دليل الوسائل الإعلامية

‫ﺩﻟﻴﻞ ﺍﻟﻮﺳﺎﺋﻞ‬ ‫ﺍﻹﻋﻼﻣﻴﺔ‬

‫ﺟﺪﻭﻝ ﺍﻟﻤﺤﺘﻮﻳﺎﺕ‬ ‫ﻣﺎ ﻫﻮ ﻣﺸﺮﻭﻉ ﻋﻠﻲ ﺻﻮﺗﻚ ‪03 .......................................................................................................................................................................................‬‬ ‫ﺍﻟﻤﻘﺪﻣﺔ ‪04 .................................................................................................................................................................................................................................‬‬ ‫ﻣﺎ ﺍﻟﻐﺎﻳﺔ ﻣﻦ ﻫﺬﺍ ﺍﻟﺪﻟﻴﻞ؟ ‪04 ............................................................................................................................................................................................‬‬ ‫ﻛﻴﻔﻴﺔ ﺍﺳﺘﺨﺪﺍﻡ ﻫﺬﺍ ﺍﻟﺪﻟﻴﻞ ‪04 ......................................................................................................................................................................................‬‬ ‫ﺍﻟﻌﻤﻞ ﻣﻊ ﻭﺳﺎﺋﻞ ﺍﻹﻋﻼﻡ ‪05 ..........................................................................................................................................................................................‬‬ ‫‪ .1‬ﻣﺎ ﻫﻲ ﺭﺳﺎﻟﺘﻚ؟ ‪07 ...........................................................................................................................................................................................................‬‬ ‫ﺍﻟﺮﺳﺎﺋﻞ ﻟﻴﺴﺖ ﻣﺠﺮﺩ ﺷﻌﺎﺭﺍﺕ ‪08 .............................................................................................................................................................‬‬ ‫‪ .2‬ﺍﺳﺘﻬﺪﻑ ﺟﻤﻬﻮﺭﻙ ‪09 .....................................................................................................................................................................................................‬‬ ‫‪ .3‬ﻓﻬﻢ ﺍﻟﺼﺤﻔﻴﻴﻦ ‪11 ..............................................................................................................................................................................................................‬‬ ‫ﻣﺎﻫﻴﺔ ﺍﻟﺨﺒﺮ؟ ‪12 ......................................................................................................................................................................................................‬‬ ‫‪ .4‬ﺍﻻﺗﺼﺎﻝ ﺑﺎﻟﺼﺤﻔﻴﻴﻦ ‪13 ......................................................................................................................................................................................................‬‬ ‫ﺃﻳﻀﺎ ﺻﺤﻔﻴﻮﻥ ‪14 .................................................................................................................................................................‬‬ ‫ﺍﻟﻤﺪﻭﻧﻮﻥ ﻫﻢ ً‬ ‫‪ .5‬ﺍﻟﻌﻤﻞ ﻣﻊ ﺍﻟﺼﺤﻔﻴﻴﻦ ‪15 .................................................................................................................................................................................................‬‬ ‫‪ .6‬ﺍﻟﺒﻴﺎﻧﺎﺕ ﺍﻟﺼﺤﻔﻴﺔ ‪17 ..........................................................................................................................................................................................................‬‬ ‫ﻋﻠﻰ ﺍﻟﺒﻴﺎﻥ ﺍﻟﺼﺤﻔﻲ ﺃﻥ ﻳﺠﻴﺐ ﻋﻠﻰ ﺍﻷﺳﺌﻠﺔ ﺍﻟﺘﺎﻟﻴﺔ‪18 ............................................................................................................ :‬‬ ‫‪ .7‬ﺍﻟﻤﻘﺎﺑﻼﺕ ﺍﻟﺼﺤﻔﻴﺔ ‪20 ....................................................................................................................................................................................................‬‬ ‫‪ .8‬ﺍﻟﺘﻈﺎﻫﺮﺍﺕ ﺍﻹﻋﻼﻣﻴﺔ ﻭ ﺍﻟﻤﺆﺗﻤﺮﺍﺕ ﺍﻟﺼﺤﻔﻴﺔ ‪22 .............................................................................................................................................‬‬ ‫‪ .9‬ﺍﻟﺼﻮﺭ ﻭﻓﺮﺹ ﺍﻟﺘﻐﻄﻴﺔ ﺍﻟﻤﺼﻮﺭﺓ ‪24 ........................................................................................................................................................................‬‬ ‫‪ .10‬ﺍﻻﻓﺘﺘﺎﺣﻴﺎﺕ ﻭ ﺍﻟﺘﻘﺎﺭﻳﺮ ﺍﻹﺷﻬﺎﺭﻳﺔ ‪26 ....................................................................................................................................................................‬‬ ‫ﺍﻻﻓﺘﺘﺎﺣﻴﺎﺕ ‪27 ........................................................................................................................................................................................................‬‬ ‫ﺍﻟﺘﻘﺎﺭﻳﺮ ﺍﻹﺷﻬﺎﺭﻳﺔ ‪27 .........................................................................................................................................................................................‬‬ ‫‪ .11‬ﺍﻟﺸﺒﻜﺎﺕ ﺍﻻﺟﺘﻤﺎﻋﻴﺔ ‪28 ...............................................................................................................................................................................................‬‬ ‫ﺍﻟﺘﻮﺍﺻﻞ ﺍﻟﻤﺒﺎﺷﺮ ‪29 ..............................................................................................................................................................................................‬‬ ‫‪30 ...................................................................................................................................‬‬

‫ﺷﺒﻜﺎﺕ ﺍﻟﺘﻮﺍﺻﻞ ﺍﻻﺟﺘﻤﺎﻋﻴﺔ ﻭﺍﻟﺼﺤﻔﻴﻴﻦ‬ ‫ﺍﻟﻘﺮﺍﺀﺓ‪ ،‬ﺍﻟﺘﻌﻠﻴﻖ ﻭﺍﻟﺮﺩ ‪................................................................................................................................................................................‬‬ ‫ﺍﻟﻠﻐﺔ ﻭ ﺍﻟﻨﺒﺮﺓ ‪..................................................................................................................................................................................................‬‬ ‫‪ .12‬ﺇﺩﺍﺭﺓ ﺍﻷﺯﻣﺎﺕ ‪.................................................................................................................................................................................................................‬‬ ‫ﻣﺴﺘﻌﺪﺍ ‪...................................................................................................................................................................................................‬‬ ‫ﻛﻦ‬ ‫ً‬ ‫ﻻ ﺗﻔﺰﻉ ‪.................................................................................................................................................................................................................‬‬ ‫‪ .13‬ﺗﺠﻨﺐ ﺍﻟﻤﺼﻄﻠﺤﺎﺕ ﺍﻟﺨﺎﺻﺔ ‪..................................................................................................................................................................................‬‬ ‫ﺍﻟﻠﻐﺔ ﺍﻟﻌﺎﺩﻳﺔ ‪..................................................................................................................................................................................................‬‬ ‫ﺍﻟﺘﻮﺻﻴﺎﺕ ﺍﻷﺧﻴﺮﺓ ‪............................................................................................................................................................................................‬‬ ‫‪02‬‬

‫‪31‬‬ ‫‪31‬‬ ‫‪33‬‬ ‫‪34‬‬ ‫‪34‬‬ ‫‪35‬‬ ‫‪36‬‬ ‫‪37‬‬

‫ﻣﺎ ﻫﻮ ﻣﺸﺮوع‬ ‫ﺻﻮ ِﺗ ْ‬ ‫ﻚ"؟‬ ‫" ﻋ ﱢﻠﻲ ُ‬ ‫ﺻﻮﺗِﻚ ﻫﻮ ﺑﺮﻧﺎﻣﺞ ﻣﻨﺎﺻﺮﺓ‬ ‫ﻣﺨﺼﺺ ﻟﻠﺸﺒﺎﺏ‬ ‫َﻋ ِّﻠﻲ ُ‬ ‫َّ‬ ‫ﺍﻟﺘﻮﻧﺴﻲ ﻭ ﻳﻬﺪﻑ ﺍﻟﻰ ﺗﻤﻜﻴﻨﻬﻢ ﻣﻦ ﺁﻟﻴﺎﺕ ﺍﺗﺨﺎﺫ‬ ‫ﺍﳌﺤﻠﻴﺔ ﻋﺒﺮ ﺍﳌﺤﺎﻭﺭ‬ ‫ﺍﻟﻘﺮﺍﺭ ﻓﻲ ﻣﺠﺘﻤﻌﺎﺗﻬﻢ‬ ‫ّ‬ ‫ﺍﻟﺘﺎﻟﻴﺔ‪ :‬ﺗﻄﻮﻳﺮ ﻣﻬﺎﺭﺍﺕ ﺍﻟﺸﺒﺎﺏ ﺑﺤﻴﺚ ﺗﺼﺒﺢ‬ ‫ﻟﺪﻳﻬﻢ ﺍﻟﻘﺪﺭﺓ ﻋﻠﻰ ﺍﻟﺘﻮﺍﺻﻞ ﺍﻟﺠﻴﺪ ﻭ ﺫﻟﻚ ﻟﺤﻞ‬ ‫ﺍﳌﺸﺎﻛﻞ ﺑﻄﺮﻳﻘﺔ ﻣﺒﺘﻜﺮﺓ‪.‬‬ ‫ﺧﻠﻖ ﻓﻀﺎﺀﺍﺕ ﺣﻮﺍﺭﻳﺔ ﺑﻴﻦ ﺍﻟﺸﺒﺎﺏ ﻭ ﺍﻟﺴﻠﻄﺎﺕ‬ ‫ﺻﻮﺗ ْ‬ ‫ِﻚ " ﻓﻲ ‪2015‬‬ ‫ﺍﳌﺤﻠﻴﺔ‪ .‬ﻗﺎﻡ ﺑﺮﻧﺎﻣﺞ " َﻋ ِّﻠﻲ ُ‬ ‫ﺑﺠﻮﻟﺔ ﻓﻲ ﺑﻌﺾ ﺍﳌﻨﺎﻃﻖ ﻓﻲ ﺗﻮﻧﺲ ﻟﻠﻌﻤﻞ ﻣﻊ‬ ‫ﺍﳌﺘﺤﻤﺲ ﻭ ﺍﻟﺘﺤﺎﻭﺭ ﻣﻌﻬﻢ ﺣﻮﻝ ﺍﻟﻘﻀﺎﻳﺎ ‪.‬‬ ‫ﺍﻟﺸﺒﺎﺏ‬ ‫ّ‬ ‫ﻫﺬﺍ ﺍﻟﺪﻟﻴﻞ ﻣﻦ ﻭﺿﻊ ﺷﺮﻛﺔ ﻭﺍﺯﺍﺑﻲ )‪(Wasabi.tn‬‬ ‫ﻭ ﻃﺎﺭﻕ ﺍﻟﻌﺮﺑﻲ ﻭ ﻣﻤﻮﻝ ﻣﻦ ﻗﺒﻞ ﺍﻟﺼﻨﺪﻭﻕ‬ ‫ﺍﻟﻮﻃﻨﻲ ﻟﻠﺪﻳﻤﻘﺮﺍﻃﻴﺔ‪.‬‬

‫ﻧﺸﻜﺮ ﺷﺮﻛﺎﺋﻨﺎ ﺍﳌﺤﻠﻴﺔ ﻟﺪﻋﻤﻬﻢ ﻓﻲ ﻫﺬﺍ‬ ‫ﺍﳌﺸﺮﻭﻉ ﺍﻟﺘﻲ ﺗﻬﻤﻪ ‪.‬‬

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‫ﻣﻘﺪﻣﺔ‬

‫ﻣﺎ اﻟﻐﺎﻳﺔ ﻣﻦ ﻫﺬا اﻟﺪﻟﻴﻞ؟‬

‫ﺗﻢ ﺗﺼﻤﻴﻢ ﻫﺬا اﻟﺪﻟﻴﻞ ﻟﺪﻋﻢ أﻧﺸﻄﺔ اﻟﻤﻨﺎﺻﺮة ﻋﻠﻰ اﻟﻤﺴﺘﻮى‬ ‫اﻟﻤﺤﻠﻲ وا‪R‬ﻗﻠﻴﻤﻲ واﻟﺪوﻟﻲ‪ .‬وﻫﻮ ﻻ ﻳﺘﻄﻠﺐ ﺧﺒﺮة ﺧﺎﺻﺔ إذ ﻳﺨﺺ‬ ‫اﻟﻤﻨﻈﻤﺎت واﻻﺋﺘﻼﻓﺎت وا‪X‬ﻓﺮاد اﻟﻤﻨﺘﻤﻴﺔ ﻟﻠﻤﺠﺘﻤﻊ اﻟﻤﺪﻧﻲ‬ ‫وﻏﻴﺮﻫﻢ ﻣﻦ اﻟﺬﻳﻦ ﻳﺮﻳﺪون اﻟﺘﻌﺒﻴﺮ ﻋﻦ اﻟﻘﻀﺎﻳﺎ اﻟﺨﺎﺻﺔ ﺑﻬﻢ أو‬ ‫ﺑﻤﺠﺘﻤﻌﺎﺗﻬﻢ‪ ،‬ﻟﺪى اﻟﻬﻴﺌﺎت اﻟﺤﻜﻮﻣﻴﺔ و ﺻﻨﺎع اﻟﻘﺮار‪ ،‬وﺑﺎﻟﺘﺎﻟﻲ‬ ‫اﻟﺘﻤﻜﻦ ﻣﻦ اﻟﺘﺄﺛﻴﺮ ﺑﺸﻜﻞ إﻳﺠﺎﺑﻲ ﻧﺤﻮ ﺗﻄﻮﻳﺮ ﻣﻨﺎﻃﻘﻬﻢ‪.‬‬

‫ﻳﻄﻤﺢ ﻫﺬا اﻟﺪﻟﻴﻞ إﻟﻰ إﻋﻄﺎﺋﻚ اﻟﻤﻌﻠﻮﻣﺎت وا~ﻟﻴﺎت اﻟﺘﻲ‬ ‫ﺗﺤﺘﺎﺟﻬﺎ ﻟﺘﻄﻮﻳﺮ وﺗﻨﻔﻴﺬ إﺳﺘﺮاﺗﻴﺠﻴﺔ ﻓﻌﺎﻟﺔ ﻟ ﺗﺼﺎل و اﻟﺘﻮاﺻﻞ‪.‬‬

‫وﻳﺮﻣﻲ ﻫﺬا اﻟﺪﻟﻴﻞ إﻟﻰ ﻣﺴﺎﻋﺪﺗﻚ ﻓﻲ ﺗﺒﻠﻴﻎ رﺳﺎﻟﺘﻚ إﻟﻰ ﺟﻤﻬﻮر‬ ‫ﺣﺠﻤﺎ‪.‬‬ ‫أﻛﺒﺮ‬ ‫ً‬ ‫ﺳﻮاء ﻛﻨﺖ ﻣﺒﺘﺪئ ﻓﻲ ﻫﺬا اﻟﻤﺠﺎل‪ ،‬و ﺗﻮﻟﻴﺖ إﺗﺒﺎع ﺟﻤﻴﻊ أﺟﺰاﺋﻪ‪،‬‬ ‫أو أﻧﻚ اﻗﺘﺼﺮت ﻋﻠﻰ ا‪R‬ﻃﻼع ﻋﻠﻰ ا‪X‬ﺟﺰاء اﻟﺠﺪﻳﺪة ﺑﺎﻟﻨﺴﺒﺔ ﻟﻚ‪ ،‬أو‬ ‫ﺗﻠﻚ اﻟﺘﻲ ﺗﺠﺪﻫﺎ ﻣﻨﺎﺳﺒﺔ ﻟﻚ‪ ،‬ﺑﻬﺪف اﻟﻤﺴﺎﻧﺪة ﻟﺒﺮﻧﺎﻣﺞ أﻛﺜﺮ‬ ‫ﻣﻔﻴﺪا ﻟﻠﺠﻤﻴﻊ‪.‬‬ ‫ﺷﻤﻮﻻ‪ ،‬ﻓﺈﻧﻨﺎ ﻧﺄﻣﻞ ﻓﻲ ﺟﻤﻴﻊ ا‪X‬ﺣﻮال أن ﻳﻜﻮن‬ ‫ً‬

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‫ﻛﻴﻔﻴﺔ اﺳﺘﺨﺪام ﻫﺬا اﻟﺪﻟﻴﻞ‬ ‫ﻳﺮﺗﻜﺰ ﻫﺬا اﻟﺠﺰء ﻋﻠﻰ وﺳﺎﺋﻞ ا‪R‬ﻋﻼم و ﻳﻤﻜﻨﻚ اﺳﺘﺨﺪاﻣﻪ‬ ‫ﻟﺘﻄﻮﻳﺮ رﺳﺎﺋﻠﻚ واﻟﻌﻤﻞ ﻣﻊ وﺳﺎﺋﻞ ا‪R‬ﻋﻼم ﺑﺄﻛﺒﺮ ﻗﺪر ﻣﻦ‬ ‫اﻟﻔﻌﺎﻟﻴﺔ‪ ،‬ﺑﻮﺻﻔﻬﺎ أداة ﺗﻘﺪم ﻟﻚ اﻟﻔﺮﺻﺔ ﻟﻠﺘﺤﺪث ﺑﺸﺄن ﻣﺎ‬ ‫ﺗﻔﻌﻠﻪ وأﻫﻤﻴﺘﻪ‪ .‬ﺣﻴﺚ ﺗﻤﻜﻨﻚ ﻣﻦ ﺗﺒﻠﻴﻎ رﺳﺎﻟﺘﻚ إﻟﻰ اﻟﺠﻤﻬﻮر‬ ‫اﻟﻤﺴﺘﻬﺪف‪ ،‬أو إﻟﻰ ﺟﻤﻬﻮر أوﺳﻊ و اﻟﻀﻐﻂ ﻋﻠﻰ اﻟﻘﺎدة‬ ‫واﻟﺤﻜﻮﻣﺎت ﻟﺘﺘﺤﻤﻞ ﻣﺴﺆوﻟﻴﺎﺗﻬﺎ‪ .‬و ﻟﻬﺬا اﻟﻐﺮض‪ ،‬ﻳﺘﻌﻴﻦ‬ ‫ﻋﻠﻴﻚ ﻓﻬﻢ ﻛﻴﻔﻴﺔ ﺗﺼﺮف اﻟﺼﺤﻔﻴﻴﻦ واﻟﻤﺆﺳﺴﺎت ا‪R‬ﺧﺒﺎرﻳﺔ‪،‬‬ ‫وﻣﺎ ﻳﺒﺤﺜﻮن ﻋﻨﻪ‪ ،‬وﻛﻴﻒ ﻳﻤﻜﻨﻚ ﻣﺴﺎﻋﺪﺗﻬﻢ ﻓﻲ اﻟﻌﺜﻮر ﻋﻠﻴﻪ‪.‬‬ ‫و اﻟﻐﺮض ﻣﻦ ذﻟﻚ ﺑﻨﺎء اﻟﺜﻘﺔ ﻣﻊ اﻟﻤﻬﻨﻴﻴﻦ ﻓﻲ ﺣﻘﻞ ا‪R‬ﻋﻼم‬ ‫واﻟﻌﻤﻞ ﻣﻌً ﺎ ﻟﺒﺚ ا‪X‬ﺧﺒﺎر واﻟﻤﻮﺿﻮﻋﺎت اﻟﻤﻘﻨﻌﺔ ﻟﺠﻤﻬﻮر ﻳﺮﻳﺪ‬ ‫أن ﻳﺴﻤﻊ‪.‬‬

‫ﺍﻟﻌﻤﻞ‬ ‫ﻣﻊ ﻭﺳﺎﺋﻞ‬ ‫ﺍﻹﻋﻼﻡ‬

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‫ﻗﺪ ﺗﻜﻮﻥ ﺑﻌﺾ ﻫﺬﻩ ﺍﻷﻟﻔﺎﻅ ﺍﳌﺘﺨﺼﺼﺔ ﻣﺄﻟﻮﻓﺔ ﻟﺪﻳﻚ ﺇﻟﻰ ﺣﺪ ﺑﻌﻴﺪ‪ ،‬ﻭﺳﻮﻑ ﺗﺘﻔﺎﺟﺄ ﺑﺎﻟﺘﺎﻟﻲ ﺑﻤﺎ ﺗﺜﻴﺮﻩ‬ ‫ﻣﺜﻴﺮﺍ ﻟﻠﺘﻌﺠﺐ ﺑﺎﻟﻨﺴﺒﺔ ﻷﻭﻟﺌﻚ‬ ‫ﻏﺮﻳﺒﺎ ﻭ‬ ‫ﻣﻦ ﺣﻴﺮﺓ‪ ،‬ﺑﻞ ﺃﻥ ﻣﺠﺮﺩ ﻣﺼﻄﻠﺢ "ﺃﺻﺤﺎﺏ ﺍﳌﺼﻠﺤﺔ" ﻗﺪ ﻳﺒﺪﻭ‬ ‫ً‬ ‫ً‬ ‫ﺍﻟﻠﺬﻳﻦ ﻳﻌﻤﻠﻮﻥ ﻓﻲ ﻏﻴﺮ ﻫﺬﺍ ﺍﳌﺠﺎﻝ‪ .‬ﻭﻋﻠﻴﻚ ﺇﺫﺍ ﺃﻥ ﺗﺤﺎﻭﻝ ﻗﺪﺭ ﺍﻹﻣﻜﺎﻥ ﻋﻨﺪ ﺍﻟﺘﻌﺎﻣﻞ ﻣﻊ ﺍﻷﺟﻬﺰﺓ‬ ‫ﺍﻹﻋﻼﻣﻴﺔ ﺃﻥ ﺗﺴﺘﺨﺪﻡ ﻟﻐﺔ ﻳﻤﻜﻦ ﻟﺸﺨﺺ ﻏﻴﺮ ﻣﺨﺘﺺ ﻓﻬﻤﻬﺎ‪ .‬ﻭﻳﻌﺪ ﻫﺬﺍ ﺍﻷﻣﺮ ﺿﺮﻭﺭ ًﻳﺎ ﻋﻨﺪ ﺇﺟﺮﺍﺀﻙ‬ ‫ﻣﻘﺎﺑﻠﺔ ﻣﻊ ﺍﻹﺫﺍﻋﺔ ﺃﻭ ﺍﻟﺘﻠﻔﺰﻳﻮﻥ ﺃﻭ ﺣﺘﻰ ﻣﻦ ﺧﻼﻝ ﺍﻹﻧﺘﺮﻧﺖ‪ ،‬ﻛﻤﺎ ﺃﻧﻪ ﺳﻴﺴﺎﻋﺪﻙ ﻋﻠﻰ ﺗﻘﺪﻳﻢ ﻧﻔﺴﻚ‬ ‫ﻛﺸﺨﺺ ﺻﺎﺩﻕ ﻭﻣﻨﻔﺘﺢ ﻭﻳﺴﻬﻞ ﺍﻟﺘﻮﺍﺻﻞ ﻣﻌﻪ‪.‬‬

‫‪06‬‬

‫‪.1‬‬

‫ﻣﺎ ﻫﻲ‬ ‫ﺭﺳﺎﻟﺘﻚ؟‬

‫‪07‬‬

‫‪07‬‬

‫ﻳﻬﺪﻑ ﺍﻟﻌﻤﻞ ﻣﻊ ﻭﺳﺎﺋﻞ ﺍﻹﻋﻼﻡ ﻓﻲ ﺍﳌﻘﺎﻡ ﺍﻷﻭﻝ ﺇﻟﻰ ﻣﺴﺎﻋﺪﺓ ﺍﻟﺠﻤﻬﻮﺭ ﻋﻠﻰ ﻓﻬﻢ ﺧﺼﻮﺻﻴﺎﺕ ﻣﺎ‬ ‫ﺗﻔﻌﻠﻪ‪ .‬ﻭﻗﺪ ﺗﺮﻏﺐ ً‬ ‫ﺃﻳﻀﺎ ﺃﻥ ﺗﺮﺍﻩ ﻳﺒﺪﺃ ﺍﻟﻌﻤﻞ ﻋﻠﻰ‪ :‬ﺃﻥ ﻳﺘﻄﻮﻉ‪ ،‬ﺃﻥ ﻳﺘﻘﺪﻡ ﺑﻬﺒﺔ‪ ،‬ﺃﻥ ﻳﺸﺎﺭﻛﻚ ﺣﻤﻠﺘﻚ ﺃﻭ ﺃﻥ‬ ‫ﻳﻮﻗﻊ ﻋﻠﻰ ﻋﺮﻳﻀﺔ‪.‬‬ ‫ﺇﻥ ﺍﳌﻨﻈﻤﺎﺕ ﺟﻤﻴﻌﻬﺎ ﺗﻌﻤﻞ ﻋﻠﻰ ﺗﺤﻘﻴﻖ ﻫﺪﻑ ﺭﺋﻴﺴﻲ‪ ،‬ﻭﻳﺘﻌﻴﻦ ﺑﺎﻟﺘﺎﻟﻲ ﻋﻠﻴﻬﺎ ﺃﻥ ﺗﺘﺒﻊ ﺳﻴﺎﺳﺔ‬ ‫ﺍﺗﺼﺎﻟﻴﺔ ﺗﺴﺎﻫﻢ ﻓﻲ ﺗﺤﻘﻴﻖ ﻫﺬﺍ ﺍﻟﻬﺪﻑ‪.‬‬ ‫ﻭ ﻳﺠﺐ ﻋﻠﻴﻚ ﻛﻠﻤﺎ‬ ‫‪ŏ‬ﻣﺎﺫﺍ‬ ‫‪đŏ‬‬ ‫‪ŏ‬ﻣﺎﺫﺍ‬ ‫‪đŏ‬‬ ‫‪ŏ‬ﻣﺎﺫﺍ‬ ‫‪đŏ‬‬

‫ﺭﻏﺒﺖ ﻓﻲ ﺍﺳﺘﺨﺪﺍﻡ ﻭﺳﺎﺋﻞ ﺍﻹﻋﻼﻡ‪ ،‬ﺃﻥ ﺗﻄﺮﺡ ﻋﻠﻰ ﻧﻔﺴﻚ ﺍﻷﺳﺌﻠﺔ ﺍﻟﺘﺎﻟﻴﺔ‪:‬‬ ‫ﺗﺮﻳﺪ ﺃﻥ ﻳﻔﻬﻢ ﺍﻟﺠﻤﻬﻮﺭ؟‬ ‫ﺗﺮﻳﺪ ﺃﻥ ﻳﺘﺬﻛﺮ ﺍﻟﺠﻤﻬﻮﺭ؟‬ ‫ﺗﺮﻳﺪ ﺃﻥ ﻳﻔﻌﻞ ﺍﻟﺠﻤﻬﻮﺭ؟‬

‫ﺍﻟﺮﺳﺎﺋﻞ ﻟﻴﺴﺖ ﻣﺠﺮﺩ ﺷﻌﺎﺭﺍﺕ‬ ‫ً‬ ‫ﻭﺧﻼﻓﺎ ﻟﺬﻟﻚ ﺗﻜﻮﻥ ﺍﻟﺮﺳﺎﺋﻞ ﺃﻛﺜﺮ‬ ‫ﻳﺘﻤﺜﻞ ﺍﻟﺸﻌﺎﺭ ﻓﻲ ﺑﻴﺎﻥ ﻗﺼﻴﺮ ﻳﺴﻬﻞ ﺗﺬﻛﺮﻩ ﻭﻳﺨﺘﺰﻝ ﺃﻫﺪﺍﻑ ﺍﳌﻨﻈﻤﺔ‪.‬‬ ‫ﺗﺤﺪﻳﺪﺍ ﺑﺎﻹﺿﺎﻓﺔ ﻟﻌﺮﺿﻬﺎ ﻣﺎ ﺗﺮﻏﺐ ﺃﻥ ﻳﻔﻬﻤﻪ ﺍﻟﻨﺎﺱ ﻭﻳﺘﺬﻛﺮﻭﻧﻪ‪.‬‬ ‫ً‬

‫ﺃﻫﻢ ﺍﻟﻨﻘﺎﻁ‬ ‫‪ŏđ‬‬ ‫‪ŏđ‬‬ ‫‪ŏđ‬‬ ‫‪ŏđ‬‬

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‫ﻳﺠﺐ ﺃﻥ ﺗﻜﻮﻥ ﺭﺳﺎﺋﻠﻚ ﺑﺴﻴﻄﺔ ﻭﺳﻬﻠﺔ ﺍﻟﺘﺬﻛﺮ‪.‬‬ ‫ﺍﻟﺘﺰﻡ ﺍﻟﻮﺿﻮﺡ ﻋﻨﺪ ﺍﻟﺘﻮﺟﻪ ﺇﻟﻰ ﺟﻤﻬﻮﺭﻙ‪.‬‬ ‫ﻳﻨﺒﻐﻲ ﺃﻥ ﺗﻜﻮﻥ ﻏﺎﻳﺘﻚ ﻣﻦ ﻭﺭﺍﺀ ﺍﻟﺘﻮﺍﺻﻞ ﺃﻥ ﺗﺴﺘﺠﻴﺐ ﻟﻠﺤﺎﺟﺔ ﺍﻟﺘﻲ ﺩﻋﺘﻚ ﻟﻮﺿﻌﻬﺎ ﻭ ﺗﻨﻔﻴﺬﻫﺎ‪.‬‬ ‫ﻳﺠﺐ ﺃﻥ ﺗﺘﻀﻤﻦ ﺭﺳﺎﻟﺘﻚ ﻣﺎ ﺗﺮﻳﺪ ﻗﻮﻟﻪ‪.‬‬

‫‪.2‬‬

‫ﺍﺳﺘﻬﺪﻑ‬ ‫ﺟﻤﻬﻮﺭﻙ‬

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‫ﻋﻠﻴﻚ ﻓﻲ ﻛﻞ ﻣﺮﺓ ﺗﺘﻮﻟﻰ ﻋﻤﻠﻴﺔ ﺍﺗﺼﺎﻝ ﺃﻥ ﺗﺤﺪﺩ ﳌﻦ ﺗﺘﻮﺟﻪ ﺑﺮﺳﺎﻟﺘﻚ‪ .‬ﻭﻳﻤﺜﻞ ﻣﺠﻤﻮﻉ ﺍﳌﺘﻠﻘﻴﻦ‬ ‫ﻟﺮﺳﺎﻟﺘﻚ ﺍﻟﺠﻤﻬﻮﺭ ﺍﳌﺴﺘﻬﺪﻑ‪.‬‬ ‫ﻭﻳﻤﻜﻨﻚ ﺃﻥ ﺗﺴﺘﻬﺪﻑ ﻣﻦ ﺧﻼﻝ ﻛﻞ ﻋﻤﻠﻴﺔ ﺍﺗﺼﺎﻟﻴﺔ ﺃﻛﺜﺮ ﻣﻦ ﺟﻤﻬﻮﺭ‪ ،‬ﻏﻴﺮ ﺃﻧﻪ ﻻ ﻳﻤﻜﻨﻚ ﺃﻥ ﺗﺴﺘﻬﺪﻑ‬ ‫ﺃﻛﺜﺮ ﻣﻦ ﺟﻤﻬﻮﺭ ﻣﻦ ﺧﻼﻝ ﺭﺳﺎﻟﺔ ﻣﻌﺰﻭﻟﺔ ﻣﻨﻔﺮﺩﺓ‪ .‬ﻭﺗﻜﻤﻦ ﻫﻨﺎ ﺍﻷﻫﻤﻴﺔ ﺍﻟﻘﺼﻮﻯ ﻟﻀﺮﻭﺭﺓ ﻣﺮﺍﻋﺎﺓ ﺍﻟﻔﺎﺭﻕ‬ ‫ﺑﻴﻦ ﺍﻟﺠﻤﺎﻫﻴﺮ ﺍﳌﺴﺘﻬﺪﻓﺔ‪.‬‬ ‫ﻭﻳﺴﺎﻋﺪﻙ ﻫﺬﺍ ﺍﻷﻣﺮ ﻋﻠﻰ ﺍﻟﺘﺮﻛﻴﺰ ﻋﻠﻰ ﺭﺳﺎﻟﺘﻚ ﻭﺍﻟﺴﺒﻞ ﺍﻟﺘﻲ ﻳﻨﺒﻐﻲ ﺍﻧﺘﻬﺎﺟﻬﺎ ﻹﺑﻼﻍ ﺍﻟﺮﺳﺎﻟﺔ‪.‬‬

‫ﺃﻫﻢ ﺍﻟﻨﻘﺎﻁ‬ ‫‪ŏđ‬‬ ‫‪ŏđ‬‬ ‫‪ŏđ‬‬ ‫‪ŏđ‬‬

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‫ﻛﻠﻤﺎ ﻛﻨﺖ ﺗﺮﻏﺐ ﻓﻲ ﺇﺑﻼﻍ ﺭﺳﺎﻟﺘﻚ‪ ،‬ﻋﻠﻴﻚ ﺑﺎﻟﺘﺮﻛﻴﺰ ﻋﻠﻰ ﺍﻟﺠﻤﻬﻮﺭ ﺍﳌﺴﺘﻬﺪﻑ‪.‬‬ ‫ﺗﻌﺮﻑ ﻋﻠﻰ ﺍﻟﺨﺼﺎﺋﺺ ﺍﳌﺤﺪﺩﺓ ﻟﻠﺠﻤﻬﻮﺭ ﺍﳌﺴﺘﻬﺪﻑ ‪ ،‬ﺑﻤﺎ ﻓﻲ ﺫﻟﻚ ﺃﻫﻢ ﻣﺼﺎﻟﺤﻪ‪.‬‬ ‫ﻓﻜﺮ ﻓﻲ ﻛﻴﻔﻴﺔ "ﺍﺳﺘﻬﻼﻛﻪ" ﻋﺎﺩﺓ ﻟﻠﺮﺳﺎﺋﻞ ﺍﻷﺧﺮﻯ‪.‬‬ ‫ﻣﺎ ﻫﻲ ﻭﺳﺎﺋﻞ ﺍﻹﻋﻼﻡ ﺍﻟﺘﻲ ﻳﺴﺘﺨﺪﻣﻬﺎ ﻋﺎﺩﺓ‪ ،‬ﻭ ﻣﺎ ﻫﻲ ﻃﺒﻴﻌﺔ ﻟﻐﺘﻪ؟‬

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‫ﻓﻬﻢ‬ ‫ﺍﻟﺼﺤﻔﻴﻴﻦ‬

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‫ﻭﺿﻮﺣﺎ ﻓﻲ ﻋﺼﺮ ﺍﻟﺸﺒﻜﺎﺕ ﺍﻻﺟﺘﻤﺎﻋﻴﺔ ﻣﻘﺎﺭﻧﺔ ﺑﻤﺎ ﻛﺎﻥ ﻋﻠﻴﻪ ﺍﻷﻣﺮ ﻓﻲ‬ ‫ﻟﻘﺪ ﺃﺻﺒﺢ ﺩﻭﺭ ﺍﻟﺼﺤﺎﻓﻲ ﺃﻗﻞ‬ ‫ً‬ ‫ﺍﻟﺴﺎﺑﻖ‪ .‬ﻭﻣﻊ ﺫﻟﻚ‪ ،‬ﻻ ﻳﺰﺍﻝ ﺩﻭﺭﻩ ﺿﺮﻭﺭ ًﻳﺎ ﻣﻦ ﺃﺟﻞ ﺗﻤﺮﻳﺮ ﺭﺳﺎﺋﻞ ﻣﺨﺘﻠﻒ ﺍﻟﺠﻬﺎﺕ ﺍﳌﻌﻨﻴﺔ ﻭﻭﺿﻌﻬﺎ ﺿﻤﻦ‬ ‫ﺳﻴﺎﻗﻬﺎ‪ .‬ﻭﻣﻦ ﺃﺟﻞ ﺿﻤﺎﻥ ﻓﻌﺎﻟﻴﺔ ﻫﺬﺍ ﺍﻟﻌﻤﻞ‪ ،‬ﻳﺠﺐ ﻋﻠﻴﻚ ﺗﻄﻮﻳﺮ ﻋﻼﻗﺔ ﺧﺎﺻﺔ ﻣﻊ ﺍﻟﺼﺤﻔﻴﻴﻦ ﺍﳌﻬﺘﻤﻴﻦ‬ ‫ﺑﻤﺠﺎﻝ ﻧﺸﺎﻃﻚ ﻭﺗﻴﺴﻴﺮ ﻋﻤﻠﻬﻢ‪.‬‬

‫ﻣﺎﻫﻴﺔ ﺍﻟﺨﺒﺮ؟‬ ‫ﺍﻟﺼﺤﻔﻴﻮﻥ ﻳﺒﺤﺜﻮﻥ ﺑﺸﻜﻞ ﻣﺴﺘﻤﺮ ﻋﻦ ﻛﻞ ﻣﺎ ﻫﻮ ﺟﺪﻳﺪ ﻭ ﻣﺜﻴﺮ ﻟﻼﻫﺘﻤﺎﻡ‪ ،‬ﻋﻠﻰ ﺃﻥ ﻳﻜﻮﻥ ﺫﻱ ﻣﻌﻨﻰ‬ ‫ﻟﻠﺠﻤﻬﻮﺭ ﺍﻟﺨﺎﺹ ﺑﻬﻢ‪.‬‬ ‫ﻭﻓﻴﻤﺎ ﻳﻠﻲ ﺑﻌﺾ ﺍﳌﻴﺰﺍﺕ ﺍﻟﺘﻲ ﺗﻜﺴﺐ ﻣﻮﺿﻮﻉ ﻣﺎ ﺃﻫﻤﻴﺔ ﺇﻋﻼﻣﻴﺔ‪:‬‬ ‫ﻣﺴﺘﺠﺪﺍ؛‬ ‫ﺃﻥ ﻳﻜﻮﻥ ﺍﳌﻮﺿﻮﻉ‬ ‫ً‬ ‫‪ŏ‬‬ ‫‪đŏ‬‬ ‫ﺇﻧﺴﺎﻧﻴﺎ )ﻋﻠﻰ ﺳﺒﻴﻞ ﺍﳌﺜﺎﻝ ﺃﺷﺨﺎﺹ ﺃﻭ ﺟﻤﺎﻋﺎﺕ ﺗﻮﺍﺟﻪ ﻭ‬ ‫ﺑﻌﺪﺍ‬ ‫ﺃﻥ ﻳﺴﺮﺩ ﻗﺼﺔ ﺗﺸﻤﻞ ً‬ ‫ً‬ ‫‪ŏ‬‬ ‫‪đŏ‬‬ ‫ﺗﻘﺎﻭﻡ ﺍﻟﺸﺪﺍﺋﺪ – ﻓﻲ ﺗﺮﺍﺑﻂ ﻣﻊ ﺍﻟﻈﺮﻭﻑ ﺍﳌﺤﻠﻴﺔ ﺃﻭ ﺍﻟﻮﻃﻨﻴﺔ ﺃﻭ ﺍﻟﻌﺎﳌﻴﺔ(؛‬ ‫ﺃﻥ ﻳﺸﻤﻞ ﺍﳌﻮﺿﻮﻉ ﻋﺪﺩ ﻛﺒﻴﺮ ﻣﻦ ﺍﻟﻨﺎﺱ )ﻣﻤﺎ ﻗﺪ ﻳﻌﻨﻲ ﻣﻮﺿﻮﻉ ﻣﺮﺗﺒﻂ ﺑﺠﺪﻭﻝ‬ ‫‪ŏ‬‬ ‫‪đŏ‬‬ ‫ﺃﻋﻤﺎﻝ ﺍﻟﺘﻨﻤﻴﺔ ﺑﻌﺪ ﻋﺎﻡ ‪ ،2015‬ﻣﺠﻤﻮﻋﺔ ﺃﻭ ﺃﻣﺔ ﻣﺘﻀﺮﺭﺓ ﺑﻔﻌﻞ ﺳﻴﺎﺳﺔ‪ ،‬ﺃﻭ ﺗﺄﺛﺮ ﺳﻜﺎﻥ‬ ‫ﺍﻟﻌﺎﻟﻢ ﺑﺈﺣﺪﻯ ﺍﻹﺟﺮﺍﺀﺍﺕ ﺍﳌﺘﺨﺬﺓ ﻓﻲ ﺇﻃﺎﺭ ﺍﻟﺘﻨﻤﻴﺔ ﺍﳌﺴﺘﺪﺍﻣﺔ(؛‬ ‫ﺃﻥ ﻳﻜﻮﻥ ﺍﳌﻮﺿﻮﻉ ﻏﻴﺮ ﺍﻋﺘﻴﺎﺩﻱ؛‬ ‫‪ŏ‬‬ ‫‪đŏ‬‬ ‫ً‬ ‫ﻏﺎﻣﻀﺎ؛‬ ‫ﺃﻥ ﻳﻜﻮﻥ‬ ‫‪ŏ‬‬ ‫‪đŏ‬‬ ‫ﺗﺄﺟﻴﺮ ﺷﺨﺺ ﻣﺸﻬﻮﺭ ﻟﺪﻋﻢ ﺍﻟﺤﻤﻠﺔ ﻭﺃﻫﺪﺍﻓﻬﺎ؛‬ ‫‪ŏ‬‬ ‫‪đŏ‬‬ ‫ﻣﺼﺎﺩﻓﺔ ﺍﻟﺬﻛﺮﻯ ﺍﻟﺴﻨﻮﻳﺔ ﻟﺤﺪﺙ ﻣﺎ ﺃﻭ ﺭﺑﻂ ﺍﻟﺼﻠﺔ ﺑﺤﺪﺙ ﻛﺒﻴﺮ )ﻋﻠﻰ ﺳﺒﻴﻞ ﺍﳌﺜﺎﻝ ﺭﻳﻮ‪(+20‬؛‬ ‫‪ŏ‬‬ ‫‪đŏ‬‬ ‫ﺍﻹﺷﺎﺭﺓ ﻟﻠﺤﺼﻮﻝ ﻋﻠﻰ ﺟﻮﺍﺋﺰ ﻭﻣﻜﺎﻓﺂﺕ؛‬ ‫‪ŏ‬‬ ‫‪đŏ‬‬ ‫ﺍﻹﺷﺎﺭﺓ ﻟﻨﺘﺎﺋﺞ ﻫﺎﻣﺔ ﺃﻭ ﺗﻐﻴﻴﺮﺍﺕ ﻓﻲ ﺍﻟﺴﻠﻮﻙ ﺃﻭﻓﻲ ﺍﻟﺴﻴﺎﺳﺔ ﺍﳌﺘﺒﻌﺔ؛‬ ‫‪ŏ‬‬ ‫‪đŏ‬‬

‫ﺃﻫﻢ ﺍﻟﻨﻘﺎﻁ‬ ‫‪ŏđ‬‬ ‫‪ŏŏ‬‬ ‫‪ŏđ‬‬ ‫‪ŏŏ‬‬ ‫‪12‬‬

‫ﻋﻠﻴﻚ ﺃﻥ ﺗﻜﻮﻥ ﻋﻠﻰ ﻣﻌﺮﻓﺔ ﺑﺎﻵﺟﺎﻝ ﺍﻟﺨﺎﺻﺔ ﺑﺎﻟﺼﺤﻔﻴﻴﻦ ﻭﺃﻻ ﺗﻨﺴﺎﻫﺎ ﻟﻐﺮﺽ‬ ‫ﻣﻮﺍﻓﺎﺗﻬﻢ ﺑﺎﳌﻌﻠﻮﻣﺎﺕ‪ ،‬ﺃﻭ ﺍﻟﻘﻴﺎﻡ ﺑﺎﳌﻘﺎﺑﻠﺔ ﻓﻲ ﺍﻹﺑﺎﻥ؛‬ ‫ﺣﺪﺩ ﺍﻷﺟﻬﺰﺓ ﺍﻹﻋﻼﻣﻴﺔ ﺍﻟﺘﻲ ﺗﺼﻞ ﺇﻟﻰ ﺍﻟﺠﻤﺎﻫﻴﺮ ﺍﻟﺘﻲ ﺗﺴﺘﻬﺪﻓﻬﺎ ﺃﻧﺖ ﻋﻠﻰ ﺍﻟﺼﻌﻴﺪ‬ ‫ﺍﳌﺤﻠﻲ ﺃﻭ ﺍﻟﻮﻃﻨﻲ ﺃﻭ ﺍﻟﺪﻭﻟﻲ؛‬

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‫ﺍﻻﺗﺼﺎﻝ‬ ‫ﺑﺎﻟﺼﺤﻔﻴﻴﻦ‬

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‫ﻗﺒﻞ ﺍﻟﺴﻌﻲ ﻟﻼﻟﺘﻘﺎﺀ ﺑﺈﺣﺪﻯ ﺍﻟﻮﺳﺎﺋﻞ ﺍﻹﻋﻼﻣﻴﺔ‪ ،‬ﻋﻠﻴﻚ ﺃﻥ ﺗﺠﻤﻊ ﺑﻄﺮﻳﻘﺔ ﻣﻨﻈﻤﺔ ﺃﻛﺒﺮ ﻗﺪﺭ ﻣﻦ‬ ‫ﺍﳌﻌﻠﻮﻣﺎﺕ ﻋﻦ ﺍﻟﺼﺤﻔﻴﻴﻦ‪ ،‬ﺍﻟﺬﻳﻦ ﺗﻨﻮﻱ ﺍﻟﺘﺤﺪﺙ ﺍﻟﻴﻬﻢ ﻭﺑﻨﺎﺀ ﻋﻼﻗﺔ ﻣﻌﻬﻢ‪.‬‬

‫ﺍﳌﺪﻭﻧﻮﻥ ﻫﻢ ﺃﻳﻀﺎ ﺻﺤﻔﻴﻮﻥ !!!‬ ‫ﻋﻠﻴﻚ ﺃﻻ ﺗﻈﻦ ﺃﻥ ﺟﻤﻴﻊ ﻭﺳﺎﺋﻞ ﺍﻹﻋﻼﻡ‬ ‫ﺗﻨﺘﻤﻲ ﻟﺸﺮﻛﺎﺕ ﻛﺒﻴﺮﺓ ﺍﻟﺤﺠﻢ‪ .‬ﻭ ﻳﻤﻜﻦ‬ ‫ﻟﻠﺼﺤﻔﻴﻴﻦ ﺍﻟﻌﻤﻞ ﻟﻌﺪﺓ ﻣﻨﺸﻮﺭﺍﺕ ﻭﺃﻥ‬ ‫ﻳﻜﻮﻥ ﻟﻬﻢ ﻣﻮﻗﻊ ﻭﻳﺐ ﺧﺎﺹ ﺑﻬﻢ ﺃﻭ ﻣﺪﻭﻧﺔ‬ ‫)ﻭﻫﻮ ﻧﻮﻉ ﻣﻦ ﺍﻟﻴﻮﻣﻴﺎﺕ ﻋﻠﻰ ﺍﻹﻧﺘﺮﻧﺖ(‪.‬‬

‫ﺃﻫﻢ ﺍﻟﻨﻘﺎﻁ‬ ‫‪ŏđ‬‬ ‫‪ŏđ‬‬ ‫‪ŏ‬‬ ‫‪ŏđ‬‬ ‫‪ŏđ‬‬ ‫‪ŏđ‬‬

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‫‪ŏ‬ﺍﺟﻤﻊ ﺍﳌﻌﻠﻮﻣﺎﺕ ﻋﻦ ﺍﻟﺼﺤﻔﻴﻴﻦ ﺑﻄﺮﻳﻘﺔ ﻣﻨﻬﺠﻴﺔ‪.‬‬ ‫ﺍﺳﺘﺨﺪﻡ ﻣﺤﺮﻛﺎﺕ ﺍﻟﺒﺤﺚ ﻓﻲ ﺍﻹﻧﺘﺮﻧﺖ ﻟﻠﻌﺜﻮﺭ ﻋﻠﻰ ﺍﳌﻮﺍﺿﻴﻊ ‪ /‬ﺍﻷﺧﺒﺎﺭ ﺍﳌﻤﺎﺛﻠﺔ‬ ‫ﻭﺍﻟﺼﺤﻔﻴﻴﻦ ﻭﺍﳌﺪﻭﻧﻴﻦ ﺍﻟﺬﻳﻦ ﻳﺘﻮﻟﻮﻥ ﺗﺤﺮﻳﺮﻫﺎ‪.‬‬ ‫ﺗﺤﺪﻳﺪﺍ‪ .‬ﻋﻠﻰ ﺳﺒﻴﻞ ﺍﳌﺜﺎﻝ‪،‬‬ ‫‪ŏ‬ﻗﻢ ﺑﻤﺨﺘﻠﻒ ﺃﺷﻜﺎﻝ ﻭ ﺻﻴﻎ ﺍﻟﺒﺤﺚ ﻟﻠﻌﺜﻮﺭ ﻋﻠﻰ ﻧﺘﺎﺋﺞ ﺃﻛﺜﺮ‬ ‫ً‬ ‫ﻗﺴﻤﺎ ﻟﻸﺧﺒﺎﺭ ﻳﻤﻜﻨﻚ ﺍﻟﻮﺻﻮﻝ ﺇﻟﻴﻪ ﻓﻲ ﺃﻋﻠﻰ ﺻﻔﺤﺘﻬﺎ ﺍﻟﺮﺋﻴﺴﻴﺔ ﻭ‬ ‫ﻳﺘﻀﻤﻦ ﻣﺤﺮﻙ ﺟﻮﺟﻞ‬ ‫ً‬ ‫ﺍﺳﺘﺨﺪﺍﻣﻪ ﻛﺼﻔﺤﺔ ﺭﺋﻴﺴﻴﺔ ﻷﻏﺮﺍﺽ ﺍﻟﺒﺤﺚ ﻭ ﻓﺮﺯ ﺍﻟﻨﺘﺎﺋﺞ‪.‬‬ ‫ﺍﺗﺼﻞ ﻣﺒﺎﺷﺮﺓ ﺑﺎﻟﺼﺤﻔﻴﻴﻦ‪ .‬ﻻ ﺗﻘﺘﺼﺮ ﻋﻠﻰ ﻣﺮﺍﺳﻠﺔ "ﻣﺼﻠﺤﺔ ﺍﻹﻋﻼﻡ‪".‬‬ ‫ﺍﻃﻠﺐ ﻣﻦ ﺍﻟﺼﺤﻔﻴﻴﻦ ﺇﻋﻼﻣﻚ ﺑﻤﺠﺎﻻﺕ ﺍﻫﺘﻤﺎﻣﻬﻢ‪ ،‬ﺍﺣﺘﻔﻆ ﺑﻤﻠﺤﻮﻇﺔ ﻓﻲ ﺫﻟﻚ ﻟﻠﺮﺟﻮﻉ‬ ‫ﺇﻟﻴﻬﺎ ﻓﻲ ﺍﳌﺴﺘﻘﺒﻞ‪.‬‬

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‫ﺍﻟﻌﻤﻞ‬ ‫ﻣﻊ‬ ‫ﺍﻟﺼﺤﻔﻴﻴﻦ‬ ‫‪15‬‬

‫ﻻ ﻳﻜﻔﻲ ﺃﻥ ﺗﻨﻘﻞ ﺍﳌﻌﻠﻮﻣﺎﺕ ﻟﻠﺼﺤﻔﻴﻴﻦ ﻋﻠﻰ ﺃﻣﻞ ﺃﻧﻬﻢ ﺳﻴﺴﺘﺨﺪﻣﻮﻧﻬﺎ‪.‬‬

‫ﻣﺎ ﻣﻦ ﺻﺤﻔﻲ ﻳﺮﻏﺐ ﺃﻥ ﻳﻌﺎﻣﻞ ﻭﻛﺄﻧﻪ ﺁﻟﺔ ﻹﻧﺘﺎﺝ ﺍﻟﺮﺳﺎﺋﻞ ﺍﻹﺷﻬﺎﺭﻳﺔ‬ ‫ﺗﻮﻗﻊ ﺃﻥ ﻳﻜﻮﻥ ﻟﻚ ﻣﺤﺎﺩﺛﺔ ﺑﻨّ ﺎﺀﺓ ﻣﻊ ﺍﻟﺼﺤﻔﻴﻴﻦ ﻭﺯﻭﺩﻫﻢ ﺑﺎﻟﺤﺠﺞ ﺍﻟﺘﻲ ﻳﻤﻜﻦ ﺃﻥ ﺗﺴﺎﻋﺪﻫﻢ ﻋﻠﻰ ﻧﻴﻞ‬ ‫ﻣﻮﺍﻓﻘﺔ ﺭﺋﻴﺲ ﺍﻟﺘﺤﺮﻳﺮ ﻋﻠﻰ ﺍﳌﻮﺿﻮﻉ‪ .‬ﻭﻳﺘﻌﻴﻦ ﻋﻠﻰ ﺍﻟﺼﺤﻔﻲ ﻓﻲ ﻛﺜﻴﺮ ﻣﻦ ﺍﻷﺣﻴﺎﻥ ﺇﻗﻨﺎﻉ ﺭﺋﻴﺲ ﺍﻟﺘﺤﺮﻳﺮ‬ ‫)ﺭﺋﻴﺴﻪ( ﺃﻥ ﺍﳌﻮﺿﻮﻉ ﺻﺎﻟﺢ ﻟﻠﻨﺸﺮ‪ .‬ﺣﺎﻭﻝ ﺍﻟﻌﻤﻞ ﻣﻊ ﺍﻟﺼﺤﻔﻲ ﻟﺘﺤﺪﻳﺪ ﺃﻛﺜﺮ ﺍﻟﺠﻮﺍﻧﺐ ﺟﺎﺫﺑﻴﺔ ﻟﻬﺬﺍ‬ ‫ﺍﳌﻮﺿﻮﻉ‪.‬‬ ‫ﻭﻳﺠﺐ ﻋﻠﻴﻚ ﻟﻬﺬﺍ ﺍﻟﻐﺮﺽ ﺃﻥ ﺗﻜﻮﻥ‪:‬‬ ‫‪đŏ‬‬ ‫‪đŏ‬‬ ‫‪đŏ‬‬ ‫‪đŏ‬‬

‫‪ًŏ‬‬ ‫ﻟﺒﻘﺎ‬ ‫ﻣﻬﺬًﺑﺎ‬ ‫‪ŏ‬‬ ‫ﺻﺮﻳﺤﺎ‬ ‫‪ً ŏ‬‬ ‫‪ً ŏ‬‬ ‫ﺻﺎﺩﻗﺎ‬

‫ﺃﻫﻢ ﺍﻟﻨﻘﺎﻁ‬ ‫ﻋﻠﻰ ﺍﻟﺼﺤﻔﻲ ﻓﻲ ﻛﺜﻴﺮ ﻣﻦ ﺍﻷﺣﻴﺎﻥ ﺇﻗﻨﺎﻉ ﺭﺋﻴﺲ ﺍﻟﺘﺤﺮﻳﺮ )ﺭﺋﻴﺴﻪ( ﺃﻥ ﺍﳌﻮﺿﻮﻉ‬ ‫‪ŏ ŏđ‬ﻳﺘﻌﻴﻦ ‪ŏ‬‬ ‫ﺻﺎﻟﺢ ﻟﻠﻨﺸﺮ‪ .‬ﺇﺫﴽ‪ ،‬ﺣﺎﻭﻝ ﺍﻟﻌﻤﻞ ﻣﻌﻪ ﻟﺘﺤﺪﻳﺪ ﺃﻛﺜﺮ ﺍﻟﺠﻮﺍﻧﺐ ﺟﺎﺫﺑﻴﺔ ﻟﻠﻤﻮﺿﻮﻉ ﺃﻭ ﺍﻟﺨﺒﺮ ﺍﻟﺨﺎﺹ ﺑﻚ‪.‬‬ ‫‪ŏ‬‬ ‫‪ŏ ŏđ‬ﻃﻮﺭ ﻋﻼﻗﺎﺗﻚ ﺍﳌﻬﻨﻴﺔ ﻣﻊ ﺍﻟﺼﺤﻔﻴﻴﻦ ﻋﻠﻰ ﻣﺮ ﺍﻟﺰﻣﻦ‪ .‬ﻗﻢ ﺑﺈﻋﻼﻣﻬﻢ ﺑﻤﺎ ﺗﺸﺘﻐﻞ ﺑﻪ ﻗﺒﻞ‬ ‫ﺃﻥ ﺗﻔﻜﺮ ﻓﻲ ﻣﻮﺍﺿﻴﻊ ﺇﻋﻼﻣﻴﺔ‪ ،‬ﻭ ﻳﻤﻜﻦ ﺃﻥ ﻳﺘﻢ ﺫﻟﻚ ﻋﻠﻰ ﺳﺒﻴﻞ ﺍﳌﺜﺎﻝ ﻣﻦ ﺧﻼﻝ ﺩﻋﻮﺗﻬﻢ‬ ‫ﺇﻟﻰ ﺍﻟﺘﻈﺎﻫﺮﺍﺕ ﺍﻟﺘﻲ ﺗﻨﻈﻤﻬﺎ‪.‬‬ ‫‪ ŏđ‬ﻋﻠﻴﻚ ﺃﻥ ﺗﺴﻌﻰ ﳌﻌﺮﻓﺔ ﻧﻮﻋﻴﺔ ﺍﳌﻮﺍﺿﻴﻊ ﺍﻟﺘﻲ ﻳﻮﺩﻭﻥ ﺗﻨﺎﻭﻟﻬﺎ‪.‬‬

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‫ﺍﻟﺒﻴﺎﻧﺎﺕ‬ ‫ﺍﻟﺼﺤﻔﻴﺔ‬

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‫ﺍﻟﺒﻴﺎﻥ ﺻﺤﻔﻲ ﺭﺳﺎﻟﺔ ﻣﻜﺘﻮﺑﺔ ﺃﻭ ﻣﺴﺠﻠﺔ ﻣﻮﺟﻬﺔ ﺇﻟﻰ ﺍﻟﻌﺎﻣﻠﻴﻦ ﻓﻲ ﻣﺠﺎﻝ ﺍﻟﺼﺤﺎﻓﺔ‪ ،‬ﻟﻐﺮﺽ ﺍﻹﻋﻼﻥ ﻋﻦ‬ ‫ﺷﻲﺀ ﺗﺮﻏﺐ ﺃﻥ ﻳﺤﻈﻰ ﺑﺎﻟﺘﻐﻄﻴﺔ‪.‬‬

‫ﻋﻠﻰ ﺍﻟﺒﻴﺎﻥ ﺍﻟﺼﺤﻔﻲ ﺃﻥ ﻳﺠﻴﺐ ﻋﻠﻰ ﺍﻷﺳﺌﻠﺔ ﺍﻟﺘﺎﻟﻴﺔ‪:‬‬ ‫ﻣﻦ؟ ﳌﺎﺫﺍ؟ ﻣﺎﺫﺍ؟ ﻣﺘﻰ؟ ﺃﻳﻦ؟ ﻛﻴﻒ؟‬

‫?‬ ‫ﺃﻫﻢ ﺍﻟﻨﻘﺎﻁ‬ ‫‪ŏđ‬‬ ‫‪ŏđ‬‬ ‫‪ŏđ‬‬ ‫‪ŏđ‬‬ ‫‪ŏđ‬‬

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‫ﺻﺤﻔﻴﺎ؟‬ ‫ﺧﺒﺮﺍ ﺃﻭ ﺑﻴﺎًﻧﺎ‬ ‫‪ŏ‬ﻫﻞ‬ ‫ّ‬ ‫ً‬ ‫ﻳﻌﺪ‪ ŏ‬ﺍﻹﻋﻼﻥ ً‬ ‫ﺣﺪﺩ ً‬ ‫ﺃﻭﻻ ﺟﻤﻬﻮﺭﻙ ﺍﳌﺴﺘﻬﺪﻑ‪.‬‬ ‫ّ‬ ‫ﻭﺍﺿﺤﺎ ﻟﻠﻤﻮﺿﻮﻉ‪.‬‬ ‫ﺎ‬ ‫ﺗﻘﺪﻳﻤ‬ ‫ﺍﻟﺼﺤﻔﻲ‬ ‫ﺍﻟﺒﻴﺎﻥ‬ ‫ﻣﻦ‬ ‫ﺍﻟﻌﻠﻮﻱ‬ ‫ﺍﻟﺠﺰﺀ‬ ‫ﻳﺘﻀﻤﻦ‬ ‫ﺃﻥ‬ ‫ﻳﺠﺐ‬ ‫ً‬ ‫ً‬ ‫‪ŏ‬‬ ‫ﻭﻣﺒﺎﺷﺮﺍ‪.‬‬ ‫ﻗﺼﻴﺮﺍ‬ ‫ﻳﺠﺐ ﺃﻥ ﻳﻜﻮﻥ ﺍﻟﺒﻴﺎﻥ ﺍﻟﺼﺤﻔﻲ‬ ‫ً‬ ‫ً‬ ‫ﻻ ﺗﺮﺳﻞ ﺍﻟﺒﻴﺎﻥ ﺍﻟﺼﺤﻔﻲ ﺳﻮﻯ ﻟﻠﺼﺤﻔﻴﻴﻦ ﺃﻭ ﻭﺳﺎﺋﻞ ﺍﻹﻋﻼﻡ ﺍﻟﺘﻲ ﻳﻤﻜﻦ ﺃﻥ ﺗﺼﻞ ﺇﻟﻰ‬ ‫ﺟﻤﻬﻮﺭﻙ ﺍﳌﺴﺘﻬﺪﻑ‪.‬‬

‫ﻧﻤﻮﺫﺝ ﺇﻋﺪﺍﺩ ﺑﻴﺎﻥ ﺻﺤﻔﻲ‬ ‫ﳌﻦ ﻳﺘﻮﺟﻪ ﺍﻟﺒﻴﺎﻥ ﺍﻟﺼﺤﻔﻲ )ﺻﺤﻴﻔﺔ ﻣﺘﺨﺼﺼﺔ؟ ﺻﺤﻴﻔﺔ ﻣﺤﻠﻴﺔ؟ ﺇﻟﺦ‪:(.‬‬

‫ﻣﺎ ﻫﻮ ﺍﻟﻬﺪﻑ ﻣﻦ ﺍﻟﺒﻴﺎﻥ ﺍﻟﺼﺤﻔﻲ )ﺃﻱ ﺗﺴﻠﻴﻂ ﺍﻟﻀﻮﺀ ﻋﻠﻰ ﻣﺆﺳﺴﺘﻜﻢ ﻭﺃﻧﺸﻄﺘﻬﺎ؟ ﺇﻟﺦ‪:(.‬‬

‫ﻣﺎ ﻫﻮ ﻋﻨﻮﺍﻥ ﺍﻟﺒﻴﺎﻥ ﺍﻟﺼﺤﻔﻲ ﻭﻣﻮﺿﻮﻋﻪ؟ ﻣﺎﺫﺍ ﻳﻨﺎﻗﺶ ﻣﻦ ﺟﺪﻳﺪ؟‪:‬‬

‫ﺗﺎﺭﻳﺦ ﻧﺸﺮﻩ؟‪:‬‬

‫ﻫﻞ ﻳﺨﻀﻊ ﻟﻠﺤﻈﺮ ﻣﺎ ﻗﺒﻞ ﺍﻟﻨﺸﺮ؟‪:‬‬

‫ﺗﻀﻤﻴﻦ ﻣﻘﻮﻟﺔ؟‪:‬‬

‫ّ‬ ‫ﺍﳌﻜﻠﻒ ﺑﺎﻻﺗﺼﺎﻝ‪:‬‬ ‫ﺍﻟﺸﺨﺺ‬

‫ﺍﳌﺘﺎﺑﻌﺔ؟‪:‬‬

‫ﻣﻌﻠﻮﻣﺎﺕ ﻣﻔﻴﺪﺓ ﺃﺧﺮﻯ‪:‬‬

‫ﻣﺎ ﻫﻲ ﺍﻟﺮﺳﺎﺋﻞ ﺍﻟﺮﺋﻴﺴﻴﺔ ﺍﻟﺘﻲ ﻳﻨﻘﻠﻬﺎ ﻫﺬﺍ ﺍﻟﺒﻴﺎﻥ ﺍﻟﺼﺤﻔﻲ؟‪:‬‬

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‫ﺍﻟﻤﻘﺎﺑﻼﺕ‬ ‫ﺍﻟﺼﺤﻔﻴﺔ‬

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‫ﻣﺜﻴﺮﺍ ﻟﻠﺨﺸﻴﺔ‪ .‬ﻏﻴﺮ ﺃﻧﻪ‬ ‫ﻗﺪ ﻳﻜﻮﻥ ﺇﺟﺮﺍﺀ ﻣﻘﺎﺑﻠﺔ ﺻﺤﻔﻴﺔ ﻣﻊ ﺇﺣﺪﻯ ﻭﺳﺎﺋﻞ ﺍﻹﻋﻼﻡ ﺍﻟﺴﻤﻌﻴﺔ ﻭﺍﻟﺒﺼﺮﻳﺔ‬ ‫ً‬ ‫ﻳﻨﺒﻐﻲ ﻋﻠﻴﻚ ﺃﻻ ﺗﻨﺴﻰ ﺃﻧﻚ ﺍﻟﺸﺨﺺ ﺍﳌﺘﺨﺼﺺ ﻭﺃﻧﻚ ﺩﻋﻴﺖ ﻋﻠﻰ ﺫﻟﻚ ﺍﻷﺳﺎﺱ ﻟﻠﻤﻘﺎﺑﻠﺔ‪.‬‬

‫ﻭﺗﻤﺜﻞ ﺍﳌﻘﺎﺑﻠﺔ ﺇﻟﻰ ﺟﺎﻧﺐ ﺫﻟﻚ ﻓﺮﺻﺔ ﺟﻴﺪﺓ ﻟﻠﺤﺪﻳﺚ ﻋﻦ ﺍﻟﻌﻤﻞ ﺍﻟﺮﺍﺋﻊ ﺍﻟﺬﻱ ﺗﻘﻮﻡ ﺑﻪ ﻣﺆﺳﺴﺘﻚ ﺃﻭ ﻋﻦ‬ ‫ﺗﻌﺪ ﺍﳌﻘﺎﺑﻼﺕ ﺍﻟﺴﻤﻌﻴﺔ ﺍﻟﺒﺼﺮﻳﺔ ﺃﻛﺜﺮ ﺍﻟﻮﺳﺎﺋﻞ ﻣﻨﺎﺳﺒﺔ ﺑﻬﺬﺍ ﺍﻟﺼﺪﺩ‪ ،‬ﻷﻧﻚ ﺗﺤﻀﺮ‬ ‫ﺃﻫﻤﻴﺔ ﺗﺄﺛﻴﺮﻩ‪ .‬ﻭ‬ ‫ّ‬ ‫ﻭﺃﺧﻴﺮﺍ‪ ،‬ﻳﺠﺐ ﺍﻹﺷﺎﺭﺓ ﺇﻟﻰ ﺭﻏﺒﺔ ﺍﻟﺼﺤﻔﻲ ﺍﻟﺬﻱ ﻳﺘﻮﻟﻰ ﻣﺤﺎﻭﺭﺗﻚ‬ ‫ﺃﻗﻮﺍﻟﻚ‪.‬‬ ‫ﺗﺸﻮﻳﻪ‬ ‫ﺑﺎﻟﺘﺎﻟﻲ‬ ‫ﺷﺨﺼﻴﺎ ﻭﻳﺼﻌﺐ‬ ‫ً‬ ‫ً‬ ‫ﺟﻴﺪﺍ‪ ،‬ﻟﻀﻤﺎﻥ ﻣﻘﺎﺑﻠﺔ ﺃﻓﻀﻞ‪ .‬ﻭﻗﺪ ﻳﻄﻠﺐ ﻣﻨﻚ ﺗﺒﺮﻳﺮ ﺑﻌﺾ ﺍﻹﺟﺎﺑﺎﺕ‪ ،‬ﻭﻟﻜﻦ ﻟﻦ ﻳﺤﺎﻭﻝ‬ ‫ﺃﻥ ﻳﻜﻮﻥ ﺃﺩﺍﺀﻙ‬ ‫ً‬ ‫ﺍﻹﻳﻘﺎﻉ ﺑﻚ‪ ،‬ﺷﺮﻳﻄﺔ ﺃﻻ ﻳﺘﻌﻠﻖ ﺍﻷﻣﺮ ﺑﺘﺤﻘﻴﻖ ﻳﺪﻭﺭ ﺣﻮﻝ ﺃﻋﻤﺎﻝ ﻣﺸﻴﻨﺔ ﺃﻭ ﻣﺨﺎﻟﻔﺎﺕ ﺍﺭﺗﻜﺒﺘﻬﺎ ﺃﻭ ﺃﺷﻴﺎﺀ‬ ‫ﺗﺘﻮﻟﻰ ﺇﺧﻔﺎﺀﻫﺎ‪.‬‬

‫ﺃﻫﻢ ﺍﻟﻨﻘﺎﻁ‬ ‫ﺃﻥ ﺗﻌﺘﺒﺮ ﺃﻱ ﻣﻘﺎﺑﻠﺔ ﻣﻊ ﺇﺣﺪﻯ ﻭﺳﺎﺋﻞ ﺍﻹﻋﻼﻡ ﺍﻟﺴﻤﻌﻴﺔ ﻭﺍﻟﺒﺼﺮﻳﺔ ﻓﺮﺻﺔ‬ ‫‪ŏ ŏđ‬ﻋﻠﻴﻚ ‪ŏ‬‬ ‫ﻋﻈﻴﻤﺔ ﻟﻠﺪﻋﺎﻳﺔ ﳌﺆﺳﺴﺘﻚ‪.‬‬ ‫‪ŏ‬‬ ‫‪ّ ŏ ŏđ‬‬ ‫ﺭﻛﺰ ﻋﻠﻰ ﺇﻋﺪﺍﺩ ﺍﻟﺮﺳﺎﺋﻞ ﺍﻟﺮﺋﻴﺴﻴﺔ ﺍﻟﺘﻲ ﺗﺮﻳﺪ ﻧﻘﻠﻬﺎ‪.‬‬ ‫ً‬ ‫ﻣﺴﺒﻘﺎ‪ .‬ﻛﺮﺭ ﺍﻟﺠﻤﻞ ﺍﳌﻔﻴﺪﺓ ﻭﺟﻬﺰ ﺃﻣﺜﻠﺔ ﻟﻠﺘﺪﻟﻴﻞ ﻋﻠﻰ ﺭﺳﺎﺋﻠﻚ‬ ‫ﻣﻌﺪﺍ‬ ‫ﻧﺼﺎ‬ ‫‪ ŏđ‬ﻻ ﺗﺴﺮﺩ ً‬ ‫ً‬ ‫ﺍﻟﺮﺋﻴﺴﻴﺔ‪.‬‬ ‫‪ŏ‬‬

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‫ﺍﻟﺘﻈﺎﻫﺮﺍﺕ‬ ‫ﺍﻹﻋﻼﻣﻴﺔ‬ ‫ﻭ ﺍﻟﻤﺆﺗﻤﺮﺍﺕ‬ ‫ﺍﻟﺼﺤﻔﻴﺔ‬ ‫‪22‬‬

‫ﺑﺪﺀﺍ‬ ‫ﻫﻨﺎﻙ ﺍﻟﻌﺪﻳﺪ ﻣﻦ ﺍﻟﻄﺮﻕ ﻟﺘﻨﻈﻴﻢ ﺍﻟﺘﻈﺎﻫﺮﺍﺕ ﺍﻹﻋﻼﻣﻴﺔ ﻟﻐﺮﺽ ﺭﺑﻂ ﺍﻟﺼﻠﺔ ﺑﺎﻟﺼﺤﻔﻴﻴﻦ‪ .‬ﻭﻳﺘﻤﺜﻞ ﺫﻟﻚ ً‬ ‫ً‬ ‫ﻭﺻﻮﻻ ﺇﻟﻰ ﺍﺟﺘﻤﺎﻋﺎﺕ ﻭﻟﻘﺎﺀﺍﺕ ﺻﺤﻔﻴﺔ ﺃﻗﻞ ﺭﺳﻤﻴﺔ‪.‬‬ ‫ﻣﻦ ﻋﻘﺪ ﺍﳌﺆﺗﻤﺮﺍﺕ ﺍﻟﺼﺤﻔﻴﺔ ﺍﻟﺮﺳﻤﻴﺔ‬

‫ﺃﻫﻢ ﺍﻟﻨﻘﺎﻁ‬ ‫‪ŏđ‬‬ ‫‪ŏ‬‬ ‫‪ŏđ‬‬ ‫‪ŏđ‬‬ ‫‪ŏ‬‬ ‫‪ŏđ‬‬ ‫‪ŏđ‬‬ ‫‪ŏđ‬‬ ‫‪ŏđ‬‬

‫ﻓﻀﺎﺀ )ﻣﻜﺎﻥ؟( ﻣﻨﺎﺳﺐ ﻟﻬﺬﻩ ﺍﳌﻨﺎﺳﺒﺔ ﻭ ﺗﺄﻛﺪ ﺃﻧﻪ ﻛﺒﻴﺮ ﺑﻤﺎ ﻓﻴﻪ ﺍﻟﻜﻔﺎﻳﺔ‪،‬‬ ‫‪ŏ‬ﺍﺧﺘﺮ‬ ‫‪ŏ‬‬ ‫ﻭ ﻓﻴﻪ ﻣﺎ ﻳﻜﻔﻲ ﻣﻦ ﺍﳌﻘﺎﻋﺪ ﻭﺍﳌﻌﺪﺍﺕ‪.‬‬ ‫‪ŏ‬ﺍﺧﺘﺮ ﺍﻟﺘﺎﺭﻳﺦ ﻭﺍﻟﺘﻮﻗﻴﺖ ﺍﳌﻨﺎﺳﺐ ﻓﻴﻤﺎ ﻳﺘﻌﻠﻖ ﺑﻮﺳﺎﺋﻞ ﺍﻹﻋﻼﻡ ﻭﺍﻟﺠﻤﻬﻮﺭ ﺍﳌﺴﺘﻬﺪﻑ‪.‬‬ ‫ﻗﻢ ﺑﺈﻋﺪﺍﺩ "ﺑﺮﻧﺎﻣﺞ ﺍﻟﻨﺸﺎﻁ" ﻟﺘﺴﻬﻴﻞ ﺍﻟﺘﺨﻄﻴﻂ‪ .‬ﺍﺣﺮﺹ ﻋﻠﻰ ﺍﻟﺒﺪﺀ ﻓﻲ ﻭﻗﺖ ﻣﺒﻜﺮ ﻳﺴﺒﻖ‬ ‫ﺗﺎﺭﻳﺦ ﺍﻟﻨﺸﺎﻁ‪ ،‬ﻣﻊ ﺗﺪﻭﻳﻦ ﻛﻞ ﻣﺎ ﻳﺠﺐ ﺍﻟﻘﻴﺎﻡ ﺑﻪ ﻭ ﺑﻴﺎﻥ ﺗﻮﻗﻴﺘﻪ ﻭ ﺍﳌﺴﺆﻭﻝ ﻋﻦ ﺍﻟﺘﻨﻔﻴﺬ‪.‬‬ ‫ّ‬ ‫ﺳﻠﻢ ﻧﺴﺦ ﻣﻦ ﺍﻟﺒﺮﻧﺎﻣﺞ ﻟﺠﻤﻴﻊ ﺍﳌﺸﺎﺭﻛﻴﻦ ﻓﻲ ﺍﻟﻨﺸﺎﻁ ﺃﻭ ﻟﻜﻞ ﻣﻦ ﻳﺠﺐ ﺇﺣﺎﻃﺘﻪ ﺑﻤﺎ‬ ‫ﺗﻮﺟﻪ ﻟﻠﻤﺴﺆﻭﻝ ﻋﻦ ﺍﻟﻔﻀﺎﺀ )ﺍﳌﻜﺎﻥ؟(‪.‬‬ ‫ﻳﺤﺪﺙ‪ .‬ﺿﻊ ﻗﺎﺋﻤﺔ ﻣﻜﺘﻮﺑﺔ ﺑﺠﻤﻴﻊ ﺍﻻﺣﺘﻴﺎﺟﺎﺕ‬ ‫ّ‬ ‫‪ŏ‬ﺍﻋﻠﻢ ﺟﻤﻴﻊ ﺍﳌﺘﺪﺍﺧﻠﻴﻦ ﻓﻲ ﻭﻗﺖ ﻣﺒﻜﺮ ﻭ ﺗﻨﺎﻗﺶ ﻣﻌﻬﻢ ﺑﺸﺄﻥ ﻣﺤﺘﻮﻯ ﻣﺪﺍﺧﻼﺗﻬﻢ‬ ‫ﻟﺘﺠﻨﺐ ﺗﺮﺩﻳﺪ ﻧﻔﺲ ﺍﻷﻗﻮﺍﻝ ﻣﻦ ﻗﺒﻞ ﺷﺨﺼﻴﻦ‪.‬‬ ‫ﻭﻣﺪﻫﻢ ﺑﺒﻌﺾ‬ ‫‪ŏ‬ﻳﺠﺐ ﺃﻥ ﻳﺘﻢ ﺇﻋﻼﻡ ﺍﻟﻀﻴﻮﻑ ﻓﻲ ﻭﻗﺖ ﻣﺒﻜﺮ ﺑﻤﺨﺘﻠﻒ ﺃﺟﺰﺍﺀ ﺍﻟﺒﺮﻧﺎﻣﺞ‬ ‫ّ‬ ‫ﺍﻟﺘﻔﺎﺻﻴﻞ ﺑﺸﺄﻥ ﺍﳌﺘﺪﺍﺧﻠﻴﻦ‪ .‬ﻛﻤﺎ ﻳﺠﺐ ﺃﻥ ﺗﻜﻮﻥ ﺍﳌﻠﻔﺎﺕ ﺍﻟﺼﺤﻔﻴﺔ ﻭﻏﻴﺮﻫﺎ ﻣﻦ ﺍﳌﻌﻠﻮﻣﺎﺕ‬ ‫ﻣﺘﻮﻓﺮﺓ ﻓﻲ ﻧﻔﺲ ﺍﻟﻴﻮﻡ‪.‬‬ ‫‪ŏ‬ﻗﻢ ﺇﻥ ﺃﻣﻜﻦ ﺫﻟﻚ ﺑﺘﺴﺠﻴﻞ ﺍﻟﻀﻴﻮﻑ ﻓﻮﺭ ﻭﺻﻮﻟﻬﻢ ﻣﻤﺎ ﺳﻴﺘﻴﺢ ﻟﻚ ﻣﻌﺮﻓﺔ ﻣﻦ ﺣﻀﺮ ﻣﻊ‬ ‫ﺇﻋﻄﺎﺀ ﻃﺎﺑﻊ ﺭﺳﻤﻲ ﻭ ﳌﺴﺔ ﻣﻬﻨﻴﺔ‪ .‬ﻛﻤﺎ ﺃﻥ ﺍﺳﺘﺨﺪﺍﻡ ﺍﻟﺸﺎﺭﺍﺕ ﺳﻴﺰﻳﺪ ﻓﻲ ﺇﺑﺮﺍﺯ ﺍﻟﺼﺒﻐﺔ‬ ‫ﺍﻟﺮﺳﻤﻴﺔ ﻟﻠﻨﺸﺎﻁ‪.‬‬ ‫‪ŏ‬ﺍﻓﺤﺺ ﺟﻤﻴﻊ ﺍﳌﻴﻜﺮﻭﻓﻮﻧﺎﺕ ﻭﺍﳌﻌﺪﺍﺕ ﻟﻀﻤﺎﻥ ﻭﺟﻮﺩﻫﺎ ﻓﻲ ﻭﺿﻊ ﺍﺳﺘﺨﺪﺍﻡ )ﺍﺳﺘﻌﺪﺍﺩ؟(‬ ‫ﻗﺒﻞ ﺑﺪﺀ ﺍﻟﻨﺸﺎﻁ‪.‬‬

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‫ﺍﻟﺼﻮﺭ ﻭﻓﺮﺹ‬ ‫ﺍﻟﺘﻐﻄﻴﺔ‬ ‫ﺍﻟﻤﺼﻮﺭﺓ‬ ‫‪24‬‬

‫ﻣﻦ ﺷﺄﻥ ﺍﻟﺼﻮﺭ ﺍﻟﺠﻴﺪﺓ ﺃﻥ ﺗﺜﺮﻱ ﻣﻠﻔﻚ ﺍﻹﻋﻼﻣﻲ ﻭﺗﺠﻌﻠﻪ ﺃﻭﻓﺮ ﺣﻈﴼ ﻓﻲ ﺟﻠﺐ ﺍﻻﻧﺘﺒﺎﻩ‪.‬‬ ‫ﺇﻥ ﺑﻴﺎﻥ ﺻﺤﻔﻲ ﻳﺘﻀﻤﻦ ﺻﻮﺭﺓ ﺗﻢ ﺍﺧﺘﻴﺎﺭﻫﺎ ﺑﺸﻜﻞ ﺟﻴﺪ ﻳﺘﻤﺘﻊ ﺑﻔﺮﺻﺔ ﺃﻭﻓﺮ ﻟﻼﺳﺘﺨﺪﺍﻡ ﻣﻘﺎﺭﻧﺔ ﺑﺒﻴﺎﻥ‬ ‫ﺻﺤﻔﻲ ﻳﻔﺘﻘﺮ ﻷﻳﺔ ﺻﻮﺭﺓ‪ .‬ﻛﻤﺎ ﺳﻴﺘﻢ ﻣﻼﺣﻈﺔ ﺍﳌﻮﺿﻮﻉ ﺑﺴﻬﻮﻟﺔ ﺃﻛﺒﺮ ﻣﻦ ﻗﺒﻞ ﺍﻟﺠﻤﻬﻮﺭ ﺍﳌﺴﺘﻬﺪﻑ‬ ‫ﻣﻦ ﻗﺒﻠﻚ ﺇﺫﺍ ﻛﺎﻥ ﻣﺼﺤﻮًﺑﺎ ﺑﺼﻮﺭﺓ )ﺃﻭ ﻓﻴﺪﻳﻮ(‪.‬‬ ‫‪ŏ‬‬

‫‪đŏ‬‬

‫ﻗﻢ ﺑﺈﺣﺪﺍﺙ "ﻣﺨﺰﻭﻥ" ﻣﻦ ﺍﻟﺼﻮﺭ‪.‬‬ ‫‪ŏ‬‬

‫ﻓﻜﺮ ﻓﻲ ﺍﻟﺠﻤﻬﻮﺭ ﺍﳌﺴﺘﻬﺪﻑ‪:‬‬ ‫‪đŏ‬‬ ‫‪đŏ‬‬

‫ﻫﻞ ﺳﺘﻌﺰﺯ ﺍﻟﺼﻮﺭﺓ ﺍﻟﺮﺳﺎﻟﺔ ﺍﻟﺘﻲ ﺗﺮﻳﺪ ﺇﻳﺼﺎﻟﻬﺎ؟‬ ‫‪ŏ‬‬ ‫ﻫﻞ ﺳﺘﺴﺎﻋﺪ ﻋﻠﻰ ﺇﻇﻬﺎﺭ ﻣﺆﺳﺴﺘﻚ ﺃﻭ ﺃﻫﺪﺍﻓﻚ ﻣﻦ ﺯﺍﻭﻳﺔ ﺇﻳﺠﺎﺑﻴﺔ؟‬ ‫‪ŏ‬‬

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‫ﺍﻻﻓﺘﺘﺎﺣﻴﺎﺕ‬ ‫ﻭ ﺍﻟﺘﻘﺎﺭﻳﺮ‬ ‫ﺍﻹﺷﻬﺎﺭﻳﺔ‬ ‫ﺍﻻﻓﺘﺘﺎﺣﻴﺎﺕ‬ ‫‪26‬‬

‫ﺍﻻﻓﺘﺘﺎﺣﻴﺔ‬ ‫ﺍﻻﻓﺘﺘﺎﺣﻴﺔ ﻻ ﺗﻜﻮﻥ ﻣﺪﻓﻮﻋﺔ ﺍﻷﺟﺮ ﻓﻲ ﺟﻤﻴﻊ ﺍﻟﺤﺎﻻﺕ‪.‬‬

‫ﺍﳌﺰﺍﻳﺎ‪:‬‬ ‫‪đŏ‬‬ ‫‪đŏ‬‬

‫ﺍﻟﺠﻤﻬﻮﺭ ﻳﻤﻴﻞ ﺇﻟﻰ ﻣﻨﺢ ﺛﻘﺘﻪ ﻓﻲ ﺍﻻﻓﺘﺘﺎﺣﻴﺔ ﺇﺫﺍ ﻛﺎﻥ ﻟﺪﻳﻪ ﺛﻘﺔ ﻓﻲ ﺍﻟﺼﺤﻴﻔﺔ‪.‬‬ ‫‪ŏ‬‬ ‫ﻟﺴﺖ ﻣﻄﺎﻟﺒﺎ ﺑﺪﻓﻊ ﺛﻤﻦ‪.‬‬ ‫‪ŏ‬‬

‫ﺍﳌﺴﺎﻭﺉ‪:‬‬ ‫‪ŏ‬‬

‫‪đŏ‬‬

‫ﻻ‪ ŏ‬ﻳﻤﻜﻨﻚ ﺍﻟﺘﺤﻜﻢ ﻓﻲ ﺍﳌﺤﺘﻮﻯ‪ ،‬ﺇﻻ ﺇﺫﺍ ﻛﻨﺖ ﻗﺪ ﻃﻮﺭﺕ ﻋﻼﻗﺔ ﺟﻴﺪﺓ ﻣﻊ ﻣﺤﺮﺭ ﺍﻻﻓﺘﺘﺎﺣﻴﺔ‪.‬‬

‫ﺍﻟﺘﻘﺎﺭﻳﺮ ﺍﻹﺷﻬﺎﺭﻳﺔ‬ ‫‪ŏ‬‬

‫‪đŏ‬‬

‫ﻫﻮ ﺷﻜﻞ ﻣﻦ ﺃﺷﻜﺎﻝ ﺍﻟﺪﻋﺎﻳﺔ‪ ،‬ﻭ ﻳﺘﻌﻴﻦ ﻋﻠﻴﻚ ﺑﺎﻟﺘﺎﻟﻲ ﺧﻼﺹ ﺛﻤﻦ ﺍﳌﻜﺎﻥ ﺍﳌﺴﺘﺨﺪﻡ‪.‬‬ ‫‪ŏ‬‬

‫ﺍﳌﺰﺍﻳﺎ‪:‬‬ ‫‪đŏ‬‬ ‫‪đŏ‬‬

‫ﻳﻤﻜﻨﻚ ﺍﻟﺘﺤﻜﻢ ﻓﻲ ﺍﳌﺤﺘﻮﻯ‪.‬‬ ‫‪ŏ‬‬ ‫ﻳﻤﻜﻦ ﺍﻋﺘﺒﺎﺭ ﺍﻟﺘﻘﺮﻳﺮ ﺍﻹﺷﻬﺎﺭﻱ ﻛﻤﻨﺘﺞ ﳌﺆﺳﺴﺘﻜﻢ‪ ،‬ﺍﻷﻣﺮ ﺍﻟﺬﻱ ﻗﺪ ﻳﺪﻓﻊ ﺍﻟﺠﻤﻬﻮﺭ ﺇﻟﻰ‬ ‫‪ŏ‬‬ ‫ﺗﺼﺪﻳﻖ ﻣﺎ ﻭﺭﺩ ﻓﻴﻪ‪.‬‬

‫ﺍﳌﺴﺎﻭﺉ‪:‬‬ ‫‪đŏ‬‬ ‫‪đŏ‬‬

‫ﺍﻟﺘﻘﺮﻳﺮ ﺍﻹﺷﻬﺎﺭﻱ ﻳﺠﺐ ﺩﻓﻊ ﺛﻤﻨﻪ‪.‬‬ ‫‪ŏ‬‬ ‫ﺍﻟﺘﻘﺮﻳﺮ ﺍﻹﺷﻬﺎﺭﻱ ﺧﺪﻣﺔ ﺩﻋﺎﺋﻴﺔ‪ ،‬ﻣﻤﺎ ﻗﺪ ﻳﺤﻮﻝ ﺩﻭﻥ ﻣﻨﺤﻪ ﺛﻘﺔ ﻛﺒﻴﺮﺓ ﻣﻦ ﻗﺒﻞ ﺍﻟﺠﻤﻬﻮﺭ‬ ‫‪ŏ‬‬ ‫ﻣﻘﺎﺭﻧﺔ ﺑﺘﻘﺮﻳﺮ ﻣﻮﺿﻮﻋﻲ‪.‬‬

‫ﺃﻫﻢ ﺍﻟﻨﻘﺎﻁ‬ ‫‪ ŏđ‬ﺗﻌﺘﺒﺮ ﺍﻟﺘﻐﻄﻴﺔ ﺍﻟﺘﺤﺮﻳﺮﻳﺔ ﺃﻛﺜﺮ ﻣﻮﺿﻮﻋﻴﺔ ﻣﻦ ﺍﻹﺷﻬﺎﺭ ﻣﻤﺎ ﻳﻜﺴﺒﻬﺎ ﻓﻌﺎﻟﻴﺔ ﺃﻛﺒﺮ‪.‬‬ ‫‪ŏ ŏđ‬ﺍﻟﻌﻼﻗﺎﺕ ﺍﻟﺠﻴﺪﺓ ﻣﻊ ﻭﺳﺎﺋﻞ ﺍﻹﻋﻼﻡ ﺗﻴﺴﺮ ﻧﺸﺮ ﺍﻓﺘﺘﺎﺣﻴﺎﺕ ﺇﻳﺠﺎﺑﻴﺔ ﻭ ﻣﺤﺪﺛﺔ‪.‬‬

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‫ﺍﻟﺸﺒﻜﺎﺕ‬ ‫ﺍﻻﺟﺘﻤﺎﻋﻴﺔ‬

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‫ﺍﻟﺸﺒﻜﺎﺕ ﺍﻻﺟﺘﻤﺎﻋﻴﺔ ﻣﺜﻞ ﺍﻟﻔﻴﺴﺒﻮﻙ ﻭﺗﻮﻳﺘﺮ )ﻭﻏﻴﺮﻫﺎ( ﺃﺣﺪﺛﺖ ﺛﻮﺭﺓ ﻓﻲ ﻃﺮﻳﻘﺔ ﺍﻧﺨﺮﺍﻁ ﺍﻟﻨﺎﺱ ﻓﻲ‬ ‫ﻓﺮﺻﺎ ﻫﺎﺋﻠﺔ ﻟﺠﻤﻴﻊ ﺍﻷﻃﺮﺍﻑ ﺍﳌﻌﻨﻴﺔ‪.‬‬ ‫ﺍﻟﻘﻀﺎﻳﺎ ﻭﺍﻟﺘﻌﺒﻴﺮ ﻋﻦ ﺁﺭﺍﺋﻬﻢ‪ .‬ﻭﻫﻲ ﺗﻮﻓﺮ‬ ‫ً‬ ‫ﻣﻦ ﺍﻟﻨﺎﺣﻴﺔ ﺍﻟﻨﻈﺮﻳﺔ‪ ،‬ﺃﺻﺒﺢ ﺍﻟﺘﺤﺎﻭﺭ ﻭﺍﻟﺘﻔﺎﻋﻞ ﻣﻊ ﺍﳌﻌﺠﺒﻴﻦ ﺑﻚ‪/‬ﺃﻭ ﺍﳌﺆﻳﺪﻳﻦ ﺍﳌﺤﺘﻤﻠﻴﻦ ﺃﺳﻬﻞ ﻣﻦ ﺃﻱ‬ ‫ﻭﻗﺖ ﻣﻀﻰ‪ .‬ﻏﻴﺮ ﺃﻥ ﺍﻟﺸﺒﻜﺎﺕ ﺍﻻﺟﺘﻤﺎﻋﻴﺔ ﺗﺘﻀﻤﻦ ﺗﻮﻗﻌﺎﺕ ﻣﺨﺘﻠﻔﺔ ﻭﺗﺤﺪﻳﺎﺕ ﺟﺪﻳﺪﺓ‪.‬‬

‫ﺍﻟﺘﻮﺍﺻﻞ ﺍﳌﺒﺎﺷﺮ‬ ‫ﻋﻠﻰ ﻋﻜﺲ ﺍﻟﺼﺤﺎﻓﺔ ﺍﻟﺘﻲ ﻛﺎﻧﺖ ﺗﻤﺜﻞ ﺍﻟﺴﺒﻴﻞ ﺍﻟﻮﺣﻴﺪ ﻟﻠﻮﺻﻮﻝ ﺇﻟﻰ ﺍﻟﺠﻤﻬﻮﺭ‪ ،‬ﺃﺻﺒﺢ ﻟﺪﻳﻚ ﺍﻟﻴﻮﻡ ﻓﺮﺻﺔ‬ ‫ﻓﻌﺎﻝ‪ ،‬ﻳﺠﺐ ﺃﻥ ﺗﺄﺧﺬ ﺑﻌﻴﻦ ﺍﻻﻋﺘﺒﺎﺭ ﺑﻌﺾ‬ ‫ﺍﻟﻮﺻﻮﻝ ﺇﻟﻰ ﺍﻷﻓﺮﺍﺩ ﻣﺒﺎﺷﺮﺓ‪ .‬ﻭﻟﻀﻤﺎﻥ ﺃﻥ ﻳﺘﻢ ﺫﻟﻚ ﺑﺸﻜﻞ ّ‬ ‫ﺍﻟﻘﻮﺍﻋﺪ ﺍﻟﺬﻫﺒﻴﺔ ﻟﻠﺸﺒﻜﺎﺕ ﺍﻻﺟﺘﻤﺎﻋﻴﺔ‪.‬‬ ‫‪đŏ‬‬

‫ﺇﻥ ﺍﻷﻣﺮ ﻳﺘﻌﻠﻖ ﺑﺎﳌﺤﺎﺩﺛﺎﺕ‪ .‬ﻟﻢ ﻳﻌﺪ ﺍﻟﻨﺎﺱ ﻣﺘﻠﻘﻴﻦ ﺳﻠﺒﻴﻴﻦ ﻟﻸﺧﺒﺎﺭ ﻭﺍﳌﻌﻠﻮﻣﺎﺕ‬ ‫‪ŏ‬‬ ‫ﻭﺃﺻﺒﺤﻮﺍ ﻳﺮﻳﺪﻭﻥ ﺍﻹﺩﻻﺀ ﺑﺂﺭﺍﺋﻬﻢ‪ .‬ﻓﻬﻞ ﻳﻤﻜﻨﻚ ﺍﻟﺘﻮﺍﺻﻞ ﻣﺒﺎﺷﺮﺓ ﻣﻌﻬﻢ ﻭﺍﳌﺸﺎﺭﻛﺔ ﻓﻲ‬ ‫ﺍﳌﺤﺎﺩﺛﺎﺕ ﻋﺒﺮ ﺍﻹﻧﺘﺮﻧﺖ؟‬

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‫ﻋﻠﻴﻚ ﺃﻥ ﺗﻜﻮﻥ ﻧﺸﻴﻄﴼ‪ .‬ﻳﺠﺐ ﻋﻠﻴﻚ ﺃﻥ ﺗﺜﺒﺖ ﻣﻦ ﺧﻼﻝ ﺍﺳﺘﺨﺪﺍﻣﻚ ﻟﻠﺸﺒﻜﺎﺕ ﺍﻻﺟﺘﻤﺎﻋﻴﺔ‬ ‫‪ŏ‬‬ ‫ﻓﻌﻠﻴﺎ ﺑﻤﺎ ﺗﻘﻮﻡ ﺑﻪ‪ّ .‬‬ ‫ﺳﺮﻳﻌﺎ ﻣﺎ‬ ‫ﺇﻥ ﺣﺎﻟﺔ ﺍﻟﺠﻤﻮﺩ ﻭﺍﻧﻌﺪﺍﻡ ﺍﻟﺘﺤﺪﻳﺚ ﻟﻠﺤﺴﺎﺏ‬ ‫ﺃﻧﻚ ﻣﻠﺘﺰﻡ‬ ‫ً‬ ‫ً‬ ‫ﺗﻠﻘﻲ ﺑﻪ ﺇﻟﻰ ﺍﻟﻬﺎﻣﺶ ﻭ ﺗﻔﻘﺪﻩ ﻛﻞ ﺍﻟﺼﻼﺣﻴﺔ‪.‬‬

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‫ﺍﺧﺘﺮ ﺍﻟﺸﺒﻜﺎﺕ ﺍﻻﺟﺘﻤﺎﻋﻴﺔ ﺍﳌﻨﺎﺳﺒﺔ‪ .‬ﻓﻜﺮ ﻓﻲ ﺟﻤﻬﻮﺭﻙ ﺍﳌﺴﺘﻬﺪﻑ‪ :‬ﻫﻞ ﻳﺮﻳﺪﻭﻥ ﺍﻟﻨﺺ‪،‬‬ ‫‪ŏ‬‬ ‫ﺗﺒﺎﺩﻝ ﺍﻟﺼﻮﺭ‪ ،‬ﻛﺘﺎﺑﺔ ﺍﳌﻘﺎﻻﺕ‪ ،‬ﺃﻡ ﻏﻴﺮﻫﺎ‪...‬؟ ﺇﻥ ﻧﻘﺎﻁ ﺍﻟﻘﻮﺓ ﺗﺨﺘﻠﻒ ﻣﻊ ﺍﺧﺘﻼﻑ ﺍﻟﺸﺒﻜﺎﺕ‬ ‫ﺍﻻﺟﺘﻤﺎﻋﻴﺔ‪) .‬ﺭﺍﺟﻊ ﺍﳌﺮﺑﻊ ﻓﻲ ﻧﻬﺎﻳﺔ ﻫﺬﺍ ﺍﻟﺠﺰﺀ(‪.‬‬

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‫ﺑﻨﺎﺀ ﺍﻟﺜﻘﺔ‪ .‬ﺇﻥ ﺃﻓﻀﻞ ﺍﻟﻌﻼﻗﺎﺕ ﺗﺒﻨﻰ ﻋﻠﻰ ﺃﺳﺎﺱ ﺍﻻﺣﺘﺮﺍﻡ ﻭﺍﻟﺜﻘﺔ ﺍﳌﺘﺒﺎﺩﻟﻴﻦ ﻭﻫﺬﺍ ﻫﻮ‪.‬‬ ‫‪ŏ‬‬ ‫ﻣﺎ ﻳﺴﻌﻰ ﺇﻟﻴﻪ ﺍﻟﻨﺎﺱ ﻓﻲ ﺍﻟﺸﺒﻜﺎﺕ ﺍﻻﺟﺘﻤﺎﻋﻴﺔ‪ .‬ﻻ ﺗﻘﺘﺼﺮ ﺑﺎﻟﺘﺎﻟﻲ ﻋﻠﻰ ﺑﻴﻊ ﺍﻷﺷﻴﺎﺀ ﺃﻭ‬ ‫ﺇﺭﺳﺎﻝ ﻃﻠﺒﺎﺕ ﺍﻟﺪﻋﻢ؛ ﻃﻮﺭ ﻋﻠﻰ ﻣﺮ ﺍﻟﺰﻣﻦ ﻋﻼﻗﺎﺗﻚ ﻣﻊ ﻣﺴﺎﻧﺪﻳﻚ‪/‬ﺃﻧﺼﺎﺭﻙ ﻭﺣﻠﻔﺎﺅﻙ‪.‬‬

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‫ﺷﺒﻜﺎﺕ ﺍﻟﺘﻮﺍﺻﻞ ﺍﻻﺟﺘﻤﺎﻋﻴﺔ ﻭﺍﻟﺼﺤﻔﻴﻴﻦ‬ ‫ّ‬ ‫ﺗﻌﻠﻢ ﺍﻟﺼﺤﻔﻴﻮﻥ ﺍﻵﻥ ﺍﺳﺘﺨﺪﺍﻡ ﺍﻟﺸﺒﻜﺎﺕ ﺍﻻﺟﺘﻤﺎﻋﻴﺔ ﻛﻤﺼﺎﺩﺭ ﺇﺿﺎﻓﻴﺔ ﻟﻠﻤﻌﻠﻮﻣﺎﺕ‪ .‬ﻭﻫﻢ‬ ‫ﻟﻘﺪ‬ ‫ﻳﺴﺘﺨﺪﻣﻮﻥ ﺃﺩﻭﺍﺕ ﺍﻹﻧﺘﺮﻧﺖ )ﻣﻦ ﻗﺒﻴﻞ ‪ (hootsuite.com et tweetdeck.com‬ﻟﺘﺘﺒﻊ ﺑﻌﺾ ﺍﻟﻜﻠﻤﺎﺕ‬ ‫ﺍﳌﻔﺘﺎﺣﻴﺔ ﻭﺍﺳﺘﺨﺪﺍﻡ ﺍﳌﻌﻠﻮﻣﺎﺕ ﺍﻟﺘﻲ ﺗﻄﺎﺑﻖ ﻣﺠﺎﻝ ﺍﻫﺘﻤﺎﻡ ﺟﻤﻬﻮﺭﻫﻢ‪.‬‬ ‫ﺍﺣﺮﺹ ﻋﻠﻰ ﺍﻟﺘﻮﺍﺻﻞ ﻣﻊ ﺍﻟﺼﺤﻔﻴﻴﻦ ﺑﺪﺭﺟﺔ ﻻ ﺗﻘﻞ ﻋﻦ ﺗﻮﺍﺻﻠﻚ ﻣﻊ ﺍﻟﺠﻤﻴﻊ‪ .‬ﻭﻓّ ﺮ ﻟﻬﻢ ﺍﳌﻌﻠﻮﻣﺎﺕ ﺑﺸﺄﻥ‬ ‫ﺍﻟﺤﺴﺎﺑﺎﺕ ﺍﻟﺘﻲ ﺗﺴﺘﺨﺪﻣﻬﺎ ﻟﻠﺘﺤﺎﻭﺭ ﻣﻊ ﻣﺴﺎﻧﺪﻳﻚ‪/‬ﺃﻧﺼﺎﺭﻙ ﻭﺣﻠﻔﺎﺅﻙ ﺃﻭ ﻟﻺﻋﻼﻥ ﻋﻦ ﺁﺧﺮ ﺍﻷﺧﺒﺎﺭ ﻭﺍﻷﻧﺸﻄﺔ‬ ‫ﺷﺠﻊ ﺍﻟﺼﺤﻔﻴﻴﻦ ﻋﻠﻰ ﺍﳌﺸﺎﺭﻛﺔ ﻓﻲ ﺍﻟﺤﻮﺍﺭ ﻹﺛﺮﺍﺀ ﺍﳌﺤﺎﺩﺛﺎﺕ ﻋﺒﺮ ﺍﻹﻧﺘﺮﻧﺖ‪.‬‬ ‫ﺍﻟﺨﺎﺻﺔ ﺑﻚ‪.‬‬ ‫ّ‬

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‫ﺍﻟﻘﺮﺍﺀﺓ‪ ،‬ﺍﻟﺘﻌﻠﻴﻖ‪ ،‬ﻭﺍﻟﺮﺩ‬ ‫ﻣﺘﺪﺭﺟﺎ ﻟﻠﺘﻌﺮﻑ ﻋﻠﻰ‬ ‫ﻗﺪ ﺗﺒﺪﻭ ﺍﻟﺸﺒﻜﺎﺕ ﺍﻻﺟﺘﻤﺎﻋﻴﺔ ﻷﻭﻝ ﻭﻫﻠﺔ ﻣﺜﻴﺮﺓ ﻟﻠﺨﺸﻴﺔ‪ .‬ﻭﻋﻠﻴﻚ ﺃﻥ ﺗﻜﻮﻥ‬ ‫ً‬ ‫ﻭﻇﺎﺋﻔﻬﺎ ﻭ ﻋﺪﻡ ﺍﻟﺘﺄﺧﺮ ﻓﻲ ﻓﻌﻞ ﺍﻵﺗﻲ‪:‬‬ ‫‪đŏ‬‬

‫ﺍﻃﻠﺐ ﻣﻦ ﺃﺻﺪﻗﺎﺋﻚ ﻭﺯﻣﻼﺅﻙ ﻣﺎ ﻫﻲ ﺍﻟﺸﺒﻜﺎﺕ ﺍﻻﺟﺘﻤﺎﻋﻴﺔ ﺍﻟﺘﻲ ﻳﺴﺘﺨﺪﻣﻮﻧﻬﺎ‪ ،‬ﻭﺳﺒﺐ‬ ‫‪ŏ‬‬ ‫ﺍﺧﺘﻴﺎﺭﻫﻢ‪.‬‬

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‫ﺍﻗﺘﺼﺮ ﻛﻞ ﻣﺮﺓ ﻋﻠﻰ ﺷﺒﻜﺔ ﺍﺟﺘﻤﺎﻋﻴﺔ ﻭﺍﺣﺪﺓ ﻣﻦ ﺧﻼﻝ ﺍﻻﺗﺼﺎﻝ ﻣﻊ ﺍﻷﺻﺪﻗﺎﺀ ﻭﺍﻟﺰﻣﻼﺀ‪.‬‬ ‫‪ŏ‬‬ ‫ﺧﺬ ﻭﻗﺘﻚ‪ .‬ﺍﺳﺘﻜﺸﻔﻬﺎ ﺃﻭ ً‬ ‫ﻻ ﺣﺘﻰ ﺗﻔﻬﻢ ﻛﻴﻒ ﻳﺴﺘﺨﺪﻣﻬﺎ ﺍﻵﺧﺮﻳﻦ‪ .‬ﻗﻢ ﺑﺘﺪﻭﻳﻦ ﺍﳌﻴﺰﺍﺕ‬ ‫‪ŏ‬‬ ‫ﺍﻟﻬﺎﻣﺔ ﻟﻜﻞ ﺷﺒﻜﺔ‪.‬‬

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‫ﺑﻌﺪ ﺃﻥ ﺃﺻﺒﺤﺖ ﻃﺮﻳﻘﺔ ﺍﺳﺘﺨﺪﺍﻣﻬﺎ ﻣﺄﻟﻮﻓﺔ ﻟﺪﻳﻚ‪ ،‬ﺃﺿﻒ ﺍﻟﻌﻨﺎﺻﺮ ﻭﺍﻟﺘﻌﻠﻴﻘﺎﺕ ﺍﻟﺨﺎﺻﺔ ﺑﻚ‪ .‬ﺇﻥ‬ ‫‪ŏ‬‬ ‫ﺃﺳﺎﺳﺎ ﺇﻟﻰ ﺗﺒﺎﺩﻝ ﺍﳌﻮﺿﻮﻋﺎﺕ ﻭﺍﻵﺭﺍﺀ‪.‬‬ ‫ﺍﻟﺸﺒﻜﺎﺕ ﺍﻻﺟﺘﻤﺎﻋﻴﺔ ﺗﻬﺪﻑ‬ ‫ً‬

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‫ﺍﺳﺘﺨﺪﻡ ﺍﻟﺸﺒﻜﺎﺕ ﻟﻺﺣﺎﻟﺔ )ﺍﻟﺮﺑﻂ ﻣﻊ( ﺇﻟﻰ ﺍﳌﻮﺿﻮﻋﺎﺕ ﺫﺍﺕ ﺍﻟﺼﻠﺔ ﻓﻲ ﻣﻮﻗﻊ ﺁﺧﺮ ﻋﻠﻰ‬ ‫‪ŏ‬‬ ‫ﺍﻹﻧﺘﺮﻧﺖ‪ ،‬ﻭﺧﺎﺻﺔ ﻓﻴﻤﺎ ﻳﺘﻌﻠﻖ ﺑﺈﻧﺠﺎﺯﺍﺕ ﺍﳌﺆﺳﺴﺔ‪.‬‬

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‫ﺍﺳﺘﻔﺪ ﻣﻦ ﻧﻘﺎﻁ ﺍﻟﻘﻮﺓ ﻟﻠﺸﺒﻜﺔ ﺍﻻﺟﺘﻤﺎﻋﻴﺔ ﺍﻟﺘﻲ ﺗﺴﺘﺨﺪﻣﻬﺎ‪ .‬ﻋﻠﻰ ﺳﺒﻴﻞ ﺍﳌﺜﺎﻝ‪ ،‬ﺗﻮﻳﺘﺮ‬ ‫‪ŏ‬‬ ‫ﻳﻨﺎﺳﺐ ﺍﻟﺘﻌﻠﻴﻘﺎﺕ ﺍﻟﻘﺼﻴﺮﺓ )ﻭ ﻗﺪ ﺗﻜﻮﻥ ﺃﺣﻴﺎًﻧﺎ ﻭﻗﺤﺔ ﺑﻌﺾ ﺍﻟﺸﻲﺀ( ﺣﻮﻝ ﻗﻀﺎﻳﺎ ﺍﻟﺴﺎﻋﺔ‪،‬‬ ‫ﻋﻠﻰ ﻋﻜﺲ ﺑﻴﻨﺘﻴﺮﻳﺴﺖ ﺍﻟﺘﻲ ﺗﻌﻄﻲ ﻣﺴﺎﺣﺔ ﺃﻛﺒﺮ ﻟﻠﺼﻮﺭ‪.‬‬

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‫ﺇﻥ ﻛﻨﺖ ﺗﺴﺘﺨﺪﻡ ﺍﻟﻌﺪﻳﺪ ﻣﻦ ﺍﻟﺸﺒﻜﺎﺕ ﺍﻻﺟﺘﻤﺎﻋﻴﺔ‪ ،‬ﻗﻢ ﺑﺈﺩﺍﺭﺓ ﺟﻤﻴﻌﻬﻢ ﻣﻦ ﻧﻔﺲ‬ ‫‪ŏ‬‬ ‫ﺍﳌﻮﻗﻊ ﻣﻦ ﺧﻼﻝ ﺍﺳﺘﺨﺪﺍﻡ ﺃﺩﻭﺍﺕ ﻣﺜﻞ ‪ hootsuite.com‬ﺃﻭ ‪.tweetdeck.com‬‬

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‫ﻗﺪﻣﺎ‪.‬‬ ‫ﺇﺫﺍ ﻛﺎﻧﺖ ﺷﺒﻜﺔ ﻣﺎ ﻻ ﺗﻠﺒﻲ ﺍﺣﺘﻴﺎﺟﺎﺗﻚ‪ ،‬ﻗﻢ ﺑﻐﻠﻖ ﺣﺴﺎﺑﻚ ﻭﺍﻣﻀﻲ‬ ‫ً‬ ‫‪ŏ‬‬

‫‪đŏ‬‬

‫ﺍﻟﻠﻐﺔ ﻭ ﺍﻟﻨﺒﺮﺓ‬ ‫ﻏﺎﻟﺒﺎ ﻣﺎ ﺗﻜﻮﻥ ﺍﻟﻠﻐﺔ ﺍﳌﺴﺘﺨﺪﻣﺔ ﻓﻲ ﺍﻟﺸﺒﻜﺎﺕ ﺍﻻﺟﺘﻤﺎﻋﻴﺔ ﺇﻟﻰ ﺣﺪ ﻣﺎ ﻏﻴﺮ ﺭﺳﻤﻴﺔ‪ .‬ﺣﺘﻰ ﻭ ﺇﻥ ﺃﺣﻠﺖ‬ ‫ً‬ ‫ﻭﺩﻳﺔ‪ ،‬ﺫﺍﺕ ﻃﺎﺑﻊ ﺇﻧﺴﺎﻧﻲ ﻭ‬ ‫ﺍﻟﻨﺎﺱ ﺇﻟﻰ ﺗﻘﺎﺭﻳﺮ ﺭﺳﻤﻴﺔ ‪ -‬ﺃﻭ ﻣﻘﺎﻻﺕ‪ ،‬ﺗﺬﻛﺮ ﺃﻥ ﺍﻟﻨﺒﺮﺓ ﻳﻨﺒﻐﻲ ﺃﻥ ﺗﻈﻞ ّ‬ ‫ﻣﺄﻟﻮﻓﺔ‪.‬‬ ‫ﺍﺣﺮﺹ ﺃﻻ ﺗﺒﺪﻭ ﺗﻌﻠﻴﻘﺎﺗﻚ "ﺟﺎﻓﺔ" ﺃﻭ "ﻣﻬﻨﻴﺔ" ﺃﻛﺜﺮ ﻣﻦ ﺍﻟﻠﺰﻭﻡ‪.‬‬

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‫ﺷﺒﻜﺎﺕ ﻣﺨﺘﻠﻔﺔ‪ ،‬ﻧﻘﺎﻁ ﺗﺮﻛﻴﺰ ﻣﺨﺘﻠﻔﺔ‬ ‫ﻟﻴﺴﺖ ﺟﻤﻴﻊ ﺍﻟﺸﺒﻜﺎﺕ ﺍﻻﺟﺘﻤﺎﻋﻴﺔ ﻣﺘﻄﺎﺑﻘﺔ‪ .‬ﺗﺄﻛﺪ ﻣﻦ ﺍﺳﺘﺨﺪﺍﻡ ﺗﻠﻚ ﺍﻟﺘﻲ ﻫﻲ ﺍﻷﻧﺴﺐ ﳌﺆﻳﺪﻳﻚ ﻭﺍﻟﺼﺤﻔﻴﻴﻦ‬ ‫ﺷﻴﻮﻋﺎ‪:‬‬ ‫ﺍﳌﻬﺘﻤﻴﻦ‪ .‬ﻭﻓﻴﻤﺎ ﻳﻠﻲ ﻗﺎﺋﻤﺔ ﺑﺎﻟﺸﺒﻜﺎﺕ ﺍﻻﺟﺘﻤﺎﻋﻴﺔ ﺍﻷﻛﺜﺮ‬ ‫ً‬

‫ﺍﻟﺸﺒﻜﺎﺕ ﺍﻟﺮﺋﻴﺴﻴﺔ ﺍﻷﺭﺑﻌﺔ‪:‬‬ ‫ﺍﻟﻔﻴﺴﺒﻮﻙ ) ‪ (Facebook‬ﻳﺘﻴﺢ ﻟﻚ ﺇﻧﺸﺎﺀ ﺻﻔﺤﺔ ﺗﺘﻀﻤﻦ ﺍﻟﺼﻮﺭ ﻭﺍﻟﺘﺤﺪﻳﺜﺎﺕ ﺍﳌﻨﺘﻈﻤﺔ ﺑﺸﺄﻥ ﻋﻤﻠﻚ‪ .‬ﻳﻤﻜﻦ‬ ‫ﻟﻠﻤﺴﺘﺨﺪﻣﻴﻦ ﺍﻟﺘﻌﺒﻴﺮ ﻋﻦ ﺩﻋﻤﻬﻢ ﺑﺎﻟﻀﻐﻂ ﻋﻠﻰ ﺯﺭ "ﺃﻋﺠﺒﻨﻲ" ﻭﺗﺒﺎﺩﻝ ﺍﳌﻌﻠﻮﻣﺎﺕ ﻣﻊ ﺍﻟﺠﻬﺎﺕ ﺍﻟﺨﺎﺻﺔ ﺑﻬﻢ‪.‬‬ ‫ﺟﺪﺍ ﻹﺣﺎﻟﺔ ﺍﻷﻓﺮﺍﺩ‪ ،‬ﻧﻘﻞ ﺍﻷﺧﺒﺎﺭ ﺍﻟﻘﺼﻴﺮﺓ ﻭﺇﺗﺎﺣﺔ ﺍﳌﻌﻠﻮﻣﺎﺕ ﺑﺸﻜﻞ ﺁﻧﻲ‪ .‬ﻭ ﻳﻤﻜﻦ ﺗﺠﻤﻴﻊ‬ ‫ﺗﻮﻳﺘﺮ )‪ (Twitter‬ﻫﻮ ﻣﻔﻴﺪ ً‬ ‫ﺍﻟﺘﻐﺮﻳﺪﺍﺕ ﺑﺸﺄﻥ ﺍﳌﻮﺿﻮﻋﺎﺕ ﺍﳌﻤﺎﺛﻠﺔ ﺑﻮﺿﻊ ﻋﻼﻣﺔ "ﺍﻟﻬﺎﺷﺘﺎڨ" )ﺑﺎﺳﺘﺨﺪﺍﻡ ﺭﻣﺰ '‪ '#‬ﺑﻌﺪ ﺍﻟﻜﻠﻤﺔ(‪.‬‬ ‫ﻏﻮﻏﻞ ‪ (+Google) +‬ﻫﻮ ﺃﺩﺍﺓ ﻟﻼﺗﺼﺎﻝ ﻭﺗﺒﺎﺩﻝ ﺍﳌﻌﻠﻮﻣﺎﺕ ﻣﻊ ﺍﻷﺷﺨﺎﺹ ﺍﻟﺬﻳﻦ ﺗﻌﺮﻓﻬﻢ‪ ،‬ﻋﻠﻰ ﻏﺮﺍﺭ ﺍﻟﻔﻴﺴﺒﻮﻙ‪ .‬ﻛﻤﺎ ﺃﻥ‬ ‫ﻟﺪﻳﻬﺎ ﻭﻇﻴﻔﺔ ﻋﻘﺪ ﻣﺆﺗﻤﺮ ﺟﻤﺎﻋﻲ ﺑﺎﺳﺘﺨﺪﺍﻡ ﺍﻟﻔﻴﺪﻳﻮ‪.‬‬ ‫ﻧﻮﻋﺎ ﻣﺎ ﻣﻦ ﺍﻟﻔﻴﺴﺒﻮﻙ ﺃﻭ ﺗﻮﻳﺘﺮ‪ .‬ﻭﻫﻲ‬ ‫ﺟﺪﻳﺔ‬ ‫ﺃﻛﺜﺮ‬ ‫ﺑﺬﻟﻚ‬ ‫ﺗﻜﻮﻥ‬ ‫ﻟﻴﻨﻜﺪ ﺇﻥ )‪ (LinkedIn‬ﻫﻮ ﻋﺒﺎﺭﺓ ﻋﻦ ﺷﺒﻜﺔ ﻣﻬﻨﻴﺔ‪ ،‬ﻭ‬ ‫ً‬ ‫ﺗﺴﻤﺢ ﻟﻚ ﺑﺈﻧﺸﺎﺀ "ﺻﻔﺤﺔ ﻣﻬﻨﻴﺔ" ﻟﻠﺤﺪﻳﺚ ﻋﻦ ﺗﻄﻮﺭ ﻣﺆﺳﺴﺘﻚ‪.‬‬

‫ﻭ ﻓﻴﻤﺎ ﻳﻠﻲ ﺷﺒﻜﺎﺕ ﺍﺟﺘﻤﺎﻋﻴﺔ ﺃﺧﺮﻯ ﺷﺎﺋﻌﺔ ﺍﻻﺳﺘﺨﺪﺍﻡ‪:‬‬ ‫ﺣﺎﻟﻴﺎ‬ ‫ﺇﻧﺴﺘﺎﺟﺮﺍﻡ )‪ (Instagram‬ﺗﺴﻤﺢ ﻟﻸﻓﺮﺍﺩ ﺑﺘﺒﺎﺩﻝ ﺍﻟﺼﻮﺭ‪ ،‬ﻭﻣﻘﺎﻃﻊ ﺍﻟﻔﻴﺪﻳﻮ ﺍﻟﻘﺼﻴﺮﺓ ﺟﺪﺍ‪) .‬ﺗﻘﻮﻡ ﺑﻲ ﺑﻲ ﺳﻲ‬ ‫ً‬ ‫ﺟﺪﺍ(‪.‬‬ ‫ﺑﺎﺧﺘﺒﺎﺭ ﺇﻣﻜﺎﻧﻴﺔ ﺍﺳﺘﺨﺪﺍﻡ ﺇﻧﺴﺘﺎﺟﺮﺍﻡ ﻟﺘﺒﺎﺩﻝ ﺃﺷﺮﻃﺔ ﺍﻟﻔﻴﺪﻳﻮ ﺍﻹﻋﻼﻣﻴﺔ ﺍﻟﻘﺼﻴﺮﺓ ً‬ ‫ﻓﺎﻳﻦ )‪ (Vine‬ﻳﺸﺠﻊ ﺍﻟﻨﺎﺱ ﻋﻠﻰ ﺇﻧﺸﺎﺀ ﻭﺗﺒﺎﺩﻝ ﺃﺷﺮﻃﺔ ﺍﻟﻔﻴﺪﻳﻮ ﺍﻟﻘﺼﻴﺮﺓ ﺛﻢ ﻳﺘﻢ ﺑﺜﻬﺎ ﻣﺮﺍ ًﺭﺍ ﻭﺗﻜﺮﺍ ًﺭﺍ‪.‬‬ ‫ﺑﻴﻨﺘﻴﺮﻳﺴﺖ )‪ (Pinterest‬ﺗﻄﻠﻖ ﻋﻠﻰ ﻧﻔﺴﻬﺎ ﺍﺳﻢ "ﺍﻟﻜﺘﺎﻟﻮﺝ ﺍﻻﺟﺘﻤﺎﻋﻲ" ﻭ ﻫﻲ ﺗﺴﻤﺢ ﻟﻸﻓﺮﺍﺩ ﺑﺘﻘﺪﻳﻢ ﺍﻟﺼﻮﺭ‬ ‫ﻭﺍﻟﺮﻭﺍﺑﻂ ﻓﻲ ﺃﻱ ﻣﻮﺿﻮﻉ‪ .‬ﻭﻫﻲ ﺗﺴﻌﻰ ﻟﺘﻜﻮﻥ "ﻣﺼﺪﺭ ﺇﻟﻬﺎﻡ"‪ .‬ﻭﺗﻤﻜﻦ ﺃﻳﻀﺎ ﻣﻦ ﺇﻧﺸﺎﺀ "ﺣﺴﺎﺏ ﻣﻬﻨﻲ" ﺑﺎﺳﻢ‬ ‫ﻣﺆﺳﺴﺘﻚ‪.‬‬ ‫ﺭﺩﻳﺖ )‪ (Reddit‬ﺗﻘﺪﻡ ﻧﻔﺴﻬﺎ ﺑﻮﺻﻔﻬﺎ "ﺍﻟﺼﻔﺤﺔ ﺍﻟﺮﺋﻴﺴﻴﺔ ﺍﻹﻧﺘﺮﻧﺖ"‪ .‬ﻭﻫﻲ ﺗﺘﻴﺢ ﻟﻠﻤﺴﺘﺨﺪﻣﻴﻦ ﺗﺠﻤﻴﻊ ﺍﻟﺮﻭﺍﺑﻂ ﻓﻲ‬ ‫ﻣﻜﺎﻥ ﻭﺍﺣﺪ ﻭﺇﺿﺎﻓﺔ ﺗﻌﻠﻴﻘﺎﺕ ﺃﻭ ﺇﺟﺮﺍﺀ ﻣﻨﺎﻗﺸﺎﺕ‪.‬‬ ‫ﺗﻤﺒﻠﺮ )‪ (Tumblr‬ﻫﻮ ﻣﻮﻗﻊ "ﻟﻠﻤﺪﻭﻧﺎﺕ ﺍﻟﺼﻐﺮﻯ" )‪ ،(micro-blog‬ﻳﺘﻀﻤﻦ ﻣﻘﺎﻻﺕ ﻗﺼﻴﺮﺓ ﻳﻤﻜﻦ ﺗﻀﻤﻴﻨﻬﺎ ﺍﻟﺮﻭﺍﺑﻂ‬ ‫ﻭﺍﻟﺼﻮﺭ ﻭﻏﻴﺮﻫﺎ ﻣﻦ ﺍﳌﺤﺘﻮﻳﺎﺕ‪.‬‬ ‫ً‬ ‫ﻭﻓﻘﺎ ﳌﺠﺎﻻﺕ ﺍﻫﺘﻤﺎﻡ‬ ‫ﺳﺘﺎﻣﺒﻞ ﺍﺑﻮﻥ )‪ (StumbleUpon‬ﻳﺴﻤﺢ ﺑﺘﺠﻤﻴﻊ ﺍﻟﺒﻴﺎﻧﺎﺕ ﻣﻦ ﺧﻼﻝ ﺷﺒﻜﺔ ﺍﻹﻧﺘﺮﻧﺖ‬ ‫ﺍﳌﺴﺘﺨﺪﻣﻴﻦ‪ .‬ﻭﻳﻤﻜﻦ ﻟﻬﺆﻻﺀ ﺇﺑﺪﺍﺀ ﺍﻟﺮﺃﻱ ﻓﻲ ﺃﻫﻤﻴﺔ ﺍﻟﺒﻴﺎﻧﺎﺕ ﺍﻟﺘﻲ ﺗﻢ ﺟﻤﻌﻬﺎ‪.‬‬ ‫ﺷﻴﻮﻋﺎ‪ .‬ﻭ ﻳﻮﺟﺪ ﺇﻟﻰ ﺟﺎﻧﺒﻬﺎ ﺍﻟﻌﺪﻳﺪ ﻣﻦ ﺍﻟﺸﺒﻜﺎﺕ‬ ‫ﻣﻼﺣﻈﺔ‪ :‬ﻫﺬﻩ ﻗﺎﺋﻤﺔ ﻏﻴﺮ ﺣﺼﺮﻳﺔ ﻟﻠﺸﺒﻜﺎﺕ ﺍﻻﺟﺘﻤﺎﻋﻴﺔ ﺍﻷﻛﺜﺮ‬ ‫ً‬ ‫ﺍﻷﺧﺮﻯ‪ .‬ﻭﻳﻤﻜﻦ ﻟﻬﺬﻩ ﺍﳌﻮﺍﻗﻊ ﻛﺴﺐ ﺃﻭ ﻓﻘﺪﺍﻥ ﺷﻌﺒﻴﺘﻬﻢ ﺿﺪ ﻣﻨﺎﻓﺴﻴﻬﻢ ﺑﺴﺮﻋﺔ ﻛﺒﻴﺮﺓ‪ .‬ﻣﻦ ﺍﳌﻬﻢ ﺃﻥ ﻧﺘﺎﺑﻊ ﻋﻦ‬ ‫ﻏﺎﻟﺒﺎ ﻣﺎ ﻳﺘﻢ ﺍﺳﺘﺨﺪﺍﻣﻬﺎ ﻣﻦ ﻗﺒﻞ ﺍﻷﻓﺮﺍﺩ ﺍﻟﺬﻳﻦ‬ ‫ﻛﺜﺐ ﺍﻟﺘﻐﻴﺮﺍﺕ ﻓﻲ ﺍﻻﺗﺠﺎﻫﺎﺕ ﻣﻊ ﺍﻟﺘﺮﻛﻴﺰ ﻋﻠﻰ ﺗﻠﻚ ﺍﻟﺸﺒﻜﺎﺕ ﺍﻟﺘﻲ‬ ‫ً‬ ‫ﺗﺮﻳﺪ ﺍﻟﺘﻮﺍﺻﻞ ﻣﻌﻬﻢ‪.‬‬ ‫‪32‬‬

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‫ﻛﻦ‬ ‫ﻣﺴﺘﻌﺪﺍً‬

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‫ﺍﺳﺘﺒﺎﻗﻴﺎ ﻓﻲ ﺍﻟﺘﻌﺎﻣﻞ ﻣﻊ ﺍﻷﺳﺌﻠﺔ ﺍﻟﺼﻌﺒﺔ ﺍﻟﺘﻲ‬ ‫ﻗﺪ ﻳﺘﻌﻴﻦ ﻋﻠﻴﻚ ﻓﻲ ﺑﻌﺾ ﺍﻷﺣﻴﺎﻥ ﺃﻥ ﻳﻜﻮﻥ ﻟﻚ ﺩﻭ ًﺭﺍ‬ ‫ً‬ ‫ﺗﻮﺟﻪ ﻟﻚ ﻣﻦ ﻗﺒﻞ ﺃﺣﺪ ﺍﻟﺼﺤﻔﻴﻴﻦ ﻋﻨﺪﻣﺎ ﺗﺴﻴﺮ ﺍﻷﻣﻮﺭ ﻋﻠﻰ ﻧﺤﻮ ﺧﺎﻃﺊ ﻋﻠﻰ ﺳﺒﻴﻞ ﺍﳌﺜﺎﻝ‪.‬‬

‫ﻛﻦ‬

‫ﻣﺴﺘﻌﺪﺍً‬

‫ﻳﺘﻄﻠﺐ ﺍﻟﺘﻌﺎﻣﻞ ﻣﻊ ﺍﳌﻮﺍﻗﻒ ﺍﻟﺼﻌﺒﺔ ﺍﻟﺘﻔﻜﻴﺮ ﺑﺴﺮﻋﺔ ﻭﺍﻹﺟﺎﺑﺔ ﻋﻠﻰ ﺃﺳﺌﻠﺔ ﻏﻴﺮ ﻣﺘﻮﻗﻌﺔ‪ .‬ﻭﻟﺬﻟﻚ ﻓﻤﻦ‬ ‫ﺍﳌﻬﻢ ﺇﻋﺪﺍﺩ ﺧﻄﺔ ﻟﻼﺗﺼﺎﻝ ﻭ ﺍﻟﺘﻮﺍﺻﻞ ﻓﻲ ﺣﺎﻝ ﺳﺎﺀﺕ ﺍﻷﻣﻮﺭ ﻭﻣﻨﺎﻗﺸﺔ ﺫﻟﻚ ﻣﻊ ﻛﺒﺎﺭ ﺍﻟﻘﻴﺎﺩﺍﺕ ﺃﻭ‬ ‫ﺍﳌﺪﺭﺍﺀ ﺍﻟﺘﻨﻔﻴﺬﻳﻴﻦ ﻓﻲ ﻣﺆﺳﺴﺘﻚ‪.‬‬ ‫ﻭ ﻳﻨﺒﻐﻲ ﻋﻠﻴﻚ ﻟﻬﺬﺍ ﺍﻟﻐﺮﺽ ﺍﻟﺘﻔﻜﻴﺮ ﻓﻲ ﻣﺎ ﻳﻤﻜﻦ ﺃﻥ ﻳﺤﺪﺙ ﻓﻲ ﺃﺳﻮﺃ ﺍﻷﺣﻮﺍﻝ‪ ،‬ﺃﻭ ﺍﻟﺴﺆﺍﻝ ﺍﻷﺻﻌﺐ ﺃﻭ‬ ‫ﺍﻷﻛﺜﺮ ﺩﻗﺔ ﺍﻟﺬﻱ ﻗﺪ ﻳﻮﺟﻪ ﻟﻚ‪.‬‬

‫ﻻ ﺗﻔﺰﻉ‬ ‫ﻳﻤﻜﻨﻚ ﺍﻻﻋﺘﻤﺎﺩ ﻋﻠﻰ ﻋﺪﺩ ﻣﻦ ﺍﻟﺘﻘﻨﻴﺎﺕ ﻋﻨﺪ ﻣﻮﺍﺟﻬﺔ ﺃﺯﻣﺔ‪:‬‬

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‫‪ t‬‬

‫ﺍﻟﺘﺰﻡ ﺍﻟﻬﺪﻭﺀ ﻭﺍﻟﺘﺮﻛﻴﺰ ﻋﻠﻰ ﺍﳌﻮﺿﻮﻉ‪.‬‬

‫‪ t‬‬

‫ﺍﺑﻘﻲ ﻋﻠﻰ ﻗﻨﻮﺍﺕ ﺍﻻﺗﺼﺎﻝ ﻣﻔﺘﻮﺣﺔ‪ .‬ﺗﻮ ّﻟﻰ ﺍﻹﺟﺎﺑﺔ ﻋﻠﻰ ﺍﳌﻜﺎﳌﺎﺕ ﻭﺍﻟﺒﺮﻳﺪ ﺍﻹﻟﻜﺘﺮﻭﻧﻲ‬ ‫ﺻﺤﻔﻴﺎ ﺃﻧﻚ ﺳﺘﺠﻴﺒﻪ ﻓﻲ ﻭﻗﺖ ﻻﺣﻖ ﻣﻦ ﺫﻟﻚ‬ ‫ﻋﻠﻰ ﺍﻟﻔﻮﺭ‪ ،‬ﺣﺘﻰ ﻟﻮ ﻛﺎﻥ ﺫﻟﻚ ﻹﻋﻼﻡ‬ ‫ً‬ ‫ﺍﻟﻴﻮﻡ‪.‬‬

‫‪ t‬‬

‫ﺃﻣﺮﺍ ﺩﻭﻥ ﺍﻟﺘﺄﻛﺪ ﻣﻨﻪ‪ ،‬ﻗﺪ ﻳﻈﻦ ﺍﻟﺒﻌﺾ ﺍﻧﻚ ﺍﺧﺘﻠﻘﺘﻪ‪ .‬ﻭﺇﺫﺍ‬ ‫ﺗﻤﺴﻚ ﺑﺎﻟﺤﻘﺎﺋﻖ‪ .‬ﺇﺫﺍ ﻗﻤﺖ ﺑﻨﻘﻞ ً‬ ‫ّ‬ ‫ﻋﻤﺪﺍ‪.‬‬ ‫ﺛﺒﺖ ﺧﻄﺄ ﻫﺬﺍ ﺍﻟﻨﻘﻞ ﻏﻴﺮ ﺍﻟﺤﺬﺭ‪ ،‬ﺳﻮﻑ ﻳﻌﺘﻘﺪ ﺍﻟﻨﺎﺱ ﺃﻧﻚ ﻛﺬﺑﺖ‬ ‫ً‬

‫‪ t‬‬

‫ً‬ ‫ﺗﻘﺮ ﺑﺠﻬﻠﻚ ﺍﻟﺠﻮﺍﺏ ﻋﻨﺪ ﻋﺪﻡ ﺍﻟﻌﻠﻢ ﺑﺸﻲﺀ ﻣﺎ‪ ،‬ﻭﺧﺎﺻﺔ ﺇﺫﺍ ﻛﻨﺖ‬ ‫ﺻﺎﺩﻗﺎ‪ .‬ﻋﻠﻴﻚ ﺃﻥ‬ ‫ﻛﻦ‬ ‫ّ‬ ‫ﺗﺮﻏﺐ ﻓﻲ ﺍﻟﺘﻌﺎﻣﻞ ﻣﻊ ﺁﺧﺮ ﺍﻷﺧﺒﺎﺭ ﻭﺍﻟﺘﻲ ﻻ ﺗﺰﺍﻝ ﺑﺼﺪﺩ ﺍﻟﺘﻄﻮﺭ‪.‬‬

‫‪ t‬‬

‫ﺇﺫﺍ ﻟﺰﻡ ﺍﻷﻣﺮ‪ ،‬ﻋﻠﻴﻚ ﺃﻥ ﺗﺒﺮﻫﻦ ﺑﺎﻟﻘﺪﺭ ﻭﺍﻟﻮﺿﻮﺡ ﺍﳌﻤﻜﻨﻴﻦ ﺃﻧﻚ ﺗﻘﻮﻡ ﺑﻤﺎ ﻳﻠﺰﻡ ﻣﻦ ﺃﺟﻞ‬ ‫ﺑﺠﺪﻳﺔ‪.‬‬ ‫ﺗﻔﻬﻤﺎ ﺇﺫﺍ ﺗﺒﻴﻦ ﺃﻧﻚ ﻛﻨﺖ ﺗﻌﻤﻞ‬ ‫ﺗﺼﺤﻴﺢ ﺍﻟﻮﺿﻊ‪ .‬ﺳﻴﻜﻮﻥ ﺍﻟﺠﻤﻬﻮﺭ ﺃﻛﺜﺮ‬ ‫ّ‬ ‫ً‬

‫‪ t‬‬

‫ﺗﺄﻛﺪ ﺃﻥ ﺟﻤﻴﻊ ﻣﻦ ﻳﺮﺩ ﺫﻛﺮﻫﻢ ﺃﻭ ﻳﻈﻬﺮﻭﻥ ﻓﻲ ﺍﳌﻘﺎﺑﻼﺕ ﻋﻠﻰ ﻋﻠﻢ ﺑﺎﻟﺤﻘﺎﺋﻖ ﺍﻷﺳﺎﺳﻴﺔ‬ ‫ﺑﻤﺎ ﻓﻴﻪ ﺍﻟﻜﻔﺎﻳﺔ ﻭﺃﻥ ﻟﻬﻢ ﺻﻼﺣﻴﺔ ﺍﻟﻜﻼﻡ‪.‬‬

‫‪ t‬‬

‫ﻋﻠﻴﻚ ﺃﻥ ﺗﻌﺒﺮ ﻋﻦ ﺍﻻﻧﺸﻐﺎﻝ ﻭﺩﻑﺀ ﺍﻟﻌﻼﻗﺎﺕ ﺍﻟﺒﺸﺮﻳﺔ ﻋﻨﺪ ﺍﻟﺤﺎﺟﺔ‪ .‬ﻳﺠﺐ ﺃﻻ ﺗﻈﻬﺮ ﻭﻛﺄﻧﻚ‬ ‫ﻋﺪﻳﻢ ﺍﻹﺣﺴﺎﺱ‪.‬‬

‫‪.13‬‬

‫ﺗﺠﻨﺐ‬ ‫ﺍﻟﻤﺼﻄﻠﺤﺎﺕ‬ ‫ً‬ ‫ﺍﻟﺨﺎﺻﺔ‬ ‫‪35‬‬

‫ﻳﺘﻢ ﻓﻲ ﻛﻞ ﻣﺠﺎﻝ ﻣﻦ ﺍﳌﺠﺎﻻﺕ ﺍﺳﺘﺨﺪﺍﻡ ﻟﻐﺔ ﻭﻣﺼﻄﻠﺤﺎﺕ ﺧﺎﺻﺔ‪ ،‬ﻭﻳﻤﺘﻠﻚ ﻛﻞ ﻣﺠﺎﻝ ﻃﺮﻳﻘﺔ ﺧﺎﺻﺔ‬ ‫ﻻﺳﺘﺨﺪﺍﻡ ﺍﻟﻜﻠﻤﺎﺕ ﻭﺍﻟﻌﺒﺎﺭﺍﺕ ﺍﻟﻘﺼﻴﺮﺓ ﺍﻟﺘﻲ ﺗﺴﺎﻋﺪ ﻋﻠﻰ ﺍﻹﺳﺮﺍﻉ ﻓﻲ ﺍﻟﻌﻤﻞ‪ .‬ﻭﻳﺒﻘﻰ ﻟﻬﺬﺍ ﺍﻟﻨﻮﻉ ﻣﻦ‬ ‫ﺍﻟﻠﻐﺔ ﺑﻌﺾ ﺍﻟﻌﻴﻮﺏ ﺍﻟﻜﺒﻴﺮﺓ‪ ،‬ﺣﻴﺚ ﺃﻧﻬﺎ‪:‬‬ ‫‪ t‬‬

‫ﺗﺴﺘﺒﻌﺪ ﻏﻴﺮ ﺍﳌﺘﺨﺼﺼﻴﻦ‪.‬‬

‫‪ t‬‬

‫ﺗﺨﻠﻖ ﺳﻮﺀ ﺍﻟﻔﻬﻢ‪.‬‬

‫‪t‬‬ ‫ﻓﻌﻠﻴﺎ‪.‬‬ ‫ﻳﻤﻜﻦ ﺃﻥ ﺗﺸﺠﻊ ﺍﻟﻨﺎﺱ ﻋﻠﻰ ﺍﻟﻜﺴﻞ ﻭﻋﺪﻡ ﺍﻟﻮﺿﻮﺡ ﺑﺸﺄﻥ ﻣﺎ ﻳﺮﻳﺪﻭﻥ ﺍﻟﺘﻌﺒﻴﺮ ﻋﻨﻪ‬ ‫ً‬ ‫ﺍﻧﻄﺒﺎﻋﺎ ﺃﻧﻚ ﺗﻌﻠﻢ ﻣﺎ ﺗﻌﻨﻴﻪ ﺑﺪﻝ‬ ‫ﻭﺗﻌﻄﻲ‬ ‫ﺍ‬ ‫ﺭ‬ ‫ﺻﻮ‬ ‫ﺗﺘﻀﻤﻦ‬ ‫ﻗﺼﻴﺮﺓ‬ ‫ﺟﻤﻞ‬ ‫ﺗﺴﺘﺨﺪﻡ‬ ‫ﺃﻥ‬ ‫ﺍﻟﻄﺒﻴﻌﻲ‬ ‫ﻣﻦ‬ ‫ﺃﻟﻴﺲ‬ ‫ً‬ ‫ً‬ ‫ﺑﺬﻝ ﺍﻟﺠﻬﺪ ﻻﺧﺘﻴﺎﺭ ﺍﻟﺼﻴﺎﻏﺔ ﺍﻟﺪﻗﻴﻘﺔ ﻭﺍﳌﺤﺪﺩﺓ؟‬ ‫ﺇﻥ ﺍﳌﺼﻄﻠﺤﺎﺕ ﺗﻤﺜﻞ ﻋﺪﻭ ﺍﻟﻌﻼﻗﺎﺕ ﺍﻟﺠﻴﺪﺓ ﻣﻊ ﻭﺳﺎﺋﻞ ﺍﻹﻋﻼﻡ‪ ،‬ﻭﻫﻲ ﺗﺒﻌﺪﻙ ﻋﻦ ﺍﻟﺠﻤﻬﻮﺭ ﻭﺗﻌﻄﻲ‬ ‫ﺍﻻﻧﻄﺒﺎﻉ ﺃﻧﻚ ﺗﺤﺎﻭﻝ ﺇﺧﻔﺎﺀ ﺷﻲﺀ ﻣﺎ‪.‬‬

‫ﺍﻟﻠﻐﺔ ﺍﻟﻌﺎﺩﻳﺔ‬ ‫ﻳﺠﺐ ﺃﻻ ﺗﺴﺘﺨﺪﻡ ﺍﻟﻠﻐﺔ ﺍﳌﺘﺨﺼﺼﺔ ﻭﺃﻥ ﺗﺴﺘﻌﻴﺾ ﻋﻨﻬﺎ ﺑﻠﻐﺔ ﻭﺃﻟﻔﺎﻅ ﻋﺎﺩﻳﺔ ﻣﻤﺎ ﻳﻀﻤﻦ ﻗﺪﺭﺓ ﺍﻟﺠﻤﻴﻊ‬ ‫ﻋﻠﻰ ﻓﻬﻤﻚ‪.‬‬

‫‪36‬‬

‫ﺍﻟﺘﻮﺻﻴﺎﺕ ﺍﻷﺧﻴﺮﺓ‬

‫‪37‬‬

‫ﻟﺪﻳﻚ ﺍﻵﻥ ﻛﻞ ﺍﳌﻌﻠﻮﻣﺎﺕ ﻭﺍﻷﺩﻭﺍﺕ ﺍﻟﺘﻲ ﺗﺤﺘﺎﺟﻬﺎ ﻟﺘﻄﻮﻳﺮ ﺇﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﳌﻨﺎﺻﺮﺓ ﺍﻟﺨﺎﺻﺔ ﺑﻚ ﻣﻦ ﺃﺟﻞ‬ ‫ﻣﺴﺎﻧﺪﺓ ﻗﻀﻴﺘﻚ‪ .‬ﻭﺫﻟﻚ ﻣﻦ ﺧﻼﻝ ﺇﺗﺒﺎﻉ ﺛﻤﺎﻧﻴﺔ ﺧﻄﻮﺍﺕ ﻟﻠﻤﻨﺎﺻﺮﺓ ﺍﻟﻨﺎﺟﺤﺔ‪ ،‬ﻭﻫﻲ ﻋﻠﻰ ﺍﻟﺘﻮﺍﻟﻲ‪:‬‬ ‫‪ .1‬ﺣﺪﺩ ﺃﻭﻟﻮﻳﺎﺗﻚ ﻟﻠﻤﺴﺘﻘﺒﻞ‪.‬‬ ‫‪ .2‬ﺣﺪﺩ ﺟﻤﻬﻮﺭﻙ ﺍﳌﺴﺘﻬﺪﻑ‪.‬‬ ‫‪ .3‬ﻃﻮﺭ ﺭﺳﺎﻟﺘﻚ‪/‬ﺭﺳﺎﺋﻠﻚ‪.‬‬ ‫‪ .4‬ﺍﺧﺘﺮ ﺭﺳﻠﻚ‪.‬‬ ‫‪ .5‬ﺣﺪﺩ ﺍﻟﻔﺮﺹ ﻭ ﺍﻷﻧﺸﻄﺔ ﺍﳌﻨﺎﺳﺒﺔ ﻟﻨﺸﺮ ﺭﺳﺎﺋﻠﻚ‪.‬‬ ‫‪ .6‬ﻗﻴﻢ ﻋﻤﻠﻚ ﻭﺣﺪﺩ ﺍﻟﻔﺠﻮﺍﺕ‪.‬‬ ‫‪ .7‬ﻗﻢ ﺑﺈﺩﺍﺭﺓ ﺍﳌﺨﺎﻃﺮ‪.‬‬ ‫‪ .8‬ﺗﺎﺑﻊ ﻭ ﻗﻴﻢ ﺍﻟﺘﻘﺪﻡ ﺍﳌﺤﺮﺯ ﻭﺍﻟﻮﻗﻊ‪.‬‬

‫‪38‬‬

‫ﻧﺘﻤﻨﻰ ﻟﻚ ﺍﻟﺘﻮﻓﻴﻖ‬ ‫ﻭ ﺍﻟﻨﺠﺎﺡ ﻓﻲ ﻧﺸﺎﻃﺎﺗﻚ‬

‫‪39‬‬