{"id":2884,"date":"2023-02-26T21:32:00","date_gmt":"2023-02-26T19:32:00","guid":{"rendered":"\/blog\/?p=2884"},"modified":"2025-06-16T20:38:59","modified_gmt":"2025-06-16T18:38:59","slug":"the-pr-meaning","status":"publish","type":"post","link":"\/sk\/blog\/the-pr-meaning.html","title":{"rendered":"Definit\u00edvny sprievodca pochopen\u00edm v\u00fdznamu PR: \u010co to je a ako sa v priebehu \u010dasu zmenilo"},"content":{"rendered":"\n\n\n<p class=\"wp-block-paragraph\">V\u00fdznam PR pre\u0161iel od n\u00e1stupu nov\u00fdch technol\u00f3gi\u00ed v\u00fdraznou transform\u00e1ciou. Pre\u010d s\u00fa \u010dasy, ke\u010f PR malo in\u00fd v\u00fdznam, ne\u017e ak\u00fd m\u00e1 dnes. S prenikav\u00fdm vplyvom soci\u00e1lnych m\u00e9di\u00ed sa PR muselo prisp\u00f4sobi\u0165 meniacemu sa prostrediu digit\u00e1lnej komunik\u00e1cie. Tento fenom\u00e9n sa nedotkol \u017eiadneho odvetvia, preto\u017ee soci\u00e1lne m\u00e9di\u00e1 sa stali neoddelite\u013enou s\u00fa\u010das\u0165ou pr\u00edstupu PR ku komunik\u00e1cii. V d\u00f4sledku toho sa PR muselo vyv\u00edja\u0165 a prij\u00edma\u0165 nov\u00e9 strat\u00e9gie, aby dr\u017ealo krok s meniacou sa dobou.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Tak\u017ee, \u010do je PR?&nbsp;<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">PR nie je len o propag\u00e1cii produktov alebo slu\u017eieb, ale o podpore konverz\u00e1cie a budovan\u00ed vz\u0165ahov. V s\u00fa\u010dasnosti sa defin\u00edcia PR roz\u0161\u00edrila \u010faleko za hranice tradi\u010dnej reklamy. Hoci kone\u010dn\u00fdm cie\u013eom PR kampane je vzbudi\u0165 pozornos\u0165 a povedomie o spolo\u010dnosti alebo produkte, tento proces zah\u0155\u0148a ove\u013ea viac ne\u017e len nap\u00edsanie tla\u010dovej spr\u00e1vy alebo zabezpe\u010denie medi\u00e1lneho pokrytia.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Na rozdiel od v\u0161eobecn\u00e9ho presved\u010denia sa PR nezameriava v\u00fdlu\u010dne na reklamu alebo vz\u0165ahy s m\u00e9diami. Zah\u0155\u0148a cel\u00fd proces \u00fa\u010dinn\u00e9ho informovania verejnosti o poslan\u00ed, hodnot\u00e1ch, cie\u013eoch a jedine\u010dnej hodnotovej ponuke spolo\u010dnosti s cie\u013eom vytvori\u0165 pozit\u00edvny obraz o podniku. Zah\u0155\u0148a to kombin\u00e1ciu takt\u00edk vr\u00e1tane spravodajstva, pr\u00e1ce so soci\u00e1lnymi m\u00e9diami a in\u00fdch foriem zapojenia, ktor\u00e9 podporuj\u00fa zmyslupln\u00e9 rozhovory s publikom. V kone\u010dnom d\u00f4sledku je cie\u013eom PR budovanie dlhodob\u00fdch vz\u0165ahov so z\u00e1kazn\u00edkmi a zainteresovan\u00fdmi stranami, a nie len generovanie jednorazov\u00e9ho predaja alebo rozruchu.<\/p>\n\n\n\n<pre class=\"wp-block-preformatted\"><a href=\"https:\/\/prnews.io\/serm\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Vybudovanie pozit\u00edvnej online reput\u00e1cie &amp; odstr\u00e1nenie negat\u00edvnej zo SERP<\/a><\/pre>\n\n\n\n<h2 class=\"wp-block-heading\">\u010co s\u00fa vz\u0165ahy s verejnos\u0165ou v dne\u0161nom svete soci\u00e1lnych m\u00e9di\u00ed<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">K\u00fdm tradi\u010dn\u00e9 m\u00e9di\u00e1, ako s\u00fa tla\u010den\u00e9 spr\u00e1vy, telev\u00edzia a rozhlas, st\u00e1le viac spolo\u010dnost\u00ed sa obracia na online svet, aby vytvorili povedomie a spojili sa s publikom. Ke\u010f\u017ee internet pou\u017e\u00edvaj\u00fa viac ako 4 miliardy \u013eud\u00ed na celom svete, \u00fa\u010dinn\u00e1 PR kampa\u0148 m\u00e1 potenci\u00e1l oslovi\u0165 obrovsk\u00e9 publikum.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Presk\u00famajte pr\u00edklad miestneho predajcu automobilov, ktor\u00fd pl\u00e1nuje svoje sl\u00e1vnostn\u00e9 otvorenie. V minulosti sa predajca mohol spolieha\u0165 v\u00fdlu\u010dne na tradi\u010dn\u00e9 met\u00f3dy reklamy, ako s\u00fa tla\u010den\u00e9 inzer\u00e1ty v miestnych novin\u00e1ch alebo \u010dasopisoch, ktor\u00e9 m\u00f4\u017eu by\u0165 drah\u00e9.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">S \u00fa\u010dinnou PR kampa\u0148ou by v\u0161ak predajca mohol vyu\u017ei\u0165 soci\u00e1lne m\u00e9di\u00e1 na vyvolanie rozruchu okolo podujatia. Mohli by napr\u00edklad pon\u00faknu\u0165 mo\u017enos\u0165 vyhra\u0165 \u00faplne nov\u00e9 auto t\u00fdm, \u017ee bud\u00fa lajkova\u0165 a zdie\u013ea\u0165 pr\u00edspevky o podujat\u00ed na Facebooku alebo Instagrame. Tento pr\u00edstup m\u00f4\u017ee za menej pe\u0148az\u00ed vygenerova\u0165 v\u00e4\u010d\u0161iu publicitu ako tradi\u010dn\u00e9 reklamn\u00e9 met\u00f3dy.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Prijat\u00edm sily digit\u00e1lnej komunik\u00e1cie a soci\u00e1lnych m\u00e9di\u00ed m\u00f4\u017eu spolo\u010dnosti vyu\u017ei\u0165 potenci\u00e1l PR na budovanie vz\u0165ahov, vytv\u00e1ranie rozruchu a v kone\u010dnom d\u00f4sledku na dosiahnutie \u00faspechu.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/prnews.io\/get\/personal-publicity\/\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"264\" src=\"\/blog\/wp-content\/uploads\/2023\/02\/Create-a-Brand-and-Make-an-Impact-1024x264.png\" alt=\"\" class=\"wp-image-10765\" srcset=\"\/sk\/blog\/wp-content\/uploads\/2023\/02\/Create-a-Brand-and-Make-an-Impact-1024x264.png 1024w, \/sk\/blog\/wp-content\/uploads\/2023\/02\/Create-a-Brand-and-Make-an-Impact-300x77.png 300w, \/sk\/blog\/wp-content\/uploads\/2023\/02\/Create-a-Brand-and-Make-an-Impact-150x39.png 150w, \/sk\/blog\/wp-content\/uploads\/2023\/02\/Create-a-Brand-and-Make-an-Impact-768x198.png 768w, \/sk\/blog\/wp-content\/uploads\/2023\/02\/Create-a-Brand-and-Make-an-Impact-1536x396.png 1536w, \/sk\/blog\/wp-content\/uploads\/2023\/02\/Create-a-Brand-and-Make-an-Impact-480x124.png 480w, \/sk\/blog\/wp-content\/uploads\/2023\/02\/Create-a-Brand-and-Make-an-Impact.png 1940w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">PR sa zmenila. Zmenili ste svoje PR? <\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Vz\u0165ahy s verejnos\u0165ou nie s\u00fa jednoduch\u00e9. Pri v\u0161etk\u00fdch marketingov\u00fdch strat\u00e9gi\u00e1ch je PR mo\u017eno jednou z naj\u0165a\u017e\u0161\u00edch. No nie tak zlo\u017eit\u00e1, ako je zlo\u017eit\u00e1 raketov\u00e1 veda. PR je \u0165a\u017ek\u00e9 v zmysle dosiahnutia konzistentnosti. V tomto digit\u00e1lnom veku s\u00fa soci\u00e1lne m\u00e9di\u00e1 hlu\u010dn\u00fdm miestom, kde sa veci menia ve\u013ekou r\u00fdchlos\u0165ou. Preto je konzistentnos\u0165 v medi\u00e1lnom pokryt\u00ed \u0165a\u017eko dosiahnute\u013en\u00e1 a vy\u017eaduje si \u00fasilie.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">#1 Ka\u017ed\u00fd chce pr\u00edbeh<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">A presved\u010div\u00fd pr\u00edbeh, ktor\u00fd \u013eud\u00ed zaujme, je najd\u00f4le\u017eitej\u0161ou zlo\u017ekou \u00faspechu v PR. O pozornos\u0165 sa tvrdo bojuje. Presved\u010div\u00fd a neodolate\u013en\u00fd pr\u00edbeh m\u00e1 v\u00e4\u010d\u0161iu \u0161ancu konkurova\u0165 ostatn\u00fdm spolo\u010dnostiam, ktor\u00e9 s\u00fa rovnako hladn\u00e9 po pozornosti.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"> Hoci sa to m\u00f4\u017ee zda\u0165 samozrejm\u00e9, niektor\u00e9 firmy maj\u00fa probl\u00e9m objavi\u0165 pr\u00edbeh, ktor\u00fd by mohli rozpr\u00e1va\u0165. Nie ste si ist\u00ed, \u017ee va\u0161a spolo\u010dnos\u0165 m\u00e1 presved\u010div\u00fd pr\u00edbeh? Pr\u00e1ve tu v\u00e1m m\u00f4\u017ee pom\u00f4c\u0165 dobr\u00e1 PR agent\u00fara.&nbsp;<\/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\"><em>&#8220;MARKETING JE ROZPR\u00c1VANIE PR\u00cdBEHOV.&#8221;<\/em><\/p>\n<cite><em>&nbsp;SETH GODIN.<\/em><\/cite><\/blockquote>\n\n\n\n<h3 class=\"wp-block-heading\">#2 \u017divotnos\u0165 spr\u00e1vy je krat\u0161ia, av\u0161ak dosah je neuverite\u013ene ve\u013ek\u00fd<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">S pribli\u017ene 6 000 tweetmi za sekundu len na Twitteri u\u017e spravodajsk\u00fd pr\u00edbeh nem\u00e1 dlh\u0161iu \u017eivotnos\u0165. Novin\u00e1ri, blogeri a influenceri neust\u00e1le lovia \u010fal\u0161iu ve\u013ek\u00fa vec a soci\u00e1lne m\u00e9di\u00e1 s\u00fa ve\u013emi \u00fa\u010dinn\u00fdm n\u00e1strojom na sprostredkovanie spravodajstva. A to v\u0161etko je o r\u00fdchlosti, v\u010faka ktorej sa spravodajsk\u00e1 spr\u00e1va stane vir\u00e1lnou na nieko\u013eko sek\u00fand. Mal\u00e1 miestna publik\u00e1cia niekde v strede krajiny sa tak m\u00f4\u017ee v okamihu sta\u0165 \u010fal\u0161ou ve\u013ekou spr\u00e1vou.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">#3 Jednoduch\u0161\u00ed sp\u00f4sob, ako z\u00edska\u0165 pr\u00edstup k novin\u00e1rom<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Soci\u00e1lne m\u00e9di\u00e1 s\u00fa skvel\u00fdm miestom na nadv\u00e4zovanie kontaktov. Dnes sa m\u00f4\u017eete dosta\u0165 bli\u017e\u0161ie k \u013eu\u010fom, ktor\u00ed s\u00fa v\u00e1m sympatick\u00ed, bez osobnej konverz\u00e1cie. Influenceri, celebrity, blogeri, zna\u010dky, ako aj novin\u00e1ri, v\u0161etci pravidelne pou\u017e\u00edvaj\u00fa soci\u00e1lne m\u00e9di\u00e1. Sta\u010d\u00ed nieko\u013eko kliknut\u00ed a m\u00f4\u017eete sa okam\u017eite spoji\u0165 s novin\u00e1rmi prostredn\u00edctvom ich profilov na soci\u00e1lnych sie\u0165ach. Svoj pitch m\u00f4\u017eete dokonca posla\u0165 priamo novin\u00e1rovi, pokia\u013e v jeho \u017eivotopise nie je v\u00fdslovne uveden\u00e9 inak.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img decoding=\"async\" src=\"\/blog\/wp-content\/uploads\/2021\/05\/google-search-results-illustration.svg\" alt=\"V\u00fdznam PR u\u017e nikdy nebude rovnak\u00fd. Zmenili ste PR?\" class=\"wp-image-2887\" width=\"774\" height=\"555\"\/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">#4 Nakoniec si m\u00f4\u017eete urobi\u0165 PR sami<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">V \u010dase, ke\u010f s\u00fa hor\u00facim trendom veci typu &#8220;urob si s\u00e1m&#8221;, nie je pozadu ani DIY PR. Dnes sa m\u00f4\u017eete sta\u0165 PR profesion\u00e1lom, samozrejme, s pomocou soci\u00e1lnych m\u00e9di\u00ed a Google. Existuje obrovsk\u00e9 mno\u017estvo inform\u00e1ci\u00ed, sta\u010d\u00ed len pr\u00eds\u0165 a z\u00edska\u0165 ich.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">To v\u0161ak neznamen\u00e1, \u017ee mus\u00edte str\u00e1vi\u0165 40 hod\u00edn prezeran\u00edm soci\u00e1lnych m\u00e9di\u00ed. Na\u0161\u0165astie sa v\u00e1m veci u\u013eah\u010dili. Je rozumn\u00e9 pou\u017e\u00edva\u0165 nov\u00e9 n\u00e1stroje na vyh\u013ead\u00e1vanie novin\u00e1rov a publik\u00e1ci\u00ed, ktor\u00e9 sp\u013a\u0148aj\u00fa va\u0161e po\u017eiadavky. Z\u00edskate tak pr\u00edstup k ich e-mailom ako k jedn\u00e9mu z najpreferovanej\u0161\u00edch sp\u00f4sobov oslovenia. Znamen\u00e1 to, \u017ee m\u00e1te slobodu oslovi\u0165 ktor\u00e9hoko\u013evek novin\u00e1ra tam vonku a predstavi\u0165 svoju ponuku hodnoty. <\/p>\n\n\n\n<obr\u00e1zok class=\"wp-block-image size-large\"><a href=\"https:\/\/prnews.io\/sites\/\"><img decoding=\"async\" width=\"1024\" height=\"264\" src=\"\/blog\/wp-content\/uploads\/2023\/02\/Get-the-media-coverage-you-deserve-today-4-1024x264.png\" alt=\"\" class=\"wp-image-10768\" srcset=\"\/sk\/blog\/wp-content\/uploads\/2023\/02\/Get-the-media-coverage-you-deserve-today-4-1024x264.png 1024w, \/sk\/blog\/wp-content\/uploads\/2023\/02\/Get-the-media-coverage-you-deserve-today-4-300x77.png 300w, \/sk\/blog\/wp-content\/uploads\/2023\/02\/Get-the-media-coverage-you-deserve-today-4-150x39.png 150w, \/sk\/blog\/wp-content\/uploads\/2023\/02\/Get-the-media-coverage-you-deserve-today-4-768x198.png 768w, \/sk\/blog\/wp-content\/uploads\/2023\/02\/Get-the-media-coverage-you-deserve-today-4-1536x396.png 1536w, \/sk\/blog\/wp-content\/uploads\/2023\/02\/Get-the-media-coverage-you-deserve-today-4-480x124.png 480w, \/sk\/blog\/wp-content\/uploads\/2023\/02\/Get-the-media-coverage-you-deserve-today-4.png 1940w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">DIY PR: Ka\u017ed\u00fd je novin\u00e1r<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Vlna soci\u00e1lnych m\u00e9di\u00ed ovplyvnila&nbsp;<strong>v\u00fdznam PR<\/strong>&nbsp;a spochybnila s\u00fa\u010dasn\u00fa anga\u017eovanos\u0165 novin\u00e1rov. Dnes m\u00f4\u017eete ovplyvni\u0165&nbsp;<strong>PR v\u00fdznam<\/strong>&nbsp;t\u00fdm, \u017ee sa stane s\u00fa\u010das\u0165ou v\u00e1\u0161ho podnikate\u013esk\u00e9ho prostredia. Z\u00e1rove\u0148,&nbsp;<strong><em>rel\u00e1cie<\/em><\/strong>&nbsp;zohr\u00e1vaj\u00fa obrovsk\u00fa \u00falohu a&nbsp;<strong>definuj\u00fa public relations<\/strong>. Odteraz m\u00f4\u017eete nadv\u00e4zova\u0165 kontakty s novin\u00e1rmi, influencermi, blogermi a novin\u00e1rmi na vlastn\u00fa p\u00e4s\u0165. Spoznajte ich, z\u00edskajte si ich d\u00f4veru a u\u0161etrite ve\u013ea pe\u0148az\u00ed za PR profesion\u00e1lov. Ako?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Prav\u00e1 publicita je zmienka v tla\u010di a na to si u\u017e nemus\u00edte naj\u00edma\u0165 PR agent\u00faru PR profesion\u00e1lov. Urobte sa teda hodn\u00fdm pozornosti novin\u00e1rov a umiestnite svoju spolo\u010dnos\u0165 na mapu. V momente, ke\u010f za\u010dnete sami robi\u0165 obsahov\u00fd marketing,&nbsp;<strong>PR v\u00fdznam<\/strong>&nbsp;by u\u017e nebol jednosmern\u00fd. Namiesto toho m\u00f4\u017eete vytvori\u0165 nepretr\u017eit\u00fa sp\u00e4tn\u00fa v\u00e4zbu, ktor\u00e1 bude na\u010falej budova\u0165 v\u00e1\u0161 imid\u017e pred cie\u013eovou skupinou. Ako?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dobre, m\u00e1te svoj pr\u00edbeh, ale kde by ste ho mali prezentova\u0165? Ma\u0165 pr\u00edstup k stovk\u00e1m medi\u00e1lnych platforiem, ktor\u00e9 s\u00fa k dispoz\u00edcii na zverej\u0148ovanie pr\u00edspevkov host\u00ed, je rozumn\u00fd sp\u00f4sob. Pomocou&nbsp;<a target=\"_blank\" href=\"https:\/\/prnews.io\/sites\/\" rel=\"noreferrer noopener\">PRNews.io<\/a> m\u00f4\u017eete ma\u0165 konzistentn\u00fd hlas zna\u010dky prostredn\u00edctvom r\u00f4znych platforiem obsahov\u00e9ho marketingu. Zv\u00fd\u0161en\u00e9 profily. Zv\u00fd\u0161en\u00e1 d\u00f4veryhodnos\u0165 a lep\u0161ie povedomie. To s\u00fa len niektor\u00e9 v\u00fdsledky, ktor\u00e9 m\u00f4\u017eete dosiahnu\u0165 v\u010faka \u00faspe\u0161nej aktivite v oblasti marketingu obsahu.&nbsp;<\/p>\n\n\n\n<iframe width=\"560\" height=\"315\" src=\"https:\/\/www.youtube.com\/embed\/c_MQ17NwSuI\" title=\"Prehr\u00e1va\u010d videa YouTube\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen=\"\"><\/iframe>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/prnews.io\/blog\/pr-on-a-budget-101.html\" target=\"_blank\" rel=\"noreferrer noopener\">PR s rozpo\u010dtom 101: Z\u00edskavanie tla\u010de s obmedzen\u00fdm rozpo\u010dtom<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/prnews.io\/blog\/pr-storytelling.html\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Sila PR rozpr\u00e1vania pr\u00edbehov<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/prnews.io\/blog\/how-much-does-a-press-release-cost.html\" target=\"_blank\" rel=\"noreferrer noopener\">Ko\u013eko stoj\u00ed tla\u010dov\u00e1 spr\u00e1va?<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/prnews.io\/blog\/what-is-black-pr-and-how-to-fight-with-it.html\" target=\"_blank\" rel=\"noreferrer noopener\">\u010co je \u010dierne PR a ako s n\u00edm bojova\u0165<\/a><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><!-- Shortcode [ctanew] does not exist --><\/p>\n\n\n\n<div itemscope=\"\" itemtype=\"https:\/\/schema.org\/FAQPage\">\n\n<h2 d=\"title25\">FAQ: V\u00fdznam PR<\/h2>\n<div itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\">\n<h3 itemprop=\"name\"> \u010co znamen\u00e1 PR?\n<\/h3>\n<div itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\n<div itemprop=\"text\">\n<p>Humor okolo soci\u00e1lnych m\u00e9di\u00ed zmenil&nbsp;v\u00fdznam PR. Odvtedy sa nen\u00e1vratne zmenil. Dnes je PR o budovan\u00ed pozit\u00edvnych vz\u0165ahov s verejnos\u0165ou prostredn\u00edctvom konverz\u00e1cie. U\u017e len preto, \u017ee maj\u00fa vo svete biznisu navrch a m\u00f4\u017eu po\u0161pini\u0165 meno zna\u010dky jedin\u00fdm tweetom, ktor\u00fd sa m\u00f4\u017ee sta\u0165 vir\u00e1lnym v priebehu nieko\u013ek\u00fdch sek\u00fand.\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\">\u010co znamen\u00e1 PR?\n<\/h3>\n<div itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\n<div itemprop=\"text\">\n<p>K\u013e\u00fa\u010d je tu verejn\u00fd. Verejnos\u0165ou s\u00fa m\u00e9di\u00e1, novin\u00e1ri, blogeri, influenceri, v\u0161etci, ktor\u00ed maj\u00fa ve\u013ek\u00e9 soci\u00e1lne sledovanie, vr\u00e1tane va\u0161ich z\u00e1kazn\u00edkov a klientov. Budovanie vz\u0165ahov s verejnos\u0165ou znamen\u00e1 komunikova\u0165 s touto verejnos\u0165ou a zap\u00e1ja\u0165 ju. Cie\u013eom je zlep\u0161i\u0165 v\u00e1\u0161 pr\u00edstup a maximalizova\u0165 medi\u00e1lne pokrytie.\n<\/p>\n<\/div>\n<\/div>\n<\/div>\n<div itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\">\n<h3 itemprop=\"name\">Ako sa zmenil v\u00fdznam PR v priebehu \u010dasu?\n<\/h3>\n<div itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\n<div itemprop=\"text\">\n<p>PR sa v\u00fdrazne vyvinulo s n\u00e1stupom nov\u00fdch technol\u00f3gi\u00ed a v\u0161adepr\u00edtomn\u00fdm vplyvom soci\u00e1lnych m\u00e9di\u00ed. K\u00fdm tradi\u010dn\u00e9 PR sa zameriavalo na tla\u010dov\u00e9 spr\u00e1vy a vz\u0165ahy s m\u00e9diami, modern\u00e9 PR sa roz\u0161\u00edrilo a zah\u0155\u0148a \u0161irok\u00fa \u0161k\u00e1lu digit\u00e1lnych komunika\u010dn\u00fdch strat\u00e9gi\u00ed vr\u00e1tane pr\u00e1ce so soci\u00e1lnymi m\u00e9diami a marketingu influencerov.\n<\/p>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<div itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\">\n<h3 itemprop=\"name\">M\u00f4\u017ee PR nahradi\u0165 reklamu?\n<\/h3>\n<div itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\n<div itemprop=\"text\">\n<p>PR a reklama s\u00fa komplement\u00e1rne postupy, ktor\u00e9 sl\u00fa\u017eia na r\u00f4zne \u00fa\u010dely. Zatia\u013e \u010do reklama je zameran\u00e1 na platen\u00fa propag\u00e1ciu, PR sa zameriava na budovanie vz\u0165ahov a vytv\u00e1ranie pozit\u00edvnej publicity. Obe m\u00f4\u017eu by\u0165 svoj\u00edm sp\u00f4sobom \u00fa\u010dinn\u00e9 a \u010dasto sa pou\u017e\u00edvaj\u00fa spolo\u010dne ako s\u00fa\u010das\u0165 komplexnej marketingovej strat\u00e9gie.\n<\/p>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<div itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\">\n<h3 itemprop=\"name\">\u010co je cie\u013eom PR?\n<\/h3>\n<div itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\n<div itemprop=\"text\">\n<p>Kone\u010dn\u00fdm cie\u013eom PR je vybudova\u0165 a udr\u017ea\u0165 pozit\u00edvny obraz organiz\u00e1cie v o\u010diach verejnosti. To zah\u0155\u0148a riadenie komunik\u00e1cie, vytv\u00e1ranie presved\u010div\u00fdch pr\u00edbehov a podporu pozit\u00edvnych vz\u0165ahov so zainteresovan\u00fdmi stranami.\n<\/p>\n<\/div>\n<\/div>\n<\/div>\n  \n\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>V\u00fdznam PR pre\u0161iel od n\u00e1stupu nov\u00fdch technol\u00f3gi\u00ed v\u00fdraznou transform\u00e1ciou. Pre\u010d s\u00fa \u010dasy, ke\u010f PR malo in\u00fd v\u00fdznam, ne\u017e ak\u00fd m\u00e1 dnes. S prenikav\u00fdm vplyvom soci\u00e1lnych m\u00e9di\u00ed sa PR muselo prisp\u00f4sobi\u0165 meniacemu sa prostrediu digit\u00e1lnej komunik\u00e1cie. Tento fenom\u00e9n sa nedotkol \u017eiadneho odvetvia, preto\u017ee soci\u00e1lne m\u00e9di\u00e1 sa stali neoddelite\u013enou s\u00fa\u010das\u0165ou pr\u00edstupu PR ku komunik\u00e1cii. V d\u00f4sledku toho sa PR muselo vyv\u00edja\u0165 a prij\u00edma\u0165 nov\u00e9 strat\u00e9gie, aby dr\u017ealo krok s meniacou sa dobou. Tak\u017ee, \u010do je PR?&nbsp; PR nie je len o propag\u00e1cii produktov alebo slu\u017eieb, ale o podpore konverz\u00e1cie a budovan\u00ed vz\u0165ahov. V s\u00fa\u010dasnosti sa defin\u00edcia PR roz\u0161\u00edrila \u010faleko za hranice tradi\u010dnej<\/p>\n","protected":false},"author":14,"featured_media":2885,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_mi_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[856],"tags":[],"class_list":["post-2884","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-public-relations"],"aioseo_notices":[],"_links":{"self":[{"href":"\/sk\/blog\/wp-json\/wp\/v2\/posts\/2884","targetHints":{"allow":["GET"]}}],"collection":[{"href":"\/sk\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"\/sk\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"\/sk\/blog\/wp-json\/wp\/v2\/users\/14"}],"replies":[{"embeddable":true,"href":"\/sk\/blog\/wp-json\/wp\/v2\/comments?post=2884"}],"version-history":[{"count":5,"href":"\/sk\/blog\/wp-json\/wp\/v2\/posts\/2884\/revisions"}],"predecessor-version":[{"id":11846,"href":"\/sk\/blog\/wp-json\/wp\/v2\/posts\/2884\/revisions\/11846"}],"wp:featuredmedia":[{"embeddable":true,"href":"\/sk\/blog\/wp-json\/wp\/v2\/media\/2885"}],"wp:attachment":[{"href":"\/sk\/blog\/wp-json\/wp\/v2\/media?parent=2884"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"\/sk\/blog\/wp-json\/wp\/v2\/categories?post=2884"},{"taxonomy":"post_tag","embeddable":true,"href":"\/sk\/blog\/wp-json\/wp\/v2\/tags?post=2884"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}