a beginner's guide to pr
TRANSCRIPT
8/8/2019 A Beginner's Guide to PR
http://slidepdf.com/reader/full/a-beginners-guide-to-pr 1/15
IN^ WU1 @ efonbbfu„t ovnif yk Wvejnd Ufj`ynkbt
8/8/2019 A Beginner's Guide to PR
http://slidepdf.com/reader/full/a-beginners-guide-to-pr 2/15
DKBYFBYT
Nbyukivdynkb1 _c`y nt ‚Wvejnd Ufj`ynkbt*” `b~`~;
TFDYNKB KBF1 MFIN@ UFJ@YNKBT""""""""""""""""""""""""""""""""""W@OF 9
0" Wj`bbnbo ~kvu mfin` ufj`ynkbt d`mw`nob
5" _kulnbo nyc ~kvu jkd`j mfin`
4" Ifyfumnbnbo c`y m`lft ` okki tyku~
9" Ifbnbo ~kvu mfin` y`uofy
6" Vtnbo ycf ykkjt k ycf yu`if
‥ Jntynbot
‥ Mfin` @ixntkunft
‥ Ycf Wnydc
‥ Bft Ufjf`tft‥ Bft Tykunft e~ ^kvu Dkmw`b~
‥ Wckykou`wct
‥ Mfin` Lnyt
8" _kulnbo nyc ufwkuyfut nb wfutkb
?" Hkjjknbo vw
TFDYNKB Y_K1 DKUWKU@YF TWKBTKUTCNW"""""""""""""""""""""W@OF 00
TFDYNKB YCUFF1 W@NI WUKMKYNKB""""""""""""""""""""""""""""""""W@OF 050" @ixfuyntnbo
5" Mfin` twkbtkutcnw `bi wukmkynkbt
TFDYNKB HKVU1 DUNTNT DKMMVBND@YNKBT"""""""""""""""""""""W@OF 09
0" If`jnbo nyc ycf tyku~
5" Duntnt nbyfuxnft
Dkw~unocy ® DVUXF DKMMVBND@YNKBT OUKVW JYI"
8/8/2019 A Beginner's Guide to PR
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NBYUKIVDYNKB1 _C@Y NT WVEJND UFJ@YNKBT* @B^_@^;
Yc`bl ~kv ku ~kvu nbyfufty nb Dvuxf Dkmmvbnd ynkbt bi ku ikbjk`inbo kvu fekkl" _f duf`yfi ycnt ikdvmfby yktfuxf `t ` –Ck Yk„ uftkvudf ku evtnbfttft yc`y `uf nbyfuftyfi nb jf`ubnbo ycf vbi`mfby`jt k WU" _f njj fswj`nb ckyk nmwjfmfby tkmf e`tnd y`dyndt yc`y njj cfjw yk ofbfu`yf ``ufbftt k ~kvu eu`bi"
–Wvejnd Ufj`ynkbt„ nt b vmeufjj` yfum vtfi yk ifbf `dynxnynft nbxkjxfi nb m`b`onbo bi m`nby`nbnbo ycf wvejnd
nm`of k evtnbftt ku nbinxniv`j" Ny c`t kyfb effb iftdunefi t ycf wu`dyndf k m`b`onbo dkmmvbnd`ynkb efyffb`b kuo`bnq`ynkb `bi nyt wvejnd" Ycf ok`j k wvejnd ufj`ynkbt nt yk m`lf ycf dkmw`b~„t y~wnd`j dvtykmfu ``uf k ycfdkmw`b~ `bi nyt wukivdyt"
Vbjnlf mfin` ufj`ynkbt* WU nt bky kbj~ `ekvy tfdvunbo dkxfu`of nb m`nbtyuf`m mfin`" Mfin` ufj`ynkbt wj`~t `b nbyfou`jw`uy nb `b~ WU d`mw`nob evy ny nt kbj~ kbf k m`b~ y`dyndt vtfi yk ofbfu`yf nbyfufty nb ` eu`bi" _nyc ycf fxkjvynkbk ycf Nbyfubfy `bi kbjnbf tkdn`j bfykult* wvejnd ufj`ynkbt c`t wukoufttfi bi efdkmf fttfbyn`j yk u`ntf evtnbftt`ekxf ycf –bkntf„ k dkbty`by dkmmvbnd`ynkb tk yc`y ny ty`bit kvy yk nyt dvtykmfut"
Dvuxf Dkmmvbnd`ynkbt `ixkd`yft vtnbo wvejnd ufj`ynkbt `t ` dkmwkbfby k `b nbyfou`yfi m`ulfynbo tyu`yfo~ yc`ytw`bt kbjnbf bi knbf xfbvft" _f efjnfxf eu`binbo* m`ulfynbo bi wvejnd ufj`ynkbt kul efty cfb nmwjfmfbyfi
ykofycfu `t w`uy k `b kxfu`udcnbo dkmmvbnd`ynkbt tyu`yfo~" _f ckwf ~kv bi ycnt fekkl x`jv`ejf `bi fjdkmf ycfkwwkuyvbny~ yk dkbbfdy nyc ~kv"
Wjf`tf ofy nb ykvdc ku ~kvu dkmwjnmfby`u~ wukwkt`j"
Ofkuof @fdl
WUFTNIFBY @BI DFK
"dvuxfdkmmvbnd ynkbt"dkm z nbkGdvuxfdkmmvbnd`ynkbt"dkm z Gdvuxfdkmmt
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TFDYNKB KBF1 MFIN@ UFJ@YNKBT
Mfin` ufj`ynkbt nt ycf uy k tfdvunbo finykun`j tw`df nb ycf mfin` kvyjfyt uf`i* xnffi* ku jntyfbfi yk e~ ~kvu y`uofy`vinfbdf"
Ycnuiw`uy~ fbikutfmfbyt e~ mfin` wfutkb`jnynft #u`ink y`jl tck cktyt* yfjfxntnkb ufwkuyfut* bi bftw`wfudkjvmbntyt. `uf x`jv`ejf" Finykun`j dkxfu`of nt kuyc `y jf`ty ycuff ynmft `t mvdc `t `i tw`df" Yc`y„t efd`vtf ycfofbfu`j wvejnd xnft ixfuyntnbo t en`tfi* bi finykun`j dkxfu`of t yuvyc" Tk n c`jw`of i nb ~kvu ufonkb`jbftw`wfu dktyt )5777* bi ycf t`mf bftw`wfu unyft c`jw`of uyndjf ekvy ~kvu evtnbftt* yc`y uyndjf nt kuyc`ekvy )8777 nb dkxfu`of"
Ckfxfu* `t ycf t`~nbo okft* ‚Nb `ixfuyntnbo ~kv w`~ ku ny `bi nb wvejndny~ ~kv wu`~ ku ny"” Ycnt tfdynkb njj fswj`nbnb ify`nj ck ~kv d`b ufivdf ~kvu wu`~nbo `bi nbduf`tf ~kvu kiit k o`nbnbo finykun`j dkxfu`of"
0" Wj`bbnbo ^kvu Mfin` Ufj`ynkbt D`mw`nob
@t nyc `b~ m`ulfynbo d`mw`nob* ~kv tckvji wj`b ~kvu mfin` ufj`ynkbt d`mw`nob nb `ix`bdf" Ikb„y avty u`bikmj~tfbi kvy bft ufjf`tft cfb t`jft `uf ikb!
Ny m`~ cfjw ~kv ty`~ kuo`bnqfi n ~kv wj`b ~kvu d`mw`nob kvy kb ` ~f`uukvbi d`jfbi`u" Jnty fxfbyt ~kv„xf effbnbxkjxfi nyc nb wufxnkvt ~f`ut" @ii m`aku dkmmvbny~ fxfbyt yc`y ~kv m`~ `by yk twkbtku" _kul e`dl`uit ukmycftf fxfbyt yk dkmf vw nyc if`ijnbft ku tfbinbo kvy jntynbot* mfin` ixntkunft* bi bft ufjf`tft" Ef tvuf ykmkbnyku bi yu`dl bf mfin` ufj`ynkbt kwwkuyvbnynft ycukvockvy ycf ~f`u"
^kv tckvji `jtk mkbnyku yufbit `bi wkwvj`u nif`t* `bi yu~ yk jnbl ycfm yk ~kvu kb evtnbftt" Jfy„t t`~ ` tyvi~ ntoknbo yk ef ufjf`tfi kb untnbo d`tft k `uycunynt* `bi ~kv lbk cky yvet cfjw wufxfby ny" Yc`y„t ` okki ynmf yk wnydc `tyku~ `ekvy ~kvu dkmw`b~ yk ycf mfin`< ` ufwkuyfu njj ef mkuf nbyfuftyfi nb c`y ~kv c`xf yk t`~ n ny„t ufj`yfi yk `cky ykwnd" Lffw kb ykw k c`y„t oknbo kb nb nbivtyunft ufjfx`by yk ~kvu evtnbftt"
5" _kulnbo _nyc ^kvu Jkd`j Mfin`
Dc`bdft `uf* mkty k ~kvu bft njj ef ufjfx`by yk jkd`j mfin`* bky yk ycf enoofty bftw`wfu nb ycf ty`yf ku wukxnbdf*ku ycf b`ynkb`j mfin`" Ycfuf uf f ycnbot ~kv tckvji vbifuty`bi ekvy kulnbo nyc jkd`j mfin`"
Ikb„y Vbifuftynm`yf Ycfnu X`jvf
Ycf~ m`~ ef jkfuwukjf* evy ikb„y vbifuftynm`yf ycf x`jvf k WU nb jkd`j mfin`" Uf`ifutcnw u`yft ku jkd`jwvejnd`ynkbt `uf kyfb cnocfu yc`b ku ycfnu enoofu* mkuf oj`mkvukvt dkvbyfuw`uyt" Jkd`j mfin` `uf `jtk mkuf
jnlfj~ yk ef ufdfwynxf yk ~kvu bft tykunft" Tk yuf`y jkd`j mfin` kvyjfyt nyc ycf t`mf ufo`ui `t ycfnu j`uofu ufonkb`jdkvbyfuw uyt1 onxf ycfm fjjuftf udcfi tyku~ jf`it" Ycf~„jj wwufdn`yf ycf fkuy" Ycf~ m`~ fxfb uvb ycf tyku~ mkufyc`b kbdf"
Jkd`j* Jkd`j* Jkd`j
Lffw nb mnbi yc`y jkd`j mfin` vinfbdft `by bft bi wndyvuft k jkd`j wfkwjf* bky tyu`bofut" Dkmmvbny~bftw`wfut ok kvy k ycfnu `~ yk d`uu~ wckykou`wct k wfkwjf nb ycfnu ykb" Vtf ycnt yk ~kvu `ix`by`of" N ~kv„ufdkby`dynbo ` Tvuuf~ dkmmvbny~ bftw`wfu* yfjj ycfm `ekvy `b fxfby c`wwfbnbo nb Tvuuf~" Ku `ekvy ~kvu ykwt`jftwfutkb* ekub `bi u`ntfi nb Tmnycxnjjf* ck c`t effb ufdkobnqfi e~ ycf ty`yf+wukxnbdn`j ^kvbo FbyufwufbfvutTkdnfy~" ^kv c`xf yk onxf ~kvu jkd`j bftw`wfu ` uf`tkb yk unyf ycf tyku~* tk m`lf tvuf ~kv c`xf yc`y jkd`j `bojf"
Ynmnbo ^kvu @bbkvbdfmfbyt
Y`jl yk ~kvu jkd`j mfin` ekvy ycf ynmnbo k bbkvbdfmfbyt" Hnbi kvy cfb ycfnu if`ijnbft uf tk ~kv d`b ofy ycfmycf nbkum`ynkb ycf~ bffi kb ynmf" Ny nt nb ~kvu efty nbyfufty yk wuftfby ~kvu bft nb ynmf ku ycf jkd`j bftw`wfuif`ijnbft uty — y jf`ty yk fflt efkuf ~kvu fxfby ku tyku~ tckvji euf`l" Mkty jkd`j bftw`wfut njj bky onxf ~kvutyku~ wukmnbfby dkxfu`of n ny c`t effb nb ` i`nj~ bftw`wfu ku kb yfjfxntnkb i`~t f`ujnfu" Bk bftw`wfu `byt yk wunbykji bft"
Vbifuty`bi ycf Mfin`
J`tyj~* cnjf ~kv m`~ tff yc`y tm`jj unyfvw `t dktynbo ycf bftw`wfu xfu~ jnyyjf ku bkycnbo `y `jj* yc`y tnmwj~ ntb„y ycfd`tf" Bft ufjf`tft bffi yk ef y~wftfy* wckykou`wct bffi yk ef td`bbfi* bi tykunft bffi yk ef uftf`udcfi" F`dc k ycftf dkbtvmft ty` ynmf* cndc dktyt mkbf~" Nb m`b~ tm`jjfu bftw`wfut* ycf y~wftfyyfu m`~ jtk ef ycf t`jft ufw* biycf dktyt yk ycf bftw`wfu uf dkmwkvbifi n ycf t`jft ufw nt y~wftfyynbo bft ufjf`tft t kwwktfi yk tfjjnbo"
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4" Ifyfumnbnbo _c`y M`lft Okki Tyku~
Ycf mkty nmwkuy`by ycnbo yk ufmfmefu cfb yu~nbo yk ofy ` tyku~ nbyk ycf mfin` nt yc`y ny mvty ef bftkuyc~"Finykut bffi tykunft yc`y uf`ifut ku xnffut njj bi nbyfuftynbo bi yc`y njj `yyu`dy b vinfbdf"
Tyku~ Nif`t
Tk c`y m`lft nbyfuftynbo bft; @ ou`bi kwfbnbo — `t jkbo `t ny„t ` ofbvnbfj~ vb fxfby* bky avty ` f e`jjkkbt `biuff dkff" @ bf tyvi~ fswj`nbnbo ycf dkty t`xnbot k ev~nbo ` wufkbfi xfcndjf" @ kultckw ~kv„uf cktynbo kbck yk s mnbku mfdc`bnd`j wukejfmt" Ycktf dkvji `jj m`lf okki tykunft"
Tkmf Kycfu Bftkuyc~ Nyfmt Mnocy Ef1
‥ @bbkvbdnbo b nbyfuftynbo bf wukivdy
‥ Hkumnbo bf aknby xfbyvuf ku w`uybfutcnw
‥ Fxfbyt1 dfjfeuny~ `wwf`u`bdft* vbiu`ntfut* ku dkbyftyt
‥ Ofyynbo ku ufdfnxnbo m`aku dkbyu`dyt ku ou`byt
‥ Ufdfnxnbo `uit ku twfdn`j ckbkvut
‥ Wj`bt ku ` bf `dnjny~ #ycf `udcnyfdy„t iu`nbot kvji ef ` okki xntv`j ku wunby mfin`.
‥ Wunqf nbbfut ukm ` wukmkynkb ku dc`uny`ejf fxfby
Cvm`bnbyfufty Tykunft_cfb ycnblnbo k c`y tykunft ~kv dkvji kfu ycf mfin`* ikb„y kxfujkkl cvm`bnbyfufty tyku~ bojft" Wfkwjf `by ykuf`i `ekvy wfkwjf" Ycf~ `by yk cf`u `ekvy wfutkb`j tyuvoojft `bi ck ycf~ fuf kxfudkmf" Ycf~ `by yk lbk c~wfkwjf ini c`y ycf~ ini `bi ck ycf~ oky cfuf ycf~ `uf" ^kvu fmwjk~fft mnocy ef ` okki tkvudf ku ycftf tykunft"
9" Ifbnbo ^kvu Mfin` Y`uofy
Bk yc`y ~kv c`xf ~kvu tyku~ nif` nb mnbi* ~kv bffi yk ovuf kvy cndc mfin` yk y`uofy" Ikb„y dkxfu ycf ykb nbbft ufjf`tft" Finykut `uf t`mwfi nyc ycfm `jj ffl `bi vtv`jj~ avty ik ` pvndl kbdfkxfu k fxfu~ycnbo yc`ydkmft nb" Hku ~kvu tyku~ yk ofy ` tfdkbi oj`bdf* ~kv bffi yk d`ufvjj~ m`ydc ny nyc ycf unocy mfin` kvyjfy"
Ifbf kvu Y uofy @vinfbdf
Hnuty* lbk ck ycf y`uofyt k ~kvu WU d`mw`nob `uf" N ~kv„uf jkklnbo ku bf djnfbyt* lffw nb mnbi ycfnu `of oukvw*ofbifu* nbdkmf jfxfj* `bi wj`df k uftnifbdf"
Hnbi ~kvu mfin` m`ydc
Jkkl ku mfin` kvyjfyt cktf vinfbdf m`ydcft ~kvu y`uofy ifmkou`wcnd" @jj mfin` kvyjfyt lffw ty`yntyndt kb ycfnu`vinfbdf" D`jj ycf t`jft bi m`ulfynbo ifw`uymfby yk ofy ycnt nbkum`ynkb"
Hku fs`mwjf* ik ycf jntyfbfut k ycf jkd`j cnwckw u`ink ty`ynkb `by yk cf`u ekvy ycf j`yfty o`uifbnbo ykkj; Ny „twuke`ej~ ` e`i y — ikb„y `tyf ~kvu ynmf ku ycf bft iftl„t ynmf e~ dkby`dynbo ycfm"
Duf`yf ` Dkby`dy Jnty
Bk ~kv bffi yk duf`yf ` dkby`dy ku mfin` jnty" ^kv bffi ycf unocy b`mft `bi ynyjft kb ~kvu jnty — ` bft ufjf`tfdkmnbo nbyk ` j`uof mfin` kdf nyckvy tkmf inufdynkb d`b f`tnj~ ok `tyu`~" ^kv d`b yu~ yk ofy ` dkby`dy jnty ukm
`b~kbf nyc WU ty`* tvdc `t ~kvu mvbndnw`j okxfubmfby* ku ~kv d`b duf`yf ~kvu kb"
Jkd`j Mfin`
^kv wuke`ej~ `juf`i~ lbk ycf b`mft k ~kvu jkd`j bftw`wfu* u`ink ty`ynkb* `bi d`ejf YX bfykul" Avty jkkl ycfmvw nb ~kvu wckbf ekkl ku kb ycf _fe" Wckbf yk bi kvy ycf finyku„t b`mf `bi dkuufdy twfjjnbo" Bftw`wfut `bim`o`qnbft `j`~t jnty ycfnu dkby`dy nbkum`ynkb nbtnif ycfm* tk ou`e ` dkw~ `bi jkkl ny vw" ^kv„jj `jtk bffi ycf finyku„t`s bvmefu ku fm`nj `iiuftt"
Ef yckukvoc nb ycnblnbo k ~kvu jkd`j mfin` uftkvudft" Ycfuf m`~ ef kycfu mfin` ~kv dkvji y`uofy* tvdc `t ~kvuikbykb evtnbftt `ttkdn`ynkb„t bftjfyyfu"
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Ufonkb`j Mfin`
Hku ufonkb`j mfin`* tvdc `t yfjfxntnkb ty`ynkbt ku i`nj~ bftw`wfut* ycfuf m`~ ef jkd`j ty` `t fjj `t cf`i kdffinykut ku wukivdfut" Ycf jkd`j ufwkuyfu vtv`jj~ c`t jnyyjf* n b~* ifdntnkbm`lnbo wkfu ekvy c`y nt dkxfufi bic`y nt bky" Tynjj* jkd`j ty` d`b m`lf ufdkmmfbi ynkbt yk cf`i kdf* tk ny„t kuyccnjf binbo kvy ck dkxfut ~kvu`uf`"
Uftkvudft
Tkmf okki wj`dft yk bi kvy `ekvy mfin` nb ~kvu `uf` `uf1
6" Vtnbo Ycf Ykkjt k ycf Yu`if
Ycfuf `uf ` bvmefu k `~t yc`y ~kv d`b dkby`dy ycf mfin`" Ifwfbinbo kb c`y ~kvu tyku~ nt* ~kv m`~ vtf `jj k ycftf* ku avty ` f"
Jntynbot
N ~kv uf ckjinbo `b fxfby tvdc t ` kultckw* b kyfbkxfujkklfi tkvudf k uff wvejndny~ nt jntynbot" Nbivtyu~m`o`qnbft* jkd`j bftw`wfut* bi Nbyfubfy inufdykunft m`~ jj c`xf fxfby jntynbot" Ofyynbo jntyfi kb ycfnu d`jfbi`utduf`yft ``ufbftt ku ~kvu fxfby efkuf ny c`wwfbt `bi cfjwt iu` wfkwjf yk ny"
N ~kv `by ~kvu fxfby jntyfi nb m`o`qnbf* ef tvuf yk dkby`dy ycf wvejnd`ynkb nyc ~kvu fxfby ify`njt tfxfu`j mkbyct`cf`i" Hku jkd`j bftw`wfut `bi Nbyfubfy inufdykunft* ` mkbyc `cf`i njj ik"
Mfin` @ixntkunft
@ mfin` `ixntku~ `jfuyt finykut yk `b vwdkmnbo fxfby tk ycf~ d`b `uu`bof ku ufwkuyfut yk dkxfu ny" Ny dkby`nbt e`tndnbkum`ynkb kb wc`y ycf fxfby nt* wck„t ckjinbo ny* `bi wcfb ny„t c`wwfbnbo" @b `ixntku~ tckvji d`ydc ycf finyku„t`yyfbynkb bi m`lf ~kvu fxfby tkvbi nbyfuftynbo fbkvoc yk avtyn~ ty` dkxfu`of"
Vtnbo ~kvu dkby`dy jnty* `s ku fm`nj ~kvu ixntku~ yk ycf dkmmvbny~ bftw`wfu ycuff fflt efkuf ~kvu fxfby" Tfbiny yk YX* u`ink* bi i`nj~ bftw`wfut #n wwukwun`yf. yk fflt cf`i" Hkjjkvw ycf bfsy i`~ nyc ` wckbfd`jj ykm`lf tvuf ycf~ oky ny" @t ycf fxfby ofyt djktfu* kjjk vw nyc bft ufjf`tft bi+ku wckbf d`jjt yk ufmnbi ycfm yc`yny„t c`wwfbnbo `bi yk tff n ycf~ wj`b yk dkmf kvy ku ny" Ycf fxfby njj c`xf yk `yyu`dy ` jky k wfkwjf yk `uu`by ty` dkxfu`of"
Ycf Wnydc
N ~kv avty `s ku fm`nj ~kvu mfin` `ixntku~ ku bft ufjf`tf* ny m`~ bfxfu ofy ` tfdkbi oj`bdf" ^kv d`b tfbi ycf ufjf`tfuty `bi ycfb kjjk vw nyc ` wckbf d`jj* ku ~kv d`b ty`uy nyc ycf wckbf d`jj" Fnycfu `~* `y tkmf wknby ~kv„uf oknboyk c`xf yk wndl vw ycf wckbf `bi wnydc ~kvu tyku~ yk ycf finyku"
Ycnt mnocy tkvbi nbynmni`ynbo* evy ufmfmefu — finykut uf jkklnbo ku bft" Avty ikb„y `tyf ycfnu ynmf"
Ck yk M`lf ycf Wckbf D`jj
Tkmf ynwt ku wnydcnbo ~kvu nif` yk ycf finyku `uf1
‥ Ty`uy nyc ycf uf`tkb ~kv„uf wckbnbo" Hku fs`mwjf* ‚N„m wckbnbo efd`vtf N c`xf ` ouf`y tvooftynkb ku `
tyku~""""”
‥ Fswj`nb ~kvu nif` nycnb 06 tfdkbit" Finykut uf evt~" Ofy yk ycf wknby ku ~kv„jj jktf ycfnu yyfbynkb" _c~
nt ~kvu tyku~ nif` bftkuyc~; _c~ kvji ycfnu vinfbdf ef nbyfuftyfi nb ny; Nt ny ufjfx`by yk dvuufbyfxfbyt ku yufbit; Hku fs`mwjf1 ‚N c`xf ` ouf`y nif` ku ` wckyk kwwkuyvbny~" Eke„t Ufduf`ynkb nt cktynbo `
yfbyc `bbnxfut`u~ w`uy~ `bi ycf ykb dkvbdnjjkut `uf oknbo yk ef nb ycfnu tnm yuvblt nb kbf k kvu cky
yvet" ^kvu uf`ifut njj jkxf ny — ny„t oknbo yk ef cnj`unkvt!”
‥ Fswj`nb c`y ycf tyku~ kvji nbxkjxf" Ik ycf~ tck vw `y `b fxfby* `bi n tk* `y c`y ynmf; @uf ~kv
oknbo yk `uu`bof ku ` wuffxfby wckyk tckky; N tk* jfy ycfm lbk" _ck d`b ycf~ nbyfuxnf;
‥ Ef d`ufvj bky yk fs`oofu`yf ~kvu tyku~" _`ydc ku kuit jnlf ‚uty* kbj~* ouf`yfty* enoofty"” Tkmfkbf
`jmkty `j`~t ini ny efkuf* `t fjj ku `t eno" Ufwkuyfut `uf yu`nbfi yk jkkl ku jnft `bi fs`oofu`ynkbt"
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Ef wfutntyfby* Bky ekycfutkmf
Kbdf ~kv„xf wuftfbyfi ~kvu nif` yk ycf bftw`wfu* ikb„y `tl ycf finyku1 ‚_cfb njj ycnt ef nb ycf w`wfu;” N ycf finykuifdnift yc`y ~kvu tyku~ c`t jkd`j ufjfx`bdf ny dkvji y`lf ukm kbf ffl yk kbf mkbyc ku ny yk uvb nb ycf w`wfu" Mktymfin` kvyjfyt kwfu`yf nyc jnmnyfi finykun`j ‚ckjf” bi bffi yk vynjnqf yc`y tw`df t ffdynxfj~ t wkttnejf fxfu~
nttvf" _nyckvy fsdfwynkb* `tyeuf`lnbo bft ku ` j`yf i ekklnbo njj wuffmwy ` bft ufjf`tf tk ikb„y jkkl ku
ov`u`byfft"
Cfjw Ycfm Dkxfu ycf Tyku~
N ycf finyku nt ufdfwynxf yk ~kvu nif`* `tl ck ycf~ kvji jnlf yk ufdfnxf mkuf nbkum ynkb — e~ `s* m`nj ku fm`nj;M`b~ wuffu yk vtf fm`nj efd`vtf ny `jjkt ycfm yk dvy `bi w`tyf `bi t`xft ufy~wnbo ynmf" @tl n ~kv d`b fm`nj ycfm` wckyk" Tff n ycfuf„t `b~ycnbo ~kv d`b ik yk `dnjny`yf ycfm dkxfunbo ycf tyku~" Hku fs`mwjf* n ~kv„uf onxnbo ``~ `tdckj`utcnw yk ` jkd`j cnoc tdckkj tyvifby* kfu yk `uu`bof `b nbyfuxnf nyc ycf tyvifby"
Bft Ufjf`tft
Kbdf ~kv„xf wnydcfi ~kvu nif` `bi ycf ufwkuyfu ku finyku nt nbyfuftyfi* ycf~„jj wuke`ej~ `by mkuf nbkum`ynkb" ^kvtckvji c`xf ` bft ufjf`tf `bi+ku ` mfin` lny wufw`ufi tk ~kv d`b tfbi ny k unocy ``~* cnjf ycf nif` nt tynjj nb ycfnumnbi"
@ okki bft ufjf`tf dkxfut jj ycf ify`njt k ~kvu tyku~ bi nbdjvift dkby`dy nbkum`ynkb" @ ouf`y bft ufjf`tfikft ycktf ycnbot @BI nt unyyfb fjj fbkvoc yc`y ny tffmt jnlf ` bftw`wfu `uyndjf" N ~kvu tyku~ uf`jj~ nt bftkuyc~*
`bi ~kv„uf ` okki bft ufjf`tf unyfu* ` bftw`wfu m`~ fxfb wunby ycf tyku~ xfue`ynm"
E`tnd Bft Ufjf`tf Hkum`y
Bft ufjf`tft vtv`jj~ kjjk ycnt kum`y1
‥ ‚Hku nmmfin`yf ufjf`tf” y~wfi `y ycf ykw
‥ I`yf
‥ Cf`ijnbf
‥ Tyukbo jf`inbo w`u`ou`wc
‥ Yfsy `btfunbo ycf xf _t `ekvy ~kvu bft nyfm
‥ Dkby`dy nbkum`ynkb" Nbdjvif ycf dkby`dy„t b`mf `bi dkmw`b~* i`~ynmf wckbf bvmefu* `bi fm`nj
`iiuftt
‥
@y ycf fbi k ycf ufjf`tf* y~wf 47 ku $$$‥ Ny MVTY ef y~wfunyyfb
Lffw ny Tckuy
@ bft ufjf`tf nt vtv`jj~ kbf w`of* `bi ifbnyfj~ tckvji ef bk mkuf yc`b yk #577977 kuit." N ~kvu ufjf`tf nt ykw`oft* y~wf mkuf `y ycf ekyykm k ycf uty w`of"
@btfu ycf Hnxf _t
^kvu bft ufjf`tf tckvji `btfu ycf xf _t `ekvy ~kvu tyku~ — ck* c`y* cfb* cfuf* `bi c~" Tkmf k ycfpvftynkbt ~kv mnocy tl ~kvutfj cfb unynbo ny uf1 _ck nt nbxkjxfi; _ck tckvji ycf ufwkuyfu dkby`dy ku mkufnbkum`ynkb; _ck kvji ycnt bft wwf`j yk; _c`y nt ycf tyku~; _cfb nt ny c`wwfbnbo #nbdjvif ynmf bi i`yf n ny„t`b fxfby.; _cfuf nt ny c`wwfbnbo; @bi c~; ^kv„i ef tvuwuntfi ck kyfb wfkwjf kuofy e`tnd nbkum`ynkb nb ` bftufjf`tf* tvdc `t ck yk dkby`dy ku mkuf nbkum`ynkb"
M`lf ycf Ufjf`tf Nbyfuftynbo
Vtf d`ydc~ cf`ijnbf yk iu` ycf uf`ifu nb" Wvy ycf mkty nbyfuftynbo wnfdf k nbkum`ynkb y ycf efonbbnbo" Yu~ yktck ck ~kv„uf vbnpvf `bi c~ ycf mfin`„t `vinfbdf kvji ef nbyfuftyfi nb c`y ~kv c`xf yk t`~ #ck njj ~kvutyku~ efbfy ycfm;." kv m`~ dkbtnifu nbdjvinbo pvkyf ku yftynmkbn`j ukm kbf k ~kvu efyyfulbkb djnfbyt ku ycfdkmw`b~ wuftnifby yk `ii dufinenjny~ `bi nbyfufty"
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_unyf Jnlf ` Ufwkuyfu
_unyf nb ycf ycnui wfutkb" M`lf tvuf ycf ykbf k ~kvu ufjf`tf ntb„y ykk kum`j ku ykk kjlt~" Ikb„y fswuftt kwnbnkbt*vbjftt ~kv d`b `yyunevyf ycfm yk tkmfeki~" Hku fs`mwjf* ikb„y t`~ ‚Ycf kwfbnbo k Eke„t Ufduf`ynkb `t ycf eftyfxfby nb ykb j`ty ffl"”
^kv d`b t`~1 ‚Mkuf yc`b ` cvbiufi wfkwjf `yyfbifi ycf kwfbnbo k Eke„t Ufduf`ynkb* `bi f dkbtnifu ny ` ouf`ytvddftt*” t`ni Eke„t Ufduf`ynkb kbfu Eke _unocy" _c`y ~kv jf`ubfi `ekvy m`lnbo wnydcft `jtk `wwjnft cfuf1 ef d`ufvjbky yk fs`oofu`yf ku ~kvu tyku~ kb„y ef y`lfb tfunkvtj~"
Lffw ny TnmwjfUfmfmefu yc`y cfb ~kv unyf ~kvu bft ufjf`tf* unyf ny yk ` ou`if tfxfb jfxfj" Ycnt uvjf k ycvme ckjit yuvf kuuf`ifut nb mfyuk bi uvu`j ckvtfckjit" Ikb„y ycnbl yc`y ufjf`tf vjj k xft~jj`ejf kuit njj lbkdl ycf finyku„t tkdltk efd`vtf ny„t mkuf jnlfj~ yk m`lf cnm bki k" @xkni vtnbo a`uokb"
Dcfdl ku Mnty`lft
_nyc jvdl `bi fkuy* ~kvu ufjf`tf njj ef tffb e~ yckvt`bit k wkyfbyn`j dvtykmfut* tk ycnt nt bk ynmf yk m`lffme`uu`ttnbo o`ft" Yckukvocj~ dcfdl ou`mm`u* twfjjnbo* `bi `ddvu`d~" Vtf twfjjdcfdl" Bkycnbo nt mkuf nuuny`ynboyk `b finyku yc`b tnmwjf ou`mm`ynd`j fuukut" Ik ef ``uf yc`y finykut m`~ w`ufikb ~kvu dkw~ ku eufxny~ ku kycfuuf`tkbt"
Efkuf tfbinbo kvy ~kvu ufjf`tf* wukk ny kbf j`ty ynmf! N ~kv ukyf ycf ufjf`tf* m`lf tvuf ~kv ofy ` tfy k uftcf~ft yk jkkl ny kxfu" @yfu ~kv„xf twfby ckvut unynbo `bi ufxntnbo tkmfycnbo* ny„t c`ui yk tff ~kvu mnty`lft"
Hkjjk Vw!
M`lf tvuf ~kv kjjk vw yk m`lf tvuf ycf~ oky ycf bft ufjf`tf" Ycnt d`b„y ef fmwc`tnqfi fbkvoc" N ~kv `ny ku nyyk m`ond`jj~ wwf`u nb ycf bfsy nttvf* ~kv njj wuke`ej~ ef int`wwknbyfi" @ tnmwjf wckbf d`jj vuycfu fswj`nbnbo ~kvud`vtf ku fxfby onxft ~kv `bkycfu dc`bdf yk ‚tfjj” ny yk ycf finyku" Y`lf ycnt kwwkuyvbny~ yk bi kvy mkuf `ekvy c`y ycffinyku nt jkklnbo ku" Fxfu~ dkby`dy ~kv c`xf nyc ycf finyku cfjwt ~kv evnji ` ufj`ynkbtcnw"
Bft Tykunft E~ ^kvu Dkmw`b~
@w`uy ukm tfbinbo bft ufjf`tft `bi wnydcnbo tyku~ nif`t* ~kv d`b `jtk yu~ yk unyf ~kvu kb `uyndjf ku ~kvu jkd`jbftw`wfu" Hnbi kvy n ycf bftw`wfu c`t `b~ twfdn`j tfdynkbt dkmnbo vw yc`y mnocy ef ufjfx`by yk ~kv* `bi tff n ycf~„i ef nbyfuftyfi nb c`xnbo ~kv unyf ` ovfty dkjvmb" Hku fs`mwjf* n ~kvu bftw`wfu nt ifxfjkwnbo ` tvmmfu
ufduf ynkb tfdynkb ku kbf k nyt Avj~ nttvft* tvoofty yc`y ~kv unyf `b `uyndjf kb d`unbo ku cky yvet" M`lf tvuf ~kvnbdjvif dkby`dy nbkum`ynkb nb ~kvu e~jnbf"
Tkmf bftw`wfut m`~ wunby ycnt xfue ynm" Evy tkmf m`~ yu~ yk tfjj ycf tw`df e`dl yk ~kv `bi uvb ~kvu `uyndjf `t`b ‚`ixfuykun`j*” ` w`ni `uyndjf"
Wckykou`wct
Nm`oft uf nmwkuy`by ku YX bi wunby mfin`" _cfbfxfu wkttnejf* kfu yk tfbi wckykt nyc ycf bft ufjf`tf" N ~kvku ` ty` mfmefu `uf y`lnbo ycfm* u`ycfu yc`b ` wukfttnkb`j* y`lf ycfm yndf `t djktf `t ~kv ycnbl ~kv tckvji" M`lftvuf ycf jnocy nt efcnbi ycf wckykou`wcfu* bky ycf tveafdy"
Jkkl ku i~b`mnd* nbyfuftynbo tckyt" Uneekbdvyynbot ikb„y dkvby" C`bitc`lft ikb„y dkvby" N ~kv„uf ikb`ynbo ` ckyyve* ikb„y tfbi ` wndyvuf k ~kvu tykuf m`b`ofu tc`lnbo c`bit nyc ycf Wuftnifby k ycf jkd`j Ek~t `bi Onujt Djve" Y`lf
` wckyk k ycf lnit `dyv`jj~ wj`~nbo nb ycf cky yve" N ~kv d`b„y wukxnif `b `dynkb tcky* wukxnif ` cf`itcky k ~kvu tykufm`b`ofu* cky yve ufdnwnfby* t`jftwfutkb k ycf ~f`u* ku ckfxfu mnocy ef ufjfx`by" Nb jkd`j mfin` ` wndyvuf k ` jkd`j`df nt nmwkuy`by"
Tkmfynmft ` bftw`wfu njj uvb ` ouf`y wckyk nyckvy ` tyku~ `yy`dcfi* tk yu~ yk lffw wckyk kwwkuyvbnynft nbmnbi" _cfb ~kv tfbi ycf wckyk* nbdjvif eunf dvyjnbf #f"o" fnocy~f`u kji M`unt` wj`~t nyc cfu ou`bimkycfu y ycfEf`dcdkmefu Cky Yvet tfmnb`u nb Bf ^kul.* ycf i`yf* `bi ycf wckykou`wcfu„t b`mf"
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Mfin` lnyt
Ny„t kuyccnjf ku ~kv yk ifxfjkw ` mfin` lny yc`y ~kv d`b tfbi mfin` cfb ycf~ `tl ku mkuf nbkum`ynkb `ekvy ~kvudkmw`b~" @ mfin` lny nt jnlf ~kvu dkmw`b~„t uftvmf" ^kv d`b vtf ny yk `yyu`dy nbyfufty bky avty ukm mfin`* evy `jtk `t` t`jft ykkj nyc wkyfbyn`j djnfbyt* fmwjk~fft* `bi nbxftykut" ^kvu mfin` lny tckvji ou`e ycf uf`ifu„t nbyfufty< ny tckvjim`lf ~kvu dkmw`b~ tffm cky `bi nbyfuftynbo"
Ikb„y tdu mejf `y ycf j`ty mnbvyf yk `ttfmejf kbf" Ifxfjkw ny bk tk ~kv c`xf ny kb c`bi cfb ~kv bffi ny"
Ycfuf `uf ` dkvwjf y~wft k mfin` lnyt1
Yu`inynkb`j@ yu`inynkb`j mfin` lny dkby`nbt uyndjft ku e`dloukvbi nbkum`ynkb ekvy ~kvu dkmw`b~ yc`y nt w`dl`ofi nb kjifu bi m`njfi kvy"
_fetnyf
_fetnyf mfin` tfdynkbt `uf ` ouf`y `~ yk lffw ~kvu fetnyf xntnykut vwyki`yf kb ~kvu dkmw`b~„t j`yfty bft*wukivdy j`vbdcft* `bi fxfbyt" Ycf~„uf `jtk ` dkbxfbnfby wj`df yk inufdy mfin` yk mkuf nbkum`ynkb `ekvy ~kv" Nytckvji ef f`t~ ku xntnykut yk bi ycnt tfdynkb k ~kvu fetnyf" Duf`yf ` bkyndf`ejf evyykb yc`y t`~t ‚Bft” ku ‚Mfin`"”
Ycnt tfdynkb k ~kvu fetnyf tckvji nbdjvif ycf t`mf ycnbot `t ` yu`inynkb`j mfin` lny* evy ~kv tckvji `jtk wkty wckyktyc`y wunby mfin` d`b ikbjk`i" Ycftf mnocy ef cf`itckyt k ~kvu t`jft yf`m ku wckykt k ~kvu cky yvet" ^kv dkvji`jtk wkty xnifk djnwt `ekvy ~kvu dkmw`b~"
Intdt^kv d`b `jtk evub ycf dkbyfbyt k ~kvu mfin` lny kbyk ` DI ku IXI yk m`nj kvy" Ycftf tyku`of ifxndft c`xf ` jky k mfmku~* tk ny„t `bkycfu ouf`y `~ yk tfbi wckykt"
Dkbyfbyt k ~kvu mfin` lny
_cfb wvyynbo ykofycfu ~kvu mfin` lny* ef tfjfdynxf" Bkeki~ nt oknbo yk uf`i ycukvoc yfby~ w`oft ekvy ~kvudkmw`b~* bi ~kv m`~ nuuny`yf ufwkuyfut e~ m`lnbo ny indvjy ku ycfm yk bi ycf nbkum`ynkb ycf~ uf`jj~ bffi"
Tkmf k ycf ycnbot ~kv mnocy nbdjvif nb ~kvu mfin` lny `uf1
‥ Bft ufjf`tf1 N ~kv„xf `juf`i~ wnydcfi ~kvu nif` yk `b finyku ku ufwkuyfu* nbdjvif ` bft ufjf`tf yc`y
ify`njt ycf tyku~ ~kv iftdunefi yk ycfm"
‥
^kvu evtnbftt d`ui‥ Dkmw`b~ eukdcvuf ku wukivdy tcffyt
‥ Djnfby yftynmkbn`jt
‥ @ kbfw`of `dy tcffy `ekvy ~kvu dkmw`b~ #ck jkbo c`xf ~kv effb nb evtnbftt* ck m`b~ fmwjk~fft*
`bbv`j ufxfbvf* fyd.
‥ @ jnty k ufdfby ``uit
‥ Wckykt k ~kvu wukivdyt
‥ Jntynbot k dkmmvbny~ nbxkjxfmfby wukafdyt
‥ Vwdkmnbo fxfbyt ku wukivdy j`vbdcft
‥ Enkou`wc~1 N ycf tyku~ ~kv„xf wnydcfi yk ycf finyku kdvtft kb w`uyndvj`u nbinxniv`j* nbdjvif `
enkou`wc~ k yc`y wfutkb"
‥
@ t`mwjf wukivdy ku ddfttkunft ufwkuyfu mnocy bi nbyfuftynbo‥ Jnty k Hufpvfbyj~ @tlfi Pvftynkbt `ekvy ~kvu wukivdy ku dkmw`b~
‥ @uyndjft ku `vink+xnifk jft yc`y c`xf `juf`i~ effb wukivdfi `ekvy ~kvu dkmw`b~" N ~kv ik nbdjvif
ycftf* m`lf tvuf ycf~ ufb„y ekvy ycf t`mf tyku~ nif` ~kv„xf avty wnydcfi ku ny„jj tffm jnlf kji bft"
Nbdjvif kbj~ ufdfby bi ufjfx`by uyndjft"
W`dl`onbo
Finykut ofy wnjft k mfin` lnyt fxfu~ i`~" Tnbdf ~kv„xf juf`i~ m`if dkby`dy nyc ycf finyku* ckwfvjj~ ycf~„jj lffw~kvut nb mnbi* evy ny ikftb„y cvuy yk m`lf tvuf ny ofyt bkyndfi cfb ny `uunxft"
^kv d`b ofy uf`jj~ duf`ynxf `bi wvy ykofycfu ` e`tlfy k nbyfuftynbo wukivdyt ku `b vwdkmnbo fxfby" Vtv`jj~ ~kvkvji yu~ ycnt n ~kv„uf juf`i~ kulnbo nyc ` YX ku u`ink ty`ynkb kb wukmkynkbt* tk ycf~ c`xf tkmfycnbo yk dc`y vw
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kb `nu" Hku fs`mwjf* n ~kv„uf twkbtkunbo ` kmfb„t tw` i`~* ~kv dkvji tfbi ycf ty`ynkb `bbkvbdfut ` e`tlfy vjj k ufj`snbo m`tt`of knjt* tjffwnbo m`tl* ef`vy~ wukivdyt* bi e`ycnbo tvny* `jkbo nyc nbkum`ynkb ekvy ycf fxfby"
U`ycfu yc`b avty tfbinbo ny e~ m`nj nb ` m`bnj` fbxfjkwf* tfbi ny e~ dkvunfu ku c`bi ifjnxfu ny" Ycnt duf`yft ` tfbtf knmwkuy`bdf `bi fbtvuft ycf~ ofy ny nb ynmf ku ~kvu fxfby ku tyku~"
Ycf nbkum`ynkb nytfj tckvji ef w`dl`ofi nb `b yyu`dynxf wuftfby`ynkb kjifu ku wkjntcfi jkkl" M`b~ dkmw`bnfttfbi kvy m`ulfynbo m`yfun`jt nb ycfnu kb dvtykm iftnobfi bi wunbyfi kjifut" Ycf mkty nmwkuy`by nbkum`ynkb #kufs`mwjf* ycf bft ufjf`tf. tckvji ef djf`uj~ xntnejf* bi wj`dfi nb ukby k ycf kycfu m`yfun`jt nb ycf w`dl`of"
8" _kulnbo _nyc Ufwkuyfut Nb WfutkbNbyfuxnft
N ` ufwkuyfu `byt yk nbyfuxnf ~kv* ik ` eny k ckmfkul tk ~kv ffj wufw`ufi" Uftf`udc ycf nbyfuxnffu `t fjj `tycf mfin` kvyjfy" Lbk ycf ykwnd k ycf tyku~ ku `uyndjf `bi c`y `bojf ycf~ mnocy y`lf" Lbk ycf ufwkuyfu„t b`mf `bie`dloukvbi" Uf`i `jj k ycfnu ufdfby `uyndjft tk ~kv vbifuty`bi ycfnu unynbo ty~jf `bi ycf y~wf k ykwndt ycf~ y~wnd`jj~dkxfu" Ycnbl k ` f nbyfuftynbo wknbyt ku `dyt `bi c`xf ycftf nb mnbi" Evy ikb„y mfmkunqf `btfut yk pvftynkbt ku~kv„jj `wwf`u tyn `bi kum`j"
Mfin` Ufj`ynkbt @y Fxfbyt
N ~kv„uf ckjinbo `b fxfby `bi ~kvu jkd`j mfin` c`xf `ouffi yk tfbi ` ufwkuyfu yk dkxfu ny* m`lf tvuf ~kv `ttnobtkmfkbf yk ouffy ycfm* tck ycfm `ukvbi* `bi cfjw ycfm nb `b~ `~ wkttnejf" Hku fs`mwjf* `y `b fxfby cfuf
Dvuxf Dkmmvbnd`ynkbt `t uftwkbtnejf ku ycf mfin` ufj`ynkbt* u`ink ufwkuyfu `t uvbbnbo jk kb e`yyfunft ku cnty`wf ufdkuifu" @ Dvuxf ty`fu pvndlj~ iukxf yk ycf bf`ufty tykuf ku e`yyfunft nb ynmf ku ycf ufwkuyfu yk dkbivdy cntnbyfuxnf" M`lf ny f`t~ ku ycfm yk dkxfu ~kvu tyku~"
?" Hkjjknbo Vw
_cfbfxfu ~kv ik ofy mfin` dkxfu`of* lffw ` dkw~ k ycf xnifky`wf* `vinky`wf* ku bft djnwwnbo yk `ii yk ~kvuwkuykjnk" Ikb„y `tl finykut yk wukxnif ycftf ku ~kv — ycf~ `ufb„y ` djnwwnbot tfuxndf"
@bi n ycf~ dkxfu ~kvu tyku~* ikb„y kuofy yk tfbi ycfm ` yc`bl~kv bkyf" ^kv ikb„y bffi yk ev~ ycfm onyt #~kv„ufbky eunenbo ycfm. avty jfy ycfm lbk ~kv `wwufdn`yf ycf `mkvby k ynmf ycf~ twfby kb ~kvu tyku~"
Wfutntyfbdf W`~t K
Ikb„y ofy intdkvu`ofi ku tvjl~ n ycf mfin` ikftb„y dkxfu ~kvu uty `yyfmwy `y wvejnd ufj`ynkbt" Huff wvejndny~ nt `wunxnjfof `bi ny y`lft tkmf tlnjj yk `dcnfxf" Ny w`~t k cfb ~kv ofy ny yckvoc* tk lffw yu~nbo< ck ffdynxf ~kvuwvejnd ufj`ynkbt d`mw`nob nt ifwfbit j`uofj~ kb ck wfutntyfby ~kv `uf"
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TFDYNKB Y_K1 DKUWKU@YF TWKBTKUTCNW
Dkuwku yf twkbtkutcnw nt d`tc ku nblnbi ff #tvdc t ikb`ynbo wukivdy ku tfuxndf. w`ni yk b fxfby ku kuo`bnq`ynkbnb ufyvub ku `ddftt yk wukmkynkb `bi wvejndny~" Ny„t `bkycfu `~ yk nbduf`tf ~kvu wukjf nycnb ycf dkmmvbny~ `bimfin`"
Kuo`bnqnbo fxfbyt nt ynmf bi uftkvudf dkbtvmnbo* tk ku WU wvuwktft ~kv m`~ `by yk jnbl ~kvutfj nyc bfxfby efnbo cktyfi e~ bkycfu kuo`bnq`ynkb" Lffw b f~f kvy nb ~kvu jkd`j dkmmvbny~ ku fxfbyt yc`y jnob nyc ~kvueu`bi„t lf~ mftt`onbo `bi ~kvu evtnbftt„ x`jvft"
_c~ Dkmw`bnft Twkbtku@jyckvoc ycf ufdnwnfby k ~kvu twkbtkutcnw m`~ ef bkbwuky* twkbtkutcnw tckvji bky ef dkbvtfi nyc wcnj`bycukw~Wcnj`bycukw~ nt tvwwkuy k ` d`vtf nyckvy `b~ dkmmfudn`j nbdfbynxf" Dkmw`bnft vtf twkbtkutcnw yk `dcnfxf
dkmmfudn`j keafdynxft* tvdc `t1
‥ Cfnocyfbfi xntnenjny~1 Twkbtkutcnw onxft ~kv wvejndny~ kwwkuyvbnynft* tvdc t ~kvu jkok kb h~fut ku
ynyjf twkbtkutcnw k `b fxfby #ku fs`mwjf* ‚Ycf Ufduf`ynkb Tck* wuftfbyfi e~ Akcb„t Kvyikku Twkuyt”."
‥ Tc`wnbo dkbtvmfut `yynyvift1 Nmwukxf ~kvu nm`of `t ` dkmmvbny~mnbifi evtnbftt"
‥ B`uukd`tynbo1 Fxfby twkbtkutcnw `jjkt ~kv yk ckbf nb kb twfdnd y`uofyfi m`ulfyt"
Eviofynbo Hku Twkbtkutcnw
kv m`~ `by yk uftfuxf wkuynkb k ~kvu m`ulfynbo eviofy ku twkbtkutcnw kwwkuyvbnynft* ku tfy tnif wufifyfumnbfi mkvby k nbxfbyku~ ku ikb`ynkbt bi twkbtkutcnwt"
M`lf ycf Mkty k Ikb`ynkbt ku Twkbtkutcnw
Ikb„y avty ufj~ kb ycf twkbtkufi kuo`bnq`ynkb„t fxfby m`b`ofu yk wukmkyf ~kvu ikb`ynkb yk ycf mfin` — ~kv„jj `by ykdkby`dy ycf jkd`j bftw`wfu ~kvutfj yk tfy vw ` wckyk tckky bi yfjj ycfm ekvy ycf tyku~"
8/8/2019 A Beginner's Guide to PR
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TFDYNKB YCUFF1 W@NI WUKMKYNKB
0" @ixfuyntnbo
_cnjf `ixfuyntnbo ntb„y uf`jj~ wvejnd ufj`ynkbt f yckvocy yk nbdjvif ny cfuf `t ny d`b ef xfu~ dkmwjnmfby`u~ yk ~kvu WUd`mw`nob"
Ef H`nu
_cfb kulnbo kb ~kvu wvejnd ufj`ynkbt d`mw`nob* lffw nb mnbi yc`y mfin` m`lf ycfnu jnxnbo ukm `ixfuyntnbo" Mfin``uf ifjvofi kb ` i`nj~ e`tnt e~ ufpvftyt ku finykun`j dkxfu`of* twkbtkutcnwt* `bi uff tw`df `bi* jnlf ny ku bky* ycfuf nt
` jnmny kb ck mvdc ycf~ d`b onxf" Mfin` kvyjfyt jnlf `jj kycfu evtnbfttft bffi yk tck ` wuky nb kuifu yk ty`~ nbevtnbftt" N ~kv„uf `bbkvbdnbo ` `dyku~ djf`u`bdf t`jf* ev~ `b `i" N ~kv„uf `bbkvbdnbo yc`y ~kv„xf ikb`yfi tkmf k ~kvu nbxfbyku~ yk ycf jkd`j dkmmvbny~ dfbyuf* wvy ny nb ` bft ufjf`tf"
@ Hf Ynwt @ekvy Mfin` Ev~nbo1
^kv m`~ ef fjj xfutfi nb mfin` ev~nbo* evy cfuf `uf ` f ycnbot yk lffw nb mnbi1
‥ Mfin` kvyjfyt jnlf yk y`lf mkbf~ ukm ycfnu dkmwfynykut" Tkmfynmft ~kv bffi yk ev~ ekyc dkmwfynbo
mfin` kvyjfyt* evy mkuf kyfb ~kv ikb„y" ^kv d`b ufpvfbyj~ bfokyn`yf ` efyyfu if`j n ~kv yfjj mfin`
kvyjfyt ~kv„jj ev~ ycfm `bi bky ycfnu dkmwfynyku"
‥ _cfb ~kv dckktf ~kvu `i ev~* d`ufvjj~ dkbtnifu ycf ifmkou`wcndt ~kv `by yk y`uofy" ^kv ikb„y `j`~t
bffi ycf enoofty bftw`wfu ku u`ink ty`ynkb" Hku fs`mwjf* ycf eno u`ink ty`ynkb mnocy c`xf ycf j`uofty
`vinfbdf* evy n yc`y `vinfbdf nt mktyj~ ~kvbo ufbyfut* ycf~„uf wuke`ej~ bky ycf y`uofy dvtykmfut ku ` ckyyve ufy`njfu"
‥ ^kvu `i mnocy c`xf mkuf nmw`dy nb ` twfdnd tfdynkb k ~kvu bftw`wfu" Dkkuinb`yf w`ni wukmkynkb tk
ny c`t ` efyyfu dc`bdf k `wwf`unbo bf`u wkttnejf tyku~ dkxfu`of" Ny„t bky dcf`w* tk m`lf ~kvu `ixfuyntnbo
kul c`uifu `bi tm`uyfu"
‥ Ycf ixfuyntnbo bi finykun`j ifw`uymfbyt y mfin` kvyjfyt kwfu`yf nbifwfbifbyj~" Fxfb n ~kv„uf eno
`ixfuyntfu nyc ~kvu jkd`j u`ink ty`ynkb* ikb„y yu~ yk vtf yc`y `t ` uf`tkb ku ycfm yk dkxfu ~kvu tyku~"
‥ Ufmfmefu* tvddfttvj ixfuyntnbo nt ekvy okki unynbo `bi ufpvfbd~ #ycf bvmefu k ynmft ~kvu i njj
uf`dc ycf t`mf wfutkb nb ` onxfb wfunki."
5" Mfin` Twkbtkutcnw `bi Wukmkynkbt
Mfin` twkbtkutcnw `bi wukmkynkbt `uf cfjwvj n ~kv„uf cktynbo `b fxfby" Ycftf ‚x`jvf`iifi wukmkynkbt” ukvbi kvy~kvu ixfuyntnbo d`mw`nob* bi tckvji jmkty j`~t ef nb wj`df n ~kv uf m`lnbo tnobnd`by i ev~ nyc mfin`kvyjfy" kv tckvji fswfdy b fxfb tyukbofu wukmkynkb n ~kv c`xf ou`byfi ycf mfin` kvyjfy ynyjf twkbtkutcnw k ~kvufxfby" #Hku fs`mwjf* ‚Ycf Tf`yyjf Kvyikku Ufduf`ynkb Tck* wuftfbyfi e~ ycf Tf`yyjf Ynmft"”.
Mfin` wukmkynkbt dkmf nb x`unkvt infufby kumt" Ycf mkty dkmmkb mfin` wukmkynkbt `uf1
U`ink+Yfjfxntnkb1
‥ Ykkukbf i ev~t #ku ev~ kbfofy kbf ev~t. uf kyfb fsyfbifi yk bkbwuky fxfby kuo`bnqfut"
‥ Wufwukivdfi wukmkynkb`j twkyt1 Ycftf `uf xfu~ x`jv`ejf `bi vtv`jj~ `uf dfbyfufi kb `b kb`nu
wukmkynkb tvdc t yndlfy onxf``~t ku twfdn`j bnocy ku jntyfbfut k ycf ty`ynkb" Ycftf wukmkynkbt kyfb
nbxkjxf ` iunxfyk jkd`ynkb cfuf jntyfbfut c`xf yk xntny ` tykuf yk wndl vw `b fbyu~ kum"
‥ Yu`d ku Bft twkbtkutcnw1 Yfb yk xftfdkbi `dlbkjfiofmfbyt k ycf fxfby yc`y wufdfif ku kjjkbft* twkuyt ku yu`d ufwkuyt"
‥ Dkmmvbny~ duvntfu mfbynkbt1 Kb`nu mfbynkbt `ekvy ycf fxfby ukm ycf ty`ynkb„t dkmmvbny~ fxfbyt x`b"
‥ Jnxfjnbfut" Jnxf kb`nu bbkvbdfmfbyt m`if e~ ycf IA"
‥ Ufmkyf euk`id`tyt1 Kbj~ onxfb nb twfdn`j dnudvmty`bdft" Jnxf euk`id`ty ukm ycf fxfby yk cfjw iunxf
yndlfy t`jft ycukvoc ycf fxfby"
8/8/2019 A Beginner's Guide to PR
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Bftw`wfu1
‥ Wukmkynkb j it nyc ` dkbyfty fjfmfby
‥ Ikb`yfi tw`df nb ycf bftw`wfu
‥ Kycfu wukmkynkb`j wkttnenjnynft — fetnyft* bftw`wfu wukmkynkb`j m`yfun`j onxf``~t tvdc `t e`ot `bi
wfbt* `i tw`df ku ekkyc tw`df `y `b fxfby yk tfjj tvetdunwynkbt"
Wukmkynkb`j X jvf1 M`lf tvuf ~kv jkkl `y ycf x`jvf ycf mfin` w`uybfu nt onxnbo ycfnu wukivdy nb lnbi ku yu`if" @tl1 ntycnt ycf yuvf kuyc; Hku fs`mwjf* ycf x`jvf k fetnyf wuftfbdf c`t ifdjnbfi kxfu ycf j`ty dkvwjf k ~f`ut" M`lf tvuf
ycf x`jvf ycf~ wj`df kb jntynbo ~kvu wukivdy ku dkbyfty kb ycfnu fe tnyf nt uf`jntynd — ycnt dkvji x`u~ ifwfbinbo kb ycftvddftt k ycfnu fetnyf"
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TFDYNKB HKVU1 DUNTNT DKMMVBND@YNKBT
Duntnt dkmmvbnd`ynkbt nt ` eu`bdc k wvejnd ufj`ynkbt yc`y ~kv ckwfvjj~ kb„y c`xf yk if`j nyc" Ny„t `ekvy if`jnbonyc bfo`ynxf nm`oft k ~kvutfj ku ~kvu dkmw`b~ nb ycf mfin`"
Jfy„t t`~ ~kv nbty`jj ` cky yve `y ` jkd`j dkmmvbny~ dfbyuf* `bi xf lnit ifxfjkw tfxfuf u`tcft `yfu vtnbo ny" Ycf jkd`jmfin` ofy ` ckji k ycf tyku~ `bi ycf bfsy ycnbo ~kv lbk* fxfu~kbf„t y`jlnbo `ekvy ck e`i ~kvu dkmw`b~ `bi nytwukivdyt `uf"
0" If`jnbo nyc ycf Tyku~
Ycfuf `uf ycuff m`nb `~t yk if`j nyc duntnt tnyv`ynkbt1 Kbf nt yc`y ~kv jnf jk* ufvtf yk y`jl yk ycf mfin`* `bi ckwfycf tyku~ okft ``~" Vbkuyvb`yfj~* ycnt ikftb„y vtv`jj~ kul efd`vtf ny m`lft ~kv jkkl ovnjy~ `bi uvmkvut njj h~cfb ~kv„uf bky kvy ycfuf iffbinbo ~kvutfj"
@bkycfu tdckkj k yckvocy mkbo WU wukfttnkb`jt nt yc`y ~kv tckvji twnb b~ tyku~ ~kv d`b yk m`lf ~kvutfj jkkl okki — fttfbyn`jj~* jnf" Ycnt mnocy bky tkvbi tk djfxfu* `bi ny ntb„y" Dc`bdft `uf* ~kvu jnf njj ef kvbi kvy `bi ~kvuufwvy`ynkb njj ef fxfb mkuf i`m`ofi yc`b ny `t cfb ycf tyku~ `ekvy ycf u`tcft uty euklf"
Ycf efyyfu `~ yk if`j nyc e`i mfin` dkxfu`of nt yk `df vw yk ~kvu mnty`lf `bi yfjj ycf yuvyc" Ycf lf~ nt ykik tk nb ` `~ yc`y tckt ~kv `uf ofbvnbfj~ tkuu~ ku ~kvu mnty`lf `bi yc`y ~kv„uf iknbo ~kvu efty yk ufdyn~ ny" Hkufs`mwjf* ~kv mnocy kwfbj~ wkjkonqf ku ycf u`tcft* fswj`nb c`y d`vtfi ycfm* bi nmmfin`yfj~ s ycf wukejfm"Fxfb efyyfu* ~kv mnocy kfu yk onxf 07 wfudfby k ~kvu wukyt ku ycf bfsy yk mkbyct yk ycf dkmmvbny~ dfbyuf kubf fpvnwmfby" Ku ~kv dkvji kfu yk tfbi ~kvu ty` yk dcfdl kb ycf dcfmnd`j jfxfj nb kycfu djnfbyt„ cky yvet" Y`lfuftwkbtnenjny~ ku ycf wukejfm — bi ku snbo ny"
5" Duntnt Nbyfuxnft
Jfy„t t`~ ` ufwkuyfu `byt yk nbyfuxnf tkmfkbf ukm ~kvu dkmw`b~ `ekvy ycf u`tcft"
Efkuf ycf nbyfuxnf
Fbtvuf ~kv c`xf iftnob`yfi twklftwfutkb yc`y njj if`j nyc jj mfin` nbpvnunft" Ycnt wfutkb tckvji c`xf fsyfbtnxflbkjfiof `ekvy ycf dkmw`b~* ef `b ffdynxf `bi tyu`nocyku`ui twf`lfu* `bi `wwf`u `ttfuynxf"
^kv m`~ bky c`xf mvdc ynmf yk wufw`uf* tk ny„t nmwkuy`by yk ycnbl `ekvy ck ~kv mnocy c`bijf mfin` nbpvnunft" Yu~ yk `byndnw`yf ufwkuyfut„ pvftynkbt `bi ck ~kv mnocy `btfu ycfm" C`xf `dyt kuo`bnqfi `bi `y c`bi" Ycnbl `ekvy`bi unyf ikb ycf wknbyt ~kv tckvji m`lf"
Ivunbo ycf nbyfuxnf
‥ Dkmmvbnd`yf ycf mkty nmwkuy`by wknbyt uty"
‥ Ef d`ufvj nyc jf`inbo pvftynkbt yc`y mnocy wvy kuit nbyk ~kvu mkvyc" Ycnt lnbi k pvftynkb mnocy
efonb nyc* ‚Ikb„y ~kv ycnbl yc`y""";”
‥ @btfu pvftynkbt `bi ycfb euniof yk ~kvu bfsy wknby"
‥ Yfjj ycf yuvyc"
‥ Hkdvt kb ycf wktnynxf" Cnocjnocy ck ~kv `uf uftkjxnbo ycf wukejfm* `t fjj `t ~kvu jkbo t`fy~ ufdkui"
‥ Ikb„y ef fx`tnxf" N ~kv ikb„y c`xf `jj ycf `dyt ~fy* onxf ` okki uf`tkb c~ ycf~ `ufb„y `x`nj`ejf ku c~
~kv d`b„y intdjktf ycfm ~fy" T`~ cfb ~kv njj c`xf ycf ify`njt n wkttnejf"
‥ Y`lf ycf b`mft `bi wckbf bvmefut k ufwkuyfut `bi ofy e`dl yk ycfm cfb ~kv ik c`xf `jj ycf
nbkum`ynkb" Ofy e`dl yk ycfm fs`dyj~ cfb ~kv t`ni ~kv kvji"‥ @wwf`u dkbdfubfi ekvy ycf nttvf evy bky kuunfi"
‥ Ikb„y twfdvj`yf `ekvy c`y c`wwfbfi" Onxf `dyv`j nbkum`ynkb kbj~"
@bi j`tyj~* ~kv d`b„y `kui yk t`~ ycf ukbo ycnbo cfb ~kvu ufwvy`ynkb nt `juf`i~ kb ycf jnbf" N ~kv `ufb„ydkmkuy`ejf if`jnbo nyc ycf mfin` vbifu wufttvuf* ycnt mnocy ef ycf ynmf yk cnuf wukfttnkb`j yk twf`l kb ~kvuefc`j"
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YKUKBYK577 - 3>7 ^KBOF TYUFFY YKUKBYK* KBY@UNK* M9_ 4W9 Y1 908">88"40?7ykukbykGdvuxfdkmmvbnd`ynkbt"dkm
X@BDKVXFU055 - 0757 M@NBJ@BI TYUFFYX@BDKVXFU ED X8E 5Y6 Y1 879"839"40?7x`bdkvxfuGdvuxfdkmmvbnd`ynkbt"dkm
_f ckwf ~kv fbak~fi kvu fekkl" Wjf`tf ofy nb
ykvdc nyc vt ku ~kvu dkmwjfmfby`u~ dkmmvbnd`ynkbt tyu`yfo~ wukwkt`j"
DKBY@DY1 DVUXF DKMMVBND@YNKBT