December 01, 2004
نقدي بر فراخوان دوازدهمين جشنواره روابط عموميهاي كشور
اداره كل تبليغات وزارت فرهنگ و ارشاد اسلامي با هدف معرفي الگوهاي موفق و ايجاد رقابت و تبادل تجربيات بين روابط عمومي سازمانها و دستگاههاي اجرايي نسبت به انتشار فراخوان دوازدهمينجشنواره روابط عموميهاي كشور اقدام كرده است كه از برخي جهات قابل تأمل و تعمق است و به نظرميرسد برخي مفاد گنجانيده شده در آن از كار كارشناسي مناسبي بهرهمند نگرديده است.
لحاظ شدنبخشي جديد تحت عنوان برنامه جامع روابط عمومي كه در مقررات مربوط به آن آمده است:
برنامه جامعشامل مأموريت و رسالت سازمان و مجموعه كارهاي برنامهاي مشتمل بر اهداف، ضرورتها، تعييناولويتها، رئوس برنامهها، نحوه اجرا، بودجهبندي و زمان بندي ميباشد كه نزديكي و شباهت بسياري بابخش كار برنامهاي دارد و يك كار موازي به نظر ميرسد.
در بخش فنون روابط عمومي نيز رشته تبليغات و اطلاعرساني در يك قالب قرار گرفته و به دو بخشتبليغات رسانهاي و امور نمايشگاهي تقسيمبندي شده كه در بخش تبليغات رسانهاي تيزر و آگهيمطبوعاتي در كنار بيلبورد و تراكت و... ديده شده در حالي كه هيچگونه ارتباط منطقي رسانهاي بينفعاليتهاي مذكور وجود ندارد و نميتوان بيلبورد و تراكت را در رديف فعاليتهاي رسانهاي منظور كرد.همچنين رشته مهم ارتباطات رسانهاي در اين فراخوان بسيار محدود ديده شده و در شرح آن آمده استمجموعه فعاليتهاي رسانهاي در ارتباط با يك رويداد از پيشبيني آن، فرصتها و تهديدها مد نظر ميباشدبه عنوان نمونه تمام اخبار، جوابيه، گزارش، مصاحبه، نشست مطبوعاتي و... كه در حيطه اطلاعرساني وتنوير افكار عمومي در مواجه با يك اتفاق يا رويداد اجرا نموده است.
به عبارتي ديگر در اين فراخوان رشتهارتباطات رسانهاي فقط به يك رويداد و ارسال كارهاي مربوط به آن ختم شده است در حالي كه هر كدام ازفعاليتهاي رسانهاي شامل خبر، گزارش، مقاله، مصاحبه، تحليل، تفسير، سفرهاي مطبوعاتي و... با رويكردرسانههاي مختلفي چون صدا و سيما، خبرگزاريها، مطبوعات، نشريات تخصصي و... گسترهاي وسيع ومهم براي روابط عموميها در بخش اطلاعرساني محسوب ميشود.
در بخشي ديگر از اين فراخوان مديريت بحران از فعاليتهاي مديريتي در روابط عمومي جدا ديده شدهاست در حالي كه يكي از وظايف مديريت نوين آشنايي و نحوه برخورد منطقي براي جلوگيري از ايجادبحران قبل از وقوع آن در سازمانها ميباشد.
همچنين طراحي فرم براي رشتههاي مختلف جهت شركت در جشنواره اگرچه رويكرد هدايت وراهنمايي براي ارسالكنندگان آثار دارد ولي از طرفي شركتكنندگان در جشنواره را با محدوديت ايجادشده در قالب فرم روبه ميكند كه گاهٹ برخي از فرمها نيز از جامعيت لازم برخوردار نيستند. براي مثال درفرم رشته ارتباطات رسانهاي فنون مقاله و تحليل و تفسير كه نگاه تحليلي به مباحث اطلاعرساني دارد درهيچ بخشي از فرمها ديده نشده است يا در فرم برنامههاي راديو و تلويزيوني فقط فنون، مصاحبه و ميزگردديده شده است در حالي كه گزارشهاي راديو و تلويزيوني و برنامههاي تحليل و تفسير خبري از اهميت وجامعيت بيشتري در صدا و سيما برخوردار است. در نهايت ميتوان گفت با توجه به اينكه انتشار اينفراخوانها براي روابط عموميها به نوعي ارائه الگو و جهتدهي آنان براي اجراي فعاليتهاي صحيح درروابط عموميها محسوب ميشود جا دارد تأمل و اقدامات كارشناسي بيشتري براي جامعيت آنصورت پذيرد.
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