Xelisufleba da sazogadoeba (istoria, Teoria, praqtika)” Scientific magazine “authority and society

gamoyenebuli literatura:
1. baraTaSvili evg., TakalanZe l., abralava an., menejmenti da administrireba. Tb.,
2007

2. Дойль П., Менеджмент. Стратегия и Тактика. СПБ., 1999

3. Грауссмен Д., Стратегический государственный менеджмент._Проблемы теорий и практики
управления, №1, 1996

4. Чиркин В., Государственное управление. М.,2002

5. Carter S., Management and local Government., N.Y., 1984

6. Heady F., Public Administration. N.Y., 1991

7. Pery j., Public Management. N.Y., 1983

Summary
Temur Todua, Mariam Natsvlishvili

Administer and Management in the system of Public Administration
Administrative Government has a broad sphere of application. It’s realized on the state level as well as on the local, community, governmental and official levels. In contrast to the Public Administration, which could spread all over the country, the sphere of influence of regional and State Management is more specific and narrow.

The usual sphere of Management is relatively small community, where manager is acting on behalf of this community.

Management could be realized in Administrative body as well as in communities having no connection with administrative activities.

Резюме
Темур Тодуа, Мариам Нацвлишвили

Администрирование и менеджмент в системе государственного управления
Административное управление имеет широкую сферу применения. Оно осуществляется в общегосударственном масштабе, на местном уровне, в том или ином коллективе, органами управления и должностными лицами. В отличие от публичного администрирования, которое может распространятся на страну в целом, определенный регион и др., государственный менеджмент имеет более узкую сферу воздействия и более конкретный характер. Обычная сфера менеджмента – сравнительно небольшой коллектив; действия менеджера внутри этого коллектива и от имени коллектива вовне. Менеджмент может осуществляться внутри чисто административного органа и внутри колективов, которые не связаны с административной деятельностью.

sazogadoebrivi ganviTarebis Tanamedrove etapze, socialuri da politikuri struqturebis kardinalurma cvlilebebma da axalma RirebulebiTma orientaciebma ganapiroba politokuri lideris fenomenis Seswavlis aucilebloba. Aamdenad is mkvlevarTa yuradRebis centrSi moeqca. (2,gv.3) Ppolitikuri lideri, rogorc konkretuli pirovneba, sayovelTao, zogad niSnebTan erTad gansakuTrebuli da specifiuri niSnebis matarebelia. TiTeuli lideri Tavisi epoqis produqtia. Mmocemuli epoqis ganviTarebisa da cvalebadobis kanonebi, misi Taviseburebani mas ayalibebs, rogorc sxva epoqis liderisgan gansxavebuli niSan-Tvisebebis mqone fenomens. L

lideri ar Semoifargleba zogadi da gansakuTrebuli niSnebiT. mas am niSnebTan erTad axasiaTebs calkeuli, mxolod individualuri niSnebi, romlebic mravali sxvadasxva faqtoriT ganisazRvreba. Lliders yovel istoriul epoqaSi, sxvebisgan gansxvavebuli adgili uWiravs. is xasiaTdeba pirvel rigSi, socialuri pirobebiT, rac gansazRvravs mis individualur Taviseburebebs, aqvs sxvebisgan gansxvavebuli bunebrivi da socialuri niSnebi: biologiuri agebuleba, xasiaTi, temperamenti, niWi, midrekilebebi, miznebi. Aamdenad, lideris, rogorc pirovnebis individualuroba determinebulia. politikuri lideri ZiriTadad socialur da politikur miznebs sakuTari, individualuri da ,,Tavisi gundis” SesaZleblobebis mixedviT saxavs.

bunebrivia, is gulgrili da indeferenciuli ar aris im samoqmedo meTodebis, saSualebebisa da misaRwevi socialur-politikuri sitvaciisadmi, romelTa gadaWrac aucileblobas warmoadgens. Aamitom igi yovelTvis irCevs gansxvavebul elementebs, maT Soris sxvebze metad srulyofils. amasTanave politikuri lideri ar unda iyenebdes saxelisuflebo berketebs.

politikuri lideri specifiuri ,,bunebrivi SerCevis” produqtia. Cveulebriv, politikuri lideri unda flobdes socialuri da politikuri viTarebis analizis unars, magram es ar aris sakmarisi, amis garda, liders unda yavdes momxreebi, mimdevrebi, e.i sakmaod avtoritetiani politikuri moRvawe unda iyos.

yovelive zemoTqmuli gansakuTrebul mniSvnelobas iZens, rodesac saqme exeba araoficialur politikur liderebs da maT qmedeba-moRvaweobas. vfiqrob, rom politikuri xazis miRma, sakmaod xSirad simarTle ki ara, aramed Zlierebaa. Zlieri gansazRvravs politikas. misi Zliereba ki _ misi politikaa. Aadamiani am SemTxvevaSi saSualebaa da ara mxolod gansazRvruli individualuri fsiqologiuri niSan-Tvisebebis mqone pirovneba.

lideris tipiuri warmomadgenlebi, individualuri, fsiqikuri struqturiT, rom gamoirCevian xasiaTdebian Semdegi TvisebebiT: taqtiT, gambedaobiT, xasiaTis simtkiciT, gonierebiT, samarTlianobiT, SeupovrobiT da a.S. bunebrivia, eWvs ar unda iwvevdes is faqti, rom umravlesobis mxardaWerisa da ndobis uzrunvelyofa da SenarCuneba politikur liderebs rTuli amocanebis winaSe ayenebs.Aadamianis cnobierebis konservatiulbis gamo gaZnelebulia demokratiuli saxelmwifos mmarTvelobis sferoSi axali ideebis SeTviseba. xalxi samarTlianad moiTxovs liderisgan kompetenturobas, patosnebas, ndobas, zneobas da adamianur mopyrobas.

politikuri lideris cxovrebaSi udides rols asrulebs misi imiji. imiji, es aris sazogadobisadmi gamoxatuleba, esaa politikosis qmedebis koreqcia imis gaTvaliswinebiT, Tu ras iTxovs da ras elis misgan xalxi.

imiji sakmaod rTuli fenomenia, romelSic gadaxlarTulia sruliad sxvadasxva faqtorebi, romlebic aucileblad unda iqnas mxedvelobaSi miRebli, radgan imijis aRqma adamianis mier xdeba sxvadasxva arxis meSveobiT da TiTeuli maTganis saTanado samuSao unda iqnas Catarebuli. xSirad adamiani TavisTavs idealur arsebad aRiqvams, magram auditoriisa da xalxis TvalTaxedva am dros SeiZleba sruliad sxva iyos. imiji SeiZleba aseve gavigoT, rogorc adamianis daxmareba informaciis gadamuSavebaSi, garkveu;li recepti imisa, Tu rogor moviqceT. (4,gv,7)

liders xalxi unda aRiqvamdes, rogorc Zliers, agresiuls, winamZRols, romelsac mocemuli aqvs rogorc xelmZRvanelobis, ise waxalisebis da dasjis ufleba. xalxs ar uyvars susti da unebisyofo politikosebi. swori imijis Seqmna saTuTi saqmea. erTi mxriv lideri miiswrafis warmoCindes iseTi, rogoric yvela Cvengani. Aam TvalsazrisiT lideri erTi CvenTagania, magram amavdroulad, lideri Cvengan gansxvavebuli pirovnebaa, ris gamoc vaZlevT xmas arCevnebSi. Mman aqtiurad unda warmoaCinos agresiulobisa da metoqeobis Tvisebebi. Lliders ar SeuZlia bodiSi moixados yvelanairi saqcielis gamo. Mmas SeiZleba is braldeba wauyenoT, rasac is Tavad aRiarebs. is ufro qmedebis kacia. lideris garegnoba da misi sityva da manerebi_yvelaferi xazs unda usvamdes mis gansakuTrebul avtoritets garSemomyofTTaTvis. Llideri saubrobs sxvebze mets, xalxSi gamoCenis dros ar unda avlendes mRelvareba, radgan es daangrevs mis, rogorc yovlismcodne da yovlisSemZle winamZRolis imijs xalxis TvalSi. L

lideris Sesaxeb bevr informacias gvawvdis aramarto misi sityvebi, aramed qceva. unda gvaxsovdes, rom adamiani SedarebiT ufro kargad akontrolebs Tavis metyvelebas, vidre moZraobas. amitom liderebi ufro mSvidad grZnoben Tavs, roca prezidiumSi dgas iseTi magida, romelic faravs tanis qveda nawils, fexebis CaTvliT. Uunda gvaxsovdes, rom imijis dangreva ufro advilia, vidre misi Seqmna, raTa acilebuli iqnas yovelgvari uxerxuloba.

garkveul mniSvnelobas iZens aramarto is, Tu ra swams liders, aramed isic Tu ratom maincdamainc mas swams es, rac am faqts aniWebs pirovnul mniSvenelobas da axdens biografiis mSrali faqtebiT dramatizirebas.

imijze muSaoba P.R is erTerTi umTavresi amocanaa. imiji aris niRabi sazogadoebisTvis, romelic aucileblad unda iyos individis monacemze dayrdnobiT. magaliTad, Tu qmniT politikosis imijs, romelic bunebiT mxiaruli pirovnebaa. Aar SeiZleba SeuqmnaT mas Zalian seriozuli adamianis imiji.

imiji awesrigebs informaciis nakads. imiji rogorc idealuri suraTi, gacilebiT met xmas moutans kandidats, vidre politikoss warmodgenili dadebiTi da uaryofiTi TvisebebiT, radgan sazogadoebam unda miiRos is informacia, romelic surs rom moisminos. sazogadoebas ar aqvs Sexeba kandidatTan piradad, mas Sexeba aqvs politikosis imijTan. Aamitom warumateblobis SemTxvevaSi, ukeTesia imijis Secvla da ara politikosisa.

arsebobs imijis ramdenime varianti:

funqciuri (sarkiseburi, mimdinare, sasurveli, korporaciuli, mravalmrivi da a.S);

konteqsturi;

SepirispirebiTi.

sarkiseburs pirovnebis TviTSefasebas ukavSireben, mimdinares_sxvaTa mier individis aRqmas. sasurveli imijisken yoveli adamiani miiswrafis, aseTi imiji metad saWiroa axalSeqmnili struqturebisaTvis.

korporaciulSi _ dawesebulebis imijs moiazreben. Nnebismieri organizaciisaTvis imiji aucilebeli iaraRia, romlis meSveobiTac igi moipovebs klientebis ndobasa da sasurvel reputacias. aseT imijs gansakuTrebuli mniSvneloba aqvs finansuri struqturebisaTvis. rac Seexeba mravalmxriv imijs – imiji, rogorc erTi mTlianoba sistemur xasiaTs atarebs, amitom organizaciis romelime sferos warumateblobam SesaZloa uaryofiTi Sedegi gamoiwvios da zogadad struqturis reputaciazec iqonios gavlena.

SepirispirebiT anu SedarebiTi imiji – am SemTxvevaSi axlomdgomi imijebis [magaliTad, ori politikuri pretendentis] Sedarebas axdenen. imijis es saxe momgebiania saarCevno piar kampaniisTvis. (4, gv,16)

piradi avtoriteti mniSvnelovani safuZvelia politikosis statusisaTvis, agreTve im partiisaTvis, romelsac igi warmoadgens.

politikuri lideri organizaciis, partiis an mTeli sazogadoebis avtoritetuli wevria, romlis pirovnuli zegavlena mas saSualebas aZlevs arsebiTi roli Seasrulos politikur da ekonomikur cxovrebaSi.

WeSmariti lideri yovelTvis gansxvavdeba sxvebisagan. swored amaSia cnobili pirovnebebis saidumlo. isini garkveuli faseulobebiT ipyroben xolme adamianis cnobierebas... Tanamedrove lideri Tanamemamuleebis cxovrebiT unda cxovrobdes da nebismier momentSi swored unda gansazRvros maTi guneba-ganwyoba. man aTasobiT adamianTan megobruli urTierTobis damyareba da maTi interesebis dakmayofileba unda SeZlos.

Tanamedrove lideri yovel nabijze unda axdendes adamianuri siTbosa da xalxis bediT dainteresebis demonstrirebas, eswrafodes maTTan daaxloebas. lideris gulwrfeloba da gulRiaoba did mniSvnelobas iZens.

specialistebi lideris ramdenime tips gamoyofen:^

1. maRali TviT Sefasebis mqone politikosi – rac ufro maRalia politikosis TviT Sefaseba, miT ufro cudad reagirebs situaciaze da dabalia misi reaqtiuloba. aseTi lideri naklebad aris damokidebuli garemoze da mas ufro stabiluri “Sinagani standartebi” aqvs. am tipis pirovneba metismetad ambiciuria da iSviaTad iTvaliswinebs sxvebis [Tanagundelebis] azrs;

2. dabali TviTSefasebis mqone politikosi – is ufro metadaa damokidebuli sxva adamianebze da amdenad ufro reaqtiulia. amavdroulad Zalian mgrZnobiarea Sefasebis mimarT da misi TviTSefaseba imazea damokidebuli, Seaqeben Tu ara. fsiqologTa azriT, lideris es stilic ar aris efeqturi, radgan am SemTxvevaSi liders ar gaaCnia gamoxatuli pozicia;

3. adekvaturi TviTSefasebis mqone politikosi – aseTi lideri yvelaze saukeTeso saxea politikur arenaze. misi Sinagani da garegani politika TviTmtkicebas ar saWiroebs. Mmisi urTierToba TanamoazreebTan ufro efeqturia. Tavisi politikuri Sexedulebebis adekvaturad Semfasebeli lideri rogorc wesi, pativicemiT efyroba sxvebis azrs. Lliders unda axasiaTebdes Semdegi Tvisebebic:
- emociuri stabiluroba _ kargi lideri fsiqologiurad zrdasruli da garemosadmi adaptirebuli unda iyos, raTa efeqturad gadaWras mis winaSe mdgomi yvela sakiTxi;

- dominantoba _ liderebi xSirad konkurentulebi arian. maT moswonT barierebis gadalaxva;

- enTuziazmi _ aseTi liderebi aqtiurebi da eqspresiulebi arian, isini Tamamad reagireben cvlilebebze, swrafebi, fxizlebi da Tavisuflebi arian;

- keTilsindisiereba _ liderebSi movaleobis grZnoba Warbobs da isini Zalze momTxovnebi arian. maT Cveulebriv daxelovnebis maRali standartebi gaaCniaT da ukeT muSaobis survilic aqvT;

- “socialuri simamace” _ liderebs spontanurad gariskva sCveviaT.

erTi mxriv, isini socialurad agresiulebi arian, xolo, meore mxriv, sxvebis mimarT gulisxmierni da emociurad mdgradni;

- civi goneba _ kargi liderebi praqtikulni, logikurni da saqmianebi arian. maT ar axasiaTebT sentimentaloba da saRi azriT aRiqvamen kritikas.

• 
  Tavdajerebuloba _ liderebs ar axasiaTebT danaSaulis grZnoba. isini ZiriTadad usafrTxod grZnoben Tavs da winaswar ar dardoben Secdomebsa da “Cavardnebze”;
  
• 
  “moniakaluroba” _ liderebi Zalian zustad akontroleben TavianT socialur urTierTobebs. isini icaven sakuTar xelSeuxebobas da reputacias. maT gansakuTrebuli sifrTxile da windaxeduleba axasiaTebT, isini Zalze mozomilad Rebuloben gadawyvetilebebs da gegmaven ama Tu im RonisZiebebs. (4)
  

am ZiriTadi Tvisebebis garda, dRevandelobis liderebs iseTi Tvisebebic unda gaaCndeT, romlebic daexmareba maT sxvebis motivirebasa gaZRolaSi. Ffsiqologebic erTmniSvnelovnad aRiareben, rom liders unda SeeZlos momavlis Wvreta sxvebis darwmuneba imaSi, rom misi TvalTaxedva ndobas imsaxurebs. amisaTvis ki saWiroa:

• 
  energiuloba _ lideris erT-erTi piroba intensiuri mogzavroba da xangZlivi muSaobaa;
  
• 
  intuicia _ gamocdilma liderebma kargad ician intuiciis fasi, radgan logika da argumentacia maT yvela situaciaSi ver gamoadgebaT;
  
• 
  simwife _ kargi liderisaTvis pirovnuli Zalaufleba da aRiareba meore adgilze unda idges. sxvagvarad rom vTqvaT, brZaneblobis magivrad TanamSromlebis profesiul ganviTarebaze unda zrunavdes;
  
• 
  gunduri orientacia _ gunduri muSaobisas metad mniSvnelovania Tanaswori damokidebuleba xelqveiTebis mimarT, romelic aZlierebs gundur SekavSirebulobas;
  
• 
  empaTia _ “sxvis adgilze dadgomis” unaria. empaTiis gareSe adamiani ver moipovebs ndobas, rimelic esoden mniSvnelovania saukeTeso Sedegebis misaRwevad;
  
• 
  qarizma [pirovnuli xibli] _ Zlieri pirovnuli xiblis matarebeli liderebi warmatebiT axerxeben adamianebSi Zlieri emociebis aRZvras da iseTi xedvis Camoyalibebas, romelic ase aerTianebs da itacebs maT.
  

aRsaniSnavia, rom qarizmatulobis mcneba qarTvelebisaTvis ucxo ara aris da amdenad, qarTveli xalxisaTvis qarizmatuli lideris tipi metad siboluria. aRsaniSnavia isic, rom Zalian rTulia qarTveli xalxis idealuri politikosis portretis Camoyalibeba, radgan qarTuli sazogadoeba sakmaod kritikulia da sakuTar liders metad mkacr moTxovnebs uyenebs. Tumca mainc SesaZlebelia gamovyoT is Tvisebebi, romlebic qarTveli liderisaTvis aucilebelia:

- saerTaSoriso avtoriteti

- arakorumpirebuloba da patiosneba [es metad mtkivneuli Temaa Cveni qveynis mosaxleobisaTvis, radgan qarTvelebs korumpirebuli Cinovnikebis TviTnebobis mware gamocdileba gvaqvs].

politikosis imiji yovelmxriv unda Seesabamebodes mosaxleobis ganwyobas.

politikoss unda SeeZlos harmoniis damyareba misi amomrCevlis SefasebasTan da warmodgenebTan, drois moTxovnasTan. imijis ageba xdeba ara abstraqtulad, aramed damajerebeli faqtebisagan, romelsac pirovnebis cxovrebaSi aqvs adgili, arafrisgan da araraobisgan imiji ar iqmneba. imijis Sesaqmnelad garkveuli realuri safuZvlebia saWiro. imijis Seqmna da realizacia mudmivad unda mimdinareobdes lideris maxasiaTebeli Tvisebebidan udidesi mniSvneloba aqvs, kompetenturobas da profesionalizms, rac mis mier miRebul ganaTlebasa da gamocdilebasTn aris dakavSirebuli lideris kompetenturobas da profesionalizmis saCveneblad xazi unda gaesvas mis monawileobas ama Tu im mniSvnelovani, sasicicxlo mniSvnelobis procesSi.

liderisTvis imijis Sesaqmnelad arsebobs damatebiTi faqtorebi: warsuli, ojaxi. sporti, Sinauri cxovelebi,Hhobi da sisusteebi. (4,gv.63) Raribi qveynis politikosi metismetad xelgaSlilad da mdidrad ar unda cxovrobdes, yvelaferi es aSorebs politikosebs xalxisagan. Kkargi reputaciis Sesaqmnelad imijmeikerebma unda gadalaxon is barieri rac dgas lidersa da sazogadoebas Soris. Ees aris: mtroba, amoCemeba, apaTia, arcodna. saTanado muSaobis Sedegad isini unda iqcnen simpatiad, aRiarebad, interesad codnad. Ees ki warmatebis zrdis sawindari SeiZleba gaxdes. kanonia: xalxs ki ar unda daSorde piriqiT unda ecado masTan daaxloeba.

amrigad, politikuri lideri Tavis epoqis Svilia. Eepoqis ganviTarebis kanonzomierebani, socialur-politikuri tendeciebi, obieqturoba, realobani ayalibeben konkretuli politikuri lideris pirovnuli, misTvis damaxasiaTebeli specifikur niSan_Tvisebebs. mas epoqis sazogadoebriv, politikur, ekonomikur, kulturul da saxelmwifoebriv-erovnul cxovrebaSi Tavisi gansakuTrebuli adgili ukavia, xolo misi imiji Zalian mniSvnelovania, rom xalxma MmasSi ,,Tavisiani” dainaxos, rasac uTuod mosdevs mxardaWera.

Ggamoyenebuli literatura:

1. 
   aristotele ,,politika” Tb, 1995-1996;
   
2. 
   bucxrikiZe a. ,,politikri lideri” Tb, 1996;
   
3. 
   makiaveli n. ,,mmarTveli’ Tb, 1996;
   
4. 
   SubiTiZe v. ,,ra SeuZlia politikaSi karg imijs” Tb, 2000;
   
5. 
   SubiTiZe v. ,,gogi TofaZe warmatebuli biznesmeni da politikosi” Tb, 2003.
   

Summary
Temur Todua

Ciala Gagnidze

Political leader’s role in public administrative system
Social development during contemporary stage, radical changes in social and political structure, new trends and values showed the necessity of studying political leader’s phenomenon. Political leader has special features. He is the product of his epoch. Political leader has to have capacity for deep political analyzis, sense of tact, courage, leadership and communication skills, education and fairness.

Sense of charisma is not unfamiliar for Georgian people. However national charismatic leader is quite symbolic for Georgians. It is difficult to create ideal political prototype in Georgia, because society is very critical and expects him to face extremely hard challaenfes.

Political leader is the product of his epoch. Modern epoch’s development, social-political tendencies are creating specific features of political leader. He has his own particular place and image in the epoch’s social, political, economical, cultural and public life. If people see relations between them, they will encourage their leader.

РЕЗЮМЕ
Темур Тодуа

Циала Гагнидзе

Роль политического лидера в системе государственного управления.
На современном этапе общественного развития кардинальные изменения социальных и политических структур и новые ценностные ориентиры обусловили необходимость изучения феномена политического лидера. Политический лидер – носитель особенных начал. Как таковой он всегда продукт своей эпохи. Политический лидер должен обладать навыками глубокого анализа, обладать чувством такта, быть напористым, смелым, умным, с твердым характером и обостренным чувством справедливости.

Понятие харизматичности не чуждо грузинскому менталитету, наоборот, тип харизматичного лидера для грузин очень символичен, но в Грузии с большим трудом можно создать портрет идеального политического лидера по той причине, что грузинское общество само по себе критично и предъявляет к своим лидерам достаточно высокие требования.

Вообщем, политический лидер – дитя своей эпохи. Закономерности развития современной эпохи, социально-политические тенденции создают специфические особенности, характерные для конкретного политического лидера, который занимает в общественной, политической, экономической, культурной и государственно-национальной жизни страны свое особое место. Очень важным является его имидж, в котором народ обязательно должен узнавать «своего», после чего непременно следует поддержка.


PR-saqmianoba Tanamedrove epoqaSi sul ufro intensiurad iWreba sazogadoebrivi cxovrebis sxvadaxva sferoSi.

sazogadoebrivi cxovrebis demokratizacia aZlierebs socialuri subieqtebis urTierTqmedebas ekonomikaSi, politikaSi, socialur sferoSi.

socialur subieqtTa interesebis mravalferovnebas mivyavarT maT Soris brZolis gamwvavebamde, konfliqtebamde.

demokratia ver iarsebebs sazogadoebriv urTierTobaTa kargad awyo­bili sistemis, socialuri procesebis marTvis mecnieruli meTodebisa da konfliqtebis gadaWris specialuri meqanizmis gareSe. PR-i emsaxureba sazogadoebriv interesebs, aqcents akeTebs saerTo interesebsa da saerTo sakiTxebze. rogorc socialuri instituti, PR-i xels uwyobs adamianis, moqalaqis uflebaTa gafarToebas, adamianuri potencialis realizaciaSi Tanabari SesaZleblobebis Seqmnas.

cnobilia, rom dadebiTi reputaciis menejmentisa da PR-is gareSe SeuZlebelia sazogadoebis konsolidireba, qveynis stabilurobis uzrunvelyofa da aqtualur amocanaTa gadaWra. saxelmwifos, misi struqturebis dadebiTi imijis gareSe SeuZlebelia ekonomikuri da socialuri keTildReobis miRweva.

araefeqturad funqcionirebadi politikuri sistema warmoadgens politikur partiebs, regionebs, socialur da religiur jgufebs Soris mudmivi konfliqtebis wyaros.

PR-is rogorc marTvis Teoriisa da sazogadoebrivi urTierTqmedebis praqtikis ganviTareba mkafio maCvenebelia demokratiuli Tavisufle­bebisa da marTvis inovaciuri gzebis Ziebis survilisa. PR-i rogorc socialur procesTa marTvis meqanizmi SegvaZlebinebs ganvaviTaroT moqalaqeobrivi Segneba, SevagulianoT adamianebi problemaTa gadaWraSi. misi meTodebi, socialuri pasuxismgebloba, Tavisufali individis Segnebuli arCevani, sruli informacia SesaZlebels xdis efeqturad, umtkivneulod da minimaluri danakargebiT gadavWraT konfliqti ekonomikaSi, politikaSi, socialur sferoSi.

yovelive Tqmuli badebs moTxovnas kvalificiur PR-momsaxureobaze, gvkarnaxobs PR-saqmianobis mecnieruli analizis, misi praqtikis srulyofis aucileblobas. uamisod PR-saqmianoba gadaiqceva Sou-biznesis nawilad, rac aucileblad gaxdeba mizezi sazogadoebis mxriv misi armiRebisa.

PR-is mravalgvarovan literaturaSi araiSviaTad vxvdebiT PR-is rogorc marketinguli komunikaciis (mxolod da mxolod gamoyenebiTi amocanebiT) erT-erTi mimarTulebis viwro gagebas. PR-is funqciebi dayvanili xdeba informirebaze, darwmunebaze, komunikaciaze. ismis kiTxva, saWiroa Tu ara PR-Teoria (ix. 5, gv. 24-28, 75-78).

aRniSnul Tvalsazriss PR-saqmianoba dahyavs momxmareblebTan urTierTobebze, ugulvebelyofs ra amiT PR-is socialur funqciebs. sakmarisad ar fasdeba PR-is roli firmis, partiis imijis marTvaSi, mtkice reputaciis Seqmnis unari. PR-saqmianobis komunikaciaze reduqcia amaxinjebs PR-ze warmodgenas, mivyavarT misi socialuri funqciebisa da SesaZleblobebis ugulebelyofamde.

yovelive Tqmuli aucilebels xdis PR-saqmianobis socialuri aspeqtebis aqtualizebas. am statiis amocanaa gviCvenos PR-is socialuri, kulturuli mniSvneloba. statiis aqtualuroba mdgomareobs PR-saqmianobis socialur, eTikur da kulturul SesaZleblobaTa gaSlaSi.

PR-i sazogadoebriv cnobierebaze zemoqmedebs xatebisa da simboloebis sistemiT. amitom PR-is ukeTesi gagebisaTvis aucilebelia avxsnaT misi funqcionirebis ZiriTadi meqanizmebi. amgvar safuZvels, Cveni SexedulebiT, warmoadgens Sinaarsisa da formis gageba. Sinaarsisa da formis urTierTdamokidebulebaSi Sinaarsi mTelis gansazRvruli mxarea, obieqtis yvela Semadgeneli elementis, misi Sinagani Tvisebebisa da procesebis erTobaa. forma ki Sinaarsis gamoxatulebaa. Sinaarsi dinamiuri mxarea mTelisa, forma ki moicavs sagnis myari kavSirebis sistemas. obieqtis ganviTaebis gansazRvrul etapze forma TamaSobs ganmsazRvrel da aqtiur rols. forma i. kantis Tanaxmad mowesrigebis principia.

PR-saqmianoba, Cveni azriT, asrulebs Sinaarsis mowesrigebisa da TviT koreqciis funqciasac ki. Tumca es ar niSnavs imas, rom PR-specialistma mTeli yuradReba unda dauTmos mxolod formas. formis funqcia uzarmazaria da mniSvnelovani, Tumca misi Sinaarsisagan mowyveta gadaaqcevs mTels PR-saqmianobas formalizmad, sapnis buStad. Cveni azriT, PR-saqmianobaSi formis mniSvnelobis absolutizireba asaxavs socialur procesTa mecnieruli gagebis ararsebobas. msgavs primitiul PR-s ar ZaluZs Seasrulos strategiuli amocanebi da mudam firmisa Tu politikuri partiis kraxiT damTavrdeba.

Zalian mniSvnelovania gvesmodes, rom Tavad Sinaarsi cvalebadia, mudam ganviTarebis procesSia. maSasadame, forma mudam dinamiuri unda iyos, Seesabamebodes sazogadoebriv cvlilebaTa realur Sinaarss. axali Sinaarsi uryevad daiqvemdebarebs yvela formas da Secvlis maT. amasTan unda gvaxsovdes, rom forma es aqtiuri sawyisia da, maSasadame, mas SeuZlia gaSalos Sinaarsis potenciali, misces mas mimarTuleba. formas ZaluZs gaaaqtiuros mTelis aRmSeneblobiTi Zalebi, xeli Seuwyos yvelaze mTavarisa da faseulis ganviTarebas. sainformacio teqnolo­giebis batonobis epoqaSi izrdeba sazogadoebis zegavlena xatebisa da simboloebis meSveobiT.

PR-is mTavari amocanaa Camoayalibos xatebisa da simboloebis axali pozitiuri sistema, e.i. formis _ xatebisa da simboloebis meSveobiT Camoayalibos axali kultura urTierTobebisa politikaSi, biznessa da pirovnebaTaSoriso komunikaciaSi.

PR-is mTavari amocanaa gamovavlinos faruli, gamorCenili rezervebi, dagvexmaros SeuTanxmeblobis acilebaSi, urTierTmisaRebi da urTierT­sasargeblo gadawyvetilebis povnaSi.

PR-s ZaluZs Sescvalos sazogadoebrivi azri da adamianTa qceva ukeTesi mimarTulebiT. Sokuri PR-is meTodiT specialists SeuZlia daexmaros sazogadoebas, socialur jgufs, gadalaxos saukuneobrivi stereotipebi. Sokuri PR-i qmnis sainformacio nakads, sazogadoebis yuradRebas miapyrobs ganviTarebis aqtualur problemebze. igi aZlevs saSualebas PR-specialists flobdes da marTavdes sainformacio sivrces. amitom, Cveni azriT, PR-saqmianobas ZaluZs zegavlena moaxdinos sazogadoebisa da saxelmwifos istoriuli ganviTarebis veqtorze.

ra Tqma unda, yovelive es SesaZlebelia, Tu PR-saqmianoba daeyrdnoba sazogadoebriv mecnierebebs, mkacs angariSsa da kreatiu­lobas.

PR-saqmianobaSi did rols TamaSobs sazogadoebis winaSe mdgari problemebis gadaWris meTodebi da instrumentebi. sazogadoebis ndoba mxolod maSin SeiZleba moipovoT, Tu Tqven adamianebs aZlevT movlenebis Sesaxeb srul informacias, aZlevT maT Tavisufali da Segnebuli arCevanis uflebas. PR-specialistis pozicia mudam unda iyos pozitiuri, konstruqciuli da urTierTsasargeblo.

pozitiuris safuZvelze SesaZloa moinaxos gamosavali, aigos konstruqciuli urTierTobani ekonomikursa da politikur subieqtebs Soris. negatiuri ki sazogadoebrivi cnobierebis paralizebas axdens, amZimebs problemebs, xels uSlis sazogadoebis winsvlas progresisaken. negatiuri mudam `Savi~ PR-is manipulatorebisa da moyvarulebis instrumentia. manipulatorebi mudam orientirebulni arian lokalur, viwrojgufur da arakeTilsindisier amocanebze. maTi meTodebi ara­si­cocxlisunariania da negatiurad moqmedebens sazogadoebis ganviTa­rebaze. sazogadoeba uaryofs `Savi~ PR-is meTodebs, vinaidan xedavs mis uperspeqtivobas. adamianebi xvdebian, rom `Savi~ PR-i ki ar wyvets problemebs da konfliqtebs, aramed amwvavebs maT. `Savi~ PR-is mani­pulatorebsa da momxreebs sazogadoeba pasuxobs maTi legitimurobis uaryofiT, rasac es politikosebi da biznesmenebi daRupvamde mihyavs (ix. 4. gv. 113-120). PR-Si mTavaria ara darwmuneba an gadarwmuneba, aramed arsebul problemaTa piris swori gagebis miRweva, maT gadaWraSi dainteresebul mxareTa erToblivi monawileobis miRweva.

es SesaZlebelia mxolod maSin, roca aqcenti keTdeba individis (adamianis) rogorc zogad, ise pirad sargeblobaze. amitom PR-specialisti unda gaerkves mTelisa da nawilis dialeqtikaSi.

adamiani rogorc subieqti mudam mTelis nawilia. misi arseboba, TviTrealizacia warmoudgenelia sazogadoebis, e.i. mTelis gareSe. sazogadoebis ganviTareba ki damokidebulia subieqtis, e.i. individis ganviTarebis doneze. amitom PR-is amocanaa gaaaqtiuros daintere­sebuloba mTelis, e.i. sazogadoebis ganviTarebiT. PR-s ZaluZs uCvenos subieqts, rom saxeldobr mis aqtiur cxovrebiseul poziciazea damokidebuli sazogadoebis ganviTarebis done da xasiaTi, pirovnebaTa­Soriso urTierTobaTa, adamianis komfortuli yofis kultura.

PR-saqmianobis sayrdenia socialuri pasuxismgeblobis principis dacva. principi `fuli nebismier fasad~ warsuls bardeba. firmis momavali ganisazRvreba ara mxolod teqnologiuri parametrebiT, aramed upirveles yovlisa, sazogadoebis ndobis doniTa da Tavad firmis, komunikaciis sferos xelmZRvanelebisa da specialistebis eTikuri reputaciiT. moralis normebisa da socialuri pasuxismgeblobis ugule­bel­yoba aramomgebiania da mas mivyavarT daRupvamde (kraxamde) rogorc biznesSi, ise politikaSi. sazogadoebis keTildReoba nebismieri biznesisa da politikis mizania. amis ugulebelyofas mivyavarT ndobis Seryevamde da PR-saqmianobis araefeqturobamde.

socialuri pasuxismgeblobis demonstrireba xorcieldeba ekolo­giur, socialur proeqtebSi monawileobiT, ganaTlebis, kulturis, sportis dasponsprebiT. socialuri pasuxismgeblobis pozicionireba unda gaxdes prioriteti PR-saqmianobis yvela formaSi. es gaxdeba PR-amocanebis efeqturi gadaWris safuZveli.

PR-specialists unda axsovdes, rom moraluri avtoriteti mudam maRla dgas realur ekonomikur da politikur Zalauflebaze. ZiriTadi eTikuri normebi istoriulad mimarTulia sicocxlis dacvasa da ganviTarebaze, Rrmad zis adamianis qvecnobierebaSi da amitom mTavar rols asrulebs garemomcvelTa aRqmaSi, Sefasebasa da moqmedebaSi. is firmebi, politikosebi, romlebic ugulebelyofen moralis normebs, iCenen araSorsmWvretelobas, xelmZRvanelTa msoflmxedvelobis SezRu­du­lobas. mzardi konkurenciisa da sazogadoebis yvela segmentis urTierTganpirobebulobis Tanamedrove pirobebSi SeiZleba warmatebiT vimoqmedoT mxolod grZelvadiani strategiis filosofiaze dayrdnobiT. eTikuri normebis dacvas mivyavarT amgvar warmatebamde da did mogebamde.

mTavari faseuloba yovel droSi iyo da iqneba adamianis sicocxle da janmrTeloba. amitom warmoebul saqonelSi mudam unda mivuTiToT misi SesaZlo uaryofiTi Sedegebi, gansakuTrebiT bavSebisaTvis, fexmZime qalebisaTvis, invalidebisaTvis. am problemebisadmi yuradReba amaRlebs firmis avtoritetsa da reputacias. firmis mxridan bavSvebis momavalze zrunva mudam pozitiurad aRiqmeba sazogadoebis mier.

adamianebma unda dainaxon da Seignon Tqveni firmis, partiis mniSvneloba sazogadoebisTvis, misi socialur-ekonomikuri da zneobrivi ganviTarebisaTvis. PR-saqmianobis wyalobiT Tqveni firma, partia xdeba socialuri ganviTarebis mniSvnelovani subieqti. amis gageba Secvlis adamianTa azrsa da qcevas, rogorc mTlianad biznesis, ise Tqveni firmis mimarTac.

PR-specialisti firmis, partiis moraluri agenti unda iyos. PR-saqmianobis daxmarebiT amgvar moralur agentebad SeiZleba da unda gaxdnen firmis muSakebi. PR-is amocanaa firmis SigniT politikuri saorganizacio kulturis formireba. damtkicebulia, rom danakargi personalis araloialuri damokidebulebisa gamo saSualod samjer metia, vidre konkurentebisa da aramegobrul masobrivi informaciis saSualebaTa saqmianobisa gamo. samwuxarod, zogierTi firma ifargleba personalis qcevis kontroliT, personalis informireba ki arasrul da araregularul xasiaTs atarebs. personalTan ukukavSiri Zalian SezRudulia. personali mudam informaciis gareT translatoria. amitom Sinaganma PR-ma unda aamaRlos personalis loialobisa da motivi­re­bu­lobis done. amaSi mTavar rols TamaSobs PR-menejeris mier keTilgan­wyo­bisa da fsiqologiuri komfortis atmosferos Camoyalibeba. es amaRlebs urTierTsargeblobis da urTierTdaxmarebis dones, rac mTlianobaSi Seesabameba sociumis ganviTarebis amocanebs.

amgvarad, PR-saqmianobis eTikur standartebs ZaluZs daaCqaron civilizebuli da harmoniuli socialuri urTierTobebis Seneba. calkeuli firmebis mier eTikuri standartebis amaRlebis Sedegad igebs mTeli sazogadoeba.

firmis SigniT axali urTierTobani zegavlenas axdens momxma­reblebTan da mTlianad sazogadoebasTan urTierTqmedebis kulturaze. kulturas, rogorc normebis, tradiciis, Rirebulebebis, adamianuri moRvaweobis organizaciis sistemasa da fabliq rileiSenzs Soris arsebobs mravalferovani kavSiri. Tavad PR-moRvaweoba adamianTa urTi­erTobis, samewarmeo da saxelmwifoebrivi cxovrebis gansazRvruli da ganviTarebuli kulturis gamovlenaa. firmis, partiis moRvaweobas PR-i aCvenebs farTo socialur da kulturul konteqstSi. mTavari ideebis gadmosacemad PR-aqciebis dagegmvisas farTod gamoiyeneba kulturis da xelovnebis sfero. PR-i xels uwyobs kulturisa da xelovnebis dafinansebas. PR-moRvaweoba kulturis dargSi aseve dadebiTad moqmedebs PR-specialistis profesionalizmis srulyofaze.

Tanamedrove menejmenti atarebs upirvelesad kulturul xasiaTs. PR-moRvaweoba gamoiyeneba kompaniis saofise sivrcis meSveobiT, esTetikuri stilisa da ganwyobis gadmosacemad. PR-i axdens dizainis stimulirebas. PR-i garkveuli azriT xels uwyobs modeluri xelovnebis ganviTarebas, radgan personalis Cacmis stili, urTierTobis manera xSirad specia­listis mier dasmuli miznis miRwevaSi sakvanZo sakiTxs warmoadgens.

PR-s Seswevs unari Secvalos adamianis ieri, garegnoba, qcevis manera. PR-specialists unda axsovdes, rom xelovnebaSi, Sou-biznesSi forma yovelTvis dominirebs Sinaarsze. formis mravalferovneba, dinamiuroba warmoadgens warmatebis sawindars. dinamikuri formebi axdens ufro mZlavr gavlenas axalgazrdobaze. statikuri formebi ki meti popu­larobiT ufros TaobaSi sargeblobs. PR-specialists unda axsovdes, rom Sou-biznesSi moqmedebs gansxvavebuli moraluri da sazogadoebrivi standartebi. xelovnebas, Sous yovelTvis aRiqvamen rogorc Semo­qme­debis, TviTgamovlenis maqsimalur Tavisuflebas. amitom aq uaryofilia administraciuli da zneobrivi SezRudvebic ki. axalgazrdebisaTvis Zalian mimzidvelia urCi meambozis xati. skandali, intriga, xmamaRali ganscxadebebi politikaze, ekologiaze, omze msaxiobis mudmiv Tana­mgzavrad iqca. msaxiobi yovelTvis unda rCebodes unikalur, ganume­orebel pirovnebad.

PR-specialistebs SeuZliaT Seitanon arsebuli wvlili kinos, Teatraluri festivalebis, mxatvarTa gamofenebis, musikaluri koncer­tebis organizebaSi. PR-s ZaluZs xeli Seuwyos sarestavracio samuSa­oebis, talantTa moZiebis dafinansebasa da kulturis axali Sedegebis Seqmnas.

PR-specialistma unda dainaxos cvlilebani sazogadoebriv cnobie­re­baSi da Seqmnas is xatebi, romlebic yvelaze ufro adekvaturad asaxavs socialur procesebs. axali xatebis Seqmna daexmareba adamianebs ukeT gaigon mimdinare movlenebi da warmarTon sisxlsavse da saintereso cxovreba.

amgvarad, PR-saqmianoba qmnis sazogadoebriv cnobierebasa da adamia­nis qcevaSi cvlilebaTa wanamZRvrebs. PR-i xasiaTdeba im funqciebisa da gadasaWreli amocanebis mravalgegmianobiT, romlebic sazogadoebis winaSe warmoiSoba. PR-aqciebsa da RonisZiebebs moaqvs konkretuli Sedegebi garigebebis, investiciebis dadebis, vaWrobis zrdisa da finansuri maCveneblebis saxiT. PR-i mniSvnelovanwilad xels uwyobs firmis, saxelmwifos aramaterialuri aqtivebis zrdas.

PR-saqmianoba saboloo jamSi iZens mniSvnelovan ekonomikur Rirebulebas. PR-i xels uwyobs socialur-ekonomikur urTierTobaTa subieqtebis gavlenis sferoTa da SesaZleblobaTa gafarToebas. igi exmareba adamianebs Seeguon axal realiebs da gaaumjobeson sazoga­doebriv urTierTobaTa mTeli sistema.

PR-i praqtikaSi wyvets sazogadoebis winaSe mdgar socialur-filosofiur problemebs.