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Postoji u svetu PR-a nešto što se zove “Pravilo 3 i 24 sata”. Radi se o tome da unapred znate šta ćete i kako da kažete u slučaju izbijanja krize u prva tri sata (zbog radio stanica i agencija) i u prvom danu (zbog gostovanja na televizijama). Internet komunikacija nas tera da ga modifikujemo na “Pravilo 15 minuta”. Ako ih propustite ode Twitt niz Time Line a objava u online medijima se napuni komentarima. (Zbog toga je kruženje spidera na alatu internet kliping postavljeno na 15 minuta a može naravno i da se skrati).

Najbolji savet koji možete da dobijete za ovakve situacije je “Govorite istinu odmah, planirano gde i kako i bez uvijanja”.

Krizni PR je sveti gral struke Odnosi sa javnošću i nešto na čemu se najviše zarađuje – jer najviše plaćaš za lek tamo gde najviše boli. Posebna je priča što ne treba čekati da zaboli a tu dolazimo po ko zna koji put do legendarnog “strateškog pristupa” ili ti “razmisli šta bi moglo da se desi pa se valjano pripremi”. Nije baš da je sve tako jednostavno ali se svodi na zdrav razum i lepo vaspitanje – kao i kompletna komunikacija uostalom.

Ima literature na ovu temu onoliko a u praksi se greške dešavaju uvek iz dva osnovna razloga:

  • ne komunicira se
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Lep primer kako (ne)treba komunicirati online imali smo proteklih meseci vezano za veb sajt projekta “Očistimo Srbiju“. Da se ukratko podsetimo. U javnost je prvo procurela informacija o ceni izrade sajta koju je propratio muk a potom i nevešta objašnjenja iz resornog Ministarstva. Bio je to prvo u nizu slučajeva sajtova državnih organa koji su veličinom svog budžeta izazvali burne online diskusije. Bilo je i žešćih reakcija od same diskusije.

Prolazili su meseci a onda je ministar Dulić podstaknut primerom drugih kolega počeo da Twittuje. Boravak u sredini gde je dijalog direktan i otvoren doveo je dio prvih pomaka u njegovoj komunikaciji sa javnošću.

Uskoro su se na sajtu Ministarstva pojavili na pitanje svih pitanja a one se tiče cilja a ne alata kojim se cilj postiže. Jer veb sajt je samo alat a ne cilj neke aktivnosti. Ljudi navikli na online komunikaciju su počesto vrlo uporni.

Na odgovor ovog puta nije trebalo čekati mesecima, ni nedeljama, ni danima. Stigao je za par sati u vidu dokumenta u .pdf-u koji je naknadno zakačen na sajt Ministarstva i daje njihovo viđenje ušteda koje se sajtom postižu. Na Twitter je stigala i izjava neuobičajena za ministra u Srbiji.

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