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koka wereTeli 294 69 77; qronikaqronika@gmail.com xelisuflebaSi mosvlis Semdeg biZina ivaniSvilma ganacxada, rom misi xelisufleba PR-iT ar dakavdeboda. is, rom Tavad es gancxadeba PR iyo, amaze maSin yuradReba aravis miuqcevia. iqneb, marTlac hqonda Sinagani rwmena baton ivaniSvils, rom miSa saakaSvilis mier qveynis sxvadasxva kuTx- eSi tribunis Treva da lentebis Wra iyo cudi da xalxis dabolebas emsaxureboda? Tumca an bolomde ar CauRrmavda sakiTxs, an veravin gaubeda eTqva, rom misi da Semdgomi premieris tradiciad qceuli „mediasTan Sexvedrebi” aseve PR iyo. ramdenad efeqtiani da warmatebuli, amaze ar vidaoT. premieris mimaCnia, rom es „Sexvedrebi” „qarTuli ocnebisTvis” da Tavad biZina ivaniSvilisTvis imaze metad damazianebeli gaxldaT, vidre romelime gaxmaurebuli da skandaluri saqme, Tundac, xoravas quCis faqti. sabolood miviReT is, rom „ocneba” realurad akeTebda PR-s, magram uxarisxod, uSedegod da rac mTavaria, damazianeblad sakuTari TavisTvis. „ocnebis” PR menejmenti imdenad moeqca ivaniSvilis gavlenis qveS, rom 2013, 2014, 2015 wlebSi Tu xelisuflebis warmomadgenels dausvamdi kiTxvas, „ratom ar aSuqebT?” „ratom ar akeTebT?” „ratom ar ambobT?” (saubaria gakeTebul saqmeebze, calkeul warmatebebze _ Cavarda soflis meurneobis baraTizaciis proeqti; fiasko ganicada ufaso saxelmZRvaneloebis Temam; im pirobebSi, rodesac 2013 wels, 2012-Tan SedarebiT, ufro meti skola garemontda da aSenda, amaze mosaxleobam araferi icoda; sazogadoebisTvis sruliad ucnobi iyo devnilTaTvis ganxorcielebuli calkeuli programebis Sesaxeb, aseve jandacvisa da sadazRvevo sferos calkeuli sikeTeebis Taobaze; xelisuflebam dRemde ver ganmarta asocirebis xelSekrulebis sike- Teebi da a. S.), pasuxad Zalian ucnaur, magram monamoxeleebisTvis sruliad misaReb frazas moismendiT: „ar unda „im kacs” es PR da ha, mokaliT”. am dros ki saxelmwifo xelisu- bisa Tu Jurnalistebis kveba daiwyo biujetidan calke da Savi salarodan _ calke; da a. S. am maxinji ganviTarebis formebisa da meTodebis CamoTvla Zalze Sors wagviyvans. mokled, mivi- ReT is PR politika, rasac axorcielebs „qarTuli ocneba”. yvelaze metad sagangaSo ki is aRmoCnda, rom saerTaSoriso mimarTulebac sakmaod dasustda. saqarTvelo msoflios mediis pirveli gverdebidan da top niusebidan gaqra. arada, Tundac ekonomikuri miznebidan gamomdinare, Tundac am segmentis sworad warmoCena Zalian mniSvnelovani unda yofiliyo araTu „ocnebis”, aramed nebismieri gonieri xelisuflebisTvis. *** calkeul maRali Tanamdebobis pirebs axasiaTebT moCvenebiTi amnezia, siyrue, sibrmave da sxva mravali ugvanoba, romelic, erTi SexedviT, „SeZenili senia”, Tumca Tu politikur, moralur da zneobriv kategoriaSi ganvixilavT, namdvilad Tandayoli avadobaa, anu am personebis bunebrivi mdgomareobaa. rac Cven Tanamdebobebs Camocilebuli „pirebi” gvinaxavs!.. mTavaria, rom es lomgulebi mere kravebi xdebian da sakuTar „imJamindel” qcevebs aTasi sisuleliT amarTleben. Tumca es filosofiuri „gansja” gverdiT gadavdoT da saqmeze vTqvaT. PR-Tan mimarTebiT „ocnebis” xelisuflebis damokidebuleba ara mxolod saqmeSi Caxe- identis, premierisa Tu calkeuli ministris postze. saubaria imaze, rom xelisufleba ver qmnis dRis wesrigs, mxolod krizisebze reagirebs, ramdenad warmatebulad, es kidev sxva sakiTxia. ise, krizisebze reagirebac politikuri xelovnebis sferoa, magram es im SemTxvevaSi, rodesac krizisis umetesoba sakuTriv xelisuflebis mier aris inspirirebuli. inspirirebuli krizisis dros isic skrupulozurad aris gaTvlili, ra unda Tqva, rogor marTo procesi da sabolood, rogor gamoxvide wylidan mSrali. „ocnebis” SemTx- li gamgeblebi sxdomaTa darbazebs); „cianidis saqme” da a. S. mar- Talia, CamoTvlili yvela qeisis istoria xelisuflebis surviliT ar Seqmnila, magram misi uSualo monawileobiT ganxorcielda da TiToeuli maTgani mniSvnelovnad damazianebeli gaxda xelisuflebis avtoritetisTvis. *** axalma premier-ministrma mamuka baxtaZem Tavisi „xiluli” saqmianoba axal postze aWaridan daiwyo da samegreloSi gaagrZela. marTalia, gzaze gamodgmuli tribuna, Sinaarsobrivad, ar hgavda barem, aqve vityvi, _ politika- Si, diaxac, stili da formaa mTavari da mere _ Sinaarsi. magram Sinaarss SeuZlia calkeul SemTxvevaSi gadafaros stilic da formac. rodesac qveynis pirvel pirs jerac ar aqvs Camoyalibebuli es forma da stili da romc hqondes, is unda Seqmnas da dadgas saqmis mcodnem. da vin hyavs aseTi „ocnebas”? isini, vinc meeqsve welia, qveyanas minimalur pozitivebsac ver „ubuqeben”? isini, romelTac sakuTari TavebisTvis Seqmnes legendebi, rom Zlierni arian da axla uwyebidan uwyebaSi mogzau- ra unda `im kacs~, icis vinmem? flebis am segmentis saqmianoba absoluturad maxinji formebiT ganviTarda: 1. goneba daClungda; 2. PR-is umTavresi amocana gaxda Tavis marTleba da oponentebis kompromatebis gamomzeureba _ gviyvars qarTvelebs sxvis sacvlebSi Zromiali, xolo binuZrebs _ binZur sacvlebSi; 3. PR-is upiratesobad gaazrebul iqna bevri morCili mediasaSualebis floba. am mizniT Seiqmna uamravi ureitingo internetportali, televiziebi gadanawilda, iyo Jurnalistebis komprometireba da mere sakuTari gavlenis qveS moqceva; 4. keTilganwyobili mediasaSualebe- dul pirebs, aramed droTa ganmavlobaSi mosaxleobas utovebda STabeWdilebas, rom am qveyanas aravin marTavs da yvelaferi inerciiT midis. davuSvaT, rom swored es iyo ivaniSvilisa da misi gundis amocana _ xelisufleba naklebad egrZno mosaxleobas da amiT ar daTrgunviliyo, magram rodesac es „grZnoba” uaryofiT konteqsSi viTardeba da „qveyana Cerdeba”, mere Sedis stagnaciaSi da calkeuli mimarTulebebiT ukanac ki midis, ra Tqma unda, myardeba imis gancda, rom qveyanas aravin marTavas. aq saubari ar aris imaze, rom viRac ar zis prez- vevaSi romel simSralezea saubari, rodesac nebismieri problemis dros partia da misi xelmZRvaneloba svel katas emsgavseba? Tundac misive inspirirebuli ramdenime faqti gavixsenoT: hakim faSas saxeliT atvirTuli video; cixis kadrebis Cvenebebis mowyoba; piradi cxovrebis amsaxveli kadrebis gamoyra; merabiSvilis cixidan gayvana; farcxalaZe-Tordias saqme; gabriel salosis quCaze Catarebuli specoperacia; qarTuli marSis _ erovnulebis Seqmna (RaribaSvilis mier gacemuli davalebebiT rom avsebdnen imdroinde- miSas tribunas, magram viRacam stilisa da formis misadageba gadawyvita. cxadia, rom xedva Seicvala _ anu „im kacs” PR rom ar undoda gakeTebuli saqmeebisTvis _ gadawyda, rom es saqmeebic warmo- Cndes. da isev PR fiasko _ miSas mibaZa, es narativi mudmivad iqneba nebismieri analogiuri qmedebis dros, Tu stili da forma ar Seicvala gakeTebuli saqmeebis demonstrirebisas. mokled, aWara- Si gzaze dadgmuli tribuna xalxis ironiis mizezad iqca. tribunasTan mdgomis gaJRerebuli mesijebi ki dRes aravis axsovs. roben maRal xelfasebs gamokidebulebi? Tumca esec „ocnebis” gemovnebis sakiTxia. Tumca qarTuli PR-is mamebma unda aRiaron, rom aWaraSi gzaze gamodgmuli tribuna maTi SemoqmedebiTi marcxi iyo. da barem aqve meore Sexvedrazec: premieri samegreloSi Cavida da botanikuri baRis mimdebared Takara mzeSi Sexvda „mosaxleobas”. es mosaxleoba rom realurad „ocnebis” aqtivi iyo, amaze Tvali davxuWoT. gamoxmaurebebs mivyveT: „cotne dadianoba moindoma”, „Taflis wasma daaviwyda”, „risTvis Camovida? _ araferi uTqvams saqmiani da konkretuli”, „CvenTvis araferi icvleba”... vin moifiqra da dagegma premieris viziti samegreloSi da ratom? ra mesiji gaugzavna man adgilobriv mosaxleobas? ar icis premier-ministrma, samegreloSi rac xdeba? mxareSi sruli uimedobaa, gubernatori da misi damqaSebi korufciaSi ixrCobian, adamianebi Riad saubroben „atkatebze”, sajaro samsaxurebi gadavsebulia gaunaTlebeli da uwignuri moxeleebiT, yvavis nepotizmi da proteqcionizmi... adgilze darCenili axalgazrdebis umetesoba narkotikebiT aris gabruebuli, saqmeSi Caxeduli pirebi Riad saubroben kontrabandaze, narkot- 10 10 N22 (243) 3.07-9.07.2018 w.
294 69 77; qronikaqronika@gmail.com PR fiaskoebi ranzitze, romelSic mxaris maRali Tanamdebobis pirebi arian Car- Tulni. am pirobebSi premier-ministri mcxunvare mzeSi zis botanikur baRSi trial mindorSi (arada, baRis xibli xe-mcenareebia) da raoden gulwrfeladac ar unda saubrobdes samomavlo gegmebsa da samegrelos potencialsa da aRiorZinebaze, mosaxleoba yvelafers morig dabolebad da farsad aRiqvams. premieri zis imaT gverdiT, vis winaaRmdegac aris mimarTuli zemoT CamoTvlili TiToeuli sayveduri, faqti Tu wuxili. premieri zis mxaris maRali Tanamdebobis pirebis gverdiT, romlebmac, pirobiTad, guSin xarki akrifes adgilobrivi biznesmenebisgan, moxeleebisgan an ukeT da sworad rom vTqva, gamosZales „zemoT” wasaRebi fuli. miuRebeli formis, romelic aseve miSas gadamRerebaa, uazro da arafris mTqmeli Sinaarsis Sexvedris mesijebi aseve aravis axsovs dRes, rac am RonisZiebis damgegmavi da PR strategiis warmmarTveli samsaxurebisa da personebis inteleqtualuri degradaciis maCvenebelia. viRac ityvis, miSam mTavrobis sxdomebi Tu calkeuli Sexvedrebi saxuravze, mRvimeSi, trial mindorSi, zvrebSic gamarTa da e. i. yvelaferi gadam- Rereba iqnebao, magram es argumenti morigi Secdomaa. ratom? ki batono, es variantic ganvixiloT, rom yvela sivrce „aTvisebulia”. maSin iciT, ra unda iyos gamosavali, viRacam formasa da stils yuri rom ar moabas? _ Sinaarsi! aba, aseT scenars SevxdoT: vinme Tu iqilikebda cotne dadianobasa da Taflze, premieri baxtaZe sajarod rom damSvidobeboda mxaris gubernatorsa da Semdeg mieyolebina Tavisi saTqmeli samegrelos momaval ganviTarebaze. maSin yvela mesijs daimaxsovrebda am kuTxisa da ara mxolod am kuTxis mosaxleoba. maSin formas Sinaarsi gadafaravda da arc miSas axsenebda vinme. magram rodesac arc politikuri neba gaqvs, Sinaarsi meorexarisxovanze gadagaqvs, romelic SesaZloa, SenTvis pirvelic ki iyos, is verafriT gaxdeba prioritetuli gaTanguli da gatanjuli mosaxleobisTvis. mosaxleobisTvis, romelmac imaze meti icis, vidre warmogidgenia, romelic Tavis yofaze grZnobs gubernator Soniasa da misi damqaSebis vireSmakobebs. *** SevTanxmdeT, rom „ocneba” politikas ver akeTebs. aki vTqvi zemoT, rom am gundis pilitikuri moRvaweoba yoveldRiur krizisze reagirebaa da araTu konceptualur, strategiul sakiTxebzec ki ar arsebobs grZelvadiani xedva, romelsac gasagebad miawvdidnen mosaxleobas. am fonze „ocnebis” PR-is dedebisa da mamebis saqmiaoba sruli idiotizmia. imitom ki ara, rom premiers araadekvaturi forma SesTavezes da stiliT waradgines an oflSi gaxviTqes, aramed imitom, rom politikurad moumzadebeli, sakvanZo mesijebisa da personaluri sakiTxebis mougvareblad Caiyvanes aWaraSi da gansakuTrebiT _ samegreloSi. es viziti samgreloSi adgilobrivi mosaxleobisTvis imas niSnavda, rom baxtaZe da zogadad xelisufleba egueba mxareSi arsebul problemebs da misaRebad miiCnevs ToToeul faqtsa da qeiss kriminaluri qmedebidan dawyebuli, korufciiT dasrulebuli. *** Tanamdebobrivi avadoba _ „me yvelaferi vici”, saqarTveloSi pikzea. pikzea profesionaluri uvicobac. axla am bedovlaTebs, qarTuli PR-is dedebsa da mamebs rom hkiTxo, saidanac undaT, iqidan miabamen qoTans yurs, realurad ki imaze namdvilad ar dafiqrdebian, rom marTlac idiotebi arin, rodesac qveyanasa da umaRlesi Tanamdebobis pirebs cud samsaxurs uweven. me sxva kvalifikaciis micemis ufleba ar maqvs maTi qmedebebisTvis. magram ginaxavT odesme idioti Tanamdebobis piri saqarTveloSi? an daumsaxureblad Tanamdebobaze mjdari? arao! _ ityviT xmamaRla, magram gulSi mipasuxebT, _ ramdenic gindaTo. hoda, me xmamaRla vambob, rom qveynis PR-s mavnebeli idiotebi ganageben. *** axla, ra unda „im kacs”, icis vinmem? ratom acemina miSam biznesmen-parlamentari valeri gelaSvili? saqarTvelos mesame prezidents „gelaSvilis malzax CaCava cemis” saqmeze eqvsi wliT Tavisuflebis aRkve- Ta miusajes. TviT mixeil saakaSvili am Temaze pirdapir saubars erideba da ambobs, rom igi „arafer SuaSia”. bolo inter- viuSi yvelaferi rusul specsamsaxurebs daabrala iribad, roca magaliTad moiyvana koba daviTaSvilis mokvlis mcdeloba e. w. CrdiloeT oseTidan Se- mogzavnili qileris xeliT. sinamdvileSi, mixeil saakaSvils mizezi hqonda, sajarod daesaja gelaSvili, oRond „fexmZime colis Seuracxyofa” namdvilad ar yofila misi ZiriTadi motivi. Tbilisis saqalaqo sasamarTlom mixeil saakaSvils 8 wliT cixe miusaja da kidev ramdenime wliT _ saxelmwifo TanamdebobaTa dakavebis akrZalva, rac, cota ar iyos, ironiulad JRers, radgan miSas prezidentis an premieris garda sakuTari Tavi sxva raime Tanamdebobaze ver warmoudgenia. „amnistiis Sesaxeb” 2012 wels miRebuli kanoniT sasjeli 6 wlamde Semcirda. es vada ar daemateba samwlian sasjels, rac imave sasamarTlom, oRond sxva mosamarTlem, gadauwyvita saakaSvils „girgvlianis” saqmeze. im saqmeze yofil prezidents bralad edeboda, rom sandro girgvlianis gamtaceblebi sul male Seiwyala, raTa policiaSi vano merabiSvilis avtoritetsa da gavlenas ar Sedgomoda wyali. es „sami weli” ukanasknel „eqvs wels” ar daemateba, radgan „ocnebis” xelisuflebam gaauqma sasjelTa SekrebiTobis wesi, anu meti sasjeli „STanTqavs” naklebs da sabolood dadgindeba 6 weli „matrosovze”. SeiZleba yvelaze xangrZlivi sasjelic swored es gamodges, radgan darCenil or sisxlis samarTlis saqmeze: „7 noembris darbeva” da „pijakebi” _ saakaSvils, amnistiis gaTvaliswinebiT, araumetes 4-5 wlisa elis. da is vadebic „gadaifareba” am bolo ganaCeniT, anu „6 wliT” *** „gelaSvilis saqmeze” mTavari mowmeebi iyvnen irakli oqruaSvili, nino burjanaZe da is specrazmelebi, romlebmac valeri gelaSvili javSniani manqanidan 2005 wlis ivlisSi gadmoaTries da avtomatis kondaxebiT ise scemes, kinaRam mokles. deputatbiznesmeni mTeli 12 Tvis manZilze mkurnalobda baltiispireTSi. N22 (243) 3.07-9.07.2018 w. specrazmelebma procesze „brZanebis gamcemi” daasaxeles: maTi uSualo xelmZRvaneli iyo gia siraZe, romelic gaqceulia. aseve gaqceulia gia siraZis xelmZRvaneli erekle kodua. am saqmeze „misjili” aqvs yofil Sinagan saqmeTa ministr vano merabiSvils, Tumca es ukanaskneli brals ar aRiarebs da „gelaSvilis saqmeze” sasamarTlo sxdomebsac ki ar eswreboda. irakli oqruaSvilis CvenebiT mas ki daavala miSam, magram uari miiRo. samagierod, vano merabiSvilma ar Tqva uari egzekuciis aRsrulebaze. rac Seexeba nino burjanaZes, man sasamarTloze dakiTxvisas ganacxada, rom rodesac prezidentTan mivida da am „sajaro cemis” Sesaxeb hkiTxa, pasuxad miiRo: „ra, ar iyo sacemi?” Tavad qalbatoni nino, rogorc Cans, eTanxmeba, rom gelaSvili „sacemi” iyo imisTvis, rac saakaSvilis colze Tqva, magram miaCnia, rom miSas saamisod saxelmwifo xelisufleba ar unda gamoeyenebina: „ra gaxda, romelime ZmakacisTvis Txova, ecema gelaSvili”, _ acxadebs orgzis prezidentobis movaleobis Semsrulebeli. aq sainteresoa, rom isic gamoricxavs „gelaSvilis naTqvamis” saerTod dausjelad datovebas. da mainc, ra Tqva valeri gelaSvilma aseTi? 2005 wlis zafxulSi igi ganawyenebuli iyo premier-ministr zurab noRaidelze, romelic erT-erTi qonebis saxelmwifosTvis gadacemis sanacvlo Tanxas (zogierTi cnobiT, daaxloebiT, 4 milioni lari) ar uxdida, rac namdvilad ekuTvnoda, magram amis gamo ara imdenad noRaidelze, ramdenadac prezidentze iyo ganawyenebuli, raki saqme exeboda mixeil saakaSvilis avlabris rezidencias. saakaSvilisTvis „xmis misawvdenad” imaze ukeTesi veraferi moifiqra, rom sagazeTo interviuSi Tqva: „prezidents rom coli gaeqceva, ra unda elaparakoo”. meti arc araferi uTqvams, magram es, rasakvirvelia, mZime Seuracxyofaa qalisTvis da misi qmrisTvis. oRond aq aSkaraa, rom gelaSvils imdenad sandras Seuracxyofa ar undoda, ramdenadac miSas „SekurTxeba” am formiT. sxva saqmea, ra da rogor „gamouvida”: sandra am dros meore Svilze iyo orsulad da holandiaSi imyofeboda mSoblebTan. nikolozi dekemberSi gaCnda. *** am saqmesTan kavSirs rom uaryofda, „rusTavi 2-Tan” bolo interviuSi saakaSvilma ganacxada, rom arasdros pirad Seuracxyofaze ar reagirebda: „ra sisulelea, maSin xom naxevari saqarTvelo unda mecema”. namdvilad asea: yvelas gvaxsovs, levan gaCeCilaZe-„greCixa” pirdapir eTerSi dedas aginebda mitingze mTeli saqarTvelos gasagonad. magram ar daviviwyoT: es saqarTveloa da kavkasia _ gelaSvilma mis cols miayena Seuracxyofa! yovel SemTxvevaSi, ase gamovida. da mainc, rogorc sarwmuno wyaro gveubneba saakaSvilis yofili garemocvidan, miSa amasac ar miaqcevda yuradRebas, oRond maSin Zalian mniSvnelovani ambavi moxda: „gelaSvilis interviu”, ra Tqma unda, arc erT televizias ar gauSuqebia. gazeTebis tiraJi ki saqarTveloSi imdenad didi ar aris, saakaSvilis „gaCumebas” rame gavlena moexdina prezidentis avtoritetze. magram mesame-meoTxe dRes giga bokeria erTerT pirdapir eTerSi „gamovarda” da es ambavi mTel qveyanas detalurad mouyva. valeri gelaSvilis naTqvams „sibinZure” uwoda da a. S. anu ukve yvelam yvelaferi gaigo da miSac mixvda, am ambavs ase veRar „gaatarebda”, radgan (vimeoreb) es saqarTveloa _ aq ase- Ti Seuracxyofis „gatareba” yovelgvari avtoritetis dasasruls niSnavs. miSa saakaSvils ki imdenad piradi wyena ar aRelvebda, ramdenadac prezidentis avtoritetis SenarCuneba „kacur saqarTveloSi”. axla ramdenic ar unda iZaxos, „putinma acemina gelaSvili, CemTvis rom daebralebinao”, metismetad rTuli „sqema” gamodis maSin, rodesac bevrad martivi axsna arsebobs. bolos da bolos, Tu es provokacia „putinma moawyo”, aseT SemTxvevaSi is specrazmelebi da maTi uSualo ufrosobac (merabiSvilamde!) „putinis agentura” gamodis, rac kidev ufro rTuli dasajerebelia. 11
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