{"id":45945,"date":"2024-07-31T14:55:50","date_gmt":"2024-07-31T12:55:50","guid":{"rendered":"https:\/\/mediaboard.com\/?p=45945"},"modified":"2025-02-20T13:20:17","modified_gmt":"2025-02-20T12:20:17","slug":"prubezne-mereni-jako-zaklad-uspechu-2","status":"publish","type":"post","link":"https:\/\/mediaboard.com\/cs\/prubezne-mereni-jako-zaklad-uspechu-2\/","title":{"rendered":"Pr\u016fb\u011b\u017en\u00e9 m\u011b\u0159en\u00ed PR jako z\u00e1klad \u00fasp\u011bchu"},"content":{"rendered":"\n<p>V dne\u0161n\u00edm sv\u011bt\u011b pat\u0159\u00ed Public Relations\u00a0k jedn\u011bm z nejpodstatn\u011bj\u0161\u00edch sou\u010d\u00e1st\u00ed firemn\u00edch strategi\u00edch, na kter\u00e9 je t\u0159eba se zam\u011b\u0159it a neopom\u00edjet je. Pr\u00e1v\u011b pomoc\u00ed PR firma vytv\u00e1\u0159\u00ed a rozv\u00edj\u00ed sv\u00e9 vztahy s ve\u0159ejnost\u00ed a se sv\u00fdm okol\u00edm, co\u017e je pro budov\u00e1n\u00ed firmy z\u00e1sadn\u00ed. Jedn\u00e1 se o dlouhodobou \u010dinnost, je\u017e si klade za c\u00edl poskytov\u00e1n\u00ed informac\u00ed ve\u0159ejnosti a z\u00e1rove\u0148 z\u00edsk\u00e1v\u00e1n\u00ed zp\u011btn\u00e9 vazby.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2><strong>PR x Reklama<\/strong><\/h2>\n\n\n\n<p>Z teoretick\u00e9ho hlediska je&nbsp;PR sou\u010d\u00e1st\u00ed marketingov\u00e9ho mixu, kam mimo jin\u00e9 pat\u0159\u00ed reklama, p\u0159\u00edm\u00fd marketing, podpora prodeje a osobn\u00ed prodej. PR b\u00fdv\u00e1 \u010dasto zam\u011b\u0148ov\u00e1no pr\u00e1v\u011b s reklamou, av\u0161ak mezi t\u011bmito dv\u011bma \u010dinnostmi jsou specifick\u00e9 rozd\u00edly. Zat\u00edmco reklama usiluje sp\u00ed\u0161e o kr\u00e1tkodob\u00fd prodej, PR se \u0159e\u0161\u00ed v dlouhodob\u011bj\u0161\u00edm m\u011b\u0159\u00edtku, a to kv\u016fli budov\u00e1n\u00ed image, vztah\u016f a komunikace s c\u00edlov\u00fdmi skupinami neboli stakeholdery dan\u00e9 firmy.<\/p>\n\n\n\n<p>Mezi dal\u0161\u00ed odli\u0161nost pat\u0159\u00ed zp\u016fsob komunikace s \u0161irokou ve\u0159ejnost\u00ed, na ni\u017e se soust\u0159ed\u00ed ob\u011b \u010dinnosti. Reklama komunikuje v\u00fdhradn\u011b skrze masov\u00e1 m\u00e9dia, na druh\u00e9 stran\u011b PR vyu\u017e\u00edv\u00e1 i jin\u00e9 prost\u0159edky. Hlavn\u00edmi n\u00e1stroji PR jsou zejm\u00e9na tiskov\u00e9 konference, zpr\u00e1vy nebo \u010dl\u00e1nky, pomoc\u00ed kter\u00fdch se firmy sna\u017e\u00ed vybudovat pozitivn\u00ed obraz p\u0159ed ve\u0159ejnost\u00ed. D\u00e1le tak\u00e9 z\u00e1le\u017e\u00ed, zda se jedn\u00e1 o vnit\u0159n\u00ed nebo vn\u011bj\u0161\u00ed PR. Vnit\u0159n\u00ed PR se odehr\u00e1v\u00e1 uvnit\u0159 dan\u00e9 firmy a jedn\u00e1 se tedy o obraz p\u0159ed zam\u011bstnanci. V r\u00e1mci intern\u00edho PR pat\u0159\u00ed mezi n\u00e1stroje spole\u010densk\u00e9 akce, hodnocen\u00ed pracovn\u00edk\u016f nebo pravideln\u00e9 meetingy. Co se t\u00fd\u010de vn\u011bj\u0161\u00edho PR, jedn\u00e1 se o komunikaci s ve\u0159ejnost\u00ed a mezi n\u00e1stroje m\u016f\u017ee d\u00e1le pat\u0159it fundraising nebo sponzoring. A aby firma v\u011bd\u011bla, zda svou zna\u010dku buduje spr\u00e1vn\u00fdm sm\u011brem, je t\u0159eba se zam\u011b\u0159it na \u010dasto opom\u00edjen\u00e9 m\u011b\u0159en\u00ed PR.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2><strong>M\u011b\u0159en\u00ed PR<\/strong><\/h2>\n\n\n\n<p>Z\u00e1kladem pro ka\u017ed\u00e9 m\u011b\u0159en\u00ed PR jsou tzv.&nbsp;barcelonsk\u00e9 principy, jen\u017e vznikly jako v\u00fdsledek setk\u00e1n\u00ed AMEC (The Association for Measurement and Evaluation of Communication) v roce 2010. Jedn\u00e1 se o sedm bod\u016f, kter\u00e9 ur\u010duj\u00ed, jak by se spr\u00e1vn\u011b m\u011blo stanovit m\u011b\u0159en\u00ed PR:<\/p>\n\n\n\n<ul><li>V\u00fdznam a stanoven\u00ed c\u00edl\u016f a m\u011b\u0159en\u00ed<\/li><li>Vhodn\u011bj\u0161\u00ed ne\u017e m\u011b\u0159it v\u00fdstupy je m\u011b\u0159it vliv na v\u00fdsledky<\/li><li>Vliv na obchodn\u00ed v\u00fdsledky lze m\u011b\u0159it a m\u011bl by b\u00fdt m\u011b\u0159en, kdykoli je to mo\u017en\u00e9<\/li><li>M\u011b\u0159en\u00ed m\u00e9di\u00ed mus\u00ed b\u00fdt kvantitativn\u00ed i kvalitativn\u00ed<\/li><li>AVE nevyjad\u0159uje hodnotu public relations<\/li><li>Soci\u00e1ln\u00ed m\u00e9dia lze m\u011b\u0159it a m\u011bla by se m\u011b\u0159it<\/li><li>Pro seri\u00f3zn\u00ed m\u011b\u0159en\u00ed je prvo\u0159ad\u00e1 transparentnost a opakovatelnost<\/li><\/ul>\n\n\n\n<p>Dle t\u011bchto bod\u016f je patrn\u00e9, \u017ee fundament\u00e1ln\u00edm krokem je stanoven\u00ed c\u00edl\u016f. T\u00edm se mysl\u00ed, na koho, jak a kdy bude komunikace firmy p\u016fsobit a ovliv\u0148ovat jej. Je tedy d\u016fle\u017eit\u00e9 \u0161\u00ed\u0159it pov\u011bdom\u00ed o firm\u011b adekv\u00e1tn\u00edmi zp\u016fsoby a ve spr\u00e1vn\u00fdch m\u00e9di\u00edch, je\u017e se dotknou c\u00edlov\u00e9 skupiny. Samotn\u00e9 m\u011b\u0159en\u00ed by pot\u00e9 m\u011blo mimo jin\u00e9 zachycovat zm\u011bnu m\u00edry pov\u011bdom\u00ed \u010di postoje c\u00edlov\u00e9 skupiny.<\/p>\n\n\n\n<p>Pro m\u011b\u0159en\u00ed PR je monitoring m\u00e9di\u00ed z\u00e1sadn\u00ed, av\u0161ak jak vysv\u011btil CEO AMEC Barry Leggetter, je pot\u0159eba k n\u011bmu p\u0159istupovat analyticky, jeliko\u017e celkov\u00fd z\u00e1sah a po\u010det v\u00fdstup\u016f nem\u00e1 optim\u00e1ln\u00ed vypov\u00eddaj\u00edc\u00ed hodnotu. Na z\u00e1klad\u011b t\u011bchto tvrzen\u00ed je pot\u0159ebn\u00e9 pou\u017e\u00edvat jak kvantitativn\u00ed, tak i kvalitativn\u00ed metody, pomoc\u00ed kter\u00fdch je mo\u017en\u00e9 analyzovat na jedn\u00e9 stran\u011b z\u00e1sah na c\u00edlovou skupinu a na stran\u011b druh\u00e9 kvalitu publicity, d\u016fv\u011bryhodnost m\u00e9di\u00ed nebo um\u00edst\u011bn\u00ed v r\u00e1mci m\u00e9di\u00ed. D\u016fle\u017eit\u00e9 je t\u00e9\u017e br\u00e1t v potaz sentiment publicity, tedy zda se jedn\u00e1 o pozitivn\u00ed, neutr\u00e1ln\u00ed nebo negativn\u00ed publicitu.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" width=\"1024\" height=\"683\" src=\"https:\/\/mediaboard.com\/wp-content\/uploads\/2024\/07\/blog-20-1024x683.jpg\" alt=\"M\u011b\u0159en\u00ed PR\" class=\"wp-image-44674\" srcset=\"https:\/\/mediaboard.com\/wp-content\/uploads\/2024\/07\/blog-20-1024x683.jpg 1024w, https:\/\/mediaboard.com\/wp-content\/uploads\/2024\/07\/blog-20-300x200.jpg 300w, https:\/\/mediaboard.com\/wp-content\/uploads\/2024\/07\/blog-20-768x512.jpg 768w, https:\/\/mediaboard.com\/wp-content\/uploads\/2024\/07\/blog-20-1536x1024.jpg 1536w, https:\/\/mediaboard.com\/wp-content\/uploads\/2024\/07\/blog-20-20x13.jpg 20w, https:\/\/mediaboard.com\/wp-content\/uploads\/2024\/07\/blog-20-24x16.jpg 24w, https:\/\/mediaboard.com\/wp-content\/uploads\/2024\/07\/blog-20-36x24.jpg 36w, https:\/\/mediaboard.com\/wp-content\/uploads\/2024\/07\/blog-20-48x32.jpg 48w, https:\/\/mediaboard.com\/wp-content\/uploads\/2024\/07\/blog-20.jpg 1920w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<h2><strong>Zatracovan\u00e9 AVE<\/strong><\/h2>\n\n\n\n<p>V dal\u0161\u00ed f\u00e1zi p\u0159ich\u00e1z\u00ed <a href=\"https:\/\/mediaboard.com\/cs\/ave-advertising-value-equivalent\/\">AVE<\/a>, na kter\u00e9 jsou pohledy r\u016fzn\u00e9. Co se t\u00fd\u010de barcelonsk\u00fdch princip\u016f, hodnotu PR nen\u00ed mo\u017en\u00e9 porovn\u00e1vat pr\u00e1v\u011b s AVE. V p\u0159\u00edpad\u011b, kdy se v\u0161ak tato metoda pou\u017e\u00edv\u00e1, je pot\u0159ebn\u00e9 v r\u00e1mci m\u011b\u0159en\u00ed zohlednit sentiment publicity, celkov\u00fd rozsah, pod\u00edl relevantn\u00ed publicity a inzertn\u00ed ceny.<\/p>\n\n\n\n<p>D\u016fle\u017eit\u00e9 je ov\u0161em rozli\u0161it image a reputaci firmy. Image je mo\u017en\u00e9 vybudovat vynalo\u017een\u00edm pen\u011b\u017en\u00edch \u010d\u00e1stek, nap\u0159\u00edklad na r\u016fzn\u00e9 akce. Reputaci ov\u0161em nen\u00ed tak jednoduch\u00e9 z\u00edskat. Jedn\u00e1 se o aktivum, jen\u017e se buduje v pr\u016fb\u011bhu let. V\u00fdsledkem dobr\u00e9 reputace je snadn\u011bj\u0161\u00ed p\u0159esv\u011bd\u010den\u00ed stakeholder\u016f v r\u00e1mci prodeje. Na druh\u00e9 stran\u011b je v\u0161ak jednoduch\u00e9 reputaci ztratit, z toho d\u016fvodu je pro lep\u0161\u00ed profity firmy, nechat ud\u011blat tzv. reputa\u010dn\u00ed anal\u00fdzu, o kter\u00e9 mluv\u00ed V\u00e1clav Koukol\u00ed\u010dek.<\/p>\n\n\n\n<p>Jako p\u0159\u00edklad pro porovn\u00e1n\u00ed image a reputace m\u016f\u017ee slou\u017eit jako p\u0159\u00edklad tzv. Dieselgate, je\u017e zmi\u0148uje Patrik Schober. Volkswagen Group m\u011bla d\u0159\u00edve v\u00fdbornou jednak image, z d\u016fvodu produkce kvalitn\u00edch a dob\u0159e vypadaj\u00edc\u00edch aut, tak i reputaci. Av\u0161ak po skand\u00e1lu Dieselgate do\u0161lo k po\u0161kozen\u00ed reputace. Zaj\u00edmav\u00e9 v\u0161ak bylo sledovat r\u016fzn\u00e9 pohledy ze strany trh\u016f. Na \u010desk\u00e9m trhu nebyly zaznamen\u00e1ny \u017e\u00e1dn\u00e9 zm\u011bny v chov\u00e1n\u00ed v\u016f\u010di Volkswagen Group, av\u0161ak na n\u011bmeck\u00e9m nebo americk\u00e9m trhu reputace dosti utrp\u011bla. I z tohoto d\u016fvodu je d\u016fle\u017eit\u00e9 se zam\u011b\u0159it na reputa\u010dn\u00ed anal\u00fdzu a celkov\u011b na m\u011b\u0159en\u00ed PR. V p\u0159\u00edpad\u011b opom\u00edjen\u00ed na m\u011b\u0159en\u00ed PR nem\u016f\u017ee firma v\u011bd\u011bt, jak spr\u00e1vn\u011b komunikovat s c\u00edlovou skupinou, a mohl by nastat p\u0159\u00edpad odli\u0161n\u00e9 komunikace, ne\u017e z\u00e1kazn\u00edci vy\u017eaduj\u00ed.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2><strong>Jak se tedy v pr\u016fb\u011bhu kampan\u011b spr\u00e1vn\u011b zam\u011b\u0159it na m\u011b\u0159en\u00ed PR?<\/strong><\/h2>\n\n\n\n<ul><li><strong>Preparation (p\u0159\u00edpravn\u00e1 f\u00e1ze)\u00a0\u2013\u00a0<\/strong>Prvn\u00ed krok prob\u00edh\u00e1 je\u0161t\u011b p\u0159ed samotn\u00fdm za\u010d\u00e1tkem kampan\u011b. Nejprve je d\u016fle\u017eit\u00e9 si stanovit c\u00edle, ze kter\u00fdch n\u00e1sledn\u011b vypl\u00fdv\u00e1 komunika\u010dn\u00ed strategie, jeliko\u017e se dozv\u00edme, kdo je dan\u00e1 c\u00edlov\u00e1 skupina. A k tomu slou\u017e\u00ed ji\u017e zm\u00edn\u011bn\u00e1 reputa\u010dn\u00ed anal\u00fdza. Pot\u00e9 n\u00e1sleduje kampa\u0148, kterou je pot\u0159eba zm\u011b\u0159it.<\/li><li><strong>Outputs\u00a0\u2013\u00a0<\/strong>V tomto bod\u011b se prov\u00e1d\u00ed medi\u00e1ln\u00ed anal\u00fdzy a m\u011b\u0159en\u00ed, tedy po\u010d\u00edt\u00e1 se po\u010det v\u00fdstup\u016f.<\/li><li><strong>Out-takes\u00a0\u2013\u00a0<\/strong>Sofistikovan\u011bj\u0161\u00ed f\u00e1z\u00ed je out-takes, kdy se po\u010d\u00edt\u00e1 engagement rate, reach, po\u010dty likes, jak\u00e1 byla \u010dtenost apod. Zkr\u00e1tka analyzujeme, kolik lid\u00ed zas\u00e1hla dan\u00e1 kampa\u0148. \u00a0<\/li><li><strong>Outcomes<\/strong>\u00a0\u2013 D\u016fle\u017eit\u00e9 je mimo jin\u00e9 zjistit zm\u011bnu chov\u00e1n\u00ed, zm\u011bnu n\u00e1zor\u016f a kolik se prodalo na z\u00e1klad\u011b dan\u00e9 kampan\u011b. Proto je zde f\u00e1ze outcomes.<\/li><li><strong>Impact<\/strong>\u00a0\u2013 Posledn\u00edm krokem je impakt, d\u00edky kter\u00e9mu je mo\u017en\u00e9 vid\u011bt, jak\u00fd vliv a dopad m\u00e1 kampa\u0148 na firmu, co\u017e ovliv\u0148uje chov\u00e1n\u00ed cel\u00e9 organizace. \u00a0<\/li><\/ul>\n\n\n\n<p><\/p>\n\n\n\n<h2><strong>Patrik Schober dod\u00e1v\u00e1\u00a06 tip\u016f, jak na m\u011b\u0159en\u00ed PR:<\/strong><\/h2>\n\n\n\n<ul><li><strong>Intern\u00ed stakeholde\u0159i<\/strong>&nbsp;\u2013 pro v\u011bt\u0161\u00ed \u00fasp\u011b\u0161nost projektu je lep\u0161\u00ed si na svou stranu z\u00edskat intern\u00ed stakeholdery \u2013 CEO, obchodn\u00edho \u0159editele, projektov\u00e9ho mana\u017eera \u2013 t\u011bmto kl\u00ed\u010dov\u00fdm lidem je pot\u0159ebn\u00e9 mimo jin\u00e9 na za\u010d\u00e1tku \u0159\u00edct, co se pl\u00e1nuje, jak se to bude m\u011b\u0159it a co bude v\u00fdsledkem. Na konci kampan\u011b je podstatn\u00e9 sd\u011blit, jak\u00e9 jsou v\u00fdsledky. Kl\u00ed\u010dov\u00e9 osoby by tedy m\u011bli v\u0161emu ji\u017e od za\u010d\u00e1tku rozum\u011bt.<\/li><li><strong>Zn\u00e1t t\u00e9ma<\/strong>&nbsp;\u2013 reputa\u010dn\u00ed anal\u00fdza uk\u00e1\u017ee, jak\u00e1 t\u00e9mata komunikovat na kter\u00e9 stakeholdery.<\/li><li><strong>N\u00e1stroje k m\u011b\u0159en\u00ed<\/strong>&nbsp;\u2013 vyu\u017e\u00edvat monitorovac\u00ed n\u00e1stroje nebo t\u00e9\u017e existuje mo\u017enost&nbsp;<a href=\"https:\/\/amecorg.com\/amecframework\/\" target=\"_blank\" rel=\"noreferrer noopener\">integrovan\u00e9ho n\u00e1stroje AMEC<\/a>.<\/li><li><strong>M\u011b\u0159en\u00ed nen\u00ed vyhodnocen\u00ed<\/strong>&nbsp;\u2013 od za\u010d\u00e1tku je zapot\u0159eb\u00ed pl\u00e1novat aktivity, kter\u00e9 jsou m\u011b\u0159iteln\u00e9. Pokud si tedy vybereme ur\u010ditou aktivitu, m\u011bla by b\u00fdt v\u017edy m\u011b\u0159iteln\u00e1. &nbsp;<\/li><li><strong>Zm\u011bna my\u0161len\u00ed<\/strong>&nbsp;\u2013 kampan\u011b je vhodn\u00e9 tvo\u0159it takov\u00fdm zp\u016fsobem, aby jim rozum\u011bli opravdu v\u0161ichni. Nap\u0159\u00edklad je d\u016fle\u017eit\u00e9 myslet jako CEO, kter\u00fd chce vid\u011bt re\u00e1ln\u00e9 \u010d\u00edslo, ne po\u010det v\u00fdst\u0159i\u017ek\u016f, resp. chce vid\u011bt dopad na byznys.<\/li><li><strong>Smart Data<\/strong>&nbsp;\u2013 pr\u00e1ce s daty je budoucnost pro ka\u017edou firmu a ur\u010dit\u011b je zapot\u0159eb\u00ed s nimi po\u010d\u00edtat p\u0159i tvorb\u011b kampan\u011b.<\/li><\/ul>\n\n\n\n<p><\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"has-text-align-center\">Efektivn\u00ed monitoring m\u00e9di\u00ed<\/h2>\n\n\n\n<p><\/p>\n\n\n\n<div class=\"wp-container-1 wp-block-buttons\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-main-blue-background-color has-background\" href=\"xhttps:\/\/app.mediaboard.com\/sign-up?pal=en\" style=\"border-radius:100px\">Vyzkou\u0161et zdarma<\/a><\/div>\n<\/div>\n\n\n\n<p><\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ji\u017e po n\u011bkolik\u00e1t\u00e9 se konal PR brunch od PRAM Consulting a spolu s n\u011bkolika odborn\u00edky v oboru zde vystoupil mimo jin\u00e9 tak\u00e9 Patrik Schober, kter\u00fd se s n\u00e1mi ji\u017e d\u0159\u00edve na na\u0161ich str\u00e1nk\u00e1ch pod\u011blil s radami ohledn\u011b komunika\u010dn\u00edho modelu PESO. P\u0159e\u010dt\u011bte si n\u011bkolik tip\u016f ohledn\u011b m\u011b\u0159en\u00ed PR, se kter\u00fdmi se Patrik pod\u011blil v r\u00e1mci PR brunche.<\/p>\n","protected":false},"author":12,"featured_media":44914,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[1],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v18.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<meta name=\"description\" content=\"Pr\u016fb\u011b\u017en\u00e9 m\u011b\u0159en\u00ed PR je kl\u00ed\u010dem k \u00fasp\u011b\u0161n\u00e9 PR strategii. 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