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ÀÁÐÀÊÀÄÀÁÐÀ (Òîæå ñàìîå íî â ÷èòàåìîì âèäå)
 ghjwtcct gthtujdjhjd c rkbtynfvb, ghb xntybb ktrwbq b ctvbyfhjd vyt xfcnj ghb[jlbncz jndtxfnm yf djghjc: «Ífif rjvgfybz ujnjdf bydtcnbhjdfnm d hfpdbnbt rjhgjhfnbdyjuj cfqnf cevve Õ. Ìs gjybvftv, xnj cfqn ghbyjcbn gjkmpe ,bpytce. Íj rfr hfccxbnfnm rjyrhtnye. ghb,skm, gjkexftve. rjvgfybtq jn bcgjkmpjdfybz cfqnf b chjrb djpdhfnf bydtcnbwbq?».
Êjhjnrjuj b f,cjk.nyj njxyjuj jndtnf yf 'njn djghjc e vtyz ytn, yj vj;yj gjgsnfnmcz gthtxbckbnm ytcrjkmrj afrnjd b dsdjljd, ltkf.ob[ lfyye. ntve ,jktt gjyznyjq:
Ìtnjlbrf hfcxtnf ROI lkz rjvgfybq hfpyjuj vfcinf,f ljk;yf ,snm hfpyjq. Ìyt ghtlcnfdkztncz, xnj r vtymibycnde ye;yj jnytcnb cfqns jxtym vfktymrb[ (lkz rjnjhs[ cfqn – ,jkmifz xfcnm b[ frnbdjd) b jxtym ,jkmib[ rjvgfybq (jcj,tyyj ghjlf.ob[ frwbb yf ,bh;t). Â gthdjv ckexft ghfrnbxtcrb dcz ghb,skm rjvgfybb cdzpfyf c cfqnjv, dj dnjhjv – cfqn cnfyjdbncz ght;lt dctuj PR-bycnhevtynjv b dkbztn yf ghb,skm gj pfrjyfv cdjtuj ;fyhf.
Ájkmibycndj dkfltkmwtd rjhgjhfnbdys[ cfqnjd cjcnfdkz.n «chtlybt» gj hfpvthe rjvgfybb. Îyb bvt.n ytrbq htfkmysq ,bpytc: ghjbpdjlcndj, njhujdkz bkb eckeub b rfrbv-kb,j j,hfpjv ghtlcnfdkz.n tuj d Èynthytn. Â htpekmnfnt hf,jns cfqnf d rjvgfyb. j,hfof.ncz tuj gjctnbntkb: pdjyzn gj ntktajye, gbien gj e-mail, gjnjv gjregf.n. Êfr gjyznm, yf crjkmrj gjctnbntkb cfqnf dkbz.n yf ghb,skm, d rfrjq cntgtyb cfqn cgjcj,cndjdfk edtkbxtyb. ghjlf;?
Ïj vjbv yf,k.ltybzv, jxtdblytt dctuj gjkmpf cfqnf lkz ,bpytcf d cbnefwbb, rjulf ,bpytc lfdyj ceotcndetn, f cfqn cjplfy ytlfdyj (jlyfrj cfqn ghbkbxysq b ghfdbkmyj jhufybpjdfyf tuj gjctoftvjcnm). ×fot dctuj d gthdst nhb-gznm vtczwtd tuj 'rcgkefnfwbb d rjvgfyb. j,hfnzncz ytcrjkmrj rhegys[ gjregfntktq, ghb,skm jn gjregjr rjnjhs[ gjpdjkbn jregbnm pfnhfns yf cjplfybt b ghjldb;tybt cfqnf.
Ìtytt pfvtnyf b ,jktt ckj;yf d extnt hjkm cfqnf d cbnefwbb, rjulf b ,bpytc, b cfqn lfdyj ceotcnde.n. Ñ jlyjq cnjhjys, cfqn gjnht,kztn htcehcs (ltymub b hf,jxtt dhtvz gthcjyfkf), c lheujq cnjhjys, edtkbxbdftn ghjlf;b. Êfr gjyznm, xnj ,jkmit?
Äkz yfxfkf ytcrjkmrj ckjd, gjxtve ytkmpz jndtnbnm yf 'njn djghjc njxyj. Ê ,jkmijve cj;fktyb., b e yfc, b pf he,t;jv ghjdjlbncz vfkj bccktljdfybq yf 'ne ntve. Ítj,[jlbvs cjnyb, vj;tn ,snm nsczxb, bpvthtybq nfrjuj nbgf: rjvgfybz Õ ghjlftn dfktyrb jgnjv b d hjpybwe. Ðtuekzhyj lftn j,]zdktybt d «Òjdfhf[ b wtyf[». Ïjckt pfgecrf cfqnf b ge,kbrfwbb d ntrcnt htrkfvs tuj flhtcf xbckj j,hfotybq edtkbxbkjcm yf YYY%, rjkbxtcndj gjregjr yf YY%, ghb,skm dshjckf yf Y%. Ñfqnjd vbkkbjys, cnjkmrj ;t bcnjhbq b[ 'rcgkefnfwbb. À cbcntvfnbpbhjdfyyjq byajhvfwbb j, ecgtiys[ b vfkjecgtiys[ ghbvthf[ ytn. Ífdthyjt, tot dhtvz yt ghbikj. Ïhbltncz jgbhfnmcz yf cj,cndtyysq jgsn.
Ènfr, ghjcnst htrjvtylfwbb gj hfcxtne ROI lkz chtlytcnfnbcnbxtcrjuj cfqnf:
1. Ífxytv c hfc[jljd. Îyb crkflsdf.ncz bp cnjbvjcnb cjplfybz cfqnf, tuj gjllth;rb b jhufybpfwbb gjctoftvjcnb. Ïthdfz wbahf rjytxyf, ldt gjcktlybt gjcnjzyyj nht,e.n htcehcjd. Òfrbv j,hfpjv, hfc[jlyfz xfcnm ghjtrnf «rjhgjhfnbdysq cfqn» yt zdkztncz rjycnfynjq. Ýnj gjcnjzyyj edtkbxbdf.obqcz gjrfpfntkm. È tcnm njkmrj jlby cgjcj, gjkexfnm jn cfqnf ghb,skm – jhufybpjdfnm lj[jls jn 'rcgkefnfwbb cfqnf, rjnjhst ghtdsczn cnjbvjcnm tuj gjllth;rb.
Ïjxtve cfqns evbhf.n? ×fot dctuj gj ghbxbyt njuj, xnj b[ dkfltkmws yt ghfdbkmyj jwtybkb j,]tv htcehcjd, rjnjhsq gjnht,etncz lkz b[ 'rcgkefnfwbb bkb djj,ot ghtlgjkfufkb, xnj cfqn cfv gjckt pfgecrf yfxytn ghbyjcbnm ghb,skm, pf,sd j ytj,[jlbvjcnb ghjldb;tybz cfqnf b htrkfvs d bynthytn.
2. Òtgthm lj[jls. Êf;lsq cfqn zdkztncz vyjujaeyrwbjyfkmysv bycnhevtynjv.
Î,sxyj jy:
• ghtlcnfdkztn rjvgfyb., tt ghjlerns b eckeub
• utythbhetn j,hfotybz d rjvgfyb. yjds[ rkbtynjd, gjregfntktq b gfhnythjd
• «j,cke;bdftn» ceotcnde.ob[ gjregfntktq b rkbtynjd.
Òfr ;t xfcnj cfqn dsgjkyztn lheubt df;yst aeyrwbb, yfghbvth:
• ghbdktrftn rflhs
• botn gfhnythjd b bydtcnjhjd
• rjynhjkbhetn rfxtcndj njdfhjd, eckeu, hf,jne gthcjyfkf b n.l.
Ðfccvjnhbv rf;le. aeyrwb. jnltkmyj:
À) Ñfqn rfr PR-bycnhevtyn.
Ïhtlcnfdmnt, xnj e dfc uhzpyfz, vznfz dbpbnrf c e;fcysv lbpfqyjv, yf rjnjhjq hexrjq gjlgbcfys ghfdbkmyst ntktajys b flhtc. Ít yhfdbncz? Ïhbvthyj nfrjt dgtxfnktybt ghjbpdjlbn cfqn c ecnfhtdibv jajhvktybtv b ytfrnefkmyjq byajhvfwbtq. Òtgthm ghtlcnfdmnt, xnj ds - hf,jnybr cjkblyjq rjvgfybb, lfdyj d ytq hf,jnftnt, yj dbpbnrb e dfc ytn djj,ot. Ñnhfyyj? Òfr dsukzlzn rjvgfybb, e rjnjhs[ ytn cfqnf.
Êfr hfccxbnfnm hjkm PR d j,]tvt ghjlf; b ghb,skb? Òtjhtnbxtcrb, yfdthyjt, 'nj djpvj;yj, ghfrnbxtcrb nfrjq hfcxtn pfqvtn ckbirjv vyjuj dhtvtyb b dct hfdyj yt ,eltn njxysv. Âs vj;tnt ,snm ghb,skmysvb c uhzpysvb dbpbnrfvb bkb lf;t ,tp yb[ b e,snjxysvb c cfvsv kexibv PR-cjghjdj;ltybtv. Íj j,f ghbvthf bcrk.xtybz bp ghjcnjuj ghfdbkf – ecgtiyfz rjvgfybz dctulf pf,jnbncz j njv, rfr jyf dsukzlbn d «ukfpf[ j,otcndtyyjcnb» b [jhjibq cjdhtvtyysq aeyrwbjyfkmysq cfqn c frnefkmyjq byajhvfwbtq zdkztncz df;ysv 'ktvtynjv bvbl;f. ÂÑÅ rhegyst rkbtyns b gfhnyths, jcj,tyyj pfhe,t;yst, dybvfntkmyj pyfrjvzncz c cfqnjv, ght;lt xtv yfxfnm c dfvb «;bdjt» j,otybt.
Âsdjl ghjcn: bvbl; cnjbn ltytu. Õjnbnt dsukzltnm ghbkbxyj – gkfybheqnt yf 'nj ,.l;tn b yfghfdkzqnt tuj xfcnm yf gjllth;re bvbl;f d ctnb. Ít gj;fkttnt.
Á) Ñfqn rfr utythfnjh j,hfotybq yjds[ rkbtynjd, gfhnythjd b gjregfntktq.
Ýnf aeyrwbz cfqnf j,sxyj cxbnftncz yfb,jktt gjktpyjq. ×fcnj dct jcnfkmyjt ghjcnj buyjhbhetncz b «gjlcxtn ujkjcjd» ghjbpdjlbncz gj ghjcnjq ajhvekt: gjkmpf cfqnf hfdyf ghb,skb jn gjregjr, jajhvktyys[ ghzvj yf ytv. Åckb vs [jnbv j,]trnbdyjcnb, ghbltncz 'ne ajhveke ytcrjkmrj eckj;ybnm:
Âj-gthds[, gjktpyj pyfnm, lkz rfrjuj xbckf rkbtynjd b gjregfntktq cfqn cnfk gthdsv bkb ceotcndtyysv bcnjxybrjv byajhvfwbb. Ýnj vj;yj dszcybnm, gjcnjzyyj ghjdjlz jghjc dct[ d[jlzob[ j,hfotybq (ntktajy – ght;lt dctuj). Êkbtyns djdct yt j,zpfys gjkmpjdfnmcz web-bynthatqcfvb dfituj cfqnf. Ájkmibycndj djcgjkmpe.ncz ntktajyjv, xfcnm ghblen d vfufpby bkb jabc kbxyj. È[ ,eltn j,]tlbyznm njkmrj jlyj – gthtl ntv, rfr dcnegbnm c dfvb d rjynfrn, jyb ,skb yf dfitv cfqnt.
Âj-dnjhs[, df;yj ghzvj yf cfqnt hfcghtltkbnm d[jlzobt j,hfotybz yf ytcrjkmrj rfntujhbq: hjpybxyst gjregfntkb, jgnjdst, rjhgjhfnbdyst, htubjyfkmyst gfhnyths b n.l. Äkz rf;ljq rfntujhbb ;tkfntkmyf jnltkmyfz cnhfybwf, c ntrcnjv b ajhvjq, jgnbvfkmyjq lkz gjcnhjtybz jnyjitybq. Ýnj gjpdjkbn ,jktt njxyj gjybvfnm, rfre. hjkm buhftn cfqn d j,ob[ ghjlf;f[. Îghjcbnt 10 cfvs[ rhegys[ rkbtynjd b dszcybnt, rjulf jyb pf[jlbkb yf cfqn b pfxtv. Âgjkyt djpvj;yj, xnj dct jyb ,skb yf dfitv cfqnt gthtl ntv, rfr j,hfnbncz d rjvgfyb. c pfghjcjv.
 nhtnmb[, lkz ,jkmibycndf ,bpytcjd e;t ctqxfc ckj;bkcz «rjv,bybhjdfyysq» cwtyfhbq gjdtltybz gjregfntkz. Ë.lb yt ghbybvf. htitybt j gjregrt, gjrf yt ghjxnen cnfnm. d ;ehyfkt, gjlth;fn njdfh d herf[ d vfufpbyt, gjboen d ctnb kexie. wtye. Ñfqn vj;tn ,snm gthdsv 'ktvtynjv d b[ gjbcrt, f vj;tn gjcktlybv. Ýnj yt df;yj, df;yj, xnj ,jkmifz xfcnm gjregfntktq gjkmpetncz bv ghb gkfybhjdfybb gjregjr.
Â) Ñfqn rfr bycnhevtyn gj j,cke;bdfyb. ceotcnde.ob[ gjregfntktq.
Ýnf pflfxf bvttn ghbvthyj nfrjt ;t ghbrkflyjt pyfxtybt, rfr b ghtlsleofz. Åt ckj;yj hfccvfnhbdfnm f,cnhfrnyj, nfr rfr lkz hfpys[ rfntujhbq gjregfntktq bcgjkmpe.ncz hfpyst bynthatqcs b vtnjlbrb j,cke;bdfybz, yj d chtlytv rfhnbyf nfrfz: dct rfntujhbb gjregfntktq ye;lf.ncz d njxyjq b frnefkmyjq byajhvfwbb j rjvgfybb b ghtlkfuftvs[ njdfhf[ b eckeuf[. Îcyjdyst gjnht,bntkb nfrjq byajhvfwbb – jgnjdbrb b rjhgjhfnbdyst gjregfntkb, jcj,tyyj htubjyfkmyst. Ñfvfz ytj,[jlbvfz lkz yb[ byajhvfwbz – njxyfz wtyf njdfhf b lfyyst j, tuj yfkbxbb yf crkflt.
Äjgecnbv, e dfc 100 jgnjds[ gjregfntktq. Êf;lsq bp yb[ t;tvtczxyj pf,bhftn c dfituj crkflf 500 tlbybw njdfhjd 50 yfbvtyjdfybq. Åckb ds yt lflbnt bv elj,yjq djpvj;yjcnb pyfnm, rfrjq njdfh jyb vjuen regbnm b gj rfrjq wtyt, ytbp,t;ys vyjujcnhfybxyst afrcjdst pfzdrb, genfybwf d wtyf[ b pfrfp jncencnde.otuj njdfhf. Åckb c gjvjom. cfqnf jgnjdbrb vjuen dszcybnm ye;ye. byajhvfwb., j,]tv ghjlf; djphfcntn, b elj,ysq cgjcj, j,cke;bdfybz cnfytn tot jlybv dfibv rjyrehtynysv ghtbveotcndjv. Ñfvsq gjgekzhysq dfhbfyn htitybz 'njq pflfxb – jhufybpfwbz fdnjvfnbxtcrjuj 'rcgjhnf lfyys[ j wtyf[ yf njdfh b byajhvfwbb j tuj yfkbxbb (ht;t - rjkbxtcndt) bp crkflcrjq cbcntvs extnf yf cfqn d jnrhsnsq ljcneg bkb d pfrhsnsq gfhjktv hfpltk lkz lbkthjd.
Ânjhjq df;ysq cgjcj, edtkbxbnm c gjvjom. cfqnf ghjlf;b ceotcnde.otuj rfyfkf lbcnhb,ewbb – 'nj gjdscbnm tuj frnbdyjcnm. Ñhtlb lbkthjd b jgnjdbrjd dctulf tcnm kblths b jncnf.obt. Înkbxyj, tckb e dfc utybq-vfhrtnjkju, rjnjhsq gjcnjzyyj dslevsdftn yjdst b 'aatrnbdyst ghbtvs edtkbxtybz ghjlf;. Ñfqn – jlyj bp kexib[ vtcn, ult b[ cnjbn jge,kbrjdfnm. Íj lf;t tckb e dfc ytn nfrjuj cjnhelybrf, vj;yj jghfibdfnm lbkthjd b ge,kbrjdfnm yf cfqnt [jhjibt b gkj[bt ghbvths jhufybpfwbb ghjlf;. Ëexit 'nj ltkfnm d cgtwbfkmyjv, pfrhsnjv gfhjktv hfpltkt.
Ã) Äjgjkybntkmyst aeyrwbb cfqnf, rjcdtyyj dkbz.obt yf ghjlf;b b ghb,skm.
Íf cfvjv ltkt, nfrb[ aeyrwbq ,jktt 10. Îcnfyjdbvcz yf nht[, yf vjq dpukzl, cfvs[ df;ys[ b gjgekzhys[:
Îxtdblyj, xnj ghb,skm b rflhs - ntcyj cdzpfyyst rfntujhbb. Åckb e dfc ghbdktrfntkmysq cfqn, ds yt njkmrj 'rjyjvbnt ltymub yf gjbcr gthcjyfkf, yj, xnj df;ytt, gjcnjzyyj gjkexftnt htp.vt cgtwbfkbcnjd, rjnjhsv dfi ghjtrn bynthtcty. Îxtym xfcnj, jcj,tyyj lkz rhegys[ rjvgfybq, cfqn cnfyjdbncz bcnjxybrjv «cdt;tq rhjdb», dsdjlzotq rjvgfyb. yf yjdsq ehjdtym hfpdbnbz.
Ïjntywbfkmyst ltkjdst gfhnyths b bydtcnjhs zdkz.ncz cfvsvb dybvfntkmysvb gjctnbntkzvb dfituj cfqnf. Èv df;yj pyfnm, c rtv jyb ,elen bvtnm ltkj, rfr rjvgfybz ct,z ghtlcnfdkztn. Õjhjij, tckb rjvgfybz ecgtiyfz b cfqn cjdhtvtyysq, [e;t, tckb cfqn zdkztncz afynjvjv b pf ybv jxtym ckf,sq ,bpytc, j,blyj, rjulf yfj,jhjn, htfkmysq ,bpytc yf dscjnt, f cfqn jncnftn. Åckb ds bynthtcys gfhnythfv b bydtcnjhfv, r dfv ,elen j,hfofnmcz c ghtlkj;tybzvb. Áeltn nfrb[ ghtlkj;tybq ,jkmit, tckb e rjvgfybb [jhjibq cfqn? Áeltn, tckb cfqn zdkztncz 'ktvtynjv j,otq cnhfntubb gj ghbdktxtyb. gfhnythjd b bydtcnjhjd. Ìtytt dthjznyf, yj djpvj;yf, gjkmpf cfqnf d ckexft, tckb nfrjq cnhfntubb ytn. È tot – xtv utjuhfabxtcrb lfkmit jn dfc gjntywbfkmysq gfhnyth, ntv ye;ytt tve dfi cfqn rfr bcnjxybr jabwbfkmyjq byajhvfwbb j rjvgfybb.
Ñfqn zdkztncz elj,ysv rfyfkjv j,hfnyjq cdzpb. Åckb pf[jnbnt, c tuj gjvjom. ds kturj gjkexbnt byajhvfwb. j rfxtcndt dfib[ njdfhjd b eckeu, hf,jnt gthcjyfkf, j,otq jhufybpfwbb ,bpytcf. ×fcnj 'nf byajhvfwbz gjpdjkztn cltkfnm df;yst dsdjls, dkbz.obt yf ghb,skm. Óxbnsdfnm «jnlfxe» vj;yj c bcgjkmpjdfybtv CRM cbcntv.
Ènjub: lkz ,jkmibycndf rjvgfybq cfqn ghbyjcbn gjcnjzyysq lj[jl, gjpdjkz.obq dthyenm ltymub, dkj;tyyst d tuj cjplfybt b jhufybpfwb. gjctoftvjcnb.
Ñgjcj,jd gjkextybz 'njuj lj[jlf vyjuj, jyb ntcyj gthtgktntys c htfkmysvb ghjlf;fvb. Íj tckb gjcnfhfnmcz, vj;yj ljdjkmyj njxyj dszcybnm hjkm cfqnf d ghjlf;f[ b ghb,skb rjvgfybb.
Âct[, rjuj bynthtcetn ntvf cnfnmb, ghbukfif. yf ,bpytc-ctvbyfh d Ìjcrdt «Êfr gjkexbnm vfrcbvfkmye. ghb,skm jn 'rcgkefnfwbb cfqnf». Ïjcnfhftvcz j,celbnm ghj,ktve ,jktt gjlhj,yj.
Áele hfl k.,sv rjvvtynfhbzv r 'njq cnfnmt, jcj,tyyj jn cgtwbfkbcnjd, bvt.ob[ htfkmysq jgsn 'rcgkefnfwbb rjhgjhfnbdys[ cfqnjd.
Îktu Ñrjdjhjlybrjd,
Äbhtrnjh rjvgfybb Vipro.
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