Comunicare, Publicitate și PR. Studiile în Moldova

Studiile mele în Comunicare le-aș rezuma astăzi în două cuvinte – cunoștințe voalate. Probabil pentru că facultatea mi-a oferit doar niște repere, pe care, evident, eu mai târziu nu le-am explorat. Eu în continuare găsesc acest domeniu pur și simplu exciting, iar cursurile care se predau parcă sunt rupte din filmele americane. Aruncați aici o privire peste materiile de la USM, pe care le-am studiat și eu.

Am apelat la un interviu cu Irina Caliman, pentru a descrie specialitatea. Cu o experiență de 16 ani în Comunicare și Mass-Media, Irina este astăzi și lector universitar la USM, dar și cofondatoarea agenției de Consultanță și de Relații Publice – QUBO Communications.

Irina Caliman, Consultant în Comunicare
  • De la studii în Comunicare la munca în Publicitate și Relatii Publice

În prezent, școala/facultate, pe lângă informațiile transmise, insistă să le formeze studenților un set de abilități prestabilite necesare unui specialist entry-level.

Cu toate acestea, unii experți din învățământ deja promovează ca actul de predare să fie construit în baza celor „4C”- gândire critică, comunicare, colaborare și creativitate – care le vor cultiva studenților acele abilități de viață necesare pentru a se putea adapta și orienta în situații tensionate și de criză.

În condițiile în care, singura constantă este schimbare continuă, cred că mediul academic ar trebui să depună eforturi pentru a le cultiva studenților dorință și deschidere pentru a învăța constant, de a fi curioși, atenți la detalii, vizionari, de a fi orientați pe identificarea soluțiilor potrivite și de a nu le fi frică să testeze.

Din păcate, aceste abilități nu sunt cultivate nici în școală, nici în facultate, întrucât, chiar „de la centru”, mediul academic încă mai pune accent pe cunoștințele teoretice și are la bază o paradigmă educațională extrem de rigidă.

Nu doar domeniul comunicării, dar și alte sectoare, sunt remodelate de tot ce înseamnă digital, de aceea, în aceste condiții facultatea nu poate decât să-ți ofere unele repere pentru a te putea adapta și gestiona portofoliile de comunicare ale unor organizații.

Cu toate acestea, cred că universitatea nu îți poate oferi tot de ce ai nevoie pentru a deveni profesionist. Consider că este obligatoriu pentru ca fiecare student să-și găsească un domeniu care îi place și în care ar vrea să profeseze și să învețe, să se implice în diferite proiecte extra-program, să studieze piața locală și practicile internaționale, să participe la evenimente speciale sau chiar să ia legătura cu unii profesioniști în domeniu care îi inspiră. Mai mult, doar profesând zi de zi și aflându-te într-un mediu de lucru, poți testa utilitatea informațiilor învățate, a proiectelor elaborate și a temelor de acasă obligatorii. Doar gestionând campanii de comunicare, în special, într-o agenție cu un portofoliu mare de clienți, îți poți dezvolta abilitățile necesare și cel de-al șaptelea simț pentru atingerea obiectivelor setate.

De aceea, la curs și seminar este o regulă nescrisă ca întotdeauna să începem ora analizând tot ce se întâmplă în domeniul comunicării și a marketingului, campaniile de comunicare și tendințele în PR.

Studenții de azi

Studenții din ziua de azi au un mare potențial – sunt creativi, dornici de a afla lucruri practice, inclusiv „dedesubturile” unor campanii de comunicare, își dau interesul pentru tot ce este „de pe teren” și vin și cu solicitări de a interacționa cu profesioniștii din domeniu. Este explicabil acest entuziasm, întrucât, anume exemplele din viața reală, dar și prezența unor comunicatori și posibilitatea de a le adresa întrebările care îi macină referitor la munca în PR,  îi motivează și îi entuziasmează și mai mult pentru ca să vrea să învețe și să se implice în toate activitățile solicitate.

Mă bucură enorm faptul că studenții sunt entuziasmați de exemplele concrete și muncesc până aduc la final temele care le sunt date. Inclusiv aceste calități îmi arată cine îmi va fi sau nu coleg de breaslă, peste vreo câțiva ani.

Așteptările privind viitorul loc de muncă

Ca orice tânăr, aflat la început de carieră, studenții își doresc să se afle mai repede printre profesioniști, campanii, concept creative, deadline-uri și crize de comunicare. Pe de altă parte, este explicabil ca anumite concepte din anunțurile de angajare să le fie străine sau prea puțin cunoscute în detalii, ceea ce le dă o starea de ușoară confuzie. Cu toate acestea, cred că entuziasmul lor va reuși să compenseze, în scurt timp, acele lacune practice existente în prezent.

Dacă este să ne referim concret la profiul angajaților din Generaţia Z, născuţi după anul 1996, salariul este un element motivant pentru că tinerii sunt orientați spre stimulentele de natură materiale și spre realizarea cât mai rapidă a acestor dorințe. Iar în ce privește relațiile de muncă, acestea trebuie să fie ghidate de flexibilitate, iar tinerii au nevoie de provocări constante,  de proiecte noi care să-i scoată din zona de confort și din ciclicitatea plictisitoare a muncii de rutină.

Salariul într-o agenție de Comunicare

Comunicarea îți oferă oportunități mari de creștere și dezvoltare profesională pe termen lung. Este important ca angajatul să aibă abilități practice (în comunicare este un „must” să poți să scrii bine și repede, în conformitate cu brieful oferit!!!), să aibă viziune, să aibă inițiativă și să fie orientat spre rezultate, să fie conectat mereu la tot ce e nou. Îndeplinirea acestor cerințe, le poate asigura un salariu bun tinerilor specialiști. Cu toate acestea, cred că nu este ok să generalizăm care este punctul de pornire pentru salariul unui începător, întrucât acest poate varia în funcție de specializarea pe care o are angajatul, abilitățile sale, capacitatea de a gestiona o mulțime de activități variate, fără a-și pierde calmul și puterea de concentrare. Cred însă este bine ca înainte de stabilirea pachetului salarial, să fie acel interviu și test și în mod obligatoriu și acea perioadă de probă pentru a vedea dacă tânărul se poate adapta rapid sau mai are nevoie de timp pentru a intra în ritm.

Publicitatea/comunicarea în Moldova. Trăsăturile specifice pieții din Moldova.

Succesul unei campanii de comunicarea depinde, inclusiv, de context și mediul cultural în care se desfășoară. De aceea, relațiile publice nu pot şi nici nu ar trebui să fie separate de tot ce înseamnă cultura și mediul local.

Globalizarea şi digitalizarea a impus corporaţiile să-și promoveze brandurile şi aceleași mesaje peste tot în lume, însă, brandurile responsabile își ajustează serviciile/produsele la contextul cultural local.

Respectiv, țin cont de:

  • limba sau limbile vorbite în acea țără (și by default, la traducerea și ajustarea sloganelor pe acea piață),
  • de subtilitățile culturale și la tradițiile diferite, care uneori nu sunt atât de evidente,
  • atitudine localnicilor față de abordarea anumitor subiecte,
  • niveluri diferite de dezvoltare a media şi a industriilor conexe
  • procese decizionale (care pot fi mai lungi), care presupun implicarea unor factori de decizie din ţara de origine.

Cât privește piața de comunicare din Republica Moldova, domeniul este unul relativ tânăr și nu este considerat unul important și strategic. Iar pentru că nu există o tradiție în comunicare, PR-ul rămâne a fi un domeniu neînțeles, neapreciat și deseori confundat cu tot ce ține de Relații cu Publicul (sau client service), în care oricine crede că este expert.

Dacă este să ne referim inclusiv la domeniul comunicării din regiune, piața din Moldova are încă un drum lung de parcurs, chiar dacă ultimii ani au fost marcați de anumite salturi calitative.

Obstacole

Comunicarea și în special consultanța în comunicare este similară cu practicarea sporturilor extreme. Respectiv, zilnic, ai parte de situații care îți testează limitele creativității, profesionalismului și a rezistenței la stres. De aceea, comunicare ține foarte mult de flexibilitate și de capacitatea de abordare a unor subiecte, prin urmare, orice obstacol trebuie transformat în oportunitatea.

Pe lângă aceste provocări zilnice, în țara noastră, în domeniul PR unul dintre cele mai mari dezavantaje sunt bugetele mici alocate pentru comunicare, iar experiența ne-a arătat că atunci când vine vorba de reducerea cheltuielilor, companiile taie tot ce ține de PR&Comunicare. Or, se știe că orice buget alocat pentru comunicare este o investiție pe termen lung! La această listă se adaugă și faptul că, o mare parte din cei care apelează la servicii de comunicare își doresc „magie”, „minuni”, vizibilitate și vânzări de 100% peste noapte, însă puțini își cunosc piața, publicurile-țintă, obiectivele și respectiv instrumentele potrivite. La acest capitol, există încă lacune în ce privește domeniul educației în comunicare, atât din partea clienților cât și a tinerilor specialiști.

De aceea, cred este o condiție sine qua non ca un comunicator  să-și mențină curiozitatea vie și să fie un susținător al conceptului „life-long learning”.

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