{"id":2943,"date":"2022-12-16T09:32:00","date_gmt":"2022-12-16T07:32:00","guid":{"rendered":"\/blog\/?p=2943"},"modified":"2025-06-17T22:11:52","modified_gmt":"2025-06-17T20:11:52","slug":"public-relations-strategy","status":"publish","type":"post","link":"\/cs\/blog\/public-relations-strategy.html","title":{"rendered":"Strategie vztah\u016f s ve\u0159ejnost\u00ed je pro v\u00e1\u0161 \u00fasp\u011bch z\u00e1sadn\u00ed. P\u0159e\u010dt\u011bte si tento \u010dl\u00e1nek a zjist\u011bte pro\u010d"},"content":{"rendered":"\n\n\n<p class=\"wp-block-paragraph\">Zp\u016fsob, jak\u00fdm komunikujete uvnit\u0159 i vn\u011b va\u0161\u00ed spole\u010dnosti, akce, kter\u00e9 pl\u00e1nujete, va\u0161e zapojen\u00ed do komunity, a dokonce i to, jak se vyrovn\u00e1v\u00e1te s kriz\u00ed, tvo\u0159\u00ed va\u0161i <strong>strategii vztah\u016f s ve\u0159ejnost\u00ed<\/strong>. Abych v\u00e1m pomohl p\u0159i vytv\u00e1\u0159en\u00ed strategie PR, zd\u016fraznil jsem d\u016fle\u017eit\u00e9 kroky a pojmy. Poj\u010fme na ve\u0159ejnost.<\/p>\n\n\n\n<pre class=\"wp-block-preformatted\"><a href=\"https:\/\/prnews.io\/serm\/\" target=\"_blank\" rel=\"noreferrer noopener\">Vybudov\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 to ve\u0159ejn\u00fd vztah<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Vztahy s ve\u0159ejnost\u00ed jsou d\u016fle\u017eitou sou\u010d\u00e1st\u00ed reklamn\u00edho mixu. Public relations zahrnuje \u0159adu krok\u016f k vytvo\u0159en\u00ed a ochran\u011b image spole\u010dnosti a jej\u00edho konkr\u00e9tn\u00edho produktu. Slou\u017e\u00ed ke sd\u011blov\u00e1n\u00ed v\u0161ech pot\u0159ebn\u00fdch informac\u00ed, aby si v mysl\u00edch ve\u0159ejnosti vyp\u011bstovala dobrou pov\u011bst.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Vztahy s ve\u0159ejnost\u00ed (zkr\u00e1cen\u011b PR) se \u010dasto prov\u00e1d\u011bj\u00ed za \u00fa\u010delem z\u00edsk\u00e1n\u00ed publicity a propagace podniku. Typick\u00e1 PR kampa\u0148 se m\u016f\u017ee soust\u0159edit na to, aby se o podniku psalo v televizn\u00edch nebo rozhlasov\u00fdch po\u0159adech nebo aby se o n\u011bm psalo v \u010dasopisech, novin\u00e1ch nebo na webov\u00fdch str\u00e1nk\u00e1ch. V dne\u0161n\u00ed dob\u011b se hranice mezi tradi\u010dn\u00edmi vztahy s ve\u0159ejnost\u00ed a jin\u00fdmi typy marketingu st\u00edraj\u00ed.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Pro\u010d va\u0161e firma pot\u0159ebuje PR strategii? <\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Va\u0161e firma pot\u0159ebuje pl\u00e1n strategie vztah\u016f s ve\u0159ejnost\u00ed, proto\u017ee \u00fa\u010dinn\u011b zlep\u0161uje va\u0161i viditelnost a buduje va\u0161i pov\u011bst. Jedn\u00e1 se o dlouhodobou aktivitu, jej\u00edm\u017e c\u00edlem je zv\u00fd\u0161it va\u0161e prodeje vytvo\u0159en\u00edm d\u016fv\u011bry mezi zna\u010dkou a klienty. Ka\u017ed\u00e1 firma neust\u00e1le hled\u00e1 nov\u00e9 dodavatele nebo klienty, co\u017e m\u016f\u017ee b\u00fdt probl\u00e9m, kdy\u017e lidi p\u0159itahuj\u00ed firmy se zavedenou pov\u011bst\u00ed. Vytv\u00e1\u0159en\u00ed pov\u011bdom\u00ed o va\u0161\u00ed spole\u010dnosti je tedy kl\u00ed\u010dov\u00fdm faktorem popularizace va\u0161\u00ed zna\u010dky, co\u017e je \u00fa\u010delem PR. Zviditeln\u011bte se, budujte si dobr\u00e9 jm\u00e9no a d\u016fv\u011bryhodnost a zvy\u0161ujte d\u016fv\u011bru klient\u016f ve v\u00e1\u0161 produkt a spole\u010dnost. Na pap\u00ed\u0159e m\u016f\u017ee PR zn\u00edt jednodu\u0161e, v\u017edy\u0165 jde o pouh\u00e9 vytv\u00e1\u0159en\u00ed a udr\u017eov\u00e1n\u00ed vztahu mezi firmou a jej\u00edmi klienty.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Efektivn\u00ed prov\u00e1d\u011bn\u00ed t\u00e9to \u010dinnosti v\u0161ak vy\u017eaduje integrovanou metodu, kter\u00e1 spojuje PR s dal\u0161\u00edmi marketingov\u00fdmi strategiemi, jako je strategick\u00fd branding, marketing na soci\u00e1ln\u00edch s\u00edt\u00edch a grafick\u00fd design. PR toti\u017e nejl\u00e9pe funguje, kdy\u017e je jedno sd\u011blen\u00ed trvale komunikov\u00e1no nap\u0159\u00ed\u010d v\u0161emi kan\u00e1ly. Medi\u00e1ln\u00ed strategie pro vztahy s ve\u0159ejnost\u00ed zaji\u0161\u0165uje konzistenci a integraci va\u0161eho \u00fasil\u00ed v oblasti vztah\u016f s ve\u0159ejnost\u00ed do \u0161ir\u0161\u00edch obchodn\u00edch pl\u00e1n\u016f.&nbsp;<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large is-resized\"><img decoding=\"async\" src=\"\/blog\/wp-content\/uploads\/2021\/05\/google-search-results-illustration-1.svg\" alt=\"Co jsou to ve\u0159ejn\u00e9 vztahy?\" class=\"wp-image-2946\" style=\"width:659px;height:474px\"\/><\/figure>\n<\/div>\n\n\n<h2 class=\"wp-block-heading\">Jak vytv\u00e1\u0159et PR strategie?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Chcete-li vytvo\u0159it \u0161ablony sv\u00fdch strategi\u00ed pro vztahy s ve\u0159ejnost\u00ed, zde je p\u0159ehled toho, co je t\u0159eba ud\u011blat.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Ur\u010dete si c\u00edle a \u00fakoly<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">P\u0159i vytv\u00e1\u0159en\u00ed PR strategie je d\u016fle\u017eit\u00e9 ur\u010dit si c\u00edle a z\u00e1m\u011bry, kter\u00fdch chcete dos\u00e1hnout. Nap\u0159\u00edklad m\u016f\u017eete cht\u00edt uv\u00e9st na trh novou slu\u017ebu nebo produkt sv\u00e9ho podniku. Nebo m\u016f\u017eete cht\u00edt upozornit na sv\u016fj produkt \u010di slu\u017ebu jako na l\u00eddra ve sv\u00e9 kategorii. Ujist\u011bte se, \u017ee va\u0161e c\u00edle jsou konkr\u00e9tn\u00ed, m\u011b\u0159iteln\u00e9, dosa\u017eiteln\u00e9, realistick\u00e9 a v\u010dasn\u00e9 (<strong>zn\u00e1m\u00e9 tak\u00e9 jako SMART<\/strong>), nap\u0159. kolik potenci\u00e1ln\u00edch z\u00e1kazn\u00edk\u016f pl\u00e1nujete z\u00edskat z p\u0159esn\u00e9ho \u010dl\u00e1nku nebo tiskov\u00e9 zpr\u00e1vy. Stanoven\u00edm c\u00edl\u016f z\u00edsk\u00e1te jasn\u00fd c\u00edl pro sv\u00e9 PR strategie a maximalizujete \u00fasp\u011b\u0161nost sv\u00fdch PR aktivit.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">C\u00edle jsou hmatateln\u00e9 a m\u011bly by b\u00fdt dosa\u017eiteln\u00e9 b\u011bhem jednoho nebo dvou let. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Mnoho pl\u00e1n\u016f PR zahrnuje dv\u011b sady c\u00edl\u016f &#8211; celkov\u00e9 obchodn\u00ed c\u00edle spole\u010dnosti a c\u00edle PR, kter\u00e9 pomohou t\u011bchto c\u00edl\u016f dos\u00e1hnout. \u00daprava obchodn\u00edch c\u00edl\u016f zaji\u0161\u0165uje soulad s kr\u00e1tkodob\u00fdmi c\u00edli spole\u010dnosti a usnad\u0148uje p\u0159ehled o tom, jak komunika\u010dn\u00ed c\u00edle odpov\u00eddaj\u00ed strategii spole\u010dnosti.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">P\u0159\u00edklad:&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pokud je obchodn\u00edm c\u00edlem technologick\u00e9 spole\u010dnosti propagace spole\u010dnosti a budov\u00e1n\u00ed jej\u00edho dobr\u00e9ho jm\u00e9na, aby se za rok mohla prodat ve vysok\u00e9 hodnot\u011b, m\u016f\u017ee b\u00fdt jedn\u00edm z c\u00edl\u016f PR zv\u00fd\u0161it image gener\u00e1ln\u00edho \u0159editele mezi potenci\u00e1ln\u00edmi akcion\u00e1\u0159i.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Pohledy a v\u00fdzkum<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Siln\u00e1 strategie mus\u00ed vych\u00e1zet z poznatk\u016f a v\u00fdzkumu &#8211; v\u010detn\u011b poznatk\u016f o odv\u011btv\u00ed jako celku a v\u0161ech mo\u017en\u00fdch informac\u00ed o c\u00edlov\u00e9 skupin\u011b. V\u00fdzkum lze z\u00edskat z dat\/pr\u016fzkum\u016f, zpr\u00e1v a dokonce i ze SWOT a PEST anal\u00fdzy. Jakmile je v\u00fdzkum proveden, lze na z\u00e1klad\u011b t\u011bchto poznatk\u016f vytvo\u0159it jasnou strategii &#8211; jak\u00fd smysl by jinak m\u011blo vypracov\u00e1vat p\u0159\u00edstup, kdyby neexistovala fakta, kter\u00e1 by je podpo\u0159ila? <\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"446\" src=\"\/blog\/wp-content\/uploads\/2021\/05\/Earned_Media_Hub.png-1024x446.png\" alt=\"Siln\u00e1 strategie mus\u00ed vych\u00e1zet z poznatk\u016f a pr\u016fzkumu - v\u010detn\u011b poznatk\u016f o cel\u00e9m odv\u011btv\u00ed a v\u0161ech mo\u017en\u00fdch informac\u00ed o c\u00edlov\u00e9 skupin\u011b.\" class=\"wp-image-2952\" srcset=\"\/cs\/blog\/wp-content\/uploads\/2021\/05\/Earned_Media_Hub.png-1024x446.png 1024w, \/cs\/blog\/wp-content\/uploads\/2021\/05\/Earned_Media_Hub.png-300x131.png 300w, \/cs\/blog\/wp-content\/uploads\/2021\/05\/Earned_Media_Hub.png-150x65.png 150w, \/cs\/blog\/wp-content\/uploads\/2021\/05\/Earned_Media_Hub.png-768x335.png 768w, \/cs\/blog\/wp-content\/uploads\/2021\/05\/Earned_Media_Hub.png-480x209.png 480w, \/cs\/blog\/wp-content\/uploads\/2021\/05\/Earned_Media_Hub.png.png 1026w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">C\u00edlov\u00e1 skupina&nbsp;<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Va\u0161e c\u00edlov\u00e1 skupina jsou jednotlivci, skupiny a komunity, kter\u00e9 maj\u00ed vliv na va\u0161e produkty nebo slu\u017eby a rozhoduj\u00ed o nich. Jsou to ti, kter\u00e9 se sna\u017e\u00edte oslovit a prodat &#8211; jsou to lid\u00e9, se kter\u00fdmi mus\u00edte komunikovat. Svou c\u00edlovou skupinu m\u016f\u017eete naj\u00edt tak, \u017ee se zamysl\u00edte nad t\u00edm, kdo by m\u011bl z\u00e1jem o informace o va\u0161\u00ed slu\u017eb\u011b nebo produktu, komu m\u016f\u017eete usnadnit pr\u00e1ci, kdo jsou kl\u00ed\u010dov\u00ed lid\u00e9 s rozhodovac\u00ed pravomoc\u00ed, kdo bude m\u00edt nejv\u011bt\u0161\u00ed vliv na zisk firmy a kdo bude podnikat kroky nebo kupovat va\u0161e produkty \u010di slu\u017eby. Jakmile zjist\u00edte svou c\u00edlovou skupinu, zjist\u011bte jej\u00ed chov\u00e1n\u00ed, nap\u0159\u00edklad jak\u00fd obsah \u010dte a jak\u00fdm zp\u016fsobem konzumuje m\u00e9dia. Definov\u00e1n\u00edm c\u00edlov\u00e9 skupiny m\u016f\u017eete sestavit p\u0159\u00edklady sv\u00e9 strategie public relations tak, aby vyhovovaly jej\u00edmu chov\u00e1n\u00ed, a t\u00edm zv\u00fd\u0161it \u00fa\u010dinnost sv\u00e9 PR strategie.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Anal\u00fdza makro a mikro prost\u0159ed\u00ed, kter\u00e9 ovliv\u0148uje va\u0161e podnik\u00e1n\u00ed<\/h3>.\n\n\n\n<p class=\"wp-block-paragraph\">Investujte \u010das do anal\u00fdzy toho, jak\u00e9 politick\u00e9, ekonomick\u00e9, sociokulturn\u00ed, technologick\u00e9, pr\u00e1vn\u00ed a environment\u00e1ln\u00ed faktory by mohly ovlivnit n\u00e1zor ve\u0159ejnosti na va\u0161i zna\u010dku.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Zapi\u0161te si to, proto\u017ee a\u017e se dostanete k volb\u011b taktiky, budou tyto faktory hr\u00e1t roli a budou ur\u010dovat, co byste m\u011bli a nem\u011bli d\u011blat.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Prvky, kter\u00e9 ovliv\u0148uj\u00ed mikroprost\u0159ed\u00ed va\u0161eho podniku, jsou:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Klienti<\/li>\n\n\n\n<li>Konkurenti<\/li>\n\n\n\n<li>Dodavatel\u00e9 a distribu\u010dn\u00ed kan\u00e1ly<\/li>\n\n\n\n<li>Zam\u011bstnanci (pracovn\u00edci a jejich komunita)<\/li>\n\n\n\n<li>Z\u00e1jemci<\/li>\n\n\n\n<li>M\u00e9dia<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Pomoc\u00ed t\u011bchto faktor\u016f analyzujte, co by mohlo pozitivn\u011b a negativn\u011b ovlivnit va\u0161e podnik\u00e1n\u00ed.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Identifikujte kl\u00ed\u010dov\u00e1 sd\u011blen\u00ed&nbsp;<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Kl\u00ed\u010dov\u00e1 sd\u011blen\u00ed jsou z\u00e1kladn\u00ed my\u0161lenky, kter\u00e9 chcete, aby va\u0161e c\u00edlov\u00e1 skupina sly\u0161ela a zapamatovala si je. Jsou d\u016fle\u017eitou sou\u010d\u00e1st\u00ed PR strategie, proto\u017ee se st\u00e1vaj\u00ed sou\u010d\u00e1st\u00ed va\u0161eho obsahu a sd\u011bluj\u00ed jednotn\u00e9 poselstv\u00ed. Kl\u00ed\u010dov\u00e1 sd\u011blen\u00ed m\u016f\u017eete zahrnout do sv\u00e9 p\u00edsemn\u00e9 i mluven\u00e9 komunikace a p\u0159edat tak c\u00edlov\u00e9 skupin\u011b konkr\u00e9tn\u00ed zpr\u00e1vu o sv\u00e9 zna\u010dce.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Nejlep\u0161\u00ed kl\u00ed\u010dov\u00e1 sd\u011blen\u00ed jsou v\u011brohodn\u00e1, snadno srozumiteln\u00e1, v\u00fdrazn\u00e1, spolehliv\u00e1, stru\u010dn\u00e1 a \u0159\u00edd\u00ed v\u00e1\u0161 program. Vytvo\u0159en\u00ed a p\u0159ed\u00e1n\u00ed spr\u00e1vn\u00e9ho sd\u011blen\u00ed vy\u017eaduje odborn\u00e9 znalosti, zku\u0161enosti a schopnost jeho \u0161\u00ed\u0159en\u00ed. Pokud je nem\u00e1te nebo se rad\u011bji v\u011bnujete jin\u00fdm v\u011bcem, pod\u00edvejte se na <a href=\"https:\/\/prnews.io\/sites\/\" target=\"_blank\" rel=\"noreferrer noopener\">PRnews.io<\/a>. Je to jedna z dob\u0159e zaveden\u00fdch a cenov\u011b dostupn\u00fdch slu\u017eeb. Nab\u00edz\u00ed tvorbu a distribuci tiskov\u00fdch zpr\u00e1v po cel\u00e9m webu, a to tis\u00edc\u016fm spolehliv\u00fdch m\u00e9di\u00ed. K \u00fasp\u011b\u0161n\u00e9mu proveden\u00ed PR strategie pot\u0159ebujete p\u0159esv\u011bd\u010div\u00fd p\u0159\u00edb\u011bh. PRnews.io v\u00e1m pom\u016f\u017ee vytvo\u0159it v\u0161echny typy obsahu a zajist\u00ed jeho distribuci, zat\u00edmco vy se m\u016f\u017eete soust\u0159edit na \u0161ir\u0161\u00ed obchodn\u00ed a osobn\u00ed c\u00edle.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><style>\r\n#PRN-content-platform {\r\n    background-image: url(\"https:\/\/front-end.prnews.io\/resources\/dashboard\/way-to-success.svg\");\r\n    background-position: right bottom;\r\n    background-repeat: no-repeat;\r\n    background-size: 40%;\r\n}\r\n#PRN-content-platform-top {\r\n    background: #f9f9f9;\r\n    margin-top: 10px;\r\n    margin-bottom: 20px;\r\n    padding: 10px 10px 0px 10px;\r\n    border-color: #CCC;\r\n    border-style: solid;\r\n    border-width: 2px;\r\n}\r\n#PRN-content-platform-btn\r\n{\r\n    font-weight: 400;\r\n    text-shadow: none;\r\n    font-family: Lora;\r\n\r\n}\r\n    \r\n<\/style>\r\n\r\n<div style=\"\" id=\"PRN-content-platform-top\"> \r\n<div id=\"PRN-content-platform\"> <h2>Content Marketing Platform<\/h2>\r\n\r\n    <ul style=\"max-width: 62%px;\">\r\n        <li>100,000+ media publications;<\/li>\r\n        <li>get backlinks to your product;<\/li>\r\n        <li>scale work with content distribution.<\/li>\r\n    <\/ul>\r\n    <div class=\"is-layout-flex wp-block-buttons\">\r\n<div class=\"wp-block-button has-custom-font-size is-style-fill has-medium-font-size\" id=\"PRN-content-platform-btn\"><a href=\"https:\/\/prnews.io\/signup\/\" class=\"wp-block-button__link has-white-color has-text-color has-background wp-element-button\" style=\"border-radius:6px;background-color:#ef3b52;margin-left: 34px;margin-bottom:30px;font-size:14px;line-height: 120%;\" id=\"blog-cta-button\">Sign Up<\/a><\/div>\r\n<\/div>\r\n<\/div>\r\n<\/div><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Taktika&nbsp;<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Taktika jsou aktivity, kter\u00e9 v\u00e1m pomohou dos\u00e1hnout va\u0161ich<a href=\"https:\/\/prnews.io\/blog\/27-how-to-set-realistic-goals-for-press-releases.html\" target=\"_blank\" rel=\"noopener\" title=\"\"> PR c\u00edl\u016f<\/a>. Pokud pou\u017eijeme p\u0159\u00edklad zv\u00fd\u0161en\u00ed pov\u011bdom\u00ed o nov\u00e9 slu\u017eb\u011b, jednou z taktik m\u016f\u017ee b\u00fdt naps\u00e1n\u00ed a distribuce tiskov\u00e9 zpr\u00e1vy pro m\u00e9dia. Ta by byla zasl\u00e1na publikac\u00edm odpov\u00eddaj\u00edc\u00edm va\u0161emu oboru a c\u00edlov\u00e9 skupin\u011b s c\u00edlem zajistit \u010dl\u00e1nek o nov\u00e9 slu\u017eb\u011b.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dal\u0161\u00ed taktick\u00e9 mo\u017enosti zahrnuj\u00ed e-mailov\u00e9 zpravodaje, aktivity na soci\u00e1ln\u00edch s\u00edt\u00edch, blogy, ve\u0159ejn\u00e9 projevy nebo p\u0159edkl\u00e1d\u00e1n\u00ed zaj\u00edmav\u00fdch n\u00e1pad\u016f na \u010dl\u00e1nky o va\u0161\u00ed zna\u010dce novin\u00e1\u0159\u016fm. Dobr\u00fdm za\u010d\u00e1tkem je sestavit si seznam v\u0161ech publikac\u00ed, kter\u00e9 va\u0161e c\u00edlov\u00e1 skupina \u010dte, akc\u00ed, kter\u00e9 nav\u0161t\u011bvuje, a zp\u016fsobu, jak\u00fdm tr\u00e1v\u00ed \u010das online. To v\u00e1m m\u016f\u017ee pomoci ur\u010dit, jak\u00fd typ strategie a taktiky pro vztahy s ve\u0159ejnost\u00ed bude pro v\u00e1s vhodn\u00fd.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Vytvo\u0159te si \u010dasov\u00fd r\u00e1mec<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Ka\u017edou taktiku byste m\u011bli tak\u00e9 ohrani\u010dit \u010dasov\u00fdm r\u00e1mcem, abyste se ujistili, \u017ee bude dokon\u010dena v\u010das. M\u016f\u017eete nap\u0159\u00edklad vytvo\u0159it ak\u010dn\u00ed pl\u00e1n, kter\u00fd podrobn\u011b popisuje PR aktivity pro ur\u010dit\u00e9 obdob\u00ed, kdo je bude prov\u00e1d\u011bt, kdy za\u010dnete s jejich realizac\u00ed a term\u00edn dokon\u010den\u00ed. PR strategie s podrobn\u00fdm \u010dasov\u00fdm rozvrhem v\u00e1m pom\u016f\u017ee zorganizovat pracovn\u00ed postup, zajist\u00ed odpov\u011bdnost a zajist\u00ed, \u017ee nezapomenete dokon\u010dit d\u016fle\u017eit\u00fd \u00fakol.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">M\u011b\u0159te sv\u016fj \u00fasp\u011bch&nbsp;<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Je velmi d\u016fle\u017eit\u00e9 m\u011b\u0159it \u00fasp\u011b\u0161nost va\u0161\u00ed PR strategie. M\u016f\u017eete si vytvo\u0159it n\u00e1stroje pro m\u011b\u0159en\u00ed nebo stanovit kl\u00ed\u010dov\u00e9 ukazatele v\u00fdkonnosti (KPI) podle sv\u00fdch c\u00edl\u016f a \u00fakol\u016f. \u00dasp\u011bch byste mohli m\u011b\u0159it tak\u00e9 podle toho, zda jste dos\u00e1hli sv\u00fdch c\u00edl\u016f ve stanoven\u00e9m \u010dasov\u00e9m r\u00e1mci. M\u011b\u0159en\u00edm \u00fasp\u011b\u0161nosti m\u016f\u017eete zjistit, zda va\u0161e PR aktivity funguj\u00ed, a odhalit, kterou oblast je t\u0159eba zlep\u0161it.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Je tak\u00e9 dobr\u00e9 pravideln\u011b revidovat svou PR strategii a v p\u0159\u00edpad\u011b pot\u0159eby ji korigovat. Strategie pro vztahy s ve\u0159ejnost\u00ed v\u00e1m umo\u017en\u00ed promyslet ka\u017ed\u00fd aspekt p\u0159ed\u00e1v\u00e1n\u00ed zpr\u00e1vy t\u00edm nejlep\u0161\u00edm mo\u017en\u00fdm zp\u016fsobem. Pom\u016f\u017ee v\u00e1m tak\u00e9 maximalizovat \u00fasp\u011bch va\u0161ich PR aktivit a p\u0159isp\u011bje k r\u016fstu va\u0161eho podnik\u00e1n\u00ed.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Dal\u0161\u00ed p\u0159\u00ednosy strategi\u00ed public relations<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Strategie vztah\u016f s ve\u0159ejnost\u00ed mohou b\u00fdt u\u017eite\u010dn\u00e9 i pro spole\u010dnosti, kter\u00e9 vytv\u00e1\u0159ej\u00ed obsahovou strategii a pl\u00e1n SEO. Strategick\u00e9 vztahy s ve\u0159ejnost\u00ed pom\u00e1haj\u00ed vytv\u00e1\u0159et \u00fasp\u011b\u0161n\u011bj\u0161\u00ed obsahovou strategii t\u00edm, \u017ee zaji\u0161\u0165uj\u00ed, aby obsah komunikoval stejn\u00e9 sd\u011blen\u00ed a byl v \u00fazk\u00e9m souladu s c\u00edli zna\u010dky a podnik\u00e1n\u00ed, a distribuc\u00ed ka\u017ed\u00e9ho obsahu tak, aby se dostal k v\u00edce \u010dlen\u016fm c\u00edlov\u00e9 skupiny.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Vztahy s ve\u0159ejnost\u00ed mohou tak\u00e9 pomoci podpo\u0159it \u00fasp\u011b\u0161n\u011bj\u0161\u00ed strategii SEO pro organizace t\u00edm, \u017ee vytvo\u0159\u00ed spr\u00e1vn\u00fd obsah, um\u00edst\u00ed jej do kl\u00ed\u010dov\u00fdch publikac\u00ed a vytvo\u0159\u00ed odkazy na webov\u00e9 str\u00e1nky va\u0161\u00ed spole\u010dnosti. V tomto p\u0159\u00edpad\u011b m\u016f\u017eete tak\u00e9 vyu\u017e\u00edt&nbsp;<a target=\"_blank\" href=\"https:\/\/prnews.io\/sites\/\" rel=\"noreferrer noopener\">PRnews.io<\/a>. Tato slu\u017eba nab\u00edz\u00ed vytvo\u0159en\u00ed SEO optimalizovan\u00e9ho obsahu profesion\u00e1ln\u00edmi copywritery, kte\u0159\u00ed znaj\u00ed v\u0161echny SEO tipy a triky, jak rychle a za p\u0159ijatelnou cenu pos\u00edlit v\u00e1\u0161 p\u0159\u00edsp\u011bvek.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">D\u016fsledn\u00e1 strategie public relations slou\u017e\u00ed jako mapa \u00fasp\u011bchu. Pokud by se firma jakoby prod\u00edrala d\u017eungl\u00ed, m\u00edt d\u016fsledn\u011b prov\u00e1d\u011bn\u00fd pl\u00e1n strategie public relations je jako pr\u016fvodce, kter\u00fd dob\u0159e zn\u00e1 trasu.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Strategie vs. taktika v public relations&nbsp;<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Jako odborn\u00edk na public relations v\u00edte, jak\u00fd je rozd\u00edl mezi strategi\u00ed a taktikou v PR? Stejn\u011b jako si mnoho lid\u00ed nespr\u00e1vn\u011b plete pojmy c\u00edle a z\u00e1m\u011bry, tak si tak\u00e9 \u0161patn\u011b rozum\u00ed se strategiemi a taktikami. Je d\u016fle\u017eit\u00e9, aby ka\u017ed\u00fd rozli\u0161oval a uv\u011bdomoval si rozd\u00edl mezi t\u011bmito d\u016fle\u017eit\u00fdmi term\u00edny v oblasti PR.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Navr\u017een\u00ed strategie p\u0159ich\u00e1z\u00ed po definov\u00e1n\u00ed c\u00edl\u016f a vytvo\u0159en\u00ed z\u00e1m\u011br\u016f. Existence strategie a taktiky je pro podnikatelsk\u00fd pl\u00e1n spole\u010dnosti z\u00e1sadn\u00ed a samoz\u0159ejm\u011b hraje kl\u00ed\u010dovou roli i v \u00fasp\u011b\u0161n\u00fdch vztaz\u00edch s ve\u0159ejnost\u00ed.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Vytvo\u0159en\u00ed jasn\u00e9 p\u0159edstavy o obchodn\u00ed strategii a taktice pom\u00e1h\u00e1 udr\u017eet si soust\u0159ed\u011bn\u00ed a p\u0159i dosahov\u00e1n\u00ed c\u00edl\u016f spole\u010dnosti. V t\u00e9to souvislosti si osv\u011b\u017e\u00edme va\u0161e znalosti o tom, co se pova\u017euje za strategii, co za taktiku, c\u00edle, m\u011b\u0159en\u00ed a jak tyto prvky spolupracuj\u00ed, aby poskytly vyv\u00e1\u017een\u00fd dokument pl\u00e1nu.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"what-are-strategies\">Co jsou strategie<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Strategie jsou pova\u017eov\u00e1ny za obecn\u00e9 p\u0159\u00edstupy pou\u017e\u00edvan\u00e9 k dosa\u017een\u00ed c\u00edl\u016f. Pl\u00e1n PR obvykle obsahuje t\u0159i a\u017e osm strategi\u00ed v z\u00e1vislosti na n\u00e1ro\u010dnosti c\u00edl\u016f.\u00a0<a href=\"https:\/\/www.amraandelma.com\/public-relations-statistics\/\" target=\"_blank\" rel=\"noopener nofollow\" title=\"\">Strategie<\/a>\u00a0by m\u011bly b\u00fdt praktick\u00e9. Strategie by tak\u00e9 m\u011bla vysv\u011btlovat, jak c\u00edle dos\u00e1hnete a pro\u010d vol\u00edte pr\u00e1v\u011b tento p\u0159\u00edstup.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Strategick\u00e9 pl\u00e1nov\u00e1n\u00ed je nezbytn\u00fdm prvn\u00edm krokem k \u00fasp\u011bchu ve v\u0161ech oblastech podnik\u00e1n\u00ed. V oblasti public relations je obzvl\u00e1\u0161t\u011b d\u016fle\u017eit\u00e9, proto\u017ee n\u00e1vratnost investic nelze m\u011b\u0159it pouze na z\u00e1klad\u011b tradi\u010dn\u00edch ukazatel\u016f. Strategick\u00fd pl\u00e1n zaji\u0161\u0165uje, \u017ee existuje spole\u010dn\u00e1 dohoda o tom, \u010deho se sna\u017e\u00edte dos\u00e1hnout, jak to pl\u00e1nujete realizovat a jak budete m\u011b\u0159it \u00fasp\u011bch. Ne\u017e se pust\u00edte do realizace tohoto pl\u00e1nu a pono\u0159\u00edte se do dal\u0161\u00edho, sta\u010d\u00ed si ov\u011b\u0159it, zda jste definovali rozd\u00edl mezi c\u00edli, strategiemi a taktikami.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">P\u0159\u00edklad:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Vezm\u011bme si jako p\u0159\u00edklad IT spole\u010dnost. Obchodn\u00edm c\u00edlem je realizovat v p\u0159\u00ed\u0161t\u00edm roce jej\u00ed prodej za dobrou cenu. Jednou ze strategi\u00ed je pomoci zv\u00fd\u0161it presti\u017e gener\u00e1ln\u00edho \u0159editele mezi potenci\u00e1ln\u00edmi kupci. Strategie m\u016f\u017ee zahrnovat:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Sd\u00edlet \u010dl\u00e1nky s p\u0159\u00edsp\u011bvky s odborn\u00fdmi technologick\u00fdmi publikacemi, aby se gener\u00e1ln\u00ed \u0159editel etabloval jako v\u016fd\u010d\u00ed osobnost v oboru.<\/li>\n\n\n\n<li>\u00da\u010dast na oborov\u00fdch akc\u00edch jako \u0159e\u010dn\u00edk, aby se gener\u00e1ln\u00ed \u0159editel dostal do pov\u011bdom\u00ed kl\u00ed\u010dov\u00e9ho publika.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"what-are-tactics\">Co jsou taktiky<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Taktiky jsou \u010dinnosti, kter\u00e9 vy nebo t\u00fdm provedete za \u00fa\u010delem realizace jednotliv\u00fdch strategi\u00ed. Jsou to ka\u017edodenn\u00ed kroky, kter\u00e9 zna\u010dku posunou vp\u0159ed sm\u011brem k dosa\u017een\u00ed jej\u00edch obchodn\u00edch nebo PR c\u00edl\u016f. Ka\u017ed\u00e1 taktika by m\u011bla pomoci odpov\u011bd\u011bt na ot\u00e1zku: &#8222;Jak\u00fd krok budeme muset u\u010dinit, abychom strategii \u00fasp\u011b\u0161n\u011b realizovali?&#8220; <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">P\u0159\u00edklad:&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Taktika, d\u00edky kter\u00e9 bude na\u0161e strategie \u00fasp\u011b\u0161n\u00e1 (propagace profilu gener\u00e1ln\u00edho \u0159editele), zahrnuje distribuci p\u0159isp\u011bvatelsk\u00e9ho obsahu, zahrnuje definov\u00e1n\u00ed t\u00e9matu \u010dl\u00e1nku, rozhovor s odborn\u00edkem na danou problematiku, naps\u00e1n\u00ed \u010dl\u00e1nku, jeho zasl\u00e1n\u00ed c\u00edlen\u00fdm zpravodajsk\u00fdm server\u016fm (nebo vyu\u017eit\u00ed slu\u017eby <a href=\"https:\/\/prnews.io\/\">PRNEWS.IO<\/a>) a zaji\u0161t\u011bn\u00ed jeho prezentace na webov\u00fdch str\u00e1nk\u00e1ch spole\u010dnosti a ve vybran\u00fdch m\u00e9di\u00edch.<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table><tbody><tr><td><\/td><td>Strategie<\/td><td>Taktika<\/td><\/tr><tr><td>Definice&nbsp;<\/td><td>Celkov\u00fd pl\u00e1n, kter\u00fd m\u016f\u017ee obsahovat n\u011bkolik taktik k dosa\u017een\u00ed c\u00edl\u016f<\/td><td>N\u00e1stroje nebo \u010dinnosti, kter\u00e9 vy nebo t\u00fdm zavedete k realizaci jednotliv\u00fdch strategi\u00ed.<\/td><\/tr><tr><td>Zad\u00e1n\u00ed&nbsp;<\/td><td>Pro\u010d&nbsp;<\/td><td>Jak&nbsp;<\/td><\/tr><tr><td>Akce&nbsp;<\/td><td>Pl\u00e1nov\u00e1n\u00ed&nbsp;<\/td><td>Proveden\u00ed&nbsp;<\/td><\/tr><tr><td>Rozsah&nbsp;<\/td><td>Velk\u00e9 m\u011b\u0159\u00edtko<\/td><td>Mal\u00e9 m\u011b\u0159\u00edtko<\/td><\/tr><tr><td>Obdob\u00ed pl\u00e1nov\u00e1n\u00ed<\/td><td>Zam\u011b\u0159en\u00e9 na budoucnost, dlouh\u00e9 \u010dasov\u00e9 \u00faseky<\/td><td>Velmi brzy, nyn\u00ed<\/td><\/tr><tr><td>Mo\u017enost kop\u00edrov\u00e1n\u00ed<\/td><td>Obt\u00ed\u017en\u00e9 kop\u00edrov\u00e1n\u00ed<\/td><td>Snadn\u00e9 kop\u00edrov\u00e1n\u00ed<\/td><\/tr><tr><td>P\u0159\u00edklad&nbsp;<\/td><td>Z\u00fa\u010dastn\u011bte se jako \u0159e\u010dn\u00edk 10 odborn\u00fdch akc\u00ed.<\/td><td>St\u00e1t se \u00fa\u010dastn\u00edkem speci\u00e1ln\u00edho profesn\u00edho sdru\u017een\u00ed a z\u00edskat pomoc a p\u0159\u00edstup na velk\u00e9 akce d\u016fle\u017eit\u00e9 pro obor.<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">N\u011bkte\u0159\u00ed PR mana\u017ee\u0159i vyu\u017e\u00edvaj\u00ed public relations takticky, chyb\u00ed jim aspekt strategick\u00e9ho pl\u00e1nov\u00e1n\u00ed a nevyu\u017e\u00edvaj\u00ed celou skute\u010dnou s\u00edlu PR. Mana\u017eersk\u00e1 funkce PR je p\u0159edev\u0161\u00edm o vytv\u00e1\u0159en\u00ed strategie. D\u00edky n\u00ed je jasn\u00e9, jak\u00e9 c\u00edle je t\u0159eba splnit, abyste pomohli zna\u010dce dos\u00e1hnout jej\u00edho posl\u00e1n\u00ed.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Strategick\u00e9 pl\u00e1nov\u00e1n\u00ed pom\u00e1h\u00e1 analyzovat a z\u00edsk\u00e1vat informace a zahrnuje hodnocen\u00ed intern\u00edch a extern\u00edch zdroj\u016f. Strategick\u00e9 pl\u00e1nov\u00e1n\u00ed m\u016f\u017ee poskytnout celkov\u00fd sm\u011br pro z\u00e1kladn\u00ed \u0159\u00edzen\u00ed spole\u010dnosti a z\u00e1rove\u0148 orientovat a pom\u00e1hat k dosa\u017een\u00ed \u00fasp\u011bchu v takov\u00fdch oblastech, jako je finan\u010dn\u00ed strategie, marketingov\u00e1 strategie, strategie rozvoje organizace, strategie lidsk\u00fdch zdroj\u016f atd. Co v\u0161echno se t\u00fdk\u00e1 mana\u017eersk\u00e9 funkce &#8211; pochopen\u00ed toho, kam chce firma doj\u00edt a \u010deho chce dos\u00e1hnout, a n\u00e1sledn\u011b role poradce, kter\u00fd pom\u016f\u017ee mozku usp\u011bt.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"co-je-m\u011b\u0159en\u00ed\">Co je m\u011b\u0159en\u00ed<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Strategie i taktika v PR mohou a m\u011bly by b\u00fdt m\u011b\u0159eny. Rozd\u00edl mezi nimi spo\u010d\u00edv\u00e1 v tom, \u017ee zat\u00edmco strategie by se nem\u011bla m\u011bnit, taktika se m\u016f\u017ee m\u011bnit a p\u0159izp\u016fsobovat. Pokud bylo jednou z va\u0161ich taktik oslovit 50 influencer\u016f z va\u0161eho oborov\u00e9ho prostoru a poda\u0159ilo se v\u00e1m zapojit pouze p\u011bt z nich, mo\u017en\u00e1 budete muset zm\u011bnit taktiku a zam\u011b\u0159it se sp\u00ed\u0161e na influencery v nejbli\u017e\u0161\u00edm oboru, ne\u017e na ten v\u00e1\u0161 konkr\u00e9tn\u00ed. Zat\u00edmco strategick\u00e1 slo\u017eka zapojen\u00ed influencer\u016f je konstantn\u00ed, taktick\u00e9 proveden\u00ed m\u016f\u017ee b\u00fdt t\u0159eba zm\u011bnit, pokud nevid\u00edte v\u00fdsledky.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">P\u0159i v\u00fdb\u011bru kl\u00ed\u010dov\u00fdch ukazatel\u016f v\u00fdkonnosti (KPI) je z\u00e1sadn\u00ed v\u00fdb\u011br kl\u00ed\u010dov\u00fdch ukazatel\u016f v\u00fdkonnosti a nasm\u011brov\u00e1n\u00ed strategie zp\u011bt k obchodn\u00edm c\u00edl\u016fm. Na konci obdob\u00ed budete hodnotit \u00fasp\u011b\u0161nost celkov\u00e9 strategie. M\u011b\u0159en\u00ed taktik bude pr\u016fb\u011b\u017en\u00fdm prvkem va\u0161eho \u00fasil\u00ed o m\u011b\u0159en\u00ed a budete se na tyto v\u00fdsledky d\u00edvat v pr\u016fb\u011bhu realizace PR programu, co\u017e v\u00e1m poskytne p\u0159\u00edle\u017eitost zjistit, zda je t\u0159eba taktiky upravit nebo zm\u011bnit v z\u00e1vislosti na jejich v\u00fdsledc\u00edch p\u0159i pomoci dos\u00e1hnout c\u00edl\u016f programu.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">P\u0159\u00edklad:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">V n\u011bkter\u00fdch p\u0159\u00edpadech vy\u017eaduj\u00ed n\u011bkter\u00e9 slo\u017eit\u011bj\u0161\u00ed taktiky strategii. Nap\u0159\u00edklad optimalizace pro vyhled\u00e1va\u010de (SEO), obsahuje nastaven\u00ed vlastn\u00ed strategie p\u0159i volb\u011b v\u00fdzkumu kl\u00ed\u010dov\u00fdch slov, tvorb\u011b obsahu a budov\u00e1n\u00ed odkaz\u016f, a je tedy prov\u00e1z\u00e1na s dal\u0161\u00edmi taktikami. Ve skute\u010dnosti \u017e\u00e1dn\u00e1 z taktik nen\u00ed zcela izolovan\u00e1.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"> Je t\u0159eba zohlednit zp\u016fsob m\u011b\u0159en\u00ed v\u00fdsledk\u016f t\u011bchto kampan\u00ed, p\u0159i\u010dem\u017e c\u00edle kampan\u011b napov\u00ed, co byste m\u011bli m\u011b\u0159it.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Odborn\u00edci z oboru o strategii PR<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Edlyn Collanto, specialistka na marketingov\u00fd v\u00fdzkum B2B ve spole\u010dnosti <a href=\"https:\/\/upcity.com\" target=\"_blank\" rel=\"noopener nofollow\" title=\"\">UpCity<\/a><\/strong><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"alignleft size-full is-resized\"><img decoding=\"async\" width=\"450\" height=\"450\" src=\"\/blog\/wp-content\/uploads\/2022\/12\/50964-Edlyn-Collanto-450x450-1.jpg\" alt=\"\" class=\"wp-image-8774\" style=\"width:238px;height:238px\" srcset=\"\/cs\/blog\/wp-content\/uploads\/2022\/12\/50964-Edlyn-Collanto-450x450-1.jpg 450w, \/cs\/blog\/wp-content\/uploads\/2022\/12\/50964-Edlyn-Collanto-450x450-1-300x300.jpg 300w, \/cs\/blog\/wp-content\/uploads\/2022\/12\/50964-Edlyn-Collanto-450x450-1-150x150.jpg 150w\" sizes=\"(max-width: 450px) 100vw, 450px\" \/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\">1. Bu\u010fte znal\u00ed sv\u00e9ho c\u00edlov\u00e9ho trhu: <\/p>: Zjist\u011bte vlastnosti sv\u00e9ho c\u00edlov\u00e9ho z\u00e1kazn\u00edka prost\u0159ednictv\u00edm pr\u016fzkumu a vyu\u017eijte tyto informace k p\u0159izp\u016fsoben\u00ed PR prvk\u016f sv\u00e9 kampan\u011b.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">2. Stanovte si rozumn\u00e9 c\u00edle: A\u0165 u\u017e chcete v\u011bt\u0161\u00ed viditelnost v tradi\u010dn\u00edch m\u00e9di\u00edch, v soci\u00e1ln\u00edch m\u00e9di\u00edch nebo v my\u0161lenkov\u00e9m leadershipu, m\u011bli byste m\u00edt jasnou p\u0159edstavu o tom, \u010deho chcete sv\u00fdm PR pl\u00e1nem dos\u00e1hnout. Vytvo\u0159te si ak\u010dn\u00ed pl\u00e1n k dosa\u017een\u00ed t\u011bchto c\u00edl\u016f a za\u010dle\u0148te je do sv\u00e9 PR strategie.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">3. Poznejte svou konkurenci: Vyjmenujte sv\u00e9 nejv\u011bt\u0161\u00ed hrozby a pak v\u011bnujte pozornost tomu, co d\u011blaj\u00ed. Sledujte jejich PR aktivity a zaznamen\u00e1vejte si p\u0159\u00edpadn\u00e9 \u00fasp\u011bchy a ne\u00fasp\u011bchy. Zjist\u011bte, zda m\u016f\u017eete podobnou taktiku pou\u017e\u00edt i ve sv\u00e9 vlastn\u00ed kampani.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">4. Vytvo\u0159te si poselstv\u00ed: Vytvo\u0159te sd\u011blen\u00ed, kter\u00e9 zd\u016frazn\u00ed tyto probl\u00e9my a vysv\u011btl\u00ed, jak pr\u00e1v\u011b va\u0161e firma m\u016f\u017ee zlep\u0161it jejich \u017eivot. Pou\u017eijte jazyk, kter\u00e9mu bude va\u0161e publikum rozum\u011bt, a promluvte k n\u011bmu prost\u0159ednictv\u00edm m\u00e9dia, kter\u00e9 nejsp\u00ed\u0161e konzumuje.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"alignleft size-full is-resized\"><img decoding=\"async\" width=\"768\" height=\"512\" src=\"\/blog\/wp-content\/uploads\/2022\/12\/Aron-Solomon.jpeg\" alt=\"\" class=\"wp-image-8746\" style=\"width:232px;height:155px\" srcset=\"\/cs\/blog\/wp-content\/uploads\/2022\/12\/Aron-Solomon.jpeg 768w, \/cs\/blog\/wp-content\/uploads\/2022\/12\/Aron-Solomon-300x200.jpeg 300w, \/cs\/blog\/wp-content\/uploads\/2022\/12\/Aron-Solomon-150x100.jpeg 150w, \/cs\/blog\/wp-content\/uploads\/2022\/12\/Aron-Solomon-720x480.jpeg 720w, \/cs\/blog\/wp-content\/uploads\/2022\/12\/Aron-Solomon-480x320.jpeg 480w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\"><strong>Aron Solomon, vedouc\u00ed odd\u011blen\u00ed strategie ve spole\u010dnosti <a href=\"https:\/\/www.esquiredigital.com\" target=\"_blank\" rel=\"noopener nofollow\" title=\"\">Esquire Digital<\/a>, marketingov\u00e9 agentu\u0159e zam\u011b\u0159en\u00e9 pouze na pr\u00e1vn\u00edky.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Nejd\u016fle\u017eit\u011bj\u0161\u00edm prvkem skv\u011bl\u00e9 PR strategie je v\u011bnovat \u010das definov\u00e1n\u00ed sv\u00fdch c\u00edl\u016f. Energii do realizace vlo\u017ete a\u017e pot\u00e9, co se v\u0161echny z\u00fa\u010dastn\u011bn\u00e9 strany shodnou na tom, k \u010demu sm\u011b\u0159uj\u00ed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Zn\u00ed to jako zdrav\u00fd rozum a pravd\u011bpodobn\u011b to tak i je &#8211; ale je pozoruhodn\u00e9, jak m\u00e1lo se to d\u011bl\u00e1 dob\u0159e. R\u00e1d s klienty zp\u011btn\u011b vytv\u00e1\u0159\u00edm PR strategii tak, \u017ee definuji, kde cht\u011bj\u00ed b\u00fdt na konci po\u010d\u00e1te\u010dn\u00edho anga\u017em\u00e1. Pak m\u016f\u017eeme sladit c\u00edle s v\u00fddaji a navrhnout realistick\u00e9 \u010dasov\u00e9 pl\u00e1ny a miln\u00edky.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><a href=\"https:\/\/www.linkedin.com\/in\/amandablairdavis\/\" target=\"_blank\" rel=\"noopener nofollow\" title=\"\">Amanda Hudson<\/a>, zakladatelka &amp; CEO ve spole\u010dnosti&nbsp;<a href=\"https:\/\/hudsondaviscommunications.com\/\" target=\"_blank\" rel=\"noopener nofollow\" title=\"\">Hudson Davis Communications<\/a><\/strong><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"alignleft size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"800\" src=\"\/blog\/wp-content\/uploads\/2022\/12\/1669491993467.jpeg\" alt=\"Pom\u00e1h\u00e1m B2B spole\u010dnostem dosahovat jejich c\u00edl\u016f prost\u0159ednictv\u00edm marketingu &amp;; brandingu ? | B2B Whisperer ? | Ps\u00ed m\u00e1ma ? | V\u00e1\u0161niv\u00fd \u010dten\u00e1\u0159 ? | Frak\u010dn\u00ed CMO ? | Expert Communicator ?\ufe0f | Sustainability Advisor ?\" class=\"wp-image-8750\" style=\"width:222px;height:222px\" srcset=\"\/cs\/blog\/wp-content\/uploads\/2022\/12\/1669491993467.jpeg 800w, \/cs\/blog\/wp-content\/uploads\/2022\/12\/1669491993467-300x300.jpeg 300w, \/cs\/blog\/wp-content\/uploads\/2022\/12\/1669491993467-150x150.jpeg 150w, \/cs\/blog\/wp-content\/uploads\/2022\/12\/1669491993467-768x768.jpeg 768w, \/cs\/blog\/wp-content\/uploads\/2022\/12\/1669491993467-480x480.jpeg 480w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\">Nejprve bychom se cht\u011bli pod\u00edvat na to, kdo hled\u00e1 PR. Je to n\u011bjak\u00e1 organizace? Je to jednotlivec? To budou dv\u011b r\u016fzn\u00e9 strategie. J\u00e1 se zam\u011b\u0159uji na PR organizac\u00ed, tak\u017ee bych pak shrom\u00e1\u017edil sv\u00e9 intern\u00ed odborn\u00edky na danou problematiku a pochopil t\u00e9mata, o kter\u00fdch m\u016f\u017eeme mluvit a kter\u00e1 budou pro organizaci p\u0159\u00ednosn\u00e1. Obvykle jsou intern\u00ed odborn\u00edci na danou problematiku na vedouc\u00edch pozic\u00edch, tak\u017ee v\u00e1\u0161 gener\u00e1ln\u00ed \u0159editel, dal\u0161\u00ed \u010dlenov\u00e9 veden\u00ed a viceprezidenti. D\u00e1le bych tyto osoby nechal medi\u00e1ln\u011b pro\u0161kolit. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Nakonec bych postavil pl\u00e1ny, jak budeme distribuovat na\u0161e odborn\u00e9 znalosti. Ta se skl\u00e1d\u00e1 z m\u00e9di\u00ed vy\u0161\u0161\u00ed \u00farovn\u011b (velk\u00e9 publikace) a m\u00e9di\u00ed oborov\u00e9 \u00farovn\u011b (oborov\u00e9 publikace). Pak si stanovte strategii, jak se do ka\u017ed\u00e9ho z nich dostat. Vyd\u00e1v\u00e1te v\u011bci sami? Plat\u00edte za redak\u010dn\u00ed p\u0159\u00edle\u017eitosti? Obrac\u00edte se na novin\u00e1\u0159e? Odpov\u00edd\u00e1te na \u017e\u00e1dosti novin\u00e1\u0159\u016f o odborn\u00e9 koment\u00e1\u0159e? V\u0161echny tyto v\u011bci pat\u0159\u00ed do tvorby PR strategie.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><!-- Shortcode [ctanew] does not exist --><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Z\u00e1v\u011br<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Vztahy s ve\u0159ejnost\u00ed se skl\u00e1daj\u00ed z mnoha \u010d\u00e1st\u00ed, kter\u00e9 buduj\u00ed pozitivn\u00ed obraz va\u0161\u00ed spole\u010dnosti v o\u010d\u00edch komunity. Pokud m\u00e1te vytvo\u0159enou strategii, m\u016f\u017eete tyto aktivity organizovat a vytv\u00e1\u0159et takovou image, jakou si pro svou zna\u010dku p\u0159ejete.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Oblast vztah\u016f s ve\u0159ejnost\u00ed je mnohem slo\u017eit\u011bj\u0161\u00ed, ne\u017e se p\u0159edpokl\u00e1d\u00e1. Mnoho lid\u00ed si ji plete, proto\u017ee uva\u017euj\u00ed takticky, a ne strategicky. M\u00edt dob\u0159e definovan\u00e9 c\u00edle, strategii k jejich dosa\u017een\u00ed a zvolit vhodnou taktiku k realizaci strategie jsou d\u016fle\u017eit\u00e9 prvky realizace solidn\u00edho PR programu. Znalost a pochopen\u00ed toho, jak tyto r\u016fzn\u00e9 slo\u017eky funguj\u00ed dohromady, by m\u011bla b\u00fdt v pozad\u00ed praxe ka\u017ed\u00e9ho profesion\u00e1la v oblasti PR, kdy\u017e navrhuje pl\u00e1ny sv\u00fdm klient\u016fm nebo spole\u010dnosti.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pomoc\u00ed t\u011bchto krok\u016f a p\u0159\u00edslu\u0161n\u00fdch slu\u017eeb m\u016f\u017eete vytvo\u0159it pl\u00e1n vztah\u016f s ve\u0159ejnost\u00ed, kter\u00fd v\u00e1m pom\u016f\u017ee co nejl\u00e9pe splnit va\u0161e c\u00edle. S rozvojem va\u0161eho podnik\u00e1n\u00ed m\u016f\u017eete pl\u00e1n upravit tak, aby vyhovoval pot\u0159eb\u00e1m va\u0161\u00ed spole\u010dnosti. Pokud pot\u0159ebujete pomoc s vytvo\u0159en\u00edm pl\u00e1nu vztah\u016f s ve\u0159ejnost\u00ed, implementac\u00ed taktik v aktu\u00e1ln\u00edm pl\u00e1nu a tvorbou a distribuc\u00ed obsahu, obra\u0165te se na&nbsp;<a href=\"https:\/\/prnews.io\/sites\/\" target=\"_blank\" rel=\"noreferrer noopener\">PRnews.io<\/a>.<\/p>\n\n\n\n<div itemscope=\"\" itemtype=\"https:\/\/schema.org\/FAQPage\">\n\n<h2 d=\"title25\">FAQ: Strategie vztah\u016f s ve\u0159ejnost\u00ed<\/h2>\n<div itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\">\n<h3 itemprop=\"name\">Co je to strategie vztah\u016f s ve\u0159ejnost\u00ed?\n\n<\/h3>\n<div itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\n<div itemprop=\"text\">\n<p>Strategie PR je flexibiln\u00ed pl\u00e1n, tak\u017ee ji m\u016f\u017eete p\u0159izp\u016fsobit nov\u00fdm c\u00edl\u016fm, nov\u00fdm p\u0159\u00edle\u017eitostem, nov\u00fdm trh\u016fm.<\/p>\n\n<p>Je to pl\u00e1n, kter\u00fd v\u00e1s dovede od va\u0161\u00ed sou\u010dasn\u00e9 situace ke kone\u010dn\u00e9mu c\u00edli. \u0160ablony strategie pro vztahy s ve\u0159ejnost\u00ed mohou b\u00fdt kr\u00e1tkodob\u00e9 nebo dlouhodob\u00e9. Jednor\u00e1zov\u00fd abjekt, nap\u0159\u00edklad pozitivn\u00ed publikace o va\u0161em nejnov\u011bj\u0161\u00edm vyd\u00e1n\u00ed produktu. Nebo dlouhodob\u00fd c\u00edl, kter\u00fdm je dosa\u017een\u00ed va\u0161ich obchodn\u00edch c\u00edl\u016f.<\/p>\n\n<p>Strategie PR v\u00e1m pom\u016f\u017ee zorganizovat va\u0161e PR aktivity a u\u010dinit strategick\u00e1 rozhodnut\u00ed t\u00fdkaj\u00edc\u00ed se nejlep\u0161\u00edho zp\u016fsobu p\u0159ed\u00e1n\u00ed va\u0161eho kl\u00ed\u010dov\u00e9ho sd\u011blen\u00ed. M\u016f\u017ee v\u00e1m tak\u00e9 pomoci vyu\u017e\u00edt p\u0159\u00edb\u011bhy ve va\u0161em podnik\u00e1n\u00ed k p\u0159il\u00e1k\u00e1n\u00ed c\u00edlov\u00e9 skupiny i k budov\u00e1n\u00ed pov\u011bdom\u00ed o zna\u010dce.\n\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\">Jak vytvo\u0159it strategii vztah\u016f s ve\u0159ejnost\u00ed a komunikace pro politickou kampa\u0148?\n\n<\/h3>\n<div itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\n<div itemprop=\"text\">\n<p>Politick\u00e1 kampa\u0148 nen\u00ed jen o propagaci, vys\u00edl\u00e1n\u00ed a pron\u00e1\u0161en\u00ed p\u0159esv\u011bd\u010div\u00fdch volebn\u00edch projev\u016f. P\u0159esto zahrnuje \u0161ir\u0161\u00ed oblast, kter\u00e1 se zam\u011b\u0159uje na um\u00edst\u011bn\u00ed strany ve volebn\u00edm prostoru. T\u00e9m\u011b\u0159 v\u0161echny politick\u00e9 strany a politici neust\u00e1le vyu\u017e\u00edvaj\u00ed reklamn\u00ed metody k p\u0159ed\u00e1v\u00e1n\u00ed sv\u00fdch my\u0161lenek. M\u016f\u017ee se jednat o zlep\u0161en\u00ed pov\u011bsti vl\u00e1dy nebo o novou strategii \u010di dokonce o propagaci jednotliv\u00e9ho politika.&nbsp;<\/p>\n\n<p>A\u0165 u\u017e je d\u016fvod jak\u00fdkoli, mus\u00ed existovat strategie jeho propagace. S p\u0159\u00edchodem soci\u00e1ln\u00edch m\u00e9di\u00ed je reklama p\u0159\u00edmo\u010dar\u00e1, prob\u00edh\u00e1 v re\u00e1ln\u00e9m \u010dase, je interaktivn\u00ed a pevn\u011b se soust\u0159ed\u00ed na budov\u00e1n\u00ed vztah\u016f.<\/p>\n\n<p>Strategie kampan\u011b by m\u011bla zohled\u0148ovat p\u0159edev\u0161\u00edm tak\u00e9 strategii digit\u00e1ln\u00edch vztah\u016f s ve\u0159ejnost\u00ed. P\u0159ipravit webov\u00e9 str\u00e1nky politik\u016f a zajistit jejich snadnou dostupnost, optimalizovat soci\u00e1ln\u00ed kan\u00e1ly kandid\u00e1t\u016f, budovat seznamy e-mailov\u00fdch adres a sestavovat atraktivn\u00ed inzer\u00e1ty na soci\u00e1ln\u00edch s\u00edt\u00edch pat\u0159\u00ed mezi nejd\u016fle\u017eit\u011bj\u0161\u00ed taktiky PR. V\u0161echny strategie sm\u011b\u0159uj\u00edc\u00ed k tomuto c\u00edli by se m\u011bly soust\u0159edit na c\u00edle kampan\u011b.\n\n<\/p>\n<\/div>\n<\/div>\n<\/div>\n\n\n<div itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\">\n<h3 itemprop=\"name\"> Kter\u00e9 spole\u010dnosti maj\u00ed \u00fasp\u011b\u0161nou strategii vztah\u016f s ve\u0159ejnost\u00ed?\n\n\n<\/h3>\n<div itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\n<div itemprop=\"text\">\n<p>Existuje mnoho legend\u00e1rn\u00edch \u00fasp\u011b\u0161n\u00fdch pl\u00e1n\u016f PR strategie. Zde jsou t\u0159i p\u0159\u00edklady s geni\u00e1ln\u00edmi n\u00e1pady:\nJohnnie Walker: Jane Walker<\/p>\n\n<p>Aby propagovala rovnost pohlav\u00ed a respektovala mnoh\u00e9 \u00fasp\u011bchy \u017een v historii, vytvo\u0159ila spole\u010dnost Johnnie Walker k Mezin\u00e1rodn\u00edmu dni \u017een \u017eenskou verzi whisky a dala j\u00ed jm\u00e9no Jane Walker. Na l\u00e1hvi z limitovan\u00e9 edice byla m\u00edsto mu\u017ee vyobrazena \u017eena, co\u017e zna\u010dku spojilo s osobami, kter\u00e9 rovn\u011b\u017e podporuj\u00ed jej\u00ed oddanost spole\u010densk\u00e9mu pokroku.<\/p>\n\n<p>Noc na Modr\u00e9 planet\u011b II od Airbnb &#038;; BBC Earth&nbsp;<\/p>\n\n<p>Sledov\u00e1n\u00edm po\u0159adu se m\u016f\u017eete t\u00e9m\u011b\u0159 p\u0159en\u00e9st do prost\u0159ed\u00ed, ve kter\u00e9m se nat\u00e1\u010d\u00ed, ale BBC Earth cht\u011bla pro sv\u00e9 nejv\u011bt\u0161\u00ed p\u0159\u00edznivce zv\u00fd\u0161it \u00farove\u0148. Nab\u00eddli jim proto mo\u017enost poc\u00edtit, jak\u00e9 to je b\u00fdt v\u00fdzkumn\u00edkem a filma\u0159em po\u0159adu Modr\u00e1 planeta II.<\/p>\n\n<p>Spolupracovali s Airbnb a vyhl\u00e1sili sout\u011b\u017e pro sv\u00e9 \u010dleny a dva \u0161\u0165astn\u00ed v\u00fdherci mohli str\u00e1vit t\u0159i dny a dv\u011b noci na Baham\u00e1ch na v\u00fdzkumn\u00e9 a pr\u016fzkumn\u00e9 lodi pou\u017e\u00edvan\u00e9 pro nat\u00e1\u010den\u00ed po\u0159adu. Nab\u00eddkou t\u00e9to jedine\u010dn\u00e9 p\u0159\u00edle\u017eitosti mohla BBC Earth z\u00edskat v\u00edce fanou\u0161k\u016f a Airbnb si vybudovat p\u0159\u00edze\u0148 sv\u00e9 zna\u010dky.<\/p>\n\n<p>State Street Global Advisors: Neohro\u017een\u00e1 d\u00edvka<\/p>\n<p>R\u00e1no na Mezin\u00e1rodn\u00ed den \u017een sv\u011bt objevil naproti so\u0161e Charging Bull na Wall Street v New Yorku \u010dty\u0159metrov\u00fd pomn\u00edk d\u00edvky. Vypadala odv\u00e1\u017en\u011b, ruce dr\u017eela v bok, v \u0161atech a vysok\u00fdch conversk\u00e1ch.&nbsp;<\/p>\n\n<p>\u0158\u00edkali j\u00ed Neohro\u017een\u00e1 d\u00edvka. Vytvo\u0159ila ji spole\u010dnost State Street Global Advisors, kter\u00e1 se zab\u00fdv\u00e1 spr\u00e1vou investic, v r\u00e1mci sv\u00e9 kampan\u011b, jej\u00edm\u017e c\u00edlem je p\u0159im\u011bt spole\u010dnosti, aby do sv\u00fdch spr\u00e1vn\u00edch rad dosazovaly v\u00edce \u017een.&nbsp;\n\n\n<\/p>\n<\/div>\n<\/div>\n<\/div>\n\n\n<div itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\">\n<h3 itemprop=\"name\">Jak lze Facebook vyu\u017e\u00edt ve firemn\u00ed strategii pro styk s ve\u0159ejnost\u00ed?\n\n\n<\/h3>\n<div itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\n<div itemprop=\"text\">\n<p>Facebook je jedn\u00edm z nejmocn\u011bj\u0161\u00edch n\u00e1stroj\u016f PR v r\u00e1mci digit\u00e1ln\u00ed strategie public relations. Pou\u017e\u00edv\u00e1n\u00ed Facebooku jako online n\u00e1stroje PR umo\u017e\u0148uje podnik\u016fm zv\u00fd\u0161it sv\u016fj dosah a dostat se tak p\u0159ed zainteresovan\u00e9 publikum.\nZde je n\u011bkolik jednoduch\u00fdch tip\u016f, kter\u00fdch je t\u0159eba se dr\u017eet:\n<\/p><ul>\n<li>M\u011bjte jasn\u011b stanoven\u00e9 c\u00edle<\/li>\n<li>Vyberte si spr\u00e1vn\u00fd profilov\u00fd obr\u00e1zek<\/li>.\n<li>V\u011bnujte \u010das vytvo\u0159en\u00ed obs\u00e1hl\u00e9 sekce &#8222;O n\u00e1s&#8220;<\/li>.\n<li>Vyu\u017eijte tituln\u00ed fotografii a p\u0159ipnut\u00fd p\u0159\u00edsp\u011bvek k podpo\u0159e sv\u00fdch kampan\u00ed<\/li>.\n<li>Pou\u017e\u00edvejte segmentaci publika<\/li>\n<li>Nep\u0159eh\u00e1n\u011bjte to<\/li>\n<li>Pochopte, co funguje nejl\u00e9pe<\/li>\n<li>Zva\u017ete na\u010dasov\u00e1n\u00ed<\/li>.\n<li>Rychle reagujte na koment\u00e1\u0159e<\/li><\/ul>.\n\n\n<p><\/p>\n<\/div>\n<\/div>\n<\/div>\n  \n\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Zp\u016fsob, jak\u00fdm komunikujete uvnit\u0159 i vn\u011b va\u0161\u00ed spole\u010dnosti, akce, kter\u00e9 pl\u00e1nujete, va\u0161e zapojen\u00ed do komunity, a dokonce i to, jak se vyrovn\u00e1v\u00e1te s kriz\u00ed, tvo\u0159\u00ed va\u0161i strategii vztah\u016f s ve\u0159ejnost\u00ed. Abych v\u00e1m pomohl p\u0159i vytv\u00e1\u0159en\u00ed strategie PR, zd\u016fraznil jsem d\u016fle\u017eit\u00e9 kroky a pojmy. Poj\u010fme na ve\u0159ejnost. Vybudov\u00e1n\u00ed pozitivn\u00ed online reputace &amp; odstran\u011bn\u00ed negativn\u00ed ze SERP Co je to ve\u0159ejn\u00fd vztah Vztahy s ve\u0159ejnost\u00ed jsou d\u016fle\u017eitou sou\u010d\u00e1st\u00ed reklamn\u00edho mixu. Public relations zahrnuje \u0159adu krok\u016f k vytvo\u0159en\u00ed a ochran\u011b image spole\u010dnosti a jej\u00edho konkr\u00e9tn\u00edho produktu. Slou\u017e\u00ed ke sd\u011blov\u00e1n\u00ed v\u0161ech pot\u0159ebn\u00fdch informac\u00ed, aby si v mysl\u00edch ve\u0159ejnosti vyp\u011bstovala dobrou pov\u011bst. Vztahy s ve\u0159ejnost\u00ed<\/p>\n","protected":false},"author":17,"featured_media":2948,"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-2943","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\/2943","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\/17"}],"replies":[{"embeddable":true,"href":"\/cs\/blog\/wp-json\/wp\/v2\/comments?post=2943"}],"version-history":[{"count":17,"href":"\/cs\/blog\/wp-json\/wp\/v2\/posts\/2943\/revisions"}],"predecessor-version":[{"id":12141,"href":"\/cs\/blog\/wp-json\/wp\/v2\/posts\/2943\/revisions\/12141"}],"wp:featuredmedia":[{"embeddable":true,"href":"\/cs\/blog\/wp-json\/wp\/v2\/media\/2948"}],"wp:attachment":[{"href":"\/cs\/blog\/wp-json\/wp\/v2\/media?parent=2943"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"\/cs\/blog\/wp-json\/wp\/v2\/categories?post=2943"},{"taxonomy":"post_tag","embeddable":true,"href":"\/cs\/blog\/wp-json\/wp\/v2\/tags?post=2943"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}