{"id":1960,"date":"2017-08-02T15:08:14","date_gmt":"2017-08-02T14:08:14","guid":{"rendered":"https:\/\/amecorg.com\/amecframework\/cs\/?page_id=1960"},"modified":"2024-11-25T16:48:42","modified_gmt":"2024-11-25T16:48:42","slug":"nazory-odborniku","status":"publish","type":"page","link":"https:\/\/amec.blazedev.co.uk\/amecframework\/cs\/domov\/supporting-material\/nazory-odborniku\/","title":{"rendered":"N\u00c1ZORY ODBORN\u00cdK\u016e"},"content":{"rendered":"<div class='clear'><\/div><div id='sub_menu1'  class='av-submenu-container av-av_submenu-17dd3491bfd896bb8ec94a709d963a28 main_color  avia-builder-el-0  el_before_av_section  avia-builder-el-first  side-menu av-sticky-submenu container_wrap fullsize' style='z-index:301' ><div class='container av-menu-mobile-disabled av-submenu-pos-center'><ul id='av-custom-submenu-1' class='av-subnav-menu' role='menu'>\n<li class='menu-item av-av_submenu_item-07f4ad834ee76efd1239973ae0bcf528 menu-item-top-level menu-item-top-level-1' role='menuitem'><a href='#proving-value'  ><span class='avia-bullet'><\/span><span class='avia-menu-text'>JAK V INTEGROVAN\u00c9M SV\u011aT\u011a DOK\u00c1ZAT, \u017dE NAB\u00cdZ\u00cdME N\u011aCO HODNOTN\u00c9HO<\/span><\/a><\/li>\n<li class='menu-item av-av_submenu_item-7179dbb3b47bcc9cb95e4406f475aa47 menu-item-top-level menu-item-top-level-2' role='menuitem'><a href='#why-measurement-matters'  ><span class='avia-bullet'><\/span><span class='avia-menu-text'>PRO\u010c NA M\u011a\u0158EN\u00cd Z\u00c1LE\u017d\u00cd<\/span><\/a><\/li>\n<li class='menu-item av-av_submenu_item-35d8129edd2102fe81536239b191926a menu-item-top-level menu-item-top-level-3' role='menuitem'><a href='#the-pesco-channel'  ><span class='avia-bullet'><\/span><span class='avia-menu-text'>PESO KAN\u00c1LY.<\/span><\/a><\/li>\n<li class='menu-item av-av_submenu_item-b61a7f02fde4a6ff3d8706f8ac68c683 menu-item-top-level menu-item-top-level-4' role='menuitem'><a href='#performance-public-relations'  ><span class='avia-bullet'><\/span><span class='avia-menu-text'>V\u00ddZNAM PUBLIC RELATIONS<\/span><\/a><\/li>\n<li class='menu-item av-av_submenu_item-a60d93bb79907a3e4ee2c8cfc8f86113 menu-item-top-level menu-item-top-level-5' role='menuitem'><a href='#if-your-failing'  ><span class='avia-bullet'><\/span><span class='avia-menu-text'>KDY\u017d NEPL\u00c1NUJETE, PL\u00c1NUJETE SELH\u00c1N\u00cd<\/span><\/a><\/li>\n<li class='menu-item av-av_submenu_item-50eecf40ae022a859e39e5d79c6cc04a menu-item-top-level menu-item-top-level-6' role='menuitem'><a href='#top-tips'  ><span class='avia-bullet'><\/span><span class='avia-menu-text'>TIPY PRO PL\u00c1NOV\u00c1N\u00cd A UR\u010cEN\u00cd C\u00cdL\u016e<\/span><\/a><\/li>\n<li class='menu-item av-av_submenu_item-845e72ad6c557c48d5bf0c92c2e36e3e menu-item-top-level menu-item-top-level-7' role='menuitem'><a href='#measuring-reputation'  ><span class='avia-bullet'><\/span><span class='avia-menu-text'>M\u011a\u0158EN\u00cd REPUTACE<\/span><\/a><\/li>\n<li class='menu-item av-av_submenu_item-f65d0160370710df55036ad3c1d02d9a menu-item-top-level menu-item-top-level-8' role='menuitem'><a href='#effectiveness-story'  ><span class='avia-bullet'><\/span><span class='avia-menu-text'>JAK MLUVIT O EFEKTIVNOSTI<\/span><\/a><\/li>\n<li class='menu-item av-av_submenu_item-752cc45ea1e67c26ab26326cdc0efbfd menu-item-top-level menu-item-top-level-9' role='menuitem'><a href='#conclusion'  ><span class='avia-bullet'><\/span><span class='avia-menu-text'>Z\u00c1V\u011aRE\u010cN\u00c9 SLOVO<\/span><\/a><\/li>\n<\/ul><\/div><\/div><div class='sticky_placeholder'><\/div>\n<div id='proving-value'  class='avia-section av-av_section-46420b1142f37fb7579555108e4e1361 main_color avia-section-default avia-no-shadow  avia-builder-el-1  el_after_av_submenu  el_before_av_section  avia-bg-style-scroll container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-1960'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_third-6126cab7d8fab8d08143dd2dacdf673c\">\n.flex_column.av-av_one_third-6126cab7d8fab8d08143dd2dacdf673c{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_third-6126cab7d8fab8d08143dd2dacdf673c av_one_third  avia-builder-el-2  el_before_av_two_third  avia-builder-el-first  first flex_column_div av-zero-column-padding  '     ><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_two_third-0aa7055fe62c3622faec82866afbaeb2\">\n.flex_column.av-av_two_third-0aa7055fe62c3622faec82866afbaeb2{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_two_third-0aa7055fe62c3622faec82866afbaeb2 av_two_third  avia-builder-el-3  el_after_av_one_third  avia-builder-el-last  flex_column_div av-zero-column-padding  '     ><section  class='av_textblock_section av-av_textblock-35972167d9f102c5ddaec0c531c98b9e '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><h2>JAK V INTEGROVAN\u00c9M SV\u011aT\u011a DOK\u00c1ZAT, \u017dE NAB\u00cdZ\u00cdME N\u011aCO HODNOTN\u00c9HO<\/h2>\n<div id=\"u4637-6\" class=\"clearfix colelem shared_content\" data-content-guid=\"u4637-6_content\">\n<h3 id=\"u4637-4\">PRO\u010c SE MUS\u00cdME P\u0158ESTAT OMEZOVAT JEN NA M\u011a\u0158EN\u00cd V\u00ddSTUP\u016e<\/h3>\n<\/div>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe\">\n#top .hr.av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe{\nmargin-top:30px;\nmargin-bottom:30px;\n}\n.hr.av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe .hr-inner{\nwidth:300px;\nborder-color:#ff5800;\n}\n<\/style>\n<div  class='hr av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe hr-custom  avia-builder-el-5  el_after_av_textblock  el_before_av_team_member  hr-left hr-icon-no'><span class='hr-inner inner-border-av-border-fat'><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='avia-team-member av-av_team_member-aae2948f78f3ec57e6b78932b6cb42aa  avia-builder-el-6  el_after_av_hr  el_before_av_textblock '  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/Person\" ><div class=\"team-img-container\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-90 avia-img-lazy-loading-not-90 avia_image avia_image_team' src=\"https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/Richard-Bagnall-1.jpg\" alt='Richard Bagnall'  itemprop=\"image\"   height=\"92\" width=\"92\" srcset=\"https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/Richard-Bagnall-1.jpg 92w, https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/Richard-Bagnall-1-80x80.jpg 80w, https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/Richard-Bagnall-1-36x36.jpg 36w\" sizes=\"(max-width: 92px) 100vw, 92px\" \/><div class=\"team-social\"><div class=\"team-social-inner\"><span class='hidden av_member_url_markup twitter'  itemprop=\"url\" >https:\/\/twitter.com\/richardbagnall<\/span><a href='https:\/\/twitter.com\/richardbagnall' class='avia-team-icon av-av_team_icon-ab87a77926b8f129fb63be138573226c twitter avia-iconfont avia-font-entypo-fontello' rel='v:url'  target='_blank' data-av_icon='\ue8f1' data-av_iconfont='entypo-fontello' ><\/a><\/div><\/div><\/div><h3 class='team-member-name '  itemprop=\"name\" >Richard Bagnall<\/h3><div class='team-member-description '  itemprop=\"description\" ><p>Board Director AMEC,<br \/>\nCEO PRIME Research UK<\/p>\n<\/div><span class='hidden team-member-affiliation'  itemprop=\"affiliation\" >AMEC Integrated Evaluation Framework<\/span><\/section><br \/>\n<section  class='av_textblock_section av-av_textblock-35972167d9f102c5ddaec0c531c98b9e '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p>Existuje \u0159ada d\u016fvod\u016f, pro\u010d se n\u00e1\u0161 obor mus\u00ed posunout d\u00e1l a p\u0159estat se soust\u0159edit pouze na anal\u00fdzu obsahu. To dnes ji\u017e ke komplexn\u00edmu m\u011b\u0159en\u00ed neposta\u010duje. A\u0165 se v\u00e1m to l\u00edb\u00ed nebo ne, v dne\u0161n\u00edm sv\u011bt\u011b u\u017e \u0159ada metrik, na n\u011b\u017e jsme spol\u00e9hali p\u0159i m\u011b\u0159en\u00ed komunikace v minulosti, ztr\u00e1c\u00ed na v\u00fdznamu.<\/p>\n<p>Sv\u011bt m\u00e9di\u00ed se zv\u011bt\u0161uje a roz\u0161i\u0159uje \u2013 neust\u00e1le p\u0159ib\u00fdvaj\u00ed nov\u00e9 kan\u00e1ly a sd\u011blovac\u00ed prost\u0159edky. Na druhou stranu lid\u00e9 u\u017e nev\u011bnuj\u00ed tolik pozornosti t\u0159\u00edd\u011bn\u00ed informac\u00ed a jejich \u201ezorn\u00e9 pole\u201c se zu\u017euje. Komunika\u010dn\u00ed kan\u00e1ly rozd\u011blujeme na placen\u00e9, z\u00edskan\u00e9, sd\u00edlen\u00e9 a vlastn\u011bn\u00e9, a je st\u00e1le obt\u00ed\u017en\u011bj\u0161\u00ed v\u00fdstupy z nich p\u0159esn\u011b a smyslupln\u011b vyhodnocovat podle p\u016fvodn\u00edch metrik.<\/p>\n<p>Nav\u00edc je obt\u00ed\u017en\u00e9 v\u016fbec v\u016fbec z\u00edskat pravdiv\u00e9 informace. M\u00e9dia si toti\u017e \u0159adu podstatn\u00fdch informac\u00ed nech\u00e1vaj\u00ed pro sebe a data se daj\u00ed snadno o\u0161idit. Proto v\u011bt\u0161ina tradi\u010dn\u00edch ukazatel\u016f a metrik ztratila svou vypov\u00eddaj\u00edc\u00ed hodnotu.<\/p>\n<p>V roce 2016 jsem o tomto probl\u00e9mu hovo\u0159il p\u0159i sv\u00e9 p\u0159edn\u00e1\u0161ce na PR Conference, kter\u00e1 se ka\u017edoro\u010dn\u011b kon\u00e1 v Norsku. Z\u00e1znam m\u00e9 20minutov\u00e9 prezentace m\u016f\u017eete shl\u00e9dnout n\u00ed\u017ee. Nebojte se, je to cel\u00e9 v angli\u010dtin\u011b!<\/p>\n<\/div><\/section><br \/>\n<br \/>\n<section  class='av_textblock_section av-av_textblock-35972167d9f102c5ddaec0c531c98b9e '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p>V dne\u0161n\u00edm propojen\u00e9m sv\u011bt\u011b se o\u010dek\u00e1v\u00e1, \u017ee PR bude fungovat stejn\u011b dob\u0159e v placen\u00fdch, vlastn\u011bn\u00fdch, sd\u00edlen\u00fdch i z\u00edskan\u00fdch m\u00e9di\u00edch. Je jasn\u00e9, \u017ee sv\u016fj p\u0159\u00edstup ke komunikaci mus\u00edme zm\u011bnit a posunout kup\u0159edu. Mus\u00edme p\u0159estat s pouh\u00fdm s\u010d\u00edt\u00e1n\u00edm outputs (v\u00fdstup\u016f) a br\u00e1t v \u00favahu tak\u00e9 outtakes (co si publikum z komunikovan\u00e9ho sd\u011blen\u00ed vezme) a outcomes (v\u00fdsledky), kter\u00e9 jsou rovn\u011b\u017e produktem na\u0161\u00ed pr\u00e1ce.<\/p>\n<p>A p\u0159esn\u011b to d\u011bl\u00e1 Integrovan\u00fd hodnot\u00edc\u00ed r\u00e1mec asociace AMEC \u2013 p\u0159edstavuje jednoduch\u00fd n\u00e1vod pro efektivn\u00ed zp\u016fsob komunikace, postupuje p\u0159itom od c\u00edl\u016f a c\u00edlov\u00e9ho publika, p\u0159es pl\u00e1nov\u00e1n\u00ed, \u00fakoly, aktivity, outputs, outtakes, a outcomes a\u017e k celkov\u00e9mu dopadu komunikace na obchodn\u00ed \u010dinnost firmy. Sledovat v\u00fdkonnost pracovn\u00edk\u016f v PR bude m\u00edt smysl pouze tehdy, budeme-li m\u011b\u0159it celkov\u00fd efekt jejich pr\u00e1ce.<\/p>\n<\/div><\/section><\/p><\/div><\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='why-measurement-matters'  class='avia-section av-av_section-47635f304a489258f79c325a01e02b2e main_color avia-section-default avia-no-shadow  avia-builder-el-10  el_after_av_section  el_before_av_section  avia-bg-style-scroll container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-1960'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_third-6126cab7d8fab8d08143dd2dacdf673c\">\n.flex_column.av-av_one_third-6126cab7d8fab8d08143dd2dacdf673c{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_third-6126cab7d8fab8d08143dd2dacdf673c av_one_third  avia-builder-el-11  el_before_av_two_third  avia-builder-el-first  first flex_column_div av-zero-column-padding  '     ><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_two_third-0aa7055fe62c3622faec82866afbaeb2\">\n.flex_column.av-av_two_third-0aa7055fe62c3622faec82866afbaeb2{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_two_third-0aa7055fe62c3622faec82866afbaeb2 av_two_third  avia-builder-el-12  el_after_av_one_third  avia-builder-el-last  flex_column_div av-zero-column-padding  '     ><section  class='av_textblock_section av-av_textblock-35972167d9f102c5ddaec0c531c98b9e '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><h2>PRO\u010c NA M\u011a\u0158EN\u00cd Z\u00c1LE\u017d\u00cd<\/h2>\n<h3>POHLED GLOB\u00c1LN\u00cd PR AGENTURY<\/h3>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe\">\n#top .hr.av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe{\nmargin-top:30px;\nmargin-bottom:30px;\n}\n.hr.av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe .hr-inner{\nwidth:300px;\nborder-color:#ff5800;\n}\n<\/style>\n<div  class='hr av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe hr-custom  avia-builder-el-14  el_after_av_textblock  el_before_av_team_member  hr-left hr-icon-no'><span class='hr-inner inner-border-av-border-fat'><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='avia-team-member av-av_team_member-0b22bc4fee9ff39298b7ba336ee4f34c  avia-builder-el-15  el_after_av_hr  el_before_av_textblock '  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/Person\" ><div class=\"team-img-container\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-91 avia-img-lazy-loading-not-91 avia_image avia_image_team' src=\"https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/giles-peddy-meet-the-team.jpg\" alt='Giles Peddy'  itemprop=\"image\"   height=\"79\" width=\"81\" srcset=\"https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/giles-peddy-meet-the-team.jpg 81w, https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/giles-peddy-meet-the-team-80x79.jpg 80w, https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/giles-peddy-meet-the-team-36x36.jpg 36w\" sizes=\"(max-width: 81px) 100vw, 81px\" \/><div class=\"team-social\"><div class=\"team-social-inner\"><span class='hidden av_member_url_markup twitter'  itemprop=\"url\" >https:\/\/twitter.com\/GilesPeddy<\/span><a href='https:\/\/twitter.com\/GilesPeddy' class='avia-team-icon av-av_team_icon-6300a3b097d3a050f267f327e41db236 twitter avia-iconfont avia-font-entypo-fontello' rel='v:url'   data-av_icon='\ue8f1' data-av_iconfont='entypo-fontello' ><\/a><\/div><\/div><\/div><h3 class='team-member-name '  itemprop=\"name\" >Giles Peddy<\/h3><div class='team-member-description '  itemprop=\"description\" ><p>Group Managing Director<br \/>\nUK, LEWIS<\/p>\n<\/div><span class='hidden team-member-affiliation'  itemprop=\"affiliation\" >AMEC Integrated Evaluation Framework<\/span><\/section><br \/>\n<section  class='av_textblock_section av-av_textblock-35972167d9f102c5ddaec0c531c98b9e '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p>Ze slova m\u011b\u0159en\u00ed dost\u00e1vali odborn\u00edci na komunikaci cel\u00e1 l\u00e9ta kop\u0159ivku. Nebo neodolatelnou chu\u0165 na sklenku n\u011b\u010deho siln\u00e9ho. \u00dapln\u011b to vid\u00edm. Jeden p\u0159erovn\u00e1 pap\u00edry na stole, odka\u0161le si a za\u010dne si nepohodln\u011b o\u0161\u00edvat v k\u0159esle. V\u0161ichni se styd\u00edme p\u0159iznat, \u017ee m\u011b\u0159en\u00ed komunikace n\u00e1m nikdy moc ne\u0161lo.<\/p>\n<p>V\u00edtr se v\u0161ak v n\u011bkolika posledn\u00edch letech obrac\u00ed. Firmy si st\u00e1le v\u00edce uv\u011bdomuj\u00ed, \u017ee komunikace m\u00e1 velkou strategickou hodnotu. P\u0159i obhajob\u011b rozpo\u010dt\u016f se v mnohem v\u011bt\u0161\u00ed m\u00ed\u0159e zohled\u0148uj\u00ed dopady na c\u00edle organizace. M\u011b\u0159en\u00ed obecn\u011b nab\u00fdv\u00e1 na v\u00fdznamu.<\/p>\n<p>St\u00e1le jsem ale p\u0159esv\u011bd\u010den, \u017ee n\u00e1s brzd\u00ed absence pevn\u011b dan\u00fdch postup\u016f, metodologi\u00ed, norem a taxonomie, kter\u00e9 by jasn\u011b \u0159\u00edkaly, jak m\u00e1 m\u011b\u0159en\u00ed vypadat. To plat\u00ed zejm\u00e9na v agentur\u00e1ch, p\u0159i\u010dem\u017e v\u011bt\u0161ina pr\u00e1ce spojen\u00e9 s m\u011b\u0159en\u00edm a vyhodnocov\u00e1n\u00edm spo\u010d\u00edv\u00e1 \u010dasto pr\u00e1v\u011b na nich.<\/p>\n<p>Komplexn\u00ed hodnot\u00edc\u00ed r\u00e1mec je zat\u00edm roz\u0161\u00ed\u0159en jen v mal\u00e9 m\u00ed\u0159e. To je vid\u011bt i na tom, \u017ee m\u011b\u0159en\u00ed komunikace je v mnoha p\u0159\u00edpadech zam\u011b\u0159eno pouze na outputs (v\u00fdstupy) a outcomes (v\u00fdsledky) PR. Ale co impact (dopad) na organizaci? Jak dan\u00e1 kampa\u0148 \u010di aktivita ovlivnila pozici firmy v o\u010d\u00edch z\u00e1kazn\u00edk\u016f? Zv\u00fd\u0161ilo se pov\u011bdom\u00ed o firm\u011b? Byl zaznamen\u00e1n posun ve vn\u00edm\u00e1n\u00ed sd\u011blen\u00ed c\u00edlovou skupinou? Zv\u00fd\u0161ila se popt\u00e1vka po produktu \u010di slu\u017eb\u011b?<\/p>\n<p>M\u011b\u0159en\u00ed na t\u00e9to \u00farovni prob\u00edh\u00e1 m\u00e1lokdy, a\u010dkoliv se to zlep\u0161uje. \u00dapln\u011b nejd\u0159\u00edv si mus\u00edme polo\u017eit jednoduchou ot\u00e1zku: Jak tato pr\u00e1ce pom\u016f\u017ee firm\u011b m\u00e9ho klienta?<\/p>\n<p>Je d\u016fle\u017eit\u00e9 zam\u011b\u0159it se na c\u00edl, kter\u00fd si firma stanovila, a\u0165 u\u017e je jak\u00fdkoliv. V\u00edme-li, na \u010dem firm\u011b z\u00e1le\u017e\u00ed, je pro n\u00e1s snadn\u011bj\u0161\u00ed nal\u00e9zt vhodn\u00e9 m\u011b\u0159\u00edc\u00ed ukazatele.<\/p>\n<p>A proto by si v\u0161ichni, kdo se pohybuj\u00ed v public relations, m\u011bli osvojit interaktivn\u00ed r\u00e1mec asociace AMEC. Nov\u00fd hodnot\u00edc\u00ed n\u00e1stroj obsahuje jasnou metodologii, na jej\u00edm\u017e z\u00e1klad\u011b lze sestavit vhodn\u00fd m\u011b\u0159iteln\u00fd pl\u00e1n komunikace a n\u00e1sledn\u011b i vyhodnotit \u00fasp\u011b\u0161nost.<\/p>\n<p>Mnoho lid\u00ed v\u00e1m si mysl\u00ed, \u017ee pro vyhodnocen\u00ed komunikace je nutn\u00e9 m\u00edt obrovsk\u00e9 mno\u017estv\u00ed dat z mnoha \u00fatvar\u016f organizace. Ano, tak tomu opravdu je. Hodnot\u00edc\u00ed r\u00e1mec v\u00e1m ale tuto pr\u00e1ci usnadn\u00ed. S jeho pomoc\u00ed si ujasn\u00edte, jak\u00e1 data je pot\u0159eba sesb\u00edrat, kdo je vlastn\u00ed a jakou maj\u00ed v\u00e1hu.<\/p>\n<p>Nejd\u0159\u00edve n\u00e1m v\u0161ak klienti mus\u00ed umo\u017enit data zp\u0159\u00edstupnit. Pot\u00e9 teprve m\u016f\u017eeme svou pr\u00e1ci m\u011b\u0159it mnohem strategi\u010dt\u011bj\u0161\u00edm zp\u016fsobem. S interaktivn\u00edm hodnot\u00edc\u00edm r\u00e1mcem se PR odborn\u00edk\u016fm nyn\u00ed nab\u00edz\u00ed mo\u017enost z\u00edskat nov\u00fd pohled na v\u011bc, na jeho z\u00e1klad\u011b zm\u011bnit p\u0159\u00edstup a dos\u00e1hnout lep\u0161\u00edch v\u00fdsledk\u016f v p\u0159\u00ed\u0161t\u00ed kampani.<\/p>\n<p>Mo\u017en\u00e1 se v\u00e1m n\u011bkter\u00e9 \u010d\u00e1sti marketingov\u00e9ho mixu zdaj\u00ed zbyte\u010dn\u00e9, ale je dobr\u00e9 je v\u0161echny vyzkou\u0161et a pak teprve ur\u010dit ten, kter\u00fd je pro v\u00e1s nejvhodn\u011bj\u0161\u00ed. Nakonec v\u0161ude a v\u017edy plat\u00ed, \u017ee kde je jasn\u00fd pl\u00e1n, tam je i cesta.<\/p>\n<p>V praxi se ukazuje, \u017ee v\u011bt\u0161ina lid\u00ed se diskuz\u00edch okolo m\u011b\u0159en\u00ed rad\u011bji vyh\u00fdb\u00e1. To je ale \u0161patn\u011b. Zkuste se na to zam\u011b\u0159it, hodnocen\u00ed efektivnosti je opravdu nezbytn\u00e9 pro \u00fasp\u011b\u0161n\u00e9 podnik\u00e1n\u00ed v na\u0161em oboru. Interaktivn\u00ed hodnot\u00edc\u00ed r\u00e1mec bude va\u0161\u00edm pr\u016fvodcem. Obor komunikace a PR se rychle prom\u011b\u0148uje, a proto mus\u00edme b\u00fdt schopni okam\u017eit\u011b a spr\u00e1vn\u011b reagovat a orientovat se v nest\u00e1l\u00e9m prost\u0159ed\u00ed.<\/p>\n<\/div><\/section><\/p><\/div>\n<\/p>\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='the-pesco-channel'  class='avia-section av-av_section-3be72f863e2b36d425ca0415e102a6d0 main_color avia-section-default avia-no-shadow  avia-builder-el-17  el_after_av_section  el_before_av_section  avia-bg-style-scroll container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-1960'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_third-6126cab7d8fab8d08143dd2dacdf673c\">\n.flex_column.av-av_one_third-6126cab7d8fab8d08143dd2dacdf673c{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_third-6126cab7d8fab8d08143dd2dacdf673c av_one_third  avia-builder-el-18  el_before_av_two_third  avia-builder-el-first  first flex_column_div av-zero-column-padding  '     ><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_two_third-0aa7055fe62c3622faec82866afbaeb2\">\n.flex_column.av-av_two_third-0aa7055fe62c3622faec82866afbaeb2{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_two_third-0aa7055fe62c3622faec82866afbaeb2 av_two_third  avia-builder-el-19  el_after_av_one_third  avia-builder-el-last  flex_column_div av-zero-column-padding  '     ><section  class='av_textblock_section av-av_textblock-35972167d9f102c5ddaec0c531c98b9e '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><h2 id=\"u5962-2\">PESO KAN\u00c1LY.<\/h2>\n<h3 id=\"u5962-4\">CO JSOU ZA\u010c A PRO\u010c NA NICH Z\u00c1LE\u017d\u00cd<\/h3>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe\">\n#top .hr.av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe{\nmargin-top:30px;\nmargin-bottom:30px;\n}\n.hr.av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe .hr-inner{\nwidth:300px;\nborder-color:#ff5800;\n}\n<\/style>\n<div  class='hr av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe hr-custom  avia-builder-el-21  el_after_av_textblock  el_before_av_team_member  hr-left hr-icon-no'><span class='hr-inner inner-border-av-border-fat'><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='avia-team-member av-av_team_member-8d6ad2ea9a818f6c73045a28e7aab3ea  avia-builder-el-22  el_after_av_hr  el_before_av_textblock '  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/Person\" ><div class=\"team-img-container\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-93 avia-img-lazy-loading-not-93 avia_image avia_image_team' src=\"https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/gini-dietrich.jpg\" alt='Gini Dietrich'  itemprop=\"image\"   height=\"100\" width=\"79\" \/><div class=\"team-social\"><div class=\"team-social-inner\"><span class='hidden av_member_url_markup twitter'  itemprop=\"url\" >https:\/\/twitter.com\/ginidietrich<\/span><a href='https:\/\/twitter.com\/ginidietrich' class='avia-team-icon av-av_team_icon-d10ed745c3308751fb9d78750ccab738 twitter avia-iconfont avia-font-entypo-fontello' rel='v:url'   data-av_icon='\ue8f1' data-av_iconfont='entypo-fontello' ><\/a><\/div><\/div><\/div><h3 class='team-member-name '  itemprop=\"name\" >Gini Dietrich<\/h3><div class='team-member-description '  itemprop=\"description\" ><p>CEO<br \/>\nArment Dietrich Inc<\/p>\n<\/div><span class='hidden team-member-affiliation'  itemprop=\"affiliation\" >AMEC Integrated Evaluation Framework<\/span><\/section><br \/>\n<section  class='av_textblock_section av-av_textblock-35972167d9f102c5ddaec0c531c98b9e '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p>\u201eSetk\u00e1n\u00ed je za\u010d\u00e1tek, soudr\u017enost je pokrok a\u00a0spolupr\u00e1ce je \u00fasp\u011bch,\u201c pravil <a href=\"http:\/\/www.biography.com\/people\/henry-ford-9298747\">Henry Ford<\/a>. Tuto univerz\u00e1ln\u00ed my\u0161lenku lze pou\u017e\u00edt snad ve v\u0161ech mo\u017en\u00fdch odv\u011btv\u00edch, v\u010detn\u011b komunikace a PR. A je dobr\u00e9 ji m\u00edt na pam\u011bti i p\u0159i p\u0159\u00edprav\u011b komunika\u010dn\u00ed strategie.<\/p>\n<p>Na t\u00e9to my\u0161lenky stoj\u00ed i tzv. model <a href=\"http:\/\/spinsucks.com\/communication\/pr-pros-must-embrace-the-peso-model\/\">PESO<\/a>. N\u00e1zev se skl\u00e1d\u00e1 ze slov <i>paid <\/i>\u2013 placen\u00e1, <i>earned <\/i>\u2013 z\u00edskan\u00e1, <i>shared <\/i>\u2013 sd\u00edlen\u00e1 a\u00a0<i>owned <\/i>\u2013 vlastn\u011bn\u00e1 m\u00e9dia. Model PESO p\u0159istupuje ke komunikaci ucelen\u00fdm zp\u016fsobem a klade d\u016fraz na obchodn\u00ed p\u0159\u00ednos \u2013 tj. spokojen\u00ed z\u00e1kazn\u00edci, v\u011bt\u0161\u00ed v\u00fdnosy a zisky nebo nov\u00ed partne\u0159i. Je na\u010dase, aby se na na\u0161i pr\u00e1ci za\u010dalo pohl\u00ed\u017eet jako na investici, nikoli jako na v\u00fddaj. A pr\u00e1v\u011b s\u00a0t\u00edm v\u00e1m PESO model pom\u016f\u017ee, pokud jej aplikujete spr\u00e1vn\u011b.<\/p>\n<p>P\u016fjdu na to jinak, ne\u017e je tomu obvykle \u2013 za\u010dnu od konce&#8230; Tedy s\u00a0vlastn\u011bn\u00fdmi m\u00e9dii.<\/p>\n<p>Vlastn\u011bn\u00e1 m\u00e9dia zpravidla stoj\u00ed v\u00a0centru komunika\u010dn\u00edch program\u016f. Novin\u00e1\u0159i se v\u017edy nejprve zaj\u00edmaj\u00ed o tom, zda byli va\u0161e p\u0159\u00edsp\u011bvky publikov\u00e1ny i v\u00a0jin\u00fdch sd\u011blovac\u00edch prost\u0159edc\u00edch. Bez vlastn\u011bn\u00fdch m\u00e9di\u00ed nem\u00e1te obsah pro soci\u00e1ln\u00ed a jin\u00e9 online kan\u00e1ly. Dne\u0161n\u00ed sv\u011bt vy\u017eaduje, abychom byli permanentn\u011b online a v obraze. Bez smyslupln\u00e9ho obsahu jednodu\u0161e nem\u00e1te \u0161anci usp\u011bt. <\/p>\n<p>Vlastn\u011bn\u00e1 m\u00e9dia jsou opravdu d\u016fle\u017eit\u00fdm t\u011b\u017ei\u0161t\u011bm a\u00a0sestavit bez nich ucelen\u00fd program je prakticky nemo\u017en\u00e9.<\/p>\n<p>Pokud m\u00e1te v\u00a0z\u00e1sob\u011b kvalitn\u00ed zdroje z\u00a0vlastn\u011bn\u00fdch m\u00e9di\u00edch, je pot\u0159eba to rozk\u0159iknout do sv\u011bta \u2013 tedy tyto informace \u0161\u00ed\u0159it a zpropagovat p\u0159es soci\u00e1ln\u00ed s\u00edt\u011b. <\/p>\n<p>Online kan\u00e1ly a r\u016fzn\u00e9 platformy soci\u00e1ln\u00edch m\u00e9di\u00ed p\u0159ib\u00fdvaj\u00ed ka\u017ed\u00fdm dnem. Nen\u00ed ale nutn\u00e9 vyu\u017e\u00edvat \u00fapln\u011b v\u0161echny. Naopak, je nutn\u00e9 zjistit, kter\u00e9 z nich maj\u00ed pro v\u00e1s business n\u011bjak\u00fd smysl. Tak\u017ee je klidn\u011b v\u0161echny vyzkou\u0161ejte a sami uvid\u00edte, kter\u00e9 z\u00a0nich jsou pro v\u00e1s vhodn\u00e9. <\/p>\n<p>Dal\u0161\u00edm kan\u00e1lem, na kter\u00fd je dobr\u00e9 se zam\u011b\u0159it, jsou m\u00e9dia placen\u00e1. To je va\u0161e p\u0159\u00edle\u017eitost zv\u00fd\u0161it hlasitost sd\u011blen\u00ed pomoc\u00ed reklamy a p\u0159ibl\u00ed\u017eit se k c\u00edlov\u00e9 skupin\u011b. N\u011bkter\u00e9 platformy nab\u00edz\u00ed mo\u017enost inzerce za velmi n\u00edzkou cenu okolo 5 dolar\u016f\/den. Facebook, LinkedIn i\u00a0Twitter maj\u00ed vlastn\u00ed mo\u017enosti inzerce a\u00a0t\u011bm, kdo u\u00a0nich inzeruj\u00ed poprv\u00e9, zpravidla nab\u00edzej\u00ed zv\u00fdhodn\u011bn\u00e9 pouk\u00e1zky. Tak\u017ee pro\u010d to nevyzkou\u0161et?<\/p>\n<p>Pravd\u011bpodobn\u011b se v\u00e1m nechce platit za ka\u017edi\u010dk\u00fd p\u0159\u00edsp\u011bvek na soci\u00e1ln\u00edch s\u00edt\u00edch. Nejlep\u0161\u00ed je sledovat nap\u0159. na m\u011bs\u00ed\u010dn\u00ed b\u00e1zi, kter\u00e1 platforma je nejv\u00edce efektivn\u00ed a do t\u00e9 pak zainvestovat. Sv\u016fj dosah samoz\u0159ejm\u011b m\u016f\u017eete podpo\u0159it i jin\u00fdmi n\u00e1stroji, jako je e-mail marketing nebo p\u0159\u00edsp\u011bvky na ciz\u00edch webech, tzv. guest blogging. <\/p>\n<p>Nyn\u00ed se dost\u00e1v\u00e1me k\u00a0z\u00edskan\u00fdm m\u00e9di\u00edm. Ka\u017ed\u00fd, kdo pracuje v\u00a0public relations v\u00ed, \u017ee na vztaz\u00edch z\u00e1l\u011b\u017e\u00ed \u2013 publicita zaji\u0161t\u011bn\u00e1 t\u0159et\u00ed stranou v\u00e1m dod\u00e1v\u00e1 na v\u011brohodnosti.<\/p>\n<p>Osobn\u00ed doporu\u010den\u00ed m\u00e1 samoz\u0159ejm\u011b nepopiratelnou s\u00edlu, a\u00a0i proto jsou z\u00edskan\u00e1 m\u00e9dia z\u00e1sadn\u011b pro z\u00edsk\u00e1n\u00ed autority. Nav\u00e1z\u00e1n\u00ed \u00fazk\u00fdch vztah\u016f vy\u017eaduje \u010das. Nejprve je pot\u0159eba v\u016fbec z\u00edskat d\u016fv\u011bru z\u00e1kazn\u00edka a pot\u00e9 o n\u011bj d\u016fkladn\u011b pe\u010dovat. V\u00fdsledky ze z\u00edskan\u00fdch m\u00e9di\u00ed se nemus\u00ed projevit okam\u017eit\u011b, ale budete-li je vyu\u017e\u00edvat v\u00a0kombinaci s\u00a0dal\u0161\u00edmi kan\u00e1ly, efekt se zn\u011bkolikan\u00e1sob\u00ed.<\/p>\n<p>PESO model samoz\u0159ejm\u011b nelze aplikovat v\u017edy a na cokoliv. Nejprve je nutn\u00e9 zajistit, aby do sebe jednotliv\u00e9 kan\u00e1ly zapadaly a jejich vyu\u017eit\u00ed d\u00e1valo smysl.<\/p>\n<\/div><\/section><\/p><\/div>\n\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='performance-public-relations'  class='avia-section av-av_section-fe7fde7c45b75a38db275c36861161b1 main_color avia-section-default avia-no-shadow  avia-builder-el-24  el_after_av_section  el_before_av_section  avia-bg-style-scroll container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-1960'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_third-6126cab7d8fab8d08143dd2dacdf673c\">\n.flex_column.av-av_one_third-6126cab7d8fab8d08143dd2dacdf673c{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_third-6126cab7d8fab8d08143dd2dacdf673c av_one_third  avia-builder-el-25  el_before_av_two_third  avia-builder-el-first  first flex_column_div av-zero-column-padding  '     ><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_two_third-0aa7055fe62c3622faec82866afbaeb2\">\n.flex_column.av-av_two_third-0aa7055fe62c3622faec82866afbaeb2{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_two_third-0aa7055fe62c3622faec82866afbaeb2 av_two_third  avia-builder-el-26  el_after_av_one_third  avia-builder-el-last  flex_column_div av-zero-column-padding  '     ><section  class='av_textblock_section av-av_textblock-e4c4518831caa9edbdca90b100cd9b37 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock performance-public-relations'  itemprop=\"text\" ><h2 id=\"u5962-2\">V\u00ddZNAM PUBLIC RELATIONS<\/h2>\n<p id=\"u6003-4\">PRO EFEKTIVN\u00cd PR JE NUTN\u00c9 UM\u011aT Z\u00cdSKAT T\u011a\u017dKO DOSTUPN\u00c1 DATA<\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe\">\n#top .hr.av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe{\nmargin-top:30px;\nmargin-bottom:30px;\n}\n.hr.av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe .hr-inner{\nwidth:300px;\nborder-color:#ff5800;\n}\n<\/style>\n<div  class='hr av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe hr-custom  avia-builder-el-28  el_after_av_textblock  el_before_av_team_member  hr-left hr-icon-no'><span class='hr-inner inner-border-av-border-fat'><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='avia-team-member av-av_team_member-3ac8e9ae2a1fb62f9971c03814d814ad  avia-builder-el-29  el_after_av_hr  el_before_av_textblock '  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/Person\" ><div class=\"team-img-container\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-94 avia-img-lazy-loading-not-94 avia_image avia_image_team' src=\"https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/stephen-waddington.jpg\" alt='Stephen Waddington'  itemprop=\"image\"   height=\"79\" width=\"79\" srcset=\"https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/stephen-waddington.jpg 79w, https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/stephen-waddington-36x36.jpg 36w\" sizes=\"(max-width: 79px) 100vw, 79px\" \/><div class=\"team-social\"><div class=\"team-social-inner\"><span class='hidden av_member_url_markup twitter'  itemprop=\"url\" >https:\/\/twitter.com\/wadds<\/span><a href='https:\/\/twitter.com\/wadds' class='avia-team-icon av-av_team_icon-40a70935f20bd856902cf7f9e44e7bb3 twitter avia-iconfont avia-font-entypo-fontello' rel='v:url'   data-av_icon='\ue8f1' data-av_iconfont='entypo-fontello' ><\/a><\/div><\/div><\/div><h3 class='team-member-name '  itemprop=\"name\" >Stephen Waddington<\/h3><div class='team-member-description '  itemprop=\"description\" ><p>Chief Engagement Officer<br \/>\nKetchum<\/p>\n<\/div><span class='hidden team-member-affiliation'  itemprop=\"affiliation\" >AMEC Integrated Evaluation Framework<\/span><\/section><br \/>\n<section  class='av_textblock_section av-av_textblock-35972167d9f102c5ddaec0c531c98b9e '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p>V\u00a0cel\u00e9m oboru komunikace a PR panuje obecn\u00e9 p\u0159esv\u011bd\u010den\u00ed, \u017ee m\u011b\u0159en\u00ed na\u0161\u00ed pr\u00e1ce je drah\u00e9. Lid\u00e9 se \u010dasto oh\u00e1n\u011bj\u00ed t\u00edm, \u017ee na kvalitn\u00ed m\u011b\u0159en\u00ed nemaj\u00ed finan\u010dn\u00ed prost\u0159edky. <\/p>\n<p>Pokud v\u0161ak v\u00fdsledky sv\u00e9 pr\u00e1ce nijak nesledujete, Va\u0161i organizaci to stoj\u00ed ve fin\u00e1le mnohem v\u00edc. Absence m\u011b\u0159en\u00ed brzd\u00ed V\u00e1\u0161 rozvoj.<\/p>\n<h4>M\u011a\u0158TE V\u00ddKON ORGANIZACE, NE V\u00ddKON M\u00c9DI\u00cd<\/h4>\n<p>M\u011b\u0159en\u00ed komunikace a PR je postaveno na tradi\u010dn\u00edch medi\u00e1ln\u00edch metrik\u00e1ch. Ty se k\u00a0dan\u00e9mu \u00fa\u010delu ale p\u0159estaly hodit a zna\u010dn\u011b ztr\u00e1c\u00ed na sv\u00e9 hodnot\u011b. <\/p>\n<p>V\u00a0praxi sledujeme posun od tradi\u010dn\u00edch m\u00e9di\u00ed k nejr\u016fzn\u011bj\u0161\u00edm digit\u00e1ln\u00edm a\u00a0soci\u00e1ln\u00edm m\u00e9di\u00edm. A co se m\u011b\u0159en\u00ed t\u00fd\u010de, za\u010d\u00edn\u00e1me b\u00fdt opravdu chyt\u0159ej\u0161\u00ed. \u00a0<\/p>\n<p>Placen\u00e1, z\u00edskan\u00e1, vlastn\u011bn\u00e1 i\u00a0sd\u00edlen\u00e1 m\u00e9dia zanech\u00e1vaj\u00ed stopu, kterou lze prozkoum\u00e1vat.<\/p>\n<p>Interaktivn\u00ed r\u00e1mec n\u00e1m umo\u017e\u0148uje ur\u010dit si c\u00edle, <i>ouputs<\/i> (v\u00fdstupy) a\u00a0<i>outcomes <\/i>(v\u00fdsledky) kampan\u011b a\u00a0na n\u011b pak aplikovat m\u011b\u0159ic\u00ed soustavu a\u00a0n\u00e1stroje.<\/p>\n<p>Dnes je mnohem sna\u017e\u0161\u00ed z\u00edskat data a vhodn\u00e9 n\u00e1stroje pro m\u011b\u0159en\u00ed <i>outputs <\/i>a\u00a0<i>outcomes<\/i> ne\u017e kdy p\u0159edt\u00edm.<\/p>\n<h4>SB\u00cdREJTE DAT Z\u00a0JEDNOTLIV\u00ddCH ODD\u011aLEN\u00cd<\/h4>\n<p>Pot\u00ed\u017e je, \u017ee data jsou v\u00a0organizaci \u010dasto poh\u0159ben\u00e1 v\u00a0izolovan\u00fdch depozit\u00e1\u0159\u00edch. P\u0159i hodnocen\u00ed v\u00fdkonnosti se \u010dasto \u0159\u00edd\u00edme jen podle spln\u011bn\u00ed finan\u010dn\u00edch rozpo\u010dtu jednotliv\u00fdch odd\u011blen\u00ed.<\/p>\n<p>Dejte si tu pr\u00e1ci a zam\u011b\u0159te se na data, kter\u00e1 se hromad\u00ed v\u00a0jednotliv\u00fdch \u00fatvarech spole\u010dnosti, m\u016f\u017eou mezi nimi b\u00fdt cenn\u00e9 informace. Komunika\u010dn\u00ed t\u00fdmy by m\u011bl intenzivn\u011b spolupracovat s\u00a0odd\u011blen\u00edm klientsk\u00e9 podpory, marketingu a\u00a0lidsk\u00fdch zdroj\u016f.<\/p>\n<p>N\u00ed\u017ee najdete seznam 30 oblast\u00ed, kter\u00e1 m\u016f\u017eou b\u00fdt potenci\u00e1ln\u00edm zdrojem kvalitn\u00edch dat pro Va\u0161e m\u011b\u0159en\u00ed.<\/p>\n<h4>PR\u016eB\u011a\u017dN\u00c9 V\u00ddSLEDKY<\/h4>\n<ol>\n<li>\u010cl\u00e1nky \u2013 objem \u010dl\u00e1nk\u016f a\u00a0p\u0159\u00edsp\u011bvk\u016f, kter\u00e9 n\u011bjak\u00fdm zp\u016fsobem zmi\u0148uj\u00ed jm\u00e9no spole\u010dnosti nebo zna\u010dku v\u00a0z\u00edskan\u00fdch kan\u00e1lech t\u0159et\u00edch stran. Souvis\u00ed s <i>outcomes <\/i>(v\u00fdsledky) a jsou vhodn\u00e9 pro porovn\u00e1n\u00ed s\u00a0p\u0159edchoz\u00ed kampan\u00ed.<\/li>\n<li>\u00da\u010dast \u2013 po\u010det lid\u00ed, kte\u0159\u00ed se z\u00fa\u010dastn\u00ed n\u011bjak\u00e9 akce, nap\u0159\u00edklad konference, diskuse u\u00a0kulat\u00e9ho stolu \u010di ve\u0159ejn\u00e9ho setk\u00e1n\u00ed.<\/li>\n<li>Vyhled\u00e1v\u00e1n\u00ed zna\u010dky \u2013 r\u016fst v\u00a0po\u010dtu vyhled\u00e1vac\u00edch dotaz\u016f na z\u00e1klad\u011b komunika\u010dn\u00ed kampan\u011b.<\/li>\n<li>Nav\u00e1z\u00e1n\u00ed konverzace \u2013 m\u016f\u017ee b\u00fdt v\u00a0c\u00edlech organizace, jinak jde v\u00a0podstat\u011b o zbyte\u010dnou metriku a takov\u00fdch je v\u00a0m\u011b\u0159en\u00ed soci\u00e1ln\u00edch s\u00edt\u00ed mnoho.<\/li>\n<li>Po\u010det sta\u017een\u00ed \u2013 je to reakce u\u017eivatel\u016f na n\u011bjakou v\u00fdzvu. Tato data umo\u017e\u0148uj\u00ed pr\u016fb\u011b\u017en\u011b sledovat, jak\u00fd z\u00e1jem komunika\u010dn\u00ed kampa\u0148 bud\u00ed a p\u0159\u00edpadn\u011b na to reagovat.<\/li>\n<li>Doba n\u00e1v\u0161t\u011bvy \u2013 doba str\u00e1ven\u00e1 na dan\u00e9 webov\u00e9 str\u00e1nce. Je u\u017eite\u010dn\u00e1 zejm\u00e9na pokud pot\u0159ebujete rozli\u0161it, zda v\u00e1\u0161 web n\u011bkdo nav\u0161t\u00edvil jen n\u00e1hodou nebo si i p\u0159e\u010detl jeho obsah.<\/li>\n<li>Prokliky z\u00a0e-mail\u016f \u2013 jejich pomoc\u00ed se zji\u0161\u0165uje, zda dan\u00fd p\u0159\u00edjemce e-mail obdr\u017eel, p\u0159e\u010detl si jej a\u00a0reagoval na v\u00fdzvu.<\/li>\n<li>Po\u010det sleduj\u00edc\u00edch \u2013 budov\u00e1n\u00ed komunity p\u0159\u00edvr\u017eenc\u016f dan\u00e9 zna\u010dky. U\u017eite\u010dn\u00fdm ukazatelem je tak\u00e9 tempo r\u016fstu po\u010dtu sleduj\u00edc\u00edch.<\/li>\n<li>Po\u010det zobrazen\u00ed \u2013 ukazatel n\u00e1v\u0161t\u011bvnosti webov\u00fdch str\u00e1nek. M\u016f\u017ee ale obsahovat zcela irelevantn\u00ed data. Pro spr\u00e1vnou vypov\u00eddaj\u00edc\u00ed hodnotu je vhodn\u00e9 jej pou\u017e\u00edt spolu s dobou n\u00e1v\u0161t\u011bvy.<\/li>\n<li>Zp\u011btn\u00e9 odkazy \u2013 objem a kvalita zp\u011btn\u00fdch odkaz\u016f na p\u0159edem ur\u010denou adresu URL. Souvis\u00ed s\u00a0ukazatelem n\u00e1v\u0161t\u011bvnosti.<\/li>\n<li>To se mi l\u00edb\u00ed (<i>like<\/i>) \u2013 v\u00a0p\u0159ev\u00e1\u017en\u00e9 v\u011bt\u0161in\u011b se jedn\u00e1 o zbyte\u010dnou metriku soci\u00e1ln\u00edch m\u00e9di\u00ed. M\u016f\u017ee b\u00fdt u\u017eite\u010dn\u00e1 v\u00a0p\u0159\u00edpad\u011b, \u017ee souvis\u00ed s\u00a0jin\u00fdm pr\u016fb\u011b\u017en\u00fdm v\u00fdsledkem nebo s c\u00edlem organizace.<\/li>\n<li>P\u0159iveden\u00e1 n\u00e1v\u0161t\u011bvnost (<i>referral traffic<\/i>) \u2013 n\u00e1v\u0161t\u011bvnost z\u00a0web\u016f t\u0159et\u00edch stran, zpravidla se u\u017e\u00edv\u00e1 v\u00a0pozd\u011bj\u0161\u00edch f\u00e1z\u00edch spolu se zp\u011btn\u00fdmi odkazy.<\/li>\n<li>Recenze \u2013 forma uzn\u00e1n\u00ed dobr\u00e9 slu\u017eby. P\u016fvodn\u011b se pou\u017e\u00edvaly hlavn\u011b v\u00a0cestovn\u00edm ruchu, dnes m\u00e1 v\u00fdznamnou v\u00fdpov\u00eddaj\u00edc\u00ed hodnotu v\u00a0\u0159ad\u011b dal\u0161\u00edch oblast\u00ed.<\/li>\n<li>N\u00e1lada \u2013 dobr\u00e1, nebo \u0161patn\u00e1. To je zpravidla v\u0161e, co pot\u0159ebujete v\u011bd\u011bt, pokud ov\u0161em va\u0161\u00edm c\u00edlem nen\u00ed n\u00e1zor nebo postoj na ur\u010ditou v\u011bc v\u00a0\u010dase zm\u011bnit.<\/li>\n<li>S\u00edla hlasu \u2013 zm\u00ednky o spole\u010dnosti v\u00a0tradi\u010dn\u00edch m\u00e9di\u00edch nebo v\u00a0diskuz\u00edch na soci\u00e1ln\u00edch s\u00edt\u00edch ve srovn\u00e1n\u00ed s\u00a0konkurenc\u00ed.<\/li>\n<li>Po\u010det sd\u00edlen\u00ed \u2013 m\u00edra sd\u00edlen\u00ed na soci\u00e1ln\u00edch s\u00edt\u00ed a p\u0159es dal\u0161\u00ed r\u016fzn\u00e9 kan\u00e1ly<\/li>\n<li>Vyhled\u00e1v\u00e1n\u00ed \u2013 n\u00e1r\u016fst ve vyhled\u00e1v\u00e1n\u00ed v\u00fdraz\u016f obsahuj\u00edc\u00edch ur\u010dit\u00fd term\u00edn jako v\u00fdsledek PR aktivity.<\/li>\n<li>N\u00e1v\u0161t\u011bvnost (<i>footfall) <\/i>\u2013 kolik lid\u00ed nav\u0161t\u00edvilo nebo cestovalo na ur\u010dit\u00e9 m\u00edsto. \u010casto se pou\u017e\u00edv\u00e1 v\u00a0cestovn\u00edm ruchu a v\u00a0pohostinstv\u00ed.<\/li>\n<\/ol>\n<h4>V\u00ddSLEDKY PRO ORGANIZACI<\/h4>\n<ol>\n<li>Zm\u011bna postoje \u2013 zm\u011bna n\u00e1zoru se sleduje pomoc\u00ed r\u016fzn\u00fdch technik, kter\u00e9 se aplikuj\u00ed na za\u010d\u00e1tku a na konci \u0161et\u0159en\u00ed. Pou\u017e\u00edv\u00e1 se p\u0159edev\u0161\u00edm v pr\u016fzkumech ve\u0159ejn\u00e9ho m\u00edn\u011bn\u00ed.<\/li>\n<li>Pov\u011bdom\u00ed \u2013 zaujet\u00ed publika, kter\u00e9 o\u00a0t\u00e9matu, produktu \u010di slu\u017eb\u011b d\u0159\u00edve nev\u011bd\u011blo. Pou\u017e\u00edvaj\u00ed se r\u016fzn\u00e9 dotazn\u00edkov\u00e9 techniky.<\/li>\n<li>Zm\u011bna v\u00a0chov\u00e1n\u00ed \u2013 spole\u010densko-ekonomick\u00e9 zm\u011bny, jako je nap\u0159\u00edklad pokles v\u00a0m\u00ed\u0159e antisoci\u00e1ln\u00edho chov\u00e1n\u00ed. Vy\u017eaduj\u00ed dlouhodob\u011bj\u0161\u00ed pozorov\u00e1n\u00ed.<\/li>\n<li>Firemn\u00ed proces \u2013 zlep\u0161en\u00ed v\u00a0produktivit\u011b pr\u00e1ce, zpravidla d\u00edky efektivn\u011bj\u0161\u00ed intern\u00ed komunikaci a\u00a0\u0161kolen\u00ed.<\/li>\n<li>Konverze \u2013 zpravidla tr\u017eby, ale i dal\u0161\u00ed ukazatele v\u00fdkonnosti, kter\u00e9 lze ovlivnit PR aktivitami.<\/li>\n<li>Finan\u010dn\u00ed v\u00fdsledky \u2013 slou\u017e\u00ed ke sledov\u00e1n\u00ed v\u00fdznamu PR v\u00a0dosahov\u00e1n\u00ed ekonomick\u00fdch c\u00edl\u016f, ukazateli jsou nap\u0159\u00edklad cena akcie \u010di tr\u017en\u00ed hodnota firmy.<\/li>\n<li>Intern\u00ed ukazatele \u2013 nap\u0159\u00edklad zlep\u0161en\u00ed n\u00e1boru nov\u00fdch pracovn\u00edk\u016f, spokojenost zam\u011bstnanc\u016f, jejich loajalita, vy\u0161\u0161\u00ed produktivita nebo\u00a0tak\u00e9 ni\u017e\u0161\u00ed m\u00edra absenc\u00ed a\u00a0nemocnosti.<\/li>\n<li>Doporu\u010den\u00ed \u2013 z\u00e1klad NPS (<i>net promoter score<\/i>, \u010dili m\u00edra loajality), kter\u00e1 testuje pravd\u011bpodobnost z\u00edsk\u00e1n\u00ed doporu\u010den\u00ed od t\u0159et\u00ed strany (viz tak\u00e9 Spokojenost).<\/li>\n<li>Retence \u2013 u z\u00e1kazn\u00edk\u016f a person\u00e1lu, hodnot\u00ed roli PR v\u00a0oblasti \u0159\u00edzen\u00ed lidsk\u00fdch vztah\u016f.<\/li>\n<li>Spokojenost \u2013 souvis\u00ed s doporu\u010den\u00edm, pou\u017e\u00edv\u00e1 se k\u00a0m\u011b\u0159en\u00ed vztahu mezi spot\u0159ebitelem a\u00a0danou organizac\u00ed.<\/li>\n<li>Jedine\u010dn\u00e9 impulsy \u2013 speci\u00e1ln\u00ed kupony, telefonn\u00ed \u010d\u00edsla \u010di adresy URL, kter\u00e9 ukazuj\u00ed na souvislost mezi aktivitou a\u00a0v\u00fdsledky.<\/li>\n<li>Volebn\u00ed hlasy \u2013 skute\u010dn\u00fd \u00fasp\u011bch politick\u00e9 kampan\u011b se prok\u00e1\u017ee a\u017e ve volebn\u00ed m\u00edstnosti.<\/li>\n<\/ol>\n<p><b>Stephen Waddington<\/b><\/p>\n<p id=\"u6033-2\">Stephen zast\u00e1v\u00e1 pozici Chief Engagement Officer a z\u00e1rove\u0148 je Partner ve spole\u010dnosti Ketchum. Je hostuj\u00edc\u00edm profesorem na Newcastle University. Jeho \u010dl\u00e1nky m\u016f\u017eete sledovat na blogu <b>wadds.co.uk<\/b><\/p>\n<\/div><\/section><\/p><\/div>\n\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='if-your-failing'  class='avia-section av-av_section-c5d0737d0295b6a4d8d40c19790e866d main_color avia-section-default avia-no-shadow  avia-builder-el-31  el_after_av_section  el_before_av_section  avia-bg-style-scroll container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-1960'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_third-6126cab7d8fab8d08143dd2dacdf673c\">\n.flex_column.av-av_one_third-6126cab7d8fab8d08143dd2dacdf673c{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_third-6126cab7d8fab8d08143dd2dacdf673c av_one_third  avia-builder-el-32  el_before_av_two_third  avia-builder-el-first  first flex_column_div av-zero-column-padding  '     ><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_two_third-0aa7055fe62c3622faec82866afbaeb2\">\n.flex_column.av-av_two_third-0aa7055fe62c3622faec82866afbaeb2{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_two_third-0aa7055fe62c3622faec82866afbaeb2 av_two_third  avia-builder-el-33  el_after_av_one_third  avia-builder-el-last  flex_column_div av-zero-column-padding  '     ><section  class='av_textblock_section av-av_textblock-e4c4518831caa9edbdca90b100cd9b37 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock performance-public-relations'  itemprop=\"text\" ><h2 id=\"u5962-2\">\u2018KDY\u017d NEPL\u00c1NUJETE, PL\u00c1NUJETE SELH\u00c1N\u00cd\u2019<\/h2>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe\">\n#top .hr.av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe{\nmargin-top:30px;\nmargin-bottom:30px;\n}\n.hr.av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe .hr-inner{\nwidth:300px;\nborder-color:#ff5800;\n}\n<\/style>\n<div  class='hr av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe hr-custom  avia-builder-el-35  el_after_av_textblock  el_before_av_team_member  hr-left hr-icon-no'><span class='hr-inner inner-border-av-border-fat'><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='avia-team-member av-av_team_member-40f3ee15466a31e98889353fbd752de5  avia-builder-el-36  el_after_av_hr  el_before_av_textblock '  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/Person\" ><div class=\"team-img-container\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-95 avia-img-lazy-loading-not-95 avia_image avia_image_team' src=\"https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/Kevin-read.jpg\" alt='Kevin Read'  itemprop=\"image\"   height=\"95\" width=\"79\" \/><div class=\"team-social\"><div class=\"team-social-inner\"><span class='hidden av_member_url_markup twitter'  itemprop=\"url\" >https:\/\/twitter.com\/readkevinread<\/span><a href='https:\/\/twitter.com\/readkevinread' class='avia-team-icon av-av_team_icon-2bcc0ed4322a3fde8382bda7a6a001fe twitter avia-iconfont avia-font-entypo-fontello' rel='v:url'   data-av_icon='\ue8f1' data-av_iconfont='entypo-fontello' ><\/a><\/div><\/div><\/div><h3 class='team-member-name '  itemprop=\"name\" >Kevin Read<\/h3><div class='team-member-description '  itemprop=\"description\" ><p>Executive Chairman &<br \/>\nPartner, Bell Pottinger<\/p>\n<\/div><span class='hidden team-member-affiliation'  itemprop=\"affiliation\" >AMEC Integrated Evaluation Framework<\/span><\/section><br \/>\n<section  class='av_textblock_section av-av_textblock-35972167d9f102c5ddaec0c531c98b9e '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p>Nov\u00fd hodnot\u00edc\u00ed r\u00e1mec asociace AMEC p\u016fsob\u00ed skute\u010dn\u011b impozantn\u011b. Jde o model zalo\u017een\u00fd na relevantn\u00edch a smyslupln\u00fdch datech, kter\u00e9 jsou v\u0161ak p\u0159edkl\u00e1d\u00e1ny praktick\u00fdm a\u00a0srozumiteln\u00fdm zp\u016fsobem.<\/p>\n<p>Na\u0161e spole\u010dnost Bell Pottinger se stala \u010dlenem AMEC teprve ned\u00e1vno. Interaktivn\u00ed hodnot\u00edc\u00ed r\u00e1mec u\u017e ale aktivn\u011b vyu\u017e\u00edv\u00e1me a mohu \u0159\u00edct, \u017ee se stal t\u00e9m\u011b\u0159 nenahraditeln\u00fdm n\u00e1strojem pro n\u00e1\u0161 t\u00fdm konzultant\u016f. Ti ho vyu\u017e\u00edvaj\u00ed zejm\u00e9na p\u0159i diskuzi s\u00a0klienty o tom, jak pl\u00e1novat, sledovat a m\u011b\u0159it komunika\u010dn\u00ed kampa\u0148.<\/p>\n<p>Komunikace dnes t\u00e9m\u011b\u0159 kompletn\u011b prob\u00edh\u00e1 skrze digit\u00e1ln\u00ed a\u00a0soci\u00e1ln\u00ed kan\u00e1ly. Z\u00e1rove\u0148 s\u00a0t\u00edm ale obrovsky narostla slo\u017eitost kampan\u00ed, kter\u00e9 vedeme. Mus\u00edme pracovat s \u0161ir\u0161\u00ed \u0161k\u00e1lou distribu\u010dn\u00edch kan\u00e1l\u016f, sledovat spoustu zdroj\u016f a z\u00e1rove\u0148 m\u011b\u0159it dopad na\u0161ich aktivit. <\/p>\n<p>Interaktivn\u00ed r\u00e1mec um\u00ed pracovat se specifiky jednotliv\u00fdch firem a komunika\u010dn\u00edch strategi\u00ed. Pro \u00fasp\u011bch ve sv\u011bt\u011b digit\u00e1ln\u00edch technologi\u00ed je nezbytn\u00e9 aktivity pl\u00e1novat dop\u0159edu s\u00a0ohledem na c\u00edle organizace a z\u00e1rove\u0148 rychle a kreativn\u011b reagovat na nov\u00e9 ud\u00e1losti. \u00a0<\/p>\n<p>Zaveden\u00e9 poradensk\u00e9 firmy v\u011bd\u00ed, \u017ee aby dok\u00e1zali co nejl\u00e9pe naplnit p\u0159edstavy klienta, mus\u00ed m\u00edt dostate\u010dn\u00e9 v\u011bdomosti o jeho oblasti podnik\u00e1n\u00ed. A mezi n\u011b bezesporu pat\u0159\u00ed znalost c\u00edl\u016f organizace, tr\u017en\u00ed pozice a prost\u0159ed\u00ed, ve kter\u00e9m se dan\u00e1 firma pohybuje. <\/p>\n<p>U\u017eite\u010dn\u00e9 jsou i\u00a0anal\u00fdzy, kter\u00e9 se v\u011bnuj\u00ed r\u016fzn\u00fdm p\u0159\u00edstup\u016fm ke komunikaci. Pokud ten, kdo komunikaci pl\u00e1nuje, v\u00ed, jak se sou\u010dasn\u011b vyu\u017e\u00edt prostor v\u00a0placen\u00fdch, vlastn\u011bn\u00fdch a\u00a0sd\u00edlen\u00fdch m\u00e9di\u00edch, m\u00e1 \u00fapln\u011bj\u0161\u00ed obraz o\u00a0potenci\u00e1ln\u00edch synergi\u00edch t\u011bchto kan\u00e1l\u016f.<\/p>\n<p>Ve sm\u00ed\u0161en\u00fdch t\u00fdmech, kter\u00e9 se skl\u00e1daj\u00ed z\u00a0pracovn\u00edk\u016f r\u016fzn\u00fdch agentur, m\u016f\u017ee b\u00fdt n\u011bkdy dost obt\u00ed\u017en\u00e9 sesb\u00edrat relevantn\u00ed data a na\u010drtnout spole\u010dn\u00fd pl\u00e1n. Zachycen\u00ed <i>outputs <\/i>(v\u00fdstup\u016f) mnoha r\u016fzn\u00fdch kan\u00e1l\u016f tak\u00e9 nen\u00ed zrovna lehk\u00fd \u00fakol.<\/p>\n<p>Samoz\u0159ejm\u011b st\u00e1le mus\u00edme pracovat s\u00a0ukazateli jako je nap\u0159. prvotn\u00ed reakce c\u00edlov\u00e9 skupiny a dlouhodob\u00e9 dopady komunikace ur\u010dit\u00e9ho sd\u011blen\u00ed. Kouzlo tohoto modelu spo\u010d\u00edv\u00e1 v\u00a0jeho jednoduchosti \u2013 nab\u00edz\u00ed snadnou identifikaci relevantn\u00edch metrik, se kter\u00fdmi lze zm\u00edn\u011bn\u00e9 ukazatele sledovat. <\/p>\n<p>St\u00e1le je t\u0159eba opatrnosti, co se t\u00fd\u010de souvislost\u00ed. Je v\u0161ak povzbudiv\u00e9 vid\u011bt, \u017ee se komunika\u010dn\u00ed strategie soust\u0159ed\u00ed na dlouhodob\u00e9 budov\u00e1n\u00ed vztah\u016f a dobr\u00e9ho jm\u00e9na.<\/p>\n<p>Za celou spole\u010dnost Bell Pottinger chci nov\u00fd hodnot\u00edc\u00ed r\u00e1mec asociace AMEC doporu\u010dit v\u0161em na\u0161im partner\u016fm a koleg\u016fm z oboru.<\/p>\n<\/div><\/section><\/p><\/div>\n\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='top-tips'  class='avia-section av-av_section-c75e6b0d80ae33e2cd6e1e947c6872c8 main_color avia-section-default avia-no-shadow  avia-builder-el-38  el_after_av_section  el_before_av_section  avia-bg-style-scroll container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-1960'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_third-6126cab7d8fab8d08143dd2dacdf673c\">\n.flex_column.av-av_one_third-6126cab7d8fab8d08143dd2dacdf673c{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_third-6126cab7d8fab8d08143dd2dacdf673c av_one_third  avia-builder-el-39  el_before_av_two_third  avia-builder-el-first  first flex_column_div av-zero-column-padding  '     ><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_two_third-0aa7055fe62c3622faec82866afbaeb2\">\n.flex_column.av-av_two_third-0aa7055fe62c3622faec82866afbaeb2{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_two_third-0aa7055fe62c3622faec82866afbaeb2 av_two_third  avia-builder-el-40  el_after_av_one_third  avia-builder-el-last  flex_column_div av-zero-column-padding  '     ><section  class='av_textblock_section av-av_textblock-e4c4518831caa9edbdca90b100cd9b37 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock performance-public-relations'  itemprop=\"text\" ><h2 id=\"u5962-2\">TIPY PRO PL\u00c1NOV\u00c1N\u00cd A UR\u010cEN\u00cd C\u00cdL\u016e<\/h2>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe\">\n#top .hr.av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe{\nmargin-top:30px;\nmargin-bottom:30px;\n}\n.hr.av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe .hr-inner{\nwidth:300px;\nborder-color:#ff5800;\n}\n<\/style>\n<div  class='hr av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe hr-custom  avia-builder-el-42  el_after_av_textblock  el_before_av_team_member  hr-left hr-icon-no'><span class='hr-inner inner-border-av-border-fat'><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='avia-team-member av-av_team_member-19c019bcef861363a7e94db58c921c26  avia-builder-el-43  el_after_av_hr  el_before_av_textblock '  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/Person\" ><div class=\"team-img-container\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-96 avia-img-lazy-loading-not-96 avia_image avia_image_team' src=\"https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/elayne-phillips.jpg\" alt='Elayne Phillips'  itemprop=\"image\"   height=\"79\" width=\"99\" \/><div class=\"team-social\"><div class=\"team-social-inner\"><span class='hidden av_member_url_markup twitter'  itemprop=\"url\" >https:\/\/twitter.com\/layneyp<\/span><a href='https:\/\/twitter.com\/layneyp' class='avia-team-icon av-av_team_icon-72bd1695dee85cacc2f1c2d98c624d5d twitter avia-iconfont avia-font-entypo-fontello' rel='v:url'   data-av_icon='\ue8f1' data-av_iconfont='entypo-fontello' ><\/a><\/div><\/div><\/div><h3 class='team-member-name '  itemprop=\"name\" >Elayne Phillips<\/h3><div class='team-member-description '  itemprop=\"description\" ><p>Head of Civil Service Comms &<br \/>\nInternal Comms, Prime Minister\u2019s Office &<br \/>\nCabinet Office Comms, and Board Director AMEC<\/p>\n<\/div><span class='hidden team-member-affiliation'  itemprop=\"affiliation\" >AMEC Integrated Evaluation Framework<\/span><\/section><br \/>\n<section  class='av_textblock_section av-av_textblock-35972167d9f102c5ddaec0c531c98b9e '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><h4 id=\"u6166-2\">V\u00ddZNAM PL\u00c1NOV\u00c1N\u00cd A UR\u010cEN\u00cd C\u00cdL\u016e<\/h4>\n<p>Spr\u00e1vn\u00e9 m\u011b\u0159en\u00ed a hodnocen\u00ed pom\u00e1h\u00e1 odhalit sm\u011br, kter\u00fdm je vhodn\u00e9 se vydat, do kter\u00fdm komunika\u010dn\u00edch kan\u00e1l\u016f investovat a \u010demu se naopak vyhnout. <\/p>\n<p>Pl\u00e1nov\u00e1n\u00ed je naprosto kl\u00ed\u010dov\u00e9 pro maximalizaci benefit\u016f plynouc\u00edch z\u00a0komunikace sm\u011brem k z\u00e1kazn\u00edk\u016fm. Co nejd\u0159\u00edve si proto napl\u00e1nujte, co se chyst\u00e1te zm\u011b\u0159it, zapamatujte si, co je vzhledem k\u00a0va\u0161\u00edm c\u00edl\u016fm nutn\u00e9 sledovat a nastavte pot\u0159ebn\u00e9 mechanismy. Je to d\u016fle\u017eit\u00e9 z\u00a0mnoha d\u016fvod\u016f: \u00a0\u00a0<\/p>\n<p>Pokud si p\u0159edem neur\u010d\u00edte, co budete sledovat, snadno se stane, \u017ee nebudete schopni znovu dohledat pot\u0159ebn\u00e9 zdroje dat. <\/p>\n<p>Pokud budete m\u011b\u0159en\u00ed \u010dinnost\u00ed pl\u00e1novat, u\u017e nebudete zbyte\u010dn\u011b ztr\u00e1cet \u010das sledov\u00e1n\u00edm nesmysln\u00fdch metrik.<\/p>\n<p>Komunika\u010dn\u00ed c\u00edle jsou smyslupln\u00e9 ve chv\u00edli, kdy jasn\u011b \u0159\u00edkaj\u00ed, jak to bude vypadat, pokud dos\u00e1hneme \u00fasp\u011bchu a \u010d\u00edm p\u0159\u00edpadn\u00fd \u00fasp\u011bch prok\u00e1\u017eeme. <\/p>\n<p>Post\u0159ehy z\u00a0p\u0159edchoz\u00edch hodnocen\u00ed je d\u016fle\u017eit\u00e9 br\u00e1t v\u00a0potaz p\u0159i definov\u00e1n\u00ed c\u00edl\u016f nov\u00fdch kampan\u00ed. Pokud si jasn\u011b ur\u010d\u00edte c\u00edle, v\u00a0pl\u00e1novac\u00ed f\u00e1zi v\u00e1m to pom\u016f\u017ee sledovat jednotliv\u00e9 posuny. Tak\u017ee p\u0159em\u00fd\u0161lejte pe\u010dliv\u011b, pl\u00e1nujte a sledujte v\u00fdkon od sam\u00e9ho spu\u0161t\u011bn\u00ed nov\u00fdch aktivit.<\/p>\n<\/div><\/section><\/p><\/div>\n\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='measuring-reputation'  class='avia-section av-av_section-1ffac49738274931de4f48b3ac7ad8fd main_color avia-section-default avia-no-shadow  avia-builder-el-45  el_after_av_section  el_before_av_section  avia-bg-style-scroll container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-1960'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_third-6126cab7d8fab8d08143dd2dacdf673c\">\n.flex_column.av-av_one_third-6126cab7d8fab8d08143dd2dacdf673c{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_third-6126cab7d8fab8d08143dd2dacdf673c av_one_third  avia-builder-el-46  el_before_av_two_third  avia-builder-el-first  first flex_column_div av-zero-column-padding  '     ><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_two_third-0aa7055fe62c3622faec82866afbaeb2\">\n.flex_column.av-av_two_third-0aa7055fe62c3622faec82866afbaeb2{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_two_third-0aa7055fe62c3622faec82866afbaeb2 av_two_third  avia-builder-el-47  el_after_av_one_third  avia-builder-el-last  flex_column_div av-zero-column-padding  '     ><section  class='av_textblock_section av-av_textblock-e4c4518831caa9edbdca90b100cd9b37 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock performance-public-relations'  itemprop=\"text\" ><h2 id=\"u6089-2\">M\u011a\u0158EN\u00cd REPUTACE<\/h2>\n<h3>P\u0158EDMLUVA: BEYOND REPUTATION MEASUREMENT: USING REPUTATION TO CREATE VALUE<\/h3>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe\">\n#top .hr.av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe{\nmargin-top:30px;\nmargin-bottom:30px;\n}\n.hr.av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe .hr-inner{\nwidth:300px;\nborder-color:#ff5800;\n}\n<\/style>\n<div  class='hr av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe hr-custom  avia-builder-el-49  el_after_av_textblock  el_before_av_team_member  hr-left hr-icon-no'><span class='hr-inner inner-border-av-border-fat'><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='avia-team-member av-av_team_member-278661deffaf78e375215f57c309fe2c  avia-builder-el-50  el_after_av_hr  el_before_av_textblock '  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/Person\" ><div class=\"team-img-container\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-97 avia-img-lazy-loading-not-97 avia_image avia_image_team' src=\"https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/prof-kevin-money.jpg\" alt='Kevin Money'  itemprop=\"image\"   height=\"110\" width=\"79\" \/><\/div><h3 class='team-member-name '  itemprop=\"name\" >Kevin Money<\/h3><div class='team-member-description '  itemprop=\"description\" ><p>Professor of Reputation & Responsible Leadership, Henley Business School<\/p>\n<\/div><span class='hidden team-member-affiliation'  itemprop=\"affiliation\" >AMEC Integrated Evaluation Framework<\/span><\/section><br \/>\n<section  class='av_textblock_section av-av_textblock-35972167d9f102c5ddaec0c531c98b9e '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p>Ochrana \u010di podpora dobr\u00e9ho jm\u00e9na jsou \u010dast\u00fdmi c\u00edly komunikace. Nov\u00fd hodnot\u00edc\u00ed r\u00e1mec klade na m\u011b\u0159en\u00ed reputace velk\u00fd d\u016fraz. Ale jak ji m\u011b\u0159it smyslupln\u011b? Jak me\u0159en\u00ed reputace souvis\u00ed s\u00a0v\u00fdkonnostn\u00edmi krit\u00e9rii, podle kter\u00fdch se sestavuj\u00ed tabulky a \u017eeb\u0159\u00ed\u010dky sledovanosti? Jak m\u016f\u017eete posoudit, jestli v\u00e1m m\u011b\u0159en\u00ed reputace pom\u00e1h\u00e1 nebo jestli naopak brzd\u00ed v\u00e1\u0161 r\u016fst? Lze m\u011b\u0159en\u00ed reputace vyu\u017e\u00edt k\u00a0lep\u0161\u00edmu prosazov\u00e1n\u00ed strategie organizace? Jak dok\u00e1zat, \u017ee dobr\u00e9 jm\u00e9no zvy\u0161uje hodnotu firmy u zainteresovan\u00fdch subjekt\u016f? Jak se jednotliv\u00e9 modely m\u011b\u0159en\u00ed reputace li\u0161\u00ed? Lze je n\u011bjak kombinovat, abychom dos\u00e1hli komplexn\u00edch v\u00fdstup\u016f? A jak konkr\u00e9tn\u011b m\u016f\u017eeme vyu\u017e\u00edt ji\u017e nashrom\u00e1\u017ed\u011bn\u00e1 data k\u00a0podpo\u0159e a pos\u00edlen\u00ed dobr\u00e9ho jm\u00e9na? <\/p>\n<p>Profesor Kevin Money z\u00a0Henley Business School v tomto sv\u00e9m v\u00fdjime\u010dn\u00e9 textu odpov\u00edd\u00e1 na v\u0161echny tyto ot\u00e1zky, a to pomoc\u00ed modelu vytv\u00e1\u0159en\u00ed hodnoty. Tento praktick\u00fd p\u0159\u00edstup v\u00e1m umo\u017en\u00ed porovnat dosud pou\u017e\u00edv\u00e1n\u00e9 metody s\u00a0osv\u011bd\u010denou prax\u00ed. Z\u00e1rove\u0148 v\u00e1m pom\u016f\u017ee identifikovat p\u0159\u00ed\u010diny i d\u016fsledky, kter\u00e9 s\u00a0sebou dobr\u00e1 pov\u011bst firmy nese. Bude v\u00e1m tedy jasn\u00e9, kam se v\u00a0tomto ohledu vydat a kter\u00e9 kroky podniknout. <\/p>\n<p>Richard Bagnall a profesor Kevin Money, \u010derven 2016<\/p>\n<p><b>Text Beyond Reputation Measurement: Using Reputation to Create Value si m\u016f\u017eete p\u0159e\u010d\u00edst <\/b><b>zde<\/b><b>.<\/b><\/p>\n<p>Kevin Money a Carola Hillenbrand<\/p>\n<\/div><\/section><\/p><\/div>\n\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='effectiveness-story'  class='avia-section av-av_section-b923d734f7797d4a848d7760998bd4a5 main_color avia-section-default avia-no-shadow  avia-builder-el-52  el_after_av_section  el_before_av_section  avia-bg-style-scroll container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-1960'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_third-6126cab7d8fab8d08143dd2dacdf673c\">\n.flex_column.av-av_one_third-6126cab7d8fab8d08143dd2dacdf673c{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_third-6126cab7d8fab8d08143dd2dacdf673c av_one_third  avia-builder-el-53  el_before_av_two_third  avia-builder-el-first  first flex_column_div av-zero-column-padding  '     ><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_two_third-0aa7055fe62c3622faec82866afbaeb2\">\n.flex_column.av-av_two_third-0aa7055fe62c3622faec82866afbaeb2{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_two_third-0aa7055fe62c3622faec82866afbaeb2 av_two_third  avia-builder-el-54  el_after_av_one_third  avia-builder-el-last  flex_column_div av-zero-column-padding  '     ><section  class='av_textblock_section av-av_textblock-e4c4518831caa9edbdca90b100cd9b37 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock performance-public-relations'  itemprop=\"text\" ><div id=\"u6124-4\" class=\"clearfix colelem shared_content\" data-content-guid=\"u6124-4_content\">\n<h2 id=\"u6124-2\">JAK MLUVIT O EFEKTIVNOSTI<\/h2>\n<\/div>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe\">\n#top .hr.av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe{\nmargin-top:30px;\nmargin-bottom:30px;\n}\n.hr.av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe .hr-inner{\nwidth:300px;\nborder-color:#ff5800;\n}\n<\/style>\n<div  class='hr av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe hr-custom  avia-builder-el-56  el_after_av_textblock  el_before_av_team_member  hr-left hr-icon-no'><span class='hr-inner inner-border-av-border-fat'><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='avia-team-member av-av_team_member-e32a83ef5ae43cc76d2b02090574a830  avia-builder-el-57  el_after_av_hr  el_before_av_textblock '  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/Person\" ><div class=\"team-img-container\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-98 avia-img-lazy-loading-not-98 avia_image avia_image_team' src=\"https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/charlie-snow.jpg\" alt='Charlie Snow'  itemprop=\"image\"   height=\"99\" width=\"79\" \/><div class=\"team-social\"><div class=\"team-social-inner\"><span class='hidden av_member_url_markup twitter'  itemprop=\"url\" >https:\/\/twitter.com\/charliedosurf<\/span><a href='https:\/\/twitter.com\/charliedosurf' class='avia-team-icon av-av_team_icon-9a0c04e3ea6b2834371e9748d581c289 twitter avia-iconfont avia-font-entypo-fontello' rel='v:url'   data-av_icon='\ue8f1' data-av_iconfont='entypo-fontello' ><\/a><\/div><\/div><\/div><h3 class='team-member-name '  itemprop=\"name\" >Charlie Snow<\/h3><div class='team-member-description '  itemprop=\"description\" ><p>Chief Strategy Officer, MullenLowe London<\/p>\n<\/div><span class='hidden team-member-affiliation'  itemprop=\"affiliation\" >AMEC Integrated Evaluation Framework<\/span><\/section><br \/>\n<section  class='av_textblock_section av-av_textblock-35972167d9f102c5ddaec0c531c98b9e '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p>Ve sv\u011bt\u011b agentur se pohybuji ji\u017e v\u00edce jak 20 let a celou tu dobu se v\u011bnuji m\u011b\u0159en\u00ed komunikace. Sna\u017e\u00edm se sd\u00edlet s\u00a0ostatn\u00edmi to, co v\u00a0na\u0161ich sd\u011blen\u00edch zafungovalo (a co ne) a jak tyto informace za\u010dlenit do pl\u00e1nov\u00e1n\u00ed, aby p\u0159\u00ed\u0161t\u00ed kampa\u0148 byla je\u0161t\u011b efektivn\u011bj\u0161\u00ed. Napsal jsem \u0159adu text\u016f, ve kter\u00fdch se sna\u017e\u00edm lidi p\u0159esv\u011bd\u010dit o\u00a0\u00fasp\u011bchu na\u0161\u00ed komunika\u010dn\u00ed agentury.<\/p>\n<p>\u00da\u010dastnil jsem se tak\u00e9 \u0159ady prezentac\u00ed a odborn\u00fdch diskuz\u00ed a m\u011bl jsem velkou \u010dest b\u00fdt porotcem \u0159ady presti\u017en\u00edch ocen\u011bn\u00ed za efektivnost, kdy jsem naopak naslouchal argument\u016fm ostatn\u00edch nebo \u010detl p\u0159edkl\u00e1dan\u00e9 re\u00e1ln\u00e9 p\u0159\u00edpadov\u00e9 studie.<\/p>\n<p>Tyto zku\u0161enosti m\u011b nau\u010dily jednu d\u016fle\u017eitou v\u011bc: m\u016f\u017eete m\u00edt k\u00a0dispozici ve\u0161ker\u00e1 data na sv\u011bt\u011b, ale pokud je nedok\u00e1\u017eete jasn\u011b, jednodu\u0161e a p\u0159esv\u011bd\u010div\u011b interpretovat, nikoho o sv\u00e9 efektivnosti nep\u0159esv\u011bd\u010d\u00edte. Zp\u016fsob, jak\u00fdm p\u0159\u00edb\u011bh pod\u00e1v\u00e1te, je stejn\u011b d\u016fle\u017eit\u00fd jako jeho obsah va\u0161eho sd\u011blen\u00ed, ne-li je\u0161t\u011b d\u016fle\u017eit\u011bj\u0161\u00ed.<\/p>\n<p>Kdy\u017e se sna\u017e\u00edte n\u011bkoho p\u0159esv\u011bd\u010dit o v\u00fdznamu komunikace, t\u011b\u017eko si vysta\u010d\u00edte s\u00a0bezduch\u00fdm v\u00fdkladem. Pot\u0159ebujete poutav\u00fd p\u0159\u00edb\u011bh.<\/p>\n<ol>\n<li>\n<h4>PROMYSLETE SI, CO CHCETE SD\u011aLIT<\/h4>\n<\/li>\n<\/ol>\n<p>V\u0161echny zaj\u00edmav\u00e9 p\u0159\u00edb\u011bhy maj\u00ed zpravidla jasn\u00fd a chronologick\u00fd pr\u016fb\u011bh. V\u0159ele bych doporu\u010dil v\u0161em, aby si vyzkou\u0161eli interaktivn\u00ed r\u00e1mec AMEC \u2013 pr\u00e1v\u011b ten v\u00e1m toti\u017e pom\u016f\u017ee fakta jasn\u011b strukturovat.<\/p>\n<p>Jedn\u00edm z\u00a0nej\u010dast\u011bj\u0161\u00edch proh\u0159e\u0161k\u016f je \u201ezavalov\u00e1n\u00ed\u201c publika nic ne\u0159\u00edkaj\u00edc\u00edmi grafy a statistikami. Pro lidsk\u00fd mozek je t\u011b\u017ek\u00e9 tento druh informac\u00ed vst\u0159ebat a vyvodit z\u00a0nich z\u00e1v\u011bry. Pokud budete pracovat s\u00a0interaktivn\u00edm r\u00e1mcem, uvid\u00edte, jak snadno m\u016f\u017eete sesb\u00edran\u00e1 data rozt\u0159\u00eddit a n\u00e1sledn\u011b je jasn\u011b a smyslupln\u011b interpretovat.<\/p>\n<p>Rozbor dat a \u010d\u00edsel vy\u017eaduje \u010das a trp\u011blivost. A m\u016f\u017ee se zd\u00e1t i dost matouc\u00ed \u2013 n\u011bkdy nap\u0159\u00edklad nedok\u00e1\u017eete na prvn\u00ed pohled rozeznat rozd\u00edl mezi <i>outputs <\/i>(v\u00fdstup), <i>out-takes <\/i>(co si publikum z\u00a0komunikovan\u00e9ho sd\u011blen\u00ed vezme) a\u00a0<i>outcomes <\/i>(v\u00fdsledek). Ale opravdu to tak t\u011b\u017ek\u00e9 nen\u00ed, sta\u010d\u00ed si vyhradit \u010das a \u0159\u00eddit se definicemi, kter\u00e9 r\u00e1mec nab\u00edz\u00ed.<\/p>\n<p>Hodnot\u00edc\u00ed r\u00e1mec v\u00e1m umo\u017en\u00ed postupn\u011b pospojovat v\u00fdsledky va\u0161\u00ed komunikace \u2013 zm\u011bnu v\u00a0chov\u00e1n\u00ed \u010di v\u00a0postoji lid\u00ed a celkov\u00fd obchodn\u00ed \u010di organiza\u010dn\u00ed dopad. Je toti\u017e pom\u011brn\u011b obt\u00ed\u017en\u00e9 dok\u00e1zat, \u017ee dan\u00e9 zm\u011bny byly zp\u016fsobeny nebo ovlivn\u011bny va\u0161\u00ed komunikac\u00ed. R\u00e1mec je strukturov\u00e1n tak, aby v\u00e1m usnadnit tyto spojitosti identifikovat.<\/p>\n<p>Jakmile m\u00e1te z\u00e1kladn\u00ed chronologick\u00fd p\u0159\u00edb\u011bh, je t\u0159eba p\u0159idat n\u011bjak\u00e9 zaj\u00edmavosti.<\/p>\n<ol start=\"2\">\n<li>\n<h4>P\u0158\u00cdB\u011aH N\u011a\u010c\u00cdM OKO\u0158E\u0147TE<\/h4>\n<\/li>\n<\/ol>\n<p>Pov\u00edd\u00e1n\u00ed mus\u00ed zn\u00edt zaj\u00edmav\u011b a\u00a0poutav\u011b, such\u00e9 p\u0159edkl\u00e1d\u00e1n\u00ed informac\u00ed nikoho nezaujme.<\/p>\n<p>Dejte sv\u00e9mu vypr\u00e1v\u011bn\u00ed n\u011bjak\u00fd zaj\u00edmav\u00fd n\u00e1zev. Pro inspiraci se m\u016f\u017eete pod\u00edvat ty nej\u00fasp\u011b\u0161n\u011bj\u0161\u00ed TED Talks, kter\u00e9 maj\u00ed velk\u00fd po\u010det shl\u00e9dnut\u00ed. \u0158ada z\u00a0nich m\u00e1 jednoduch\u00fd, ale z\u00e1rove\u0148 odv\u00e1\u017en\u00fd a neot\u0159el\u00fd titulek, kter\u00fd upout\u00e1 va\u0161i pozornost. \u010casto jde o volbu slov, kter\u00e1 n\u011bjak\u00fdm zp\u016fsobem provokuje a\u00a0nut\u00ed v\u00e1s poslouchat nebo \u010d\u00edst d\u00e1l.<\/p>\n<p>Pot\u00e9 se pokuste sepsat jednominutov\u00e9 shrnut\u00ed toho, co chcete \u0159\u00edct \u2013 n\u011bco jako je obal na knize, kter\u00fd v\u00e1m mus\u00ed zaujmout, abyste cht\u011bli \u010d\u00edst d\u00e1l. K\u00a0n\u011bmu vytvo\u0159te del\u0161\u00ed, zhruba p\u011btiminutovou verzi s\u00a0nadpisy u ka\u017ed\u00e9 \u010d\u00e1sti a\u00a0zakon\u010dete to \u00faplnou zhruba dvacetiminutovou verz\u00ed pov\u00edd\u00e1n\u00ed. Tento postup v\u00e1s donut\u00ed set\u0159\u00eddit a se\u0159adit si informace a\u00a0data podle d\u016fle\u017eitosti. Jak\u00fd nejp\u016fsobiv\u011bj\u0161\u00ed <i>output <\/i>(v\u00fdstup), <i>out-take <\/i>(co si publikum z\u00a0komunikovan\u00e9ho sd\u011blen\u00ed vezme) a\u00a0<i>outcome <\/i>(v\u00fdsledek) m\u00e1te?<\/p>\n<p>A\u00a0rada na z\u00e1v\u011br \u2013 sna\u017ete se o lidsk\u00fd p\u0159\u00edstup a nezast\u00edrejte emoce, nav\u00e1\u017eete tak s\u00a0publikem nebo se \u010dten\u00e1\u0159em siln\u011bj\u0161\u00ed vazbu. Vyhn\u011bte se odborn\u00fdm marketingov\u00fdm term\u00edn\u016fm a\u00a0p\u0159ehnan\u011b slo\u017eit\u00fdm definic\u00edm. Sice mohou zn\u00edt chyt\u0159e, ale lidi \u010dasto sp\u00ed\u0161e odrad\u00ed.<\/p>\n<p>Pokud chcete podat p\u016fsobiv\u00e9 a p\u0159esv\u011bd\u010div\u00e9 vypr\u00e1v\u011bn\u00ed o efektivnosti, mus\u00edte sv\u016fj p\u0159\u00edb\u011bh dob\u0159e strukturovat a trochu ho n\u011b\u010d\u00edm oko\u0159enit. Jinak to nebude fungovat.<\/p>\n<\/div><\/section><\/p><\/div>\n\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='conclusion'  class='avia-section av-av_section-9d6ef0bbb1e4f746fe40705d3be7ccfd main_color avia-section-default avia-no-shadow  avia-builder-el-59  el_after_av_section  el_before_av_one_third  avia-bg-style-scroll container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-1960'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_third-6126cab7d8fab8d08143dd2dacdf673c\">\n.flex_column.av-av_one_third-6126cab7d8fab8d08143dd2dacdf673c{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_third-6126cab7d8fab8d08143dd2dacdf673c av_one_third  avia-builder-el-60  el_before_av_two_third  avia-builder-el-first  first flex_column_div av-zero-column-padding  '     ><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_two_third-0aa7055fe62c3622faec82866afbaeb2\">\n.flex_column.av-av_two_third-0aa7055fe62c3622faec82866afbaeb2{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_two_third-0aa7055fe62c3622faec82866afbaeb2 av_two_third  avia-builder-el-61  el_after_av_one_third  avia-builder-el-last  flex_column_div av-zero-column-padding  '     ><section  class='av_textblock_section av-av_textblock-e4c4518831caa9edbdca90b100cd9b37 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock performance-public-relations'  itemprop=\"text\" ><div id=\"u6124-4\" class=\"clearfix colelem shared_content\" data-content-guid=\"u6124-4_content\">\n<h2 id=\"u6253-2\">Z\u00c1V\u011aRE\u010cN\u00c9 SLOVO<\/h2>\n<h3 id=\"u6253-4\">CO STOJ\u00cd ZA VA\u0160\u00cdM M\u011a\u0158EN\u00cdM?<\/h3>\n<\/div>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe\">\n#top .hr.av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe{\nmargin-top:30px;\nmargin-bottom:30px;\n}\n.hr.av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe .hr-inner{\nwidth:300px;\nborder-color:#ff5800;\n}\n<\/style>\n<div  class='hr av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe hr-custom  avia-builder-el-63  el_after_av_textblock  el_before_av_team_member  hr-left hr-icon-no'><span class='hr-inner inner-border-av-border-fat'><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='avia-team-member av-av_team_member-19c019bcef861363a7e94db58c921c26  avia-builder-el-64  el_after_av_hr  el_before_av_textblock '  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/Person\" ><div class=\"team-img-container\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-96 avia-img-lazy-loading-not-96 avia_image avia_image_team' src=\"https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/elayne-phillips.jpg\" alt='Elayne Phillips'  itemprop=\"image\"   height=\"79\" width=\"99\" \/><div class=\"team-social\"><div class=\"team-social-inner\"><span class='hidden av_member_url_markup twitter'  itemprop=\"url\" >https:\/\/twitter.com\/layneyp<\/span><a href='https:\/\/twitter.com\/layneyp' class='avia-team-icon av-av_team_icon-72bd1695dee85cacc2f1c2d98c624d5d twitter avia-iconfont avia-font-entypo-fontello' rel='v:url'   data-av_icon='\ue8f1' data-av_iconfont='entypo-fontello' ><\/a><\/div><\/div><\/div><h3 class='team-member-name '  itemprop=\"name\" >Elayne Phillips<\/h3><div class='team-member-description '  itemprop=\"description\" ><p>Head of Civil Service Comms &<br \/>\nInternal Comms, Prime Minister\u2019s Office &<br \/>\nCabinet Office Comms, and Board Director AMEC<\/p>\n<\/div><span class='hidden team-member-affiliation'  itemprop=\"affiliation\" >AMEC Integrated Evaluation Framework<\/span><\/section><br \/>\n<section  class='av_textblock_section av-av_textblock-35972167d9f102c5ddaec0c531c98b9e '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p>M\u011b\u0159en\u00ed a hodnocen\u00ed by m\u011blo odhalit n\u011bjak\u00fd p\u0159\u00edb\u011bh, uk\u00e1zat na konkr\u00e9tn\u00edch p\u0159\u00edkladech \u010deho jsme dos\u00e1hli, jak se n\u00e1m to poda\u0159ilo, co zafungovalo a co naopak bylo zbyte\u010dn\u00e9. Nejde o pouh\u00fd sb\u011br zpr\u00e1v a dat \u010di tvorbu statistik. M\u011b\u0159en\u00ed mus\u00ed podat zpr\u00e1vu o tom:<\/p>\n<ul>\n<li>jak\u00e9 jsou v\u00fdstupy a pomoc\u00ed \u010deho jsme jich dos\u00e1hli<\/li>\n<li>co si z\u00a0na\u0161\u00ed komunikace odnesla c\u00edlov\u00e1 skupina<\/li>\n<li>a jak se dosa\u017een\u00fd v\u00fdsledek li\u0161il od na\u0161ich p\u016fvodn\u00edch z\u00e1m\u011br\u016f.<\/li>\n<\/ul>\n<p>Cel\u00fd proces m\u011b\u0159en\u00ed by v\u00e1s m\u011bl v\u00fdrazn\u011b posunout. N\u011bkdy se nau\u010d\u00edte nov\u00e9 v\u011bci u\u017e v\u00a0pr\u016fb\u011bhu kampan\u011b a jindy a\u017e po jej\u00edm konci, to z\u00e1le\u017e\u00ed. Uv\u011bdom\u00edte si, kter\u00e9 kan\u00e1ly funguj\u00ed dob\u0159e, jak\u00e9 p\u0159\u00edsp\u011bvky dosahuj\u00ed nejv\u011bt\u0161\u00ed sledovanosti a kter\u00e1 partnerstv\u00ed jsou p\u0159\u00ednosn\u00e1. T\u00edm p\u00e1dem v\u00e1m bude jasn\u00e9, jak\u00e9 aktivity je dobr\u00e9 podpo\u0159it i nad\u00e1le, a kter\u00e9 rad\u011bji pozm\u011bnit nebo od nich \u00fapln\u011b upustit. \u00a0<\/p>\n<p>Vyhn\u011bte se pou\u017e\u00edv\u00e1n\u00ed zbyte\u010dn\u00fdch metrik a pamatujte si, \u017ee \u010d\u00edm relevantn\u011bj\u0161\u00ed je zp\u016fsob hodnocen\u00ed, t\u00edm v\u011brohodn\u011bj\u0161\u00ed je kone\u010dn\u00fd p\u0159\u00edb\u011bh.<\/p>\n<\/div><\/section><\/p><\/div>\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='after_section_9'  class='main_color av_default_container_wrap container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-1960'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_third-9d24124a545ef7691702bdbb54c0e581\">\n.flex_column.av-av_one_third-9d24124a545ef7691702bdbb54c0e581{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_third-9d24124a545ef7691702bdbb54c0e581 av_one_third  avia-builder-el-66  el_after_av_section  el_before_av_two_third  avia-builder-el-first  first flex_column_div av-zero-column-padding  '     ><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_two_third-96b8b3e4602814b30fda83b599dc53bd\">\n.flex_column.av-av_two_third-96b8b3e4602814b30fda83b599dc53bd{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_two_third-96b8b3e4602814b30fda83b599dc53bd av_two_third  avia-builder-el-67  el_after_av_one_third  avia-builder-el-last  flex_column_div av-zero-column-padding  '     ><style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_textblock-e8931f3a3cb0ffe4e01460315f0ed18b\">\n#top .av_textblock_section.av-av_textblock-e8931f3a3cb0ffe4e01460315f0ed18b .avia_textblock{\ncolor:#ffffff;\n}\n<\/style>\n<section  class='av_textblock_section av-av_textblock-e8931f3a3cb0ffe4e01460315f0ed18b '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock av_inherit_color'  itemprop=\"text\" ><p style=\"text-align: center;\"><a class=\"framework-button\" href=\"https:\/\/amec.blazedev.co.uk\/amecframework\/en\/interactive-framework\/\" target=\"_blank\" rel=\"noopener noreferrer\">VSTUPTE DO INTEGROVAN\u00c9HO HODNOT\u00cdC\u00cdHO R\u00c1MCE<\/a><\/p>\n<\/div><\/section><\/div>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":0,"parent":1954,"menu_order":1,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"tags":[],"class_list":["post-1960","page","type-page","status-publish","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - 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