saarCevno kampaniebis momzadeba da Catareba
saarCevno kampaniebis momzadeba da Catareba saarCevno kampaniebis momzadeba da Catareba
aucilebelia daamyaroT emociuri kavSiri darbazTan. adamianebTan urTierTgagebis damyarebis saukeTeso xerxia – daiwyoT ZiriTad faseulobebze msjelobiT, da amiT aCvenoT, rom Tqven igive gawuxebT, rac maT. daiwyeT gamosvlebi raime piradis Sesaxeb moTxrobiT. gaixseneT istoriebi Tqveni cxovrebidan, Tqveni biografiis faqtebi, romlebic uCveneben, rom bevri saerTo gakavSirebT Tqvens auditoriasTan. 2. sakiTxze msjelobisas, auditoriisTvis gasagebi gamoTqmebi da terminebi gamoiyeneT. gamosvlis dros, moerideT abstraqtuli an teqnikuri terminebis gamoyenebas, romlebic auditoriisTvis gaugebari iqneba. piriqiT, enobrivi saSualebebi iseTnairad unda SearCioT, rom Sexvedris monawileebs martivad auxsnaT, Tu ra zegavlena aqvs Tqvens cxovrebaze gansaxilvel problemas. isaubreT Tqvens auditoriaze. TqvenTvis aucilebelia icodeT, riT amayoben es adamianebi. isaubreT sakiTxebze, romlebic `Cven yvelas~ gvaRelvebs. gamoiyeneT iseTi sityvebi, rogorc `mSoblebi da bavSvebi~, `quCebi~, `fermebi~ anu martivi, konkretuli, yoveldRiuri ena. 3. moiyvaneT mxolod is mtkicebulebani, romelTa gageba auditoriisaTvis xelmisawvdomia. mzad iyaviT moiyvanoT mtkicebulebani, romlebic aZliereben Tqvens mosazrebaTa dasabuTebulobas da imsaxureben auditoriis ndobas. moxsenebis Tezisebis ilustrirebisaTvis SeiZleba gamoiyenoT istoriebi Tqveni sakuTari cxovrebidan. mtkicebulebani piradi gamocdilebidan, faqtebi da statistikuri monacemebi. Tu moyvanili mtkicebulebani metismetad rTulia aRqmisaTvis an Tqveni gamosvla gadatvirTulia magaliTebiT, auditoriam SeiZleba dakargos Tqveni gamosvlis ZiriTadi azri. 4. pirdapir daasaxeleT Tqveni metoqe, Tqven unda agrZnobinoT auditorias, rom problemis gadawyveta, romelsac Tqvens gamosvlaSi SeexeT, Tqvens politikur oponentTa winaaRmdegobas awydeba, Tqven dagWirdebaT eWvis qveS daayenoT da mocemuli problemis Tqveni oponentis mier SemoTavazebuli gadawyvetilebis variantis usafuZvloba uCvenoT. amisaTvis, upirveles yovlisa, Tqvens mowinaaRmdegeTa politikur poziciebs, da agreTve am poziciebis safuZvelSi Cadebuli mrwamsisa da faseulobebs unda gaecnoT. Tu Tqven mocemul sakiTxSi kargad gaerkvieT, SegiZliaT eWvis qveS daayenoT argumentacia, romelic safuZvlad udevs Tqveni oponentis Sexedulebebs. Q 5. daarwmunebT ra auditorias Tqveni metoqis uunarobaSi gansaxilveli problema gadawyvitos, SesTavazeT gadawyvetilebis Tqveni varianti da auxseniT, ratom aris is optimaluri. gaatareT Tqveni xazi. magram gaxsovdeT, rom Tqven auditoriis winaSe gamodixarT. Tqvenma msmenelebma unda icodnen, rom Tqven igive gawuxebT, rac maT, da yvela SesaZlebloba gagaCniaT am problemebis gadasawyvetad. 6. daamTavreT gamosvla Tqveni programuli miznis wardgeniT. mas Semdeg, rac Tqven gulmodgineT daasabuTeT Tqveni pozicia, daamTavreT saubari gamoTqmiT, romliTac SeajamemT Tqvens gamosvlas da naTlad gamoxatavs Tqvens programul mizans. kargad momzadebuli gamosvlis konteqstSi programuli mizani unda warmoadgendes mTeli Tqveni gamosvlis bunebriv da gardauval Sejamebas. Tu Tqven Tqveni sityviT gamosvlis emociur piks miaRwieT, SeCerdiT. 116
ogor SeiZleba maqsimalurad efeqturad gamoiyurebodeT tribunaze? dafuZnebulia: daimaxsovreT, gamokvlevebma uCvena, rom auditoriis damokidebuleba oratorisadmi • oratoris mxedvelobiT aRqmaze – 55%; • oratoris laparakis maneraze – 38%; • gamosvlis Sinaarsze – 7%. gamosvlis araverbaluri komunikaciuri saSualebebi adamianTa Soris urTierTobebSi informaciis gacvla xorcieldeba erTdroulad or doneze – verbalurze da araverbalurze. verbaluri Setyobinebis aRqma damokidebulia imaze, Tu ramdenad eTanxmeba metyvelebiTi gamonaTqvami araenobrivi saSualebebiT gadacemul informacias. araverbaluri komunikacia SeiZleba sxvadasxva xasiaTs atarebdes gamosaxvis gamoyenebuli saSualebebis mixedviT. magaliTad, esteturi, rodesac gamosaxvis araverbaluri mxatvruli saSualebebi gamoiyeneba, simboluri – xatebisa da religiuri qandakebebis gamoyenebiT, meqanikuri – sasignalo sayvirebis, sirenebis, sasignalo droSebisa da cecxlis gamoyenebiT. magram kanditatisTvis, romelic amomrCevlebs mimarTavs, yvelaze didi mniSvneloba aqvs araverbaluri komunikaciis kinesur, proqsemur da kulturul elementebs, anu sxeulis moZraobebis enas, sivrcesTan moqceva, Cacmis manera. isini SeiZleba daiyos or jgufad: statistikuri da dinamiuri. statistikuri elementebi adgili sivrceSi sxva pirebis mimarT. urTierTobaTa xasiaTis mixedviT mosaubreni Tavsdebian erTmaneTis mimarT sxvadasxva xerxis meSveobiT. metoqeni xSirad usxdebian magidas erTmaneTis pirispir, Mmegobruli urTierTobis mqone kolegebi erTmaneTis gverdiT sxdebian. rac ufro maRali Tanamdeboba gikaviaT organizaciaSi, miT ufro sapatio adgili unda daikavoT. mosaubrisgan daSoreba. manZili, romlis moSorebiTac adamianebi erTmaneTisagan Tavsdebian, xSirad SeiZleba gamoxatavdes maTi erTmaneTisadmi pativiscemas an siaxloves. poza. sxvadasxva poza sxvadasxva xarisxis guldajerebulobas, oficialurobasa da simSvides gamoxatavs. mkerdze gadajvaredinebuli giWiravT xelebi, Tu pirdapir dgexarT an moxrili? ganicdiT Tu ara Tqven usiamovno SegrZnebas, rodesac auditoriis winaSe gamodixarT da ar iciT, sad waiRoT xelebi? 117
- Page 65 and 66: kiTxvebi imis Taobaze, Tu ratom aRa
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- Page 69 and 70: Tqven seriozuli yuradReba unda dauT
- Page 71 and 72: • stumrebis ganTavseba; • gamag
- Page 73 and 74: SemomwirvelebisaTvis werilebis Sedg
- Page 75 and 76: telefoniT saxsrebis efeqturi Segrov
- Page 77 and 78: daniSneT finansebze pasuxismgebeli
- Page 79 and 80: dadgemvis strategia anawilebs kandi
- Page 81 and 82: organizaciebis reitingi. es CamonaT
- Page 83 and 84: wesi 2: gaarkvieT rogor surs kandid
- Page 85 and 86: wesi 6: yoveli mowveva miwodebul un
- Page 87 and 88: kandidatis gegmebis Sesaxeb Jurnali
- Page 89 and 90: 4. dagegmvis teqnologia dagegmvis m
- Page 91 and 92: kampaniis gegmaSi aRniSnul raionebs
- Page 93 and 94: gegmebis SemuSaveba warmatebis misa
- Page 95 and 96: unda gamoiyenos gamarjvebis misaRwe
- Page 97 and 98: amomrCevlebs, rom Tqven igive sakiT
- Page 99 and 100: apirebs ukeTesobisaken cvlilebebs.
- Page 101 and 102: winasaarCevno kampania vakuumSi ar
- Page 103 and 104: warmoadgenen gamosvlebi, debatebi,
- Page 105 and 106: amomrCevlebs, da rom Tqven kandidat
- Page 107 and 108: momuSave Tqveni momxre. aucileblad
- Page 109 and 110: gamosvlebi publikis winaSe da polit
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- Page 113 and 114: 4. moerideT mravalsityvaobas. Semoi
- Page 115: 6. kandidatis zepiri gamosvlebis mo
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- Page 121 and 122: a miznebis miRwevas uwyobs xels pir
- Page 123 and 124: dros safosto gzavnilebi SeiZleba ga
- Page 125 and 126: 4. sakuTari biujetis gaTvaliswinebi
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- Page 129 and 130: 2. masobrivi informaciis saSualebeb
- Page 131 and 132: 3. masobrivi informaciis saSualebeb
- Page 133 and 134: iografiaSi Setanili TiToeuli sityva
- Page 135 and 136: ogor unda daiweros pres-relizi? 1.
- Page 137 and 138: pres-konferencias arasodes ar moepy
- Page 139 and 140: sinamdvileSi, Zalian kargi iqneba,
- Page 141 and 142: 6. SeaTanxmeT radio-sareklamo kampa
- Page 143 and 144: eportiorebTan sasaubrod. radios Tan
- Page 145 and 146: intervius dawyebisas: 1. moewyeT mo
- Page 147 and 148: 5. politikuri reklama gazeTebSi fas
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- Page 151 and 152: masobriv sainformacio saSualebebSi
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- Page 157 and 158: 2. miswereT mkafio, gamomsaxveli fo
- Page 159 and 160: ganrigSi ar SeitanoT piradi Sexvedr
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- Page 163 and 164: RonisZiebebi, romlebic xels uwyoben
- Page 165 and 166: saarCevno uflebebis garantiebis~ Se
aucilebelia <strong>da</strong>amyaroT emociuri kavSiri <strong>da</strong>rbazTan. a<strong>da</strong>mianebTan urTierTgagebis<br />
<strong>da</strong>myarebis saukeTeso xerxia – <strong>da</strong>iwyoT ZiriTad faseulobebze msjelobiT, <strong>da</strong> amiT<br />
aCvenoT, rom Tqven igive gawuxebT, rac maT.<br />
<strong>da</strong>iwyeT gamosvlebi raime piradis Sesaxeb moTxrobiT. gaixseneT istoriebi Tqveni<br />
cxovrebi<strong>da</strong>n, Tqveni biografiis faqtebi, romlebic uCveneben, rom bevri saerTo<br />
gakavSirebT Tqvens auditoriasTan.<br />
2. sakiTxze msjelobisas, auditoriisTvis gasagebi gamoTqmebi <strong>da</strong> terminebi<br />
gamoiyeneT. gamosvlis dros, moerideT abstraqtuli an teqnikuri terminebis gamoyenebas,<br />
romlebic auditoriisTvis gaugebari iqneba. piriqiT, enobrivi saSualebebi iseTnairad<br />
un<strong>da</strong> SearCioT, rom Sexvedris monawileebs martivad auxsnaT, Tu ra zegavlena aqvs<br />
Tqvens cxovrebaze gansaxilvel problemas. isaubreT Tqvens auditoriaze. TqvenTvis<br />
aucilebelia icodeT, riT amayoben es a<strong>da</strong>mianebi. isaubreT sakiTxebze, romlebic `Cven<br />
yvelas~ gvaRelvebs. gamoiyeneT iseTi sityvebi, rogorc `mSoblebi <strong>da</strong> bavSvebi~, `quCebi~,<br />
`fermebi~ anu martivi, konkretuli, yoveldRiuri ena.<br />
3. moiyvaneT mxolod is mtkicebulebani, romelTa gageba auditoriisaTvis<br />
xelmisawvdomia. mzad iyaviT moiyvanoT mtkicebulebani, romlebic aZliereben Tqvens<br />
mosazrebaTa <strong>da</strong>sabuTebulobas <strong>da</strong> imsaxureben auditoriis ndobas. moxsenebis Tezisebis<br />
ilustrirebisaTvis SeiZleba gamoiyenoT istoriebi Tqveni sakuTari cxovrebi<strong>da</strong>n.<br />
mtkicebulebani piradi gamocdilebi<strong>da</strong>n, faqtebi <strong>da</strong> statistikuri monacemebi. Tu<br />
moyvanili mtkicebulebani metismetad rTulia aRqmisaTvis an Tqveni gamosvla<br />
ga<strong>da</strong>tvirTulia magaliTebiT, auditoriam SeiZleba <strong>da</strong>kargos Tqveni gamosvlis ZiriTadi<br />
azri.<br />
4. pir<strong>da</strong>pir <strong>da</strong>asaxeleT Tqveni metoqe, Tqven un<strong>da</strong> agrZnobinoT auditorias, rom<br />
problemis ga<strong>da</strong>wyveta, romelsac Tqvens gamosvlaSi SeexeT, Tqvens politikur oponentTa<br />
winaaRmdegobas awydeba, Tqven <strong>da</strong>gWirdebaT eWvis qveS <strong>da</strong>ayenoT <strong>da</strong> mocemuli problemis<br />
Tqveni oponentis mier SemoTavazebuli ga<strong>da</strong>wyvetilebis variantis usafuZvloba uCvenoT.<br />
amisaTvis, upirveles yovlisa, Tqvens mowinaaRmdegeTa politikur poziciebs, <strong>da</strong> agreTve<br />
am poziciebis safuZvelSi Cadebuli mrwamsisa <strong>da</strong> faseulobebs un<strong>da</strong> gaecnoT. Tu Tqven<br />
mocemul sakiTxSi kargad gaerkvieT, SegiZliaT eWvis qveS <strong>da</strong>ayenoT argumentacia,<br />
romelic safuZvlad udevs Tqveni oponentis Sexedulebebs. Q<br />
5. <strong>da</strong>arwmunebT ra auditorias Tqveni metoqis uunarobaSi gansaxilveli problema<br />
ga<strong>da</strong>wyvitos, SesTavazeT ga<strong>da</strong>wyvetilebis Tqveni varianti <strong>da</strong> auxseniT, ratom aris is<br />
optimaluri. gaatareT Tqveni xazi. magram gaxsovdeT, rom Tqven auditoriis winaSe<br />
gamodixarT. Tqvenma msmenelebma un<strong>da</strong> icodnen, rom Tqven igive gawuxebT, rac maT, <strong>da</strong><br />
yvela SesaZlebloba gagaCniaT am problemebis ga<strong>da</strong>sawyvetad.<br />
6. <strong>da</strong>amTavreT gamosvla Tqveni programuli miznis wardgeniT. mas Semdeg, rac<br />
Tqven gulmodgineT <strong>da</strong>asabuTeT Tqveni pozicia, <strong>da</strong>amTavreT saubari gamoTqmiT, romliTac<br />
SeajamemT Tqvens gamosvlas <strong>da</strong> naTlad gamoxatavs Tqvens programul mizans. kargad<br />
momzadebuli gamosvlis konteqstSi programuli mizani un<strong>da</strong> warmoadgendes mTeli Tqveni<br />
gamosvlis bunebriv <strong>da</strong> gar<strong>da</strong>uval Sejamebas. Tu Tqven Tqveni sityviT gamosvlis emociur<br />
piks miaRwieT, SeCerdiT.<br />
116
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