{"id":63700,"date":"2025-06-05T08:58:17","date_gmt":"2025-06-05T06:58:17","guid":{"rendered":"https:\/\/mediaboard.com\/?p=63700"},"modified":"2025-06-06T11:07:22","modified_gmt":"2025-06-06T09:07:22","slug":"rozdil-mezi-pr-a-marketingem-v-cem-se-lisi-a-proc-to-neni-totez","status":"publish","type":"post","link":"https:\/\/mediaboard.com\/cs\/rozdil-mezi-pr-a-marketingem-v-cem-se-lisi-a-proc-to-neni-totez\/","title":{"rendered":"Rozd\u00edl mezi PR a marketingem: V \u010dem se li\u0161\u00ed a pro\u010d to nen\u00ed tot\u00e9\u017e"},"content":{"rendered":"\n<p>V mnoha firm\u00e1ch \u2014 a nejen v t\u011bch \u010desk\u00fdch \u2014 se pojmy PR a marketing st\u00e1le zam\u011b\u0148uj\u00ed. Ob\u011b discipl\u00edny b\u00fdvaj\u00ed shrnuty pod jednu n\u00e1lepku: \u201ekomunikace\u201c. Jen\u017ee tahle zkratka \u0161kod\u00ed. PR a marketing maj\u00ed odli\u0161n\u00e9 c\u00edle, n\u00e1stroje i zp\u016fsob m\u011b\u0159en\u00ed \u00fasp\u011bchu. A pokud je nerozli\u0161ujete, p\u0159ich\u00e1z\u00edte o jejich skute\u010dn\u00fd potenci\u00e1l. <\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>V Mediaboardu v\u011b\u0159\u00edme, \u017ee pochopen\u00ed rozd\u00edlu mezi PR a marketingem \u2014 tedy jasn\u00e9 porozum\u011bn\u00ed tomu, co kter\u00e1 discipl\u00edna p\u0159in\u00e1\u0161\u00ed \u2014 je z\u00e1kladem efektivn\u00ed komunikace, strategick\u00fdch rozhodnut\u00ed i m\u011b\u0159en\u00ed dopadu PR. Rozd\u00edl mezi PR a marketingem toti\u017e nen\u00ed detail, ale z\u00e1sadn\u00ed sou\u010d\u00e1st modern\u00edho \u0159\u00edzen\u00ed zna\u010dky.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2><strong>\ud83d\udd0d PR a marketing nejsou konkurenti \u2014 ale ani dvoj\u010data<\/strong><\/h2>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<p><strong>\ud83d\udcca P\u0159ehled kl\u00ed\u010dov\u00fdch rozd\u00edl\u016f mezi PR a marketingem:<\/strong><\/p>\n\n\n\n<p><\/p>\n\n\n\n<ul><li>Marketing prod\u00e1v\u00e1, PR buduje d\u016fv\u011bru a vztahy.<\/li><li>Marketing mluv\u00ed ke z\u00e1kazn\u00edk\u016fm, PR komunikuje s novin\u00e1\u0159i, ve\u0159ejnost\u00ed, investory i zam\u011bstnanci.<\/li><li>Marketing tla\u010d\u00ed na v\u00fdkon, PR \u0159e\u0161\u00ed reputaci a dlouhodob\u00fd obraz zna\u010dky.<\/li><li>Marketing se m\u011b\u0159\u00ed v konverz\u00edch a ROAS, PR v sentimentu, dosahu, relevanci a dopadu na zna\u010dku.<\/li><li>PR nen\u00ed podmno\u017eina marketingu&nbsp;\u2013 je to samostatn\u00e1 discipl\u00edna se strategick\u00fdm p\u0159esahem.<\/li><\/ul>\n\n\n\n<p><\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2><strong>\ud83c\udfe2 Kde je PR ve va\u0161\u00ed firm\u011b? V\u00fdsledky pr\u016fzkumu napov\u00ed<\/strong><\/h2>\n\n\n\n<p>Podle na\u0161eho mezin\u00e1rodn\u00edho PR pr\u016fzkumu spad\u00e1 ve v\u011bt\u0161in\u011b firem PR odd\u011blen\u00ed pod marketing. To ale vede k tomu, \u017ee PR hraje v organizaci druh\u00e9 housle a nen\u00ed zapojeno do rozhodovac\u00edch proces\u016f.<\/p>\n\n\n\n<p>A to je chyba.<\/p>\n\n\n\n<p>PR m\u00e1 p\u0159\u00edm\u00fd vliv na:<\/p>\n\n\n\n<ul><li>zvl\u00e1d\u00e1n\u00ed kriz\u00ed,<\/li><li>vztahy s investory a ve\u0159ejnost\u00ed,<\/li><li>employer branding a intern\u00ed komunikaci,<\/li><li>strategick\u00e9 sm\u011b\u0159ov\u00e1n\u00ed firmy.<\/li><\/ul>\n\n\n\n<p>Jestli tedy ve va\u0161\u00ed firm\u011b je\u0161t\u011b <strong><a href=\"https:\/\/mediaboard.com\/cs\/pr-patri-do-boardu\/\">PR nem\u00e1 hlas v boardu<\/a><\/strong>, je mo\u017en\u00e1 \u010das to zm\u011bnit. Modern\u00ed PR u\u017e d\u00e1vno nen\u00ed jen \u201ehl\u00edd\u00e1n\u00ed reputace\u201c. Je to hybn\u00e1 s\u00edla komunikace, kter\u00e1 um\u00ed vytv\u00e1\u0159et byznysov\u00fd dopad.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<figure class=\"wp-block-image size-large is-style-default\"><img loading=\"lazy\" width=\"1024\" height=\"683\" src=\"https:\/\/mediaboard.com\/wp-content\/uploads\/2025\/06\/young-business-people-working-team-together-1024x683.jpg\" alt=\"rozd\u00edl mezi PR a marketingem\" class=\"wp-image-63737\" srcset=\"https:\/\/mediaboard.com\/wp-content\/uploads\/2025\/06\/young-business-people-working-team-together-1024x683.jpg 1024w, https:\/\/mediaboard.com\/wp-content\/uploads\/2025\/06\/young-business-people-working-team-together-300x200.jpg 300w, https:\/\/mediaboard.com\/wp-content\/uploads\/2025\/06\/young-business-people-working-team-together-768x512.jpg 768w, https:\/\/mediaboard.com\/wp-content\/uploads\/2025\/06\/young-business-people-working-team-together-1536x1024.jpg 1536w, https:\/\/mediaboard.com\/wp-content\/uploads\/2025\/06\/young-business-people-working-team-together-2048x1365.jpg 2048w, https:\/\/mediaboard.com\/wp-content\/uploads\/2025\/06\/young-business-people-working-team-together-20x13.jpg 20w, https:\/\/mediaboard.com\/wp-content\/uploads\/2025\/06\/young-business-people-working-team-together-843x562.jpg 843w, https:\/\/mediaboard.com\/wp-content\/uploads\/2025\/06\/young-business-people-working-team-together-1686x1124.jpg 1686w, https:\/\/mediaboard.com\/wp-content\/uploads\/2025\/06\/young-business-people-working-team-together-422x281.jpg 422w, https:\/\/mediaboard.com\/wp-content\/uploads\/2025\/06\/young-business-people-working-team-together-540x360.jpg 540w, https:\/\/mediaboard.com\/wp-content\/uploads\/2025\/06\/young-business-people-working-team-together-720x480.jpg 720w, https:\/\/mediaboard.com\/wp-content\/uploads\/2025\/06\/young-business-people-working-team-together-270x180.jpg 270w, https:\/\/mediaboard.com\/wp-content\/uploads\/2025\/06\/young-business-people-working-team-together-104x69.jpg 104w, https:\/\/mediaboard.com\/wp-content\/uploads\/2025\/06\/young-business-people-working-team-together-208x139.jpg 208w, https:\/\/mediaboard.com\/wp-content\/uploads\/2025\/06\/young-business-people-working-team-together-52x35.jpg 52w, https:\/\/mediaboard.com\/wp-content\/uploads\/2025\/06\/young-business-people-working-team-together-160x107.jpg 160w, https:\/\/mediaboard.com\/wp-content\/uploads\/2025\/06\/young-business-people-working-team-together-320x213.jpg 320w, https:\/\/mediaboard.com\/wp-content\/uploads\/2025\/06\/young-business-people-working-team-together-80x53.jpg 80w, https:\/\/mediaboard.com\/wp-content\/uploads\/2025\/06\/young-business-people-working-team-together-24x16.jpg 24w, https:\/\/mediaboard.com\/wp-content\/uploads\/2025\/06\/young-business-people-working-team-together-36x24.jpg 36w, https:\/\/mediaboard.com\/wp-content\/uploads\/2025\/06\/young-business-people-working-team-together-48x32.jpg 48w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2><strong>\ud83d\udcd0 M\u011b\u0159en\u00ed ukazuje rozd\u00edl mezi PR a marketingem: AVE nesta\u010d\u00ed <\/strong><\/h2>\n\n\n\n<p><\/p>\n\n\n\n<h3><strong>Pro\u010d jsme vytvo\u0159ili metriku PRIMe na m\u011b\u0159en\u00ed medializace<\/strong>?<\/h3>\n\n\n\n<p>Zat\u00edmco <a href=\"https:\/\/mediaboard.com\/cs\/marketing\">marketing<\/a> dlouhodob\u011b operuje s v\u00fdkonnostn\u00edmi daty, PR se v mnoha firm\u00e1ch st\u00e1le m\u011b\u0159\u00ed \u201epocitov\u011b\u201c. Anebo neefektivn\u011b \u2014 pomoc\u00ed zastaral\u00fdch metrik typu AVE, kter\u00e9 jsou podle Barcelonsk\u00fdch princip\u016f zcela nevhodn\u00e9.<\/p>\n\n\n\n<p>Proto jsme v Mediaboardu vyvinuli vlastn\u00ed metodu m\u011b\u0159en\u00ed: <strong>PRIMe \u2013 Public Reach &amp; Influence Metric<\/strong>. Zohled\u0148uje sentiment, relevanci, dosah i kvalitu obsahu a vytv\u00e1\u0159\u00ed jedno srozumiteln\u00e9 sk\u00f3re, kter\u00e9 umo\u017e\u0148uje porovn\u00e1vat dopad PR v\u00fdstup\u016f nap\u0159\u00ed\u010d kan\u00e1ly i konkurenc\u00ed.<\/p>\n\n\n\n<p>D\u00edky PRIMe z\u00edsk\u00e1v\u00e1 PR kone\u010dn\u011b:<\/p>\n\n\n\n<ul><li>tvrd\u00e1 data pro board,<\/li><li>podklady pro strategick\u00e1 rozhodnut\u00ed,<\/li><li>mo\u017enost \u0159\u00eddit se v\u00fdsledky, ne dojmy.<\/li><\/ul>\n\n\n\n<p><\/p>\n\n\n\n<p> <\/p>\n\n\n\n<h2 class=\"has-text-align-center\"><strong><strong>Uka\u017ete v\u00fdsledky sv\u00e9ho PR v \u010d\u00edslech.<\/strong><\/strong><\/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=\"https:\/\/app.mediaboard.com\/sign-up\/?pal=cs\" 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\n\n\n<h2><strong>\ud83e\udd1d Rozd\u00edl mezi PR a marketingem? Kdy\u017e si p\u0159estanou l\u00e9zt do zel\u00ed, funguje to<\/strong><\/h2>\n\n\n\n<p>M\u00edsto boje o rozpo\u010det by m\u011bl b\u00fdt vztah <a href=\"https:\/\/mediaboard.com\/cs\/public-relations\/\">PR<\/a> a <a href=\"https:\/\/mediaboard.com\/cs\/marketing\/\">marketingu<\/a> synergick\u00fd. Marketing pracuje s tahem na branku, PR se star\u00e1 o to, aby bylo kam m\u00ed\u0159it.<\/p>\n\n\n\n<p>Chcete, aby va\u0161e PR kone\u010dn\u011b dostalo v\u00e1hu, kterou si zaslou\u017e\u00ed?<br>Za\u010dn\u011bte t\u00edm, \u017ee si ujasn\u00edte rozd\u00edl mezi PR a marketingem \u2014 a postav\u00edte ob\u011b discipl\u00edny vedle sebe, ne jednu pod druhou.<\/p>\n\n\n\n<p>  <\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2><strong>\ud83e\udded Shrnut\u00ed: PR \u2260 marketing. A to je dob\u0159e.<\/strong><\/h2>\n\n\n\n<p>PR a marketing se dopl\u0148uj\u00ed. Oba maj\u00ed sv\u00e9 m\u00edsto v komunika\u010dn\u00ed strategii. Ale:<\/p>\n\n\n\n<p>\ud83d\udc49 <strong>PR nen\u00ed podmno\u017eina marketingu<\/strong><\/p>\n\n\n\n<p>\ud83d\udc49 <strong>PR pot\u0159ebuje vlastn\u00ed c\u00edle, n\u00e1stroje a reporting<\/strong><\/p>\n\n\n\n<p>\ud83d\udc49 <strong>PR pat\u0159\u00ed do boardu \u2014 jinak nedok\u00e1\u017ee plnit svou roli<\/strong><\/p>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<p>\ud83c\udfaf <strong>Chcete, aby va\u0161e PR kone\u010dn\u011b dostalo v\u00e1hu, kterou si zaslou\u017e\u00ed?<\/strong><\/p>\n\n\n\n<p>Chcete, aby va\u0161e PR kone\u010dn\u011b dostalo v\u00e1hu, kterou si zaslou\u017e\u00ed?<br>Za\u010dn\u011bte t\u00edm, \u017ee si ujasn\u00edte rozd\u00edl mezi PR a marketingem \u2014 a postav\u00edte ob\u011b discipl\u00edny vedle sebe, ne jednu pod druhou.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p> <\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"has-text-align-center\">Vyzkou\u0161ejte Mediaboard \u2014 nejpou\u017e\u00edvan\u011bj\u0161\u00ed PR n\u00e1stroj v \u010cesku. A posu\u0148te svou komunikaci na vy\u0161\u0161\u00ed \u00farove\u0148.<\/h2>\n\n\n\n<p><\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><\/p>\n\n\n\n<div class=\"wp-container-2 wp-block-buttons\">\n<div class=\"wp-block-button aligncenter\"><a class=\"wp-block-button__link has-main-blue-background-color has-background\" href=\"https:\/\/app.mediaboard.com\/sign-up\/?pal=cs\" 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>PR a marketing nejsou tot\u00e9\u017e. Kdo je h\u00e1z\u00ed do jednoho pytle, ochuzuje se o s\u00edlu obou discipl\u00edn. Pod\u00edvejte se na kl\u00ed\u010dov\u00e9 rozd\u00edly mezi PR a marketingem \u2014 a pro\u010d na nich dnes z\u00e1le\u017e\u00ed v\u00edc ne\u017e kdy d\u0159\u00edv.<\/p>\n","protected":false},"author":19,"featured_media":63714,"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=\"Zn\u00e1te rozd\u00edl mezi PR a marketingem? 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