{"id":7131,"date":"2021-01-11T11:26:59","date_gmt":"2021-01-11T10:26:59","guid":{"rendered":"https:\/\/bestspotlight.cz\/?p=7131"},"modified":"2021-01-26T16:27:33","modified_gmt":"2021-01-26T15:27:33","slug":"zaostreno-na-pr","status":"publish","type":"post","link":"https:\/\/bestspotlight.cz\/cs\/zaostreno-na-pr\/","title":{"rendered":"Zaost\u0159eno na PR"},"content":{"rendered":"\t\t
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BEST Spotlight<\/strong><\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Pojem spole\u010densk\u00e1 odpov\u011bdnost firem (CSR) m\u00e1 pro profesion\u00e1ly z oblasti PR a marketingu velk\u00fd v\u00fdznam. T\u00e9mata jako udr\u017eitelnost, charita a snaha o zlep\u0161en\u00ed blahobytu ve\u0159ejnosti a zam\u011bstnanc\u016f jsou ji\u017e roky kl\u00ed\u010dov\u00e9.<\/p>\n\t<\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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PR ale nen\u00ed altruistick\u00e1 discipl\u00edna a aktivity mus\u00ed b\u00fdt v\u017edy spojeny s obchodn\u00edmi c\u00edli. PR spole\u010dnostem pom\u00e1h\u00e1 budovat pov\u011bst, kter\u00e1 podporuje z\u00e1jem o jejich slu\u017eby a produkty, a t\u00edm generovat zisk.<\/p>\n\t<\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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P\u0159esto, jako t\u00e9m\u011b\u0159 do ka\u017ed\u00e9ho aspektu \u017eivota, i do oblasti PR a komunikace pandemie p\u0159inesla z\u00e1sadn\u00ed zm\u011bnu.<\/p>\n\t<\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Rok 2020 byl rekordn\u00edm rokem pro zna\u010dky, kter\u00e9 komunikuj\u00ed a jednaj\u00ed v souladu s principy CSR s nepatrnou nebo \u017e\u00e1dnou zjevnou vyhl\u00eddkou na materi\u00e1ln\u00ed zisk. Pandemie se stala podn\u011btem pro vlnu CSR aktivit: d\u00e1rky pro pracovn\u00edky ve zdravotnictv\u00ed, osv\u011btov\u00e9 kampan\u011b o spr\u00e1vn\u00e9 hygien\u011b pro ve\u0159ejnost a charitativn\u00ed fundraisingov\u00e9 aktivity, pokud bychom m\u011bli jmenovat jen n\u011bkolik p\u0159\u00edklad\u016f. Jinde v\u00fdrobci zm\u011bnili \u00fa\u010del sv\u00e9 v\u00fdroby na pomoc v boji proti pandemii.<\/p>\n\t<\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Samoz\u0159ejm\u011b, \u017ee v r\u00e1mci t\u011bchto CSR aktivit nechyb\u011blo ani obchodn\u00ed pozad\u00ed. Kroky zna\u010dek b\u011bhem pandemie jist\u011b ovlivn\u00ed popularitu u ve\u0159ejnosti a z\u00fa\u010dastn\u011bn\u00fdch stran pro nadch\u00e1zej\u00edc\u00ed roky. Pokud se zna\u010dka nem\u016f\u017ee b\u011bhem glob\u00e1ln\u00ed krize chovat spole\u010densky odpov\u011bdn\u011b, ztrat\u00ed jej\u00ed CSR aktivity ve stabiln\u011bj\u0161\u00edch dob\u00e1ch svou d\u016fv\u011bryhodnost. Nutno podotknout, \u017ee mnoho zna\u010dek si b\u011bhem roku 2020 po\u010d\u00ednalo maxim\u00e1ln\u011b ob\u011btav\u011b.<\/p>\n\t<\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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S vakc\u00ednami na cest\u011b a n\u00e1vratem do norm\u00e1ln\u00edho \u017eivota, kter\u00fd se o\u010dek\u00e1v\u00e1 v roce 2021, budou spole\u010dnosti a komunika\u010dn\u00ed agentury brzy nuceny zv\u00e1\u017eit, jak se navr\u00e1tit ke standardn\u00ed komunikaci zam\u011b\u0159en\u00e9 na podporu z\u00e1jmu o produkty a slu\u017eby. Zprocesov\u00e1n\u00ed t\u011bchto krok\u016f m\u016f\u017ee b\u00fdt obt\u00ed\u017en\u00e9. Ve\u0159ejnost si zvykla na nezi\u0161tn\u00e9 chov\u00e1n\u00ed firem, a tak m\u016f\u017ee b\u00fdt \u0161okuj\u00edc\u00ed, kdy\u017e se do pop\u0159ed\u00ed vr\u00e1t\u00ed obchodn\u00ed \u00favahy, hlavn\u00ed c\u00edle PR aktivit. Tento proces by tedy m\u011bl b\u00fdt postupn\u00fd a pe\u010dliv\u011b p\u0159ipraven\u00fd.<\/p>\n\t<\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Rok 2020 uk\u00e1zal skute\u010dn\u00e9 v\u00fdhody spole\u010densky odpov\u011bdn\u00e9ho chov\u00e1n\u00ed firem. Podniky mohou skute\u010dn\u011b p\u0159isp\u011bt k \u0159e\u0161en\u00ed z\u00e1sadn\u00edch glob\u00e1ln\u00edch probl\u00e9m\u016f a opravdu mohou m\u011bnit: pom\u00e1hat zachr\u00e1nit pracovn\u00ed pozice, planetu a \u017eivoty. CSR nabralo na d\u016fle\u017eitosti a respektu.<\/p>\n\t<\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Spole\u010dnosti by si m\u011bly zapamatovat novou perspektivu, kterou Covid-19 vnesl do aktivit, a zachovat balanc mezi b\u011b\u017en\u00fdm stavem a aktivitami z roku 2020. Boom, kter\u00e9mu se CSR dostalo, nen\u00ed kr\u00e1tkodob\u00fdm fenom\u00e9nem. Naopak, CSR se z dlouhodob\u00e9ho hlediska stalo d\u016fle\u017eit\u011bj\u0161\u00ed ne\u017e kdy d\u0159\u00edv. <\/p>\n\t<\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Rok 2020 byl rekordn\u00edm rokem pro zna\u010dky, kter\u00e9 komunikuj\u00ed a jednaj\u00ed v souladu s principy CSR. PR ale nen\u00ed altruistick\u00e1 discipl\u00edna a aktivity mus\u00ed b\u00fdt v\u017edy spojeny s obchodn\u00edmi c\u00edli. <\/p>\n","protected":false},"author":2,"featured_media":7151,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false},"categories":[137],"tags":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/bestspotlight.cz\/cs\/wp-json\/wp\/v2\/posts\/7131"}],"collection":[{"href":"https:\/\/bestspotlight.cz\/cs\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bestspotlight.cz\/cs\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/bestspotlight.cz\/cs\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/bestspotlight.cz\/cs\/wp-json\/wp\/v2\/comments?post=7131"}],"version-history":[{"count":13,"href":"https:\/\/bestspotlight.cz\/cs\/wp-json\/wp\/v2\/posts\/7131\/revisions"}],"predecessor-version":[{"id":7149,"href":"https:\/\/bestspotlight.cz\/cs\/wp-json\/wp\/v2\/posts\/7131\/revisions\/7149"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/bestspotlight.cz\/cs\/wp-json\/wp\/v2\/media\/7151"}],"wp:attachment":[{"href":"https:\/\/bestspotlight.cz\/cs\/wp-json\/wp\/v2\/media?parent=7131"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bestspotlight.cz\/cs\/wp-json\/wp\/v2\/categories?post=7131"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bestspotlight.cz\/cs\/wp-json\/wp\/v2\/tags?post=7131"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}