{"id":4133,"date":"2021-11-16T09:00:00","date_gmt":"2021-11-16T07:00:00","guid":{"rendered":"\/blog\/?p=4133"},"modified":"2024-09-03T10:50:15","modified_gmt":"2024-09-03T08:50:15","slug":"co-robi-pr-agentura","status":"publish","type":"post","link":"\/sk\/blog\/co-robi-pr-agentura.html","title":{"rendered":"\u010co rob\u00ed PR agent\u00fara?"},"content":{"rendered":"\n\n\n<p class=\"wp-block-paragraph\"><strong>\u010co rob\u00ed PR agent\u00fara?<\/strong> Public relations ako celok je \u010dasto nespr\u00e1vne interpretovan\u00e9 a opraden\u00e9 r\u00f4znymi m\u00fdtmi. Mnoho \u013eud\u00ed podlieha predstave, \u017ee hlavnou \u00falohou publicistu je spravova\u0165 negat\u00edvne recenzie a obraca\u0165 veci tak, aby ich z\u00e1kazn\u00edci vyzerali dobre alebo chr\u00e1ni\u0165 poves\u0165 svojich klientov, aj ke\u010f je to klamliv\u00e9. Kv\u00f4li tejto mylnej predstave, ke\u010f niekomu poviete, \u017ee pracujete v PR, mnoh\u00ed bud\u00fa predpoklada\u0165, \u017ee sa \u017eiv\u00edte klamstvom, len preto, \u017ee nevedia, \u010do rob\u00ed PR agent\u00fara.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ke\u010f\u017ee spracovanie zl\u00fdch tla\u010dov\u00fdch spr\u00e1v je ur\u010dite povinnos\u0165ou PR, \u017eiadna d\u00f4veryhodn\u00e1 PR agent\u00fara nebude zdie\u013ea\u0165 nepravdiv\u00e9 pr\u00edbehy. Bohu\u017eia\u013e, v PR biznise sa n\u00e1jdu \u013eudia, ktor\u00ed sa na tom podie\u013eaj\u00fa, \u010d\u00edm zvy\u0161ku PR agent\u00far zabezpe\u010duj\u00fa zl\u00fa poves\u0165. Je to o situ\u00e1cii, ke\u010f d\u00e1me &#8220;PR stereotypu&#8221; zbohom, preto sa pozrime hlb\u0161ie na to, \u010do rob\u00ed PR agent\u00fara.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Nezabudnite v\u0161ak, \u017ee odborn\u00edci na PR m\u00f4\u017eu v\u00e1\u0161mu podnikaniu ve\u013emi pom\u00f4c\u0165, ale mali by ste vedie\u0165, \u017ee niekedy m\u00f4\u017eete \u010das\u0165 PR pr\u00e1ce vykona\u0165 aj sami. Ak je v\u00e1\u0161 projekt na za\u010diatku a v\u00e1\u0161 rozpo\u010det je obmedzen\u00fd, niektor\u00e9 d\u00f4le\u017eit\u00e9 PR aktivity m\u00f4\u017eete vykona\u0165 sami pomocou slu\u017eby <a href=\"https:\/\/prnews.io\/\">PRNEWS.IO<\/a>. Je to platforma, ktor\u00e1 u\u017e m\u00e1 k dispoz\u00edcii v\u00fdznamn\u00fd zoznam kontaktov na m\u00e9di\u00e1 na vytv\u00e1ranie, uverej\u0148ovanie a distrib\u00faciu tla\u010dov\u00fdch spr\u00e1v a in\u00e9ho obsahu, tak d\u00f4le\u017eit\u00e9ho pre v\u0161etky zna\u010dky na predstavenie a up\u00fatanie pozornosti potenci\u00e1lnych z\u00e1kazn\u00edkov. Ich slu\u017eba je cenovo dostupn\u00e1 pre ka\u017ed\u00fa firmu a m\u00f4\u017eete spravova\u0165 zoznam publik\u00e1ci\u00ed a vybra\u0165 si tie najlep\u0161ie pre v\u00e1s.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u010co je PR?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">PR, \u010do je skratka pre public relations, ozna\u010duje pr\u00e1cu firiem, organiz\u00e1ci\u00ed alebo jednotlivcov v oblasti vz\u0165ahov s verejnos\u0165ou. V tomto kontexte je PR s\u00fa\u010das\u0165ou internej a externej komunik\u00e1cie, ktor\u00e1 by mala by\u0165 \u010do najpozit\u00edvnej\u0161ia a najefekt\u00edvnej\u0161ia.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Public relations je presne to, \u010do dobr\u00e1 PR agent\u00fara posil\u0148uje: vz\u0165ahy s verejnos\u0165ou medzi cie\u013eovou skupinou a jej klientmi. Public relations sa delia na r\u00f4zne typy. Patria medzi ne napr\u00edklad:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/prnews.io\/blog\/online-brand-monitoring.html\">Medi\u00e1lny monitoring<\/a><\/li>\n\n\n\n<li>Vz\u0165ahy s m\u00e9diami<\/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>Vz\u0165ahy s blogermi<\/li>\n\n\n\n<li>Vz\u0165ahy s \u013eu\u010fmi<\/li>\n\n\n\n<li>Predajn\u00e9 PR<\/li>\n\n\n\n<li><a href=\"https:\/\/prnews.io\/blog\/pr-crisis-management-guide.html\">Kr\u00edzov\u00e9 PR<\/a><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">PR sa od marketingu l\u00ed\u0161i t\u00fdm, \u017ee sa nezameriava len na firmy a \u017eivnostn\u00edkov, ale je otvoren\u00e1 a d\u00f4le\u017eit\u00e1 aj pre nekomer\u010dn\u00e9 skupiny, ako s\u00fa org\u00e1ny verejnej spr\u00e1vy, politick\u00e9 strany a mnoh\u00e9 \u010fal\u0161ie skupiny. Slu\u017eby profesion\u00e1lnych PR agent\u00far akt\u00edvne vyu\u017e\u00edvaj\u00fa vl\u00e1dne organiz\u00e1cie na vytv\u00e1ranie pozit\u00edvneho imid\u017eu v medzin\u00e1rodn\u00fdch vz\u0165ahoch a na podporu vlastn\u00e9ho hospod\u00e1rstva<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Zaj\u00edmav\u00e9 fakty:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>V Spojen\u00fdch \u0161t\u00e1toch americk\u00fdch sa ro\u010dne vy\u010dle\u0148uj\u00fa zo \u0161t\u00e1tneho rozpo\u010dtu pribli\u017ene 2 miliardy dol\u00e1rov na \u0161t\u00e1tny marketing a PR;<\/li>\n\n\n\n<li>V jednom rozhovore v roku 1991 Edward Bernays povedal: &#8220;Ke\u010f som sa vr\u00e1til do Ameriky, uvedomil som si, \u017ee ak sa propaganda d\u00e1 pou\u017ei\u0165 vo vojne, potom sa, samozrejme, d\u00e1 pou\u017ei\u0165 aj v mieri. Ale propaganda sa stala zl\u00fdm slovom, preto\u017ee Nemci ju \u010dasto pou\u017e\u00edvali. A tak som sa sna\u017eil n\u00e1js\u0165 in\u00e9 slov\u00e1, a tak sme pri\u0161li na term\u00edn poradca pre vz\u0165ahy s verejnos\u0165ou.&#8221;<\/li>\n\n\n\n<li>V roku 2007 rusk\u00e1 vl\u00e1da darovala pribli\u017ene 2 mili\u00f3ny dol\u00e1rov americkej PR spolo\u010dnosti Ketchum na propag\u00e1ciu Ruska ako predsedu skupiny G8.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">\u010co je to PR agent\u00fara?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">PR agent\u00fary s\u00fa spolo\u010dnosti poskytuj\u00face slu\u017eby v oblasti Public Relations, ktor\u00e9 sa zaoberaj\u00fa riadiacimi \u010dinnos\u0165ami zameran\u00fdmi na vytv\u00e1ranie vz\u00e1jomne v\u00fdhodn\u00fdch, harmonick\u00fdch vz\u0165ahov medzi spolo\u010dnos\u0165ou a verejnos\u0165ou.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Agent\u00fara PR je nez\u00e1visl\u00e1 pr\u00e1vnick\u00e1 organiz\u00e1cia, ktor\u00e1 pon\u00faka profesion\u00e1lne asisten\u010dn\u00e9 slu\u017eby, strat\u00e9giu pri rie\u0161en\u00ed ur\u010dit\u00fdch mana\u017e\u00e9rskych \u00faloh na komer\u010dnom z\u00e1klade.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Agent\u00fara pre styk s verejnos\u0165ou je profesion\u00e1lna spolo\u010dnos\u0165, ktor\u00e1 je spravidla po\u017eiadan\u00e1, aby v mene svojho klienta koncipovala, produkovala a riadila spr\u00e1vy ur\u010den\u00e9 verejnosti prostredn\u00edctvom m\u00e9di\u00ed. Jej z\u00e1merom je zmeni\u0165 konanie verejnosti ovplyv\u0148ovan\u00edm jej n\u00e1zorov.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Agent\u00fara PR poskytuje vhodn\u00e9 komunika\u010dn\u00e9 strat\u00e9gie pre mnoh\u00e9 zainteresovan\u00e9 strany.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">K nim patr\u00ed:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Klienti<\/li>\n\n\n\n<li>Zamestnanci<\/li>\n\n\n\n<li>Akcion\u00e1ri<\/li>\n\n\n\n<li>Obchodn\u00ed partneri<\/li>\n\n\n\n<li>&#8230;a e\u0161te ove\u013ea viac<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Ka\u017ed\u00e1 dobr\u00e1 PR agent\u00fara vytvor\u00ed pre svojho z\u00e1kazn\u00edka pozit\u00edvnu identitu. To je ve\u013emi d\u00f4le\u017eit\u00fd krok, od ktor\u00e9ho treba za\u010da\u0165. Rovnako d\u00f4le\u017eit\u00e9 je udr\u017eiavanie vz\u0165ahov, ktor\u00e9 s\u00fa pre z\u00e1kazn\u00edka PR agent\u00fary nesmierne u\u017eito\u010dn\u00e9. Okrem toho m\u00e1 PR agent\u00fara za \u00falohu komunikova\u0165 hlavn\u00e9 posolstv\u00e1 zna\u010dky, resp. in\u0161tit\u00facie navonok, a t\u00fdm posil\u0148ova\u0165 pozit\u00edvnu reput\u00e1ciu.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Agent\u00fara pre vz\u0165ahy s verejnos\u0165ou:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Predv\u00edda\u0165, analyzova\u0165 a monitorova\u0165 verejn\u00fa mienku, spolu so v\u0161etk\u00fdmi probl\u00e9mami, poh\u013eadmi alebo postojmi, ktor\u00e9 m\u00f4\u017eu ma\u0165 vplyv &#8211; dobr\u00fd alebo zl\u00fd &#8211; na samotn\u00fa spolo\u010dnos\u0165.<\/li>\n\n\n\n<li>Podporova\u0165 vz\u0165ahy na v\u0161etk\u00fdch \u00farovniach riadenia v spolo\u010dnosti s cie\u013eom vytvori\u0165 otvoren\u00e9 komunika\u010dn\u00e9 linky v s\u00favislosti s rozhodovan\u00edm a smerovan\u00edm \u010dinnosti<\/li>\n\n\n\n<li>Spolupracova\u0165 s organiz\u00e1ciou s cie\u013eom dosiahnu\u0165 informovan\u00e9 pochopenie verejnosti, ktor\u00e9 je k\u013e\u00fa\u010dov\u00e9 pre \u00faspech stanoven\u00fdch cie\u013eov zna\u010dky.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">\u010co viac poskytuje PR spolo\u010dnos\u0165:<\/h3>\n\n\n\n<h4 class=\"wp-block-heading\">Messaging &amp; Positioning<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Ma\u0165 jasne stanoven\u00fa zna\u010dku spolu s reprezent\u00e1ciou hodn\u00f4t a poslania spolo\u010dnosti nebolo nikdy d\u00f4le\u017eitej\u0161ie. V\u00fdskumy ukazuj\u00fa, \u017ee vernos\u0165 zna\u010dke zohr\u00e1va obrovsk\u00fa \u00falohu v tom, ako \u013eudia m\u00ed\u0148aj\u00fa svoje peniaze. Podskupina pr\u00e1ce v oblasti podnikovej komunik\u00e1cie zah\u0155\u0148a v\u00fdvoj, dokument\u00e1ciu a distrib\u00faciu firemn\u00fdch spr\u00e1v. Tento proces je ve\u013emi d\u00f4le\u017eit\u00fd pri budovan\u00ed silnej zna\u010dky s konzistentn\u00fdm posolstvom. Je pomerne be\u017en\u00e9, \u017ee \u0161pecializovan\u00e9 agent\u00fary sa naj\u00edmaj\u00fa na projektov\u00fa b\u00e1ze, aby pomohli s konkr\u00e9tnym repozicioningom alebo prieskumom trhu.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Z\u00e1robok m\u00e9di\u00ed &amp; Vz\u0165ahy s m\u00e9diami<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Hlavnou \u00falohou PR agent\u00fary je pretavi\u0165 to, \u010do chce ich z\u00e1kazn\u00edk propagova\u0165, do pozit\u00edvnych, spravodajsky hodnotn\u00fdch pr\u00edbehov. Agent\u00fara m\u00f4\u017ee propagova\u0165 produkty a\/alebo odborn\u00edkov t\u00fdm, \u017ee zabezpe\u010d\u00ed report\u00e1\u017ee v telev\u00edzii, rozhlase, \u010dasopisoch, publik\u00e1ci\u00e1ch a na internete. Toto sa l\u00ed\u0161i od platenej reklamy, preto\u017ee spravodajstvo je bezplatn\u00e9 a p\u00ed\u0161e ho novin\u00e1r, na rozdiel od samotn\u00e9ho z\u00e1kazn\u00edka. Pr\u00e1ca PR agent\u00fary v medi\u00e1lnej sf\u00e9re m\u00f4\u017ee zah\u0155\u0148a\u0165 p\u00edsanie tla\u010dov\u00fdch spr\u00e1v a pitchov, pl\u00e1novanie podujat\u00ed, tvorbu prejavov a nadv\u00e4zovanie kontaktov.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">PR mana\u017e\u00e9ri vytv\u00e1raj\u00fa premyslen\u00e9, \u00fadajmi podlo\u017een\u00e9 pitches, komunikuj\u00fa s novin\u00e1rmi, ved\u00fa zoznamy relevantn\u00fdch m\u00e9di\u00ed. Odborn\u00edci na PR medzit\u00fdm neust\u00e1le zvy\u0161uj\u00fa dosah a vplyv svojich z\u00edskan\u00fdch m\u00e9di\u00ed.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Medi\u00e1lne \u0161kolenia<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">PR mana\u017e\u00e9ri pom\u00e1haj\u00fa hovorcom, aby sa s nimi robili rozhovory na t\u00e9my s\u00favisiace s ich slu\u017ebami alebo produktmi a z\u00edskali tak medi\u00e1lne pokrytie. Aby bol hovorca jasn\u00fd, stru\u010dn\u00fd, presved\u010div\u00fd a aby dok\u00e1zal odovzda\u0165 svoje posolstvo, PR agent\u00fara mu m\u00f4\u017ee poskytn\u00fa\u0165 vhodn\u00e9 medi\u00e1lne \u0161kolenie. Medi\u00e1lny tr\u00e9ning m\u00f4\u017ee zah\u0155\u0148a\u0165 zlep\u0161enie schopnost\u00ed a sebad\u00f4very klienta pri verejnom vystupovan\u00ed, pou\u010denie o re\u010di tela a t\u00f3ne hlasu a vytvorenie a precvi\u010denie odpoved\u00ed na n\u00e1ro\u010dn\u00e9 ot\u00e1zky.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">PR spolo\u010dnosti m\u00f4\u017eu tie\u017e pom\u00f4c\u0165 mana\u017e\u00e9rom na \u00farovni C vybudova\u0165 si poves\u0165 my\u0161lienkov\u00fdch l\u00eddrov a odborn\u00edkov vo svojom odvetv\u00ed. Robia to pomocou kombin\u00e1cie medi\u00e1lnych \u0161kolen\u00ed, vz\u0165ahov s m\u00e9diami a budovania digit\u00e1lneho profilu. PR spolo\u010dnosti \u010dasto poskytuj\u00fa vrcholov\u00fdm mana\u017e\u00e9rom pravideln\u00e9 konzult\u00e1cie o komunika\u010dn\u00fdch z\u00e1le\u017eitostiach, ktor\u00e9 m\u00f4\u017eu ovplyvni\u0165 celkov\u00fd v\u00fdkon zna\u010dky.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Vlastn\u00e9 m\u00e9di\u00e1 a strat\u00e9gia obsahu<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Vlastn\u00e9 m\u00e9di\u00e1 zah\u0155\u0148aj\u00fa publikovanie obsahu v zdrojoch vlastnen\u00fdch zna\u010dkou, ako je blog zameran\u00fd na z\u00e1kazn\u00edkov, e-mailov\u00e9 kampane alebo profily na soci\u00e1lnych sie\u0165ach. <a href=\"https:\/\/prnews.io\/blog\/how-to-craft-a-pr-manager-job-description.html\">PR mana\u017e\u00e9ri<\/a> bud\u00fa musie\u0165 bu\u010f sami vytv\u00e1ra\u0165 obsah, alebo pom\u00e1ha\u0165 riadi\u0165 strat\u00e9giu s t\u00edmom copywriterov, redaktorov a hos\u0165uj\u00facich prispievate\u013eov na blogy. M\u00f4\u017eu by\u0165 tie\u017e zodpovedn\u00ed za pr\u00e1cu s ak\u00fdmiko\u013evek extern\u00fdmi tvorcami obsahu.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Digit\u00e1lna komunik\u00e1cia<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Propaga\u010dn\u00e1 agent\u00fara bude budova\u0165 dobr\u00e9 meno va\u0161ej zna\u010dky &#8211; prostredn\u00edctvom mnoh\u00fdch komunika\u010dn\u00fdch n\u00e1strojov. M\u00f4\u017ee to by\u0165 prostredn\u00edctvom zapojenia influencerov, z\u00edskan\u00fdch m\u00e9di\u00ed (napr. \u010dl\u00e1nkov a recenzi\u00ed), platen\u00fdch m\u00e9di\u00ed (napr. reklamn\u00fdch a sponzorovan\u00fdch \u010dl\u00e1nkov) a \u010fal\u0161\u00edch platforiem. Niektor\u00e9 PR agent\u00fary m\u00f4\u017eu spravova\u0165 aj soci\u00e1lne m\u00e9di\u00e1 a \u010fal\u0161ie slu\u017eby digit\u00e1lneho marketingu, ako s\u00fa PPC, SEO, e-mailov\u00fd marketing at\u010f. PR agent\u00fary monitoruj\u00fa online pr\u00edtomnos\u0165 svojich klientov vr\u00e1tane optimaliz\u00e1cie webov\u00fdch str\u00e1nok, tvorby vizu\u00e1lov a spr\u00e1vy reklamn\u00fdch kampan\u00ed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">V dne\u0161nom svete zalo\u017eenom na \u00fadajoch je ve\u013emi d\u00f4le\u017eit\u00e9 analyzova\u0165 ka\u017ed\u00fd obsah, ktor\u00fd sa objav\u00ed alebo zverejn\u00ed. Pou\u017e\u00edvanie n\u00e1strojov na monitorovanie m\u00e9di\u00ed je nevyhnutn\u00e9 pre dne\u0161n\u00e9 PR t\u00edmy, ktor\u00e9 chc\u00fa by\u0165 schopn\u00e9 r\u00fdchlo zisti\u0165 poznatky o tom, \u010do je efekt\u00edvne, a tieto zistenia zaradi\u0165 sp\u00e4\u0165 do svojho pracovn\u00e9ho postupu.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Intern\u00e1 komunik\u00e1cia<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">S rastom spolo\u010dnost\u00ed sa firemn\u00e1 komunik\u00e1cia st\u00e1va d\u00f4le\u017eitej\u0161ou. Podnikov\u00ed komunik\u00e1tori \u010dasto spolupracuj\u00fa so zainteresovan\u00fdmi stranami v r\u00e1mci celej spolo\u010dnosti s cie\u013eom vytvori\u0165 a distribuova\u0165 spr\u00e1vne inform\u00e1cie zamestnancom a k\u013e\u00fa\u010dov\u00fdm partnerom.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">PR agent\u00fary pom\u00e1haj\u00fa svojim klientom aj pri internej komunik\u00e1cii so zamestnancami spolo\u010dnosti. To m\u00f4\u017ee zah\u0155\u0148a\u0165 \u010doko\u013evek od pravideln\u00fdch aktualiz\u00e1ci\u00ed spolo\u010dnosti a\u017e po prenos inform\u00e1ci\u00ed o v\u00fdznamn\u00fdch zmen\u00e1ch v organiz\u00e1cii. Pomocou r\u00f4znych kan\u00e1lov, ako je e-mail, Slack a pod. PR mana\u017e\u00e9ri sa staraj\u00fa o to, aby sa spr\u00e1vy nielen dostali k spr\u00e1vnemu publiku, ale aby boli motivuj\u00face na vykonanie po\u017eadovanej akcie. Firemn\u00e1 komunik\u00e1cia pravidelne zah\u0155\u0148a interakciu s vrcholov\u00fdmi mana\u017e\u00e9rmi a oddeleniami \u013eudsk\u00fdch zdrojov.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Finan\u010dn\u00e9 vz\u0165ahy<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">PR agent\u00fary pom\u00e1haj\u00fa svojim klientom pri komunik\u00e1cii s investormi a akcion\u00e1rmi. Agent\u00fara poskytuje investorom aktu\u00e1lne inform\u00e1cie o v\u00fdsledkoch a novink\u00e1ch spolo\u010dnosti a m\u00f4\u017ee tie\u017e pom\u00f4c\u0165 spolo\u010dnostiam spr\u00e1vne sprostredkova\u0165 v\u0161etky finan\u010dn\u00e9 mo\u017enosti potenci\u00e1lnym investorom.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Vl\u00e1dne vz\u0165ahy<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Firmy vyu\u017e\u00edvaj\u00fa PR agent\u00fary, aby pomohli dosiahnu\u0165 zmenu vl\u00e1dnej politiky a vyzvali rozhoduj\u00facich \u010dinite\u013eov, aby zv\u00e1\u017eili nie\u010do in\u00e9.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Kr\u00edzov\u00e1 komunik\u00e1cia<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Kr\u00edzov\u00e1 komunik\u00e1cia a reputa\u010dn\u00fd mana\u017ement nie s\u00fa ak\u00fdmsi bezpe\u010dnostn\u00fdm vank\u00fa\u0161om, ktor\u00fd sa objav\u00ed, ke\u010f sa stane nie\u010do zl\u00e9. S\u00fa to bezpe\u010dnostn\u00e9 p\u00e1sy, ktor\u00e9 by mala spolo\u010dnos\u0165 v\u017edy pou\u017e\u00edva\u0165. Pri dne\u0161nom r\u00fdchlom \u0161\u00edren\u00ed spr\u00e1v je nevyhnutn\u00e9 ma\u0165 pl\u00e1n B pre pr\u00edpad, \u017ee sa v m\u00e9di\u00e1ch nie\u010do pokaz\u00ed.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">PR agent\u00fary m\u00f4\u017eu podnikom pom\u00f4c\u0165 zvl\u00e1dnu\u0165 potenci\u00e1lne komunika\u010dn\u00e9 prostredie, ktor\u00e9 nastane, ke\u010f sa spolo\u010dnosti stretn\u00fa s probl\u00e9mami alebo negat\u00edvnymi medi\u00e1lnymi publik\u00e1ciami.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Riadenie soci\u00e1lnych m\u00e9di\u00ed<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">S rast\u00facou frekvenciou sa s\u00fa\u010das\u0165ou zodpovednosti PR stali aj soci\u00e1lne m\u00e9di\u00e1 a spr\u00e1va komun\u00edt. Je to preto, \u017ee soci\u00e1lne m\u00e9di\u00e1 s\u00fa jednou z vec\u00ed, ktor\u00e9 v\u00e4\u010d\u0161ina \u013eud\u00ed kontroluje, aby sa dozvedela viac o spolo\u010dnosti, a stali sa aj prednou l\u00edniou slu\u017eieb z\u00e1kazn\u00edkom. Spr\u00e1va komunity sa star\u00e1 o monitorovanie soci\u00e1lnych siet\u00ed, odpoved\u00e1 na ot\u00e1zky pou\u017e\u00edvate\u013eov a v pr\u00edpade potreby odovzd\u00e1va polo\u017eky z\u00e1kazn\u00edckemu mana\u017ementu.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">To zah\u0155\u0148a aj vytv\u00e1ranie a publikovanie obsahu a reagovanie na pozit\u00edvne alebo negat\u00edvne koment\u00e1re s cie\u013eom budova\u0165 anga\u017eovanos\u0165. PR agent\u00fary m\u00f4\u017eu tie\u017e poskytova\u0165 \u0161kolenia, aby zamestnanci vedeli, ako najlep\u0161ie reprezentova\u0165 zna\u010dku v digit\u00e1lnom svete.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Multimedi\u00e1lny v\u00fdvoj &amp; Visual Storytelling<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Od dne\u0161n\u00fdch PR mana\u017e\u00e9rov sa o\u010dak\u00e1va, \u017ee bud\u00fa dobre rozumie\u0165 tomu, ako distribuova\u0165 firemn\u00e9 posolstv\u00e1 do multim\u00e9di\u00ed. Odborn\u00edci na PR pou\u017e\u00edvaj\u00fa storyboardy a kreat\u00edvne briefy, aby sa uistili, \u017ee obsah pren\u00e1\u0161a poz\u00edciu a posolstvo ich 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 pre zna\u010dky \u010doraz d\u00f4le\u017eitej\u0161ia. T\u00edmy PR s\u00fa ochrancami svojej zna\u010dky a ich \u00falohou je zabezpe\u010di\u0165, aby z\u00e1\u017eitkov\u00fd marketing spr\u00e1vne pren\u00e1\u0161al posolstvo zna\u010dky. Okrem toho PR agent\u00fary pom\u00f4\u017eu monitorova\u0165, \u010di sa podujatie z\u00e1\u017eitkov\u00e9ho marketingu pozit\u00edvne prejavuje v m\u00e9di\u00e1ch.<\/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 bud\u00facnos\u0165 a vystupuje nad sponzorovanie popul\u00e1rnej osoby na Instagrame. V posledn\u00fdch rokoch do\u0161lo k z\u00e1sadn\u00e9mu n\u00e1rastu mno\u017estva profesion\u00e1lnych a amat\u00e9rskych influencerov vytv\u00e1raj\u00facich obsah. T\u00edto tvorcovia m\u00f4\u017eu ma\u0165 ve\u013ek\u00fa \u010ditate\u013esk\u00fa z\u00e1klad\u0148u medzi cie\u013eovou skupinou. \u010ci u\u017e ide o pr\u00e1cu so sponzoringom influencerov, alebo o zapojenie neplatenej siete organick\u00fdch podporovate\u013eov zna\u010dky, marketing influencerov a vz\u0165ahy s blogermi s\u00fa \u010doraz d\u00f4le\u017eitej\u0161ie, preto\u017ee sebavzdel\u00e1vanie sa st\u00e1le rozv\u00edja a ovplyv\u0148uje \u013eud\u00ed.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Podpora C-suite<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Dobr\u00e1 PR agent\u00fara je v podstate profesion\u00e1lny poradca, ktor\u00fd poskytuje svojmu z\u00e1kazn\u00edkovi (firme, podniku alebo jednotlivcovi &#8211; ak ide o osobn\u00e9 PR) komunika\u010dn\u00e9 poradenstvo. Ka\u017ed\u00e1 spolo\u010dnos\u0165, ktor\u00e1 si najme PR agent\u00faru, by mala by\u0165 otvoren\u00e1 n\u00e1vrhom a spochyb\u0148ovaniu svojich n\u00e1padov &#8211; preto\u017ee pr\u00e1ve to robia tie najlep\u0161ie agent\u00fary. Je d\u00f4le\u017eit\u00e9, aby klient a PR spolo\u010dnos\u0165 spolupracovali na dosiahnut\u00ed najlep\u0161\u00edch v\u00fdsledkov.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">PR reporting<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Dne\u0161n\u00ed mana\u017e\u00e9ri poskytuj\u00fa PR reporty s v\u00fdkonn\u00fdmi l\u00eddrami aj medzifunk\u010dne.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">PR agent\u00fara alebo PRNEWS.IO?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Mali by ste si naja\u0165 PR agent\u00faru alebo vyu\u017ei\u0165 slu\u017eby PRNEWS.IO? Aby ste mohli odpoveda\u0165 na t\u00fato ot\u00e1zku, porovnajte svoje potreby 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 agent\u00fara vs. DIY vs. PRNEWS.IO\" class=\"wp-image-4081\" srcset=\"\/sk\/blog\/wp-content\/uploads\/2021\/10\/table-1024x702.jpg 1024w, \/sk\/blog\/wp-content\/uploads\/2021\/10\/table-300x206.jpg 300w, \/sk\/blog\/wp-content\/uploads\/2021\/10\/table-150x103.jpg 150w, \/sk\/blog\/wp-content\/uploads\/2021\/10\/table-768x526.jpg 768w, \/sk\/blog\/wp-content\/uploads\/2021\/10\/table-1536x1052.jpg 1536w, \/sk\/blog\/wp-content\/uploads\/2021\/10\/table-2048x1403.jpg 2048w, \/sk\/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\">Pre\u010d\u00edtajte si viac: <a href=\"https:\/\/prnews.io\/blog\/the-hidden-costs-of-hiring-pr-agency.html\" target=\"_blank\" rel=\"noreferrer noopener\">Skryt\u00e9 n\u00e1klady na pren\u00e1jom PR agent\u00fary<\/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\">Zabalenie: \u010co rob\u00ed PR agent\u00fara? <\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Pri budovan\u00ed povedomia o zna\u010dke alebo generovan\u00ed n\u00e1v\u0161tevnosti a predaja funguje PR marketing, ktor\u00fd riadi komunik\u00e1ciu a buduje vz\u00e1jomne v\u00fdhodn\u00e9 vz\u0165ahy medzi spolo\u010dnos\u0165ou a jej publikom. Aj ke\u010f niektor\u00ed st\u00e1le trvaj\u00fa na tom, \u017ee PR agent\u00fary s\u00fa pln\u00e9 klam\u00e1rov, ktor\u00ed sa sna\u017eia ovplyvni\u0165 verejn\u00fa mienku, d\u00fafame, \u017ee tento pr\u00edspevok v\u00e1m poskytol lep\u0161\u00ed preh\u013ead o tom, \u010do PR v skuto\u010dnosti zah\u0155\u0148a.<\/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 najlep\u0161\u00edch PR agent\u00far v Bostone: Kreat\u00edvne 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 najlep\u0161\u00edch PR agent\u00far v San Franciscu<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/prnews.io\/blog\/best-digital-marketing-agency-in-atlanta.html\">Najlep\u0161ia agent\u00fara pre digit\u00e1lny marketing v Atlante<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/prnews.io\/blog\/best-pr-agencies-in-london.html\">Top 15 najlep\u0161\u00edch PR agent\u00far v Lond\u00fdne<\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>\u010co rob\u00ed PR agent\u00fara? Public relations ako celok je \u010dasto nespr\u00e1vne interpretovan\u00e9 a opraden\u00e9 r\u00f4znymi m\u00fdtmi. Mnoho \u013eud\u00ed podlieha predstave, \u017ee hlavnou \u00falohou publicistu je spravova\u0165 negat\u00edvne recenzie a obraca\u0165 veci tak, aby ich z\u00e1kazn\u00edci vyzerali dobre alebo chr\u00e1ni\u0165 poves\u0165 svojich klientov, aj ke\u010f je to klamliv\u00e9. Kv\u00f4li tejto mylnej predstave, ke\u010f niekomu poviete, \u017ee pracujete v PR, mnoh\u00ed bud\u00fa predpoklada\u0165, \u017ee sa \u017eiv\u00edte klamstvom, len preto, \u017ee nevedia, \u010do rob\u00ed PR agent\u00fara.&nbsp; Ke\u010f\u017ee spracovanie zl\u00fdch tla\u010dov\u00fdch spr\u00e1v je ur\u010dite povinnos\u0165ou PR, \u017eiadna d\u00f4veryhodn\u00e1 PR agent\u00fara nebude zdie\u013ea\u0165 nepravdiv\u00e9 pr\u00edbehy. Bohu\u017eia\u013e, v PR biznise sa n\u00e1jdu \u013eudia, ktor\u00ed sa na<\/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":"\/sk\/blog\/wp-json\/wp\/v2\/posts\/4133","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\/5"}],"replies":[{"embeddable":true,"href":"\/sk\/blog\/wp-json\/wp\/v2\/comments?post=4133"}],"version-history":[{"count":7,"href":"\/sk\/blog\/wp-json\/wp\/v2\/posts\/4133\/revisions"}],"predecessor-version":[{"id":11790,"href":"\/sk\/blog\/wp-json\/wp\/v2\/posts\/4133\/revisions\/11790"}],"wp:featuredmedia":[{"embeddable":true,"href":"\/sk\/blog\/wp-json\/wp\/v2\/media\/4134"}],"wp:attachment":[{"href":"\/sk\/blog\/wp-json\/wp\/v2\/media?parent=4133"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"\/sk\/blog\/wp-json\/wp\/v2\/categories?post=4133"},{"taxonomy":"post_tag","embeddable":true,"href":"\/sk\/blog\/wp-json\/wp\/v2\/tags?post=4133"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}