چشم، گوش و زبان «سازمان» یا «رئیس سازمان»
عبارت PR مخفف Public relations است که با عنوان «روابط عمومی» در میان عامه مردم شناخته میشود و تعاریف مختلف و متعددی برای آن در کتاب ها و نظریه ها وجود دارد.
بسیاری روابط عمومی را پلی میان یک سازمان و مخاطبانش می دانند و معتقدند هر سازمان، فعالیت هایی که برای برقراریِ ارتباطاتِ مؤثر و هدفمند با گروههایی که با آن در ارتباطند انجام میدهد را روابط عمومی می گویند.
در۱۷ مه ۱۸۶۵ میلادی «اتحادیه تلگرافی بین المللی» در پاریس تشكیل شد. ازآن تاریخ به بعد، نام این اتحادیه دستخوش تحول شد و سرانجام در ۳۰ اكتبر ۱۹۰۶ میلادی در كنفرانس “اتحادیه تلگرافی بین الملل” تصمیم گرفته شد كه “اتحادیه رادیو و تلگرافی بین الملل” نیز تشكیل شود. در ۹ دسامبر سال ۱۹۳۲ میلادی به موجب “عهدنامه مادرید” با وحدت دو اتحادیه یاد شده فوق، “اتحادیه بین المللی ارتباطات دور” شروع به كار كرد. در واقع روز جهانی ارتباطات یادآور تأسیس این اتحادیه ها برای پیشرفت ارتباطات است. در ادامه، سالها تلاش و پیگیری دستاندرکاران روابط عمومی در ایران به ثمر نشست و جامعه روابط عمومی ایران را صاحب روز ملی کرد. 27 اردیبهشت ماه برابر با 17 مه روزی که درسطح جهانی نیز به عنوان روزارتباطات وجامعه اطلاعاتی نامگذاری شده است، به عنوان روز روابط عمومی و ارتباطات تعیین گردید. به همین بهانه پای صحبت جوانی نشستیم که دغدغه هایی از جنس روابط عمومی را پیگیری و در حد توان اجرا میکند. سیداحسان مصطفی زاده در حالی که در مقطع کارشناسی فارغ التحصیل رشته مهندسی است اما در رشته علوم ارتباطات اجتماعی هم کارشناسی ارشد دارد. مدرس دانشگاه و کارگاه های آموزشی، خبرنگار، روزنامه نگار و بیش از 12 سال سابقه فعالیت در حوزه های رسانه و روابط عمومی دارد و در حال حاضر مدیرروابط عمومی و تبلیغات شرکت بهنشر به عنوان یکی از بزرگترین مجموعه های انتشاراتی کشور است.
- آقای مصطفی زاده روابط عمومی ها در واقع چکاره سازمان ها هستند؟
این موضوع از دو جهت قابل بررسی است، در واقع آنچه بصورت آکادمیک در کتاب ها و نظریه ها آماده است با آنچه در مجموعه ها و ارگان های ما در حال اجرا هست، کاملا متفاوت می باشد. در واقع روابط عمومی میتواند برای ساختن روابطِ تفاهمآمیز با کارکنان، مشتریان، سرمایهگذاران، رأیدهندگان و عموم مردم به کار رود اما واقعا هم اکنون در روابط عمومی های ما این اتفاق می افتد؟
- خب به چه دلیل یا شاید بهتر باشه گفت چه دلایلی اتفاق نمی افتد؟
بله قطعا دلایل متعدد و مختلفی برای هر ارگانی وجود دارد. اما به نظرم باتوجه به اندک تجربه ای که کسب کردم، متاسفانه روابط عمومی ها در مجموعه محلی هستند که هرگونه کار و فعالیتی که روی زمین بماند؛ آن ها باید انجام بدهند. خب این رفتار که ناگزیر و اجتناب ناپذیر هم است، باعث می شود روابط عمومی از تمرکز بر فعالیت های اصلی خودش فاصله بگیرد. ایده آل اینه که روابط عمومی بتواند خارج از دغدغه های اداری و اجرایی در سیستم ها، به وظایف تخصصی خود بپردازد که خب کمتر ارگان و مجموعه ای این فرصت رو به روابط عمومی اش می دهد.
- روابط عمومی همان تبلیغات است؟
قطعا اینطور نیست و تفاوت های فراوانی میان این دو وجود دارد، یکی از بزرگترین تفاوتهای روابط عمومی و تبلیغات در برنامهریزی است؛ به طوری که روابط عمومی برای بلندمدت برنامهریزی میکند اما تبلیغات، در کوتاهترین زمانِ ممکن به دنبال نتیجه است. روابط عمومی به دنبال سود دو طرفه است و مثل تبلیغات تنها به سود سازمان خود فکر نمیکند و در واقع روابط عمومی تلاش دارد تا با ارتباطی هدفمند و مؤثر، ضمن برآوردن نیازهای سازمان خود در جهت شکل دهی صحیح به ارتباط مشتریان و سازمانش اقدام کند و از این طریق ارتباط مخاطبان با سازمان را تسهیل کنند.
- برای همین عنوان شما هم اکنون «مدیرروابط عمومی و تبلیغات» است؟
ببنید فعالیتی که ما در حال انجام آن هستیم خیلی با روابط عمومی سازمانی و حرفه ای متفاوت است، در مجموعه ها فعالیت های ترویجی در حوزه مطالعه و کتابخوانی ذیل قسمت روابط عمومی تعریف شده است. اما قطعا روابط عمومی با تبلیغات تفاوت های بسیاری دارد.
- روابط عمومی را در یک جمله خلاصه چگونه تعریف میکنید؟
خب تعاریف بسیار زیاد و مختلفی برای این موضوع آمده است، اما یکی از آن موارد اینه که روابط عمومی ها در واقع با صبر و حوصله و اختصاص زمانِ تفکرِ بیشتر به مخاطب و مجموعه، در جهت جلب رضایتِ هرچه بیشتر مشتری و ارائه خدمات بهتر، سعی در دائمی کردن مخاطبان مجموعه دارد. جمله خلاصه تر دیگری هم هست که می گوید روابط عمومی عبارت از: « چشم، گوش و زبان سازمان » است که البته در خصوص به نظرم باید دقت کرد به چشم، گوش و زبان رئیس سازمان تبدیل نشویم.
- یعنی برای رئیس سازمان کار نکنیم؟
ببنید روابط عمومی باید برای مخاطب کار کنه، حالا این مخاطب یه زمانی مردم و مشتری ها هستند، یه زمانی کارمندان و پرسنل و شاید یه زمانی هم رئیس سازمان باشد. من منظورم این بود که روابط عمومی به چشم، گوش و زبان رئیس سازمان تبدیل نشود.
- اما قبول دارید که مردم هنوز هم با روابط عمومی ها ارتباط خوبی برقرار نکردند؟
نمیشه اینو بصورت قطعی نظر داد، نظرات قطعا متفاوت است و باید در این زمینه نظرسنجی دقیق با جامعه آماری بالا و متفاوت انجام داد اما ارائه چهره واقعی و شفافِ مجموعه به مشتریان، از وظایف مهم روابط عمومی است و اگر این درک به وجود آید که مشتریان، صاحبانِ اصلیِ آن ارگان ، شرکت یا مجموعه هستند و بدون وجود آنها، آن مجموعه و سوددهی معنی نخواهد داشت، در مییابیم که باید به روابط عمومی حرفهای، به دیدهیِ یک بخشِ مهم و لازم در هر سازمانی نگریسته شود.
- مدیران رده بالا روابط عمومی را با چه نگاهی می بینند؟
در این مورد هم باز نگاه ها متفاوت است اما واقعیت این است که مدیرعاملان و مدیرانِ ردهبالا، زمانِ کافی برای رسیدگی به سیلِ اطلاعاتی که هر روزه به سازمانها سرازیر میشوند ندارند؛ و البته تمامِ این اطلاعات نیز به کار آنها نمیآید. در این زمینه، دستهبندیِ اطلاعاتِ وارد شده به سازمانها، بهروزرسانی و شناختِ ارتباطِ آنها با سمتهای متفاوت مدیران، نه تنها به صرفهجویی در زمان آنها کمک فراوانی میکند بلکه باعث جلوگیری از پراکندگی و سردر گمی واحدهای مختلف سازمان میشود. این کاتالیزورِ تصمیمگیری در سازمانْ تا حد زیادی به مشتریان نیز کمک میکند؛ و آنها هم میدانند برای مطالبات خود به کجا مراجعه نمایند.
- مهم ترین کاری که یک روابط عمومی باید انجام بدهد؟
برای هر مجموعه و ارگانی این موضوع و پاسخ این سوال میتواند تفاوت داشته باشد، اما ساختن چهرهای مناسب از آن مجموعه در میان مردم و مخاطبان اصلی سازمان یا شرکت و نیز مطرح کردن نام یا برند در بین این همه سازمان و شرکت که روزانه به تعداد آنها افزوده میشود، کاری است که تنها یک روابط عمومی حرفهای و آگاه از عهده آن بر میآید.
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