{"id":1037,"date":"2021-09-13T18:12:10","date_gmt":"2021-09-13T14:12:10","guid":{"rendered":"https:\/\/jugaad.az\/blog\/?p=1037"},"modified":"2024-07-29T16:54:16","modified_gmt":"2024-07-29T12:54:16","slug":"ictimaiyyetle-elaqeler-nedir","status":"publish","type":"post","link":"https:\/\/jugaad.az\/blog\/ictimaiyyetle-elaqeler-nedir\/","title":{"rendered":"\u0130ctimaiyy\u0259tl\u0259 \u018flaq\u0259l\u0259r (PR) n\u0259dir?"},"content":{"rendered":"

\u0130st\u0259nil\u0259n sektorda f\u0259aliyy\u0259t g\u00f6st\u0259r\u0259n m\u00fc\u0259ssis\u0259l\u0259r t\u0259r\u0259find\u0259n apar\u0131lan ara\u015fd\u0131rmalar var. \u00dcmumiyy\u0259tl\u0259, \u015firk\u0259tl\u0259r r\u0259q\u0259msal marketinq v\u0259 ictimaiyy\u0259tl\u0259 \u0259laq\u0259l\u0259r sah\u0259sind\u0259 \u00e7al\u0131\u015faraq m\u0259hsullar\u0131n\u0131, xidm\u0259tl\u0259rini v\u0259 kampaniyalar\u0131n\u0131 elan etm\u0259yi v\u0259 sat\u0131\u015flar\u0131n\u0131 art\u0131rma\u011f\u0131 h\u0259d\u0259fl\u0259yir. \u015eirk\u0259tl\u0259rin i\u015find\u0259 marka tan\u0131nmas\u0131n\u0131 v\u0259 m\u00fc\u015ft\u0259ri sadiqliyini qazanmaq kimi f\u0259rqli m\u0259qs\u0259dl\u0259r d\u0259 var.<\/p>\n

\u015eirk\u0259tl\u0259rin g\u00f6rd\u00fcy\u00fc i\u015fl\u0259rd\u0259n biri d\u0259 \u0130ctimaiyy\u0259tl\u0259 \u018flaq\u0259l\u0259rdir v\u0259 PR<\/a> ara\u015fd\u0131rmalar\u0131n\u0131n \u015firk\u0259tl\u0259r \u00fc\u00e7\u00fcn bir \u00e7ox \u00fcst\u00fcnl\u00fckl\u0259ri var.<\/p>\n

\u0130ctimaiyy\u0259tl\u0259 \u018flaq\u0259l\u0259r n\u0259dir?<\/h3>\n

\u0130ctimaiyy\u0259tl\u0259 \u0259laq\u0259l\u0259r, m\u00fc\u0259ssis\u0259l\u0259rin h\u0259d\u0259f auditoriyas\u0131 il\u0259 \u00fcnsiyy\u0259t qurmaq, h\u0259d\u0259f auditoriya \u00fc\u00e7\u00fcn bir anlay\u0131\u015f yaratmaq v\u0259 yarad\u0131lan anlay\u0131\u015f\u0131 qorumaq, auditoriyada simpatiya yaratmaqla d\u0259st\u0259k qazanmaq \u00fc\u00e7\u00fcn h\u0259yata ke\u00e7iril\u0259n f\u0259aliyy\u0259tl\u0259rdir.<\/p>\n

\u0130ctimaiyy\u0259tl\u0259 \u0259laq\u0259l\u0259r, qar\u015f\u0131l\u0131ql\u0131 \u00fcnsiyy\u0259tin vacib oldu\u011fu bir sah\u0259dir v\u0259 bu istiqam\u0259td\u0259 ara\u015fd\u0131rmalar\u0131n \u00e7evr\u0259 il\u0259 qar\u015f\u0131l\u0131ql\u0131 \u0259laq\u0259si olmal\u0131d\u0131r. \u0130\u015fbirliyi, anlay\u0131\u015f v\u0259 q\u0259bul \u00fcnsiyy\u0259ti h\u0259d\u0259f s\u0259viyy\u0259sind\u0259 saxlamaq v\u0259 uzunm\u00fcdd\u0259tli olmas\u0131 \u00fc\u00e7\u00fcn vacibdir. \u0130ctimaiyy\u0259tl\u0259 \u0259laq\u0259l\u0259r idar\u0259\u00e7iliyinin m\u00fcv\u0259ff\u0259qiyy\u0259ti, istifad\u0259 olunan dilin inand\u0131r\u0131c\u0131l\u0131\u011f\u0131ndan v\u0259 ist\u0259diyiniz mesaj\u0131n d\u00fczg\u00fcn \u00f6t\u00fcr\u00fclm\u0259sind\u0259n as\u0131l\u0131d\u0131r.<\/p>\n

\u0130nand\u0131r\u0131c\u0131 \u00fcnsiyy\u0259t; ayd\u0131n, g\u00fcv\u0259n verici, t\u0259bii v\u0259 ax\u0131c\u0131 olmal\u0131d\u0131r. \u015eirk\u0259tl\u0259r\u0259 h\u0259d\u0259f auditoriyas\u0131n\u0131 anlamalar\u0131n\u0131 t\u0259min ed\u0259n bu \u00fcnsiyy\u0259t formas\u0131n\u0131n ba\u015fqa bir s\u00fctunu, \u015firk\u0259tl\u0259rin \u00f6zl\u0259rini ifad\u0259 ed\u0259 bilm\u0259l\u0259ridir.<\/p>\n

\u0130ctimaiyy\u0259tl\u0259 \u0259laq\u0259l\u0259r ara\u015fd\u0131rmalar\u0131nda, t\u0259\u015fkilatlar \u00fcmumiyy\u0259tl\u0259 ictimai maraqlar\u0131 n\u0259z\u0259r\u0259 alaraq i\u015fl\u0259rini davam etdirirl\u0259r. \u0130ngilis dilind\u0259 \u0130ctimaiyy\u0259tl\u0259 \u018flaq\u0259l\u0259r m\u0259nas\u0131n\u0131 ver\u0259n bu s\u00f6z dilimizd\u0259 PR olaraq bilinir. \u0130ctimaiyy\u0259tl\u0259 \u0259laq\u0259l\u0259rin tan\u0131nmas\u0131 v\u0259 t\u0259\u015fviqi kimi iki vacib m\u0259rh\u0259l\u0259si vard\u0131r.<\/p>\n

T\u0259qdimat; \u0130ctimaiyy\u0259tl\u0259 \u0259laq\u0259l\u0259rin vacib m\u0259rh\u0259l\u0259si olaraq bilin\u0259n tan\u0131t\u0131m. T\u0259\u015fkilat\u0131n qurulu\u015fu v\u0259 qurumun x\u00fcsusiyy\u0259tl\u0259ri ictimaiyy\u0259t\u0259 t\u0259qdim edildikc\u0259 veril\u0259n add\u0131r.<\/p>\n

Tan\u0131nma; \u0130ctimaiyy\u0259tl\u0259 \u0259laq\u0259l\u0259rd\u0259 tan\u0131nma m\u0259rh\u0259l\u0259si, ictimaiyy\u0259tin arzu v\u0259 ist\u0259kl\u0259rini \u00f6yr\u0259nm\u0259k funksiyas\u0131n\u0131n h\u0259yata ke\u00e7irildiyi prosesdir.<\/p>\n

\u0130ctimaiyy\u0259tl\u0259 \u018flaq\u0259l\u0259r Ara\u015fd\u0131rmalar\u0131nda N\u0259l\u0259r\u0259 Diqq\u0259t Edilm\u0259lidir?<\/h3>\n

\u0130ctimaiyy\u0259tl\u0259 \u0259laq\u0259l\u0259r, b\u00fct\u00fcn dig\u0259r \u015firk\u0259t f\u0259aliyy\u0259ti kimi, marka imicini do\u011fru n\u00f6qt\u0259d\u0259 yerl\u0259\u015fdirm\u0259k, istehlak\u00e7\u0131lar\u0131n al\u0131\u015f davran\u0131\u015f\u0131na t\u0259sir etm\u0259k v\u0259 sadiqlik yaratmaqla sat\u0131\u015flar\u0131 v\u0259 g\u0259lirliliyi art\u0131rmaq \u00fc\u00e7\u00fcn edilir. Bununla birlikd\u0259, ictimaiyy\u0259tl\u0259 \u0259laq\u0259l\u0259r ara\u015fd\u0131rmalar\u0131n\u0131n yegan\u0259 v\u0259 \u0259sl m\u0259qs\u0259di yaln\u0131z g\u0259lirlilik v\u0259 sat\u0131\u015f yolu il\u0259 d\u00fc\u015f\u00fcn\u00fclm\u00fcr. U\u011furlu bir ictimaiyy\u0259tl\u0259 \u0259laq\u0259l\u0259r (PR) i\u015fi \u00fc\u00e7\u00fcn n\u0259z\u0259r\u0259 al\u0131nmas\u0131 laz\u0131m olan m\u0259qamlara baxaq:<\/p>\n

    \n
  1. \u0130ctimaiyy\u0259tl\u0259 \u0259laq\u0259l\u0259r sah\u0259sind\u0259 i\u015fl\u0259r bir t\u0259r\u0259fl\u0259 m\u0259hdudla\u015fmamal\u0131 v\u0259 \u00fcnsiyy\u0259t iki t\u0259r\u0259fli, y\u0259ni qar\u015f\u0131l\u0131ql\u0131 olmal\u0131d\u0131r.<\/li>\n
  2. \u0130ctimaiyy\u0259tl\u0259 \u0259laq\u0259l\u0259r m\u00fcv\u0259qq\u0259ti bir ara\u015fd\u0131rma kimi qiym\u0259tl\u0259ndirilm\u0259m\u0259lidir. U\u011furlu bir ictimaiyy\u0259tl\u0259 \u0259laq\u0259l\u0259r i\u015fi \u00fc\u00e7\u00fcn uzunm\u00fcdd\u0259tli planlar haz\u0131rlanmal\u0131d\u0131r.<\/li>\n
  3. Pe\u015f\u0259 etikas\u0131na laqeyd yana\u015f\u0131lmamal\u0131 v\u0259 sosial m\u0259suliyy\u0259t t\u0259tbiq edilm\u0259lidir. X\u00fcsusil\u0259 son ill\u0259rd\u0259 ekosistem\u0259 h\u0259ssas olan ictimai \u0259laq\u0259l\u0259r anlay\u0131\u015f\u0131 \u00f6n plana \u00e7\u0131xd\u0131. Sosial m\u0259suliyy\u0259t layih\u0259l\u0259rind\u0259 i\u015ftirak ed\u0259n \u015firk\u0259tl\u0259r etibar yarad\u0131r v\u0259 daha \u00e7ox \u00fcst\u00fcnl\u00fck qazanma\u011fa ba\u015flad\u0131.<\/li>\n
  4. \u0130ctimaiyy\u0259tl\u0259 \u0259laq\u0259l\u0259rin idar\u0259 edilm\u0259sinin b\u00fct\u00fcn prosesl\u0259rind\u0259 d\u00fcr\u00fcstl\u00fck prinsipin\u0259 riay\u0259t edilm\u0259li v\u0259 \u015f\u0259ffaf idar\u0259etm\u0259 yana\u015fmas\u0131 q\u0259bul edilm\u0259lidir.<\/li>\n
  5. \u0130ctimaiyy\u0259tl\u0259 \u0259laq\u0259l\u0259rin daha s\u0259m\u0259r\u0259li i\u015fl\u0259m\u0259si \u00fc\u00e7\u00fcn \u00fcnsiyy\u0259t g\u00fczg\u00fc kimi d\u00fc\u015f\u00fcn\u00fclm\u0259lidir. Bir qurum, t\u0259\u015fkilat v\u0259 ya \u015firk\u0259t nec\u0259 bir \u0259laq\u0259 qursa da, aynada \u0259ks olunmas\u0131 eyni olacaq.<\/li>\n<\/ol>\n

    \u00dcmumi t\u0259rifi imic v\u0259 n\u00fcfuz olan ictimaiyy\u0259tl\u0259 \u0259laq\u0259l\u0259r i\u015fi, \u015firk\u0259tl\u0259rin m\u00fcv\u0259ff\u0259qiyy\u0259ti \u00fc\u00e7\u00fcn \u00e7ox vacibdir. \u0130ctimaiyy\u0259tl\u0259 \u0259laq\u0259l\u0259r prosesini yax\u015f\u0131 idar\u0259 ed\u0259 bil\u0259n qurumlar\u0131n m\u00fcmk\u00fcn probleml\u0259rd\u0259n v\u0259 riskl\u0259rd\u0259n sa\u011f \u00e7\u0131xma \u015fans\u0131 daha y\u00fcks\u0259kdir.<\/p>\n

    \u0130ctimaiyy\u0259tl\u0259 \u018flaq\u0259l\u0259rin (PR) m\u0259qs\u0259di n\u0259dir?<\/h3>\n

    \u0130ctimaiyy\u0259tl\u0259 \u0259laq\u0259l\u0259r idar\u0259\u00e7iliyi, reklam v\u0259 marketinq f\u0259aliyy\u0259tl\u0259rind\u0259n f\u0259rqli olaraq, yaln\u0131z sat\u0131n alma davran\u0131\u015f\u0131nda t\u0259sirli olmaq \u00fc\u00e7\u00fcn edilmir. \u00c7\u00fcnki marka imici, sektorda m\u00f6vqe tutma, bir s\u00f6zl\u0259 n\u00fcfuz da \u00e7ox vacibdir.<\/p>\n

    \u0259 t\u0259dqiqatlar d\u00fczg\u00fcn apar\u0131ld\u0131qda, m\u0259hsulun sat\u0131\u015flar\u0131 arta bil\u0259r, lakin bu, uzun m\u00fcdd\u0259td\u0259 qurulan m\u00fc\u015ft\u0259ri sadiqliyind\u0259n as\u0131l\u0131d\u0131r. \u0130ctimaiyy\u0259tl\u0259 \u0259laq\u0259l\u0259r ara\u015fd\u0131rmalar\u0131n\u0131n \u0259sas m\u0259qs\u0259di budur.<\/p>\n

    \u0130ctimaiyy\u0259tl\u0259 \u0259laq\u0259l\u0259r sah\u0259sind\u0259 apar\u0131lan ara\u015fd\u0131rmalar, h\u0259d\u0259f auditoriyan\u0131n g\u00f6z\u00fcnd\u0259 etibarl\u0131 v\u0259 buna g\u00f6r\u0259 d\u0259 \u00fcst\u00fcnl\u00fck veril\u0259n bir imic yaratma\u011f\u0131 h\u0259d\u0259fl\u0259yir.<\/p>\n

    U\u011furlu \u0130ctimaiyy\u0259tl\u0259 \u018flaq\u0259l\u0259r Nec\u0259 h\u0259yata ke\u00e7irilm\u0259lidir?<\/h3>\n
      \n
    1. \u0130\u015f \u0259hat\u0259li v\u0259 mesajlar\u0131 d\u00fczg\u00fcn \u00e7atd\u0131ran bir dild\u0259 apar\u0131lmal\u0131d\u0131r.<\/li>\n
    2. Milli v\u0259 dini bayramlar v\u0259 x\u00fcsusi g\u00fcnl\u0259r kimi c\u0259miyy\u0259tin b\u00fct\u00fcn t\u0259b\u0259q\u0259l\u0259rinin qar\u015f\u0131lad\u0131\u011f\u0131 d\u00f6vrl\u0259rd\u0259 marka imicini v\u0259 \u015f\u00fcurunu g\u00fccl\u0259ndirm\u0259k \u00fc\u00e7\u00fcn PR \u00e7al\u0131\u015fmalar\u0131 apar\u0131lmal\u0131d\u0131r.<\/li>\n
    3. Sosial media<\/a> vasit\u0259l\u0259rind\u0259n yax\u015f\u0131, s\u0259m\u0259r\u0259li v\u0259 d\u00fczg\u00fcn istifad\u0259 edilm\u0259lidir.<\/li>\n
    4. \u0130ctimaiyy\u0259tl\u0259 \u0259laq\u0259l\u0259r f\u0259aliyy\u0259tini h\u0259yata ke\u00e7ir\u0259n \u015f\u0259xsl\u0259r v\u0259 ya qruplar g\u00fcnd\u0259mi izl\u0259m\u0259li, bilik v\u0259 bacar\u0131qlar\u0131n\u0131 yenil\u0259m\u0259li v\u0259 g\u00fccl\u00fc ifad\u0259l\u0259r istifad\u0259 etm\u0259lidir.<\/li>\n
    5. Media orqanlar\u0131 vasit\u0259si il\u0259 apar\u0131lan ara\u015fd\u0131rmalar vaxta\u015f\u0131r\u0131 istehlak\u00e7\u0131lar il\u0259 payla\u015f\u0131lmal\u0131 v\u0259 \u015f\u0259ffaf idar\u0259etm\u0259 yana\u015fmas\u0131 q\u0259bul edilm\u0259lidir.<\/li>\n
    6. B\u00f6hran idar\u0259\u00e7iliyi m\u0259s\u0259l\u0259sin\u0259 \u0259h\u0259miyy\u0259t verilm\u0259li v\u0259 m\u00fcmk\u00fcn riskli v\u0259ziyy\u0259tl\u0259rd\u0259 m\u0259suliyy\u0259tli v\u0259 arxay\u0131nla\u015fd\u0131r\u0131c\u0131 ifad\u0259l\u0259r verilm\u0259lidir.<\/li>\n
    7. T\u0259hsil, sa\u011flaml\u0131q v\u0259 h\u0259mr\u0259ylik kimi c\u0259miyy\u0259tin b\u00fct\u00fcn t\u0259b\u0259q\u0259l\u0259rini maraqland\u0131ran v\u0259 b\u00fct\u00fcn t\u0259b\u0259q\u0259l\u0259rd\u0259n d\u0259st\u0259k alan layih\u0259l\u0259r haz\u0131rlanmal\u0131, uzunm\u00fcdd\u0259tli \u0259saslarla h\u0259yata ke\u00e7irilm\u0259li v\u0259 bu sah\u0259l\u0259rd\u0259 g\u00f6r\u00fcl\u0259n i\u015fl\u0259r vaxta\u015f\u0131r\u0131 ictimaiyy\u0259tl\u0259 payla\u015f\u0131lmal\u0131d\u0131r.<\/li>\n<\/ol>\n

      \u0130stehlak\u00e7\u0131lar\u0131n sat\u0131n alma davran\u0131\u015flar\u0131n\u0131 daha yax\u015f\u0131 ba\u015fa d\u00fc\u015fm\u0259k v\u0259 t\u0259hlil etm\u0259k \u00fc\u00e7\u00fcn apar\u0131lan ara\u015fd\u0131rmalar, tan\u0131nm\u0131\u015f v\u0259 etibarl\u0131 markalara daha \u00e7ox \u00fcst\u00fcnl\u00fck verildiyini ortaya qoydu. Markan\u0131n istehlak\u00e7\u0131lar\u0131n \u015f\u00fcurunda yaratd\u0131\u011f\u0131 imic \u0259n az\u0131ndan m\u0259hsulun \u00f6z\u00fc q\u0259d\u0259r vacibdir. \u0130ctimaiyy\u0259tl\u0259 \u0259laq\u0259l\u0259r i\u015fi marka imicini g\u00fccl\u0259ndirir.<\/p>\n

      <\/span> 4. 324<\/span> Views<\/span><\/div>","protected":false},"excerpt":{"rendered":"

      \u0130st\u0259nil\u0259n sektorda f\u0259aliyy\u0259t g\u00f6st\u0259r\u0259n m\u00fc\u0259ssis\u0259l\u0259r t\u0259r\u0259find\u0259n apar\u0131lan ara\u015fd\u0131rmalar var. \u00dcmumiyy\u0259tl\u0259, \u015firk\u0259tl\u0259r r\u0259q\u0259msal marketinq v\u0259 ictimaiyy\u0259tl\u0259 \u0259laq\u0259l\u0259r sah\u0259sind\u0259 \u00e7al\u0131\u015faraq m\u0259hsullar\u0131n\u0131, xidm\u0259tl\u0259rini v\u0259 kampaniyalar\u0131n\u0131 elan etm\u0259yi v\u0259 sat\u0131\u015flar\u0131n\u0131 art\u0131rma\u011f\u0131 h\u0259d\u0259fl\u0259yir. \u015eirk\u0259tl\u0259rin i\u015find\u0259 marka tan\u0131nmas\u0131n\u0131 v\u0259 m\u00fc\u015ft\u0259ri sadiqliyini qazanmaq kimi f\u0259rqli m\u0259qs\u0259dl\u0259r d\u0259 var. \u015eirk\u0259tl\u0259rin g\u00f6rd\u00fcy\u00fc i\u015fl\u0259rd\u0259n biri d\u0259 \u0130ctimaiyy\u0259tl\u0259 \u018flaq\u0259l\u0259rdir v\u0259 PR ara\u015fd\u0131rmalar\u0131n\u0131n \u015firk\u0259tl\u0259r \u00fc\u00e7\u00fcn bir \u00e7ox<\/p>\n

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