{"id":4133,"date":"2021-11-16T09:00:00","date_gmt":"2021-11-16T07:00:00","guid":{"rendered":"\/blog\/?p=4133"},"modified":"2023-03-21T05:44:57","modified_gmt":"2023-03-21T03:44:57","slug":"co-dela-pr-agentura","status":"publish","type":"post","link":"\/cs\/blog\/co-dela-pr-agentura.html","title":{"rendered":"Co d\u011bl\u00e1 PR agentura?"},"content":{"rendered":"\n\n\n<p class=\"wp-block-paragraph\"><strong>Co d\u011bl\u00e1 PR agentura?<\/strong> Public relations jako celek je \u010dasto myln\u011b interpretov\u00e1no a op\u0159edeno r\u016fzn\u00fdmi m\u00fdty. Mnoho lid\u00ed podl\u00e9h\u00e1 p\u0159edstav\u011b, \u017ee hlavn\u00edm \u00fakolem publicistiky je spravovat negativn\u00ed recenze a obracet v\u011bci tak, aby jejich z\u00e1kazn\u00edci vypadali dob\u0159e, nebo chr\u00e1nit pov\u011bst sv\u00fdch klient\u016f, i kdy\u017e je to klamn\u00e9. Kv\u016fli t\u00e9to myln\u00e9 p\u0159edstav\u011b, kdy\u017e n\u011bkomu \u0159eknete, \u017ee pracujete v PR, mnoz\u00ed budou p\u0159edpokl\u00e1dat, \u017ee se \u017eiv\u00edte lhan\u00edm, jen proto, \u017ee nev\u011bd\u00ed, co d\u011bl\u00e1 <a href=\"https:\/\/prnews.io\/blog\/tag\/agencies\">PR agentura<\/a>.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">P\u0159esto\u017ee zpracov\u00e1n\u00ed \u0161patn\u00fdch tiskov\u00fdch zpr\u00e1v rozhodn\u011b pat\u0159\u00ed k povinnostem PR, \u017e\u00e1dn\u00e1 d\u016fv\u011bryhodn\u00e1 PR agentura nebude sd\u00edlet nepravdiv\u00e9 p\u0159\u00edb\u011bhy. Bohu\u017eel se v PR bran\u017ei najdou lid\u00e9, kte\u0159\u00ed se na tom pod\u00edlej\u00ed a zaji\u0161\u0165uj\u00ed tak zbytku PR agentur \u0161patnou pov\u011bst. Jde o situaci, kdy &#8222;PR stereotyp&#8220; uvedeme na pravou m\u00edru, a proto se poj\u010fme hloub\u011bji pod\u00edvat na to, co d\u011bl\u00e1 PR agentura.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Nezapome\u0148te v\u0161ak, \u017ee odborn\u00edci na PR mohou va\u0161emu podnik\u00e1n\u00ed velmi pomoci, ale m\u011bli byste v\u011bd\u011bt, \u017ee n\u011bkdy m\u016f\u017eete \u010d\u00e1st PR pr\u00e1ce ud\u011blat sami. Pokud je v\u00e1\u0161 projekt na za\u010d\u00e1tku a v\u00e1\u0161 rozpo\u010det je omezen\u00fd, m\u016f\u017eete si n\u011bkter\u00e9 d\u016fle\u017eit\u00e9 PR aktivity ud\u011blat sami pomoc\u00ed slu\u017eby <a href=\"https:\/\/prnews.io\/\">PRNEWS.IO<\/a>. Jedn\u00e1 se o platformu, kter\u00e1 ji\u017e disponuje v\u00fdznamn\u00fdm seznamem medi\u00e1ln\u00edch kontakt\u016f pro tvorbu, publikov\u00e1n\u00ed a distribuci tiskov\u00fdch zpr\u00e1v a dal\u0161\u00edho obsahu, tak d\u016fle\u017eit\u00e9ho pro v\u0161echny zna\u010dky, aby se p\u0159edstavily a upoutaly pozornost potenci\u00e1ln\u00edch z\u00e1kazn\u00edk\u016f. Jejich slu\u017eba je cenov\u011b dostupn\u00e1 pro ka\u017edou firmu a vy si m\u016f\u017eete spravovat seznam publikac\u00ed a vybrat si ty nejlep\u0161\u00ed pro v\u00e1s.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Co je to PR?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">PR, co\u017e je zkratka pro public relations, ozna\u010duje pr\u00e1ci firem, organizac\u00ed nebo jednotlivc\u016f v oblasti vztah\u016f s ve\u0159ejnost\u00ed. V tomto kontextu je PR sou\u010d\u00e1st\u00ed intern\u00ed a extern\u00ed komunikace, kter\u00e1 by m\u011bla b\u00fdt co nejpozitivn\u011bj\u0161\u00ed a nejefektivn\u011bj\u0161\u00ed.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Public relations je p\u0159esn\u011b to, co dobr\u00e1 PR agentura posiluje: vztahy s ve\u0159ejnost\u00ed mezi c\u00edlovou skupinou a sv\u00fdmi klienty. Public relations se d\u011bl\u00ed na r\u016fzn\u00e9 typy. Pat\u0159\u00ed mezi n\u011b nap\u0159\u00edklad:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/prnews.io\/blog\/online-brand-monitoring.html\">Monitorov\u00e1n\u00ed m\u00e9di\u00ed<\/a><\/li>\n\n\n\n<li>Vztahy s m\u00e9dii<\/li>\n\n\n\n<li><a href=\"https:\/\/prnews.io\/blog\/how-online-marketers-can-leverage-pr.html\">Online PR<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/prnews.io\/blog\/how-micro-influencers-help-brands-do-better-marketing.html\">Influencer Relations<\/a><\/li>\n\n\n\n<li>Vztahy s blogery<\/li>\n\n\n\n<li>Vztahy s lidmi<\/li>\n\n\n\n<li>Prodejn\u00ed PR<\/li>\n\n\n\n<li><a href=\"https:\/\/prnews.io\/blog\/pr-crisis-management-guide.html\">Krizov\u00e9 PR<\/a><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">PR se od marketingu li\u0161\u00ed t\u00edm, \u017ee se nezam\u011b\u0159uje pouze na firmy a \u017eivnostn\u00edky, ale je otev\u0159en\u00e1 a d\u016fle\u017eit\u00e1 i pro nekomer\u010dn\u00ed skupiny, jako jsou org\u00e1ny ve\u0159ejn\u00e9 spr\u00e1vy, politick\u00e9 strany a mnoho dal\u0161\u00edch skupin. Slu\u017eby profesion\u00e1ln\u00edch PR agentur aktivn\u011b vyu\u017e\u00edvaj\u00ed vl\u00e1dn\u00ed organizace k vytv\u00e1\u0159en\u00ed pozitivn\u00edho obrazu v mezin\u00e1rodn\u00edch vztaz\u00edch a na podporu vlastn\u00edho hospoda\u0159en\u00ed<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Zaj\u00edmav\u00e1 fakta:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>V USA se ro\u010dn\u011b vy\u010dle\u0148uje na st\u00e1tn\u00ed marketing a PR ze st\u00e1tn\u00edho rozpo\u010dtu asi 2 miliardy dolar\u016f;<\/li>\n\n\n\n<li>V jednom rozhovoru v roce 1991 Edward Bernays \u0159ekl: &#8222;Kdy\u017e jsem se vr\u00e1til do Ameriky, uv\u011bdomil jsem si, \u017ee pokud lze propagandu pou\u017e\u00edt pro v\u00e1lku, pak ji samoz\u0159ejm\u011b lze pou\u017e\u00edt i pro m\u00edr. Ale propaganda se stala \u0161patn\u00fdm slovem, proto\u017ee ji N\u011bmci hodn\u011b pou\u017e\u00edvali. A tak jsem se sna\u017eil naj\u00edt jin\u00e1 slova, a tak jsme p\u0159i\u0161li na term\u00edn poradce pro styk s ve\u0159ejnost\u00ed.&#8220;<\/li>\n\n\n\n<li>V roce 2007 v\u011bnovala rusk\u00e1 vl\u00e1da asi 2 miliony dolar\u016f americk\u00e9 PR spole\u010dnosti Ketchum na propagaci Ruska jako p\u0159edsedaj\u00edc\u00ed zem\u011b skupiny G8.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Co je to PR agentura? <\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">PR agentury jsou spole\u010dnosti poskytuj\u00edc\u00ed slu\u017eby v oblasti Public Relations, kter\u00e9 se zab\u00fdvaj\u00ed mana\u017eerskou \u010dinnost\u00ed zam\u011b\u0159enou na vytv\u00e1\u0159en\u00ed vz\u00e1jemn\u011b v\u00fdhodn\u00fdch, harmonick\u00fdch vztah\u016f mezi firmou a ve\u0159ejnost\u00ed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Agentura PR je nez\u00e1visl\u00e1 pr\u00e1vnick\u00e1 organizace, kter\u00e1 nab\u00edz\u00ed profesion\u00e1ln\u00ed asisten\u010dn\u00ed slu\u017eby, strategie p\u0159i \u0159e\u0161en\u00ed ur\u010dit\u00fdch mana\u017eersk\u00fdch \u00fakol\u016f na komer\u010dn\u00ed b\u00e1zi.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Agentura pro styk s ve\u0159ejnost\u00ed je profesion\u00e1ln\u00ed spole\u010dnost, kter\u00e1 je zpravidla po\u017e\u00e1d\u00e1na, aby jm\u00e9nem sv\u00e9ho klienta vym\u00fd\u0161lela, vytv\u00e1\u0159ela a \u0159\u00eddila sd\u011blen\u00ed ur\u010den\u00e1 ve\u0159ejnosti prost\u0159ednictv\u00edm m\u00e9di\u00ed. Jej\u00edm z\u00e1m\u011brem je zm\u011bnit jedn\u00e1n\u00ed ve\u0159ejnosti ovlivn\u011bn\u00edm jej\u00edch n\u00e1zor\u016f.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Agentura PR zaji\u0161\u0165uje vhodn\u00e9 komunika\u010dn\u00ed strategie pro mnoho zainteresovan\u00fdch stran.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Mezi n\u011b pat\u0159\u00ed:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Klienti<\/li>\n\n\n\n<li>Zam\u011bstnanci<\/li>\n\n\n\n<li>Akcion\u00e1\u0159i<\/li>\n\n\n\n<li>Obchodn\u00ed partne\u0159i<\/li>\n\n\n\n<li>&#8230;a mnoho dal\u0161\u00edho<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Ka\u017ed\u00e1 dobr\u00e1 PR agentura vytvo\u0159\u00ed pro sv\u00e9ho z\u00e1kazn\u00edka pozitivn\u00ed identitu. To je velmi d\u016fle\u017eit\u00fd krok, od kter\u00e9ho je t\u0159eba za\u010d\u00edt. Nem\u00e9n\u011b d\u016fle\u017eit\u00e9 je udr\u017eov\u00e1n\u00ed vztah\u016f, kter\u00e9 jsou pro z\u00e1kazn\u00edka PR agentury nesm\u00edrn\u011b u\u017eite\u010dn\u00e9. Krom\u011b toho m\u00e1 PR agentura za \u00fakol sd\u011blovat hlavn\u00ed sd\u011blen\u00ed zna\u010dky, resp. instituce okoln\u00edmu sv\u011btu, a t\u00edm posilovat pozitivn\u00ed pov\u011bst.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Agentura pro vztahy s ve\u0159ejnost\u00ed bude:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>P\u0159edv\u00eddat, analyzovat a monitorovat ve\u0159ejn\u00e9 m\u00edn\u011bn\u00ed, spolu s jak\u00fdmikoliv probl\u00e9my, pohledy nebo postoji, kter\u00e9 mohou m\u00edt dopad &#8211; dobr\u00fd nebo \u0161patn\u00fd &#8211; na samotnou spole\u010dnost.<\/li>\n\n\n\n<li>Podporovat vztahy nap\u0159\u00ed\u010d v\u0161emi \u00farovn\u011bmi \u0159\u00edzen\u00ed ve spole\u010dnosti s c\u00edlem vytvo\u0159it otev\u0159en\u00e9 komunika\u010dn\u00ed linky t\u00fdkaj\u00edc\u00ed se rozhodov\u00e1n\u00ed a zp\u016fsob\u016f jedn\u00e1n\u00ed<\/li>.\n\n\n\n<li>Spolupracovat s organizacemi na dosa\u017een\u00ed informovan\u00e9ho porozum\u011bn\u00ed ve\u0159ejnosti, kter\u00e9 je kl\u00ed\u010dov\u00e9 pro \u00fasp\u011bch stanoven\u00fdch c\u00edl\u016f zna\u010dky.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Co dal\u0161\u00edho poskytuje PR spole\u010dnost:<\/h3>\n\n\n\n<h4 class=\"wp-block-heading\">Zpr\u00e1vy &amp; Um\u00edst\u011bn\u00ed<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">M\u00edt jasn\u011b stanovenou zna\u010dku spolu s reprezentac\u00ed hodnot a posl\u00e1n\u00ed spole\u010dnosti nebylo nikdy d\u016fle\u017eit\u011bj\u0161\u00ed. V\u00fdzkumy ukazuj\u00ed, \u017ee v\u011brnost zna\u010dce hraje velkou roli v tom, jak lid\u00e9 utr\u00e1cej\u00ed sv\u00e9 pen\u00edze. Podskupina pr\u00e1ce v oblasti firemn\u00ed komunikace zahrnuje v\u00fdvoj, dokumentaci a distribuci firemn\u00edch sd\u011blen\u00ed. Tento proces je velmi d\u016fle\u017eit\u00fd pro budov\u00e1n\u00ed siln\u00fdch zna\u010dek s konzistentn\u00edm sd\u011blen\u00edm. Pom\u011brn\u011b b\u011b\u017en\u00e9 je naj\u00edm\u00e1n\u00ed specializovan\u00fdch agentur na projektov\u00e9 b\u00e1zi, aby pomohly s konkr\u00e9tn\u00edm repositioningem nebo pr\u016fzkumem trhu.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">V\u00fdd\u011ble\u010dn\u00e1 \u010dinnost v oblasti m\u00e9di\u00ed &amp; Media Relations<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Hlavn\u00edm \u00fakolem PR agentury je p\u0159ev\u00e9st to, co chce jej\u00ed z\u00e1kazn\u00edk propagovat, do pozitivn\u00edch, zpravodajsky hodnotn\u00fdch p\u0159\u00edb\u011bh\u016f. Agentura m\u016f\u017ee propagovat produkty a\/nebo odborn\u00edky t\u00edm, \u017ee zajist\u00ed report\u00e1\u017ee v televizi, rozhlase, \u010dasopisech, publikac\u00edch a na internetu. T\u00edm se li\u0161\u00ed od placen\u00e9 reklamy, proto\u017ee zpravodajstv\u00ed je bezplatn\u00e9 a p\u00ed\u0161e ho novin\u00e1\u0159, na rozd\u00edl od samotn\u00e9ho z\u00e1kazn\u00edka. Pr\u00e1ce PR agentury v medi\u00e1ln\u00ed sf\u00e9\u0159e m\u016f\u017ee zahrnovat psan\u00ed tiskov\u00fdch zpr\u00e1v a pitch\u016f, pl\u00e1nov\u00e1n\u00ed akc\u00ed, tvorbu projev\u016f a navazov\u00e1n\u00ed kontakt\u016f.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">PR mana\u017ee\u0159i vytv\u00e1\u0159ej\u00ed promy\u0161len\u00e9, daty podlo\u017een\u00e9 h\u0159i\u0161t\u011b, komunikuj\u00ed s novin\u00e1\u0159i, vedou seznamy relevantn\u00edch m\u00e9di\u00ed. Odborn\u00edci na PR mezit\u00edm neust\u00e1le zvy\u0161uj\u00ed dosah a dopad sv\u00fdch z\u00edskan\u00fdch m\u00e9di\u00ed.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Medi\u00e1ln\u00ed \u0161kolen\u00ed<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">PR mana\u017ee\u0159i pom\u00e1haj\u00ed tiskov\u00fdm mluv\u010d\u00edm poskytovat rozhovory na t\u00e9mata souvisej\u00edc\u00ed s jejich slu\u017ebou nebo produktem, aby se o nich psalo v m\u00e9di\u00edch. Aby byl \u0159e\u010dn\u00edk jasn\u00fd, stru\u010dn\u00fd, p\u0159esv\u011bd\u010div\u00fd a p\u0159edal sv\u00e9 sd\u011blen\u00ed, m\u016f\u017ee mu PR agentura poskytnout odpov\u00eddaj\u00edc\u00ed medi\u00e1ln\u00ed \u0161kolen\u00ed. Medi\u00e1ln\u00ed tr\u00e9nink m\u016f\u017ee zahrnovat zlep\u0161en\u00ed schopnost\u00ed a sebed\u016fv\u011bry klienta p\u0159i ve\u0159ejn\u00e9m vystupov\u00e1n\u00ed, pou\u010den\u00ed o \u0159e\u010di t\u011bla a t\u00f3nu hlasu a vytvo\u0159en\u00ed a procvi\u010den\u00ed odpov\u011bd\u00ed na obt\u00ed\u017en\u00e9 ot\u00e1zky.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">PR spole\u010dnosti mohou tak\u00e9 pomoci mana\u017eer\u016fm na \u00farovni C vybudovat si pov\u011bst my\u0161lenkov\u00fdch v\u016fdc\u016f a odborn\u00edk\u016f ve sv\u00e9m oboru. K tomu jim slou\u017e\u00ed kombinace medi\u00e1ln\u00edch \u0161kolen\u00ed, vztah\u016f s m\u00e9dii a budov\u00e1n\u00ed digit\u00e1ln\u00edho profilu. PR spole\u010dnosti \u010dasto poskytuj\u00ed vrcholov\u00fdm mana\u017eer\u016fm pravideln\u00e9 konzultace o komunika\u010dn\u00edch z\u00e1le\u017eitostech, kter\u00e9 mohou ovlivnit celkov\u00fd v\u00fdkon.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Vlastn\u00ed m\u00e9dia a strategie obsahu<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Vlastn\u00ed m\u00e9dia zahrnuj\u00ed publikov\u00e1n\u00ed obsahu ve zdroj\u00edch vlastn\u011bn\u00fdch zna\u010dkou, jako je blog zam\u011b\u0159en\u00fd na z\u00e1kazn\u00edky, e-mailov\u00e9 kampan\u011b nebo profily na soci\u00e1ln\u00edch s\u00edt\u00edch. <a href=\"https:\/\/prnews.io\/blog\/how-to-craft-a-pr-manager-job-description.html\">PR mana\u017ee\u0159i<\/a> budou muset bu\u010f sami vytv\u00e1\u0159et obsah, nebo pom\u00e1hat \u0159\u00eddit strategie s t\u00fdmem copywriter\u016f, redaktor\u016f a hostuj\u00edc\u00edch autor\u016f blog\u016f. Mohou b\u00fdt tak\u00e9 zodpov\u011bdn\u00ed za pr\u00e1ci s p\u0159\u00edpadn\u00fdmi extern\u00edmi tv\u016frci obsahu.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Digit\u00e1ln\u00ed komunikace<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Reputaci va\u0161\u00ed zna\u010dky bude budovat PR agentura &#8211; prost\u0159ednictv\u00edm mnoha komunika\u010dn\u00edch n\u00e1stroj\u016f. M\u016f\u017ee se jednat o zapojen\u00ed influencer\u016f, z\u00edskan\u00e1 m\u00e9dia (nap\u0159. \u010dl\u00e1nky a recenze), placen\u00e1 m\u00e9dia (nap\u0159. inzer\u00e1ty a sponzorovan\u00e9 \u010dl\u00e1nky) a dal\u0161\u00ed platformy. N\u011bkter\u00e9 PR agentury mohou tak\u00e9 spravovat soci\u00e1ln\u00ed m\u00e9dia a dal\u0161\u00ed slu\u017eby digit\u00e1ln\u00edho marketingu, jako je PPC, SEO, e-mailov\u00fd marketing apod. PR agentury monitoruj\u00ed online p\u0159\u00edtomnost sv\u00fdch klient\u016f, v\u010detn\u011b optimalizace webov\u00fdch str\u00e1nek, tvorby vizu\u00e1l\u016f a spr\u00e1vy reklamn\u00edch kampan\u00ed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">V dne\u0161n\u00edm sv\u011bt\u011b zalo\u017een\u00e9m na datech je z\u00e1sadn\u00ed analyzovat jak\u00fdkoli obsah, kter\u00fd se objev\u00ed nebo zve\u0159ejn\u00ed. Pou\u017e\u00edv\u00e1n\u00ed n\u00e1stroj\u016f pro monitorov\u00e1n\u00ed m\u00e9di\u00ed je z\u00e1sadn\u00ed pro dne\u0161n\u00ed PR t\u00fdmy, kter\u00e9 cht\u011bj\u00ed m\u00edt mo\u017enost rychle zjistit poznatky o tom, co je efektivn\u00ed, a tyto poznatky zp\u011btn\u011b za\u0159adit do sv\u00fdch pracovn\u00edch postup\u016f.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Intern\u00ed komunikace<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">S r\u016fstem firem roste v\u00fdznam firemn\u00ed komunikace. Firemn\u00ed komunik\u00e1to\u0159i \u010dasto spolupracuj\u00ed se zainteresovan\u00fdmi stranami nap\u0159\u00ed\u010d spole\u010dnostmi, aby vytvo\u0159ili a distribuovali spr\u00e1vn\u00e9 informace zam\u011bstnanc\u016fm a kl\u00ed\u010dov\u00fdm p\u0159idru\u017een\u00fdm spole\u010dnostem.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">PR agentury tak\u00e9 pom\u00e1haj\u00ed sv\u00fdm klient\u016fm komunikovat intern\u011b se zam\u011bstnanci spole\u010dnosti. To m\u016f\u017ee zahrnovat cokoli od pravideln\u00fdch firemn\u00edch aktualizac\u00ed a\u017e po p\u0159ed\u00e1v\u00e1n\u00ed informac\u00ed o z\u00e1sadn\u00edch zm\u011bn\u00e1ch v organizaci. Pomoc\u00ed r\u016fzn\u00fdch kan\u00e1l\u016f, jako je e-mail, Slack apod. PR mana\u017ee\u0159i dbaj\u00ed na to, aby se zpr\u00e1vy nejen dostaly ke spr\u00e1vn\u00e9mu publiku, ale aby byly motivuj\u00edc\u00ed k proveden\u00ed po\u017eadovan\u00fdch akc\u00ed. Firemn\u00ed komunikace pravideln\u011b zahrnuje interakci s vrcholov\u00fdmi mana\u017eery a person\u00e1ln\u00edmi odd\u011blen\u00edmi.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Finan\u010dn\u00ed vztahy<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">PR agentury pom\u00e1haj\u00ed sv\u00fdm klient\u016fm komunikovat s investory a akcion\u00e1\u0159i. Agentura poskytuje investor\u016fm aktu\u00e1ln\u00ed informace o v\u00fdkonnosti a novink\u00e1ch ve spole\u010dnosti a m\u016f\u017ee tak\u00e9 pomoci spole\u010dnosti spr\u00e1vn\u011b p\u0159edat v\u0161echny finan\u010dn\u00ed mo\u017enosti potenci\u00e1ln\u00edm investor\u016fm.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Vl\u00e1dn\u00ed vztahy<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Firmy vyu\u017e\u00edvaj\u00ed PR agentury, aby pomohly dos\u00e1hnout zm\u011bny vl\u00e1dn\u00ed politiky a p\u0159im\u011bly rozhoduj\u00edc\u00ed \u010dinitele uva\u017eovat o n\u011b\u010dem jin\u00e9m.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Krizov\u00e1 komunikace<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Krizov\u00e1 komunikace a \u0159\u00edzen\u00ed reputace nejsou jak\u00fdmisi z\u00e1chrann\u00fdm pol\u0161t\u00e1\u0159em, kter\u00fd se objev\u00ed, kdy\u017e se stane n\u011bco \u0161patn\u00e9ho. Jsou to bezpe\u010dnostn\u00ed p\u00e1sy, kter\u00e9 by firma m\u011bla v\u017edy pou\u017e\u00edvat. P\u0159i dne\u0161n\u00edm rychl\u00e9m \u0161\u00ed\u0159en\u00ed zpr\u00e1v je nezbytn\u00e9 m\u00edt pl\u00e1n B pro p\u0159\u00edpad, \u017ee se v m\u00e9di\u00edch n\u011bco uk\u00e1\u017ee.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">PR agentury mohou firm\u00e1m pomoci zvl\u00e1dnout potenci\u00e1ln\u00ed komunika\u010dn\u00ed prost\u0159ed\u00ed, kter\u00e9 nastane, kdy\u017e se firmy setkaj\u00ed s probl\u00e9my nebo negativn\u00edmi medi\u00e1ln\u00edmi publikacemi.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">\u0158\u00edzen\u00ed soci\u00e1ln\u00edch m\u00e9di\u00ed<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">S rostouc\u00ed frekvenc\u00ed se sou\u010d\u00e1st\u00ed odpov\u011bdnosti za PR st\u00e1vaj\u00ed tak\u00e9 soci\u00e1ln\u00ed m\u00e9dia a spr\u00e1va komunit. Je to proto, \u017ee soci\u00e1ln\u00ed m\u00e9dia jsou jednou z v\u011bc\u00ed, kterou v\u011bt\u0161ina lid\u00ed kontroluje, aby se o firm\u011b dozv\u011bd\u011bla v\u00edce, a stala se tak\u00e9 p\u0159edn\u00ed lini\u00ed slu\u017eeb z\u00e1kazn\u00edk\u016fm. Spr\u00e1va komunity se star\u00e1 o monitorov\u00e1n\u00ed soci\u00e1ln\u00edch s\u00edt\u00ed, odpov\u00edd\u00e1 na dotazy u\u017eivatel\u016f a v p\u0159\u00edpad\u011b pot\u0159eby p\u0159ed\u00e1v\u00e1 v\u011bci veden\u00ed z\u00e1kaznick\u00e9ho odd\u011blen\u00ed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">To zahrnuje tak\u00e9 vytv\u00e1\u0159en\u00ed a publikov\u00e1n\u00ed obsahu a reagov\u00e1n\u00ed na pozitivn\u00ed \u010di negativn\u00ed koment\u00e1\u0159e s c\u00edlem budovat anga\u017eovanost. PR agentury mohou tak\u00e9 zajistit \u0161kolen\u00ed, aby zam\u011bstnanci v\u011bd\u011bli, jak nejl\u00e9pe reprezentovat zna\u010dku v digit\u00e1ln\u00edm sv\u011bt\u011b.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Multimedi\u00e1ln\u00ed v\u00fdvoj &amp; Visual Storytelling<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Dnes se od PR mana\u017eer\u016f o\u010dek\u00e1v\u00e1, \u017ee budou dob\u0159e rozum\u011bt tomu, jak distribuovat firemn\u00ed sd\u011blen\u00ed do multim\u00e9di\u00ed. Odborn\u00edci na PR pou\u017e\u00edvaj\u00ed storyboardy a kreativn\u00ed briefing, aby se ujistili, \u017ee obsah p\u0159en\u00e1\u0161\u00ed positioning a sd\u011blen\u00ed jejich zna\u010dky.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Event &amp;; Experiential Marketing<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Podpora eventov\u00e9ho a z\u00e1\u017eitkov\u00e9ho marketingu je pro zna\u010dky st\u00e1le d\u016fle\u017eit\u011bj\u0161\u00ed. PR t\u00fdmy jsou obh\u00e1jci sv\u00e9 zna\u010dky a jejich \u00fakolem je zajistit, aby z\u00e1\u017eitkov\u00fd marketing spr\u00e1vn\u011b p\u0159en\u00e1\u0161el sd\u011blen\u00ed zna\u010dky. Krom\u011b toho PR agentury pomohou monitorovat, zda se akce z\u00e1\u017eitkov\u00e9ho marketingu pozitivn\u011b projev\u00ed v m\u00e9di\u00edch.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Influencer Marketing &amp; Blogger Relations<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Influencer marketing je budoucnost a vystupuje nad sponzorov\u00e1n\u00ed popul\u00e1rn\u00ed osoby na Instagramu. V posledn\u00edch letech do\u0161lo k z\u00e1sadn\u00edmu n\u00e1r\u016fstu mno\u017estv\u00ed profesion\u00e1ln\u00edch i amat\u00e9rsk\u00fdch influencer\u016f vytv\u00e1\u0159ej\u00edc\u00edch obsah. Tito tv\u016frci mohou m\u00edt mezi c\u00edlovou skupinou velk\u00e9 mno\u017estv\u00ed \u010dten\u00e1\u0159\u016f. A\u0165 u\u017e se jedn\u00e1 o pr\u00e1ci se sponzoringem influencer\u016f, nebo o zapojen\u00ed neplacen\u00e9 s\u00edt\u011b organick\u00fdch zast\u00e1nc\u016f zna\u010dky, marketing influencer\u016f a vztahy s blogery jsou s dal\u0161\u00edm rozvojem samizdatov\u00e9ho publikov\u00e1n\u00ed a ovliv\u0148ov\u00e1n\u00edm lid\u00ed st\u00e1le d\u016fle\u017eit\u011bj\u0161\u00ed.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">C-suite podpora<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Dobr\u00e1 PR agentura je v podstat\u011b profesion\u00e1ln\u00ed poradce, kter\u00fd sv\u00e9mu z\u00e1kazn\u00edkovi (firm\u011b, podniku nebo jednotlivci &#8211; pokud se jedn\u00e1 o osobn\u00ed PR) poskytuje komunika\u010dn\u00ed poradenstv\u00ed. Ka\u017ed\u00e1 spole\u010dnost, kter\u00e1 si najme PR agenturu, by m\u011bla b\u00fdt otev\u0159en\u00e1 n\u00e1vrh\u016fm a tomu, aby jej\u00ed n\u00e1pady byly zpochyb\u0148ov\u00e1ny &#8211; proto\u017ee pr\u00e1v\u011b to d\u011blaj\u00ed ty nejlep\u0161\u00ed agentury. Je d\u016fle\u017eit\u00e9, aby klient a PR spole\u010dnost spolupracovali a dos\u00e1hli tak nejlep\u0161\u00edch v\u00fdsledk\u016f.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">PR zpravodajstv\u00ed<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Dne\u0161n\u00ed mana\u017ee\u0159i poskytuj\u00ed PR reporty v\u00fdkonn\u00fdm vedouc\u00edm pracovn\u00edk\u016fm a tak\u00e9 nap\u0159\u00ed\u010d funkcemi.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">PR agentura nebo PRNEWS.IO? <\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">M\u011bli byste si najmout PR agenturu, nebo jen vyu\u017e\u00edt slu\u017eeb PRNEWS.IO? Abyste mohli odpov\u011bd\u011bt na tuto ot\u00e1zku, porovnejte sv\u00e9 pot\u0159eby a zdroje:<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"702\" src=\"\/blog\/wp-content\/uploads\/2021\/10\/table-1024x702.jpg\" alt=\"PR agentura vs. DIY vs. PRNEWS.IO\" class=\"wp-image-4081\" srcset=\"\/cs\/blog\/wp-content\/uploads\/2021\/10\/table-1024x702.jpg 1024w, \/cs\/blog\/wp-content\/uploads\/2021\/10\/table-300x206.jpg 300w, \/cs\/blog\/wp-content\/uploads\/2021\/10\/table-150x103.jpg 150w, \/cs\/blog\/wp-content\/uploads\/2021\/10\/table-768x526.jpg 768w, \/cs\/blog\/wp-content\/uploads\/2021\/10\/table-1536x1052.jpg 1536w, \/cs\/blog\/wp-content\/uploads\/2021\/10\/table-2048x1403.jpg 2048w, \/cs\/blog\/wp-content\/uploads\/2021\/10\/table-480x329.jpg 480w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<pre class=\"wp-block-preformatted\">P\u0159e\u010dt\u011bte si v\u00edce: <a href=\"https:\/\/prnews.io\/blog\/the-hidden-costs-of-hiring-pr-agency.html\" target=\"_blank\" rel=\"noreferrer noopener\">Skryt\u00e9 n\u00e1klady na pron\u00e1jem PR agentury<\/a><\/pre>\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: Co d\u011bl\u00e1 PR agentura? <\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A\u0165 u\u017e jde o budov\u00e1n\u00ed pov\u011bdom\u00ed o zna\u010dce nebo generov\u00e1n\u00ed n\u00e1v\u0161t\u011bvnosti a prodeje, PR marketing funguje tak, \u017ee \u0159\u00edd\u00ed komunikaci a buduje vz\u00e1jemn\u011b v\u00fdhodn\u00e9 vztahy mezi firmou a jej\u00edm publikem. I kdy\u017e n\u011bkte\u0159\u00ed st\u00e1le trvaj\u00ed na tom, \u017ee PR agentury jsou pln\u00e9 lh\u00e1\u0159\u016f, kte\u0159\u00ed se sna\u017e\u00ed ovlivnit ve\u0159ejn\u00e9 m\u00edn\u011bn\u00ed, doufejme, \u017ee v\u00e1m tento p\u0159\u00edsp\u011bvek umo\u017en\u00ed l\u00e9pe pochopit, co PR vlastn\u011b obn\u00e1\u0161\u00ed.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/prnews.io\/blog\/best-pr-agencies-in-boston.html\" title=\"\">10 nejlep\u0161\u00edch PR agentur v Bostonu: Kreativn\u00ed n\u00e1pady v okol\u00ed<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/prnews.io\/blog\/10-best-pr-agencies-in-san-francisco.html\">10 nejlep\u0161\u00edch PR agentur v San Franciscu<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/prnews.io\/blog\/best-digital-marketing-agency-in-atlanta.html\">Nejlep\u0161\u00ed agentura pro digit\u00e1ln\u00ed marketing v Atlant\u011b<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/prnews.io\/blog\/best-pr-agencies-in-london.html\">Top 15 nejlep\u0161\u00edch PR agentur v Lond\u00fdn\u011b<\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Co d\u011bl\u00e1 PR agentura? Public relations jako celek je \u010dasto myln\u011b interpretov\u00e1no a op\u0159edeno r\u016fzn\u00fdmi m\u00fdty. Mnoho lid\u00ed podl\u00e9h\u00e1 p\u0159edstav\u011b, \u017ee hlavn\u00edm \u00fakolem publicistiky je spravovat negativn\u00ed recenze a obracet v\u011bci tak, aby jejich z\u00e1kazn\u00edci vypadali dob\u0159e, nebo chr\u00e1nit pov\u011bst sv\u00fdch klient\u016f, i kdy\u017e je to klamn\u00e9. Kv\u016fli t\u00e9to myln\u00e9 p\u0159edstav\u011b, kdy\u017e n\u011bkomu \u0159eknete, \u017ee pracujete v PR, mnoz\u00ed budou p\u0159edpokl\u00e1dat, \u017ee se \u017eiv\u00edte lhan\u00edm, jen proto, \u017ee nev\u011bd\u00ed, co d\u011bl\u00e1 PR agentura.&nbsp; P\u0159esto\u017ee zpracov\u00e1n\u00ed \u0161patn\u00fdch tiskov\u00fdch zpr\u00e1v rozhodn\u011b pat\u0159\u00ed k povinnostem PR, \u017e\u00e1dn\u00e1 d\u016fv\u011bryhodn\u00e1 PR agentura nebude sd\u00edlet nepravdiv\u00e9 p\u0159\u00edb\u011bhy. Bohu\u017eel se v PR bran\u017ei najdou lid\u00e9, kte\u0159\u00ed se<\/p>\n","protected":false},"author":5,"featured_media":4134,"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-4133","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\/4133","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\/5"}],"replies":[{"embeddable":true,"href":"\/cs\/blog\/wp-json\/wp\/v2\/comments?post=4133"}],"version-history":[{"count":8,"href":"\/cs\/blog\/wp-json\/wp\/v2\/posts\/4133\/revisions"}],"predecessor-version":[{"id":12011,"href":"\/cs\/blog\/wp-json\/wp\/v2\/posts\/4133\/revisions\/12011"}],"wp:featuredmedia":[{"embeddable":true,"href":"\/cs\/blog\/wp-json\/wp\/v2\/media\/4134"}],"wp:attachment":[{"href":"\/cs\/blog\/wp-json\/wp\/v2\/media?parent=4133"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"\/cs\/blog\/wp-json\/wp\/v2\/categories?post=4133"},{"taxonomy":"post_tag","embeddable":true,"href":"\/cs\/blog\/wp-json\/wp\/v2\/tags?post=4133"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}