{"id":13385,"date":"2023-09-10T17:39:08","date_gmt":"2023-09-10T17:39:08","guid":{"rendered":"http:\/\/soubory.info\/znalost\/?p=13385"},"modified":"2023-09-10T17:39:08","modified_gmt":"2023-09-10T17:39:08","slug":"komplexni-prehled-cilu-a-ukolu-kampane-pro-vztahy-s-verejnosti","status":"publish","type":"post","link":"https:\/\/soubory.info\/znalost\/komplexni-prehled-cilu-a-ukolu-kampane-pro-vztahy-s-verejnosti\/","title":{"rendered":"Komplexn\u00ed p\u0159ehled c\u00edl\u016f a \u00fakol\u016f kampan\u011b pro vztahy s ve\u0159ejnost\u00ed"},"content":{"rendered":"
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Definice c\u00edl\u016f kampan\u011b pro styk s ve\u0159ejnost\u00ed<\/div>\n

Kampa\u0148 pro styk s ve\u0159ejnost\u00ed je strategick\u00e1 snaha ovlivnit ve\u0159ejn\u00e9 m\u00edn\u011bn\u00ed tak, aby podpo\u0159ilo ur\u010ditou v\u011bc, politiku nebo organizaci. Hlavn\u00edm c\u00edlem ka\u017ed\u00e9 PR kampan\u011b by m\u011blo b\u00fdt formov\u00e1n\u00ed vn\u00edm\u00e1n\u00ed va\u0161\u00ed organizace nebo probl\u00e9mu, kter\u00fd zastupujete, ve\u0159ejnost\u00ed, a abyste toho dos\u00e1hli, mus\u00edte si stanovit jasn\u00e9 c\u00edle, kter\u00fdmi se bude kampa\u0148 \u0159\u00eddit. Je d\u016fle\u017eit\u00e9 ur\u010dit, jak\u00fd je po\u017eadovan\u00fd v\u00fdsledek, a pot\u00e9 zv\u00e1\u017eit nejlep\u0161\u00ed taktiku, kterou k dosa\u017een\u00ed tohoto v\u00fdsledku pou\u017e\u00edt. <\/p>\n

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Ur\u010den\u00ed c\u00edlov\u00e9 skupiny<\/div>\n

\u00dasp\u011bch kampan\u011b public relations bude do zna\u010dn\u00e9 m\u00edry z\u00e1viset na c\u00edlov\u00e9 skupin\u011b, na kterou se rozhodnete zam\u011b\u0159it. Je z\u00e1sadn\u00ed ur\u010dit, na koho je kampa\u0148 zam\u011b\u0159ena a jak\u00e9 sd\u011blen\u00ed jim budete p\u0159ed\u00e1vat. Je tak\u00e9 d\u016fle\u017eit\u00e9 porozum\u011bt z\u00e1jm\u016fm a hodnot\u00e1m c\u00edlov\u00e9 skupiny, abyste mohli vytvo\u0159it spr\u00e1vn\u00e9 sd\u011blen\u00ed, kter\u00e9 ji \u00fa\u010dinn\u011b oslov\u00ed. <\/p>\n

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Vytvo\u0159en\u00ed spr\u00e1vn\u00e9ho sd\u011blen\u00ed<\/div>\n

Po identifikaci c\u00edlov\u00e9 skupiny je t\u0159eba vytvo\u0159it sd\u011blen\u00ed, kter\u00e9 s n\u00ed bude rezonovat. Sd\u011blen\u00ed by m\u011blo b\u00fdt jasn\u00e9 a stru\u010dn\u00e9 a m\u011blo by b\u00fdt p\u0159izp\u016fsobeno specifick\u00fdm pot\u0159eb\u00e1m va\u0161\u00ed c\u00edlov\u00e9 skupiny. Je tak\u00e9 d\u016fle\u017eit\u00e9 zajistit, aby sd\u011blen\u00ed bylo konzistentn\u00ed nap\u0159\u00ed\u010d v\u0161emi platformami a kan\u00e1ly. <\/p>\n

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Vyu\u017eit\u00ed spr\u00e1vn\u00fdch platforem<\/div>\n

Pokud jde o vztahy s ve\u0159ejnost\u00ed, je platforma, kterou pou\u017eijete k p\u0159ed\u00e1n\u00ed sv\u00e9ho sd\u011blen\u00ed, stejn\u011b d\u016fle\u017eit\u00e1 jako sd\u011blen\u00ed samotn\u00e9. Je d\u016fle\u017eit\u00e9 zv\u00e1\u017eit, kter\u00e9 platformy se s nejv\u011bt\u0161\u00ed pravd\u011bpodobnost\u00ed dostanou k va\u0161\u00ed c\u00edlov\u00e9 skupin\u011b, a podle toho vytvo\u0159it sv\u00e9 sd\u011blen\u00ed. M\u011bli byste tak\u00e9 zv\u00e1\u017eit r\u016fzn\u00e9 typy obsahu, kter\u00e9 m\u016f\u017eete na jednotliv\u00fdch platform\u00e1ch pou\u017e\u00edt, abyste sv\u00e9 publikum je\u0161t\u011b v\u00edce zaujali. <\/p>\n

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Vypracov\u00e1n\u00ed strategick\u00e9ho pl\u00e1nu<\/div>\n

Pro \u00fasp\u011b\u0161nou kampa\u0148 public relations je nezbytn\u00e9 m\u00edt dob\u0159e definovan\u00fd pl\u00e1n. Tento pl\u00e1n by m\u011bl obsahovat c\u00edle a z\u00e1m\u011bry kampan\u011b, c\u00edlovou skupinu, sd\u011blen\u00ed, platformy, kter\u00e9 budou pou\u017eity, a zdroje pot\u0159ebn\u00e9 k realizaci kampan\u011b. Krom\u011b toho byste m\u011bli ur\u010dit rizika spojen\u00e1 s kampan\u00ed a zp\u016fsob, jak\u00fdm lze tato rizika zm\u00edrnit. <\/p>\n

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M\u011b\u0159en\u00ed v\u00fdsledk\u016f<\/div>\n

Po zah\u00e1jen\u00ed kampan\u011b je d\u016fle\u017eit\u00e9 m\u011b\u0159it jej\u00ed v\u00fdsledky, abyste se ujistili, \u017ee se va\u0161e \u00fasil\u00ed vypl\u00e1c\u00ed. M\u011bli byste m\u011b\u0159it zapojen\u00ed c\u00edlov\u00e9 skupiny, sledovat dosah sv\u00e9ho sd\u011blen\u00ed a vyhodnotit, jak \u00fasp\u011b\u0161n\u00e1 byla kampa\u0148 p\u0159i dosahov\u00e1n\u00ed sv\u00fdch c\u00edl\u016f. <\/p>\n

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P\u0159izp\u016fsoben\u00ed kampan\u011b<\/div>\n

Bez ohledu na to, jak dob\u0159e je kampa\u0148 pro vztahy s ve\u0159ejnost\u00ed p\u0159ipravena, je d\u016fle\u017eit\u00e9 z\u016fstat flexibiln\u00ed a kampa\u0148 podle pot\u0159eby p\u0159izp\u016fsobit. Pot\u0159eby c\u00edlov\u00e9 skupiny se mohou zm\u011bnit nebo m\u016f\u017ee doj\u00edt k p\u0159esycen\u00ed trhu podobn\u00fdmi sd\u011blen\u00edmi. Je d\u016fle\u017eit\u00e9 um\u011bt kampa\u0148 upravit, aby byla st\u00e1le sv\u011b\u017e\u00ed a relevantn\u00ed. <\/p>\n

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\u0158\u00edzen\u00ed pov\u011bsti<\/div>\n

Efektivn\u00ed kampa\u0148 v oblasti vztah\u016f s ve\u0159ejnost\u00ed by m\u011bla nejen sd\u011blovat va\u0161e sd\u011blen\u00ed, ale tak\u00e9 \u0159\u00eddit a chr\u00e1nit pov\u011bst va\u0161\u00ed organizace. Je d\u016fle\u017eit\u00e9 sledovat, jak ve\u0159ejnost vn\u00edm\u00e1 va\u0161i organizaci, \u0159e\u0161it p\u0159\u00edpadn\u00e9 negativn\u00ed ohlasy a vytv\u00e1\u0159et pozitivn\u00ed prost\u0159ed\u00ed pro va\u0161i zna\u010dku. <\/p>\n

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Vyhodnocen\u00ed kampan\u011b<\/div>\n

Na konci kampan\u011b je d\u016fle\u017eit\u00e9 vyhodnotit jej\u00ed \u00fasp\u011b\u0161nost a ur\u010dit oblasti, kter\u00e9 je t\u0159eba zlep\u0161it. M\u011bli byste p\u0159ezkoumat c\u00edle a z\u00e1m\u011bry kampan\u011b a pom\u011b\u0159it je s v\u00fdsledky. M\u011bli byste tak\u00e9 zv\u00e1\u017eit, jak \u00fasp\u011b\u0161n\u00e1 byla kampa\u0148 p\u0159i dosahov\u00e1n\u00ed sv\u00fdch c\u00edl\u016f a jak by mohla b\u00fdt v budoucnu vylep\u0161ena. <\/p>\n

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Stanoven\u00edm jasn\u00fdch c\u00edl\u016f, ur\u010den\u00edm c\u00edlov\u00e9 skupiny, vytvo\u0159en\u00edm sd\u011blen\u00ed, vyu\u017eit\u00edm spr\u00e1vn\u00fdch platforem, vypracov\u00e1n\u00edm strategick\u00e9ho pl\u00e1nu, m\u011b\u0159en\u00edm v\u00fdsledk\u016f, p\u0159izp\u016fsoben\u00edm kampan\u011b, \u0159\u00edzen\u00edm reputace a vyhodnocen\u00edm kampan\u011b m\u016f\u017eete zajistit, \u017ee va\u0161e kampa\u0148 v oblasti public relations \u00fasp\u011b\u0161n\u011b dos\u00e1hne sv\u00fdch c\u00edl\u016f. <\/p><\/div>\n

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FAQ<\/div>\n
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Jak\u00fdch 5 v\u011bc\u00ed d\u011bl\u00e1 kampa\u0148 public relations?<\/div>\n

1. Kampa\u0148 public relations vytv\u00e1\u0159\u00ed pov\u011bdom\u00ed. <\/p>\n

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2. Kampa\u0148 public relations buduje vztahy. <\/p>\n

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3. Kampa\u0148 pro styk s ve\u0159ejnost\u00ed chr\u00e1n\u00ed pov\u011bst. <\/p>\n

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4. Kampa\u0148 pro styk s ve\u0159ejnost\u00ed ovliv\u0148uje osoby s rozhodovac\u00ed pravomoc\u00ed. <\/p>\n

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5. Kampa\u0148 pro styk s ve\u0159ejnost\u00ed p\u0159in\u00e1\u0161\u00ed v\u00fdsledky. <\/p>\n<\/div>\n

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Jak\u00e9 jsou c\u00edle kampan\u011b?<\/div>\n

C\u00edle v kampani jsou to, \u010deho chcete marketingov\u00fdm \u00fasil\u00edm dos\u00e1hnout. Obvykle jsou c\u00edle konkr\u00e9tn\u00ed, m\u011b\u0159iteln\u00e9, dosa\u017eiteln\u00e9, realistick\u00e9 a \u010dasov\u011b omezen\u00e9 (SMART). Nap\u0159\u00edklad b\u011b\u017en\u00fdm c\u00edlem pro malou firmu m\u016f\u017ee b\u00fdt zv\u00fd\u0161en\u00ed pov\u011bdom\u00ed o zna\u010dce o X % v p\u0159\u00ed\u0161t\u00edch 6 m\u011bs\u00edc\u00edch. <\/p>\n<\/div>\n

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Jak\u00e9 jsou dobr\u00e9 c\u00edle kampan\u011b?<\/div>\n

Pro kampa\u0148 existuje \u0159ada dobr\u00fdch c\u00edl\u016f. N\u011bkter\u00e9 c\u00edle mohou b\u00fdt zv\u00fd\u0161en\u00ed pov\u011bdom\u00ed o zna\u010dce, generov\u00e1n\u00ed potenci\u00e1ln\u00edch z\u00e1kazn\u00edk\u016f, zv\u00fd\u0161en\u00ed prodeje nebo budov\u00e1n\u00ed loajality z\u00e1kazn\u00edk\u016f. Aby byla kampa\u0148 \u00fasp\u011b\u0161n\u00e1, je d\u016fle\u017eit\u00e9 zvolit c\u00edle, kter\u00e9 jsou konkr\u00e9tn\u00ed, m\u011b\u0159iteln\u00e9, dosa\u017eiteln\u00e9, relevantn\u00ed a \u010dasov\u011b ohrani\u010den\u00e9. <\/p>\n<\/div>\n

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Jak\u00e9 jsou 4 P public relations?<\/div>\n

4 P vztah\u016f s ve\u0159ejnost\u00ed jsou: <\/p>\n

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1. Pl\u00e1nov\u00e1n\u00ed – vypracov\u00e1n\u00ed strategick\u00e9ho pl\u00e1nu, kter\u00fd stanov\u00ed va\u0161e c\u00edle a z\u00e1m\u011bry <\/p>\n

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2. Pl\u00e1nov\u00e1n\u00ed – vypracov\u00e1n\u00ed strategick\u00e9ho pl\u00e1nu, kter\u00fd stanov\u00ed va\u0161e c\u00edle a z\u00e1m\u011bry Propagace – vytv\u00e1\u0159en\u00ed a realizace kampan\u00ed, kter\u00e9 zvy\u0161uj\u00ed pov\u011bdom\u00ed a vyvol\u00e1vaj\u00ed z\u00e1jem <\/p>\n

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3. Tisk – p\u011bstov\u00e1n\u00ed vztah\u016f s m\u00e9dii a zaji\u0161\u0165ov\u00e1n\u00ed zpravodajstv\u00ed <\/p>\n

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4. Publicita – z\u00edsk\u00e1v\u00e1n\u00ed zaslou\u017een\u00e9 pozornosti m\u00e9di\u00ed prost\u0159ednictv\u00edm zpr\u00e1v a ozn\u00e1men\u00ed <\/p>\n<\/div>\n

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Jak\u00e9 jsou kl\u00ed\u010dov\u00e9 publicity v PR kampani?<\/div>\n

V PR kampani existuj\u00ed \u010dty\u0159i kl\u00ed\u010dov\u00e9 ve\u0159ejnosti: zam\u011bstnanci, akcion\u00e1\u0159i, z\u00e1kazn\u00edci a m\u00e9dia. Ka\u017ed\u00e1 z t\u011bchto skupin ve\u0159ejnosti m\u00e1 jin\u00e9 pot\u0159eby a z\u00e1jmy a mus\u00ed b\u00fdt v kampani oslovena zvl\u00e1\u0161\u0165. <\/p>\n

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Zam\u011bstnanci jsou nejd\u016fle\u017eit\u011bj\u0161\u00ed ve\u0159ejnost\u00ed, proto\u017ee jsou to oni, kdo vykon\u00e1vaj\u00ed ka\u017edodenn\u00ed \u010dinnost spole\u010dnosti. Je t\u0159eba je informovat o c\u00edlech a z\u00e1m\u011brech kampan\u011b a o tom, jak jejich pr\u00e1ce p\u0159isp\u011bje k \u00fasp\u011bchu kampan\u011b. <\/p>\n

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Akcion\u00e1\u0159i jsou tak\u00e9 d\u016fle\u017eitou ve\u0159ejnost\u00ed, proto\u017ee jsou to oni, kdo poskytuj\u00ed spole\u010dnosti finan\u010dn\u00ed z\u00e1zem\u00ed. Je t\u0159eba je pr\u016fb\u011b\u017en\u011b informovat o pr\u016fb\u011bhu kampan\u011b a o tom, jak by m\u011bla ovlivnit hospod\u00e1\u0159sk\u00fd v\u00fdsledek spole\u010dnosti. <\/p>\n

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Z\u00e1kazn\u00edci jsou ti, kte\u0159\u00ed skute\u010dn\u011b vyu\u017e\u00edvaj\u00ed v\u00fdrobky nebo slu\u017eby spole\u010dnosti. Mus\u00ed b\u00fdt informov\u00e1ni o kampani a o tom, \u010deho se sna\u017e\u00ed dos\u00e1hnout, aby se mohli informovan\u011b rozhodnout, zda budou v\u00fdrobky nebo slu\u017eby spole\u010dnosti pou\u017e\u00edvat. <\/p>\n

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Posledn\u00ed kl\u00ed\u010dovou ve\u0159ejnost\u00ed jsou m\u00e9dia. Jsou to oni, kdo \u0161\u00ed\u0159\u00ed informace o kampani mezi \u0161irokou ve\u0159ejnost. Je d\u016fle\u017eit\u00e9 je pr\u016fb\u011b\u017en\u011b informovat o pr\u016fb\u011bhu kampan\u011b a zajistit, aby porozum\u011bli poselstv\u00ed, kter\u00e9 se jim kampa\u0148 sna\u017e\u00ed sd\u011blit.<\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Definice c\u00edl\u016f kampan\u011b pro styk s ve\u0159ejnost\u00ed Kampa\u0148 pro styk s ve\u0159ejnost\u00ed je strategick\u00e1 snaha ovlivnit ve\u0159ejn\u00e9 m\u00edn\u011bn\u00ed tak, aby podpo\u0159ilo ur\u010ditou v\u011bc, politiku nebo organizaci. Hlavn\u00edm c\u00edlem ka\u017ed\u00e9 PR kampan\u011b by m\u011blo b\u00fdt formov\u00e1n\u00ed vn\u00edm\u00e1n\u00ed va\u0161\u00ed organizace nebo probl\u00e9mu, kter\u00fd zastupujete, ve\u0159ejnost\u00ed, a abyste toho dos\u00e1hli, mus\u00edte si stanovit jasn\u00e9 c\u00edle, kter\u00fdmi se bude … \u010c\u00edst d\u00e1l<\/a><\/p>\n","protected":false},"author":3766,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[],"class_list":["post-13385","post","type-post","status-publish","format-standard","hentry","category-zalozeni-nove-firmy"],"_links":{"self":[{"href":"https:\/\/soubory.info\/znalost\/wp-json\/wp\/v2\/posts\/13385","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/soubory.info\/znalost\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/soubory.info\/znalost\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/soubory.info\/znalost\/wp-json\/wp\/v2\/users\/3766"}],"replies":[{"embeddable":true,"href":"https:\/\/soubory.info\/znalost\/wp-json\/wp\/v2\/comments?post=13385"}],"version-history":[{"count":0,"href":"https:\/\/soubory.info\/znalost\/wp-json\/wp\/v2\/posts\/13385\/revisions"}],"wp:attachment":[{"href":"https:\/\/soubory.info\/znalost\/wp-json\/wp\/v2\/media?parent=13385"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/soubory.info\/znalost\/wp-json\/wp\/v2\/categories?post=13385"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/soubory.info\/znalost\/wp-json\/wp\/v2\/tags?post=13385"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}