{"id":3897,"date":"2022-11-24T05:11:00","date_gmt":"2022-11-24T03:11:00","guid":{"rendered":"\/blog\/?p=3897"},"modified":"2023-03-21T05:32:39","modified_gmt":"2023-03-21T03:32:39","slug":"6-spatnych-prikladu-pouceni-ktere-se-z-nich-ucime","status":"publish","type":"post","link":"\/cs\/blog\/6-spatnych-prikladu-pouceni-ktere-se-z-nich-ucime.html","title":{"rendered":"6 \u0161patn\u00fdch p\u0159\u00edklad\u016f PR a pou\u010den\u00ed z nich"},"content":{"rendered":"\n<iframe style=\"border-radius:12px\" src=\"https:\/\/open.spotify.com\/embed\/episode\/2wvPJAsqFshTfA6WCMGPLm?utm_source=generator&#038;theme=0\" width=\"100%\" height=\"152\" frameBorder=\"0\" allowfullscreen=\"\" allow=\"autoplay; clipboard-write; encrypted-media; fullscreen; picture-in-picture\" loading=\"lazy\"><\/iframe>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>\u0160patn\u00e9 p\u0159\u00edklady PR<\/strong>. Jedna chyba v PR m\u016f\u017ee v\u00e1\u017en\u011b po\u0161kodit pov\u011bst spole\u010dnosti. I ty nej\u00fasp\u011b\u0161n\u011bj\u0161\u00ed sv\u011btov\u00e9 zna\u010dky to mohou pokazit tak, \u017ee jim PR kauza zp\u016fsob\u00ed milionov\u00e9 \u0161kody.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Je samoz\u0159ejm\u00e9, \u017ee&nbsp;\u0161patn\u00e9&nbsp;PR&nbsp;je v podstat\u011b d\u011bl\u00e1n\u00ed p\u0159esn\u00e9ho opaku toho, \u010d\u00edm&nbsp;PR&nbsp;m\u00e1 b\u00fdt. Sv\u011bd\u010d\u00ed to o tom, \u017ee marketingov\u00e1 strategie spole\u010dnosti postr\u00e1d\u00e1 pl\u00e1n, postup, strategii nebo c\u00edl. Domn\u00edv\u00e1m se, \u017ee n\u00ed\u017ee jsou uvedeny n\u011bkter\u00e9 velmi typick\u00e9 probl\u00e9my, kter\u00e9 jsou d\u016fsledkem \u0161patn\u00e9ho&nbsp;PR:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Tiskov\u00e9 zpr\u00e1vy, kter\u00e9 jsou \u0161patn\u011b napsan\u00e9<\/strong>: C\u00edlem tiskov\u00e9 zpr\u00e1vy je rychle vyj\u00e1d\u0159it my\u0161lenku, kterou se sna\u017e\u00edte sd\u011blit, a z\u00e1rove\u0148 poskytnout informace o ud\u00e1losti nebo \u010dinnosti. Tiskov\u00e9 zpr\u00e1vy mohou b\u00fdt p\u0159ehl\u00e9dnuty a ignorov\u00e1ny z r\u016fzn\u00fdch d\u016fvod\u016f, v\u010detn\u011b chyb, vynech\u00e1n\u00ed, zdlouhav\u00fdch v\u00fdrok\u016f a \u0161patn\u00e9 struktury.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Tiskov\u00e9 zpr\u00e1vy s c\u00edlem:<\/strong>&nbsp;Pro firmy je z\u00e1sadn\u00ed rozes\u00edlat tiskov\u00e9 zpr\u00e1vy pouze tehdy, kdy\u017e maj\u00ed v\u00fdznamn\u00e9 novinky, o kter\u00e9 se cht\u011bj\u00ed pod\u011blit. Nechcete p\u0159ece vyd\u00e1vat zpr\u00e1vy poka\u017ed\u00e9, kdy\u017e dojde k men\u0161\u00edmu v\u00fdvoji ve va\u0161em podnik\u00e1n\u00ed, podobn\u011b jako chlapec, kter\u00fd k\u0159i\u010del na vlka. To je&nbsp;pro podniky \u0161patn\u00e9, proto\u017ee z\u00e1kazn\u00edci mohou jednodu\u0161e stisknout tla\u010d\u00edtko delete, pokud je za\u010dne obt\u011b\u017eovat mno\u017estv\u00ed sd\u011blen\u00ed, kter\u00e1 rozes\u00edl\u00e1te, kdy\u017e se stane n\u011bco skute\u010dn\u011b d\u016fle\u017eit\u00e9ho.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"> P\u0159i oslovov\u00e1n\u00ed zpravodajsk\u00fdch m\u00e9di\u00ed je t\u0159eba se vyvarovat p\u0159eh\u00e1n\u011bn\u00ed a zobec\u0148ov\u00e1n\u00ed. Pokud chcete p\u016fsobit optimisticky, uv\u00e1d\u011bjte sp\u00ed\u0161e fakta podlo\u017een\u00e1 d\u016fkazy ne\u017e superlativy, kter\u00e9 se mohou rychle omrzet a vzbudit ve \u010dten\u00e1\u0159\u00edch podez\u0159en\u00ed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Posledn\u00edch p\u00e1r let bylo pln\u00fdch \u010detn\u00fdch reklamn\u00edch &amp; PR katastrof. Pod\u00edvejme se na nejhor\u0161\u00ed p\u0159\u00edklady PR, kter\u00e9 se odehr\u00e1ly v posledn\u00edch letech, a co p\u0159esn\u011b bychom se z nich m\u011bli nau\u010dit.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>#Kampa\u0148 DeleteUber<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">V roce 2017 se spole\u010dnosti Uber pom\u011brn\u011b da\u0159ilo. Z\u00e1kazn\u00edci se poprv\u00e9 rozladili v lednu pot\u00e9, co se spole\u010dnost pokusila vyu\u017e\u00edt vyhl\u00e1\u0161en\u00e9 st\u00e1vky newyorsk\u00fdch taxik\u00e1\u0159\u016f. Podle p\u016fvodn\u00edch prohl\u00e1\u0161en\u00ed Uberu cht\u011bla protestuj\u00edc\u00ed podpo\u0159it, p\u0159esto to ud\u011blala po sv\u00e9m. M\u00edsto toho, aby na hodinu zru\u0161ila vyzved\u00e1v\u00e1n\u00ed (na \u010dem\u017e se shodli v\u0161ichni pracovn\u00edci taxislu\u017eby), spole\u010dnost nad\u00e1le p\u0159ij\u00edmala j\u00edzdy. Jedin\u00e9, co ud\u011blali, bylo, \u017ee zastavili n\u00e1razov\u00e9 ceny v okol\u00ed leti\u0161t\u011b, jak tomu bylo p\u016fvodn\u011b.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Lid\u00e9 byli frustrov\u00e1ni snahou spole\u010dnosti Uber na situaci vyd\u011blat. Na Twitteru se okam\u017eit\u011b roz\u0161\u00ed\u0159il hashtag #DeleteUber, tak\u017ee lid\u00e9 za\u010dali aplikaci hromadn\u011b mazat ze sv\u00fdch telefon\u016f.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Z p\u0159\u00edpadu #DeleteUber si tedy m\u016f\u017eeme vz\u00edt jedno dobr\u00e9 ponau\u010den\u00ed. Pokud se chyst\u00e1te podpo\u0159it n\u011bjak\u00e9 hnut\u00ed\/st\u00e1vku\/protest, ujist\u011bte se, \u017ee va\u0161e spole\u010dnost jedn\u00e1 s my\u0161lenkou a nem\u00e1 v \u00famyslu na n\u00ed vyd\u011bl\u00e1vat.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\"><strong><em>Pokud se mimochodem tr\u00e1p\u00edte s dobrou medi\u00e1ln\u00ed PR kampan\u00ed, m\u016f\u017eete se obr\u00e1tit na <\/em><\/strong><a href=\"https:\/\/prnews.io\/\"><strong><em>PRNEWS.IO<\/em><\/strong><\/a><strong><em>agenturu.<\/em><\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>PRNews je prvn\u00ed online obchod s obsahem pro distribuci obsahu zna\u010dek. Pom\u00e1h\u00e1me v\u00e1m zejm\u00e9na sd\u00edlet PR obsah (novinky, tiskov\u00e9 zpr\u00e1vy atd.) v relevantn\u00edch medi\u00e1ln\u00edch kan\u00e1lech. Seznam na\u0161ich medi\u00e1ln\u00edch partner\u016f je \u0161irok\u00fd: od m\u00edstn\u00edch vydavatel\u016f a\u017e po mezin\u00e1rodn\u00ed weby. Krom\u011b toho poskytujeme slu\u017eby copywritingu pro klienty, kte\u0159\u00ed cht\u011bj\u00ed vytv\u00e1\u0159et PR p\u0159\u00edsp\u011bvky spole\u010dn\u011b s profesion\u00e1lem.<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Zalo\u017ete si \u00fa\u010det, vyberte si m\u00e9dium, ode\u0161lete text a po\u010dkejte, a\u017e vyjde publikace!<\/em><\/p>\n<\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Reklama Pepsi &amp; Kendall Jenner<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Pepsi za\u017eila spoustu p\u0159\u00edklad\u016f \u0161patn\u00e9ho PR. Vzpom\u00edn\u00e1te na velk\u00fd ne\u00fasp\u011bch reklamy z roku 1989, v n\u00ed\u017e vystupovala Madonna a jej\u00ed kontroverzn\u00ed p\u00edse\u0148 &#8222;Like a Prayer&#8220;? P\u0159ed n\u011bkolika lety se ob\u011btn\u00edm ber\u00e1nkem reklamy Pepsi stala supermodelka Kendal Kennerov\u00e1.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">P\u0159ed uveden\u00edm t\u00e9to reklamy netu\u0161ila, \u017ee se z n\u00ed vyklube katastrofa. Ve videu mlad\u00ed lid\u00e9 pokojn\u011b protestuj\u00ed na ulici, zat\u00edmco Jennerov\u00e1 m\u00e1 focen\u00ed. Ta se k protestuj\u00edc\u00edm p\u0159id\u00e1 a cel\u00fd dav se vyd\u00e1 p\u0159\u00edmo k policii. Posledn\u00ed sc\u00e9na je, kdy\u017e se s jedn\u00edm z policist\u016f d\u011bl\u00ed o plechovku Pepsi a n\u00e1sleduje radostn\u00fd j\u00e1sot davu.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ameri\u010dan\u00e9 na video reagovali p\u0159ehnan\u011b negativn\u011b. Tvrdili, \u017ee Pepsi vyu\u017e\u00edv\u00e1 protesty &#8211; d\u0159\u00edve pova\u017eovan\u00e9 za velmi d\u016fle\u017eitou sou\u010d\u00e1st historie USA &#8211; jako pozad\u00ed pro marketing sv\u00e9ho v\u00fdrobku. V t\u00e9to dob\u011b u\u017e zem\u011b za\u017eila n\u011bkolik protest\u016f proti rasov\u00e9 nerovnosti a policejn\u00ed krutosti. Lid\u00e9 byli rozho\u0159\u010deni nerealistick\u00fdm obrazem pokojn\u00e9ho protestu s p\u0159\u00e1telsk\u00fdmi policisty.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Spole\u010dnost Pepsi i Kendal Jenner se za reklamu museli ofici\u00e1ln\u011b omluvit. Tento p\u0159\u00edklad ukazuje, jak riskantn\u00ed m\u016f\u017ee b\u00fdt m\u00edchat propagaci produktu s velk\u00fdmi spole\u010densk\u00fdmi t\u00e9maty. Pokud jde o velk\u00e9 spole\u010densk\u00e9 probl\u00e9my, nen\u00ed zde m\u00edsto pro profitov\u00e1n\u00ed.<\/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<h2 class=\"wp-block-heading\"><strong>H&amp;M a mikina &#8222;Opice&#8220;<\/strong> | \u0161patn\u00e9 p\u0159\u00edklady PR<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">V lednu 2018 zve\u0159ejnila spole\u010dnost H&amp;M fotografii \u010derno\u0161sk\u00e9ho d\u00edt\u011bte, kter\u00e9 m\u011blo na sob\u011b mikinu s fintiv\u00fdm n\u00e1zvem &#8222;Nejv\u011bt\u0161\u00ed opice v d\u017eungli&#8220;. Obr\u00e1zek vyvolal na soci\u00e1ln\u00edch s\u00edt\u00edch negativn\u00ed reakci, mnoho u\u017eivatel\u016f vyz\u00fdvalo spole\u010dnost k bojkotu. Spole\u010dnost byla obvin\u011bna z pou\u017e\u00edv\u00e1n\u00ed odkazu na opici v\u016f\u010di \u010dernoch\u016fm. Dokonce i sv\u011btozn\u00e1m\u00fd popul\u00e1rn\u00ed kanadsko-etiopsk\u00fd zp\u011bv\u00e1k The Weeknd, kter\u00fd si d\u0159\u00edve zahr\u00e1l v reklam\u011b H&amp;M, na Twitteru informoval o ukon\u010den\u00ed spolupr\u00e1ce se zna\u010dkou.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">H&amp;M se musela omluvit a sl\u00edbila, \u017ee fotografii odstran\u00ed ze v\u0161ech webov\u00fdch str\u00e1nek a p\u0159estane mikinu prod\u00e1vat v americk\u00fdch obchodech. Nicm\u00e9n\u011b ty kusy, kter\u00e9 byly na sklad\u011b p\u0159ed skute\u010dn\u00fdm odstran\u011bn\u00edm, se okam\u017eit\u011b vyprodaly. Brzy se kontroverzn\u00ed mikina objevila na eBay a dal\u0161\u00edch internetov\u00fdch tr\u017ei\u0161t\u00edch za mnohem vy\u0161\u0161\u00ed cenu.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Z t\u00e9to zna\u010dky si m\u016f\u017eeme odn\u00e9st ponau\u010den\u00ed, \u017ee je t\u0159eba si v\u017edy d\u00e1vat pozor na mo\u017en\u00e9 zn\u00e1mky rasov\u00fdch a etnick\u00fdch ur\u00e1\u017eek. Ve sv\u011bt\u011b, kde je rasov\u00e1 nerovnost vysoce nep\u0159ijateln\u00e1, v\u00e1m m\u016f\u017ee pouh\u00fd jeden nevinn\u00fd obr\u00e1zek z katalogu v\u00fdrobk\u016f zp\u016fsobit roky pozitivn\u00ed pov\u011bsti.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u010c\u00ednsk\u00e1 reklama Dolce &amp; Gabbana<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Dolce &amp;; Gabanna je dal\u0161\u00ed zna\u010dkou hluboce spojenou se \u0161patn\u00fdmi p\u0159\u00edklady PR. Nejhlasit\u011bj\u0161\u00ed skand\u00e1l posledn\u00edch let za\u010dal po zve\u0159ejn\u011bn\u00ed reklamy t\u00e9to zna\u010dky v \u0160anghaji. Ve videu vystupovala \u010d\u00ednsk\u00e1 modelka, kter\u00e1 se pod veden\u00edm mu\u017esk\u00e9ho hlasu mimo obrazovku sna\u017eila j\u00edst italskou pizzu, \u0161pagety a cannoli h\u016flkami. Mnoho lid\u00ed uvedlo, \u017ee video &#8222;hraje na dvoj\u00ed notu&#8220; se zjevn\u00fdm rasistick\u00fdm a sexistick\u00fdm kontextem.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"\/blog\/wp-content\/uploads\/2021\/09\/maxresdefault-1024x576.jpeg\" alt=\"Dolce &amp; Gabbana Chinese Ad Bad PR examples.\" class=\"wp-image-3901\" srcset=\"\/cs\/blog\/wp-content\/uploads\/2021\/09\/maxresdefault-1024x576.jpeg 1024w, \/cs\/blog\/wp-content\/uploads\/2021\/09\/maxresdefault-300x169.jpeg 300w, \/cs\/blog\/wp-content\/uploads\/2021\/09\/maxresdefault-150x84.jpeg 150w, \/cs\/blog\/wp-content\/uploads\/2021\/09\/maxresdefault-768x432.jpeg 768w, \/cs\/blog\/wp-content\/uploads\/2021\/09\/maxresdefault-480x270.jpeg 480w, \/cs\/blog\/wp-content\/uploads\/2021\/09\/maxresdefault.jpeg 1280w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">\u010c\u00ednsk\u00e1 m\u00f3dn\u00ed p\u0159ehl\u00eddka, kter\u00e1 byla v t\u00e9to reklam\u011b inzerov\u00e1na, musela b\u00fdt zru\u0161ena. V reakci na to Stefano ozna\u010dil \u010c\u00ednu za &#8222;ignorantskou \u0161pinavou smradlavou mafii&#8220;, a\u010dkoli, jak pozd\u011bji uvedl, Gabban\u016fv \u00fa\u010det na Instagramu byl hacknut. A\u0165 tak \u010di onak, nejv\u011bt\u0161\u00ed \u010d\u00edn\u0161t\u00ed internetov\u00ed prodejci st\u00e1hli zbo\u017e\u00ed t\u00e9to zna\u010dky z prodeje a video bylo odstran\u011bno ze v\u0161ech kan\u00e1l\u016f.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><p>Tak\u017ee a\u017e pot\u00e9 Dolce a Gabbana zve\u0159ejnili omluvu, ve kter\u00e9 uvedli, \u017ee &#8222;\u010c\u00ednu v\u017edycky velmi milovali a d\u00edky sv\u00fdm \u010detn\u00fdm cest\u00e1m miluj\u00ed \u010d\u00ednskou kulturu je\u0161t\u011b v\u00edc&#8220; <\/p>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">T\u0159i roky pot\u00e9 luxusn\u00ed m\u00f3dn\u00ed zna\u010dka st\u00e1le trp\u00ed n\u00e1sledky kontroverzn\u00ed videoreklamy. \u010c\u00edna byla pro Dolce &amp;; Gabbana obrovsk\u00fdm trhem, tak\u017ee jej\u00ed ztr\u00e1ta se stala finan\u010dn\u00ed katastrofou.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Jedn\u00edm z pou\u010den\u00ed, kter\u00e9 si z t\u00e9to ne\u00fasp\u011b\u0161n\u00e9 kampan\u011b m\u016f\u017eeme vz\u00edt, je pochopen\u00ed a respektov\u00e1n\u00ed kultury zem\u011b, kterou propagujete. Dbejte na to, aby \u017e\u00e1dn\u00e9 va\u0161e kroky a n\u00e1zory spole\u010dnosti n\u011bjak\u00fdm zp\u016fsobem neur\u00e1\u017eely \u017e\u00e1dnou kulturu, n\u00e1rodnost nebo rasu.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Ne\u00fasp\u011b\u0161n\u00e1 uk\u00e1zka vozu Tesla Cybertruck<\/strong> | \u0161patn\u00e9 p\u0159\u00edklady PR<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">V roce 2019 n\u00e1m spole\u010dnost Tesla p\u0159edstavila nov\u00fd nepr\u016fst\u0159eln\u00fd cybertruck. Funkci nepr\u016fst\u0159eln\u00e9ho vozu velmi propagoval a peachoval zakladatel spole\u010dnosti Elon Musk. B\u011bhem \u017eiv\u00e9ho p\u0159edstaven\u00ed v\u0161ak vozidlo 2kr\u00e1t za sebou nepro\u0161lo crash testem. Musk cht\u011bl dok\u00e1zat pevnost a odolnost &#8222;panc\u00e9\u0159ov\u00e9ho skla&#8220;, ale nakonec ho rozbil dv\u011bma kovov\u00fdmi koulemi.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ned\u00e1vno zakladatel spole\u010dnosti celou situaci vysv\u011btlil na Twitteru. P\u0159ed samotn\u00fdm crash testem Franz von Holzhausen &#8211;&nbsp;hlavn\u00ed konstrukt\u00e9r Tesly a partner Elona Muska v p\u0159\u00edm\u00e9m p\u0159enosu &#8211; bouchl do dve\u0159\u00ed kladivem, aby dok\u00e1zal jejich odolnost. To mohlo zp\u016fsobit prasknut\u00ed sklen\u011bn\u00e9ho podstavce a v\u00e9st k velk\u00e9mu rozbit\u00ed kovov\u00fdmi kuli\u010dkami.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Podle mnoha odborn\u00edk\u016f na PR m\u016f\u017ee b\u00fdt uk\u00e1zka kybernetick\u00e9 dr\u00e1hy Tesla PR trikem, kter\u00fd m\u00e1 zv\u00fd\u0161it pozornost m\u00e9di\u00ed k nov\u00e9mu v\u00fdrobku. A\u0165 tak \u010di onak, akcie spole\u010dnosti Tesla po t\u00e9to akci skute\u010dn\u011b klesly o v\u00edce ne\u017e 6 %. Pou\u010den\u00ed z p\u0159\u00edpadu kybernetick\u00e9 dr\u00e1hy Tesla je dobr\u00fdm p\u0159\u00edkladem toho, jak je d\u016fle\u017eit\u00e9 sv\u016fj produkt p\u0159ed vychvalov\u00e1n\u00edm jeho funk\u010dnosti n\u011bkolikr\u00e1t otestovat.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Snadn\u00fd trysk\u00e1\u010d &amp; rozbit\u00e1 sedadla<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Z p\u0159edchoz\u00edch p\u0159\u00edklad\u016f \u0161patn\u00e9ho PR m\u016f\u017eeme vyzdvihnout s\u00edlu Twitteru a to, jak ni\u010div\u00fd m\u016f\u017ee b\u00fdt pro pov\u011bst velk\u00fdch zna\u010dek. Spole\u010dnost Easy Jet nebyla v\u00fdjimkou. V roce 2019 zve\u0159ejnil cestuj\u00edc\u00ed leteck\u00e9 spole\u010dnosti fotografii star\u0161\u00ed \u017eeny sed\u00edc\u00ed na sedadle bez op\u011bradla v letadle spole\u010dnosti Easy Jet. Ozna\u010den\u00edm spole\u010dnosti cht\u011bl Mathew Harris (jm\u00e9no cestuj\u00edc\u00edho) na probl\u00e9m upozornit.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Tweet si z\u00edskal pozornost novin\u00e1\u0159\u016f, kte\u0159\u00ed \u017e\u00e1dali podrobnosti, a pot\u00e9 n\u00e1sledovala nejednozna\u010dn\u00e1 odpov\u011b\u010f z ofici\u00e1ln\u00edho \u00fa\u010dtu spole\u010dnosti EasyJet. Spole\u010dnost po\u017e\u00e1dala o sta\u017een\u00ed tweetu a projedn\u00e1n\u00ed probl\u00e9mu na soukrom\u00e9 b\u00e1zi, co\u017e vyvolalo je\u0161t\u011b v\u011bt\u0161\u00ed ohlas na internetu. Pozd\u011bji z\u00e1stupce spole\u010dnosti uvedl, \u017ee nikdo z cestuj\u00edc\u00edch nesm\u011bl sed\u011bt na sedadlech bez op\u011bradel. &#8222;Bezpe\u010dnost je na\u0161\u00ed nejvy\u0161\u0161\u00ed prioritou, spole\u010dnost EasyJet provozuje sv\u00e1 letadla v souladu se v\u0161emi bezpe\u010dnostn\u00edmi pravidly.&#8220;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">O\u010dividn\u011b velkou odezvu za p\u0159\u00edpadem spole\u010dnosti Easy Jet nem\u011bla samotn\u00e1 sedadla s op\u011bradly. Ze stejn\u00e9ho probl\u00e9mu byly obvin\u011bny i n\u011bkter\u00e9 konkuren\u010dn\u00ed leteck\u00e9 spole\u010dnosti, \u017e\u00e1dn\u00e1 z nich v\u0161ak z t\u00e9to situace nevy\u0161la s tak velk\u00fdm skand\u00e1lem, jako je tento. \u017d\u00e1dost o odstran\u011bn\u00ed sn\u00edmku vyvol\u00e1v\u00e1 v z\u00e1kazn\u00edc\u00edch dojem, jako by m\u011bli co skr\u00fdvat p\u0159ed zraky ve\u0159ejnosti.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Tady je tedy posledn\u00ed pou\u010den\u00ed, kter\u00e9 si z tohoto p\u0159\u00edpadu m\u016f\u017eeme vz\u00edt. Transparentnost v\u016f\u010di z\u00e1kazn\u00edk\u016fm je jednou z nejv\u00fdznamn\u011bj\u0161\u00edch sou\u010d\u00e1st\u00ed identity va\u0161\u00ed zna\u010dky. Nam\u00edsto dokazov\u00e1n\u00ed se nau\u010dte p\u0159ij\u00edmat chyby a omlouvat se za ne\u00fasp\u011bchy.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">P\u0159\u00edklady \u0161patn\u00e9ho PR od odborn\u00edk\u016f z oboru<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Sam Wilson, spoluzakladatel <a href=\"https:\/\/virtalent.com\/\" target=\"_blank\" rel=\"noopener nofollow\" title=\"\">Virtalent<\/a><\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pro m\u011b byla jednou z nejhor\u0161\u00edch PR a marketingov\u00fdch kampan\u00ed posledn\u00edch n\u011bkolika let kampa\u0148 spole\u010dnosti Pepsi po boku Kendall Jenner. Tato kampa\u0148 byla tak mimo spole\u010dnost a hrub\u011b nerespektovala tolik z\u00e1va\u017en\u00fdch spole\u010densk\u00fdch probl\u00e9m\u016f, \u017ee vrhla tak negativn\u00ed sv\u011btlo na zna\u010dku i na lidi, kte\u0159\u00ed v reklam\u011b vystupovali.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Kampa\u0148 byla kr\u00e1tce po sv\u00e9m zve\u0159ejn\u011bn\u00ed sta\u017eena pot\u00e9, co se po jej\u00edm rozs\u00e1hl\u00e9m zve\u0159ejn\u011bn\u00ed zvedl obrovsk\u00fd odpor.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pro\u010d byla tato kampa\u0148 \u0161patn\u00e1? Uk\u00e1zala v\u00e1\u017en\u00fd rozkol mezi zna\u010dkou a okoln\u00edm sv\u011btem a sna\u017eila se zjednodu\u0161it velk\u00e9 a z\u00e1va\u017en\u00e9 probl\u00e9my, kter\u00fdm mus\u00edme v\u0161ichni spole\u010dn\u011b \u010delit.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><a href=\"https:\/\/emoneypeeps.com\/blog\/\" target=\"_blank\" rel=\"noopener nofollow\" title=\"\">Jon Weberg<\/a>, americk\u00fd podnikatel, poradce pro 1% r\u016fst, &amp; obchodn\u00ed mistr<\/strong><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"alignleft size-full is-resized\"><img decoding=\"async\" width=\"800\" height=\"800\" src=\"\/blog\/wp-content\/uploads\/2022\/11\/JonWebergHeadshot.jpg\" alt=\"americk\u00fd podnikatel, 1% poradce pro r\u016fst, &amp; mistr podnik\u00e1n\u00ed\" class=\"wp-image-8187\" style=\"width:197px;height:197px\" srcset=\"\/cs\/blog\/wp-content\/uploads\/2022\/11\/JonWebergHeadshot.jpg 800w, \/cs\/blog\/wp-content\/uploads\/2022\/11\/JonWebergHeadshot-300x300.jpg 300w, \/cs\/blog\/wp-content\/uploads\/2022\/11\/JonWebergHeadshot-150x150.jpg 150w, \/cs\/blog\/wp-content\/uploads\/2022\/11\/JonWebergHeadshot-768x768.jpg 768w, \/cs\/blog\/wp-content\/uploads\/2022\/11\/JonWebergHeadshot-480x480.jpg 480w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\"><p>PR je zaj\u00edmav\u00e9 odv\u011btv\u00ed. M\u016f\u017ee pomoci definovat image va\u0161\u00ed zna\u010dky bu\u010f v negativn\u00edm, nebo pozitivn\u00edm sv\u011btle. M\u00edt dobr\u00e9 PR je samoz\u0159ejm\u011b v\u017edy p\u0159\u00ednosn\u00e9. Ale v p\u0159\u00edpad\u011b, \u017ee zjist\u00edte \u0161patn\u00e9 PR, kter\u00e9 zkresluje va\u0161i image, je nejlep\u0161\u00ed m\u00edt zp\u016fsob, jak na zm\u00edn\u011bn\u00e9 &#8222;\u0161patn\u00e9 PR&#8220; reagovat <\/p>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pod\u00edvejte se, jak se Elon Musk vypo\u0159\u00e1d\u00e1v\u00e1 s nejr\u016fzn\u011bj\u0161\u00edmi PR, kter\u00e9 se na n\u011bj val\u00ed. Bez ohledu na to, co si o n\u011bm mysl\u00edte, se sna\u017e\u00ed negativn\u00ed PR \u0159e\u0161it vtipn\u011b a z\u00e1bavn\u011b. P\u0159itom si samoz\u0159ejm\u011b v\u00e1\u017e\u00ed dobr\u00e9ho PR a bere ho za sv\u00e9. Reakc\u00ed na public relations m\u016f\u017eete ovlivnit, jak ovlivn\u00ed va\u0161i zna\u010dku.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Max Shak&nbsp;z&nbsp;<a href=\"http:\/\/survivalgearshack.com\/\" target=\"_blank\" rel=\"noopener nofollow\" title=\"\">SurvivalGearShack.com<\/a><\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u0160patn\u00e9&nbsp;PR:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>&#8222;Ahoj, vid\u011bl jsi m\u016fj e-mail?&#8220; a &#8222;Kdy m\u016f\u017eeme o\u010dek\u00e1vat publikaci?&#8220; jsou standardn\u00ed n\u00e1sledn\u00e9 dotazy. Uff. Co t\u0159eba nikdy?<\/li>\n\n\n\n<li>AVE. Existuj\u00ed slo\u017eit\u011bj\u0161\u00ed zp\u016fsoby m\u011b\u0159en\u00ed \u00fa\u010dinnosti&nbsp;PR&nbsp;aktivit (social listening, FTW)<\/li>.\n\n\n\n<li>Dlouh\u00e1, nudn\u00e1 tiskov\u00e1 konference. Mus\u00edme naj\u00edt lep\u0161\u00ed zp\u016fsob, jak upoutat pozornost novin\u00e1\u0159\u016f a informovat o na\u0161ich novink\u00e1ch.<\/li>\n\n\n\n<li>Prov\u00e1d\u011bn\u00ed jednosm\u011brn\u00e9 komunikace. Existuj\u00ed soci\u00e1ln\u00ed m\u00e9dia a cel\u00fd webov\u00fd sv\u011bt, kter\u00fd n\u00e1m umo\u017e\u0148uje v\u00e9st dialog s na\u0161\u00ed komunitou, abychom se dozv\u011bd\u011bli, co si mysl\u00ed, co pot\u0159ebuje a co hled\u00e1.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Erik (Huy) Pham, gener\u00e1ln\u00ed \u0159editel <a href=\"https:\/\/www.healthcanal.net\/\" target=\"_blank\" rel=\"noopener nofollow\" title=\"\">HealthCanal.com<\/a><\/strong><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"alignleft size-full is-resized\"><img decoding=\"async\" width=\"667\" height=\"667\" src=\"\/blog\/wp-content\/uploads\/2022\/11\/Erik-Pham.jpg\" alt=\"\" class=\"wp-image-8232\" style=\"width:201px;height:201px\" srcset=\"\/cs\/blog\/wp-content\/uploads\/2022\/11\/Erik-Pham.jpg 667w, \/cs\/blog\/wp-content\/uploads\/2022\/11\/Erik-Pham-300x300.jpg 300w, \/cs\/blog\/wp-content\/uploads\/2022\/11\/Erik-Pham-150x150.jpg 150w, \/cs\/blog\/wp-content\/uploads\/2022\/11\/Erik-Pham-480x480.jpg 480w\" sizes=\"(max-width: 667px) 100vw, 667px\" \/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\">\u0160patn\u00e9 PR m\u016f\u017ee m\u00edt obrovsk\u00fd negativn\u00ed dopad na pov\u011bst spole\u010dnosti. \u0160patn\u011b zvl\u00e1dnut\u00e9 krize nebo p\u0159e\u0161lapy mohou v\u00e9st ke kritice ze strany zainteresovan\u00fdch stran, z\u00e1kazn\u00edk\u016f a dokonce i zam\u011bstnanc\u016f. Pokud nen\u00ed \u0161patn\u00e9 PR \u0159e\u0161eno rychle a profesion\u00e1ln\u011b, m\u016f\u017ee m\u00edt dlouhodob\u00fd dopad na pov\u011bst spole\u010dnosti, co\u017e m\u016f\u017ee m\u00edt v\u00e1\u017en\u00e9 finan\u010dn\u00ed d\u016fsledky. Jedn\u00edm z nejv\u00fdznamn\u011bj\u0161\u00edch p\u0159\u00edklad\u016f \u0161patn\u00e9ho PR v roce 2022 bylo, kdy\u017e velk\u00e1 streamovac\u00ed slu\u017eba smazala ze sv\u00fdch str\u00e1nek tis\u00edce u\u017eivatelsk\u00fdch recenz\u00ed bez vysv\u011btlen\u00ed nebo ozn\u00e1men\u00ed z\u00e1kazn\u00edk\u016fm. Z\u00e1kazn\u00edci se c\u00edtili zrazeni a rozho\u0159\u010deni, co\u017e vedlo k obrovsk\u00e9mu odporu proti spole\u010dnosti, kter\u00fd se rychle roz\u0161\u00ed\u0159il po soci\u00e1ln\u00edch m\u00e9di\u00edch. Vzhledem k tomu, \u017ee spot\u0159ebitel\u00e9 vyjad\u0159ovali svou nespokojenost a hrozili, \u017ee slu\u017ebu opust\u00ed, spole\u010dnost nakonec zve\u0159ejnila omluvu a sl\u00edbila, \u017ee podnikne kroky k \u0159e\u0161en\u00ed obav z\u00e1kazn\u00edk\u016f. Incident v\u0161ak ji\u017e zna\u010dn\u011b po\u0161kodil jej\u00ed pov\u011bst a donutil ji prov\u00e9st z\u00e1va\u017en\u00e9 zm\u011bny, aby obnovila d\u016fv\u011bru z\u00e1kazn\u00edk\u016f.<\/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\"><strong>PR krize nen\u00ed rozsudek!<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">U\u010den\u00ed se z chyb druh\u00fdch v\u00e1m pom\u016f\u017ee sn\u00ed\u017eit pravd\u011bpodobnost PR katastrofy. Ale i kdy\u017e k n\u00ed dojde, v\u017edy existuje cesta ven. Jakmile zjist\u00edte povahu konfliktu, pom\u016f\u017ee v\u00e1m to vypracovat mo\u017en\u00e1 \u0159e\u0161en\u00ed s co nejmen\u0161\u00edmi \u0161kodami pro va\u0161i firmu.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u0160patn\u00e9 p\u0159\u00edklady PR. Jedna chyba v PR m\u016f\u017ee v\u00e1\u017en\u011b po\u0161kodit pov\u011bst spole\u010dnosti. I ty nej\u00fasp\u011b\u0161n\u011bj\u0161\u00ed sv\u011btov\u00e9 zna\u010dky to mohou pokazit tak, \u017ee jim PR kauza zp\u016fsob\u00ed milionov\u00e9 \u0161kody. Je samoz\u0159ejm\u00e9, \u017ee&nbsp;\u0161patn\u00e9&nbsp;PR&nbsp;je v podstat\u011b d\u011bl\u00e1n\u00ed p\u0159esn\u00e9ho opaku toho, \u010d\u00edm&nbsp;PR&nbsp;m\u00e1 b\u00fdt. Sv\u011bd\u010d\u00ed to o tom, \u017ee marketingov\u00e1 strategie spole\u010dnosti postr\u00e1d\u00e1 pl\u00e1n, postup, strategii nebo c\u00edl. Domn\u00edv\u00e1m se, \u017ee n\u00ed\u017ee jsou uvedeny n\u011bkter\u00e9 velmi typick\u00e9 probl\u00e9my, kter\u00e9 jsou d\u016fsledkem \u0161patn\u00e9ho&nbsp;PR: Tiskov\u00e9 zpr\u00e1vy, kter\u00e9 jsou \u0161patn\u011b napsan\u00e9: C\u00edlem tiskov\u00e9 zpr\u00e1vy je rychle vyj\u00e1d\u0159it my\u0161lenku, kterou se sna\u017e\u00edte sd\u011blit, a z\u00e1rove\u0148 poskytnout informace o ud\u00e1losti nebo \u010dinnosti. Tiskov\u00e9 zpr\u00e1vy mohou b\u00fdt p\u0159ehl\u00e9dnuty a ignorov\u00e1ny z<\/p>\n","protected":false},"author":14,"featured_media":3898,"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-3897","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\/3897","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=3897"}],"version-history":[{"count":21,"href":"\/cs\/blog\/wp-json\/wp\/v2\/posts\/3897\/revisions"}],"predecessor-version":[{"id":12004,"href":"\/cs\/blog\/wp-json\/wp\/v2\/posts\/3897\/revisions\/12004"}],"wp:featuredmedia":[{"embeddable":true,"href":"\/cs\/blog\/wp-json\/wp\/v2\/media\/3898"}],"wp:attachment":[{"href":"\/cs\/blog\/wp-json\/wp\/v2\/media?parent=3897"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"\/cs\/blog\/wp-json\/wp\/v2\/categories?post=3897"},{"taxonomy":"post_tag","embeddable":true,"href":"\/cs\/blog\/wp-json\/wp\/v2\/tags?post=3897"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}