{"id":2753,"date":"2013-12-01T08:58:18","date_gmt":"2013-12-01T06:58:18","guid":{"rendered":"http:\/\/zurnalsiepirkumi.lv\/?p=2753"},"modified":"2013-12-09T10:45:33","modified_gmt":"2013-12-09T08:45:33","slug":"kas-jazina-ieperkot-reklamu","status":"publish","type":"post","link":"https:\/\/zurnalsiepirkumi.lv\/?p=2753","title":{"rendered":"Kas j\u0101zina, iep\u0113rkot rekl\u0101mu"},"content":{"rendered":"<p><strong>Tehnolo\u0123ijas noveco, un sabiedr\u012bbas attieksme main\u0101s. Lietas, kas v\u0113l vakar \u0161\u0137ita modernas, r\u012bt jau var izr\u0101d\u012bties novecoju\u0161as. L\u012bdz\u012bga situ\u0101cija ir attiec\u012bb\u0101 uz komunik\u0101ciju ar sabiedr\u012bbu. Uzrunas veidi un formas, kas v\u0113l vakar piesaist\u012bja cilv\u0113ku uzman\u012bbu, \u0161odien atst\u0101j m\u016bs vienaldz\u012bgus, bet r\u012bt, visticam\u0101k, garlaikos. K\u0101 valsts un pa\u0161vald\u012bbu iest\u0101d\u0113m atrast dzird\u012bgas ausis, veidojot dialogu ar iedz\u012bvot\u0101jiem, inform\u0113jot par savu darbu un pa\u0161ai sabiedr\u012bbai aktu\u0101l\u0101m probl\u0113m\u0101m? Kas b\u016btu j\u0101zina, izsludinot t\u0101da nemateri\u0101la B da\u013cas pakalpojuma iepirkumu k\u0101 rekl\u0101ma? Par to st\u0101sta strat\u0113\u0123iskais komunik\u0101ciju pl\u0101not\u0101js ZIGURDS ZA\u0136IS.<br \/>\n<\/strong><br \/>\nZigurds pats \u0161aj\u0101 nozar\u0113 str\u0101d\u0101 jau vair\u0101k nek\u0101 divdesmit gadu. M\u0101c\u012bjies Latvij\u0101 un \u0101rzem\u0113s, savulaik pats darbojies rekl\u0101mu biznes\u0101, tom\u0113r p\u0113d\u0113j\u0101 laik\u0101 darbs galvenok\u0101rt saist\u012bts ar lielu integr\u0113tu rekl\u0101mas kampa\u0146u veido\u0161anu. To pas\u016bt\u012bt\u0101ju vid\u016b ir ar\u012b valsts iest\u0101des. <\/p>\n<p>Piem\u0113ram, viens no p\u0113d\u0113jiem \u0161\u0101diem darbiem, kur Zigurds Za\u0137is l\u012bdzdarboj\u0101s, bija Valsts kancelejas organiz\u0113t\u0101 m\u0101jaslapas <a href=\"www.mazinamslogu.gov.lv\">www.mazinamslogu.gov.lv<\/a> izstr\u0101de. T\u0101s veidot\u0101ji, lai piesaist\u012btu sabiedr\u012bbas interesi, izmantoja asoci\u0101cijas ar futbolu, kas s\u0101kotn\u0113ji attiec\u012bb\u0101 uz valsts p\u0101rvaldi \u0161\u0137itis nedaudz \u0161ok\u0113jo\u0161i. \u201eBet futbols var b\u016bt gan labs, gan ar\u012b slikts un m\u0113s esam par labu, rezultat\u012bvu futbolu,\u201d saka Zigurds Za\u0137is, uzskat\u012bdams, ka kampa\u0146a kopum\u0101 izdevusies, un cilv\u0113ki to iev\u0113roju\u0161i. Kas nepiecie\u0161ams, lai kampa\u0146as tiktu iev\u0113rotas jeb, k\u0101 saka profesion\u0101\u013ci, \u2013 <em>str\u0101d\u0101tu?<\/em> Un k\u0101di ir tie pamatprincipi, kas b\u016btu j\u0101zina, pirms s\u0101kam dom\u0101t par taml\u012bdz\u012bg\u0101m kampa\u0146\u0101m un to iepirkumu?<br \/>\n<!--more--><br \/>\n<strong>Ko cilv\u0113ki pamana un atceras?<\/strong><\/p>\n<p><strong>Zigurds Za\u0137is:<\/strong> \u2012 J\u0101s\u0101k ar to, ka, run\u0101jot par komunik\u0101ciju, m\u016bsdien\u0101s nepietiek ar inform\u0101ciju par pakalpojumiem, ko sniedz valsts un pa\u0161vald\u012bbu iest\u0101des, bet nepiecie\u0161ams izst\u0101st\u012bt, k\u0101 un k\u0101p\u0113c tas tiek dar\u012bts. Un \u0161\u012b komunik\u0101cija ir \u013coti b\u016btiska. Turkl\u0101t kardin\u0101li main\u0101s t\u0101s forma. Agr\u0101k t\u0101s bija v\u0113stules vai tie\u0161ie kontakti ar cilv\u0113kiem, tiem apmekl\u0113jot attiec\u012bg\u0101s iest\u0101des, bet pa\u0161laik ir daudzi principi\u0101li jauni komunik\u0101ciju kan\u0101li. L\u012bdz ar to es teiktu, ka komunik\u0101cijas \u0101rpakalpojumi ir viens no sare\u017e\u0123\u012bt\u0101kajiem publisko iepirkumu veidiem, jo taj\u0101 iep\u0113rkamais pakalpojums saist\u012bts ar t\u0101d\u0101m ilgtermi\u0146a proces\u0101 ieg\u016bstam\u0101m, organiz\u0101cij\u0101m b\u016btisk\u0101m nemateri\u0101laj\u0101m v\u0113rt\u012bb\u0101m, k\u0101 rado\u0161ums, inov\u0101cija, uztic\u012bba, attiec\u012bbas, reput\u0101cija. \u0160os iepirkumus sav\u0101 daudzveid\u012bb\u0101 var sal\u012bdzin\u0101t ar arhitekt\u016bras, sociolo\u0123ijas vai jurista pakalpojumu iepirkumiem. \u0100rk\u0101rt\u012bgi svar\u012bgi, k\u0101 valsts vai pa\u0161vald\u012bbas iest\u0101des izst\u0101sta, ko t\u0101s pied\u0101v\u0101, k\u0101di ir attiec\u012bgie pakalpojumi un k\u0101 cilv\u0113ks, kuram tie nepiecie\u0161ami, tos var sa\u0146emt. <\/p>\n<p>\u0145emot v\u0113r\u0101 auditorijas reakciju, es komunik\u0101cijas kampa\u0146as iedal\u012btu trijos l\u012bme\u0146os: <strong>pamana vai nepamana, atceras vai neatceras un nostr\u0101d\u0101 vai nenostr\u0101d\u0101, <\/strong>kas noz\u012bm\u0113, vai visp\u0101r ir bijusi k\u0101da reakcija. Diem\u017e\u0113l, analiz\u0113jot konkr\u0113tus piem\u0113rus, j\u0101secina, ka to, kas ir viduv\u0113js vai vienk\u0101r\u0161i labs, cilv\u0113ki pat nepamana vai ar\u012b t\u016bl\u012bt aizmirst. M\u016bsdien\u0101s <strong>pamana tikai to, kas ir \u013coti labi vai izcili. <\/strong><\/p>\n<p><strong>Inform\u0101cija inform\u0101cijas p\u0101rslodzes laikmet\u0101<\/strong><\/p>\n<p>T\u0101tad \u013coti b\u016btiski \u2012 k\u0101 tiekties uz \u0161o izcil\u012bbu. Galven\u0101 probl\u0113ma, manupr\u0101t, ir t\u0101da, ka komunik\u0101ciju iepirkums no valsts puses parasti tiek uztverts vienk\u0101r\u0161i k\u0101 iepirkums, nevis ce\u013c\u0161 uz visefekt\u012bv\u0101ko rezult\u0101tu. Vispirms dom\u0101 par iepirkuma juridisko pusi, par nolikumu, nevis par to, kas b\u016btu vajadz\u012bgs cilv\u0113kiem un iest\u0101dei. Protams, ir iz\u0146\u0113mumi. Piem\u0113ram, CSDD kampa\u0146as ir izcilas, neatkar\u012bgi no t\u0101, kura rekl\u0101mas a\u0123ent\u016bra t\u0101s veidojusi. No savas pieredzes varu vien\u012bgi teikt, ka vi\u0146i, r\u012bkojot konkursu, skaidri zina, ko grib pan\u0101kt, un ir \u013coti pras\u012bgi pret pretendentiem.  <\/p>\n<p>Ir vair\u0101ki pamatprincipi, kas j\u0101iev\u0113ro, lai kampa\u0146a b\u016btu efekt\u012bva. Vispirms \u2013 strat\u0113\u0123ija. <strong>Pas\u016bt\u012bt\u0101jam skaidri j\u0101zina, ko tas grib sasniegt.<\/strong> K\u0101du rezult\u0101tu vai cilv\u0113ku r\u012bc\u012bbu vi\u0146i ar \u0161o kampa\u0146u grib pan\u0101kt. N\u0101kamais \u2013 prec\u012bzi noteikt komunik\u0101ciju lomu. Ar komunik\u0101ciju nevar neko tie\u0161\u0101 veid\u0101 p\u0101rdot, bet var <strong>rad\u012bt interesi, izskaidrot, par\u0101d\u012bt iesp\u0113jas, padzi\u013cin\u0101t izpratni<\/strong> par konkr\u0113tiem ieguvumiem vai zaud\u0113jumiem. Turkl\u0101t j\u0101atceras \u2013 inform\u0101cijas sabiedr\u012bb\u0101 ir tik daudz inform\u0101cijas, ka t\u0101 vairs nevar b\u016bt m\u0113r\u0137is. \u012asten\u012bb\u0101 inform\u0101cija mums pa\u0161laik vajadz\u012bga vismaz\u0101k. Ja padomju laik\u0101 t\u0101 bija defic\u012bts, tad pa\u0161laik dz\u012bvojam inform\u0101cijas p\u0101rslodzes laikmet\u0101, bet pats inform\u0101cijas pat\u0113ri\u0146\u0161 main\u012bjies uz pret\u0113jo pusi. T\u0101p\u0113c komunik\u0101cijas loma \u2012 rad\u012bt interesi un rosin\u0101t mekl\u0113t, vai, radot l\u012bdzp\u0101rdz\u012bvojumu, <strong>main\u012bt attieksmi un likt dom\u0101t par k\u0101du probl\u0113mu,<\/strong> k\u0101 to sav\u0101s kampa\u0146\u0101s dara CSDD, nevis tie\u0161i sniegt inform\u0101ciju. Atv\u0113l\u0113t inform\u0101cijas snieg\u0161anai veselu kampa\u0146u \u2012 tas ir p\u0101r\u0101k d\u0101rgs prieks, \u012bpa\u0161i, ja to pa\u0161u katrs pats var atrast attiec\u012bgaj\u0101 t\u012bmek\u013cvietn\u0113. <\/p>\n<p><strong>Darba uzdevums un profesionalit\u0101te<\/strong><\/p>\n<p>Tre\u0161ais pamatprincips \u2013 darba uzdevums. Turkl\u0101t <strong>rakstiski noformul\u0113ts, konkr\u0113ts un lakonisks. <\/strong>Ikvien\u0101 iepirkum\u0101, balstoties uz nolikumu, ir specifik\u0101cijas, ko var\u0113tu uzskat\u012bt par \u0161o darba uzdevumu. Tom\u0113r mana pieredze liecina, ka daudz efekt\u012bv\u0101ki ir iepirkumi, kuros \u0161is darba uzdevums izkl\u0101st\u012bts nevis uz asto\u0146\u0101m vai se\u0161padsmit, bet uz vienas lapas (k\u0101 specifik\u0101cijas pielikums), bez juridiskajiem vai tehniskajiem nosac\u012bjumiem. To var\u0113tu saukt ar\u012b par prec\u012bzu un konkr\u0113tu rado\u0161o uzdevumu. K\u0101da ir \u0161\u0101 br\u012b\u017ea situ\u0101cija jeb konteksts, kas ir m\u0113r\u0137auditorija, ko pas\u016bt\u012bt\u0101js ar \u0161o kampa\u0146u grib sasniegt \u2013 t\u0101tad vi\u0146a m\u0113r\u0137i un izaicin\u0101jumi. <\/p>\n<p>T\u0113laini izsakoties, kampa\u0146as laik\u0101 var \u0161aut ar skrot\u012bm un aiz\u0137ert daudzus, bet nenoz\u012bm\u012bgi, var \u0161aut ar renku\u013ciem un tr\u0101p\u012bt da\u013cai auditorijas, bet var ar\u012b \u0161aut ar lodi, kas, protams, b\u016bs visgr\u016bt\u0101k, jo prasa lielu meistar\u012bbu, toties ar\u012b tr\u0101p\u012bjums b\u016bs piln\u012bgi prec\u012bzs.<\/p>\n<p>N\u0101kamais princips \u2013 sadarb\u012bba. Nepietiek ar to, ka pretendents uzvar\u0113jis konkurs\u0101. Pas\u016bt\u012bt\u0101jam ar to <strong>j\u0101turpina sadarboties ar\u012b p\u0113c iepirkuma.<\/strong> \u0160aj\u0101 proces\u0101 vienm\u0113r iesp\u0113jami uzlabojumi, t\u0101p\u0113c j\u0101prot izv\u0113rt\u0113t rado\u0161ais darbs kampa\u0146as tap\u0161anas laik\u0101 un nevajadz\u0113tu pa\u013cauties, ka a\u0123ent\u016bra vai k\u0101ds cits, kas uzvar\u0113jis konkurs\u0101, visu saprot un visu izdar\u012bs. <\/p>\n<p>Un visbeidzot, kas ir \u013coti svar\u012bgi \u2013 <strong>ar\u012b tiem cilv\u0113kiem, kas ar komunik\u0101cijas jaut\u0101jumiem nodarbojas valsts p\u0101rvald\u0113, j\u0101b\u016bt profesion\u0101\u013ciem.<\/strong> Turkl\u0101t t\u0101diem, kas nemit\u012bgi str\u0101d\u0101 pie savas profesion\u0101l\u0101s izaugsmes. Jo komunik\u0101cija ir t\u0101ds pats arods, k\u0101, teiksim juvelieris vai \u0137irurgs. Un \u0137irurgi nem\u0101c\u0101s tikai praks\u0113, tas var\u0113tu b\u016bt diezgan s\u0101p\u012bgi. Taj\u0101 pa\u0161\u0101 laik\u0101 tie neapg\u016bst tikai teoriju, jo tas var\u0113tu b\u016bt v\u0113l s\u0101p\u012bg\u0101k. Tas pats attiecas ar\u012b uz komunik\u0101ciju speci\u0101listiem.<\/p>\n<p>T\u0101p\u0113c mana p\u0101rliec\u012bba ir, ka komunik\u0101ciju speci\u0101listam nepiecie\u0161amas gan \u0161\u012bs teor\u0113tisk\u0101s, gan praktisk\u0101s zin\u0101\u0161anas. V\u0113l jo vair\u0101k t\u0101p\u0113c, ka dz\u012bvojam laik\u0101, kad komunik\u0101cijas un mediju vid\u0113 notiek tre\u0161\u0101s liel\u0101k\u0101s p\u0101rmai\u0146as cilv\u0113ces v\u0113stur\u0113. Pirm\u0101s p\u0101rmai\u0146as bija laika posm\u0101 p\u0113c Gutenberga iespiedma\u0161\u012bnas izgudro\u0161anas. Otr\u0101s saist\u012btas ar elektr\u012bbu un t\u0101diem medijiem k\u0101 radio vai telev\u012bzija. M\u016bsdien\u0101s radusies piln\u012bgi jauna mediju telpa. T\u0101p\u0113c komunik\u0101ciju speci\u0101listam prec\u012bzi j\u0101p\u0101rzina veidi un instrumenti, ar kuriem vi\u0146\u0161 str\u0101d\u0101. T\u0101pat j\u0101zina lab\u0101kie piem\u0113ri pasaul\u0113 un oblig\u0101ti j\u0101b\u016bt praksei, jo komunik\u0101ciju nozar\u0113 nevar b\u016bt tikai teor\u0113ti\u0137is. Kaut vai t\u0101p\u0113c, lai sp\u0113tu izv\u0113rt\u0113t iepirkumu kvalit\u0101ti. <\/p>\n<p><em>Zigurda Za\u0137a st\u0101st\u012bjumu pierakst\u012bja Aivars K\u013cavis<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Tehnolo\u0123ijas noveco, un sabiedr\u012bbas attieksme main\u0101s. Lietas, kas v\u0113l vakar \u0161\u0137ita modernas, r\u012bt jau var izr\u0101d\u012bties novecoju\u0161as. L\u012bdz\u012bga situ\u0101cija ir attiec\u012bb\u0101 uz komunik\u0101ciju ar sabiedr\u012bbu. Uzrunas veidi un formas, kas v\u0113l vakar piesaist\u012bja cilv\u0113ku uzman\u012bbu, \u0161odien atst\u0101j m\u016bs vienaldz\u012bgus, bet r\u012bt, visticam\u0101k, garlaikos.<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"_links":{"self":[{"href":"https:\/\/zurnalsiepirkumi.lv\/index.php?rest_route=\/wp\/v2\/posts\/2753"}],"collection":[{"href":"https:\/\/zurnalsiepirkumi.lv\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/zurnalsiepirkumi.lv\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/zurnalsiepirkumi.lv\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/zurnalsiepirkumi.lv\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=2753"}],"version-history":[{"count":0,"href":"https:\/\/zurnalsiepirkumi.lv\/index.php?rest_route=\/wp\/v2\/posts\/2753\/revisions"}],"wp:attachment":[{"href":"https:\/\/zurnalsiepirkumi.lv\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=2753"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/zurnalsiepirkumi.lv\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=2753"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/zurnalsiepirkumi.lv\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=2753"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}