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{"cz":"eBooks PRAM"}
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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.
Strana 1
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
2TRADITIONAL PR SERVICES AS THE KEY TO BUSINESS SOLUTIONS IN THE AGE OF AI – PRAM Consulting s.r.o.INTRODUCTIONThe June PR in Cannes conference, organized byPRAM Consulting under the patronage of ICCOat the Cannes Lions 2025 festival, confirmedthat the public relations industry is undergoingafundamental transformation. It is no longerjust a supporting marketing tool, but is becomingastrategic business partner that can influencethe reputation, innovation, and long-term growthof companies. In this e-book, we summarize sixkey insights from this year‘s conference that showhow the role of PR is changing, what role artificialintelligence plays, and why strategic thinking,trust, and relevant media are more importanttoday than ever before.The conclusions fromPatrik Schober‘s book TheArt of Leadership throughPublic Relations are directlyconfirmed in the discussions atbeen not only to be able tocommunicate, but also tomonitor new technologies,anticipate the consequencesof social events andsocial dynamics, and helporganizations prepare forthem, overcome them, andideally even benefit from them.Modern PR is adaptive anduses innovative approachesin all its areas. Part of theindustry‘s existential shift isabandoning outdated metricsand moving to evaluatingcontribution based onactual value delivered. PR isopening up to awide rangeof personalities and talents,and the only type of peoplefor whom it is not suitableare those who hate changeand cling tooth and nail to thestatus quo.the PR in Cannes conference,which reflected currenttopics and trends in PR. Itturns out that the role ofPR professionals has longStrana 5
31. PR MUST TAKE PR MUST TAKEON A MORE ON A MOREIMPORTANT ROLE IMPORTANT ROLEIN BUSINESSIN BUSINESSIt’s time to stop underestimating ourselves andstart showing the driving role that PR really playsin companies. In a world where an organization’sreputation increasingly determines its long-termsuccess, our industry should not be content witha supporting role. Storytelling and a narrativeapproach are not new, but have been a naturalpart of PR for decades, long before advertisingagencies started using buzzwords.Strana 6
4TRADITIONAL PR SERVICES AS THE KEY TO BUSINESS SOLUTIONS IN THE AGE OF AI – PRAM Consulting s.r.o.According to the ICCO WorldPR Report, 61% of clientstoday prioritize a company’slong-term reputation overshort-term sales growth. Thisis a clear signal that the valueof PR in the context of broadercorporate goals is growing. Inaddition, 79% of professionalsexpect AI to have a significantimpact on the industry,particularly in the areas ofeffectiveness measurement,advanced analytics, andcorporate storytelling.Today, companies are lookingfor confident partners whonot only communicate well,but also understand businesslogic and know how to navigatecomplex situations. PR is thusincreasingly shifting fromthe role of “implementer”to that of strategic advisor.A modern agency thereforefunctions as a consultinghub - commercially minded,analytically equipped, andfocused on solving challenges.In practice, this means thatPR is involved from the earlystages of planning: togetherwith the client, it assessesrisks, helps formulate astrategy, and sets a directionthat is both sustainable andmeasurable.Strana 7
552. AI IS A TOOL, AI IS A TOOL,NOT A THREATNOT A THREATArtificial intelligence, combined with human creativity, can takecommunication to the next level. It can remove barriers, launch newbusiness models, and transform the entire communication managementprocess into a single, intelligent, interconnected whole. Where routine tasksused to waste time and energy, AI can free up space for truly strategic andcreative thinking.At professional debates, thereis a clear call not to view AI asan adversary, but as an ally.The task of PR professionalsis no longer to explain whyAI should be feared, butrather to demonstrate itspractical benefits. Artificialintelligence is becoming aninvaluable partner, as it canhelp understand audiences,model scenarios, and testcommunication strategiesto strategically integrate itinto their daily practice. Suchteams can already achieve aseveral-fold acceleration ofprocesses, improve analyticaloutputs, and strengthenedstrategic consulting. Whenused correctly, AI becomesa powerful multiplier ofprofessional competencies,not a competitor.before they are put intopractice. It is thereforeessential for professionals tomaster this technology if theywant to remain competitive.For communication, itrepresents something thatcould be compared to theindustrial revolution. It willbring the greatest value tothose agencies that are ablenot only to test it, but alsoStrana 8
TRADITIONAL PR SERVICES AS THE KEY TO BUSINESS SOLUTIONS IN THE AGE OF AI – PRAM Consulting s.r.o.63.3. BARCELONA BARCELONAPRINCIPLES 4.0, PRINCIPLES 4.0,OR NEW OR NEWSTANDARDS STANDARDSFOR MEASURING FOR MEASURINGPR IMPACTPR IMPACTAn important part of the debate was the update of the BarcelonaPrinciples 4.0, which reflects the need to modernize the measurement ofcommunication eectiveness. Below, we provide a clear overview of the newwording and changes that have been made.Strana 9
77Setting clear andmeasurable goalsis a prerequisite foreffective communicationplanning, measurement,and evaluation.The new definitionsimilarly emphasizes aniterative approach thatsets goals according to theSMART method and linksthem to organizationalperformance and societalimpact.PRINCIPLE1Defining andunderstanding allstakeholders areessential steps inplanning, buildingrelationships, andcreating lasting impact.The shift from the olderversion lies in the emphasison continuous research,active listening, andconnecting stakeholderswith communicationplanning and evaluation.PRINCIPLE2Comprehensivecommunicationmeasurement andevaluation should beapplied to all relevantchannels used tounderstand andinfluence audiencestakeholders.The update to thisprinciple reflects therapid transformation ofthe media environment,new platforms, andtechnologies, transcendingthe traditional divisionbetween online and offlinechannels.PRINCIPLE3Strana 10
8TRADITIONAL PR SERVICES AS THE KEY TO BUSINESS SOLUTIONS IN THE AGE OF AI – PRAM Consulting s.r.o.Effectivecommunicationmeasurement andevaluation requirea combination ofqualitative andquantitative analyses.This is a cornerstone ofmeasurement that hasbeen consistent sincethe first versions of theBarcelona Principles andwas already emphasized inPatrik Schober‘s book TheArt of Leadership throughPublic Relations. It isbased on four key levels ofevaluation. The first two,Outputs and Out-takes,fall within the realm ofquantitative metrics, whileOutcomes and Impact arequalitative in nature.PRINCIPLE4MEASUREMENTANDEVALUATION,INSIGHTSANDLEARNINGPREPARATIONORGANIZATIONImpactOrganizationalobjectivesAlign objectivesAudience response& eectsPlan, set targets& other imputsCommunicationsobjectivesTargetaudienceStrategyActivityImplementMeasureactivityOutputOut-takesOutcomesOrganizationstakeholdereectsIMPLEMENTATIONDownload the full ebook summarizingthe Barcelona Principles 4.0Strana 11
9Today, measurement must evolve to tell authentic stories about the impact of communication,not just present numbers. The adoption of the Barcelona Principles 4.0 strengthens trust,promotes accountability, and paves the way for continuous improvement of evaluationprocesses, representing a fundamental shift in how PR demonstrates its value and impact.Non-informative metrics(e.g., AVE) should not beused. Instead, measureand evaluate the valueof communication basedon its results and impact.The principle continues toclearly reject the use of AVE,which is still used by abouthalf of communicationmanagers worldwide,and adds other irrelevantmetrics. There is also a shiftfrom „what not to do“ to„how to do it right.“PRINCIPLE5Measurement andevaluation should reportoutputs, outcomes,and impacts in relationto the organizationand stakeholders.The principle now placesgreater emphasis onlinking measurement tolong-term impact andadeeper understanding ofstakeholder perceptionsand needs.PRINCIPLE6Ethics, governance,and transparency inworking with data,methodologies, andtechnologies build trustand support learning.Instead of generaltransparency, the newemphasis is on ethics,governance, and workingwith technologies. Thisopens the principle tomodern challenges such asresponsible data handlingand trust building.PRINCIPLE7Strana 12
10TRADITIONAL PR SERVICES AS THE KEY TO BUSINESS SOLUTIONS IN THE AGE OF AI – PRAM Consulting s.r.o.4. BUILDING BUILDINGTRUST TRUSTREQUIRES REQUIRESASTRATEGYASTRATEGYIn an era of rapidly spreading misinformation, media literacy and authenticstorytelling are essential tools for restoring public trust. Meanwhile, someaudiences label even reputable media outlets as sources of „fake news“, andcertain actors deliberately abuse their own and others‘ platforms to spreadmanipulative narratives. In this context, the role of PR and traditional mediatakes on irreplaceable significance—not only as channels for information,but as arbiters of credibility and meaningful communication.Strana 13
11Even success at prestigiousevents such as CannesLions is not just about bigbudgets or flashy advertisingstunts. Strategic planning,careful research, reliablemeasurement, and clearlydocumented results makethe real difference. This iswhere media intelligencecan help, as it allows for abetter understanding of thedynamics of the informationenvironment and enablescontent to be effectivelytargeted to resonate witheven the most demandingaudiences.Positive framing is provingto be the key to effectivecommunication, for example,in the area of climate change.Long-term appeals to thepublic through warningsand moralizing have notproven effective; on thecontrary, years of negativemessages have led to asense of helplessness andapathy among the public. Ina situation where politicalrhetoric often downplays theimpacts of climate change,a change in approach isnecessary.A real shift can be broughtabout by linking datawith human-centered,hopeful stories. PR has theopportunity to shift thenarrative from pessimism toproactive action and inspirereal change. Strategicallymanaged communicationcan not only explain complextopics, but also influenceattitudes and long-termbehaviour, with PR takingthe lead in transformingconcerns into concrete andconstructive actions.The panel discussionhighlighted the need fortransparent and verifiedsources, honest storytelling,and the use of tools forvalidating information. TheMedia Trust Initiative was alsopresented—a framework forcontinuously monitoring andstrengthening the credibilityof media communication.This approach also callson agencies to take greaterresponsibility for shaping thepublic sphere.Strana 14
12TRADITIONAL PR SERVICES AS THE KEY TO BUSINESS SOLUTIONS IN THE AGE OF AI – PRAM Consulting s.r.o.5. EARNED EARNEDMEDIA IS MORE MEDIA IS MORERELEVANT RELEVANTTHAN EVERTHAN EVERWith the advent of generative AI, theway people search for information isfundamentally changing. Especially inanAI-driven environment, reputation,credibility, and visibility matter. It is clearthat a quality magazine article is morerelevant than a random product ad.Earned media is becoming akey source for AI, which favorscontent produced by journal-ists and editors. This opens aninteresting opportunity for PRagencies, as smaller compa-nies can effectively competewith global players.The concept of GenerativeEngine Optimization (GEO)focuses on how to makecontent more discoverablefor AI. Large language models(LLMs) draw primarily frompublicly available contentsuch as articles, blogs, andstudies. More than 89% of thisis earned media. Today, qualitycontent therefore determinesnot only how a brand isperceived by people, but alsoby artificial intelligence itself.Strana 15
13GEOGenerativeEngineOptimizationStrana 16
14TRADITIONAL PR SERVICES AS THE KEY TO BUSINESS SOLUTIONS IN THE AGE OF AI – PRAM Consulting s.r.o.6.6.COMMUNICATION COMMUNICATIONTEAMS MUST TEAMS MUSTEVOLVEEVOLVEThe future will belong to those who move awayfrom routine tasks to deeper insights, build teamsregardless of national borders, and focus ondelivering value rather than just the number ofarticles. Challenging times lie ahead, but it is up tous how we shape them.Strana 17
15As AI tools increasingly take over these repetitive tasks, the roleof communication Teams needs to be redefined. This includesadapting organizational structures, moving from traditionalpyramid models to more flexible diamond models, anddeveloping young AI-oriented talent. Intergenerational teamsthen allow for abalance between strategic vision and the abilityto innovate.The success of communication Teams today depends on theirability to integrate different areas of communication and createteams that deliver comprehensive solutions to clients. It willno longer be determined by where its members are located,but by how effectively they can connect talent across markets,cultures, and disciplines. Geography, role, and background areno obstacles when it comes to building the right team.Communication Teams culture is not just an internal matter—it manifests itself in every meeting, every interaction, andevery project. Tomorrow‘s most attractive agencies will beenergetic, value-driven, and people-first. Clients will feel thisin how the team listens, collaborates, asks questions, andbuilds relationships. Culture will become the clearest signal ofreadiness for the future.The most successful communication Teams are not waitingto be disrupted by disruptive technologies but are changingthemselves. The best prepared are already changing theirprocesses, introducing new services, and uncovering or creatingnew needs. The goal is to stay one step ahead and help clientsdo the same.Strana 18
16TRADITIONAL PR SERVICES AS THE KEY TO BUSINESS SOLUTIONS IN THE AGE OF AI – PRAM Consulting s.r.o.FINALMESSAGE FROMCANNES:PR in Cannes showed that the industry has the courage to shape its ownfuture. For PR to truly function as a strategic partner to organizations, wemust talk openly about trust, measure and demonstrate our value withconcrete results, and take full responsibility for our impact. The industry isready to stop underestimating itself and start fully realizing its influence.Find out more about the future of PR in the bookThe Art of Leadership Through Public Relations.Strana 19
17PR is not just PR is not justpart of the part of theconversation—it conversation—itcan lead it.can lead it.Strana 20
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.mbf{transform:matrix(-0.127242,0.296380,-0.296380,-0.127242,0,0);-ms-transform:matrix(-0.127242,0.296380,-0.296380,-0.127242,0,0);-webkit-transform:matrix(-0.127242,0.296380,-0.296380,-0.127242,0,0);} .mbe{transform:matrix(-0.123333,0.298028,-0.298028,-0.123333,0,0);-ms-transform:matrix(-0.123333,0.298028,-0.298028,-0.123333,0,0);-webkit-transform:matrix(-0.123333,0.298028,-0.298028,-0.123333,0,0);} .mbd{transform:matrix(-0.119393,0.299628,-0.299628,-0.119393,0,0);-ms-transform:matrix(-0.119393,0.299628,-0.299628,-0.119393,0,0);-webkit-transform:matrix(-0.119393,0.299628,-0.299628,-0.119393,0,0);} .ma{transform:matrix(-0.118458,-0.299999,0.299999,-0.118458,0,0);-ms-transform:matrix(-0.118458,-0.299999,0.299999,-0.118458,0,0);-webkit-transform:matrix(-0.118458,-0.299999,0.299999,-0.118458,0,0);} .mbc{transform:matrix(-0.115434,0.301176,-0.301176,-0.115434,0,0);-ms-transform:matrix(-0.115434,0.301176,-0.301176,-0.115434,0,0);-webkit-transform:matrix(-0.115434,0.301176,-0.301176,-0.115434,0,0);} .mbb{transform:matrix(-0.111446,0.302674,-0.302674,-0.111446,0,0);-ms-transform:matrix(-0.111446,0.302674,-0.302674,-0.111446,0,0);-webkit-transform:matrix(-0.111446,0.302674,-0.302674,-0.111446,0,0);} .mba{transform:matrix(-0.107486,0.304103,-0.304103,-0.107486,0,0);-ms-transform:matrix(-0.107486,0.304103,-0.304103,-0.107486,0,0);-webkit-transform:matrix(-0.107486,0.304103,-0.304103,-0.107486,0,0);} .mb9{transform:matrix(-0.103452,0.305499,-0.305499,-0.103452,0,0);-ms-transform:matrix(-0.103452,0.305499,-0.305499,-0.103452,0,0);-webkit-transform:matrix(-0.103452,0.305499,-0.305499,-0.103452,0,0);} .mb{transform:matrix(-0.102525,-0.305811,0.305811,-0.102525,0,0);-ms-transform:matrix(-0.102525,-0.305811,0.305811,-0.102525,0,0);-webkit-transform:matrix(-0.102525,-0.305811,0.305811,-0.102525,0,0);} .mb8{transform:matrix(-0.099452,0.306824,-0.306824,-0.099452,0,0);-ms-transform:matrix(-0.099452,0.306824,-0.306824,-0.099452,0,0);-webkit-transform:matrix(-0.099452,0.306824,-0.306824,-0.099452,0,0);} .mb7{transform:matrix(-0.095372,0.308117,-0.308117,-0.095372,0,0);-ms-transform:matrix(-0.095372,0.308117,-0.308117,-0.095372,0,0);-webkit-transform:matrix(-0.095372,0.308117,-0.308117,-0.095372,0,0);} .mb6{transform:matrix(-0.091266,0.309358,-0.309358,-0.091266,0,0);-ms-transform:matrix(-0.091266,0.309358,-0.309358,-0.091266,0,0);-webkit-transform:matrix(-0.091266,0.309358,-0.309358,-0.091266,0,0);} .mb5{transform:matrix(-0.087262,0.310511,-0.310511,-0.087262,0,0);-ms-transform:matrix(-0.087262,0.310511,-0.310511,-0.087262,0,0);-webkit-transform:matrix(-0.087262,0.310511,-0.310511,-0.087262,0,0);} .mc{transform:matrix(-0.087218,-0.310523,0.310523,-0.087218,0,0);-ms-transform:matrix(-0.087218,-0.310523,0.310523,-0.087218,0,0);-webkit-transform:matrix(-0.087218,-0.310523,0.310523,-0.087218,0,0);} .mb4{transform:matrix(-0.083107,0.311649,-0.311649,-0.083107,0,0);-ms-transform:matrix(-0.083107,0.311649,-0.311649,-0.083107,0,0);-webkit-transform:matrix(-0.083107,0.311649,-0.311649,-0.083107,0,0);} .mb3{transform:matrix(-0.078938,0.312731,-0.312731,-0.078938,0,0);-ms-transform:matrix(-0.078938,0.312731,-0.312731,-0.078938,0,0);-webkit-transform:matrix(-0.078938,0.312731,-0.312731,-0.078938,0,0);} .mb2{transform:matrix(-0.074869,0.313730,-0.313730,-0.074869,0,0);-ms-transform:matrix(-0.074869,0.313730,-0.313730,-0.074869,0,0);-webkit-transform:matrix(-0.074869,0.313730,-0.313730,-0.074869,0,0);} .md{transform:matrix(-0.071665,-0.314477,0.314477,-0.071665,0,0);-ms-transform:matrix(-0.071665,-0.314477,0.314477,-0.071665,0,0);-webkit-transform:matrix(-0.071665,-0.314477,0.314477,-0.071665,0,0);} .mb1{transform:matrix(-0.070661,0.314704,-0.314704,-0.070661,0,0);-ms-transform:matrix(-0.070661,0.314704,-0.314704,-0.070661,0,0);-webkit-transform:matrix(-0.070661,0.314704,-0.314704,-0.070661,0,0);} .mb0{transform:matrix(-0.066554,0.315598,-0.315598,-0.066554,0,0);-ms-transform:matrix(-0.066554,0.315598,-0.315598,-0.066554,0,0);-webkit-transform:matrix(-0.066554,0.315598,-0.315598,-0.066554,0,0);} .me{transform:matrix(-0.063174,-0.316292,0.316292,-0.063174,0,0);-ms-transform:matrix(-0.063174,-0.316292,0.316292,-0.063174,0,0);-webkit-transform:matrix(-0.063174,-0.316292,0.316292,-0.063174,0,0);} .maf{transform:matrix(-0.062310,0.316464,-0.316464,-0.062310,0,0);-ms-transform:matrix(-0.062310,0.316464,-0.316464,-0.062310,0,0);-webkit-transform:matrix(-0.062310,0.316464,-0.316464,-0.062310,0,0);} .mae{transform:matrix(-0.058162,0.317252,-0.317252,-0.058162,0,0);-ms-transform:matrix(-0.058162,0.317252,-0.317252,-0.058162,0,0);-webkit-transform:matrix(-0.058162,0.317252,-0.317252,-0.058162,0,0);} .mad{transform:matrix(-0.053890,0.318006,-0.318006,-0.053890,0,0);-ms-transform:matrix(-0.053890,0.318006,-0.318006,-0.053890,0,0);-webkit-transform:matrix(-0.053890,0.318006,-0.318006,-0.053890,0,0);} .mf{transform:matrix(-0.051747,-0.318361,0.318361,-0.051747,0,0);-ms-transform:matrix(-0.051747,-0.318361,0.318361,-0.051747,0,0);-webkit-transform:matrix(-0.051747,-0.318361,0.318361,-0.051747,0,0);} .mac{transform:matrix(-0.049712,0.318686,-0.318686,-0.049712,0,0);-ms-transform:matrix(-0.049712,0.318686,-0.318686,-0.049712,0,0);-webkit-transform:matrix(-0.049712,0.318686,-0.318686,-0.049712,0,0);} .mab{transform:matrix(-0.045522,0.319311,-0.319311,-0.045522,0,0);-ms-transform:matrix(-0.045522,0.319311,-0.319311,-0.045522,0,0);-webkit-transform:matrix(-0.045522,0.319311,-0.319311,-0.045522,0,0);} .maa{transform:matrix(-0.041255,0.319890,-0.319890,-0.041255,0,0);-ms-transform:matrix(-0.041255,0.319890,-0.319890,-0.041255,0,0);-webkit-transform:matrix(-0.041255,0.319890,-0.319890,-0.041255,0,0);} .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);} .m99{transform:matrix(0.065241,0.315872,-0.315872,0.065241,0,0);-ms-transform:matrix(0.065241,0.315872,-0.315872,0.065241,0,0);-webkit-transform:matrix(0.065241,0.315872,-0.315872,0.065241,0,0);} .m18{transform:matrix(0.074994,-0.313700,0.313700,0.074994,0,0);-ms-transform:matrix(0.074994,-0.313700,0.313700,0.074994,0,0);-webkit-transform:matrix(0.074994,-0.313700,0.313700,0.074994,0,0);} .m98{transform:matrix(0.078603,0.312815,-0.312815,0.078603,0,0);-ms-transform:matrix(0.078603,0.312815,-0.312815,0.078603,0,0);-webkit-transform:matrix(0.078603,0.312815,-0.312815,0.078603,0,0);} .me3{transform:matrix(0.086753,-0.310654,0.310654,0.086753,0,0);-ms-transform:matrix(0.086753,-0.310654,0.310654,0.086753,0,0);-webkit-transform:matrix(0.086753,-0.310654,0.310654,0.086753,0,0);} .m19{transform:matrix(0.088437,-0.310178,0.310178,0.088437,0,0);-ms-transform:matrix(0.088437,-0.310178,0.310178,0.088437,0,0);-webkit-transform:matrix(0.088437,-0.310178,0.310178,0.088437,0,0);} 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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);} .m116{transform:matrix(0.281358,-0.157701,0.157701,0.281358,0,0);-ms-transform:matrix(0.281358,-0.157701,0.157701,0.281358,0,0);-webkit-transform:matrix(0.281358,-0.157701,0.157701,0.281358,0,0);} .m6a{transform:matrix(0.283008,0.154720,-0.154720,0.283008,0,0);-ms-transform:matrix(0.283008,0.154720,-0.154720,0.283008,0,0);-webkit-transform:matrix(0.283008,0.154720,-0.154720,0.283008,0,0);} .m115{transform:matrix(0.283418,-0.153967,0.153967,0.283418,0,0);-ms-transform:matrix(0.283418,-0.153967,0.153967,0.283418,0,0);-webkit-transform:matrix(0.283418,-0.153967,0.153967,0.283418,0,0);} .m69{transform:matrix(0.285007,0.151005,-0.151005,0.285007,0,0);-ms-transform:matrix(0.285007,0.151005,-0.151005,0.285007,0,0);-webkit-transform:matrix(0.285007,0.151005,-0.151005,0.285007,0,0);} .m114{transform:matrix(0.285468,-0.150133,0.150133,0.285468,0,0);-ms-transform:matrix(0.285468,-0.150133,0.150133,0.285468,0,0);-webkit-transform:matrix(0.285468,-0.150133,0.150133,0.285468,0,0);} .mee{transform:matrix(0.285835,0.149432,-0.149432,0.285835,0,0);-ms-transform:matrix(0.285835,0.149432,-0.149432,0.285835,0,0);-webkit-transform:matrix(0.285835,0.149432,-0.149432,0.285835,0,0);} .m68{transform:matrix(0.286961,0.147259,-0.147259,0.286961,0,0);-ms-transform:matrix(0.286961,0.147259,-0.147259,0.286961,0,0);-webkit-transform:matrix(0.286961,0.147259,-0.147259,0.286961,0,0);} .m2e{transform:matrix(0.287056,-0.147073,0.147073,0.287056,0,0);-ms-transform:matrix(0.287056,-0.147073,0.147073,0.287056,0,0);-webkit-transform:matrix(0.287056,-0.147073,0.147073,0.287056,0,0);} .m113{transform:matrix(0.287460,-0.146282,0.146282,0.287460,0,0);-ms-transform:matrix(0.287460,-0.146282,0.146282,0.287460,0,0);-webkit-transform:matrix(0.287460,-0.146282,0.146282,0.287460,0,0);} .mef{transform:matrix(0.287798,0.145617,-0.145617,0.287798,0,0);-ms-transform:matrix(0.287798,0.145617,-0.145617,0.287798,0,0);-webkit-transform:matrix(0.287798,0.145617,-0.145617,0.287798,0,0);} .m67{transform:matrix(0.288864,0.143489,-0.143489,0.288864,0,0);-ms-transform:matrix(0.288864,0.143489,-0.143489,0.288864,0,0);-webkit-transform:matrix(0.288864,0.143489,-0.143489,0.288864,0,0);} .m112{transform:matrix(0.289383,-0.142441,0.142441,0.289383,0,0);-ms-transform:matrix(0.289383,-0.142441,0.142441,0.289383,0,0);-webkit-transform:matrix(0.289383,-0.142441,0.142441,0.289383,0,0);} .mf0{transform:matrix(0.289708,0.141777,-0.141777,0.289708,0,0);-ms-transform:matrix(0.289708,0.141777,-0.141777,0.289708,0,0);-webkit-transform:matrix(0.289708,0.141777,-0.141777,0.289708,0,0);} .m66{transform:matrix(0.290721,0.139689,-0.139689,0.290721,0,0);-ms-transform:matrix(0.290721,0.139689,-0.139689,0.290721,0,0);-webkit-transform:matrix(0.290721,0.139689,-0.139689,0.290721,0,0);} .m111{transform:matrix(0.291256,-0.138570,0.138570,0.291256,0,0);-ms-transform:matrix(0.291256,-0.138570,0.138570,0.291256,0,0);-webkit-transform:matrix(0.291256,-0.138570,0.138570,0.291256,0,0);} .mf1{transform:matrix(0.291573,0.137901,-0.137901,0.291573,0,0);-ms-transform:matrix(0.291573,0.137901,-0.137901,0.291573,0,0);-webkit-transform:matrix(0.291573,0.137901,-0.137901,0.291573,0,0);} .m65{transform:matrix(0.292527,0.135867,-0.135867,0.292527,0,0);-ms-transform:matrix(0.292527,0.135867,-0.135867,0.292527,0,0);-webkit-transform:matrix(0.292527,0.135867,-0.135867,0.292527,0,0);} .m110{transform:matrix(0.293079,-0.134671,0.134671,0.293079,0,0);-ms-transform:matrix(0.293079,-0.134671,0.134671,0.293079,0,0);-webkit-transform:matrix(0.293079,-0.134671,0.134671,0.293079,0,0);} .mf2{transform:matrix(0.293387,0.133999,-0.133999,0.293387,0,0);-ms-transform:matrix(0.293387,0.133999,-0.133999,0.293387,0,0);-webkit-transform:matrix(0.293387,0.133999,-0.133999,0.293387,0,0);} .m2f{transform:matrix(0.293964,-0.132729,0.132729,0.293964,0,0);-ms-transform:matrix(0.293964,-0.132729,0.132729,0.293964,0,0);-webkit-transform:matrix(0.293964,-0.132729,0.132729,0.293964,0,0);} .m64{transform:matrix(0.294287,0.132012,-0.132012,0.294287,0,0);-ms-transform:matrix(0.294287,0.132012,-0.132012,0.294287,0,0);-webkit-transform:matrix(0.294287,0.132012,-0.132012,0.294287,0,0);} .m10f{transform:matrix(0.294852,-0.130745,0.130745,0.294852,0,0);-ms-transform:matrix(0.294852,-0.130745,0.130745,0.294852,0,0);-webkit-transform:matrix(0.294852,-0.130745,0.130745,0.294852,0,0);} .mf3{transform:matrix(0.295152,0.130065,-0.130065,0.295152,0,0);-ms-transform:matrix(0.295152,0.130065,-0.130065,0.295152,0,0);-webkit-transform:matrix(0.295152,0.130065,-0.130065,0.295152,0,0);} .m63{transform:matrix(0.295996,0.128133,-0.128133,0.295996,0,0);-ms-transform:matrix(0.295996,0.128133,-0.128133,0.295996,0,0);-webkit-transform:matrix(0.295996,0.128133,-0.128133,0.295996,0,0);} .m10e{transform:matrix(0.296577,-0.126783,0.126783,0.296577,0,0);-ms-transform:matrix(0.296577,-0.126783,0.126783,0.296577,0,0);-webkit-transform:matrix(0.296577,-0.126783,0.126783,0.296577,0,0);} .mf4{transform:matrix(0.296867,0.126103,-0.126103,0.296867,0,0);-ms-transform:matrix(0.296867,0.126103,-0.126103,0.296867,0,0);-webkit-transform:matrix(0.296867,0.126103,-0.126103,0.296867,0,0);} .m62{transform:matrix(0.297656,0.124228,-0.124228,0.297656,0,0);-ms-transform:matrix(0.297656,0.124228,-0.124228,0.297656,0,0);-webkit-transform:matrix(0.297656,0.124228,-0.124228,0.297656,0,0);} .m10d{transform:matrix(0.298249,-0.122798,0.122798,0.298249,0,0);-ms-transform:matrix(0.298249,-0.122798,0.122798,0.298249,0,0);-webkit-transform:matrix(0.298249,-0.122798,0.122798,0.298249,0,0);} .mf5{transform:matrix(0.298531,0.122111,-0.122111,0.298531,0,0);-ms-transform:matrix(0.298531,0.122111,-0.122111,0.298531,0,0);-webkit-transform:matrix(0.298531,0.122111,-0.122111,0.298531,0,0);} .m61{transform:matrix(0.299266,0.120298,-0.120298,0.299266,0,0);-ms-transform:matrix(0.299266,0.120298,-0.120298,0.299266,0,0);-webkit-transform:matrix(0.299266,0.120298,-0.120298,0.299266,0,0);} .m10c{transform:matrix(0.299870,-0.118783,0.118783,0.299870,0,0);-ms-transform:matrix(0.299870,-0.118783,0.118783,0.299870,0,0);-webkit-transform:matrix(0.299870,-0.118783,0.118783,0.299870,0,0);} .mf6{transform:matrix(0.300144,0.118089,-0.118089,0.300144,0,0);-ms-transform:matrix(0.300144,0.118089,-0.118089,0.300144,0,0);-webkit-transform:matrix(0.300144,0.118089,-0.118089,0.300144,0,0);} .m30{transform:matrix(0.300323,-0.117634,0.117634,0.300323,0,0);-ms-transform:matrix(0.300323,-0.117634,0.117634,0.300323,0,0);-webkit-transform:matrix(0.300323,-0.117634,0.117634,0.300323,0,0);} .m60{transform:matrix(0.300826,0.116342,-0.116342,0.300826,0,0);-ms-transform:matrix(0.300826,0.116342,-0.116342,0.300826,0,0);-webkit-transform:matrix(0.300826,0.116342,-0.116342,0.300826,0,0);} .mf7{transform:matrix(0.301706,0.114041,-0.114041,0.301706,0,0);-ms-transform:matrix(0.301706,0.114041,-0.114041,0.301706,0,0);-webkit-transform:matrix(0.301706,0.114041,-0.114041,0.301706,0,0);} .m5f{transform:matrix(0.302337,0.112357,-0.112357,0.302337,0,0);-ms-transform:matrix(0.302337,0.112357,-0.112357,0.302337,0,0);-webkit-transform:matrix(0.302337,0.112357,-0.112357,0.302337,0,0);} .mf8{transform:matrix(0.303218,0.109958,-0.109958,0.303218,0,0);-ms-transform:matrix(0.303218,0.109958,-0.109958,0.303218,0,0);-webkit-transform:matrix(0.303218,0.109958,-0.109958,0.303218,0,0);} .med{transform:matrix(0.303404,-0.109443,0.109443,0.303404,0,0);-ms-transform:matrix(0.303404,-0.109443,0.109443,0.303404,0,0);-webkit-transform:matrix(0.303404,-0.109443,0.109443,0.303404,0,0);} .mdf{transform:matrix(0.303405,-0.109441,0.109441,0.303405,0,0);-ms-transform:matrix(0.303405,-0.109441,0.109441,0.303405,0,0);-webkit-transform:matrix(0.303405,-0.109441,0.109441,0.303405,0,0);} .m10b{transform:matrix(0.303742,-0.108502,0.108502,0.303742,0,0);-ms-transform:matrix(0.303742,-0.108502,0.108502,0.303742,0,0);-webkit-transform:matrix(0.303742,-0.108502,0.108502,0.303742,0,0);} .m5e{transform:matrix(0.303795,0.108352,-0.108352,0.303795,0,0);-ms-transform:matrix(0.303795,0.108352,-0.108352,0.303795,0,0);-webkit-transform:matrix(0.303795,0.108352,-0.108352,0.303795,0,0);} .m31{transform:matrix(0.304540,-0.106241,0.106241,0.304540,0,0);-ms-transform:matrix(0.304540,-0.106241,0.106241,0.304540,0,0);-webkit-transform:matrix(0.304540,-0.106241,0.106241,0.304540,0,0);} .mf9{transform:matrix(0.304671,0.105865,-0.105865,0.304671,0,0);-ms-transform:matrix(0.304671,0.105865,-0.105865,0.304671,0,0);-webkit-transform:matrix(0.304671,0.105865,-0.105865,0.304671,0,0);} .m5d{transform:matrix(0.305182,0.104381,-0.104381,0.305182,0,0);-ms-transform:matrix(0.305182,0.104381,-0.104381,0.305182,0,0);-webkit-transform:matrix(0.305182,0.104381,-0.104381,0.305182,0,0);} .me0{transform:matrix(0.305823,0.102490,-0.102490,0.305823,0,0);-ms-transform:matrix(0.305823,0.102490,-0.102490,0.305823,0,0);-webkit-transform:matrix(0.305823,0.102490,-0.102490,0.305823,0,0);} 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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
How to successfully manage Public Affairs, and can the success of corporate communication be measured?
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.