{"id":45973,"date":"2024-08-07T10:39:58","date_gmt":"2024-08-07T08:39:58","guid":{"rendered":"https:\/\/mediaboard.com\/?p=45973"},"modified":"2025-02-20T17:01:29","modified_gmt":"2025-02-20T16:01:29","slug":"5-knih-o-pr-marketingu-ktere-byste-si-meli-precist-2","status":"publish","type":"post","link":"https:\/\/mediaboard.com\/cs\/5-knih-o-pr-marketingu-ktere-byste-si-meli-precist-2\/","title":{"rendered":"Knihy o PR a marketingu: 5 tip\u016f ke \u010dten\u00ed"},"content":{"rendered":"\n

Pod\u00edvejte se s n\u00e1mi na nejlep\u0161\u00ed knihy o PR & marketingu! <\/em>Nejen\u017ee<\/em><\/strong> v\u00e1m poskytnou hlubok\u00fd vhled do sv\u011bta PR a reklamy, <\/em>ale z\u00e1rove\u0148<\/em><\/strong> v\u00e1m pomohou l\u00e9pe pochopit kl\u00ed\u010dov\u00e9 strategie \u00fasp\u011b\u0161n\u00fdch kampan\u00ed.<\/em><\/h3>\n\n\n\n

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\"knihy<\/figure>\n\n\n\n

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David Ogilvy: Ogilvy o reklam\u011b (Ogilvy on Advertising)<\/strong><\/h2>\n\n\n\n

Za\u010dn\u011bme t\u00edm nejpodstatn\u011bj\u0161\u00edm \u2013 mezi top knihy o PR & marketingu pat\u0159\u00ed tzv. bible marketingov\u00e9 komunikace, kterou napsal s\u00e1m velk\u00fd reklamn\u00ed m\u00e1g David Ogilvy. \u010clov\u011bk by si mo\u017en\u00e1 \u0159ekl, \u017ee p\u0159es 30 let star\u00e1 kniha nem\u016f\u017ee hovo\u0159it za sou\u010dasn\u00fd, rychle se vyv\u00edjej\u00edc\u00ed reklamn\u00ed pr\u016fmysl. Ano, doba se m\u011bn\u00ed, ale z\u00e1kladn\u00ed lidsk\u00e9 pot\u0159eby z\u016fst\u00e1vaj\u00ed stejn\u00e9. A David Ogilvy v\u00e1m porad\u00ed, jak je uchopit nap\u0159\u00ed\u010d \u010dasem.<\/p>\n\n\n\n

Tato kniha by se m\u011bla st\u00e1t povinn\u00fdm studiem ka\u017ed\u00e9ho, kdo m\u00e1 co do\u010din\u011bn\u00ed s marketingov\u00fdm pr\u016fmyslem. Stejn\u011b tak dal\u0161\u00ed titul v na\u0161em seznamu nab\u00edz\u00ed neoceniteln\u00e9 rady, kter\u00e9 v\u00e1m pomohou v praxi. Porad\u00ed v\u00e1m, nejen, jak z\u00edskat va\u0161i vysn\u011bnou pozici nebo napsat \u00fasp\u011b\u0161n\u00fd text \u2013 jednotliv\u00e9 kapitoly v\u00e1s zasv\u011bt\u00ed do taj\u016f marketingov\u00e9ho v\u00fdzkumu a prozrad\u00ed strategie, kter\u00e9 funguj\u00ed nap\u0159\u00ed\u010d \u010dasem i spektrem z\u00e1kazn\u00edk\u016f. Nev\u011b\u0159\u00edte v jej\u00ed aktu\u00e1lnost? Sta\u010d\u00ed projet internet a zjist\u00edte, kolik v\u00fdznamn\u00fdch marketingov\u00fdch specialist\u016f si je\u0161t\u011b dnes berou rady tohoto velik\u00e1na k srdci. \u010casy se zkr\u00e1tka m\u011bn\u00ed, ale hodnoty z\u016fst\u00e1vaj\u00ed.<\/p>\n\n\n\n

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Harold Burson: The Businness of Persuasion<\/strong><\/h2>\n\n\n\n

Po Ogilvyho knize o reklam\u011b nejde nezm\u00ednit The Businness of Persuasion<\/em> od legendy v oboru Harolda Bursona. Jak uv\u00e1d\u00ed mnoho kni\u017en\u00edch recenz\u00ed: \u201ePokud Ogilvy napsal Bibli reklamy, Burson dodal nov\u00fd z\u00e1kon o PR pr\u016fmyslu dne\u0161ka.<\/em>\u201c<\/strong><\/p>\n\n\n\n

Harold Burson je pova\u017eov\u00e1n za jednu z nejvlivn\u011bj\u0161\u00edch PR osobnost\u00ed. Jeho kniha mapuje 70 let kari\u00e9rn\u00edch zku\u0161enost\u00ed, jejich\u017e prost\u0159ednictv\u00edm popisuje, co Public Relation ve sv\u00e9m z\u00e1kladu znamen\u00e1 a jak\u00e9 funk\u010dn\u00ed metody vyu\u017e\u00edv\u00e1. Osobn\u00ed p\u0159\u00edb\u011bh se prol\u00edn\u00e1 s ikonick\u00fdmi momenty z historie a funguje tak jako skv\u011bl\u00fd pr\u016fvodce pro mnoho profesion\u00e1ln\u00edch marketingov\u00fdch odv\u011btv\u00ed. <\/p>\n\n\n\n

\"knihy<\/figure>\n\n\n\n

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David Meerman Scott: The New Rules of Marketing and PR<\/strong><\/h2>\n\n\n\n

A\u017e budete m\u00edt nastudovan\u00e9 ob\u011b p\u0159edchoz\u00ed knihy, m\u016f\u017eete si p\u0159e\u010d\u00edst o mo\u017enostech, kter\u00e9 nab\u00edz\u00ed sou\u010dasn\u00e9 technologie a digit\u00e1ln\u00ed prost\u0159ed\u00ed. Jedin\u011b nalezen\u00edm rovnov\u00e1hy mezi konstantn\u011b platn\u00fdmi pravidly a aktu\u00e1ln\u00edmi trendy dok\u00e1\u017eeme vytvo\u0159it nad\u010dasovou a funk\u010dn\u00ed marketingovou kampa\u0148.<\/p>\n\n\n\n

A\u010dkoli kniha The New Rules of Marketing and PR<\/em> <\/strong>takt\u00e9\u017e nen\u00ed z nejnov\u011bj\u0161\u00edch, st\u00e1le nab\u00edz\u00ed kvalitn\u00edho a srozumiteln\u00e9ho pr\u016fvodce neust\u00e1le se zrychluj\u00edc\u00edm online marketingem. Jak zmi\u0148uje s\u00e1m autor David Meerman Scott: \u201cD\u016fle\u017eit\u00e9 je dostat spr\u00e1vn\u00e9 sd\u011blen\u00ed ke spr\u00e1vn\u00fdm u\u017eivatel\u016fm ve spr\u00e1vn\u00fd \u010das.<\/em>\u201c <\/strong>Soust\u0159ed\u00ed se na komunika\u010dn\u00ed platformy v r\u00e1mci glob\u00e1ln\u00ed PR revoluce, reflektuje aktu\u00e1ln\u00ed pravidla soci\u00e1ln\u00edch s\u00edt\u00ed a dal\u0161\u00edch komunika\u010dn\u00edch kan\u00e1l\u016f, kter\u00e9 lze ke kvalitn\u00ed a osobn\u00ed komunikaci se z\u00e1kazn\u00edkem vyu\u017e\u00edt. Soust\u0159ed\u00ed se na dlouhodob\u00fd aspekt budov\u00e1n\u00ed vztahu s klienty a v\u0161echny rady demonstruje na relevantn\u00edch p\u0159\u00edpadov\u00fdch studi\u00edch.<\/p>\n\n\n\n

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Tony Langham: Reputation Management: The Future of Corporate Communications and Public Relations<\/strong><\/h2>\n\n\n\n

Na prvn\u00ed pohled se budov\u00e1n\u00ed dobr\u00e9 reputace m\u016f\u017ee zd\u00e1t jako samoz\u0159ejmost, av\u0161ak ve skute\u010dnosti vy\u017eaduje dlouhodobou strategii a efektivn\u00ed komunikaci. Autor knihy Tony Langham tvrd\u00ed, \u017ee \u201edobr\u00e1 pov\u011bst p\u0159edstavuje budoucnost PR a firemn\u00ed komunikace<\/em>\u201e<\/strong>. A p\u0159esn\u011b to dokazuje na p\u0159\u00edkladov\u00fdch studi\u00edch nej\u00fasp\u011b\u0161n\u011bj\u0161\u00edch sv\u011btov\u00fdch marketingov\u00fdch spole\u010dnost\u00ed.<\/p>\n\n\n\n

Krom\u011b mnoha p\u016fsobiv\u00fdch model\u016f a diagram\u016f kniha nab\u00edz\u00ed r\u016fznorod\u00e9 motiva\u010dn\u00ed eseje a exkluzivn\u00ed rozhovory s v\u00fdkonn\u00fdmi \u0159editeli p\u0159edn\u00edch spole\u010dnost\u00ed sv\u011btov\u00e9ho trhu. V\u011bnuje se aktu\u00e1ln\u00edm probl\u00e9m\u016fm jako fake news<\/em>, kybernetick\u00e1 bezpe\u010dnost \u010di \u0161ikana na internetu. Nechyb\u00ed ani osobn\u00ed p\u0159\u00edsp\u011bvky bezm\u00e1la \u010dty\u0159iceti v\u00fdznamn\u00fdch sv\u011btov\u00fdch mana\u017eer\u016f, kte\u0159\u00ed vysv\u011btluj\u00ed, jak\u00fdmi zp\u016fsoby oni sami pozvedli pov\u011bst sv\u00e9 firmy. Tato kniha by se m\u011bla st\u00e1t nepostradateln\u00fdm edukativn\u00edm materi\u00e1lem pro v\u0161echny vedouc\u00ed marketingov\u00e9 pozice i studenty takto zalo\u017een\u00fdch obor\u016f.<\/p>\n\n\n\n

\"Storytelling<\/figure>\n\n\n\n

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Alexander Jutkowitz: The Strategic Storyteller \u2013 Content Marketing in the Age of the Educated Consumer<\/strong><\/h2>\n\n\n\n

P\u0159\u00edb\u011bhy se z na\u0161eho sv\u011bta nikdy neztratily. Spr\u00e1vn\u00e9 vypr\u00e1v\u011bn\u00ed toti\u017e ur\u010duje na\u0161e m\u00edsto na tomto sv\u011bt\u011b. A to plat\u00ed i pro va\u0161i firmu.<\/p>\n\n\n\n

Autor Alexander Jutkowitz pro\u0161el za svoji dlouhou kari\u00e9ru mnoho zaj\u00edmav\u00fdch pozic na poli digit\u00e1ln\u00ed architektury, politiky \u010di kreativy ve v\u00edce ne\u017e 30 zem\u00edch sv\u011bta a nyn\u00ed v\u0161echny sv\u00e9 zku\u0161enosti poj\u00ed jako gener\u00e1ln\u00ed \u0159editel \u00fasp\u011b\u0161n\u00fdch nadn\u00e1rodn\u00edch firem. Na mnoha p\u0159\u00edkladech nej\u00fasp\u011b\u0161n\u011bj\u0161\u00edch sv\u011btov\u00fdch zna\u010dek ukazuje, jak spr\u00e1vn\u00fdm kreativn\u00edm konceptem m\u016f\u017eete v kr\u00e1tk\u00e9 dob\u011b prom\u011bnit slab\u00e9 str\u00e1nky v nov\u00e9 p\u0159\u00edle\u017eitosti. Kniha vysv\u011btluje, jak tvorbou p\u0159\u00edb\u011bh\u016f pos\u00edlit individu\u00e1ln\u00ed i kolektivn\u00ed tv\u016fr\u010d\u00ed potenci\u00e1l, pom\u00e1h\u00e1 pochopit strategie storytellingu a rad\u00ed, jak p\u0159\u00edb\u011bhy distribuovat v sou\u010dasn\u00e9m digit\u00e1ln\u00edm prost\u0159ed\u00ed. \u201eP\u0159ekro\u010dte demografick\u00e9 stereotypy a soust\u0159e\u010fte se na momenty, kter\u00e9 n\u00e1s spojuj\u00ed,<\/em>\u201c <\/strong>rad\u00ed autor. <\/p>\n\n\n\n

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Jak m\u016f\u017eete vyu\u017e\u00edt Mediaboard pro sv\u016fj marketing?<\/h2>\n\n\n\n

Nastartujte svou marketingovou strategii<\/a> s Mediaboardem. Vyu\u017eijte monitoring m\u00e9di\u00ed<\/a> v re\u00e1ln\u00e9m \u010dase, abyste v\u011bd\u011bli, co se o v\u00e1s p\u00ed\u0161e, m\u011bli n\u00e1skok p\u0159ed konkurenc\u00ed a znali p\u0159ich\u00e1zej\u00edc\u00ed trendy. S publika\u010dn\u00ed platformou<\/a> snadno vyd\u00e1te tiskovou zpr\u00e1vu a nav\u00e1\u017eete kontakty s kl\u00ed\u010dov\u00fdmi novin\u00e1\u0159i. V Mediaboardu najdete tradi\u010dn\u00ed ti\u0161t\u011bn\u00e1 m\u00e9dia, TV, r\u00e1dio, podcasty, online m\u00e9dia i soci\u00e1ln\u00ed s\u00edt\u011b.<\/p>\n\n\n\n


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Vyt\u011b\u017ete ze sv\u00e9ho marketingu co nejv\u00edce!<\/a><\/div>\n<\/div>\n\n\n\n

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Pod\u00edvejte se na na\u0161e kni\u017en\u00ed tipy, kter\u00e9 p\u0159in\u00e1\u0161\u00ed osv\u011bd\u010den\u00e9 rady od t\u011bch nejpovolan\u011bj\u0161\u00edch ze sv\u011btov\u00e9ho marketingu a PR. Tyto tituly jsou zaj\u00edmav\u00fdm \u010dten\u00edm na dlouh\u00e9 ve\u010dery a z\u00e1rove\u0148 p\u0159in\u00e1\u0161\u00ed inspiraci strategiemi a kampan\u011bmi ikonick\u00fdch zna\u010dek. <\/p>\n","protected":false},"author":12,"featured_media":59315,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[1],"tags":[],"acf":[],"yoast_head":"\n\n\n\n\n\n\n\n\n\n\n\n\n\t\n\t\n\t\n\n\n\t\n\t\n\t\n