{"id":62245,"date":"2025-04-06T18:54:06","date_gmt":"2025-04-06T16:54:06","guid":{"rendered":"https:\/\/mediaboard.com\/?p=62245"},"modified":"2025-06-23T10:07:27","modified_gmt":"2025-06-23T08:07:27","slug":"mediaboard-otevira-debatu-o-pr-ve-verejne-sfere","status":"publish","type":"post","link":"https:\/\/mediaboard.com\/cs\/mediaboard-otevira-debatu-o-pr-ve-verejne-sfere\/","title":{"rendered":"Mediaboard otev\u00edr\u00e1 debatu o PR ve ve\u0159ejn\u00e9 sf\u00e9\u0159e"},"content":{"rendered":"\n<p>Ud\u00e1lost vznikla z iniciativy&nbsp;<a target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/tery-svobodova\/\" rel=\"noreferrer noopener\"><strong>Terezy Svobodov\u00e9<\/strong><\/a>, kter\u00e1 st\u00e1la u zrodu cel\u00e9 my\u0161lenky a aktivn\u011b p\u0159isp\u011bla k jej\u00edmu zrealizov\u00e1n\u00ed. Jej\u00edm c\u00edlem bylo vytvo\u0159it bezpe\u010dn\u00fd a podn\u011btn\u00fd prostor pro odborn\u00edky z oblasti st\u00e1tn\u00ed spr\u00e1vy, samospr\u00e1vy, ambas\u00e1d, instituc\u00ed i neziskov\u00e9ho sektoru, kde mohou sd\u00edlet sv\u00e9 zku\u0161enosti a z\u00edskat inspiraci pro vlastn\u00ed praxi.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2>Hostka Eva Bouchalov\u00e1, praktick\u00e9 p\u0159\u00edklady &amp; otev\u0159en\u00e1 diskuze<\/h2>\n\n\n\n<p>Hostem ve\u010dera byla&nbsp;<a target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/evabouchalova\/\" rel=\"noreferrer noopener\"><strong>Eva Bouchalov\u00e1<\/strong><\/a>, \u0159editelka komunikace&nbsp;<strong>British Embassy Prague<\/strong>&nbsp;a dr\u017eitelka ocen\u011bn\u00ed&nbsp;<strong>PR t\u00fdm roku 2023<\/strong>. Eva p\u0159inesla konkr\u00e9tn\u00ed p\u0159\u00edklady \u00fasp\u011b\u0161n\u00fdch kampan\u00ed a otev\u0159en\u011b sd\u00edlela, jak britsk\u00e1 ambas\u00e1da p\u0159istupuje ke komunikaci sm\u011brem k ve\u0159ejnosti i m\u00e9di\u00edm a jak mohou ve\u0159ejn\u00e9 instituce vyu\u017e\u00edvat soci\u00e1ln\u00ed s\u00edt\u011b k dosa\u017een\u00ed skute\u010dn\u00e9ho vlivu.<\/p>\n\n\n\n<p>\ud83c\udfc6 Eva, kter\u00e1 z\u00edskala ocen\u011bn\u00ed&nbsp;<strong>PR t\u00fdm roku 2023<\/strong>, n\u00e1m p\u0159edstavila p\u0159\u00edklady komunikace ve ve\u0159ejn\u00e9 sf\u00e9\u0159e, kter\u00e9 opravdu funguj\u00ed. Uk\u00e1zala n\u00e1m, jak\u00fdm zp\u016fsobem vytv\u00e1\u0159ej\u00ed obsah, kter\u00fd je autentick\u00fd, promy\u0161len\u00fd a c\u00edlen\u00fd na spr\u00e1vnou c\u00edlovou skupinu.<\/p>\n\n\n\n<p>Jedn\u00edm z hlavn\u00edch t\u00e9mat byla komunikace na soci\u00e1ln\u00edch s\u00edt\u00edch \u2013 Eva n\u00e1m p\u0159ipomn\u011bla, \u017ee \u00fasp\u011bch ve ve\u0159ejn\u00e9 sf\u00e9\u0159e nespo\u010d\u00edv\u00e1 jen v tom, co komunikujeme, ale p\u0159edev\u0161\u00edm v tom, jak\u00fdm zp\u016fsobem to d\u011bl\u00e1me. A jako skv\u011bl\u00fd p\u0159\u00edklad pou\u017eila kampa\u0148&nbsp;<a target=\"_blank\" href=\"https:\/\/www.linkedin.com\/feed\/hashtag\/?keywords=jsemtunovej&amp;highlightedUpdateUrns=urn%3Ali%3Aactivity%3A7308781546784649218\" rel=\"noreferrer noopener\">#JsemTuNovej<\/a>&nbsp;a komunikaci britsk\u00e9ho velvyslance Matta Fielda, kter\u00e1 m\u011bla ohromn\u00fd \u00fasp\u011bch.<\/p>\n\n\n\n<p>\ud83d\udd39&nbsp;<strong>Autenticita jako z\u00e1klad<\/strong><\/p>\n\n\n\n<p>Jedn\u00edm z hlavn\u00edch poselstv\u00ed bylo, \u017ee modern\u00ed PR mus\u00ed b\u00fdt autentick\u00e9. \u00da\u0159edn\u00ed jazyk nebo&nbsp;<a target=\"_blank\" href=\"https:\/\/mediaboard.com\/cs\/trendy-pro-psani-tiskovych-zprav-v-roce-2025-priklady-a-tipy\/\" rel=\"noreferrer noopener\"><strong>stroh\u00e9 tiskov\u00e9 zpr\u00e1vy<\/strong><\/a>&nbsp;u\u017e dnes nefunguj\u00ed \u2013 ve\u0159ejnost o\u010dek\u00e1v\u00e1 p\u0159irozenost, emoce a lidsk\u00fd p\u0159\u00edstup. To plat\u00ed i pro instituce, kter\u00e9 \u010dasto komunikuj\u00ed slo\u017eit\u00e1 nebo citliv\u00e1 t\u00e9mata.<\/p>\n\n\n\n<p>\ud83d\udd39&nbsp;<strong>Soci\u00e1ln\u00ed s\u00edt\u011b jako n\u00e1stroj d\u016fv\u011bry<\/strong><\/p>\n\n\n\n<p>Eva uk\u00e1zala, \u017ee&nbsp;<strong>soci\u00e1ln\u00ed s\u00edt\u011b ve st\u00e1tn\u00ed spr\u00e1v\u011b<\/strong>&nbsp;nejsou pouze kan\u00e1lem pro \u0161\u00ed\u0159en\u00ed informac\u00ed, ale d\u016fle\u017eit\u00fdm prost\u0159edkem pro budov\u00e1n\u00ed vztahu s ve\u0159ejnost\u00ed. \u201eD\u016fv\u011bru nevybudujete skrze plak\u00e1t. Ale m\u016f\u017eete ji vybudovat skrze odpov\u011b\u010f na koment\u00e1\u0159,\u201c zazn\u011blo b\u011bhem diskuze.<\/p>\n\n\n\n<p>\ud83d\udd39&nbsp;<strong>Krizov\u00e1 komunikace za\u010d\u00edn\u00e1 v klidu<\/strong><\/p>\n\n\n\n<p>Dal\u0161\u00edm kl\u00ed\u010dov\u00fdm t\u00e9matem byla krizov\u00e1 komunikace. Mnoho instituc\u00ed ji za\u010d\u00edn\u00e1 \u0159e\u0161it a\u017e \u201ekdy\u017e ho\u0159\u00ed\u201c, ale podle Evy je z\u00e1sadn\u00ed m\u00edt p\u0159ipraven\u00e9 sc\u00e9n\u00e1\u0159e, postupy a t\u00fdmy. Jen tak je mo\u017en\u00e9 reagovat rychle a transparentn\u011b.<\/p>\n\n\n\n<p>\ud83d\udd39&nbsp;<strong>Kampa\u0148 #JsemTuNovej jako inspirace<\/strong><\/p>\n\n\n\n<p>Za zm\u00ednku stoj\u00ed i velmi \u00fasp\u011b\u0161n\u00e1 kampa\u0148 britsk\u00e9ho velvyslance&nbsp;<a href=\"https:\/\/forbes.cz\/jsemtunovej-jak-se-tvori-viralni-diplomaticky-majstrstyk\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Matta Fielda \u2013 #JsemTuNovej<\/strong><\/a>, kter\u00e1 si z\u00edskala srdce \u010desk\u00e9 ve\u0159ejnosti i m\u00e9di\u00ed. \u0160lo o p\u0159\u00edklad toho, jak lze i z diplomatick\u00e9ho postu komunikovat s nadhledem, empati\u00ed a respektem k lok\u00e1ln\u00ed kultu\u0159e.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<figure class=\"wp-block-image\"><img src=\"https:\/\/s3.eu-central-1.amazonaws.com\/mediaboard-publishing\/blogs\/aUK4s8AJHDhFcYuZxxCIGeYSQmX1s95D\" alt=\"pr ve verejne sprave\"\/><\/figure>\n\n\n\n<figure class=\"wp-block-image\"><img src=\"https:\/\/s3.eu-central-1.amazonaws.com\/mediaboard-publishing\/blogs\/k89oYulBjzcwbfwtJyfGJmkwwPWe0bGH\" alt=\"pr ve verejne sprave\"\/><\/figure>\n\n\n\n<h2>&nbsp;<\/h2>\n\n\n\n<h2>\ud83d\udce2 PR ve ve\u0159ejn\u00e9 sf\u00e9\u0159e: prostor pro zm\u011bnu i spolupr\u00e1ci<\/h2>\n\n\n\n<p>Zku\u0161enosti host\u016f i samotn\u00e1 diskuze potvrdily, \u017ee&nbsp;<strong>PR v instituc\u00edch a st\u00e1tn\u00ed sf\u00e9\u0159e m\u00e1 obrovsk\u00fd potenci\u00e1l \u2013 ale st\u00e1le \u010del\u00ed \u0159ad\u011b v\u00fdzev.<\/strong>&nbsp;Komunikace je \u010dasto podfinancovan\u00e1, person\u00e1ln\u011b poddimenzovan\u00e1 nebo organiza\u010dn\u011b nevhodn\u011b za\u0159azen\u00e1.<\/p>\n\n\n\n<p>I proto chceme v Mediaboardu dlouhodob\u011b otev\u00edrat tato t\u00e9mata, propojovat odborn\u00edky a p\u0159isp\u00edvat k lep\u0161\u00ed komunikaci instituc\u00ed s ve\u0159ejnost\u00ed.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<blockquote class=\"wp-block-quote\"><p>\u201eNa\u0161\u00edm c\u00edlem je vytvo\u0159it komunitu lid\u00ed, kte\u0159\u00ed maj\u00ed chu\u0165 posouvat ve\u0159ejnou komunikaci d\u00e1l \u2013 od klasick\u00fdch tiskov\u00fdch zpr\u00e1v ke strategick\u00e9mu, digit\u00e1ln\u011b zdatn\u00e9mu a empatick\u00e9mu PR.\u201c \u2013&nbsp;Tereza Svobodov\u00e1, Mediaboard<\/p><\/blockquote>\n\n\n\n<p><\/p>\n\n\n\n<h2>\ud83d\udd0e Shrnut\u00ed: 5 kl\u00ed\u010dov\u00fdch princip\u016f modern\u00edho PR ve ve\u0159ejn\u00e9 sf\u00e9\u0159e<\/h2>\n\n\n\n<p>\ud83d\udde3\ufe0f<strong>&nbsp;1. Autenticita je kl\u00ed\u010dov\u00e1<\/strong><br>Lid\u00e9 cht\u011bj\u00ed sly\u0161et skute\u010dn\u00e9 p\u0159\u00edb\u011bhy, ne jen such\u00e9 ofici\u00e1ln\u00ed sd\u011blen\u00ed. Transparentnost a p\u0159irozen\u00e1 komunikace maj\u00ed daleko v\u011bt\u0161\u00ed dopad ne\u017e uhlazen\u00e9 PR fr\u00e1ze.<br><br>\ud83d\udd36&nbsp;<strong>2. Soci\u00e1ln\u00ed s\u00edt\u011b = d\u016fv\u011bra, ne jen propagace<\/strong><br>Soci\u00e1ln\u00ed s\u00edt\u011b nejsou jen n\u00e1strojem pro \u0161\u00ed\u0159en\u00ed informac\u00ed, ale hlavn\u011b pro budov\u00e1n\u00ed vztah\u016f. Interakce s ve\u0159ejnost\u00ed rozhoduje o \u00fasp\u011bchu cel\u00e9 komunikace.<br><br>\ud83d\udde3\ufe0f&nbsp;<strong>3. Krizov\u00e1 komunikace nen\u00ed \u201ea\u017e kdy\u017e ho\u0159\u00ed\u201c<\/strong><br>V krizov\u00fdch situac\u00edch je p\u0159\u00edprava kl\u00ed\u010dov\u00e1. Rychl\u00e1, up\u0159\u00edmn\u00e1 a konzistentn\u00ed reakce m\u016f\u017ee zachr\u00e1nit reputaci firmy.<br><br>\ud83d\udd36<strong>&nbsp;4. Otev\u0159enost a dialog nam\u00edsto \u00fa\u0159edn\u00edho jazyka<\/strong><br>A\u0165 u\u017e komunikujeme s k\u00fdmkoli, mus\u00edme mluvit jeho jazykem. \u00da\u0159ednick\u00fd jazyk u\u017e nen\u00ed pro ve\u0159ejnost p\u0159ijateln\u00fd \u2013 p\u0159\u00edstupn\u00e1 a srozumiteln\u00e1 komunikace je dnes naprostou nutnost\u00ed.<br><br>\ud83d\udde3\ufe0f&nbsp;<strong>5. Kampa\u0148&nbsp;<\/strong><a target=\"_blank\" href=\"https:\/\/www.linkedin.com\/feed\/hashtag\/?keywords=jsemtunovej&amp;highlightedUpdateUrns=urn%3Ali%3Aactivity%3A7310610229866483713\" rel=\"noreferrer noopener\"><strong>#JsemTuNovej<\/strong><\/a><strong>&nbsp;<\/strong><strong>\u2013 d\u016fkaz, \u017ee to jde!<\/strong><br>P\u0159\u00edkladem efektivn\u00ed komunikace je kampa\u0148 britsk\u00e9ho velvyslance Matta Fielda. Tato kampa\u0148 uk\u00e1zala, jak m\u016f\u017ee ve\u0159ejn\u00e1 instituce d\u011blat PR jinak \u2013 modern\u011b a s citem pro c\u00edlov\u00e9 publikum.<\/p>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<h2>A co d\u00e1l?<\/h2>\n\n\n\n<p>T\u00edmto eventem to nekon\u010d\u00ed. Pr\u00e1v\u011b naopak \u2013 jde o za\u010d\u00e1tek diskuze o tom, jak m\u00e1 vypadat&nbsp;<strong>komunikace instituc\u00ed ve 21. stolet\u00ed<\/strong>. Chceme pokra\u010dovat v s\u00e9rii setk\u00e1n\u00ed, sd\u00edlet p\u0159\u00edpadov\u00e9 studie a inspirovat.<\/p>\n\n\n\n<p>Pokud v\u00e1s t\u00e9ma&nbsp;<strong>PR ve ve\u0159ejn\u00e9m sektoru<\/strong>&nbsp;zaj\u00edm\u00e1,&nbsp;<a href=\"https:\/\/www.linkedin.com\/groups\/13150019\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>p\u0159idejte se k na\u0161\u00ed komunit\u011b.&nbsp;<\/strong><\/a>Sledujte&nbsp;<a href=\"https:\/\/www.linkedin.com\/company\/mediaboard-com\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Mediaboard<\/strong><\/a>&nbsp;na LinkedInu a bu\u010fte u toho.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Efektivn\u00ed komunikace ve\u0159ejn\u00fdch instituc\u00ed je dnes d\u016fle\u017eit\u011bj\u0161\u00ed ne\u017e kdy d\u0159\u00edv. Ob\u010dan\u00e9 o\u010dek\u00e1vaj\u00ed transparentnost, srozumitelnost a schopnost v\u00e9st dialog. A pr\u00e1v\u011b proto Mediaboard uspo\u0159\u00e1dal prvn\u00ed odborn\u00e9 setk\u00e1n\u00ed zam\u011b\u0159en\u00e9 v\u00fdhradn\u011b na PR ve ve\u0159ejn\u00e9m sektoru.<\/p>\n","protected":false},"author":12,"featured_media":62300,"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 ve ve\u0159ejn\u00e9 sf\u00e9\u0159e: Mediaboard uspo\u0159\u00e1dal prvn\u00ed odborn\u00e9 setk\u00e1n\u00ed zam\u011b\u0159en\u00e9 v\u00fdhradn\u011b na PR ve ve\u0159ejn\u00e9m sektoru.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/mediaboard.com\/cs\/mediaboard-otevira-debatu-o-pr-ve-verejne-sfere\/\" \/>\n<meta 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