Sinamoni PR, yakazvimirira yekudyidzana agency, yakapihwa zuro muBarcelona iyo Mhan'ara pamusoro pehukama mune kutaurirana kwazvino. Pakati pemhedzisiro yemushumo uyu, chakakosha chokwadi chinomira pachena: 82% yevatapi venhau vanotenda kuti vezvenhau vakarasa kutendeka munguva yedhijitari.
Chirevo ichi chinotaurawo nezve nyaya senge hukama / mutori venhau hukama kana kana veSpanish vachida kubhadhara zvemukati. Imwe yedata iro mushumo unoratidzira nderekuti vatapi venhau vanoramba vachivimba nemasangano ePR kusefa huwandu hweruzivo huri kukura
Kuvimbika kwemidhiya kunowira pamatanho mashoma
Zvinoenderana nezvakabuda mukudzidza, 82% yevatapi venhau veSpain vanotenda kuti kuvimbika kwenhau kwakadzikira mumakore mashanu apfuura.
Ichi chiitiko chine zvikonzero zvinoverengeka. Vatori vechikamu vanoratidza zvinotevera zvikonzero. Zvinoenderana ne83%, iko kumanikidzwa kwenguva, izvo zvinosiya nguva shoma yekuongorora; Kune makumi manomwe neshanu muzana, chikonzero ndechekudzima kwemuganho pakati pezvinyorwa zvemukati uye zvakabhadharwa zvemukati; ye79% ndiko kutsamira pazvinhu zvakagadzirwa kare; uye ye58% chikonzero chiri mune hukuru hunyanzvi hwevashandi vePR.
Mupfungwa iyi, 53% yevatori vechikamu vanofunga kuti basa remasangano rakawana kukosha mumakore achangopfuura kune vezvenhau, zvichienzaniswa ne47% vanotenda kuti haina. Muchirevo chemamwe masosi eruzivo, uye nguva shoma uye zviwanikwa zvekuzvigadzirisa, vezvenhau vanowedzera kuvimba nemasangano kuwana izvo zvavanoda.
Mune ino nhanho nyowani yehukama pakati pevatapi venhau nemasangano, hapana nguva yemisangano yemapepanhau (68% vanofunga kuti vakarasa kukosha), vanoburitswa vanochengeta basa ravo (chete 53% vanotenda kuti vane huremu hushoma) uye kukosha kwakanyanya kunopihwa kune vanobatana navo (kwe80% ivo vakanyanya kukosha) uye kubvunzurudzwa (kwe75%).
Dhindaini yedhijitari inokunda pamusoro pepepanhau
Nyanzvi dzichiri mubhizinesi dziri kuona iko kukurumidza kushandurwa kwemakambani enhau. 74%) evatapi venhau vanoshandira sosi yepamhepo uye zvishoma uye zvishoma vanozviita chete mune zvakanyorwa midhiya (12%). Vadzidzi vechidzidzo vanotenda kuti maitiro aya achaenderera mberi.
Midhiya ichakura zvakanyanya terevhizheni neInternet radio (70% uye 50% zvichiteerana), masocial network (64%) uye nhepfenyuro dzenhau (38%). Kune rimwe divi, midhiya icharamba ichidonha mapepanhau (51%) uye vhiki nevhiki (43%), akajairwa magazini (39%) uye magazini akasarudzika (19%).
Seimwe yevakapindura inoratidza: “Bepa rinofanira kusiirwa zvinyorwa izvo zvakakosha kuchengetedza. Asi kune pepanhau kana magazini inoverengwa nekukandwa kure, zvinonyadzisa uye kutambisa mari, apo vanhu vanosarudza piritsi racho kuverenga. Ngatizvigadzirisei kune itsva tekinoroji shanduko kana kufa tichiedza ”.
Kuwedzera pane izvi ndekwekuti dambudziko rakawandisa mamiriro ekushanda evatori venhau. 84% yeavo vakaongororwa vakatambura kuderedzwa kwebhajeti; 83% vane basa rakawanda; 79% vane nguva shoma yekuongorora; 77% vanotambura nekusachengeteka kwemabasa; uye 70% vakaona kunaka kwebasa ravo kuchiderera. Hazvifanirwe kukanganikwa kuti 11.145 2008 vatapi venhau vakadzingwa basa kubvira XNUMX sekureva kweFederal of Journalists Associations (FAPE).
Kusava nechokwadi nezvehunhu uye kugona kweiyo midhiya midhiya
Tatarisana neiyo digital boom, 76,9% yevatapi venhau veSpain vanofunga kuti kushambadzira yavo bhurogu mukana webasa, chimwe chinhu chinoenderana nekushanduka kwechikamu mumakore apfuura. Kubva 2008, 284 midhiya (kunyanya magazini, mapepanhau nematerevhizheni) akavhara kuSpain sekureva kweMadrid Press Association, nepo anopfuura mazana matatu emabhuku epamhepo akagadzirwa. Zvisinei, pane kusawirirana pamusoro pehunhu uye kugona kweiyo nyowani nyora.
Nepo mumwe wevakapindura achirangarira izvo “Blog harina kufanana neremahara kana kushomeka kwemhando yepamusoro. Icho chimwezve chishandiso chinowanikwa kune chero munhu anoda kuchishandisa, vatapi venhau kana kwete. Uye kugadzirwa kwayo uye hupfumi hwayo zvinoenderana nemhando yezviri mukati ", mumwe anodemba kuti iyo blogs "Havafanirwe kuvimbwa nayo, chero munhu anogona kunyora nekutsikisa zvisiri zvechokwadi uye zvisina kunyorwa zvirimo." Munhu wechitatu anopindura anotsanangura zvemukati zveInternet seinotevera: "Misoro yenyaya dze 'mabikirwo" (maitiro ekuita izvi kana izvo, gumi gumi, nezvimwewo) uye nhau dzisina chinhu (inguruve yeChinese yabereka mwana wepingi) kukunda. "Ini ndinowanzo shamisika kana ndichifanira kugara mune anecdote."
Vashandisi veSpanish havadi kubhadhara nhau
Pavakabvunzwa nezvezvinogona kubuda masosi enhau enhau, 75% yevakapindura vanoona kushambadzira kwepamhepo senzira yakanakisa yekutsigira midhiya mitsva. Iyi fomura inoiswa kune dzimwe nzira dzakadai sekunyorera online (66%), kubhadhara pachinyorwa (61%) kana kuwanda kwevanhu (60%).
Kunyangwe kubhadhara pachinyorwa chiri chimiro icho chinonyatso kuvimbisa rusununguko rwevatapi venhau, chokwadi ndechekuti parizvino chete 11% yevaSpanish vanobhadhara kuwana nhau paInternet, sekureva kweshumo Dhijitari Nhau Chirevo 2015 kubva kuReuters Institute.
Deborah Grey, Dhairekita uye Muvambi weCanel PR, akataura nezve mhedzisiro yechidzidzo: "Hukama pakati pevatapi venhau nemasangano huchiri kudikanwa kupfuura nakare kose munguva yedigital, nekuti pane nguva shoma nemari yekusefa ruzivo. Kukurumidzira uku, pamwe nekusimuka kwemadhijitari enhau kukuvadza anodhinda midhiya, kuri kukanganisa kuvimbika kwenzvimbo dzeSpanish. Kune izvi isu tinofanirwa kuwedzera kuti vashoma vashandisi veSpanish vanoda kubhadhara zvemukati. Saka vezvenhau vanofanira kuramba vachitsvaga nzira dzakanaka dzekugadzira zvemhando yepamusoro, rinova basa rinomiririrwa nemasangano ehukama neruzhinji kuramba achivatsigira.
Unogona kutarisa mhedzisiro yeiyo Mhan'ara pamusoro pehukama mune kutaurirana kwazvino pano.