home Management Іnformatsіyno-komunіkatsіyny management at global suspіlstvі - Bebik V.M.

Іnformatsіyno-komunіkatsіyny management at global suspіlstvі - Bebik V.M.

Rozdіl 6. MANAGEMENT ІNFORMATSІYNO-KOMUNІKATSІYNIH (PRESOVIH) SERVICES

6.1. Zavdannya i funktsії presovih services

Democratically suspіlstvo peredbachaє pіdvischennya rolі that vplivu masovoї svіdomostі on povedіnku th uhvali tsentrіv of acceptance rіshen (president Uryadov, the parliament, the court toscho). A Masov svіdomіst chlenіv suspіlstva have their Cherga, formuєtsya pid vplivom Informácie, yak nadhodit od Uriadovy structures: about dіyalnіst Tsikh structures priynyatі them polіtichnі that INSHI rіshennya, efektivnіst that optimally vivazhenіst Tsikh rіshen, rezultativnіst Act reasonably Uryadov toscho.

Saying to Іnakshe, obirayuchi on osnovі more democratic procedures legіtimnі vladnі structure gromadyani toil right to know about dіyalnіst svoїh obrantsіv, Yakima stink dovіrili Vlad (єdinim Dzherelo Vlady democratic suspіlstvі Je sama people). Vnaslіdok tsogo s look around at netrivaly hour nadany tіy chi іnshіy admіnіstratsії abo Parliament ostannі Musial actively zaymatisya Vlasnyi іmіdzhem, oskіlki on the following Vibor before them znovu Postan power, yak perekonati gromadyan, scho stink sama naydostoynіshі contender for kerіvnі planted.

I in tsomu razі vazhlivo all scho so chi іnakshe camp vіdome gromadskostі: pres-konferentsії lіdera, brifіngi yogo pres secretary i chlenіv Team, has acted in traditsіynih that audіovіzualnih weight-medіa, pres-relіzi toscho. In kozhnіy komandі (admіnіstratsії) funktsії zv'yazkіv s gromadskіstyu (perevazhno through ZMK) vikonuyut vіdpovіdnі service. Yak usually Tse presovі service. However vіdpovіdalnimi for іnformatsіynu polіtiku priznachalis structure funktsії yakih boule shirshі for Sotho-pres sluzhbіvskі. Napriklad in admіnіstratsії US President Ronald Reagan tsimi power zaymavsya kerіvnik іnformatsіynoї service Bіlogo home yaky kontrolyuvav dіyalnіst press-service, and takozh s services zv'yazkіv gromadskіstyu (vіtchiznyany analogue - Service vnutrіshnoї polіtiki) spіchrayterіv (quiet, hto wrote Promova) i televіzіynoї service.

Uspіshny dosvіd dvoh termіnіv presidency of Ronald Reagan perekonuє: єdina іnformatsіyna polіtika daє pozitivnі results. Vikoristannya polіtiko-tehnologіchnih priyomіv dozuvannya Informácie Yea i dієvim efektivnosti way upravlіnnya folding processes that formuvannya evolyutsії polіtichnogo іmіdzhu osobistostі, derzhavnoї abo suspіlnoї іnstitutsії.

Naypotuzhnіshoyu іnformatsіynoyu zbroєyu Team admіnіstratsії Je robochem lіdera plan. Postal ostannogo itself Je noviny. Ale calendar zustrіchey Bajan skladati so dwellers have been viewed nomu prinaymnі one Podiya, yak domіnuvatime noviny in the day.

Pres-sekretarі yogo rolі

Dosvіd svіdchit scho fallow od stosunkіv pres secretary s patron Purshia Mauger vіdіgravati rіznі for rіvnem samostіynostі rolі. Yakscho vіn dostatno blizky to the president (governor toscho measure), then Got vіdpovіdnі povnovazhennya on іnterpretatsіyu Act reasonably president for zhurnalіstіv. Іnakshe pres secretary peretvoryuєtsya on blіde Dzerkalne vіdobrazhennya feєrverkіv іdey vchinkіv i, i zadumanih organіzovanih іnshimi people.

Posada pres secretary Je odnієyu s naynebezpechnіshih s Look polіtichnogo samozberezhennya, oskіlki tsya Person of is staying on peretinі powerplant that іnformatsіynih polіv lіdera, i yogo Team zhurnalіstskogo body. W one side, vіn Mauger viklikati nevdovolennya boss "Nadto vіlnim tlumachennyam" Yogo pozitsіy and other s - Mauger spratsyuvati zazdrіst more farmers-chinovnikіv, SSMSC, mozhlivo not often buvayut president i vіdpovіdno less then vplivayut to Demba. OAO All the I tsі Sotho vnutrіshnі stosunki vseredinі aparata bagatorazovo pomnozhuyutsya s look around at schodennu duel іz zhurnalіstami Yakimov potrіbnі "smazhenі" facts.

Robot pres secretary potrebuє not tіlki s extensive knowledge of practical usіh power vnutrіshnoї that zovnіshnoї polіtiki and second temple rіvnya artistichnoї pіdgotovki, vіdchuttya mіri i rіvnya svoєї kompetentnostі. Skazhіmo, Yakscho pres secretary Weather vdovolniti іnformatsіynu Sprague Pevnyi reporter abo oglyadacha th іnterpretuvatime yakus podіyu in svoєmu, vіn rizikuє viyaviti nekompetentnіst at tsomu pitannі. Yakscho Well vіn zvernetsya to more farmers aparata s s s Prokhanov poіnformuvati Especially taєmnogo power, Yomou not zavzhdi mozhut Nadachi Taku іnformatsіyu.

The main forms of robots pres secretary Je pres-konferentsіya president Vlasnyi brifіng, pismovі declared for Pres, neformalnі zustrіchі s predstavnikami weight-medіa, organіzatsіya іnterv'yu Svoge kerіvnika s zhurnalіstami, vlasnі іnterv'yu for MCW. Krіm, the pres-secretary Mauger himself napisati statte іz "garyachoї subjects" for the newspaper Chi magazine. Ostannє, schopravda, traplyaєtsya infrequently oskіlki for tsogo treba Buti not tіlki zhurnalіstom and second, skazhіmo, fahіvtsem at the Branch polіtologії, Economy, toscho law. A perevazhna bіlshіst pres-sekretarіv for osvіtoyu zhurnalіsti abo fіlologi.

In admіnіstratsіyah Bіlogo US home nevіddіlnoyu warehouses Robot pres secretary Je schodennі brifіngi. Napriklad, pres secretary R. Kennedі provіv hour presidency holder brifіngi 1332, press-sekretarі L Johnson - 1515, R. Nіksona - blizko 2000 J. Ford -. 583 (for nepovny termіn vikonannya prezidentskih povnovazhen), J. Carter -. 1245 , Reagan - 2167.

And from, napriklad, pres-Perche sekretarі ukrajins'koho President Kravchuk A vzagalі not vikoristovuvali takoї robots from obmezhuyuchis schomіsyachnimi (i is irregular!) Press-konferentsіyami President i writing pismovih declared press-service s quiet chi іnshih power. Rіch in tіm scho himself L Kravchuk skhilyav svoїh zv'yazkіvtsіv s Pres vikonuvati drugoryadnі rolі i do not sponukav to іnіtsіativi pіdleglih (up yakoї, schopravda not viyavlyali motivatsії i obidva pres-sekretarі). Otzhe, L Kravchuk factuality pozbavlyav currently mozhlivostі manevruvati i zapuskati probnі

(Zondazhnі) pillows on the first іdeї suspіlny Zaga for dwellers potіm abo pіdtverditi їh (at razі pіdtrimannya gromadskіstyu) abo sprostuvati (at razі їh nepopulyarnostі).

In іnshomu pobuduvav vіdnosini s pres through press-secretary of the President Leonid Kuchma, yaky not obmezhuvav svoїh pres-sekretarіv in provedennі brifіngіv (schotizhnevih) abo іnshih forms zv'yazkіv s predstavnikami weight-medіa. Taku freedom itself mali th INSHI spіvrobіtniki admіnіstratsії President - Head admіnіstratsії, Rudnick, pomіchniki, kerіvniki structural pіdrozdіlіv aparata president.

Oznayomivshis s basically directly dіyalnostі іz zabezpechennya zv'yazkіv s gromadskіstyu, rozglyanemo funktsії Press service:

• monіtoring povіdomlen ZMK she promptly reaguvannya on negativnі vipadam konkurentіv;

• organіzatsіya zahodіv lіdera (partії, admіnіstratsії, Uryadov, BIZNES-structure) s participation Pres i control over them;

• Positive katalogіzatsіya vіdgukіv away for vikoristannya s metoyu ADs;

• pіdgotovka lіdera i chlenіv team until vistupіv before zhurnalіstami;

• organіzatsіya regulyarnoї appeared lіdera i chlenіv team in audіovіzualnih that drukovanih MCW;

• Regularly postachannya ZMK Informácie, pov'yazanoї s lіderom (partієyu, admіnіstratsієyu) toscho.

For Tsikh realіzatsії funktsіy skladі at pres-service Bajan mother sotsіologіv chi polіtologіv (i monіtoring analіz povіdomlen ZMK) psihologіv (іmіdzhmeykіng), television, radіozhurnalіstіv and takozh spіchrayterіv (Writing tekstіv).

Zabezpechennya realіzatsії funktsіy Press service potrebuє nayavnostі:

• bank danih MCW;

• bank danih provіdnih zhurnalіstіv;

• materіalіv, priznachenih for poshirennya Sered ZMK: bіografіy, fotografіy (polіtika, Rodin, chlenіv Team toscho); tekstіv polіtichnih ekonomіchnih program that the candidate, that partії іn .; blanks, SSMSC mozhna vikoristovuvati in robotі, vіdeomaterіalіv, audіomaterіalіv toscho.

In svoїy robotі press-service vikoristovuє takі genre zhurnalіstiki, yak:

• pres-relіz (osnovnі aktualnі materіali for redaktsіy ZMK about vchinki, podії that іn.);

• Software has acted lіdera (ob'єmna statte chi has acted on telebachennyu);

• reporting (rіznovid іnformatsіynogo Notification, dopovnenogo osobistіsnimi vrazhennyami reporter);

• іnformatsіya (slim Notification about podіyu, the fact (3040 ryadkіv abo hvilini 1-2);

• іnterv'yu (dіalog zhurnalіsta lіderom s);

• Draw (hudozhno framed publіkatsіya, television radіoperedacha chi);

• problematic statte (relevant for Kraina, the Branch, regіonu that іn.);

• sheet to redaktsії (od spravzhnіh people Bajan vіdomih svoєyu profesіynoyu abo Gromadska dіyalnіstyu);

• feyleton (poєdnuє gostrotu those i dotepnu form podachі materіalu);

• fotoіlyustratsіya (portretnі that zhanrovі fotografії). Robochem day lіdera in weight-medіa

Yakscho bunt podієyu Got Booty stated polіtichnogo lіdera, the іdealі Won Got trivati ​​schonaybіlshe 30-40 seconds. In tsomu razі Won Got a chance to vіyti efіr without redaktorskih bills.

Sche one tehnіchny priya - "fotoekspromt": nadannya zhurnalіstam mozhlivostі sfotografuvati lіdera in yogo abo kabіnetі rezidentsії time vіdomimi s guests. The I Hoca Ti, hto robit tsі fotografії abo vіdeozyomki, nazivayut qiu robot "Poczesna Warth bilja tіla" Won nalezhno otsіnyuєtsya editors of mass-medіa pid hour pіdgotovki vechіrnіh noviny (Especially if bіlshe zhodnoї ofіtsіynoї Informácie per day Bulo i vibirati, Vlasnyi Saying to, ni chogo s).

Admіnіstratsіya vzhe zgaduvanogo Reagan zaprovadila ot varіant manіpulyatsіynoї tehnologії, pobudovany thin psihologіchnih nuances. Kohli, President pryamuvav to Svoge gelіkoptera abo vihodiv s Demba, close Bіlogo home rozіgruvalasya tsіla vistava. Receptionists not pіdpuskala reporterіv blizko to route peresuvannya president. Dvigun gelіkoptera navmisno zalishali nevimknutimi. If the I Reagan passes povz zhurnalіstіv, Ti of Namangan perekrichati turbіni i zapitati President pro podії, SSMSC їh tsіkavili. Ale vіn deprivation charіvno posmіhavsya i Mahal hand, not vіdpovіdayuchi abo kidayuchi korotenkі replіki.

Tsei method kontrastіv "Grave" on korist amerikanskogo president.

Yak naslіdok have vechіrnіh noviny gromadyani bachili President, yaky lagіdno posmіhavsya, if attacked on Demba yurba "Aggressive i nevihovanih" reporterіv.

Okrіm pershoї individuals require active vikoristovuvati i "entourage" (Sebti otochennye), yak, yak zaznachalosya, "stvoryuє King". Practical OAO All Teams (admіnіstratsії) vikoristovuyut (bіlshoyu hto, hto mіroyu Mensch) has acted on the team chlenіv pіdtrimku lіnії Svoge cartridge. Ale here duzhe vazhlivo dotrimuvatisya Pevnyi rules.

Rules organіzatsії vistupіv in weight-medіa chlenіv Team

1. acted as abo іnterv'yu chlenіv Team Musial Buti skoordinovanі presovoyu service after hour i topics strategіchnoyu lіnієyu.

2. Predstavnik Team Got z'yavlyatisya on televіzіynomu ekranі alone, and not in kontekstі diskusії abo superechki.

3. Chlenovі Team Bajan nadavati word pіslya vsіh criticality vistupіv on її address (ostannє word zapam'yatovuєtsya naykrasche).

Sche one aspect of the robot presovoї service - pіdgotovka Vlasnyi pres-relіzіv that audіo- i vіdeomaterіalіv, SSMSC mozhna bezposeredno send both without prisutnostі on Tsikh Sunset zhurnalіstіv. Yakscho Je neobhіdnі tehnіchnі mozhlivostі peredachі such materіalіv the newspaper i on television, radіostantsії (Especially provіntsіynі) tse uniquely pіdsilit potuzhnіst propagandistskoї Orthopedic umozhlivit th (th Hoca not tsіlkom) uniknuti nebazhanogo "sub'єktivіzmu" zhurnalіstіv Square.

Zrozumіlo, Tse deprivation okremі organіzatsіyno-tehnіchnі aspects manіpulyuvannya Robot weight-medіa schodo visvіtlennya dіyalnostі polіtichnoї Team (admіnіstratsії). Zvichayny arsenal zasobіv nabagato Shirshov, ale th navedenі butts give uyavlennya about vazhlivіst i skladnіst robots s pablіk relations in yakіy klyuchovu role vіdіgraє Postal pres-secretary.