eBooks PRAM
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{"cz":"eBooks PRAM"}
{"cz":""}
Traditional PR Services as the Key to Business Solutions in the Age of AI
Objevte klíčové principy, jak si udržet pevnou reputaci i v těch nejnáročnějších situacích. Naučte se měřit a řídit vnímání vaší značky, zvládat krizovou komunikaci a pracovat s klíčovými stakeholdery tak, aby důvěra ve vaši firmu rostla i v dobách nejistoty.
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TRADITIONAL PRSERVICES AS THEKEY TO BUSINESSSOLUTIONS INTHE AGE OF AI6 insights from the „PR in Cannes“ conferenceat the Cannes Lions 2025 festivalPRAM Consulting s.r.o.Strana 2
TRADITIONAL PR SERVICES AS THE KEY TO BUSINESS SOLUTIONS IN THE AGE OF AI – PRAM Consulting s.r.o.TRADITIONAL PR SERVICES AS THE KEY TO BUSINESS SOLUTIONS IN THE AGE OF AI – PRAM Consulting s.r.o.Strana 3
1CONTENTIntroduction 21. PR must take on a more important role in business 32. AI is a tool, not a threat 53. Barcelona Principles 4.0, or new standards for measuring PR impact 64. Building trust requires astrategy 105. Earned media is more relevant than ever 126. Agencies must evolve 14Final message from Cannes 16Strana 4
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.m10{transform:matrix(-0.037468,-0.320356,0.320356,-0.037468,0,0);-ms-transform:matrix(-0.037468,-0.320356,0.320356,-0.037468,0,0);-webkit-transform:matrix(-0.037468,-0.320356,0.320356,-0.037468,0,0);} .ma9{transform:matrix(-0.036972,0.320413,-0.320413,-0.036972,0,0);-ms-transform:matrix(-0.036972,0.320413,-0.320413,-0.036972,0,0);-webkit-transform:matrix(-0.036972,0.320413,-0.320413,-0.036972,0,0);} .ma8{transform:matrix(-0.032746,0.320873,-0.320873,-0.032746,0,0);-ms-transform:matrix(-0.032746,0.320873,-0.320873,-0.032746,0,0);-webkit-transform:matrix(-0.032746,0.320873,-0.320873,-0.032746,0,0);} .ma7{transform:matrix(-0.028501,0.321278,-0.321278,-0.028501,0,0);-ms-transform:matrix(-0.028501,0.321278,-0.321278,-0.028501,0,0);-webkit-transform:matrix(-0.028501,0.321278,-0.321278,-0.028501,0,0);} .ma6{transform:matrix(-0.024247,0.321627,-0.321627,-0.024247,0,0);-ms-transform:matrix(-0.024247,0.321627,-0.321627,-0.024247,0,0);-webkit-transform:matrix(-0.024247,0.321627,-0.321627,-0.024247,0,0);} .m11{transform:matrix(-0.020603,-0.321881,0.321881,-0.020603,0,0);-ms-transform:matrix(-0.020603,-0.321881,0.321881,-0.020603,0,0);-webkit-transform:matrix(-0.020603,-0.321881,0.321881,-0.020603,0,0);} .ma5{transform:matrix(-0.019980,0.321920,-0.321920,-0.019980,0,0);-ms-transform:matrix(-0.019980,0.321920,-0.321920,-0.019980,0,0);-webkit-transform:matrix(-0.019980,0.321920,-0.321920,-0.019980,0,0);} .ma4{transform:matrix(-0.015708,0.322157,-0.322157,-0.015708,0,0);-ms-transform:matrix(-0.015708,0.322157,-0.322157,-0.015708,0,0);-webkit-transform:matrix(-0.015708,0.322157,-0.322157,-0.015708,0,0);} .ma3{transform:matrix(-0.011430,0.322337,-0.322337,-0.011430,0,0);-ms-transform:matrix(-0.011430,0.322337,-0.322337,-0.011430,0,0);-webkit-transform:matrix(-0.011430,0.322337,-0.322337,-0.011430,0,0);} .m12{transform:matrix(-0.009951,-0.322386,0.322386,-0.009951,0,0);-ms-transform:matrix(-0.009951,-0.322386,0.322386,-0.009951,0,0);-webkit-transform:matrix(-0.009951,-0.322386,0.322386,-0.009951,0,0);} .ma2{transform:matrix(-0.007205,0.322459,-0.322459,-0.007205,0,0);-ms-transform:matrix(-0.007205,0.322459,-0.322459,-0.007205,0,0);-webkit-transform:matrix(-0.007205,0.322459,-0.322459,-0.007205,0,0);} .meb{transform:matrix(-0.006641,-0.322471,0.322471,-0.006641,0,0);-ms-transform:matrix(-0.006641,-0.322471,0.322471,-0.006641,0,0);-webkit-transform:matrix(-0.006641,-0.322471,0.322471,-0.006641,0,0);} .ma1{transform:matrix(-0.002968,0.322526,-0.322526,-0.002968,0,0);-ms-transform:matrix(-0.002968,0.322526,-0.322526,-0.002968,0,0);-webkit-transform:matrix(-0.002968,0.322526,-0.322526,-0.002968,0,0);} .m13{transform:matrix(-0.000379,-0.322539,0.322539,-0.000379,0,0);-ms-transform:matrix(-0.000379,-0.322539,0.322539,-0.000379,0,0);-webkit-transform:matrix(-0.000379,-0.322539,0.322539,-0.000379,0,0);} .ma0{transform:matrix(0.001330,0.322537,-0.322537,0.001330,0,0);-ms-transform:matrix(0.001330,0.322537,-0.322537,0.001330,0,0);-webkit-transform:matrix(0.001330,0.322537,-0.322537,0.001330,0,0);} .m9f{transform:matrix(0.005573,0.322491,-0.322491,0.005573,0,0);-ms-transform:matrix(0.005573,0.322491,-0.322491,0.005573,0,0);-webkit-transform:matrix(0.005573,0.322491,-0.322491,0.005573,0,0);} .me5{transform:matrix(0.007543,-0.322451,0.322451,0.007543,0,0);-ms-transform:matrix(0.007543,-0.322451,0.322451,0.007543,0,0);-webkit-transform:matrix(0.007543,-0.322451,0.322451,0.007543,0,0);} .m9e{transform:matrix(0.009824,0.322390,-0.322390,0.009824,0,0);-ms-transform:matrix(0.009824,0.322390,-0.322390,0.009824,0,0);-webkit-transform:matrix(0.009824,0.322390,-0.322390,0.009824,0,0);} .m9d{transform:matrix(0.014067,0.322233,-0.322233,0.014067,0,0);-ms-transform:matrix(0.014067,0.322233,-0.322233,0.014067,0,0);-webkit-transform:matrix(0.014067,0.322233,-0.322233,0.014067,0,0);} .m14{transform:matrix(0.015145,-0.322184,0.322184,0.015145,0,0);-ms-transform:matrix(0.015145,-0.322184,0.322184,0.015145,0,0);-webkit-transform:matrix(0.015145,-0.322184,0.322184,0.015145,0,0);} .m9c{transform:matrix(0.024731,0.321590,-0.321590,0.024731,0,0);-ms-transform:matrix(0.024731,0.321590,-0.321590,0.024731,0,0);-webkit-transform:matrix(0.024731,0.321590,-0.321590,0.024731,0,0);} .m15{transform:matrix(0.030001,-0.321141,0.321141,0.030001,0,0);-ms-transform:matrix(0.030001,-0.321141,0.321141,0.030001,0,0);-webkit-transform:matrix(0.030001,-0.321141,0.321141,0.030001,0,0);} .m9b{transform:matrix(0.042280,0.319756,-0.319756,0.042280,0,0);-ms-transform:matrix(0.042280,0.319756,-0.319756,0.042280,0,0);-webkit-transform:matrix(0.042280,0.319756,-0.319756,0.042280,0,0);} .m16{transform:matrix(0.044902,-0.319399,0.319399,0.044902,0,0);-ms-transform:matrix(0.044902,-0.319399,0.319399,0.044902,0,0);-webkit-transform:matrix(0.044902,-0.319399,0.319399,0.044902,0,0);} .m9a{transform:matrix(0.051752,0.318360,-0.318360,0.051752,0,0);-ms-transform:matrix(0.051752,0.318360,-0.318360,0.051752,0,0);-webkit-transform:matrix(0.051752,0.318360,-0.318360,0.051752,0,0);} .me2{transform:matrix(0.056342,-0.317580,0.317580,0.056342,0,0);-ms-transform:matrix(0.056342,-0.317580,0.317580,0.056342,0,0);-webkit-transform:matrix(0.056342,-0.317580,0.317580,0.056342,0,0);} .m17{transform:matrix(0.059143,-0.317071,0.317071,0.059143,0,0);-ms-transform:matrix(0.059143,-0.317071,0.317071,0.059143,0,0);-webkit-transform:matrix(0.059143,-0.317071,0.317071,0.059143,0,0);} 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.m118{transform:matrix(0.277023,-0.165197,0.165197,0.277023,0,0);-ms-transform:matrix(0.277023,-0.165197,0.165197,0.277023,0,0);-webkit-transform:matrix(0.277023,-0.165197,0.165197,0.277023,0,0);} .m6c{transform:matrix(0.278871,0.162057,-0.162057,0.278871,0,0);-ms-transform:matrix(0.278871,0.162057,-0.162057,0.278871,0,0);-webkit-transform:matrix(0.278871,0.162057,-0.162057,0.278871,0,0);} .m117{transform:matrix(0.279244,-0.161414,0.161414,0.279244,0,0);-ms-transform:matrix(0.279244,-0.161414,0.161414,0.279244,0,0);-webkit-transform:matrix(0.279244,-0.161414,0.161414,0.279244,0,0);} .m2d{transform:matrix(0.279558,-0.160870,0.160870,0.279558,0,0);-ms-transform:matrix(0.279558,-0.160870,0.160870,0.279558,0,0);-webkit-transform:matrix(0.279558,-0.160870,0.160870,0.279558,0,0);} .m6b{transform:matrix(0.280966,0.158397,-0.158397,0.280966,0,0);-ms-transform:matrix(0.280966,0.158397,-0.158397,0.280966,0,0);-webkit-transform:matrix(0.280966,0.158397,-0.158397,0.280966,0,0);} 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Strana 9
Strana 11
Where to find corporate purpose?
Look for your corporate purpose at the intersection of the four circles.
How do you know if you’ve decided on the right company purpose?
Once you come up with a possible formulation, you need to make sure that the result of all the thinking and searching is not just an empty phrase.
7 trends in purpose-driven campaigns for 2024
Drawing lessons from best practice in 2023, we expect the following topics of purpose-driven campaigns will remain strong globally in 2024.
Aktivismus značek: co to je?
Jako aktivismus značek (nebo také brand aktivismus či společenská angažovanost firem) se souhrnně označují aktivity, jimiž se organizace aktivně vyjadřují k celospolečenským otázkám, ať už se týkají politiky, kultury či sociálních a environmentálních témat.
3 důvody, proč být firma-aktivista
85 % účastníků studie USC věří, že právě v oblasti byznysu leží rozhodující síla, která má potenciál zmírnit polarizaci společnosti, 83 % z nich pak doplňuje, že firmy mají pro tento účel vhodnou platformu a jejich hlas má vliv.
Nefinanční reporting. Co to je?
Na rozdíl od typických účetních uzávěrek plných ekonomických výsledků se nefinanční reporting zaměřuje na méně ekonomické, přesto vyčíslitelné oblasti působení firmy. Třeba její vliv na životní prostředí, společenský dopad nebo na personální diverzitu.
6 kroků k nefinančnímu reportingu
V případě nefinančního reportingu je prvním krokem definice cílů, ke kterým by měl report vést. Čeho chcete dosáhnout v rámci firmy? Jakou zprávu chcete vyslat veřejnosti, potažmo stakeholderům?
PRAM
Traditional PR Services as the Key to Business Solutions in the Age of AI
Objevte klíčové principy, jak si udržet pevnou reputaci i v těch nejnáročnějších situacích. Naučte se měřit a řídit vnímání vaší značky, zvládat krizovou komunikaci a pracovat s klíčovými stakeholdery tak, aby důvěra ve vaši firmu rostla i v dobách nejistoty.
Tradiční PR služby jako klíč k podnikatelským řešením v době AI
Objevte klíčové principy, jak si udržet pevnou reputaci i v těch nejnáročnějších situacích. Naučte se měřit a řídit vnímání vaší značky, zvládat krizovou komunikaci a pracovat s klíčovými stakeholdery tak, aby důvěra ve vaši firmu rostla i v dobách nejistoty.
Jak se vyhnout reputačním turbulencím
Objevte klíčové principy, jak si udržet pevnou reputaci i v těch nejnáročnějších situacích. Naučte se měřit a řídit vnímání vaší značky, zvládat krizovou komunikaci a pracovat s klíčovými stakeholdery tak, aby důvěra ve vaši firmu rostla i v dobách nejistoty.
Výzvy etické komunikace
V prostředí, kde si každá firma může založit vlastní médium, kde si každý člověk může vybrat svůj vlastní informační bublinový vesmír a kde pravda soutěží s rychlostí, se etika stává pevným bodem v chaotickém světě komunikace.
Behavioralni komunikace
Jak se dostat „pod kůži“ cílové skupině a umět jí lépe prodat vlastní produkt – či v případě public relations to, co chce klient dostat do médií?
Sustainability Report PRAM Consulting
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Public Affairs
Jak dobře zvládnout public affairs a dá se měřit úspěch korporátní komunikace?
Report udržitelnosti PRAM Consulting
PRAM Consulting představuje svůj první ESG report, který je průkopnickým krokem v oblasti udržitelnosti na českém PR trhu. Tento report detailně popisuje tříletou ESG strategii agentury, zahrnující environmentální cíle, sociální angažovanost a vysoké standardy řízení společnosti. Zahrnuje závazky ke snižování uhlíkové stopy, podporu zaměstnanců, a pro bono aktivity, jako je partnerství s projekty na podporu klimatu a komunit. Tento ESG report slouží jako transparentní ukazatel naší dlouhodobé vize udržitelnosti a odpovědného podnikání.
Průvodce krizovou komunikací
Je možné zvládnout krizovou komunikaci klienta „bez ztráty květinky“ a zachovat mu dobrou reputaci? A jak toho docílit?
How to communicate company's mythical purpose and where to find it?
Discover the key steps to defining a meaningful purpose that resonates with all stakeholders. Explore seven trends of purpose-driven campaigns in 2024. You will also learn how to strengthen your brand in a world full of changing trends.
Jak komunikovat bájné poslání firmy a kde ho hledat?
Odhalte klíčové kroky k definování smysluplného poslání, které rezonuje se všemi zúčastněnými stranami a objevte sedm trendů účelových kampaní. Prozkoumejte sedm trendů účelových kampaní a zjistěte, jak posílit vaši značku ve světě plném proměnlivých trendů.
Aplikace, které pomáhají manažerům při práci
Objevte nezbytné nástroje a aplikace pro každou fázi PR projektu. Zjistěte, jak zefektivnit své PR procesy a využívat moderní technologie.
Aktivismus firem
Zjistěte, jak vaše firma může zaujmout postoj k aktuálním sociálním, ekologickým a politickým otázkám. Naučte se, jak propojit vaše firemní poslání s aktivismem.
Jak pomocí PR ovlivnit výsledky vaší firmy
Získejte průvodce k efektivnímu měření vlivu PR aktivit na vaši značku. Odhalte klíčové indikátory výkonnosti a nejnovější metody pro měření PR.
Nefinanční reporting
Naučte se, jak začít s transparentním vykazováním ESG faktorů. Zjistěte, jak nefinanční reporting může přinést přidanou hodnotu vaší firmě.
Jak komunikovat diverzitu, rovnost a inkluzi
Prozkoumejte, jak začlenit klíčové koncepty DEI do vaší firemní kultury. Zjistěte, proč je DEI nezbytné pro úspěch organizace a jak může přispět k inovacím.
Trendy v PR
Naučte se, jak rozšířit obzory vaší značky přes hranice dobré reputace. Zjistěte, jak příběhy klientů a moderní praktiky v public relations mohou ovlivnit vaši komunikační strategii.
Customer Journey - cesta zákazníka
Naučte se, jak efektivně vést zákazníka od prvního kontaktu po nákup a loajalitu. Objevte, jak využít multikanálovou komunikaci pro maximální dopad na příjmy firmy.
Personální branding
Zjistěte, jak vybudovat silný osobní brand v souladu s firemním brandingem. Prozkoumejte důležitost osobního brandingu pro váš úspěch a reputaci společnosti.
Průvodce CSR
Zjistěte, jak efektivně komunikovat CSR projekty a maximalizovat jejich přínos. Naučte se, jak správně identifikovat a komunikovat vaše CSR aktivity.
Průvodce měřením PR
Odhalte, jak efektivně měřit úspěšnost vašich PR kampaní. Zjistěte, jaké metriky jsou klíčové a jak je interpretovat ve prospěch vaší značky.
Průvodce storytellingem
Objevte moc vyprávění příběhů v marketingové komunikaci a public relations. Naučte se, jak vytvořit a sdílet příběhy, které zvýší loajalitu k značce a podpoří vaše firemní příjmy.
Průvodce krizovou komunikací
Naučte se, jak efektivně řídit krizovou komunikaci a minimalizovat poškození reputace. Zjistěte, jak připravit tým na nečekané události a obnovit důvěru veřejnosti.
Technologické trendy 2019
Získejte přehled o tom, jak se technologie proměňují a ovlivňují různé oblasti průmyslu. Naučte se, jak se přizpůsobit těmto změnám pro zajištění konkurenční výhody vaší firmy.