М едиа рилейшнз: Искусство взаимодействия с прессой Александр Назайкин
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Karimjonova Dilfuza 18-21 guruh talabasi
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М едиа рилейшнз: Искусство взаимодействия с прессой Александр Назайкин 2010 Moskva «Альпина Паблишерз» 405 b. Kitob formatida ISBN 978-5-9614-1207-9 / ISBN 978-5-9614-0960-4 Rus tilida https://www.alpinabook.ru (qisqa annotatsiyasi mavjud) To‘liq versiyasi sotuvda. ANNOTATSIYA Mazkur kitobda PR sohasida dunyo OAV masalalari yoritilgan bo‘lib, u birinchi nashr hisoblanadi. Nashr PRESSA sohasi bo‘yicha ta’lim olayotgan va tadqiqot olib boruvchi talabalar, magistrant va doktorantlarga tavsiya etiladi. Kitobning original nusxasidagi mundarija Mundarija tarjimasi MUNDARIJA Muallifdan ....................................................................................................................................................7 Media aloqalari. UCH RANG: QORA, KULRANG, OQ ....................................................................................9 Qora ...........................................................................................................................................................19 Kulrang .......................................................................................................................................................20 Oq ..............................................................................................................................................................24 OMMAVIY AXBOROT VOSITALARI..............................................................................................................26 Ommaviy axborot vositalari turlari: matbuot, radio, televidenie, Internet ...............................................27 Matbuot .....................................................................................................................................................27 Televizor.....................................................................................................................................................44 Radio...........................................................................................................................................................55 Internet.......................................................................................................................................................64 Mediamix....................................................................................................................................................69 Ommaviy axborot vositalarini baholash va tanlash mezonlari ..................................................................70 OAV ro'yxatlari ...........................................................................................................................................74 Ommaviy axborot vositalarining ichki tuzilishi ..........................................................................................77 Tahririyat qanday ishlaydi ..........................................................................................................................80 Jurnalistlar .................................................................................................................................................84 Oddiy jurnalist ...........................................................................................................................................84 Jurnalistlarning individual xususiyatlari ...................................................................................................100 Jurnalistlar ro'yxati...................................................................................................................................102 AXBOROT SABABI ..................................................................................... ...............................................105 Mahsulot yoki xizmat sifati ......................................................................................................................108 Ahamiyati..................................................................................................................................................111 Tadbirning ko'lami....................................................................................................................................112 Muvofiqlik................................................................................................................................................113 Yangiliklar ishlab chiqaruvchilarning ishtiroki..........................................................................................114 Xayriya .....................................................................................................................................................121 Yangilik .....................................................................................................................................................124 Qiziqarli faktlar ........................................................................................................................................128 O'ziga xoslik .............................................................................................................................................129 Konflikt .....................................................................................................................................................135 Tanlovlar...................................................................................................................................................136 Norozilik namoyishlari .............................................................................................................................138 Janjallar ....................................................................................................................................................139 Urushlar ...................................................................................................................................................142 Terrorizm .................................................................................................................................................143 Homiylik ...................................................................................................................................................144 Eksklyuzivlik .............................................................................................................................................145 Axborot sababini yaratish ........................................................................................................................146 NASHR UCHUN MATERIALLAR..................................................................................................................149 Jurnalistlar uchun materiallar ..................................................................................................................149 Press-reliz .................................................................................................................................................150 Faktlar to'plami.........................................................................................................................................206 Backgrounder...........................................................................................................................................207 Tarjimai hol ..............................................................................................................................................207 Bayonot....................................................................................................................................................208 Memorandum..........................................................................................................................................208 Mediakit ...................................................................................................................................................209 Jurnalistik materiallar ..............................................................................................................................210 Axborot janrlari.........................................................................................................................................210 Analitik janrlar ..........................................................................................................................................213 Badiiy va publitsistik janrlar......................................................................................................................225 Turli ommaviy axborot vositalarida nashrlar............................................................................................227 Reklama materiallari.................................................................................................................................229 Nashr uchun materiallarni tayyorlash ......................................................................................................231 AXBOROTNI TARQATISH ..........................................................................................................................233 Ma'lumotni to'g'ridan-to'g'ri taqdim etish ..............................................................................................235 Shaxsan ....................................................................................................................................................238 Telefon orqali ...........................................................................................................................................239 Faks orqali.................................................................................................................................................243 Kuryer sifatida ..........................................................................................................................................244 Oddiy pochta orqali .................................................................................................................................244 Elektron pochta orqali..............................................................................................................................246 Mutaxassislardan foydalanish agentliklar va kompaniyalar.....................................................................248 Internet resurslaridan foydalanish ..........................................................................................................249 Sayt ..........................................................................................................................................................250 Suhbat .....................................................................................................................................................257 Forum .....................................................................................................................................................259 Blog..........................................................................................................................................................260 Ommaviy nutq ........................................................................................................................................261 Nutq matni ..................................................... ........................................................................................264 Nutq.................................................................................................... .....................................................266 Nutq muallifi.............................................................................. ..............................................................268 Shaxsiy intervyu ................................................................................ ......................................................269 Suhbatga tayyorgarlik....................................................................... .......................................................272 Suhbat davomida muloqot qilish............................................................ .................................................275 Telefon orqali intervyu ............................................................. ...............................................................280 Turli ommaviy axborot vositalari uchun intervyu...................... ..............................................................281 Matbuot uchun maxsus tadbirlar ............................................................................................................283 Matbuot anjumani ........................................................................ ..........................................................284 Brifing .......................................................................................................................................................296 Taqdimot ...................................................................................... ...........................................................297 Matbuot safari......................................................................................... ................................................300 Tahririyatga tashrif .......................................................................... .......................................................308 Matbuot uchun qabul ........................................................................ .....................................................309 Umumiy tadbirlar ......................................................................... ...........................................................311 Konferensiya................................................................................... .........................................................311 Seminarlar ..................................................................................... .........................................................313 Ko'rgazmalar............................................................................................ ...............................................313 Hamkorlar va mijozlar uchun maxsus tadbirlar ........... ...........................................................................315 MEDIA ALOQALARINI BOSHQARISH ............................................ ...........................................................319 Jurnalistlar bilan munosabatlarni o'rnatish va rivojlantirish ............. ......................................................319 Jurnalistlar bilan aloqalar................................................................ .........................................................321 Tushlik, sovg'alar va esdalik sovg'alari.............................................................. .......................................326 Reklama xizmati va tahririyat o'rtasida......................................... ...........................................................328 Ziddiyatli vaziyat..................................................................... .................................................................331 Matbuot mutaxassislari .................................................. ........................................................................333 Matbuot kotibi................................................................................. ........................................................334 Matbuot xizmati..................................................................................... .................................................339 Matbuot klubi......................................................................................... .................................................348 PR agentligi..................................................................................... .........................................................350 Media aloqalarini tashkil etish .......................................................... .....................................................360 Tahlil va rejalashtirish .................................................................... ........................................................360 Monitoring ....................................................................................... .......................................................378 Baholash .............................................................................................. ...................................................381 Xulosa............................................................................................ ..........................................................391 Adabiyotlar .............................................................. ...............................................................................402 Muallif haqida .................................................................................................. ......................................404 Izohlar............................................. ..........................................................................................................40 TOPSHIRDI: Karimjonova Dilfuza 18/21 guruh talabasi. 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