*provokaciaprognozifasdaklebiT gayidvagamoTqma (gansakuTrebiT ucxouri terminebis)kampania-promouSeni (saqonlis, momsaxurebis, firmis)Txovna proteqciuli RonisZiebebi (sakuTar bazarTan dakavSirebiT)protestiprofesiuli kodeqsigamoTxoveba damSvidobebamkiTxvelTa werilebis gamoqveynebapublikacia:– sasamarTlos gadawyvetilebis– sasarCelo gancxadebaTa forma– im parlamentarTa saxelobiTi siebi, romelTac xma misces garkveul sakiTxs)sajaro mosmenasamuSao ena (konferenciebi, gamofenebi)radiomimRebi fiqsirebuli sixSiriTganmartebebi:– tipur kiTxvebTan dakavSirebiT

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– lideris warumatebeli gamosvlis Semdegdayidva (mTlianad gayidva)gamoZieba:– oficialuri– kerZo– Jurnalisturisaredaqcio SeniSvnareitingireklama konferenciaze (seminarze):– reklamis moTavseba yoveli monawilis saqaRaldeSi– sareklamo gamosvla plenarul sxdomaze– sareklamo gamosvla seqciaze– sareklamo stendis, plakatebis ganTavseba– reklamis CarTva Jurnalis specialur nomerSi.rekordireferendumireferensi (gamoxmaureba) referens-furcelireferentuli jgufebi da azris liderebirecenziasametyvelo moduli (irCeva auditoriis Sesabamisad)xumroba (yvelaze xSirad pirveli aprilis)TviTprezentaciaseminari: – mudmivi– erTjeradi– Tematurirekomendaciebis sistemaskandalifaruli:– magnitofoni– kinokamera* xma, WorigasaubrebaTanagrZnobakreba, TaTbiriaqcionerTa krebasxvadasxva saqonlis/momsaxurebis SeTavsebuli gayidvaSekveca (sityvis, saxelwodebis)specialuri movlenebiTanmxlebi saqoneli: tanisamosi, WurWeli, kalendari, suvenirebi da a.S.spikerispirtiani sasmelebi warmodgenis mizniTklientebis siaWorisponsoroba:– erTjeradi– xangrZlivi `firmis misiis~ Sesabamisisponsori:– mTavari (ZiriTadi)– koleqtiuri– eqskluziuricnoba (mag. sajaro xelisuflebis wevrTa wamosvlis Sesaxeb)sacnobaro samsaxuri; biuroSedarebiTi cxrilistatusi (mag. `oqros klienti~)

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statiastatia+misi dasaTaurebis sistemastipendiebi:– firmisgan– saxelobiTi– cnobili adamianebis SvilebsleqsebiTilismaSemoqmedebiTi saRamoTeatraluri warmodgenafasdakleba:– mudmiv klientebs– yidvis ganmeorebisas– sezonuri– dResaswaulis SemTxvevaSi– sabiTumo yidvisas– firmaSi pirvelad yidvisas– miTiTebul TariRamde an sezonuri fasdaklebebiT gayidvisas– safirmo gamofenebze maRaziebSi gayidvisas– kuponis gamoyenebisas– mag. yovel meTerTmete klients- reklamis,momsaxurebis an Tavad saqonlis gaumjobesebis konstruqciuli SeTav-sebisaTvis– gamyidvels – firmis reklamis TavisTan ganTavsebisTvis– religiuri, saqvelmoqmedo, samedicino, saswavlo da ekologiur dawesebuleba-TaTvis– konsorciumis, asociaciis da a.S. wevrebisTvis– konkretuli sferos specialistebsadamianebs, romelTa saxelic emTxveva firmis saxelwodebebscxrili:– SedarebiTi– popularobis– stendis– Rirsebebisa da naklovanebebis– klientebis mier Sevsebulitelefoni:– sazogadoebasTan urTierTobebi

– ndoba– sacnobaro– sakonsultacio (cxeli xazi)– ufaso nomriT, romelze saubrisTvisac ixdis firma da ara – mosaubre klientisatelevizio qselitelekonferenciasatelefono nomeri (advilad dasamaxsovrebeli)Tezaurusi (specialurad SerCeuli sityvebi an Seqmnili nakrebi mocemul auditoria-ze zegavlenis mosaxdenad)`Crdiliani~ ministrTa kabinetitestitest-JurnaliToqSou (gamosvla, dialogi)sadRegrZelo, dRegrZelobakrizisis marTvamomsaxurebawesdebazepiri gamosvlainformaciis gaJonva:

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– ganzraxviT– ganuzraxvelisaxelmZRvanelodamxmare saxelmZRvanelofaqsimilefeletonifestivalifilmifinansuri angariSisafirmo Jurnalisafirmo kvleviTi qseli (platforma)safirmo legenda, miTisafirmo markis dasmasafirmo tansacmelisafirmo suveniri, saCuqarisafirmo masalebis qselifondifraqcia parlamentSiqartiahitihitparadicxovrebis stili da Rirebulebebistatia:– `gadamwyveti~citatebis nakrebi– citatis Sekreba masalis gverdiT

Cempionati (mag: fexburTi Jurnalistebsa da msaxiobebs Soris) saocreba-movlena masze Semdgomi moTxrobebiTSou, ToqSouSou Cvenebaeqskursia: – RirsSesaniSnaobebi

– firmaSieqsperimenti:– sakontrolo– maprovocirebelipresis eqspresmimoxilvaepitafiaiubilesaiubileo gamocemabazrobayuTi SeniSvnebisa da winadadebebisaTvis

pirdapiri reklamis saSualebebi (300 dasaxelebaze meti)

avtomopasuxe (telefonis)misamarTi firmis saxelwodebaSi (mag. `nevski-58~)anbanuri wignialbomi fotoebisaTvisanotaciaaplikacia

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aromatuli masala, saRebavebiruka (gzis mkvlevi)ataSe-saqaRaldeebiataS-keisebiaudiosistemebiafiSebisareklamo aerostati`morbenali striqoni~ (eleqtrodafa)bileTi:– saxelobiTi– mosawvevibilbordiblanki:– werilis– saxelobiTi– brZanebis– safirmoubis wignakicecxlamridi (brandmaueri)gasaRebis brelokibroSurabukletiqinZisTavebi halstuxisaTvisqaRaldi CanawerebisTvis SesafuTi qaRaldisafulebeijivenzeli (sityvis, striqonis dasawyisSi)vernisaJidakabadoneba (mag. wignis seriis)videofilmisavizito baraTivitrinaCanarTi kompaqtdiskSimisaloci (samaxsovro, sareklamo) CanarTiwylis niSnebisahaero buStebifirniSi Senobaze (nagebobaze)SemoRobva (Senobis)alamigamofenagazis manaTobeli mowyobilobahaidi (gzismkvlevi)galereahalstuxigazeTi:– miznobrivi gamoSveba– ufasod dasarigebeli– Sida safirmo– sazRvarze, SesasvlelSi dasarigebeli– TariRisTvis (pirveli aprili, gamofena da a.S.)– sareklamoglosariumi (specialuri terminebis sia)firmis gulSematkivrebi (firmis megobrebi)brifingiviqtorina

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Rvino (saxelobiTi, safirmo)VIPkiTxvari:– pasuxebis gareSe– SesaZlo pasuxebiT– mokle pasuxebi: `ki~, `ara~ da a.S.– pasuxebiT-cnobili adamianebis citatebiTSexvedra (cnobil adamianTan)haid-parki*gmirihimniarCevnebi (kenWisyra):– xelis aweviT– biuletenebiT– binebSi Suqis gaTiSviTstumrebisastumrograntimxardamWeri jgufidebatebidegustacia-deklaraciafuliRia karis DdRedabadebis dRe (firmis, adamianis)firmis dRedialogidiskoTekadiskusia:– viwro wreSi– presisTvis Riasadiskusio furclebidisputi

nebayoflobiTi damxmareebiklientisTvis ufasod SeTavazebuli saqonlis damatebiTi raodenobaTematuri dosiesunamo (saxelobiTi)gazomvis erTeulipublikaciis erTgvarovani dro da adgilisaCivariJargoni (specialuri terminebi)JestiJurfiqsi (miReba kviris gansazRvrul dRes)gaficvapirveli qvis dadeba (mSeneblobisas)kanoniCaketili, sruli videosistemebigayiduli saqonlis aTvla da fasdakleba igive firmaSi axali saqonlis yidvisasgancxadeba (presaSi; presisTvis)saxelwodeba (mag. `batoni supermeni~)saRamo-vaxSamisertifikaciis niSani*TamaSi:– yvelasaTvis– cnobil adamianTan– cnobili adamianebis (mag. matCi)bodiSis moxda (klientebs, partniorebs da a.S.)

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imiji: – SemTxveviT formirebuli– marTulisaxeli (maT Soris provokaciuli)interviu (telefoniT, maRaziaSi, quCaSi, pirispir. gamoiyeneba, rogorc kvle-vis meTodi)intonaciagaricxva produqciis gamocda:– saCvenebeli– azris liderebis mier– presis warmomadgenelTa mier– damoukidebeli eqspertebis mierkvleva (marketinguli, sociologiuri) + sazogadoebisaTvis misi Sedegebis gacnobafirmis istoria (matiane)karikatura an misi ciklikartoTeka:– partniorebis– klientebis– firmis xelmZRvanelobis pirdapiri telefonebis– konkurentebissagarantio taloniTavsatexebi safirmo simbolikiTqalaquri avejidaijesti*devizisademonstracio dafa (flipCarti)diplomisaxelobiTi baraTebis damWeri:– tanisamosisTvis– samagidodiqtoris teqstidiqtoris gancxadebebi satransporto kvanZebzediplomati (portfeli)disketadisflei (ekrani)Direct mailgancxadebebis dafafarda (mofardageba)yoveldRiuricxoveli (rogorc simbolo, gamomsaxvelobiTi elementi)mTavruli asoebisaTaurisanTebelaSeniSvna (presaSi)suni (ventilaciiT daWirxnuli)zari*xma (bgera)Casaweri wignakisarkesasaqonlo niSani– klientis– stendistis– safirmoqolga

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*gamogoneba sareklamo sferoSi (gamogonebis saerTaSoriso klasifikaciis Tanaxmad – klasi GO 9F)saxuravis sareklamo mowyobilobaqseroasli (ukve gamosuli masalis)magidis lampasafreni aparatiabzaci-lideri (yuradRebis mimqcevi pirveli abzaci)saxazavi safirmo simbolikiTlicenzia (saqonelze, momsaxurebaze)logotipi (da misi variantebi)maisurisaqonlis maketimanekenikalendari (yoveldRiuri, samagido, jibis, plakati, kedlis)fanqarikasetebi: audio, videogeneraluri katalogikatalogi saqonlis jgufze*katalogi:– nivTebis (sagnebis)– maRaziebis– uwindeli publikaciebiskepibeisbolis kepikinofilmikioski yvavilnari (sadac mcenareebi asaxierebs safirmo simbolos)wigni, maT Soris:– stumrebisTvis– gamoxmaurebis– vizitebiswignis ydakolaJi, montaJikompaqtdiskikompiuteruli programakomiqsikomivoiaJorikonverti, banderoliSefuTvis konstruqciaasanTis kolofikosmetikis Casalagebeli qisakrosvordigzis winafrakronSteiniTematuri krosvordi (mag. yvela kiTxva ukavSirdeba garkveul produqcias)`markizebi~medalimodeli:– firmis– mocemuli wlistrotuarebis moduluri safarimonogramamusikaluri saguSagomusikaluri TemamulaJi (saqonlis)instrumentebis nakrebinivTebis nakrebi safirmo indikaciiT (kalami, saaTi, Wiqa, saferfle da a.S.)

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samkerde niSaniwarwera:– transportze– vertikalur zedapirze– trotuarzegasaberi konstruqciebi, qandakebebi da dekoraciebiadgilis, RirsSesaniSnaobis saxelwodebaetiketisasmelisamklave niSnebisamagido daxliminakeri (mikerebuli)neseseriqaRaldis dananius-relizikanfetis saxvevi, garekanigamocemis yda, garekanigancxadebapersonalis (safirmo) tansacmeliSeqeba, mowonebafanjara, fanjris sioboTlebis gasaxsneliRia baraTi:– safirmo–misalocipavilioni (sagamofeno, savaWro)paketi (polieTilenis, disketis da a.S.)saqaRalde-registratoripasporti (saqonelze)saferflegadasayvani naxatebi*moZravi gamofenaxelaxali publikacia (Cveulebriv, meti tiraJiT)reklama – quCis mxareebs Soris gadaWimulibeWdviTi gamocemebi klientebisa da dilerebisaTvisbeWdvapiqtogramaplakatiplanSetidasakidi afiSebi da stendebiqvesaTaurebixelmowera ilustraciis qveSxazis gasma, gamoyofa (beWdviT masalaSi)milocva:– individualuri– firmis– klientebis– masmediiTpirsaxociportierebiposterisafosto qaRaldi safosto markamowvevasini, langarisamrewvelo nimuSisaSvi

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prospeqti saqonelzeprestiJuli prospeqtigzismkvleviradiomosaxmobi niSaniradioqselisareklamo mowyobiloba*sametyvelo modulinaxatirubrikaxelsaxocebisafirmo sviterisertifikati (saqonelze)konstruqciuli modelis badesimbolointerierSi orientaciis sistemaskrepebi qaRaldebisaTvisqandakebebislaidiasanTisaWvreti moedanisfoTi (mokle sareklamo gancxadeba radio- da teleprogramebs Soris)cnobaristelaJistendi (gamofenis, quCis)*sareklamo suveniriteqstis da ilustraciis dakabadonebis sistemasqemasendviCmeni (adamiani-plakati)CanTebi:– sayidlebisTvis–produqtebisTvis– saseirnod– qamarze– tanisamosisTviscxrili, tablotablo (moZravi reklamiT)talonisatelevizio gamosvlatelevizia (maT Soris – Sida firmis)satelevizio gazeTiteletaipisatelevizio teqstisatelefono cnobarebiTermometrebiTermositransporti (safirmo simbolikiT)tumbosamkauliSefuTvamoxatulobasafirmo Sriftisareklamo dafaxelis mtevnis eqspanderieleqtrofostasaswrafo daxmarebaqaRaldis faqtura

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firmis droSafaranifonogramaformatifotosuraTifotomodeli fotonarkvevimaisuriferTa gamamiznobrivi CanarTi gazeTSi (mag. monaTxrobi firmaze)saaTi (qalaqis, kabinetis, majis)Wiqebi, lambaqebiCekiCemodaniSaliTa`qoxi~ (stendi)Sarfiekranieqslibrisiepigrafietiketi (xandaxan + kontretiketi)iarliyi

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