hr enciklopedia

sarCevi •

PR: ganmartebebi

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PR: zogadi istoria

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PR: qarTuli sinamdvile

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vin moigona PR

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PR da pirveli Sesworeba aSS-s konstituciaSi

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specializebul asociaciebs Soris unda gamovyoT Semdegi organizaciebi:

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PR-is amerikuli sazogadoebis mier miRebuli oficialuri debuleba

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PR secialistebis moRvaweobis sfero katlipis mixedviT (10 kategoria)

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PR-is 6 principi artur peijis mixedviT

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warmatebis aucilebeli kriteriumebi

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PR-is warmatebis ganmapirobebeli faqtorebi

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CamonaTvali bili kantoris mixedviT

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5 meTodi swrafi warmatebisaTvis(riCard longis mixedviT)

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aucilebeli moTxovnebi...

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PR-is integraciis procesis ,,7 momakvdinebeli codva” (safrTxe robert dailenSnaideris mixedviT)

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organizaciis centraluri aparatis roli PR-is samsaxuris saqmianobaSi

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organizaciis PR-is Sida ganyofilebisaTvis damaxasiaTebeli 4 upiratesoba

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mizezebi, romlebmac SeiZleba ubiZgos organizacias, daxmarebisaTvis mimarTos sakonsultacio firmas(6 mizezi Cester bergeris mixedviT)

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PR firmis SesarCevi anketa

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rogor SevarCioT PR saagento da SevafasoT misi saqmianobis Sedegi

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rogor SevTavazoT PR momsaxureba klients

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rogor movaxdinoT zegavlena piradi komunikaciis dros

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masobriv informaciis saSualebebSi masalis gamoqveynebis vadebi (magaliTi)

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

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sakontrolo furceli krizisuli komunikaciisaTvis (magaliTi)

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momzadebis kriteriumebi da meTodebi

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programis realizaciis Sefasebis kriteriumebi da maTodebi

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kavSirebi klientebTan da ,,marketinguli kompleqsi’’

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

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

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PR-is samoRvaweo mimarTulebebi

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msxvil kompaniaSi PR-is saqmianobis mimarTulebebi

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25 Tezisi PR-is efeqturobis problemebze

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30 saSualeba treninguli da konsaltinguri momsaxurebis winsvlisaTvis

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32 saSualeba Seni organizaciis axali ambebis Sesaqmnelad

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profesiuli statusis maCveneblebi

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umaRlesi ganaTleba

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kolejis reqtoris roli PR-is sferoSi

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5 sabaziso sfero PR-ganaTlebisaTvis

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rekomendebuli saswavlo gegma...

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sazogadoebasTan urTierTobis Teoria da praqtika(samagaliTo programa)

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pressaagento

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masmediasTan urTierTobis wesebi

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marTebuli RonisZieba presisaTvis

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sainformacio paketi presisaTvis

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struqturirebuli informaciis Seqmna(8 ZiriTadi etapi sasargeblo informaciis Seqmnisas)

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informaciuli dizaini(informaciis miwodebis 5 oqros wesi)

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10 rCeva biznesSi warmatebis misaRwevad

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6 kiTxva TviTSefasebisaTvis

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12 faseuloba

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maiers-brigsis maTodi

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adamianze zemoqmedebis 12 pozitiuri xerxi

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urTierTobebis SenarCunebis 6 xerxi

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12 dabrkoleba ,,nayofieri’’ urTierTobisaTvis

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fsiqologiuri faqtorebi

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Cveni qmedebis ganmsazRvreli 4 ZiriTadi faqtori

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25 araverbaluri komunikaciuri Jesti

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profesionalizmi P

PPR marketinguli komunikaciis sistemaSi •

marketingi da PR

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socialur-eTikuri marketingi

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marketingisa da PR-is kompleqsi

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integrirebuli marketinguli komunikaciebi

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saqonlis Ffablisiti PPR_reklama

miznobrivi auditoriebi da komunikaciis ZiriTadi kanonebi •

korporaciuli gzavnili

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miznobrivi auditoriis ierarqia

komunikaciis ZiriTadi kanonebi * aRqmis doneebi * sakomunikacio modeli * stereotipebi * aRqmis fsiqologiuri Taviseburebani kvlevebi PRP-Si

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PR 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

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safosto gamokiTxvebi

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piradi interviu

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satelefono interviu

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interaqtiuli gamokiTxva

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eqspertuli gamokiTxva

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situaciuri gamokiTxva

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problemuri gamokiTxvebi

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paneluri gamokiTxvebi

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fokus-jgufebi

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sakomunikacio auditi

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kvlevebis ZiriTadi saxeebis momzadebisa da Catarebis teqnologia

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mis kontent-analizi

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gamokiTxvebi

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SerCeva

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SemTxveviTi SerCeva

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martivi SemTxveviTi SerCeva

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sistematuri SemTxveviTi SerCeva

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SemTxveviTi SerCeva socialuri jgufebis mixedviT

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analitikuri(araSemTxveviTi) SerCeva

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ZiriTadi sicialur-demografiuli maxasiaTeblebi

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anketis Sedgena

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anketis struqtura

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Sesavali

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anketis preambulis magaliTi

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ZiriTadi nawili

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Ria da daxuruli kiTxvebi

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Ria kiTxvebi

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daxuruli kiTxvebi

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pirdapiri da iribi kiTxvebi

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piradi da arapiradi kiTxvebi

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ZiriTadi da sakontrolo kiTxvebi

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anketis Seqmnis sabazo principebi

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anketis dakabadoneba

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safosto gamokiTxvebi

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piradi interviu

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satelefono interviu

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interaqtiuli gamokiTxva

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eqspertuli gamokiTxva

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situaciuri gamokiTxvebi

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problemuri gamokiTxvebi

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paneluri gamokiTxvebi

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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 dokumentebi sabazo 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

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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 * 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

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*korporaciuli movlenebi *gancxadebebisa da informaciis dafa *araformaluri komunikaciebi *Worebis da xmebis gavrcelebis wesebi urTierTobebi investorebTan Initial 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 interneti internet qselis upiratesoba veb-gverdi CeTi eleqtronuli fosta urTierToba mis-Tan internetis meSveobiT saqonlis promouSeni internetSi interneti, rogorc krizisuli situaciis daregulirebis instrumenti interneti, rogorc masobrivi informaciis saSualeba masalebis dawera internetisaTvis sajaro gamosvlebi da spiCraitingi *ritorikuli xerxebi *audiovizualuri masalebi *spiCraitingi sponsoringi da fandraizingi sponsoringi *miznobrivi auditoriebi da sponsoruli efeqti *fandraizingi *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

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*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 CamonaTvali(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 omebi interviuebi

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sakanonmdeblo aqtebis cnobari PR specialistebisaTvis saerTaSoriso dokumentebi qvelmoqmedeba *amerikelebis 90% qvelmoqmedebas eweva *ra xdeboda da ra xdeba ruseTSi aucilebeli ganmartebebi *PR terminologia *media terminologia *sxvadasxva terminologia

PR sibrZnis kvaldakval internet resursi savaraudo pasuxebi gamoyenebuli literatura

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calkeuli magaliTebi *qvelmoqmedeba henri rotSildma, ganaTlebiT qirurgma, parizSi daaarsa `kargi rZis instituti~,

romelic eqimebs sruliad

ufasod urigebda rZes siebis mixedviT, maT, visac es sWirdeboda. am saqvelmoqmedo 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 ziani miayenes, daaweses prizi – brakonierebis mier mokluli losis didi Zvali. *provokacia kaliforniaSi sazRvao dazvervis maiori jorj jililendi ukve mravali weli zedized atarebs aseT cdas: sanadiro sezonis dawyebisas, roca avtomobilebis mZRolebis umravlesobas Tan sanadiro iaraRi aqvs, avtostradis napiras dgams TeTrkudiani irmis fituls. Tavad safarSi imaleba fotoaparatiT. meore dRes fitulze ukve 400-ze meti natyviaria da irgvliv uamravi mizans 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 yvela satelevizio arxze. *socialuri movlena axali wesi gaCnda valensiaSi mdebare espanur sastumro `Astoria Palace Hotel~-Si. yoveli wlis ivlissa da agvistoSi am sastumros nomris fasi gansazRvruli iqneba saSualo dReRamuri 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 Seatyobinebs. idea martivia: Tu turists amindSi ar gaumarTlebs, fuls mainc dazogavs.

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*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, romelsac vyidulobT da vyidiT; 2. Cven mier SemoTavazebuli asortimenti mravalferovania da aris gulwrfeli optimizmis 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 klientebis 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 gamomgoneblis Sesaxeb, romelmac aswavla qalebs sigaretis moweva da amerikelebis sayvarel kerZad aqcia Semwvari kvercxi bekoniT. rodesac Jurnalistebi midiodnen edvard bernaizTan intervius asaRebad, isini Tavdapirvelad 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 sakoncentracio banakebamde didi xniT adre is daJinebiT amtkicebda: `ebraelebs am qveyanaSi ar acocxleben, unda wavideT!~. meuRle, ana, mudmivad ekamaTeboda mas: misi Zma zigmund 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 ubralod moaTavses gemze, rogorc erTgvari bargi. rodesac horizontze Tavisuflebis qandakeba gamoCnda, patara edim gaiRima da fumfula TiTi misken gaiSvira. amerika mas imwamsve moewona. gadioda wlebi, eli swrafad gamdidrda. is marcvleuliT vaWrobda, magram erTaderTma vaJiSvilma imedebi gaucrua. ucnauri iyo, magram edis enatreboda didi xnis win daviwyebuli venis bulvarebi. is giJdeboda operasa da Strausis valsebze. am sisuleleebis Tavidan amosagdebad mamam is universitetSi

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gagzavna... soflis meurneobis Sesaswavlad. damjere Svilma iq sami weli gaZlo, magram Semdeg bruklinis gaqvavebul junglebSi gaipara. gaRizianebulma 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 cxovrebis ganmavlobaSi darCa edisaTvis avtoritetad. garda amisa, masze didi gavlena moaxdina 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 daxmarebisaTvis bernaizs mimarTa. eduardma arastandartuli gamosavali moZebna: imis nacvlad, rom esaubra piesis Rirsebebze, man Camoayaliba veneriul daavadebebTan mebrZoli sazogadoebrivi fondi. am fondis sxdomebze, sxvaTa Soris aRiniSneboda xolme, rom piesa `gafuWebuli saqoneli~ Tamamad warmoaCens sakiTxs prostituciis problemebTan dakavSirebiT. Sedegad, benetis Teatrs xalxis didi nakadi moawyda. interesi imdenad Zlieri iyo, rom policiam veRar gabeda speqtaklis daxurva. bernaizma sworad gansaja: saqonels unda aqebdes ara gamyidveli, aramed viRac sxva. es azri gaxda is qvakuTxedi, romelzec dafuZnda bernaizis `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 saZulveli rokfeleris imijis gamosworeba. bolos li misma sixarbem da uprincipobam daRupa, xolo bernaizis Tvalebi patiosnebiT ubrwyinavda: man moaxerxa Tavisi kolegebis darwmuneba, 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~, romelic warmodgeba sityvidan spin (brunva). isini atrialeben faqtebs sasurveli rakursiT da manipulireben amerikelebis sazogadoebrivi azriT TavianT neba-survilze. amasve eswrafvoda edi. 1915 wels man daafuZna sakuTari kompania (kantora), sadac 5 adamiani muSaobda, 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 bolomde gagrZelda, Tumca isini mxolod 5 wlis Semdeg SeuRldnen. bernaizma Tavisi saqorwino 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 baleti 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 publikacia, sadac dadebiTad iyo warmoCenili baleti da gansakuTre-

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biT rusi mocekvaveebi. rodesac mas aukrZales SiSvelfexeba balerinebis fotoebis gamoqveyneba garekanze, man advilad ipova gamosavali fotoebidan fexebis amoWriT. Sedegad, rodesac niJinskim da karsavinam fexi daadges amerikis napirs, maTTvis niadagi ukve Semzadebuli iyo. bileTebis mosapoveblad rigebi kilometrze iyo gaWimuli, xolo milionerebi erTimeoris miyolebiT agzavnidnen TavianT qaliSvilebs sabaleto skolaSi. imave meTodis gamoyenebiT bernaizma daarwmuna amerikelebi, rom bekoni saukeTeso sauzme iyo. man gamoaqveyna cnobili eqimebis statiebi, xolo maT gverdiT ganaTavsa popularuli adamianebis fotoebi, sadac aRbeWdili iyo maTi sauzmis procesi. sufris centrSi, ra Tqma unda, moTavsebuli iyo Semwvari kvercxi bekoniT. Semdegi proeqti bernaizs daukveTa kompania `United Fruit~-ma, romelsac bananis gayidvebis gazrda surda. bernaizma am kompaniis poziciebis gasamyareblad gamoaqveyna viRac giJis statia, sadac avtori amtkicebda, rom banani aneitralebs organizmSi arsebul glutenebs –saWmlis monelebis procesis 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 daexmara gvatemalis zedmetad damoukidebeli prezidentis – arbensas CamogdebaSi. man prezidenti 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 dolaramde). 1929 wels bernaizs Tambaqos kompania Lucky Strike-ma mimarTa qalTa mravalmilioniani auditoriis asaTviseblad, romlebic jer kidev Tavs ikavebdnen sigaretis mowevisagan. yvelaferi Cveuli meTodebiT warimarTa: edis dakveTiT, eqimebi ityuebodnen da ambobdnen, rom moweva xels uwyobs saWmlis monelebas, xolo saopero momRerlebi amtkicebdnen, rom sigareti aumjobesebs xmas. Tavisi colis feministi daqalebis meSveobiT is axdenda sigaretis, rogorc qalTa damoukideblobis simbolos, reklamirebas. amasTan, bernaizi Tavad ar eweoda da nikotins Sxamad Tvlida. mis cnobierebaSi profesionalizmma myarad daikava idealizmis adgili. edi saqmis saWiroebis gamo mzad iyo daeTmo Tavisi principebi da gaeyida sindisi.

Semdegi damkveTi gaxda kompania General Electric, romelsac Tvlidnen usindiso monopolistad. misi imijis gamosasworeblad bernaizma moawyo grandiozuli Sou kompaniis damfuZneblis, didi gamomgoneblis – edisonis pativsacemad. zeimobda mTeli amerika, poetebi Txzavdnen leqsebs, Sampanuris mdinareebi dioda. sazeimo sufraze bernaizi da prezidenti huveri erTad isxdnen. edvards SeeZlo eamaya Tavisi warmatebiT, magram sami dRis Semdeg, 1929 wlis 24 oqtombers, daeca safondo bazari da amerika aRmoCnda did depresiaSi. am situaciaSic ki `PR-is mamam~ SeZlo poziciebis SenarCuneba. ufro metic, TviT prezidentma huverma daiqirava is xelisuflebis dacemuli imijis asamaRleblad. bernaizi muSaobda prezidentis saarCevno StabSi da cdilobda moepovebina sazogadoebrivi ganwyoba gayalbebuli sociologiuri kvlevis meSveobiT. magram aRmoCnda, rom PR ar iyo yovlisSemZle – huverma waago. bernaizis meTodebs yuradRebiT akvirdebodnen ara mxolod TeTr saxlSi. hitleris mTavrobis 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 Tavis wignSi `sazogadoebrivi azris kristalizacia~, xolo 1955 wels, daagrova ra uzarmazari praqtikuli gamocdileba, man dawera wigni `Tanxmobis Seneba~, romelSic gamoiyena sityva `imiji~ xelovnurad Seqmnili reputaciis aRsaniSnavad. edvardi gadascda 60 wels,

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magram 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 universaluri meTodi. bernaizi moeswro PR- teqnologiebis triumfs-oms sparseTis yureSi. edvardis 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 qalaq 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. meuRlis 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 TiTqmis 100 wlis edi da joani Casxdnen manqanaSi da datoves saxli. kviris ganmavlobaSi isini motelSi cxovrobdnen. imavdroulad dorisma da enma sasamarTloSi uCivles joans mamis gatacebis braldebiT. yovelive es naklebad aRelvebda bernaizs: man didi xania icoda, rom sworad warmoCenili skandali mxolod aumjobesebs imijs. male man gamosca Tavisi mogonebebis wigni optimisturi saxelwodebiT `Cemi pirveli 100 weli~, Tumca misi meore 100 wleuli xanmokle aRmoCnda – 1995 wlis 9 marts PR-is mama Cumad gardaicvala Tavis saxlSi.

10 kategoria (PR-specialistebis moRvaweobis sfero katlipis mixedviT) 1. wera da redaqtireba masobrivi informaciis saSualebebisaTvis (rogorc beWdviTi, ise sityvieri) informaciis momzadeba (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 aqcionerebisaTvis, yovelwliuri angariSebi, sityvebi, broSurebi, filmis scenarebi da slaid-Souebi, statiebi profesiul gamocemebSi; institucionaluri sareklamo gancxadebebi, aseve masalebi produqciis Sesaxeb da damatebiTi teqnikuri masalebi.

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2. kavSirebi masobrivi informaciis saSualebebTan kontaqti masobrivi informaciis saSualebebis warmomadgenlebTan, Jurnalistebisa da sakvirao damatebebis warmomadgenlebTan; kavSiri damoukidebel mwerlebTan, aseve profesiuli gamocemebis warmomadgenlebTan. amgvari kontaqtebis mizania: davainteresoT da movimxroT Sesabamisi gamocemebi da masobrivi informaciis saSualebebi, rom gamoaqveynos saWiro publikacia (gadasces saWiro informacia Ria eTerSi), aseve gamoaqveynos axali ambebi da siuJetebi organizaciis Sesaxeb (es axali ambebi da siuJetebi SesaZloa Tavad konkretuli organizaciis mier iyos momzadebuli). kontaqtebi aseve aucilebelia masobrivi informaciis saSualebebis mxridan konkretul moTxovnilebebze reagirebisaTvis, gamosaqveynebeli masalebis gadasamowmeblad da informaciis gavlenian wyaroebze xelmisawvdomad.

3. kvlevebi informaciis Segroveba sazogadoebriv azrze, tendenciaze, warmoSobil problemebze, politikur 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 internet-daTvaliereba, kvlevebis programis dagegmva, gamokiTxvebis Catareba, SekveTebis organizeba sakvlev firmebze.

4. marTva da administrireba programis da gegmis Sedgena sxva menejerebTan saTanamSromlod. moTxovnilebebis gansazRvra, 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, rogor 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 siaxleebis gacnobis, TaTbirebis, Ria karis DdReebis, gamofenebis organizeba da Catareba lentis gaWris TanxlebiT, aseve iubileebis, gansakuTrebuli movlenebis aRniSvna, rac saqvelmoqmedo fondebis Semowirulobebis gadacemasTan, umaRlesi rangis pirebis vizitTan, konkursebTan da SejibrebebTan, dajildoebasTan da sxva saxis mniSvnelovan RonisZiebebTan aris dakavSirebuli.

7. zepiri gamosvla

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sxvadasxva jgufTan sityviT gamosvla. sxvebisTvis daxmareba gamosasvleli sityvis mosamzadeblad; 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 organizaciasa da mis umniSvnelovanes aqcionerebs Soris: aqcionerebis mosazrebebis mosmena, molaparakebebis warmoeba, konfliqtebis mogvareba (daregulireba) da SeTanxmebis miRweva. 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. aucilebelia 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 laparakobs 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.

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

6. yovelTvis SeinarCuneT simSvide, keTilmosurneoba da kargi ganwyoba. CadeT fundameti PR-is momavali warmatebebisaTvis mudmivi, sworxazovani da argumentirebuli yuradRebis gaTvaliswinebiT informaciasa da kontaqtebTan mimarTebaSi. krizisis warmoSobis SemTxvevaSi gaxsovdeT is, adamianebTan urTierTobisaTvis Tqven gWirdebaT upirveles yovlisa civi da naTeli goneba... warmatebis aucilebeli kriteriumebi arsebobs saerTo SeTanxmeba, rac yvela profesiis warmomadgenlebs Semdeg kriteriumebs uyenebs; gamokiTxvis Sedegad warmatebisaTvis saWiroa: 1. urTierTobis xelovnebis codna 2. masobrivi informaciis saSualebebis codna 3. menejmentis codna 4. motivacia 5. cnobismoyvareoba

PR-is warmatebis ganmapirobebeli faqtorebi 1. profesiulad momzadebuli werilobiTi sityva 2. zepiri darwmunebis xelovnebis codna codna 1. masobrivi informaciis saSualebebis Rrma codna 2. xelmZRvanelobis muSaobis stilis gageba 3. saqmiani da finansuri alRo SesaZlebloba (unari) 1. problemebis gadawyvetis codna 2. gadawyvetilebis miRebis codna 3. adamianebTan muSaobis codna, maTi ndobis mopoveba 4. pasuxismgeblobis sakuTar Tavze aRebis unari xarisxi

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1. analizi da jansaRi gadawyvetilebebis miReba 2. energiuloba da enTuziazmi 3. interesTa farTo speqtri da cnobismoyvareoba 4. Tanamosaubris mosmenis codna 5. `dartymis Sekavebis~ codna 6. stili CamonaTvali bili kantoris mixedviT: 1. piradi iniciativa 2. cnobismoyvareoba da codnis swrafad SeZenis SesaZlebloba 3. energiuloba, enTuziazmi da ambiciuroba 4. azrovnebis obieqturoba 5. moqniloba 6. sxvisi daxmarebisTvis mzadyofna 7. keTilmosurneoba, megobruloba 8. universalizmi 9. kompleqsebis uqonloba 5 meTodi karieraSi swrafi warmatebisaTvis (riCard longis mixedviT) 1. rezultaturoba 2. konceptualizacia 3. urTierToba adamianebs Soris 4. stili 5. aramaterialuri faqtorebi

aucilebeli moTxovnebi mecnieruli dakvirvebebi cxadyofs, rom PR-is sandooba iwyeba organizaciis xelmZRvanelobis wesierebidan da misi socialuri pasuxismgeblobidan gamomdinare. garda amisa, PR-is grZelvadiani warmateba saWiroebs organizaciis xelmZRvanelobis mier Semdegi moTxovnebis Sesrulebas: 1. unda iyos PR-is ideis erTguli da miiRos monawileoba uSualod am ideis ganxorcielebaSi; 2. unda ixelmZRvanelos kompetenturi PR-konsultantebis momsaxurebiT; 3. gamoiyenos PR-is sferoSi saqmianobis Sedegi sakuTari organizaciis mokle da grZelvadiani samoqmedo programis Camoyalibebis dros; 4. mxari unda dauWiros mudmiv ormxriv kontaqts rogorc Sida, aseve gare auditoriasTan; 5. erTmaneTs Seusabamos saqme da sityva; anu is, rac keTdeba, unda gamomdinareobdes imisagan, rac iTqva.

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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; sazogadoebis 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 gamonaTqvamebis da moqmedebis aRkveTa, rasac SeuZlia ziani miayenos organizaciis keTildReobas; 6. swrafva, iyo patiosani, sando da samarTliani TanamSromlebis mimarT.

personali, romelic saqmianobs PR-sferoSi, uSualo xelmZRvanelobisgan 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 sazogadoebrivi 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 ganswavlulobis 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 gamoucdeli 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) reaqciis formas iRebs. aseTi problemebi saWiroebs `Soreuli miznisken~ xedvas da safuZvlian gaazrebas. aman SeiZleba klientis an xelmZRvanelobis xafangSi amogvayofinos Tavi, rac gamowveuli iqneba im

18

molodiniT, TiTqos PR-s SeuZlia, gadawyvitos nebismieri problema, organizaciis saqmianobaSi cvlilebebis gareSe; 6. PR-is, rogorc mxolod da mxolod damxmare funqciis mqone saqmianobis warmodgena 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, sakonsultacio firmas

daxmarebisaTvis mimarTos

(6 mizezi Cester bergeris mixedviT) 1. organizaciis xelmZRvanelobas adre ar ganuxorcielebia PR-is araviTari formaluri programa da organizacia grZnobs gamocdilebis ukmarisobas amgvari programebis mimarT; 2. organizaciis Stabbina SeiZleba mdebareobdes Zalian Sors finansuri da komunikaciuri centrebisgan; 3. PR-firmebs mowesrigebuli aqvT kontaqtebis farTo speqtri, romelic mimdinare momentis moTxovnebs pasuxobs; 4. axlomdebare PR-firmas SeuZlia, SesTavazos gamocdili profesionalebisa da specialistebis 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 maRalkvalificiuri 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.

19

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 korporacia gamodis.

rogor movaxdinoT zegavlena piradi komunikaciis dros 1. Cveni cxovrebis mniSvnelovani nawilia urTierToba. sityva Tanamosaubreebze zemoqmedebis saSualebaa, Tumca amisaTvis igi unda atarebdes garkveul emocias. komunikaciis 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. listis etiuds SevafasebT sityvebiT `Zalian magaria!~.

4. kritika SeiZleba iyos 25 saxis: 1. gamamxnevebeli kritika 2. kritika-sayveduri 3. kritika-imedi 4. kritika-qeba 5. kritika-analogia 6. kritika-SeSfoTeba 7. upirovno kritika 8. kritika-TanagrZnoba 9. kritika-sinanuli 10. kritika-gakvirveba 11. kritika-ironia 12. kritika-miniSneba 13. kritika-Serbileba 14. kritika-sayveduri 15. kritika-SeniSvna 16. kritika-gafrTxileba 17. kritika-moTxovna 18. kritika-gamowveva 19. kritika-rCeva 20. konstruqciuli kritika 21. kritika-safrTxe 22. kritika-gamoxmaureba

20

23. kritika-wyena 24. kritika-mfarveloba 25. kritika-muqara

5. urTierTobis sevdiani stiliA_ adamiani saubrobs warsulze, martoobaze, fatalizmze, binZur 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~, `fantastikuria~, `daxvewilia~, `sikeTe~, `gulwrfeloba~, `ocneba~, `silamaze~ da a.S.A 7. urTierTobis aqtiuri stili _ adamiani mouwodebs sxvebs moqmedebisken, idealebis erTgulebisken. saubrobs energiulad, paTosiT. iyenebs sityvebs `erTguleba~, `lideroba~, `Zliereba~, `marTebuli~, `mcdari~.

8. urTierTobis mxiaruli stili _ saubrisas adamiani iyenebs frazebs kinofilmebidan an multfilmebidan. xmamaRla laparakoben. yvelaze sevdiani istoriebic ki bednierad mTavrdeba. 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 anjelesi: `dakveTis Sesrulebis vada~ aris perioduli gamocemis, radios an televiziisaTvis saWiro dro, raTa miiRos masala da moamzados igi gamosaqveyneblad an eTerSi gasaSvebad. dakveTis Sesrulebis vadebi gansazRvravs moments, rodesac mizanSewonilia (an piriqiT) masalis masmediaSi gagzavna. amitom, rodesac statias an Setyobinebas agzavniT masmediaSi publikaciisaTvis, daumtkiceT redaqtors, rom kargad gesmiT misi problemebi da garkveuli droiT CarCoebiT moqmedebis aucilebloba. amiT aimaRlebT sakuTar avtoritets, amasTan SesaZloa xelidan ar gauSvaT moTxovnili masalis publikaciisaTvis Yyvelaze xelsayreli momenti. masmediasTan urTierTobisas, aucilebelia vadebis zedmiwevniTi dacva. vadebis darRvevis SemTxvevaSi ki dakargulis anazRaureba faqtobrivad SeuZlebelia. rogorc wesi, dakveTis Sesrulebis vadebi periodul gamocemebSi, radiosa da televiziaSi arsebiTad gansxvavdeba, es gansxvaveba arsebobs 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 sainformacio samsaxurebi, Tu Tqven raime mizeziT caitnotSi aRmoCndiT, Tu giCndebaT eWvi am vadebTan dakavSirebiT, daurekeT reportiors, gaarkvieT zusti TariRi. qvemoT mocemulia maorientirebeli vadebi dakveTis Sesasruleblad sxvadasxva masobrivi informaciis saSualebebisaTvis.

21

masobrivi informaciis saSualebebi

dakveTis Sesrulebis vadebi

. gazeTebi(zogierTi rubrikebisTvis – kvebis

1-2 kvira (yoveldRiuri gamocemebi)

produqtebi, turizmi, ufro

kalendris TariRebi – gaTvaliswinebulia gagrZelebuli vadebi dakveTis Sesasruleblad

3 kvira (yovelkvireu-

li) . dargobrivi (profesiuli)

6 kviridan or Tvemde

. momxmarebluri Jurnalebi(yovelTviuri) . Jurnalebi `metro~ (yovelTviuri)

Jurnalebi (yovelTviuri)

5-dan 6 Tvemde 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) . saerTonacionaluri dilis Sou

6-dan 8 kviramde 2 kviridan 1 Tvemde

. adgilobrivi ToqSou

2-3 kvira

. adgilobrivi axali ambebi

2 dRe

. radio . sazogadoebrivi informaciis samsaxuris

gancxadeba

6-dan 8 kviramde . promoutireba ToqSou

2 kviridan 2 Tvemd 4 dRidan 1 Tvemde

axali ambebi

2 dRe

sakontrolo kiTxvebis sia, riTac unda daiwyos nebismieri kvleviTi proeqti (magaliTi) 1. rogor gamoiyeneba kvlevis Sedegebi? es kiTxva mniSvnelovania, radgan xSirad krizisisas 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 Catareba.

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

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

6. ra donis gamocdileba aqvs kvleviT firmas, romelic savaraudod Caatarebs kvlevas?

22

7. rogor gaanalizdeba miRebuli monacemebi? rogori saxiT iqneba warmodgenili angariSi kvlevis Sedegebze?

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

9. ra eRireba es yvelaferi? profesiuli kvleva ZviradRirebuli RonisZiebaa, yvelaze gonivrulia werilobiTi winadadebis miReba sami firmisgan, amasTan bevri problemis mogvareba iqneba SesaZlebeli, Tu es winadadebebi Seicavs pasuxebs CamoTvlil kiTxvebze.

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, warudgineT maT momsaxureebis, saxelmwifo dawesebulebebis, masmediis kiTxvebze pasuxebis momzadebis, Sedegebis prognozi. * yvela kiTxva gagzavneT presmdivanTan, romelic unda iyos winaswar amorCeuli da krizisuli situaciebis dagegmvis, momzadebis farglebSi dakvalianebuli. morigeebs, operatorebs, mdivnebs da sxva pirebs acnobeT, rom maT kiTxvebiT mimarTon daniSnul presmdivans sakuTari versiebis da azris gamoxatvis gareSe. * SeqmeniT sainformacio centri masmediisTvis. rac SeiZleba swrafad moamarageT isini informaciiT. centri uzrunvelyaviT sainformacio paketebiT, telefonebiT, faqsebiT, kompiuterebiT da printerebiT. satelevizio interviuebisaTvis adgili SearCieT momxdari movlenis adgilidan 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 situaciaSi moxvdnen. ganmarteT, rom organizacia akeTebs da gaakeTebs maqsimums problemis gadasaWrelad. * uzrunvelyaviT sadReRamiso kavSiri manam, sanam SeimCneva interesi masmediis mxridan 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 gqondeT reagireba reportiorebis arakoreqtul kiTxvebze. * ar gaaioloT problema da ar scadoT situaciis seriozulobis Serbileba. presa male SeamCnevs simarTles.

23

* 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 komentari. Tu ar SeiZleba raimes Setyobineba oficialurad, aucileblad axseniT mizezi da reportiorebs uTxariT, rodis eqnebaT es informacia. Tu ar flobT informacias, pirdapir TqviT da reportiorebi 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 miReba masmediis interesisa da yuradRebisagan. ar gaakeToT rame iseTi, rac aRqmuli iqneba, rogorc TviTreklama, maSin, rodesac krizisuli situaciaa, jer kidev yuradRebis centrSia. momzadebis kriteriumebi da meTodebi Setyobinebis xarisxis ufro obieqturad Sesafaseblad SesaZloa gamoyenebul iyos testi advilad wakiTxvaze, Tumca es testi iZleva mxolod imis dadgenis saSualebas, ramdenad advilad wasakiTxi da gasagebia mocemuli beWdviTi masala. is ver gvexmareba iseTi faqtorebis SefasebaSi, rogoricaa Semcveloba, struqtura, organizacia da stilis sxva elementebi. arada, swored es faqtorebi, subieqturis gaTvaliswinebiT (`risi Tqma undoda mwerals Tavisi teqstiT~ da `ra gaigo misgan mkiTxvelma~), axasiaTebs aRqmisa da beWdviTi sityvis zemoqmedebas. sxva mxriv, testi advilad kiTxvadobaze Zalian sasargebloa teqstis stilis gaumjobesebisa da misi gagebis gaadvilebis TvalsazrisiT. farTod gamoiyeneba teqstis advilad wakiTxvis 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 amisaTvis saWiro ganaTlebis dones. testis Casatareblad saWiroa aranakleb ori SemTxveviT SerCeuli nawyveti teqstidan, as-asi sityvis SemcvelobiT (an mcire moculobis sruli teqsti).

A. daTvaleT winadadebebi, sityvebi da marcvlebi (ricxvebi, abreviaturebi da calkeuli simboloebi 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 mniSvneloba. 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, salaparakosi – aranakleb 80 erTeuls.

24

indeqsi

advilad kiTxvadobis indeqsi

90-100

Zalian maRali

80-90

maRali

70-80

saSualoze maRali

60-70

saSualo

50-60

saSualoze dabali

30-50

dabali

0-30

Zalian dabali

ganaTlebis done

5 klasi 6 klasi 7 klasi 8-9 klasi 10-12 klasi koleji kolejdamTavrebuli

2. ganingis formula. r. ganingis formuliT e.w. teqstis sirTulis indeqsi gamoiTvleba winadadebis saSualo sigrZisa da sami an meti marcvlisagan Sedgenili sityvebis procentuli Tanafardobis, aseve winadadebebis raodenobis safuZvelze, sul mcire, 100-100 2 nawyvetidan. nawyvetebSi sityvebis raodenoba iyofa sruli winadadebebis ricxvze, Semdeg Tvlian 3 an meti marcvlisgan Semdgari sityvebis raodenobas (mTavruli asoTi dawyebuli, rTuli sityvebis garda. mag. mtversasruti). miRebul Sedegs svamen Semdeg formulaSi: sirTulis indeqsi = 0.04 (winadadebaSi sityvebis saSualo raodenoba + 100 sityvaSi grZeli sityvebis raodenoba). testi gviCvenebs ganaTlebis donesa da teqstis aRqmis Tanafardobas (cxr. 13.2) cxrili: ganingis indeqsis interpretacia gaugebrobis indeqsi

ganaTlebis done

17

kolejdamTavrebuli

16

kolejis IV kursis studenti

15

kolejis III k-is studenti

14 13

kolejis IIk-is studenti kolejis Ik-is studenti `mkvdari zona~

12

saSualo skolis me-10-12 klasis moswavle

11

saSualo skolis me-8-10 klasis moswavle

10

saSualo skolis me-6-8 klasis moswavle

9

saS. skolis me-4–6 klasis moswavle

8

dawyebiTi skolis III klasis moswavle

`–~

7

dawyebiTi skolis II klasis moswavle

`–~

6

dawyebiTi skolis I klasis moswavle

`–~

`advili kiTxva~ `–~

A 3. frais formula. e.frais grafiki fleSis advilad kiTxvadobis indeqsis analogiuria. frais Sesafasebeli 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 simboloebis CaTvliT.

25

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; horizontalurze – 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 iTvleba). fleSis advilkiTxvadobis indeqsis msgavsad, es indeqsic miaxloebiT gansazRvravs msmenlis ganaTlebis dones, rac saSualebas aZlevs mas, garTulebis gareSe aRiqvas naTqvamis 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 ramdenad gaigo Setyobineba miznobrivma auditoriam. Jargonuli gamonaTqvamebis, specialuri terminologiis da dialeqtizmebis gamoyeneba arTulebs teqstis gagebas, Tundac fleSis, ganingis, fraisa da fangis testebis Sedegebi sapirispiroze metyvelebdes. am testebis gamoyeneba 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 Semcvelobisa da struqturis, aseve (3) programis masalebis gaformebisa da warmodgenis sferoebSi. Semdgom etapze fasdeba programis realizaciisa da miznobriv auditoriaSi informaciis gavrcelebis efeqturoba.

programis realizaciis Sefasebis kriteriumebi da meTodebi radiomsmenelebis da telemayureblebis auditoriis kvlevebSi gamoiyeneba 4 ZiriTadi meTodi: 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 kvlevebSi monawileobaze Tanxmdebian sakmaod specifikuri socialuri jgufebis warmomadgenlebi, rac amcirebs gamokiTxvis warmomadgenlobiTobas (warmomadgenlobiT xasiaTs).

2. registracia. am meTodiT avtomatur reJimSi registrirdeba dRis ra monakveTSi, ra arxzea momarTuli televizori an radiomimRebi. satelefono xazebiT informacia gadaecema centralur kompiuters. am meTods iyeneben kompaniebi Nielson da Arbitron msxvil qalaqebSi ZiriTadi sadReRamiso tele- da radioarxebis umniSvnelovanesi programebis reitingis dasadgenad. am meTodis nakli isaa, rom is ver

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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 gazomvis kompaniebi iyeneben specializebul mowyobilobas, raTa miiRon is informacia, romelsac ver aZlevT dRiurebi da satelevizio arxebis yurebis registratorebi. dasakvirvebeli ojaxis yoveli wevrisaTvis gankuTvnilia sakuTari Rilaki audimetrze, romelzec xels aWers yovelTvis, 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 iZleva arasrul informacias ojaxSi satelevizio upiratesobebze.

4. satelefono interviu. es meTodi gvTavazobs zarebis gadacemis mimdinareobisas an dasrulebis Semdeg zomis, Semadgenlobis da auditoriis sxva maxasiaTeblebis dasadgen saSualebas. yvelaze gavrcelebulia satelefono gamokiTxva droSi SemTxveviT damTxvevis meTodiT, roca gadacemis translaciisas zarebi xorcieldeba SemTxveviT akrefil nomrebze. am meTodiT reprezentaciuli amonakrebis miRebas arsebiTad aferxebs farTod gavrcelebuli avtomopasuxeebi, aseve satelefono gamokiTxvisadmi mzardi zizRi, rac gamowveulia telemarketingSi moRvaweTa uceremoniobiT da abezarobiT.

kavSirebi klientebTan da `marketinguli kompleqsi~ kompleqsuri marketinguli komunikaciebis dargSi specialistis, t. harisis azriT, marketingis PRmxardaWera 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 Sesaxeb, romlebzec `protesti Tavad bavSvebma gamoTqves~).

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

4. sareklamo kampaniis Catarebis momzadeba (sareklamo turne).

5. saqonlis dawinaurebis damatebiTi programebi (adre Catarebul marketingul RonisZiebebTan dakavSirebuli kampaniis Catareba. mag. kompania Ralston Purina-s Sinauri cxovelebis 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).

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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 Setevebis, infarqtebis riskis Semcirebas Soris).

9. socialuri pasuxismgeblobis Cveneba da klientebis ndobis mopoveba (korporaciis an savaWro 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 SemTxvevaSi). marketingul kompleqsSi PR-is mniSvnelobis mkveTri zrda dasturdeba 243 marketologis gamokiTxvis SedegebiT, romelTa 2/3 PR-ze marketinguli biujetis saxsrebis 20%-s gamoyofs. zemoT moyvanili siidan gamomdinare, cxadia, rom marketingSi PR-is funqciis arsi sxva araferia, Tu ara tradiciuli `fablisiti~ – kompaniis pozitiuri saxis Seqmna.

ZiriTadi dadebiTi Sedegebis CamonaTvali (PR-is socialuri valdebulebebis kuTxiT) 1. PR aviTarebs da srulyofs profesiul praqtikas, profesiuli saqmianobis standartebisa da eTikuri qcevis kodeqsebis SemuSavebis saSualebiT, aseve aRniSnuli standartebisa 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 gaTvaliswinebiT. 4. PR emsaxureba Cvens segmentur, daqsaqsul sazogadoebas komunikatorisa da Suamavlis funqciis SesrulebiT; xelmZRvanelobs adamianebis informirebulobis amaRlebis 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 fsevdoRonisZiebebis 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.

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PR-is samoRvaweo mimarTulebebi sem bleki, sazogadoebasTan urTierTobis Tanamedrove samsaxuris (PR) praqtikisa da Teoriis erT-erTi fuZemdebeli, mis samoRvaweo mimarTulebaTa Soris aT dargs gamoyofs: 1. sazogadoebrivi azri 2. sazogadoebrivi urTierTobebi 3. saxelisuflo urTierTobebi 4. Temebis cxovreba 5. samrewvelo urTierTobebi 6. finansuri urTierTobebi 7. saerTaSoriso urTierTobebi 8. samomxmareblo urTierTobebi 9. kvlevebi da statistika 10. masobrivi informaciis saSualebebi

msxvil kompaniaSi PR-is saqmianobis mimarTulebebi sazogadoebasTan urTierTobis ganyofilebas esaWiroeba sxvadasxva dargis specialisti, romelTac imavdroulad specialuri ganaTlebac aqvT miRebuli. amitom Tanamedrove dawesebulebaTa da kompaniaTa PR-ganyofilebebSi ama Tu im profesiis mravali specialisti muSaobs, romlebic zogjer kvalificiuri eqspertebis rolsac asruleben. PR-is erT-erT amerikul saxelmZRvaneloSi mocemulia msxvil kompaniaSi PR-is saqmianobis Semdegi ZiriTadi mimarTulebebi: 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; * organizaciis mimarT auditoriis mosalodneli reaqciis gansazRvra; * sazogadoebis calkeuli jgufebis kvleva; * kvlevis Sedegebis Sefaseba. molaparakebis mimarTuleba * sazogadoebis aqtiur jgufebTan kontaqtebis damyareba;

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* 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 moxeleTa, 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 miznobriv jgufebSi; * lokalur (saTemo) urTierTobaTa kvleva. adgilobrivi problemebis gamovlena, oficialuri wreebisa da sazogadoebisaTvis samuSao adgilebis gazrdis, keTilmowyobisa da sxva proeqtebis 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 rekomendaciebis SemuSaveba; * finansuri urTierTobebis kvleva. kompaniisaTvis daxmarebis gaweva konkurentunarianobis amaRlebis, aqciebis mflobelebsa da potenciur investorebTan urTierTobis gaumjobesebisaTvis. zogierTi PR-firma sxva ufro didi firmis SemadgenlobaSi Sedis. xSirad es sareklamo firmaa, romelic kargad axamebs sazogadoebasTan urTierTobis specialistTa SesaZleblobebs sareklamo saqmianobasTan. es miT ufro sagulisxmoa, rom zogierTi monacemiT, magaliTad, aSS-Si, reklamiT miRebuli Semosavlebi bolo wlebSi TiTqmis erT doneze rCeba, xolo PR-organizaciaTa maCvenebeli ki am mxriv mudmivad matulobs. am garemoebas, bunebrivia, Tavisi mizezi aqvs. specialistebi yuradRebas miapyroben ramdenime upiratesobas, rac gansakuTrebiT aZlierebs PR-samsaxurisadmi ndobas. * obieqturoba. PR-is firmas SeuZlia gaaanalizos klientis problema da misi mowesrigebis axleburi gzebic SesTavazos;

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* kvlevis meTodebisa da eqspertizis mravalferovneba. firmebs hyavT mecnierebis uaxlesi miRwevebis mcodne maRalkvalificirebuli specialistebi, SeuZliaT moemsaxuron klientebs nebismier sferoSi; *resursebis simdidre. firmebi iyeneben Tanamedrove teqnologiebs, aqvT sakuTari sainformacio bankebi da kvlevisaTvis aucilebeli yovelgvari aRWurviloba, aseve mWidro kontaqtebi 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 SeuZliaT 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, barson-marsteleri cnobilia krizisuli situaciebis mowesrigebiT medicinis sferoSi, hilisa da noutonis firma – socialuri sakiTxebis, xolo ketCupi samomxmareblo marketingis SeswavlaSia daspecialebuli; * sandooba. warmatebul PR-firmas yovelTvis aqvs profesiuli da eTikuri reputacia. klienti, romelic amgvari firmis momsaxurebiT sargeblobs, ufro advilad imsaxurebs masmediis, xelisuflebisa 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 klientisaTvis rekomendaciebis SemuSavebis Semdegs xSirad iZulebulia, sxva klients moemsaxuros da ar hyofnis dro da resursebi pirvels meti yuradReba dauTmos; * kvlevis mosamzadebeli periodis xangrZlivoba, rac damatebiT drosa da Tanxebs saWiroebs. soliduri kvlevis mosamzadeblad zogjer ramdenime kvira an Tvec ki ar aris aucilebeli. es aWianurebs PRis ZiriTadi programis ganxorcielebas da klientis ukmayofilebas iwvevs; * damkveTis organizaciis kadrebis gaRizianeba, rac maSin xdeba, rodesac kvleviT samuSaos garedan mowveuli specialistebi asruleben. es bunebrivad iwvevs Statis muSakebis ukmayofilebas, vinaidan hgoniaT, rom maT ar endobian. es ki, imave susis kanonebiT, arasasurvelia; umaRlesi donis xelmZRvanelTa miTiTebis aucilebloba, am rangis moxeleTa instruqtaJi saWiroa mowveuli PR-specialistebisaTvis, raTa maT SeZlon programis specifikuri miznebis gaTvaliswineba. magram amasTanave drois garkveul danakargTanac aris dakavSirebuli. igulisxmeba, rom problema SeiZleba periferiaSi wydebodes, xelmZRvaneloba ki dedaqalaqSi iyos; * sruli, maT Soris konfidencialuri informaciis gamJRavnebis aucilebloba. klienti iZulebulia 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.

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25 Tezisi Public Relations-is efeqturobis problemaze 1. PR-is efeqtobis Sefaseba didi xania problemad moazreba profesiul TanamSromlobaSi. gTavazobT 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, xolo PR-specialistebi – SefasebiTi gamokvlevebis Cautareblobas~. James Grunig , 1983. `IPRA-s gamokvlevaSi respondentTa 70%-ma aRniSna, rom efeqtianobis maCveneblis xarisxisa da raodenobis aRricxva erT-erTi umTavresi niuansia PR-industriisaTvis~. IPRA,1992. `PR News -ma PRSA-sTan erToblivad Caatara gamokvleva gamocemis mkiTxvelTa da organizaciis wevrTa Soris SekiTxviT: `ra problemis winaSe dadgebian PR-specialistebi momaval 2005 wels?~ gamokiTxulTa 58%-ma aRniSna, rom

es problema kompaniis PR-efeqturobis 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 realizaciazea 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 informaciul masalaTa da masobrivi informaciis saSualebebis raodenoba, romlebmac miiRo presmasala, masobrivi informaciis saSualebebis raodenoba preskonferenciebze, zarebisa da etc mimarTvebis raodenoba. mesame – muSaobis Sejameba: ramdenad Seicvala mTeli auditoriis Sexeduleba kompaniasa Tu mis produqtze, ramdenad gaizarda cnobadoba am kompaniaze, mis momsaxurebaze 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 instrumentebs TiToeuli maTganisaTvis. TiToeuli PR-mimarTulebis datvirTvaze saubari arakoreqtulia. SegviZlia visaubroT faqtobrivad Seqmnil situaciaze, rodesac bazarze moTxovnaa erT instrumentTa nakrebze da naklebad gavrcelebulia danarCeni. a) gare PR. auditoria – farTo sazogadoeba (naRdi da SesaZlo momxmareblebi, klientebi, potenciuri partniorebi da etc TanamSromlebi). masobrivi informaciis saSualebebi – muSaobis sabazo instrumenti. b) Sida PR. auditoria- kompaniis TanamSromlebi. sabazo instrumentebi – korporaciuli gazeTi, Sida gzavnilebi, etc specialuri dawesebulebebi.

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g) PR specialuri auditoriisaTvis. auditoria – sakvanZo partniorebi, investorebi, aqcionerebi, saxelmwifo organoebi da sxv. sabazo instrumentebi – miznobrivi gzavnilebi, specialuri dawesebulebebi, 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 saSualebiT 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, TiTqmis yovelTvis gulisxmoben `sareklamo teqnologiebTan Sedarebas~. am konteqstSi PR gvevlineba yidvadobis stimulirebisa da warmatebis teqnologiad. is am konteqstSi reklamaa, mxolod – naklebad efeqturi da cudad gaTvlili.

8. PR zogjer yidis moklevadian perspeqtivaSi, xolo `kargi PR~ yovelTvis grZelvadiani perspeqtiviT yidis.

9. PR ara mxolod ganviTarebis warmatebaa, aramed urTierTobis harmoniuloba. PR mniSvnelovani gansazRvra es socialuri Sexedulebaa. PR-is erT Semadgenel ganviTarebas emateba da avsebs harmoniuloba. swored es aqvT mxedvelobaSi, rodesac saubroben `kompaniis Riaobasa da pasuxismgeblobaze sazogadoebis winaSe~, `kompaniisa da sazogadoebis harmoniulobaze~. 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. efeqturobis gansazRvris meTodi. midgomebi: *teqstis analizi *miznobrivi masmediis siis formireba – gzavnilis Semdeg SegviZlia presrelizis gamosvlis zusti procentis gansazRvra, mag. bazaSi 50 miznobrivi masmediaa, gzavnilis Semdeg gamoqveynda 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 saerTomiznobrivi masmediis raodenobasTan (%)

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– preskonferenciaze mosul JurnalistTa raodenobis Sefaseba (rac meti garRvevaa akreditebuli masmediis siaSi, miT ukeTesi). normaluri maCvenebeli – akreditebuli mis-is ricxvidan 80-90%-is daswreba.

– Jurnalistebis SekiTxvaTa analizi – piradi urTierToba – publikaciis saerTo Sefaseba da analizi 14. 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 kompaniis saxelwodebis xseneba, etc pirvel gverdze anonsis ganTavseba; am SemTxvevaSi SegviZlia gamoviyenoT gazomvis pirobiTi maCveneblebi, mag. skala 1-dan 5-mde) – gamocemis tiraJi, auditoriis analizi finaluri aRricxva am midgomisas Seicavs Tanxis maCveneblebs yvela zemoxsenebul punqtSi. 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 raodenobis gansazRvra – gamocdileba da gansazRvruli dajerebulobaa, rom es yvelasaTvis sargeblis momtani iqneba bazarze.

18. PR-is ekonomikuri efeqtianobis gansazRvrisas SegviZlia gamoviyenoT reklamis efeqturobis gansazRvris meTodebi: fokus-fgufebi, gamokiTxvebi, etc gamokvlevebi.

19. PR sxvadasxvagvarad muSaobs sxvadasxva auditoriebze da iyenebs moqmedebis sxvadasxva teqnologias. yvela SemTxvevaSi efeqturoba sxvadasxvagvarad ganisazRvreba.

20. xSirad PR-efeqturobis Sefaseba SeiZleba mxolod kompaniis Sida resursebis gamoyenebiT: – kompaniis specialistebs Tavad SeuZliaT Seafason presrelizis gagzavnis, aseve preskonferenciebisa da sxva PR-aqciebis efeqturoba.

– kompaniis specialistebs Tavad SeuZliaT PR-samuSaos efeqturobis Sefaseba partnior kompaniebTan, aqcionerebTan, investorebTan, kompaniis TanamSromlebTan.

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– kompaniis specialistebs Tavad SeuZliaT gaakeTon mis-Si gamoqveynebuli publikaciis xarisxiani analizi kompaniasa da mis konkurentebze.

– kompaniis specialistebs ar SeuZliaT damoukideblad Seafason PR-efeqturoba mxolod farTo mosaxleobaze. am SemTxvevaSi saubaria gamokvlevisaTvis aucilebel mniSvnelovan biujetze (xSirad amboben proeqtis saerTo biujetidan 10%).

21. PR ara mxolod `warmatebulobaSi~, aramed kompaniis `socialuri programebis~ realizaciaSi. 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 muSaobis dawyebamde.

25. PR-efeqturobis Sefasebisas, unda SevafasoT PR-specialistebis mier Seqmnili msgavsi informaciuli struqtura kompaniaSi. magram es sxva Temaa.

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;

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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, esenia 1. sufTa TamaSis warmoeba; 2. Jurnalistebis momsaxureba umaRles doneze; 3. ara-pirferoba, ara-buzRuni ukmayofilebis gamo; 4. ar unda iTxovdes usiamovno incidentis `Cafarcxvas~; 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 urTierTobebs. Tu ar SegiZliaT, TqvaT simarTle, nurafers ityviT. es sjobia sicrues. aqve isic unda gvaxsovdes, rom upiratesobas

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ar unda vaniWebdeT informaciis erT-erT saSualebas, vTqvaT presas. TiToeul Jurnalists ukmayofilebis Tavidan asacileblad unda hqondes informaciis miRebis Tanabari SesaZlebloba.

2. es wesi aris umoklesi gza Jurnalistebis keTilganwyobis mosapoveblad. unda mivawodoT 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-specialisti, romelic axdens zewolas Tavisi produqtis daubrkoleblad winsvlis mizniT, an rodesac imuqreba masobrivi informaciis saSualebebSi reklamis SewyvetiT. es aris SesaniSnavi sababi skandaluri informaciis gasavrceleblad. oqros wesi aseTia: rom reklama aris sareklamo ganyofilebis zrunvis sagani, axali ambebis gaSuqeba ki – mxolod da mxolod Jurnalistebis.

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

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 saSualebaSi.

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 mimarTavdnen amerikuli sarkinigzo kompaniebi. XX saukunis damdegs ki kompania `Ohio Bell Telephone~-ma gaacnobiera pres-relizis upiratesoba: “Tqven avrcelebT presrelizs, Jurnalistebi ki Tavs ganebeben, radgan isini ukve floben sasurvel informacias”. amave dros, safuZveli eyreba preskonferenciebis Catarebis tradicias. faqti @#2: XX saukunis damdegs Cndeba pirveli specializebuli kompaniebi. 1900 wels gaixsna pirveli saagento _ `Publicity Bureau~, xolo 1904 wels Tavis kompanias xsnis aivi li. aqedan gamomdinare, preskonferenciebi aswlovan istorias iTvlis.

RonisZiebaTa formati

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formats gansazRvravs is amocanebi, romelTa gadaWrasac apirebT am RonisZiebis meSveobiT. 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.

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preskonferencia _ unda iyos formaluri da amomwuravi.

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mrgvali magida _ gamoiyeneba kvlevebis prezentaciisaTvis, mniSvnelovani problemis ganxilvisaTvis, agreTve kompaniis saeqsperto statusis amaRlebisaTvis.

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

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brifingi _ mokled, swrafad da mxolod saqmeze.

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internet-preskonferencia _ teqnologiuri da masobrivi.

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piradi Sexvedra JurnalistebTan _ restoranSi, kafesa da biznes-centrSi. aseTi Sexvedrebis seria SeiZleba erT did RonisZiebaze efeqturi aRmoCndes. misi meSveobiT inicirdeba mimoxilviTi publikaciebis mTeli seria.

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

vin aris presRonisZiebebis organizatori •

korporaciuli specialistebi _ yvelaze ukeT floben sainformacio sababTa Seqmnis teqnikas.

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

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masmedia _ RonisZiebis statusi.

rogor SevafasoT Sedegebi •

akreditebuli da RonisZiebaze damswre masmediis warmomadgenelTa raodenoba.

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dasmuli kiTxvebis raodenoba da tonaloba.

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RonisZiebis Sesaxeb masmediis mier gaSuqebuli masalis xarisxi.

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komentarebsa da saeqsperto Sefasebebze moTxovnebis raodenoba.

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im publikaciaTa raodenoba, romlebSic gamoiyeneba presRonisZiebaze gaJRerebuli informacia

presRonisZiebis `rentabeloba~ •

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

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JurnalistebTan piradi nacnoboba momavalSi komentarebis gamoqveynebis saSualebas iZleva.

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piradi urTierToba masmediasTan iZleva dargis Sesaxeb axali da sasargeblo informaciis mopovebis SesaZleblobas.

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reklama mokvdavia preskonferenciaze gaJRerebul informaciasTan SedarebiT.

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presRonisZiebis erT-erTi Sedegia ara ubralod kompaniis saxelis gaJRereba, aramed mimoxilviTi statiebis mTeli cikli.

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personalis loialuroba _ TanamSromlebs ubralod siamovnebT kompaniis Sesaxeb dawerili statiis kiTxva.

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krizisuli tendenciebis aRkveTa _ aqtiuri pozicia xels uwyobs sainformacio fonis koreqtirebas.

sainformacio paketi presisaTvis werili-mimarTva: erT gverdze ganTavsebulia istoria Tqveni kompaniis an produqtis Sesaxeb. 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 CamonaTvalis 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.

informaciuli dizaini (informaciis miwodebis 5 oqros wesi) prezentaciis xelovneba iTvaliswinebs, rom informacia sazogadoebisaTvis iyos xelmisawvdomi da gasagebi; is, vinc ver daeufla informaciis miwodebis xelovnebas, Tavis profesionalizms verafriT daamtkicebs; rogor gavxadoT rTuli martivad aRsaqmeli, Tu Cvens gankargulebaSi moxsenebisTvis mxolod 10 wuTia?.. amisaTvis Cven avarCieT 5 yvelaze efeqturi wesi, romlis dacva sasurvel Sedegs mogvitans.

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

2. Tqven SegiZliaT organizeba gaukeToT Tqvens informacias 5 kriteriumis gamoyenebiT, esenia: a) alfabeturi Tanmimdevroba, b) geografiuli mdebareoba, g) qronologia, d) kategoria da e) ierarqia. umjobesia, gaakeToT logikuri arCevani. qalaqebi, mdinareebi, qveynebi, gzebi, wignebi, sta-

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tiebi da cnobarebi – alfabetis mixedviT, dagegmarebasTan dakavSirebuli dokumentebi – qronologiurad, dasalagebeli informacia – kategoriebis mixedviT. magaliTad, Zlieri, susti, ufrosi, qveSevrdomi da a.S. arcTu iSviaTad obieqts SeiZleba mivusadagoT organizebis ori kriteriumi; zepiri gamosvlis dros, rogorc wesi, sqema unda gavamartivoT da umjobesia SemovifargloT erTi, ufro mniSvnelovani kriteriumiT. 3. informacia jobia ki ar SevamokoT, aramed gavamartivoT. gavixsenoT sareklamo dizainis wesi: mkveTri ferebisa da teqstebis simravle mxolod Crdilavs miznobriv Setyobinebas. 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; marTalia, 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 gamoyofili; Tu Tqven unda waradginoT urTierTmoqmedebis principi kompaniebs an personebs Soris, sifrTxile gamoiCineT, rom Tqveni vizualuri warmodgena ar aqcioT sabrZolo rukad, 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 – sxvebisTvis.

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 mniSvnelovani da yvelaze saintereso informaciiT. saukeTeso moxseneba – es aris saintereso informaciaTa iseTi naTeba, romelic TiTqosda 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.

aTi rCeva biznesSi warmatebis misaRwevad

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

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

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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 daxmarebis 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 Tqveni garegnuli monacemebi, rogor gacviaT, rogoria Tqveni manerebi, giyvarT Tu ara adamianebi, mogwonT Tu ara maTTan urTierToba, zrunavT maTze – maT keTilganwyobasa da grZnobebze, ugebT, gaqvT Tu ara xelmZRvanelobis unari. gaqvT Tu ara midrekileba daqvemdebarebisaken. gaxasiaTebT cnobismoyvareoba, SemoqmedebiToba, goniereba, ganaTlebuloba, 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, visTanac urTierTobT, dadebiTad reagireben Tqvens qmedebebze, Tu xandaxan Tavs iCens negatiuri 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 zogadi pasuxebia. sjobia, punqtobrivad SeafasoT dadebiTi da uaryofiTi mxareebi, mTavaria, sworad gaiziaroT da aRiaroT sxvaTa upiratesobani, radgan es saSualebas mogcemT, ifiqroT situaciis gamosworebaze.

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4. Tqveni unarebidan romels SeiZleba ewodos gamorCeuli, kargi, saSualo, damakmayofilebeli, susti? axla SeecadeT SeafasoT Tqveni unarebi. yvela, gamonaklisis gareSe. ra gavlena iqonies maT Tqvens karieraze, hobize, sxva adamianebTan urTierTobebze, aqvT Tu ara raime saerTo sportTan, xelovnebasTan da a.S. CamowereT isini maTi mniSvnelobis mixedviT, ramdenad SeuZliaT maT daxmareba samsaxurebriv winsvlaSi? 5. risi SemoTavazeba SegiZliaT? rodesac axal samsaxurSi midixarT, Tqven sTavazobT organizacias, TanamSromlebs, xelmZRvanelobas mTel Tqvens unars, codnasa da gamocdilebas. magram es medlis erTi mxarea. sinamdvileSi, cxovrebis ganmavlobaSi Tqvens unars sTavazobT maswavleblebs, mSoblebs, klaselebs, Zmebs, debs, megobrebs da a.S. amis Sedegad isini gaxdebian ufro bednierebi, ufro yuradRebianebi, miaRweven warmatebas, Tavadac gagiziareben TavianT gamocdilebas. 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 monacemebTan. 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. zogierTi 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 janmrTeloba 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 pativiscema. Cven viswrafviT sakuTari survilebis ganxorcielebisken, sxva adamianTa yuradRebis mozidvisa da sakuTari Tavis mniSvnelovnebis SegrZnebisaken. Cven darwmunebulebi varT, rom mivaRwevT yo-

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velive amas, Tu gagvaCnia sazogadoebisTvis Rirebuli nivTebi, niWiereba, wodebebi, xarisxebi, damsaxurebani da a.S. 4. floba. adamianebs Zalian siamovnebT, rodesac isini raime sakuTrebis mflobelebi arian. 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 gaacnobieron 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. gvinda 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 moTxovnileba. yvelas surs aRqmuli iyos ara rogorc WanWiki cxovrebis uzarmazar meqanizmSi, aramed rogorc sakuTari bedis ganmkargavi, erTaderTi da ganumeorebeli pirovneba.

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 urTierTobebis damyarebis meTodebs. aRniSnuli meTodis gamoyenebiT dadginda, rom adamianebi gayofian oTx kategoriad da TiToeul kategoriaSi ori tipis adamiani xvdeba: 1. eqstravertebi (E) mimarTaven TavianT energias gare samyarosaken. isini laparakoben da moqmedeben. intravertebi (I), piriqiT, kargad fiqroben, vidre raimes moimoqmedebdnen. isini upiratesobas aniWeben iseT samuSaos, romelic moiTxovs mSvid, gonebriv aqtivobas.

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2. sensitivebi (S) – es is adamianebia, romlebic aqtiurad iyeneben TavianT grZnobis organoebs informaciis SegrovebisaTvis. isini arian realistebi da mSvenivrad erkvevian samyaros yovel detalSi. intuitivebi (N), piriqiT, xedaven ama Tu im situaciis ganviTarebis Rrma azrs da farTo SesaZleblobebs, vinaidan samyaros aRiqvamen TavianTi 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 sistemas). isini arian taqtianebi, gamoxataven TanagrZnobas da aqvT midrekileba qvelmoqmedebisaken, aseve gamoirCevian diplomatiurobiT. 4. racionalebi (I) misdeven kargad organizebul cxovrebis wess, da rac ufro met movlenas 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 axdendeT 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 maTze tabus dadeba. Tuki Tqven gamoiCenT moTminebasa da yuradRebas sxva adamianTa mimarT, isinic zustad ase mogepyrobian.

3. darwmunebuli unda iyoT, Tu ra adgils ikaveben irgvliv myofebi TqvenTan damokidebulebaSi (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.

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

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

11. arasodes SezRudoT sxvaTa TviTgamoxatvis Tavisufleba, iqneba es mcirewlovani bavSvi Tu asakovani mSobeli, moswavle Tu maswavlebeli, daraji Tu kompaniis prezidenti. TiToeul Cvengans surs, rom sxvebma icodnen, ras vgrZnobT da vfiqrobT. 12. STaagoneT sxvebi, raTa isini iqcnen `Semoqmedebad~. yvela Cvengani aris mxatvari, 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 problemebiT, 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, xolo uwesrigoba – meryeobasa da qaoss.

6. vinaidan Tqven gindaT Tu ara, mainc urTierTqmedebT garSemo myofebTan, gamudmebiT 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 socialuri urTierTqmedebis programis direqtori~, doqtori ralf i. fridi migviTiTebs im Tormet dabrkolebaze, romlebic xels uSlis urTierTobas. esenia: 1. cenzura 2. naTeli miznis uqonloba 3. naklebi warmodgena imaze, visTanac gaqvT saqme 4. enobrivi saSualebebis araswori arCevani 5. Seusabamoba qmedebasa da Setyobinebas Soris

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6. sakuTari azrebis gamoxatvis unaris arqona 7. araswori gaformeba 8. arxis araswori SerCeva 9. usaxuri `SefuTva~ 10. udroo dro 11. sasargeblo informaciis nakleboba 12. uiRblo dasawyisi an adresatis Seufasebloba

1. cenzura arsebobs ori saxis cenzura: bunebrivi da xelovnuri. bunebriv cenzuraSi igulisxmeba fizikuri 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 sityvebis reglamentirebas. mag., Tqven ar SegiZliaT Sesvenebis dros dalioT spirtiani sasmeli da Semdeg mSvidad daubrundeT samuSao adgils. anda samsaxurSi unda gecvaT muqi lurji 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 CinelisaTvis, SeiZleba miuRebeli aRmoCndes amerikelisaTvis. aqedan gamomdinareobs daskvna: vidre SeqmniT, SefuTavT da gadascemT Setyobinebas, manamde zustad unda daadginoT, rogor adamianTan gaqvT saqme.

4. enobrivi saSualebebis araswori arCevani

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mas Semdeg, rac SeviqmniT swor warmodgenas adamianze, misTvis gankuTvnili Setyobineba 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 dasaregulireblad. araviTar SemTxvevaSi ar dauSvaT, rom Tqveni namoqmedari ewinaaRmdegebodes 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 saWiroa, aso-aso warmoTqviT sityva. mokled, Tqveni amocanaa, naTlad gamoxatoT is azri, romlis gaJRerebasac apirebT. amis ukan imaleba Tqveni survili urTierToba iqonioT maTTan, visTvisac gankuTvnilia Setyobineba; Tqveni swrafvaa ar awyeninoT da gaurkvevlobaSi ar CaagdoT 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. mxolod 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.

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. pirov-

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nebaTSorisi urTierTobebis Sesaxeb arsebobs uamravi literatura, romelic dagexmarebaT, daixvewoT iseT sakiTxebSi, rogoricaa kargi manerebi, Cacmis 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 yuradRebis dabal koncentracias, rac, ra Tqma unda, arasasurvelia. mokled, rodesac saqme miva drois SerCevamde, SeecadeT, gaakeToT yvelaferi, rac Tqvenzea 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, maSin imoqmedeT aRniSnuli principiT. warmoaCineT saqme ise, rom masSi yvelam Tavisi interesi 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 SeeZlo 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 daukargoT 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 Secdomebis, warmatebebisa da gamocdilebis analizis Sedegad gakeTebuli swori daskvna. Tu flobT komunikaciis unar-Cvevebs da iciT zogierTi fsiqologiuri faqtori, CaTvaleT, rom pirovnebaTSoris urTierTobebSi warmateba geliT.

fsiqologiuri faqtorebi

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robert reili Tavis wignSi `sazogadoebrivi urTierTobebi moqmedebaSi~ did yuradRebas uTmobs berelsonisa da steineris kvlevas `adamianuri qcevebi~. iq moyvanilia is aTi fsiqologiuri faqtori, romlebic mniSvnelovan rols asrulebs komunikaciur procesSi: 1.

Worebis gavrceleba did gavlenas axdens garSemo myofTa damokidebulebaze Tqven mi-

marT; Worebs, rogorc wesi, itaceben is adamianebi, romelTac surT maTi mosmena; isini xels uwyobs subieqturi damokidebulebis gamyarebas; maT unda davupirispirdeT obieqturi informaciiT, romelic unda qveyndebodes ara Worebis gavrcelebis procesSi, aramed misgan damoukideblad.

2.

adamianebi Zalian xSirad eZeben TavianTi subieqturi daskvnis damadasturebel informaci-

as sakamaTo sakiTxTan dakavSirebiT. 3.

adamianebi cdiloben, gaerkvnen ama Tu im sakiTxis ganxilvis tendenciaSi, romlis Sesaba-

misadac isini imoqmedeben gansazRvrul situaciaSi. es aZlevT maT sworad moqcevis saSualebebs.

4.

Tu Tqven gecodinebaT, rom arcTu Soreul momavalSi mogiwevT ama Tu im informaciis ga-

moyeneba, maSin es xels Suwyobs mis ukeTes damaxsovrebas im SemTxvevaSic ki, rodesac is informacia saintereso araa.

5.

Zlieri safrTxe nakleb zemoqmedebas axdens pirovnebaTSoris urTierTobebze, vidre mcire

safrTxe. 6.

rodesac sakuTar Tvalsazriss icavT, unda gamoTqvaT mxolod mis sasargeblo argumentebi.

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 gagebis,

mcdari interpretirebisa da sakuTar SexedulebebTan SesabamisobaSi moyvanis tendencia. isini amaxinjeben aseTi tipis Setyobinebebs da warmoaCens mas TavisaTvis misaRebi rakursiT. 10.

im SemTxvevebSi, rodesac auditoria keTilganwyobilia komunikatoris mimarT, magram ar

eTanxmeba mis daskvnebs, SeiniSneba informaciis wyarosa da Sinaarsis gancalkevebis tendencia.

11.

Tuki gamoiyenebT auditoriaze zemoqmedebisa da normaluri urTierTqmedebis SesaZleblo-

bas, amiT gaizrdeba imis albaToba, rom Tqvens informacias miiReben da arsebuli winaaRmdegobebi gadalaxuli iqneba.

Cveni qmedebis ganmsazRvreli 4 ZiriTadi faqtori

Cven vmoqmedebT, CavdivarT raRac saqciels sxvaTa qmedebis sapasuxod da amas safuZvlad udevs oTxi faqtori: 1.

Cven SeiZleba vmoqmedebdeT qvecnobier doneze, arsebuli principebis, Cvevebisa da

instinqtebis Sesabamisad.

2.

zogjer Cven ganvicdiT miRebuli normebisa da moqmedebis wesebis arcodniT gamow-

veul informaciul naklebobas. amis gamo garkveul situaciebSi vdgamT kontrproduqtiul nabijebs.

3.

Cven SeiZleba vmoqmedebdeT emociebis gavleniT. komunikaciis araverbaluri arxebis

gamoyenebisas Cven vmoqmedebT, Tumca ar vacnobierebT amas.

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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 cdilobs, yvelaferi akontrolos.

5. Tuki Tanamosaubre xelisgulebs wevs zemoT, adunebs xelebs, es niSnavs, rom is gakvirvebulia, 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 interess.

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 dainteresebulia.

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 interess.

20. Tu adamiani zis da fexi fexze aqvs gadadebuli, an odnav aTamaSebs fexs, es niSnavs, 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 sxvebze STabeWdilebis moxdena.

23. Tu adamiani skamis sazurges mieyrdnoba da kiserqveS xelebs amoidebs, es niSnavs, rom mas surs moduneba da STabeWdilebis moxdena.

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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 dominirebs agreTve mraval konferenciaze. PR-sadmi miZRvnili uamravi publikacia da sainformacio biuleteni aseve exeba sazogadoebrivi urTierTobebis specialistTa profesionalizms. aRniSnuli sakiTxi PRSA-m scada moegvarebina Semdegnairad: asociacia Tavisi akreditebuli wevrebisagan iTxovda umaRles ganaTlebas PR-is sferoSi, riTac isazRvreboda maTi profesionalizmi. miuxedavad azrTa sxvadasxvaobisa, arsebobs profesionalizmis damdgeni zogadi kriteriumebi, romlebic moqmedebs yvela profesiasTan mimarTebaSi: 1.

specializebuli ganaTlebis moTxovna;

2.

unikaluri da mniSvnelovani samuSaos Sesrulebis uzrunvelyofa;

3.

sazogadoebrivi interesebisa da socialuri pasuxismgeblobis uzenaesoba specialistis pirad

miznebTan mimarTebaSi; 4.

praqtikos-specialistTa avtonomiurobisa da maTi pasuxismgeblobis balansi;

5.

profesiuli asociaciebis meSveobiT gansazRvruli kodeqsebisa da normebis danergva kole-

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

klientebis tipuri uaryofiTi stereotipebis da naTvali (nusxa)

maTi gaZlierebis meTodebis Camo-

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

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interesi, survili 6. `yvela ityueba! arasdros da arsad ase ar xdeba! usargebloa! sul tyuilad! Cems xarjze 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 davkargav (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 sistemas safirmo standartiT. – xelmZRvanelobis, mTlianad firmis, misi saqonlis da momsaxurebebis urTierTSeTanxmebuli 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. organi-

zeba.

– 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 firmisTvis, aseve konkurentebisaTvis – klientebis da konkurentebis yuradRebis mipyroba kanonieri meTodebiT 3. firmis TanamSromlebTan – klientebTan uSualod momuSave personalis SerCevaSi uSualo monawileobis miReba.

52

– 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-ganyofileba~.

– firmis TanamSromlebis arakontrolirebadi urTierTobebis aRmofxvra presasTan, firmasTan dakavSirebul sakiTxebze.

– konkursebis Catareba saukeTeso reklamis da menejeris gamosavlenad.

– niadagis momzadeba xelmZRvanelobis gankargulebebisa da brZanebebis ukeT aRsaqmelad (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.

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 dagvianebisTvis 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.

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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.

– sportsmeni, Cempioni, rekordsmeni.

– artisti, msaxiobi, Soumeni, popularuli wamyvani.

– redaqtori, reJisori.

– mwerali, Jurnalisti, reklamisti, gamomcemeli, modeliori.

– eretikosi.

– Semoqmedi, mxatvari, xelovani.

– firmis partniorebi.

– firmis klientebi.

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– 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

55

qvemoT CamoTvlili meTodebis gamoyenebiT advilad gavumklavdebiT konfliqts (skandals), rac, samwuxarod, rigi firmebis TanamSromlebma ar ician... isini axlosaa antireklamis meTodebTan...

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

2. klientisaTvis misi warsuli warumateblobis, marcxebis Sexseneba.

3. aramarTlzomieri Sedareba an braldebis ganzogadeba, maT Soris grZnobebis miwera, romlebic Tavad bralmdebelisaTvis an aSkarad uaryofiTi personaJisaTvis ufroa damaxasiaTebeli. aq xSirad gamoiyeneba am saxis formulirebebi: `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 konkurenciis 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 statistikis Tanaxmad, SeiZleba mivakuTvnoT: eri, xalxuroba tradicia, moda, stili, Cveuleba an Zveli keTili stili prestiJuli adgili: qalaqis an gareubnis raioni, centraluri quCebi, istoriuli Zeglebi, dasvenebis adgili, klubebi, restornebi da a.S. cnobili mwarmoebeli firma gmiri: msaxiobi, sportsmeni, politikosi, biznesmeni socialuri jgufis kuTvnileba: mag. `es Cemi ojaxia~, `es Cemi gundia~, `Cvenebi imarjveben~. 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 telefilmebSi, videoklipebSi. ubralod pativismcemeli mimarTva – urTierToba klientTan, rogorc partniorTan, misi gansakuTrebulobis (Tvalebis, figuris, manerebis da a.S.) aRiareba da kiTxvebis seria, romlebzec gulaxdilad ginda upasuxo: `diax~.

56

komentari: tipuri pozitiuri stereotipebis amgvari ganlageba ar niSnavs siis TavSi arsebulTa upiratesobas. rodis, sad da romeli pozitiuri stereotipi unda iqnes gamoyenebuli - mxolod klientis Seswavlis Semdeg dgindeba. dadebiTi stereotipebis gaZlierebis meTodebi 1. klientisTvis usiamovno situaciis gamoricxva (misi individualuri stereotipebis gaTvaliswinebiT) 2. klientebis gaerTianeba ukve mimdinare an adre ganxorcielebul qmedebasTan (adamians sTavazoben SeuerTdes ukve mimdinare process, sxvebis, maT Soris cnobili klientebis qmedebebs). amasTan, aCveneben, Tu rogor wydeba sxva klientebis problemebi 3. klientebis dadebiTi stereotipebis Sejameba anu – pozitiuri stereotipi 1 + pozitiuri stereotipi 2 – mudmivi stereotipebis gamoyeneba – ramdenime arxiT paraleluri da sasiamovno zegavlena aRqmaze komentari: rogorc wesi, aq ar axseneben sxvebis `gamarjvebebs~, radgan isini `amdableben~ 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, janmrTelobis, nervebis, fulis, drois, zedmeti xarjvis gadalaxva; anu – problemis realuri gadaWra – problemis moulodnelad swrafi gadaWra – emociis `dineba~ –

sakuTari qcevebis, komfortis, simSvidis gamarTleba

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

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pozicionireba – aucilebeli etapi axali saqonlis, momsaxurebis an ideis popularizaciisaTvis. pozicionirebis xarisxobrivi etapebi Seesabameba PR-samuSaos safexurebs. `jojoxeTi-es sxvaa~ J.p. sartri miiCneven, rom xelovneba adamianebs aerTianebs. albaT aSorebs kidec, radgan, bunebrivia, publika sul mcire or nawilad iyofa: momxred da mowinaaRmdeged. yovel adamians xom sakuTari damokidebuleba aqvs momxdarTan da Taviseburad marTalia. ostatic, romelic erTi nawarmoebiT gamoxatavda amqveynad yvelafers da miiRebda erTnair Sefasebas, ar dabadebula.

PR-is eniT rom vTqvaT, xelovnebis nimuSisadmi sakuTari damokidebulebis ganmsazRvravi mayureblebi pozicionirdnen. pozicionirebaSi igulisxmeba klientis stereotipTa sistemebis formireba PPPR-obieqtis mimarT, romelic aqcevs am obieqts minimalurad gasagebs, sxvebisgan gamorCeuls. pozicionireba xasiaTdeba PR-obieqtis Sesaxeb tipur kiTxvebze pasuxebiT, romlebic SeiZleba daisvas klientis mxridan. magaliTi: pozicionireba – esaa ubralo principi, romelic yvelaze ukeT demonstrirdeba ramdenime kiTxvaze pasuxis gziT. vin ganaxorciela pirvelad marto gafrena atlantis gavliT? – Carlz lindbergma. vin iyo meore? pasuxis gacema arc ise advilia. vin ganaxorciela pirveli gaseirneba mTvareze? – armstrongma, xom? vin gaxldaT meore? pirvel adamians, kompanias, romelmac kuTvnili adgili daikava myidvelTa cnobierebaSi, ver waarTmev am pozicias: `koka-kola~; IBM-kompiuterebi da a.S. PR-obieqtis arapozicionirebuloba niSnavs, rom is gaugebaria klientebisaTvis da misi reklama 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 sakuTari (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.

58

konkurenciis ganviTarebasTan dakavSirebiT Cndeba `konkurentis fonze pozicionirebis~ amocana. am SemTxvvevaSi konkurentis produqciisa da reklamis detaluri analizis Semdeg mis fonze pozicionirdeba sakuTari produqciis Zlieri mxareebi. yvelaze martiv SemTxvevebSi pozicionirebis Sesamowmeblad SesaZloa vupasuxoT romaeli imperatorisa da oratoris mark favius kvintilianis kiTxvebs: vin? ra? sad? rodis? ratom? risTvis? rogor? magaliTi: Cven daviwyeT momxmareblis analizireba da aRmovaCineT paradoqsuli movlena, romlis SetrialebiTac miviReT sareklamo kampaniis koncefcia. gavzomeT sami ZiriTadi 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 maxasiaTebels Soris aris bunebrivi dadebiTi kavSiri: meti ician safrTxeze, naklebi – momsaxurebaze, 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. adamianebi emociurebi arian da maTi dakmayofilebac SesaZloa adamianuri urTierTobebisa da maTdami yuradRebis meSveobiT. erTi kvlevis Tanaxmad, romelic harvardis universitetma Caatara, ukmayofilo myidvelTa 58%, romlebmac Seicvales mimwodebeli, uCiodnen gulgrilobas erTi an ramdenime mimwodebeli kompaniis mxridan. amitom atareben yvelaze warmatebuli kompaniebi myidvelTa moTxovnilebebis dakmayofilebis mkafio politikas, romelic, Cveulebriv, werilobiT fiqsirdeba. amgvari organizaciebis yovel TanamSromels evaleba myidvelTan kargi mopyroba. mag. korporacia `WOLT DISNEY~ yovel zafxuls 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 daufiqreblad. es saSualebas aZlevs maT, mTeli yuradReba gadaitanon mnaxvelebze, anu e.w. stumrebze, radganac studentebma zedmiwevniT da dawvrilebiT ician sakuTari valdebulebebi, 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

pozicionirebis ararseboba

`-ra aris es? es CemTvis saSi- klientis dacviTi reaqcia amoSia?~

axsna-ganmarteba ucnobze (araa yovelTvis gacnobierebuli)

I

`diax, saerTo jamSi, me vic- klienti icnobs obieqts. uSvebs nob amas (es CemTvis gasa- mis arsebobas Tavis fiqrebis gebia)~.

II

samyaroSi

`diax, me vici da CemTvis ga- grZnobaTa samyarosTvisac sagebia, risTvis minda es~.

obieqti Cveulebrivi gaxda, is saubris Temad iqca.

III

`diax, me vici amis Sesaxeb obieqts aqvs mkafiod amosacda minda~.

nobi imiji. is imdenad axlobeli gaxda, rom, uimisod klienti diskomforts ganicdis, klienti obieqts axloblebsac urCevs.

IV

`rogor SemiZlia amis gareSe klients obieqti imdenad `unyofna?~

da~, rom misi gulisTvis Tanaxmaa moiTminos zogierTi danakargi da uxerxuloba sxva sferoSi.

segmentireba

segmentireba – es aris bazris pirobiTi dayofa met-naklebad erTgvarovan jgufebad 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~ gamofenis 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?

– rogor avuxsnaT klientebs mocemuli saqonlis da/an momsaxurebis, ideis, upiratesoba da arsi magaliTi: `a. nosiki, romelmac 1999wlis zafxulSi datova Tavis mier Seqmnili Gazeta.ru, hyveba: `am proeqtis moxmarebis statistikidan gamomdinare, mivxvdiT, rom arsebobs ori principulad gansxvavebuli samkiTxvelo moTxovna: pirveli esaa aqtualuri siaxlis moTxovnileba. sadRac raRac afeTqda da CvenTan movida 5000 adamiani gverdis wasakiTxad. sad weria amis Sesaxeb? meorea auCqarebeli kiTxva da saubrebi cxovrebaze. amitom nosikma Seqmna ori saiti: elgazeTi 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 samsaxuris garda, kerZoa). yovel banaks Tavisi specifika, gansakuTrebuli daniSnuleba gaaCnia. Tebervlidan yvela gazeTi beWdavs reklama-gancxadebebs. me arasdros minaxavs banaki, romelic ase reklamirdeba: `gindaT kargad daisvenoT da ibanaoT – mobrZandiT CvenTan~. aseTi reklamebi ar arsebobs, radgan aseT reklamaze aravin wamoegeba. yoveli amerikuli banaki Taviseburebaze aqcentirdeba. 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 gansxvavebiT)? 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 gamoviyeno PRobieqti? 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-obieqti? 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 saubari mokled, Cemi sityvebiT? arsebobs PR-obieqtis saSinao, Tundac Jargonuli saxelwodeba? rogori fsiqologiuri roli maqvs me, klients, PR-obieqtis mimarT (rogorc bavSvs, rogorc Tanabaruflebian partniors, rogorc ufros-zedamxedvels-mSobels)? rogor TanafardobaSia PR-obieqti CemTvis Zvirfas adamianebTan, azris liderebTan? 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-obieqts? ratomaa PR-obieqti CemTvis, klientisTvis gaugebari, mouxerxebeli, Zviri, rTuli, saSiSi? ra da rogor maiZulebs me damokidebulebis Secvlas pozicionirebuli obieqtis mimarT?

sareklamo komunikaciis resursebi rogorc Cveni erT-erTi seminaris monawilem Tqva: `reklama keTdeba da muSavdeba erTi da imave instrumentis – adamianis – mier~. ...

SesaZlebelia komunikaciis ufro dawvrilebiTi ganxilva. mag. gaviTvaliswinoT rogor zemoqmedebs firmis imijze ofisis kedlebisa da TanamSromlebis tanisamosis ferebis SeTanxmeba. magram SemoTavazebul modelSi Sevida mxolod is sistemawarmomqmneli resursebi, romelTa gareSe modeli ar imuSavebs. ... magaliTi: `yvelam icis erTjeradi TefSebi. magram Tu maTze movaTavsebT normaluri raodenobis (moculobis) salaTs, isini xSirad `tydeba~ da ... TefSebi ufro sqeli rom gavakeToT: sakvebi polieTilenis mravali fenidan? SeWam-aiReb polieTilenis 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 reklamireba 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 xangrZlivobis aRniSvniT, is saWiro dros iRebs signalebs 5 yoveldRiuri locvis Sesaxeb, sadac ar unda iyo, mueZinis xmiT. igive Talebma warmoebaSi gauSva axali idea: salocavi (samlocvelo) xaliCa molaparake eleqtronuli kompleqsiT, romelic aCvenebs meqis mimarTulebas. musulmanur samyaroSi amgvar produqciaze arsebuli potenciuri moTxovnis gaTvaliswinebiT, mwarmoeblebma `gariskes~ da mxari dauWires am ideas~. ... magaliTi: poloneTSi Tavdapirvelad amerikuli satelevizio reklamebi, saqmianad Catarebuli marketinguli kvlevis miuxedavad, araefeqturi iyo. mizezs warmoadgenda ara polonelebis undobloba reklamirebuli saqonlis, aramed

sareklamo saSualebis mimarT-radgan moZraoba `solidaro-

bam~ adreve Camoayaliba mosaxleobaSi mtkice stereotipi `televizia ityueba!...~ stereotipebs miekuTvneba, aseve, klientis `fsiqologiuri pozicia~ sxva resursebTan dakavSirebiT. kerZod, Tavad PR-obieqtis, firmis, imijis da a.S. Sesaxeb. umartives SemTxvevaSi, kanadeli fsiqoTerapevtis erik bernis saxelwodebebis gadasxvaferebiT, SegviZlia vamtkicoT, rom amgvari pozicia oTxia: -zedamxedveli, meTvalyure (anu refleqsuri pozicia); -patroni; -Tanasworuflebiani partniori; -damoZRvrili ugunuri bavSvi. klientis fsiqologiuri poziciis gadarTvas (gadayvanas) SeuZlia klientisTvis mniSvnelovani 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. daweres gancxadeba: `saswrafod gvesaWiroeba morige gadasasvlelebi. sargebeli 90 man~. gancxadeba dahkides sadguris win mdebare dabaSi. magram adgilobrivma mcxovreblebma mas yuradReba ar miaqcies. mTeli Tvis ganmavlobaSi aravin midioda kadrebis ganyofilebaSi. maSin dabaSi gaCnda axali gancxadeba: `gvesaWiroeba Slagbaumis ufrosi~. diliT kadrebTan dakavSirebuli problema gadaWrili iyo. resursi & nakadebi

tradiciul marketingSi rekomendirebulia saqonlis (momsaxurebis) reklamirebamde `miznobrivi jgufis~ gamovlena da Seswavla. am ukanasknelSi Sedian klientebi, myidvelebi da am SesaZleblobis mqoneebi. `Nhbp-Ifyc~-is sistemis eqspertebis konsultaciaTa gamocdilebidan gamomdinare, 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 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 yava masobrivi saqoneli.

– `ndobis krediti~, `azris liderebis~ mibaZvis survili – xelisuflebis gankarguleba; kanonebi, wesebi, ganrigebi, rekomendaciebi – fuli tipuri sareklamo-marketinguli Secdoma: reklamis SemkveTis cda – Seqmnas klientebis `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 damyareba. mas rom ecada ufro mcire navTobkompaniebis yidva, gegmas miuxvdebodnen. amitom man sai-

dumlod daiwyo im sarkinigzo kompaniebis yidva, romlebic dakavebuli iyo navTobis gadazidviT. axla ama Tu im navTobkompaniis Sesyidvisas winaaRmdegobis gawevis SemTxvevaSi is ubralod axsenebda maT damokidebulebas sarkinigzo gzaze: gadazidvaze uaris TqmiT an fasebis aweviT mas SeeZlo maTi biznesis ganadgureba. rokfelerma gaakeTa roqi, anu saTamaSod 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 savaWro qseli `golfi~, romelic am aqcias atarebs, mouwodebs am tanisamosis aRebisaken. mas Semdeg, rac gaCerebebze gaqreba namdvili Sarvlebi, maT adgilze miakraven afiSebs, `moparulis~ msgavsebs, mxolod warweriT: `me momipares. 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: `klientebisaTvis – 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 matareblebi), adamianis aRqmis arxebi, signalebi, klientis stereotipebi, nakadebi, konkurentebi da maTi resursebi. 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 gamoyenebiT 2. rig SemTxvevebSi kiTxvis: `rogor gadavwyvito PR-amocana?~ nacvlad mizanSewonilia vkiTxoT sakuTar Tavs: `rogor gardavqmnaT arsebuli resursebi PR-amocanis gadasaWrelad?~

3. sareklamo kampaniis an PR-aqciis proeqtirebisa da Semowmebisas sasargebloa 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 `sakuTari~ nakadis Seqmnis nacvlad mizanSewonilia moTxovnili, saWiro nakadis formireba 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 SemTxvevaSi dayofa pirobiTia saswavlo-meToduri miznebiT. 2. sareklamo kampaniebis dagegmvisas CamonaTvalis auCqarebeli gadakiTxva SesaZloa sasargeblo aRmoCndes rogorc praqtikaSi aprobirebul gadawyvetilebaTa 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 meTodebi 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) abonementi avtografi avtoportreti avtointerviu (adamiani Tavad dahkiTxavs sakuTar Tavs, Semdeg TviTon avrcelebs miRebul masalas) *aqcia msaxiobebi kanonis alternatiuli proeqti anekdoti anketa anonimuri gamokiTxva antiwodeba (mag. batoni usufTao) antistresuli saTamaSoebi argo (Jargoni) firmis Sesaxeb publikaciebis arqivi atraqcioni auqcioni audiencia baika wveuleba bal-maskaradi banketi sufris, safirmo TeTreuli saubari saqonlis/momsaxurebis ufaso miwodeba presis da pirveli klientebis mier mis Sesafaseblad ufaso mgzavroba transportiT (firmis mier gadaxdili) ufaso nimuSi (gasasinjad warmodgenili) biznes-mgzavroba (gamgzavreba) biznes-turi biografia madliereba:

– piradi – masmediiT *qvelmoqmedeba *boikoti firmis gulSematkivrebi (firmis megobrebi) brifingi (rogorc wesi, oficialuri piris gancxadeba presisTvis didi xnis nanatr movlenaze) viqtorina Rvino (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) citatebiT Sexvedra (cnobil adamianTan) haid-parki (moedani gamosvlis yvela msurvelisaTvis) *gmiri arCevnebi: – xelis aweviT; – biuletenebiT; – saxlebSi Suqis Caqrobis gziT; stumrebi (cnobilebi, skandalurebi da a.S.) sastumro granti mxardamWeri gundi debatebi deklaracia-degustacia (ganzraxvebisa da strategiuli miznebis gacxadeba) fuli (Sidasafirmo) Ria karis dRe dabadebis dRe (adamianis, firmis) firmis dRe dialogi diskoTeka diskusia: – viwro wreSi – presisaTvis Ria sadiskusio furclebi (msxvili firmis SigniT) disputi

*nebayoflobiTi damxmareebi (Cveulebriv, saqvelmoqmedo RonisZiebebze) saqonlis damatebiTi odenoba, romelic klientebs ufasod miewodeba Tematuri dosie sunamo (saxelobiTi) gazomvis erTeuli publikaciebisaTvis erTgvarovani formati da adgili saCivari Jargoni (specialuri terminebi) Jesti Jurfiqsi (miReba kviris gansazRvrul dRes) gaficva pirveli qvis dadeba kanoni Sekruli, Caketili videosistemebi warmatebuli saqonlis aTvla da fasdakleba imave firmis axali saqonlis yidvisas gancxadeba (presaSi, presisTvis) wodeba (mag. `batoni kalaTburTi~) wveuleba-vaxSami sertifikaciis niSani *TamaSi: – yvelasTvis – cnobil adamianTan – cnobili adamianebis (sportuli matCi) bodiSis moxda (klientebTan, partniorebTan da a.S.) imiji: – SemTxveviT formirebuli – marTuli saxeli (maT Soris, provokaciuli) interviu (telefoniT, maRaziebSi, quCebSi, pirispir. gamoiyeneba aseve kvlevis meTodad) intonacia garicxva ...dan produqciis gamocda: – saCvenebeli – azris liderTa mier – presis warmomadgenelTa mier – damoukidebeli eqspertebis mier kvleva (marketinguli, sociologiuri) + sazogadoebisaTvis misi Sedegebis gacnoba firmis istoria (matiane)

karikatura an maTi cikli (seria) kartoTeka: – partniorebis – klientebis – firmebis xelmZRvanelebis pirdapiri telefonebis – konkurentebis mudmivi klientebis baraTi klouni klubi saklubo baraTebi Know-how (`vici rogor~ – safirmo saidumloebebis sistema) stumrebis CanawerTa wigni kodeqsi koleqcia mimomxilvelis, redaqtoris sveti gundi, rogorc adamianTa aqtiuri jgufi komentari masmediaSi komunike komplimenti *makomprometirebeli masalebi kompiuteri (cnobebisaTvis) *konkursi Sejibri, turniri: – saukeTesos gamosavlenad – produqciis konkursi-gamocda – yvelaze uaresis gamosavlenad (antireklama) konferencia (samecniero, dilerebis da a.S.) korporaciuli niSani kriteriumi (Sefasebis, arCevanis, Sedarebis parametrebi) mrgvali TariRebi da ricxvebi mrgvali magidaALEALEBI kupleti (strofi) fasdaklebis kuponi klientebisaTvis kuponebis wignaki legenda azris lideri (avtoritetuli adamiani mocemuli jgufisaTvis) licenzirebuli marka piradi gayidva

firmis xelmZRvanelobis piradi zarebi lobireba latarea: – informacia gaTamaSebis dawyebaze – Sedegebis cxrili SeRavaTebi (roca gasayid obieqts emateba+saqoneli+fasdakleba+momsaxureba) master-klasi (ostatis mier moswavleebis saCvenebeli swavleba) mecenatoba publikaciis adgili (mag: negatiuri Seferilobis materialTan) Sefasebis meTodika siCumis wuTi *firmis misia (socialuri miznis gamomxatveli) mitingi miTi cnobili adamianebis, liderebis azri moda sameTvalyureo sabWo neologizmi (axali termini, sityva) araformaluri Sexvedra nominacia fostis mimoxilva presis mimoxilva sareklamo kampaniebis mimoxilva mimarTva sponsorobaze mimarTva (maT Soris saerTaSoriso organizaciebisadmi) sazogadoebrivi komisia, organizacia, komiteti sazogadoebrivi xelmowera (saSualebebis Sekreba) moyvarulTa sazogadoeba (momxreebis, fanebis) *beWdviTi Secdoma (maT Soris ganzraxuli) *uaryofa *gamokiTxva: – sociologiuri – Jurnalisturi – anonimuri – movlenebis win gamswrebi gansakuTrebuli azri sadiskusio sakiTxebze pasuxi: – mkiTxvelTa (mayurebelTa) kiTxvebze

– werilebze klientebis (momxmareblebis) gamoxmaureba gaxsna: -– irveli dRe presisTvis – meore dRe – oficialuri miReba stumrebisTvis – mesamedan dawyebuli – klientebisaTvis Ria werili angariSi (kvartaluri, wliuri) rigi RirsSesaniSnavi dRe Zegli aRlumi parki parodia partia patronaJi molaparakebebi piketi, piketireba pikniki werili: – adresatisadmi – Ria – madlierebis gadanabeWdi kadrebis SerCeva SerCeva: – masalis (presaSi) – fotoebis – citatebis xelmoweris furceli mogzauroba, turi survili dResaswaulis milocva saqonlis Cveneba moqmedebaSi postskriptumi dResaswauli: – yovelwliuri – tradiciuli

winasaarCevno kampania masalis SeTavazeba Tavisufal publikaciaze gafrTxileba xelmomwerebi warmomadgenloba prezentacia saprezentacio statia *premia (TanamSromlebs, dilerebs, klientebs da maT Svilebs) paeqroba presataSe (ucxour masmediasTan urTierTobisTvis) presjgufi presdaijesti (Tematur ZiriTad publikaciaTa mokle gadanabeWdi) preskonferencia presrelizi presmdivani prescentri prespaketi presturi precedenti prizi: –specialurad dawesebuli – tradiciuli mofiqrebuli (dagegmili) movlena misalmeba misaRebi: – saaTebi – dReebi miRebebi: – sauzme – finjan Caize – lanCi – koqteili – sadili – vaxSami – a la furSeti *prizi da antiprizi saxelis miniWeba problemuri statia (arsebuli winaaRmdegobebis gamomvleni)

*provokacia prognozi fasdaklebiT gayidva gamoTqma (gansakuTrebiT ucxouri terminebis) kampania-promouSeni (saqonlis, momsaxurebis, firmis) Txovna proteqciuli RonisZiebebi (sakuTar bazarTan dakavSirebiT) protesti profesiuli kodeqsi gamoTxoveba damSvidobeba mkiTxvelTa werilebis gamoqveyneba publikacia: – sasamarTlos gadawyvetilebis – sasarCelo gancxadebaTa forma – im parlamentarTa saxelobiTi siebi, romelTac xma misces garkveul sakiTxs) sajaro mosmena samuSao ena (konferenciebi, gamofenebi) radiomimRebi fiqsirebuli sixSiriT ganmartebebi: – tipur kiTxvebTan dakavSirebiT – lideris warumatebeli gamosvlis Semdeg dayidva (mTlianad gayidva) gamoZieba: – oficialuri – kerZo – Jurnalisturi saredaqcio SeniSvna reitingi reklama konferenciaze (seminarze): – reklamis moTavseba yoveli monawilis saqaRaldeSi – sareklamo gamosvla plenarul sxdomaze – sareklamo gamosvla seqciaze – sareklamo stendis, plakatebis ganTavseba – reklamis CarTva Jurnalis specialur nomerSi. rekordi referendumi referensi (gamoxmaureba) referens-furceli

referentuli jgufebi da azris liderebi recenzia sametyvelo moduli (irCeva auditoriis Sesabamisad) xumroba (yvelaze xSirad pirveli aprilis) TviTprezentacia seminari: – mudmivi – erTjeradi – Tematuri rekomendaciebis sistema skandali faruli: – magnitofoni – kinokamera * xma, Wori gasaubreba TanagrZnoba kreba, TaTbiri aqcionerTa kreba sxvadasxva saqonlis/momsaxurebis SeTavsebuli gayidva Sekveca (sityvis, saxelwodebis) specialuri movlenebi Tanmxlebi saqoneli: tanisamosi, WurWeli, kalendari, suvenirebi da a.S. spikeri spirtiani sasmelebi warmodgenis mizniT klientebis sia Wori sponsoroba: – erTjeradi – xangrZlivi `firmis misiis~ Sesabamisi sponsori: – mTavari (ZiriTadi) – koleqtiuri – eqskluziuri cnoba (mag. sajaro xelisuflebis wevrTa wamosvlis Sesaxeb) sacnobaro samsaxuri; biuro SedarebiTi cxrili statusi (mag. `oqros klienti~)

statia statia+misi dasaTaurebis sistema stipendiebi: – firmisgan – saxelobiTi – cnobili adamianebis Svilebs leqsebi Tilisma SemoqmedebiTi saRamo Teatraluri warmodgena fasdakleba: – 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 SeTavsebisaTvis – gamyidvels – firmis reklamis TavisTan ganTavsebisTvis – religiuri, saqvelmoqmedo, samedicino, saswavlo da ekologiur dawesebulebaTaTvis – konsorciumis, asociaciis da a.S. wevrebisTvis – konkretuli sferos specialistebs adamianebs, romelTa saxelic emTxveva firmis saxelwodebebs cxrili: – SedarebiTi – popularobis – stendis – Rirsebebisa da naklovanebebis – klientebis mier Sevsebuli telefoni: – sazogadoebasTan urTierTobebi – ndoba – sacnobaro – sakonsultacio (cxeli xazi)

– ufaso nomriT, romelze saubrisTvisac ixdis firma da ara – mosaubre klienti satelevizio qseli telekonferencia satelefono nomeri (advilad dasamaxsovrebeli) Tezaurusi (specialurad SerCeuli sityvebi an Seqmnili nakrebi mocemul auditoriaze zegavlenis mosaxdenad) `Crdiliani~ ministrTa kabineti testi test-Jurnali ToqSou (gamosvla, dialogi) sadRegrZelo, dRegrZeloba krizisis marTva momsaxureba wesdeba zepiri gamosvla informaciis gaJonva: – ganzraxviT – ganuzraxveli saxelmZRvanelo damxmare saxelmZRvanelo faqsimile feletoni festivali filmi finansuri angariSi safirmo Jurnali safirmo kvleviTi qseli (platforma) safirmo legenda, miTi safirmo markis dasma safirmo tansacmeli safirmo suveniri, saCuqari safirmo masalebis qseli fondi fraqcia parlamentSi qartia hiti hitparadi cxovrebis stili da Rirebulebebi

statia: – `gadamwyveti~citatebis nakrebi – citatis Sekreba masalis gverdiT Cempionati (mag: fexburTi Jurnalistebsa da msaxiobebs Soris) saocreba-movlena masze Semdgomi moTxrobebiT Sou, ToqSou Sou Cveneba eqskursia: – RirsSesaniSnaobebi – firmaSi eqsperimenti: – sakontrolo – maprovocirebeli presis eqspresmimoxilva epitafia iubile saiubileo gamocema bazroba yuTi SeniSvnebisa da winadadebebisaTvis

pirdapiri reklamis saSualebebi (300 dasaxelebaze meti)

avtomopasuxe (telefonis) misamarTi firmis saxelwodebaSi (mag. `nevski-58~) anbanuri wigni albomi fotoebisaTvis anotacia aplikacia aromatuli masala, saRebavebi ruka (gzis mkvlevi) ataSe-saqaRaldeebi ataS-keisebi

audiosistemebi afiSebi sareklamo aerostati `morbenali striqoni~ (eleqtrodafa) bileTi: – saxelobiTi – mosawvevi bilbordi blanki: – werilis – saxelobiTi – brZanebis – safirmo ubis wignaki cecxlamridi (brandmaueri) gasaRebis breloki broSura bukleti qinZisTavebi halstuxisaTvis qaRaldi CanawerebisTvis SesafuTi qaRaldi safule beiji venzeli (sityvis, striqonis dasawyisSi) vernisaJi dakabadoneba (mag. wignis seriis) videofilmi savizito baraTi vitrina CanarTi kompaqtdiskSi misaloci (samaxsovro, sareklamo) CanarTi wylis niSnebi sahaero buStebi firniSi Senobaze (nagebobaze) SemoRobva (Senobis) alami gamofena gazis manaTobeli mowyobiloba

haidi (gzismkvlevi) galerea halstuxi gazeTi: – miznobrivi gamoSveba – ufasod dasarigebeli – Sida safirmo – sazRvarze, SesasvlelSi dasarigebeli – TariRisTvis (pirveli aprili, gamofena da a.S.) – sareklamo glosariumi (specialuri terminebis sia) firmis gulSematkivrebi (firmis megobrebi) brifingi viqtorina Rvino (saxelobiTi, safirmo) VIP kiTxvari: – pasuxebis gareSe – SesaZlo pasuxebiT – mokle pasuxebi: `ki~, `ara~ da a.S. – pasuxebiT-cnobili adamianebis citatebiT Sexvedra (cnobil adamianTan) haid-parki *gmiri himni arCevnebi (kenWisyra): – xelis aweviT – biuletenebiT – binebSi Suqis gaTiSviT stumrebi sastumro granti mxardamWeri jgufi debatebi degustacia-deklaracia fuli Ria karis DdRe dabadebis dRe (firmis, adamianis)

firmis dRe dialogi diskoTeka diskusia: – viwro wreSi – presisTvis Ria sadiskusio furclebi disputi nebayoflobiTi damxmareebi klientisTvis ufasod SeTavazebuli saqonlis damatebiTi raodenoba Tematuri dosie sunamo (saxelobiTi) gazomvis erTeuli publikaciis erTgvarovani dro da adgili saCivari Jargoni (specialuri terminebi) Jesti Jurfiqsi (miReba kviris gansazRvrul dRes) gaficva pirveli qvis dadeba (mSeneblobisas) kanoni Caketili, sruli videosistemebi gayiduli saqonlis aTvla da fasdakleba igive firmaSi axali saqonlis yidvisas gancxadeba (presaSi; presisTvis) saxelwodeba (mag. `batoni supermeni~) saRamo-vaxSami sertifikaciis niSani *TamaSi: – yvelasaTvis – cnobil adamianTan – cnobili adamianebis (mag. matCi) bodiSis moxda (klientebs, partniorebs da a.S.) imiji: – SemTxveviT formirebuli – marTuli saxeli (maT Soris provokaciuli) interviu (telefoniT, maRaziaSi, quCaSi, pirispir. gamoiyeneba, rogorc kvlevis meTodi) intonacia

garicxva produqciis gamocda: – saCvenebeli – azris liderebis mier – presis warmomadgenelTa mier – damoukidebeli eqspertebis mier kvleva (marketinguli, sociologiuri) + sazogadoebisaTvis misi Sedegebis gacnoba firmis istoria (matiane) karikatura an misi cikli kartoTeka: – partniorebis – klientebis – firmis xelmZRvanelobis pirdapiri telefonebis – konkurentebis sagarantio taloni Tavsatexebi safirmo simbolikiT qalaquri aveji daijesti *devizi sademonstracio dafa (flipCarti) diplomi saxelobiTi baraTebis damWeri: – tanisamosisTvis – samagido diqtoris teqsti diqtoris gancxadebebi satransporto kvanZebze diplomati (portfeli) disketa disflei (ekrani) Direct mail gancxadebebis dafa farda (mofardageba) yoveldRiuri cxoveli (rogorc simbolo, gamomsaxvelobiTi elementi) mTavruli asoebi saTauri sanTebela SeniSvna (presaSi)

suni (ventilaciiT daWirxnuli) zari *xma (bgera) Casaweri wignaki sarke sasaqonlo niSani – klientis – stendistis – safirmo qolga *gamogoneba sareklamo sferoSi (gamogonebis saerTaSoriso klasifikaciis Tanaxmad – klasi GO 9F) saxuravis sareklamo mowyobiloba qseroasli (ukve gamosuli masalis) magidis lampa safreni aparati abzaci-lideri (yuradRebis mimqcevi pirveli abzaci) saxazavi safirmo simbolikiT licenzia (saqonelze, momsaxurebaze) logotipi (da misi variantebi) maisuri saqonlis maketi manekeni kalendari (yoveldRiuri, samagido, jibis, plakati, kedlis) fanqari kasetebi: audio, video generaluri katalogi katalogi saqonlis jgufze *katalogi: – nivTebis (sagnebis) – maRaziebis – uwindeli publikaciebis kepi beisbolis kepi kinofilmi kioski yvavilnari (sadac mcenareebi asaxierebs safirmo simbolos) wigni, maT Soris: – stumrebisTvis

– gamoxmaurebis – vizitebis wignis yda kolaJi, montaJi kompaqtdiski kompiuteruli programa komiqsi komivoiaJori konverti, banderoli SefuTvis konstruqcia asanTis kolofi kosmetikis Casalagebeli qisa krosvordi gzis winafra kronSteini Tematuri krosvordi (mag. yvela kiTxva ukavSirdeba garkveul produqcias) `markizebi~ medali modeli: – firmis – mocemuli wlis trotuarebis moduluri safari monograma musikaluri saguSago musikaluri Tema mulaJi (saqonlis) instrumentebis nakrebi nivTebis nakrebi safirmo indikaciiT (kalami, saaTi, Wiqa, saferfle da a.S.) samkerde niSani warwera: – transportze – vertikalur zedapirze – trotuarze gasaberi konstruqciebi, qandakebebi da dekoraciebi adgilis, RirsSesaniSnaobis saxelwodeba etiketi sasmeli samklave niSnebi

samagido daxli minakeri (mikerebuli) neseseri qaRaldis dana nius-relizi kanfetis saxvevi, garekani gamocemis yda, garekani gancxadeba personalis (safirmo) tansacmeli Seqeba, mowoneba fanjara, fanjris sio boTlebis gasaxsneli Ria baraTi: – safirmo –misaloci pavilioni (sagamofeno, savaWro) paketi (polieTilenis, disketis da a.S.) saqaRalde-registratori pasporti (saqonelze) saferfle gadasayvani naxatebi *moZravi gamofena xelaxali publikacia (Cveulebriv, meti tiraJiT) reklama – quCis mxareebs Soris gadaWimuli beWdviTi gamocemebi klientebisa da dilerebisaTvis beWdva piqtograma plakati planSeti dasakidi afiSebi da stendebi qvesaTaurebi xelmowera ilustraciis qveS xazis gasma, gamoyofa (beWdviT masalaSi) milocva: – individualuri – firmis – klientebis – masmediiT

pirsaxoci portierebi posteri safosto qaRaldi safosto marka mowveva sini, langari samrewvelo nimuSi saSvi prospeqti saqonelze prestiJuli prospeqti gzismkvlevi radiomosaxmobi niSani radioqseli sareklamo mowyobiloba *sametyvelo moduli naxati rubrika xelsaxocebi safirmo sviteri sertifikati (saqonelze) konstruqciuli modelis bade simbolo interierSi orientaciis sistema skrepebi qaRaldebisaTvis qandakebebi slaidi asanTi saWvreti moedani sfoTi (mokle sareklamo gancxadeba radio- da teleprogramebs Soris) cnobari stelaJi stendi (gamofenis, quCis) *sareklamo suveniri teqstis da ilustraciis dakabadonebis sistema sqema sendviCmeni (adamiani-plakati) CanTebi: – sayidlebisTvis

–produqtebisTvis – saseirnod – qamarze – tanisamosisTvis cxrili, tablo tablo (moZravi reklamiT) taloni satelevizio gamosvla televizia (maT Soris – Sida firmis) satelevizio gazeTi teletaipi satelevizio teqsti satelefono cnobarebi Termometrebi Termosi transporti (safirmo simbolikiT) tumbo samkauli SefuTva moxatuloba safirmo Srifti sareklamo dafa xelis mtevnis eqspanderi eleqtrofosta saswrafo daxmareba qaRaldis faqtura firmis droSa farani fonograma formati fotosuraTi fotomodeli fotonarkvevi maisuri ferTa gama miznobrivi CanarTi gazeTSi (mag. monaTxrobi firmaze) saaTi (qalaqis, kabinetis, majis) Wiqebi, lambaqebi

Ceki Cemodani SaliTa `qoxi~ (stendi) Sarfi ekrani eqslibrisi epigrafi etiketi (xandaxan + kontretiketi) iarliyi