Isinamoni PR, inkampani yezokuxhumana ezimele, yethulwe izolo eBarcelona i Bika ngokuhlangana kwezokuxhumana kwamanje. Phakathi kweziphetho zalo mbiko, kuvele iqiniso elibalulekile: Izintatheli ezingama-82% zikholelwa ukuthi abezindaba balahlekelwe ukwethembeka esikhathini sedijithali.
Umbiko ubuye ubhekane nezinkinga ezifana ubudlelwane / intatheli noma uma abaseSpain bezimisele ukukhokhela okuqukethwe. Enye imininingwane evezwa yilo mbiko ukuthi izintatheli ziyaqhubeka nokuncika kuma-ejensi e-PR ukuhlunga umthamo wolwazi okhulayo.
Ukuthembeka kwabezindaba kwehlela emazingeni aphansi
Ngokwemiphumela yocwaningo, Izintatheli ezingama-82% zaseSpain zikholelwa ukuthi ukwethembeka kwabezindaba kwehlile eminyakeni emihlanu edlule.
Lo mkhuba unezimbangela eziningana. Abahlanganyeli bakhombisa izizathu ezilandelayo. Ngokusho kuka-83%, yingcindezi yesikhathi, okushiya isikhathi esincane sokuphenya; Ku-79%, isizathu ukufiphalisa komngcele phakathi kokuqukethwe kokuhlela nokuqukethwe okukhokhelwayo; kuma-58% kungukuncika ezintweni ezenziwe ngaphambilini; futhi ngo-66% isizathu sisethonyeni elikhulu labachwepheshe be-PR.
Ngalo mqondo, ama-53% wababambiqhaza abheka ukuthi umsebenzi wama-ejensi usuthole ukubaluleka eminyakeni yamuva kwabezindaba, uma kuqhathaniswa nama-47% abakholelwa ukuthi awukwenzi. Ngokwesimo semithombo eminingi yolwazi, nesikhathi esincane nezinsizakusebenza ukuzicubungula, abezindaba baya ngokuya bethembela kuma-ejensi ukuthola okuqukethwe abakudingayo.
Kulesi sigaba esisha sobudlelwano phakathi kwezintatheli nama-ejensi, asikho isikhathi sezingqungquthela zabezindaba zendabuko (ama-68% akholelwa ukuthi alahlekelwe ukubaluleka), ukukhishwa kwabezindaba kugcina indima yabo (ama-53% kuphela akholelwa ukuthi anesisindo esincane) nokubaluleka okuningi inikezwa oxhumana nabo (ngama-80% abaluleke kakhulu) nezingxoxo (ze-75%).
Umshini wedijithali ungaphezu komshini wephepha
Ochwepheshe abasesebhizinisini babona ukuguqulwa okusheshayo kwezinkampani zezindaba. I-74%) yezintatheli zisebenzela i-online medium futhi kuncane futhi okuncane zikwenza kuphela kwimidiya ebhaliwe (12%). Ababambiqhaza bocwaningo bakholelwa ukuthi le ndlela izoqhubeka.
Imithombo yezindaba ezokhula kakhulu yimisakazo yethelevishini neye-Intanethi (70% no-50% ngokulandelana), ukuxhumana nomphakathi (64%) nezingosi zezindaba (38%). Ngakolunye uhlangothi, abezindaba abazoqhubeka nokuwa amaphephandaba (51%) nezimpelasonto (43%), omagazini jikelele (39%) kanye nomagazini abakhethekile (19%).
Njengoba omunye wabaphenduli ekhombisa: “Iphepha kufanele lishiyelwe izincwadi okufanele zisindiswe. Kepha ephephandabeni noma kumagazini ofundwayo ulahlwe kude, kuyihlazo nokumosha imali impela, lapho abantu bethanda ithebhulethi ukuthi bayifunde. Ake sivumelane nenguquko entsha yezobuchwepheshe noma sife sizama ”.
Kulokhu kwengezwa ukuthi inkinga ibhebhethekise izimo zokusebenza kwezintatheli. Ama-84% alabo abahloliwe bahlukunyezwe isabelomali; Ama-83% anomthwalo omningi wokusebenza; Ama-79% anesikhathi esincane sokuphenya; U-77% uhlushwa ukungavikeleki kwemisebenzi; kanti ama-70% abone izinga lomsebenzi wabo lincipha. Akufanele kukhunjulwe ukuthi izintatheli eziyi-11.145 2008 zixoshiwe kusukela ngo-XNUMX ngokusho kweFederation of Association of Journalists 'Associations (FAPE).
Ukungabaza ngekhwalithi nokusebenza kwemidiya yedijithali
Ebhekene ne-digital boom, i-76,9% yezintatheli zaseSpain zicabanga ukuthi ukushicilela eyabo ibhulogi kuyithuba lomsebenzi, okuthile okuhambisana nokuvela komkhakha eminyakeni yamuva. Kusukela ngo-2008, imithombo yezindaba engama-284 (ikakhulukazi omagazini, amaphephandaba kanye namathelevishini) ivaliwe eSpain ngokusho kweMadrid Press Association, ngenkathi kusenziwa izincwadi ezenziwa online ezingaphezu kuka-300. Kodwa-ke, kukhona ukungafani mayelana nekhwalithi nokusebenza kobuntatheli obusha.
Ngenkathi omunye wabaphenduli ekhumbula lokho “I-Blog ayihambelani nokumahhala noma ukungabi bikho kwekhwalithi. Ithuluzi elilodwa futhi elingatholakala kunoma ngubani ofuna ukulisebenzisa, izintatheli noma cha. Futhi ukukhiqiza kwayo nenzuzo yezomnotho kuzoya ngekhwalithi yokuqukethwe ", omunye uyazisola ngokuthi i-blog"Akumelwe bathembeke, noma ngubani angabhala futhi ashicilele okuqukethwe okungelona iqiniso futhi okungabhaliwe kahle." Umphenduli wesithathu uchaza okuqukethwe kwe-Intanethi kanjena: “Izihloko zezindaba 'zokupheka' (ukwenza kanjani lokhu noma lokho, eziyishumi ezihamba phambili, njll.) Nezindaba ezingenalutho (ingulube yaseChina ibelethe ingane ephinki) ukunqoba. Ngivame ukuzibuza ukuthi kufanele ngihlale yini endabeni. "
Abasebenzisi baseSpain abafuni ukukhokhela izindaba
Lapho bebuzwa ngemithombo engahle ivele yemali engenayo yemidiya, ama-75% wabaphenduli babheka ukukhangisa okuku-inthanethi njengendlela engcono yokuxhasa abezindaba abasha. Le fomula ibekwa kwezinye izindlela ezifana nokubhaliselwe okuku-inthanethi (66%), inkokhelo nge-athikili ngayinye (61%) noma ukubuyiselwa kwemali kwabantu abaningi (60%).
Yize ukukhokha nge-athikili ngayinye kuyindlela eqinisekisa ukuzimela kwezintatheli, iqiniso ukuthi njengamanje yi-11% kuphela yabantu baseSpain abakhokhela ukuthola izindaba kwi-Intanethi, ngokusho kombiko Umbiko Wezindaba Zedijithali wango-2015 kusuka kuReuters Institute.
UDeborah Grey, uMqondisi kanye noMsunguli weCanel PR, uphawula ngemiphumela yocwaningo: “Ubudlelwano phakathi kwezintatheli nama-ejensi busadingeka kakhulu kunakuqala enkathini entsha yedijithali, ngoba sincane isikhathi nezinsiza zokuhlunga imininingwane. Lokhu kuphuthuma, kanye nokwanda kwemidiya yedijithali kulimaza abezindaba bokuphrinta, kuthinta ukwethembeka kwemithombo yezindaba yaseSpain. Kulokhu kufanele sengeze ukuthi bambalwa kakhulu abasebenzisi baseSpain abazimisele ukukhokhela okuqukethwe. Ngakho-ke abezindaba kufanele baqhubeke nokufuna izindlela ezisebenzayo zokukhiqiza okuqukethwe kwekhwalithi, umsebenzi lapho ama-ejensi obudlelwano bomphakathi efisa ukuqhubeka nokuwasekela ”.
Ungahlola imiphumela ye Bika ngokuhlangana kwezokuxhumana kwamanje lapha.