{"id":2884,"date":"2023-02-26T21:32:00","date_gmt":"2023-02-26T19:32:00","guid":{"rendered":"\/blog\/?p=2884"},"modified":"2025-06-17T21:55:33","modified_gmt":"2025-06-17T19:55:33","slug":"the-pr-meaning","status":"publish","type":"post","link":"\/cs\/blog\/the-pr-meaning.html","title":{"rendered":"Definitivn\u00ed pr\u016fvodce porozum\u011bn\u00edm v\u00fdznamu PR: Co je to PR a jak se v pr\u016fb\u011bhu \u010dasu zm\u011bnilo?"},"content":{"rendered":"\n\n\n<p class=\"wp-block-paragraph\">V\u00fdznam PR pro\u0161el po n\u00e1stupu nov\u00fdch technologi\u00ed v\u00fdraznou prom\u011bnou. Pry\u010d jsou doby, kdy PR m\u011blo jin\u00fd v\u00fdznam, ne\u017e jak\u00fd m\u00e1 dnes. S v\u0161udyp\u0159\u00edtomn\u00fdm vlivem soci\u00e1ln\u00edch m\u00e9di\u00ed se PR muselo p\u0159izp\u016fsobit m\u011bn\u00edc\u00edmu se prost\u0159ed\u00ed digit\u00e1ln\u00ed komunikace. \u017d\u00e1dn\u00e9 odv\u011btv\u00ed nez\u016fstalo t\u00edmto fenom\u00e9nem nedot\u010deno, proto\u017ee soci\u00e1ln\u00ed m\u00e9dia se stala ned\u00edlnou sou\u010d\u00e1st\u00ed p\u0159\u00edstupu PR ke komunikaci. V d\u016fsledku toho se PR muselo vyv\u00edjet a p\u0159ij\u00edmat nov\u00e9 strategie, aby udr\u017eelo krok s m\u011bn\u00edc\u00ed se dobou.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Tak\u017ee, co je to PR?&nbsp;<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">PR nen\u00ed jen o propagaci produkt\u016f nebo slu\u017eeb; je to o podpo\u0159e konverzace a budov\u00e1n\u00ed vztah\u016f. Definice PR se dnes roz\u0161\u00ed\u0159ila daleko za hranice tradi\u010dn\u00ed reklamy. P\u0159esto\u017ee kone\u010dn\u00fdm c\u00edlem PR kampan\u011b je vyvolat pozornost a pov\u011bdom\u00ed o spole\u010dnosti nebo produktu, tento proces zahrnuje mnohem v\u00edce ne\u017e jen naps\u00e1n\u00ed tiskov\u00e9 zpr\u00e1vy nebo zaji\u0161t\u011bn\u00ed medi\u00e1ln\u00edho pokryt\u00ed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Na rozd\u00edl od v\u0161eobecn\u00e9ho p\u0159esv\u011bd\u010den\u00ed se PR nezam\u011b\u0159uje pouze na reklamu nebo vztahy s m\u00e9dii. Zahrnuje cel\u00fd proces efektivn\u00edho sd\u011blov\u00e1n\u00ed posl\u00e1n\u00ed, hodnot, c\u00edl\u016f a jedine\u010dn\u00e9 nab\u00eddky hodnoty spole\u010dnosti ve\u0159ejnosti s c\u00edlem vytvo\u0159it pozitivn\u00ed obraz firmy. To zahrnuje kombinaci taktik, v\u010detn\u011b zpravodajstv\u00ed, osloven\u00ed soci\u00e1ln\u00edch m\u00e9di\u00ed a dal\u0161\u00edch forem zapojen\u00ed, kter\u00e9 podporuj\u00ed smysluplnou konverzaci s publikem. C\u00edlem PR je v kone\u010dn\u00e9m d\u016fsledku budov\u00e1n\u00ed dlouhodob\u00fdch vztah\u016f se z\u00e1kazn\u00edky a zainteresovan\u00fdmi stranami, nikoliv pouze jednor\u00e1zov\u00fd prodej nebo vyvol\u00e1n\u00ed rozruchu.<\/p>\n\n\n\n<pre class=\"wp-block-preformatted\"><a href=\"https:\/\/prnews.io\/serm\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Budov\u00e1n\u00ed pozitivn\u00ed online reputace &amp; odstran\u011bn\u00ed negativn\u00ed ze SERP<\/a><\/pre>\n\n\n\n<h2 class=\"wp-block-heading\">Co je Public Relations v dne\u0161n\u00edm sv\u011bt\u011b soci\u00e1ln\u00edch m\u00e9di\u00ed<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A\u010dkoli tradi\u010dn\u00ed m\u00e9dia, jako jsou ti\u0161t\u011bn\u00e9 zpr\u00e1vy, televize a r\u00e1dio, st\u00e1le v\u00edce spole\u010dnost\u00ed se obrac\u00ed k online sv\u011btu, aby vytvo\u0159ily pov\u011bdom\u00ed a nav\u00e1zaly kontakt s publikem. Vzhledem k tomu, \u017ee internet pou\u017e\u00edvaj\u00ed v\u00edce ne\u017e 4 miliardy lid\u00ed na cel\u00e9m sv\u011bt\u011b, m\u00e1 \u00fa\u010dinn\u00e1 PR kampa\u0148 potenci\u00e1l oslovit obrovsk\u00e9 publikum.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pod\u00edvejte se na p\u0159\u00edklad m\u00edstn\u00edho prodejce automobil\u016f, kter\u00fd pl\u00e1nuje slavnostn\u00ed otev\u0159en\u00ed. V minulosti se prodejce mohl spol\u00e9hat pouze na tradi\u010dn\u00ed zp\u016fsoby reklamy, jako jsou ti\u0161t\u011bn\u00e9 inzer\u00e1ty v m\u00edstn\u00edch novin\u00e1ch nebo \u010dasopisech, kter\u00e9 mohou b\u00fdt n\u00e1kladn\u00e9.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">S \u00fa\u010dinnou PR kampan\u00ed by v\u0161ak dealerstv\u00ed mohlo vyu\u017e\u00edt soci\u00e1ln\u00ed m\u00e9dia k vyvol\u00e1n\u00ed rozruchu kolem ud\u00e1losti. Mohli by nap\u0159\u00edklad nab\u00eddnout mo\u017enost vyhr\u00e1t zbrusu nov\u00fd v\u016fz t\u00edm, \u017ee budou lajkovat a sd\u00edlet p\u0159\u00edsp\u011bvky o ud\u00e1losti na Facebooku nebo Instagramu. Tento p\u0159\u00edstup m\u016f\u017ee za m\u00e9n\u011b pen\u011bz vytvo\u0159it v\u011bt\u0161\u00ed publicitu ne\u017e tradi\u010dn\u00ed reklamn\u00ed metody.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">P\u0159ijet\u00edm s\u00edly digit\u00e1ln\u00ed komunikace a soci\u00e1ln\u00edch m\u00e9di\u00ed mohou spole\u010dnosti vyu\u017e\u00edt potenci\u00e1l PR k budov\u00e1n\u00ed vztah\u016f, vytv\u00e1\u0159en\u00ed rozruchu a nakonec i k dosa\u017een\u00ed \u00fasp\u011bchu.<\/p>\n\n\n\n<obr\u00e1zek class=\"wp-block-image size-large\"><a href=\"https:\/\/prnews.io\/get\/personal-publicity\/\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"264\" src=\"\/blog\/wp-content\/uploads\/2023\/02\/Create-a-Brand-and-Make-an-Impact-1024x264.png\" alt=\"\" class=\"wp-image-10765\" srcset=\"\/cs\/blog\/wp-content\/uploads\/2023\/02\/Create-a-Brand-and-Make-an-Impact-1024x264.png 1024w, \/cs\/blog\/wp-content\/uploads\/2023\/02\/Create-a-Brand-and-Make-an-Impact-300x77.png 300w, \/cs\/blog\/wp-content\/uploads\/2023\/02\/Create-a-Brand-and-Make-an-Impact-150x39.png 150w, \/cs\/blog\/wp-content\/uploads\/2023\/02\/Create-a-Brand-and-Make-an-Impact-768x198.png 768w, \/cs\/blog\/wp-content\/uploads\/2023\/02\/Create-a-Brand-and-Make-an-Impact-1536x396.png 1536w, \/cs\/blog\/wp-content\/uploads\/2023\/02\/Create-a-Brand-and-Make-an-Impact-480x124.png 480w, \/cs\/blog\/wp-content\/uploads\/2023\/02\/Create-a-Brand-and-Make-an-Impact.png 1940w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">PR se zm\u011bnila. Zm\u011bnili jste sv\u00e9 PR? <\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Vztahy s ve\u0159ejnost\u00ed nejsou snadn\u00e9. Se v\u0161emi marketingov\u00fdmi strategiemi je PR mo\u017en\u00e1 jednou z nejobt\u00ed\u017en\u011bj\u0161\u00edch. Tedy ne tak obt\u00ed\u017en\u00e1, jako je obt\u00ed\u017en\u00e1 raketov\u00e1 v\u011bda. PR je obt\u00ed\u017en\u00e9 ve smyslu dosa\u017een\u00ed konzistence. V t\u00e9to digit\u00e1ln\u00ed dob\u011b jsou soci\u00e1ln\u00ed m\u00e9dia hlu\u010dn\u00fdm m\u00edstem, kde se v\u011bci m\u011bn\u00ed velkou rychlost\u00ed. Proto je konzistence v medi\u00e1ln\u00edm pokryt\u00ed obt\u00ed\u017en\u011b dosa\u017eiteln\u00e1 a vy\u017eaduje \u00fasil\u00ed.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">#1 Ka\u017ed\u00fd chce m\u00edt p\u0159\u00edb\u011bh<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">A p\u0159esv\u011bd\u010div\u00fd p\u0159\u00edb\u011bh, kter\u00fd lidi zaujme, je nejd\u016fle\u017eit\u011bj\u0161\u00ed slo\u017ekou \u00fasp\u011bchu v PR. O pozornost se tvrd\u011b bojuje. P\u0159esv\u011bd\u010div\u00fd a neodolateln\u00fd p\u0159\u00edb\u011bh m\u00e1 v\u011bt\u0161\u00ed \u0161anci usp\u011bt v konkurenci ostatn\u00edch spole\u010dnost\u00ed, kter\u00e9 jsou stejn\u011b hladov\u00e9 po pozornosti.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A\u010dkoli se to m\u016f\u017ee zd\u00e1t samoz\u0159ejm\u00e9, n\u011bkter\u00e9 firmy maj\u00ed probl\u00e9m objevit p\u0159\u00edb\u011bh, kter\u00fd by mohly vypr\u00e1v\u011bt. Nejste si jisti, \u017ee va\u0161e firma m\u00e1 p\u0159esv\u011bd\u010div\u00fd p\u0159\u00edb\u011bh, kter\u00fd by mohla vypr\u00e1v\u011bt? V tom v\u00e1m m\u016f\u017ee pomoci dobr\u00e1 PR agentura.&nbsp;<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<blockquote class=\"wp-block-quote\"<\n\n<p class=\"wp-block-paragraph\"><em>&#8222;MARKETING JE P\u0158\u00cdB\u011aHY.&#8220;<\/em><\/p>\n\n<cite><em>&nbsp;SETH GODIN.<\/em><\/cite><\/blockquote>\n\n\n\n<h3 class=\"wp-block-heading\">#2 \u017divotnost zpr\u00e1vy je krat\u0161\u00ed, p\u0159esto je jej\u00ed dosah z\u00e1vratn\u011b velk\u00fd<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">P\u0159i zhruba 6 tis\u00edc\u00edch tweet\u016f za sekundu jen na Twitteru u\u017e zpravodajsk\u00e1 zpr\u00e1va nem\u00e1 dlouhou \u017eivotnost. Novin\u00e1\u0159i, bloge\u0159i a influence\u0159i neust\u00e1le lov\u00ed dal\u0161\u00ed velkou ud\u00e1lost a soci\u00e1ln\u00ed m\u00e9dia jsou velmi \u00fa\u010dinn\u00fdm n\u00e1strojem pro sd\u011blov\u00e1n\u00ed zpravodajstv\u00ed. A to je v\u0161e o rychlosti, d\u00edky kter\u00e9 se zpravodajsk\u00e1 zpr\u00e1va stane vir\u00e1ln\u00ed na n\u011bkolik vte\u0159in. Mal\u00e1 m\u00edstn\u00ed publikace kdesi uprost\u0159ed zem\u011b se tak m\u016f\u017ee v m\u017eiku st\u00e1t dal\u0161\u00ed velkou zpr\u00e1vou.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">#3 Snadn\u011bj\u0161\u00ed zp\u016fsob, jak z\u00edskat p\u0159\u00edstup k novin\u00e1\u0159\u016fm<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Soci\u00e1ln\u00ed m\u00e9dia jsou skv\u011bl\u00fdm m\u00edstem pro navazov\u00e1n\u00ed kontakt\u016f. Dnes se m\u016f\u017eete sbl\u00ed\u017eit s lidmi, kte\u0159\u00ed jsou v\u00e1m sympati\u010dt\u00ed, bez osobn\u00ed konverzace. Influence\u0159i, celebrity, bloge\u0159i, zna\u010dky i novin\u00e1\u0159i, ti v\u0161ichni pravideln\u011b pou\u017e\u00edvaj\u00ed soci\u00e1ln\u00ed m\u00e9dia. Sta\u010d\u00ed n\u011bkolik kliknut\u00ed a m\u016f\u017eete se okam\u017eit\u011b spojit s novin\u00e1\u0159i prost\u0159ednictv\u00edm jejich profil\u016f na soci\u00e1ln\u00edch s\u00edt\u00edch. Sv\u016fj pitch m\u016f\u017eete dokonce poslat p\u0159\u00edmo novin\u00e1\u0159i, pokud nen\u00ed v jeho \u017eivotopise v\u00fdslovn\u011b uvedeno jinak.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img decoding=\"async\" src=\"\/blog\/wp-content\/uploads\/2021\/05\/google-search-results-illustration.svg\" alt=\"V\u00fdznam PR u\u017e nikdy nebude stejn\u00fd. Zm\u011bnili jste PR?\" class=\"wp-image-2887\" style=\"width:774px;height:555px\"\/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">#4 Kone\u010dn\u011b si m\u016f\u017eete ud\u011blat PR sami<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">V dob\u011b, kdy jsou \u017ehav\u00fdm trendem kutilsk\u00e9 v\u011bci, nen\u00ed pozadu ani DIY PR. Dnes se m\u016f\u017eete st\u00e1t PR profesion\u00e1lem, samoz\u0159ejm\u011b s pomoc\u00ed soci\u00e1ln\u00edch s\u00edt\u00ed a Googlu. Existuje obrovsk\u00e9 mno\u017estv\u00ed informac\u00ed, sta\u010d\u00ed jen p\u0159ij\u00edt a z\u00edskat je.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">To ale neznamen\u00e1, \u017ee mus\u00edte str\u00e1vit 40 hodin proch\u00e1zen\u00edm soci\u00e1ln\u00edch m\u00e9di\u00ed. Na\u0161t\u011bst\u00ed v\u00e1m to v\u011bci usnadnily. Je chytr\u00e9 pou\u017e\u00edvat nov\u00e9 n\u00e1stroje k vyhled\u00e1v\u00e1n\u00ed novin\u00e1\u0159\u016f a publikac\u00ed, kter\u00e9 spl\u0148uj\u00ed va\u0161e po\u017eadavky. Z\u00edsk\u00e1te tak p\u0159\u00edstup k jejich e-mail\u016fm, co\u017e je jeden z nejpreferovan\u011bj\u0161\u00edch zp\u016fsob\u016f, jak se nechat oslovit. Znamen\u00e1 to, \u017ee m\u00e1te svobodu oslovit jak\u00e9hokoli novin\u00e1\u0159e a p\u0159edlo\u017eit mu svou hodnotovou nab\u00eddku. <\/p>\n\n\n\n<obr\u00e1zek class=\"wp-block-image size-large\"><a href=\"https:\/\/prnews.io\/sites\/\"><img decoding=\"async\" width=\"1024\" height=\"264\" src=\"\/blog\/wp-content\/uploads\/2023\/02\/Get-the-media-coverage-you-deserve-today-4-1024x264.png\" alt=\"\" class=\"wp-image-10768\" srcset=\"\/cs\/blog\/wp-content\/uploads\/2023\/02\/Get-the-media-coverage-you-deserve-today-4-1024x264.png 1024w, \/cs\/blog\/wp-content\/uploads\/2023\/02\/Get-the-media-coverage-you-deserve-today-4-300x77.png 300w, \/cs\/blog\/wp-content\/uploads\/2023\/02\/Get-the-media-coverage-you-deserve-today-4-150x39.png 150w, \/cs\/blog\/wp-content\/uploads\/2023\/02\/Get-the-media-coverage-you-deserve-today-4-768x198.png 768w, \/cs\/blog\/wp-content\/uploads\/2023\/02\/Get-the-media-coverage-you-deserve-today-4-1536x396.png 1536w, \/cs\/blog\/wp-content\/uploads\/2023\/02\/Get-the-media-coverage-you-deserve-today-4-480x124.png 480w, \/cs\/blog\/wp-content\/uploads\/2023\/02\/Get-the-media-coverage-you-deserve-today-4.png 1940w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">DIY PR: Ka\u017ed\u00fd je novin\u00e1\u0159<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Vlna soci\u00e1ln\u00edch m\u00e9di\u00ed ovlivnila&nbsp;<strong>v\u00fdznam PR<\/strong>&nbsp;a zpochybnila sou\u010dasnou spolupr\u00e1ci s novin\u00e1\u0159i. Dnes m\u016f\u017eete ovlivnit&nbsp;<strong>PR v\u00fdznam<\/strong>&nbsp;t\u00edm, \u017ee jej u\u010din\u00edte sou\u010d\u00e1st\u00ed sv\u00e9ho podnikatelsk\u00e9ho prost\u0159ed\u00ed. Z\u00e1rove\u0148,&nbsp;<strong><em>relace<\/em><\/strong>&nbsp;hraj\u00ed obrovskou roli a&nbsp;<strong>definuj\u00ed public relations<\/strong>. Od t\u00e9to chv\u00edle m\u016f\u017eete navazovat kontakty s novin\u00e1\u0159i, influencery, blogery a novin\u00e1\u0159i sami. Poznejte je, z\u00edskejte si jejich d\u016fv\u011bru a u\u0161et\u0159ete spoustu pen\u011bz za PR profesion\u00e1ly. Jak?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Prav\u00e1 publicita je zm\u00ednka v tisku a na to u\u017e si nemus\u00edte naj\u00edmat PR agenturu PR profesion\u00e1l\u016f. Ud\u011blejte se tedy hodn\u00fdmi novin\u00e1\u0159\u016f a uve\u010fte svou firmu na mapu. Ve chv\u00edli, kdy za\u010dnete sami d\u011blat obsahov\u00fd marketing,&nbsp;<strong>PR v\u00fdznam<\/strong>&nbsp;by u\u017e ne\u0161lo o jednosm\u011brn\u00fd vztah. M\u00edsto toho m\u016f\u017eete vytvo\u0159it nep\u0159etr\u017eitou smy\u010dku zp\u011btn\u00e9 vazby, kter\u00e1 bude nad\u00e1le budovat va\u0161i image p\u0159ed c\u00edlovou skupinou. Jak?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dob\u0159e, m\u00e1te sv\u016fj p\u0159\u00edb\u011bh, ale kde byste ho m\u011bli prezentovat? M\u00edt p\u0159\u00edstup ke stovk\u00e1m medi\u00e1ln\u00edch platforem, kter\u00e9 jsou k dispozici pro hostuj\u00edc\u00ed p\u0159\u00edsp\u011bvky, je chytr\u00fd zp\u016fsob, jak to ud\u011blat. Pomoc\u00ed&nbsp;<a target=\"_blank\" href=\"https:\/\/prnews.io\/sites\/\" rel=\"noreferrer noopener\">PRNews.io<\/a> m\u016f\u017eete m\u00edt konzistentn\u00ed hlas zna\u010dky prost\u0159ednictv\u00edm r\u016fzn\u00fdch platforem obsahov\u00e9ho marketingu. Zv\u00fd\u0161en\u00e9 profily. Zv\u00fd\u0161en\u00e1 d\u016fv\u011bryhodnost a lep\u0161\u00ed pov\u011bdom\u00ed. To jsou jen n\u011bkter\u00e9 v\u00fdsledky, kter\u00fdch m\u016f\u017eete dos\u00e1hnout d\u00edky \u00fasp\u011b\u0161n\u00fdm aktivit\u00e1m obsahov\u00e9ho marketingu.&nbsp;<\/p>\n\n\n\n<iframe width=\"560\" height=\"315\" src=\"https:\/\/www.youtube.com\/embed\/c_MQ17NwSuI\" title=\"P\u0159ehr\u00e1va\u010d videa YouTube\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen=\"\"><\/iframe>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/prnews.io\/blog\/pr-on-a-budget-101.html\" target=\"_blank\" rel=\"noreferrer noopener\">PR s rozpo\u010dtem 101: Z\u00edsk\u00e1v\u00e1n\u00ed tisku s omezen\u00fdm rozpo\u010dtem<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/prnews.io\/blog\/pr-storytelling.html\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Moc PR vypr\u00e1v\u011bn\u00ed p\u0159\u00edb\u011bh\u016f<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/prnews.io\/blog\/how-much-does-a-press-release-cost.html\" target=\"_blank\" rel=\"noreferrer noopener\">Kolik stoj\u00ed tiskov\u00e1 zpr\u00e1va?<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/prnews.io\/blog\/what-is-black-pr-and-how-to-fight-with-it.html\" target=\"_blank\" rel=\"noreferrer noopener\">Co je \u010dern\u00e9 PR a jak s n\u00edm bojovat<\/a><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><!-- Shortcode [ctanew] does not exist --><\/p>\n\n\n\n<div itemscope=\"\" itemtype=\"https:\/\/schema.org\/FAQPage\">\n\n<h2 d=\"title25\">FAQ: V\u00fdznam PR<\/h2>\n<div itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\">\n<h3 itemprop=\"name\"> Co znamen\u00e1 PR?\n<\/h3>\n<div itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\n<div itemprop=\"text\">\n<p>Vlivem humbuku kolem soci\u00e1ln\u00edch m\u00e9di\u00ed se zm\u011bnil v\u00fdznam&nbsp;PR. Od t\u00e9 doby se nen\u00e1vratn\u011b prom\u011bnilo. Dnes je PR o budov\u00e1n\u00ed pozitivn\u00edch vztah\u016f s ve\u0159ejnost\u00ed prost\u0159ednictv\u00edm konverzace. U\u017e proto, \u017ee maj\u00ed ve sv\u011bt\u011b byznysu navrch a mohou po\u0161pinit jm\u00e9no zna\u010dky jedin\u00fdm tweetem, kter\u00fd se m\u016f\u017ee st\u00e1t vir\u00e1ln\u00edm b\u011bhem n\u011bkolika sekund.\n\n\n<\/p>\n<\/div>\n<\/div>\n<\/div>\n\n<div itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\">\n<h3 itemprop=\"name\">Co znamen\u00e1 PR?\n<\/h3>\n<div itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\n<div itemprop=\"text\">\n<p>Kl\u00ed\u010d je zde ve\u0159ejn\u00fd. Ve\u0159ejnost\u00ed jsou m\u00e9dia, novin\u00e1\u0159i, bloge\u0159i, influence\u0159i, v\u0161ichni, kdo maj\u00ed velk\u00e9 mno\u017estv\u00ed p\u0159\u00edznivc\u016f na soci\u00e1ln\u00edch s\u00edt\u00edch, v\u010detn\u011b va\u0161ich z\u00e1kazn\u00edk\u016f a klient\u016f. Budov\u00e1n\u00ed vztah\u016f s ve\u0159ejnost\u00ed znamen\u00e1 komunikovat s touto ve\u0159ejnost\u00ed a zapojit ji. C\u00edlem je zlep\u0161it v\u00e1\u0161 p\u0159\u00edstup a maximalizovat medi\u00e1ln\u00ed pokryt\u00ed.\n<\/p>\n<\/div>\n<\/div>\n<\/div>\n<div itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\">\n<h3 itemprop=\"name\">Jak se v pr\u016fb\u011bhu \u010dasu m\u011bnil v\u00fdznam PR?\n<\/h3>\n<div itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\n<div itemprop=\"text\">\n<p>PR se s n\u00e1stupem nov\u00fdch technologi\u00ed a v\u0161udyp\u0159\u00edtomn\u00fdm vlivem soci\u00e1ln\u00edch m\u00e9di\u00ed v\u00fdrazn\u011b vyvinulo. Zat\u00edmco tradi\u010dn\u00ed PR se zam\u011b\u0159ovalo na tiskov\u00e9 zpr\u00e1vy a vztahy s m\u00e9dii, modern\u00ed PR se roz\u0161\u00ed\u0159ilo a zahrnuje \u0161irokou \u0161k\u00e1lu digit\u00e1ln\u00edch komunika\u010dn\u00edch strategi\u00ed, v\u010detn\u011b oslovov\u00e1n\u00ed soci\u00e1ln\u00edch m\u00e9di\u00ed a marketingu vlivn\u00fdch osob.\n<\/p>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<div itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\">\n<h3 itemprop=\"name\">M\u016f\u017ee PR nahradit reklamu?\n<\/h3>\n<div itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\n<div itemprop=\"text\">\n<p>PR a reklama jsou vz\u00e1jemn\u011b se dopl\u0148uj\u00edc\u00ed postupy, kter\u00e9 slou\u017e\u00ed r\u016fzn\u00fdm \u00fa\u010del\u016fm. Zat\u00edmco reklama je zam\u011b\u0159ena na placenou propagaci, PR se zam\u011b\u0159uje na budov\u00e1n\u00ed vztah\u016f a vytv\u00e1\u0159en\u00ed pozitivn\u00ed publicity. Ob\u011b mohou b\u00fdt sv\u00fdm zp\u016fsobem \u00fa\u010dinn\u00e9 a \u010dasto se pou\u017e\u00edvaj\u00ed spole\u010dn\u011b jako sou\u010d\u00e1st komplexn\u00ed marketingov\u00e9 strategie.\n<\/p>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<div itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\">\n<h3 itemprop=\"name\">Co je c\u00edlem PR?\n<\/h3>\n<div itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\n<div itemprop=\"text\">\n<p>Kone\u010dn\u00fdm c\u00edlem PR je vybudovat a udr\u017eet pozitivn\u00ed obraz organizace v o\u010d\u00edch ve\u0159ejnosti. To zahrnuje \u0159\u00edzen\u00ed komunikace, vytv\u00e1\u0159en\u00ed p\u0159esv\u011bd\u010div\u00fdch p\u0159\u00edb\u011bh\u016f a podporu pozitivn\u00edch vztah\u016f se zainteresovan\u00fdmi stranami.\n<\/p>\n<\/div>\n<\/div>\n<\/div>\n  \n\n<\/div>\n<\/blockquote>\n","protected":false},"excerpt":{"rendered":"<p>V\u00fdznam PR pro\u0161el po n\u00e1stupu nov\u00fdch technologi\u00ed v\u00fdraznou prom\u011bnou. Pry\u010d jsou doby, kdy PR m\u011blo jin\u00fd v\u00fdznam, ne\u017e jak\u00fd m\u00e1 dnes. S v\u0161udyp\u0159\u00edtomn\u00fdm vlivem soci\u00e1ln\u00edch m\u00e9di\u00ed se PR muselo p\u0159izp\u016fsobit m\u011bn\u00edc\u00edmu se prost\u0159ed\u00ed digit\u00e1ln\u00ed komunikace. \u017d\u00e1dn\u00e9 odv\u011btv\u00ed nez\u016fstalo t\u00edmto fenom\u00e9nem nedot\u010deno, proto\u017ee soci\u00e1ln\u00ed m\u00e9dia se stala ned\u00edlnou sou\u010d\u00e1st\u00ed p\u0159\u00edstupu PR ke komunikaci. V d\u016fsledku toho se PR muselo vyv\u00edjet a p\u0159ij\u00edmat nov\u00e9 strategie, aby udr\u017eelo krok s m\u011bn\u00edc\u00ed se dobou. Tak\u017ee, co je to PR?&nbsp; PR nen\u00ed jen o propagaci produkt\u016f nebo slu\u017eeb; je to o podpo\u0159e konverzace a budov\u00e1n\u00ed vztah\u016f. Definice PR se dnes roz\u0161\u00ed\u0159ila daleko za hranice tradi\u010dn\u00ed<\/p>\n","protected":false},"author":14,"featured_media":2885,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_mi_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[856],"tags":[],"class_list":["post-2884","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-public-relations"],"aioseo_notices":[],"_links":{"self":[{"href":"\/cs\/blog\/wp-json\/wp\/v2\/posts\/2884","targetHints":{"allow":["GET"]}}],"collection":[{"href":"\/cs\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"\/cs\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"\/cs\/blog\/wp-json\/wp\/v2\/users\/14"}],"replies":[{"embeddable":true,"href":"\/cs\/blog\/wp-json\/wp\/v2\/comments?post=2884"}],"version-history":[{"count":5,"href":"\/cs\/blog\/wp-json\/wp\/v2\/posts\/2884\/revisions"}],"predecessor-version":[{"id":12127,"href":"\/cs\/blog\/wp-json\/wp\/v2\/posts\/2884\/revisions\/12127"}],"wp:featuredmedia":[{"embeddable":true,"href":"\/cs\/blog\/wp-json\/wp\/v2\/media\/2885"}],"wp:attachment":[{"href":"\/cs\/blog\/wp-json\/wp\/v2\/media?parent=2884"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"\/cs\/blog\/wp-json\/wp\/v2\/categories?post=2884"},{"taxonomy":"post_tag","embeddable":true,"href":"\/cs\/blog\/wp-json\/wp\/v2\/tags?post=2884"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}