Public Relations
Tomáš Jelínek
2025/2026

Public relations (PR)
lPR is a form of communication that helps a company adapt to its environment, change it, or
maintain it, with regard to achieving its own goals.
lEfforts to build positive relationships with the public toward the company, create a good image,
and minimize the consequences of adverse events (e.g., rumors that spread about the company).
lSo-called "public relations".
lPR has some features in common with advertising or sales promotion, for example:
-PR programs are also carried out through the media.
-The planning method is similar, also based on marketing research.
-Market segmentation and targeting are used when setting communication goals and strategies.
-PR is not advertising, although it rarely does entirely without it in its operation.
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Main Goals of Public Relations
lThe goal is to create positive perceptions (image) of the organization and to help create
conditions for the realization of its goals.
lBuilding greater credibility of the organization and preparedness for a possible crisis situation
(crisis management).
lStimulating public interest in the organization's activities, and interest from partner
organizations in cooperation (e.g., suppliers, distributors, etc.).
lReducing the costs of the organization's effective communication with the public.
lStrengthening internal communication and employee motivation within the organization.
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Main Goals of Communication Within the Organization
lInform employees about the company's goals, tasks, successes, and possibly problems.
lMotivate employees.
lCreate suitable working conditions (creating an atmosphere of trust and mutual support).
lBring up you ambassadors for external PR
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Barriers to Effective Internal Communication
•1. Willingness to listen only to what we want to hear, and from whom we want to hear it.
2. Unwillingness to resolve conflict situations.
3. Lack of interest in feedback.
4. Overestimation of new technologies.
5. Deficiencies in personal skills and abilities in verbal and non-verbal communication.
6. Deficiencies in professional, interpersonal, and socio-psychological knowledge and skills.
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PR Activities
lPublicity
lOrganizing events
lInternal communication
lCrisis management activities
lLobbying – representing the company's interests in negotiations with public officials
(politicians, legislators).
lSponsoring – financial support for various activities in the field of culture, sports, charity,
etc.
lCorporate identity – establishing and maintaining a uniform visual appearance of the company
(company colors, logo, website, etc.).
lCorporate culture – employee behavior towards customers and business partners.
lCorporate social responsibility.
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Publicity
l Activity involving the creation of new reports about people, products, or services of a
particular organization that appear in the media.
lPublicity is unpaid space in the media, which is provided to a person, company, or event.
lIt is usually understood in a positive sense, i.e., as positive publicity, that is, information
that improves the image or helps maintain a good reputation of the company.
lPublicity of the company does not always have to be positive (e.g., the company participates in
polluting the environment, and this information appears in the media – so-called "bad publicity" of
the company).
lPublicity is a tool and often a goal of public relations.
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 PR Tools
lPress Release
lPrinted materials (simple brochures, posters, flyers, mass mailings).
lCollateral materials (annual reports, brochures).
lMagazines and newsletters.
lSmall printed materials (envelopes, letterhead, invoices, postal money orders, logo imprints,
etc.).
lAudiovisual materials (internet, video recordings, interviews given to radio or television).
lCompany involvement in activities for the benefit of the local community.
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Spokesperson
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*   Professionalism.
*   Credibility.
*   Personal image.
*   Charisma.
*   Appearance
*   Gestures
*   Behavior
*   Rhetoric
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PR Effectiveness
•If PR activity is to be effective, it must be managed by senior management, must be systematic and
targeted at a specific segment of society, and at the same time be carried out by experts.
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Event Marketing
lThis is a complex communication tool of the company oriented towards the experience.
lThe task of organizing events is to connect significant experiences with a particular company or
institution.
lIn PR, there are two types of events:
-Those whose goal is to achieve greater and favorable publicity.
-Those that emphasize personal contacts of the organization's employees (usually a combination of
both goals).

Events
lSocial events
-Social gatherings
-Balls (connecting people in a pleasant environment, positive publicity, strengthening the image,
source of income).
-Private Viewings
-Dinners
-Buffets
-Receptions
lArt and sports events, competitions or tournaments
-Charitable (benefit) events
-Competitions
lEducational events
-Seminars
-Conferences
-Presentation events
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Sponzoring
•*   Sponsoring is the support of a predominantly non-profit event, person, or organization in the
form of a financial contribution or non-financial support.
*   A chronic lack of money for the development of culture, education, sports, environmental
protection, etc., forces non-profit organizations to ask companies for sponsorship, i.e., a
financial contribution to support these areas.
*   A sponsor is sometimes considered a synonym for a patron, but unlike them, sponsoring currently
places great emphasis on the marketing benefit for the sponsor, especially when it comes to making
the sponsor more visible.
*   Therefore, it is often about investing financial or other resources in activities whose
potential can be used commercially.
*   Sponsoring is primarily a business that must benefit both parties involved.
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Crises Communication
lPreparedness and Planning: Develop a crisis communication plan in advance to streamline response
efforts.
lQuick and Transparent Response: Respond promptly to provide accurate information and avoid rumors.
lClear and Consistent Messaging: Ensure messages are straightforward, honest, and consistent across
all channels.
lIdentify Spokespersons: Designate trusted and knowledgeable individuals to speak on behalf of the
organization.
lListen and Monitor: Keep an eye on public sentiment, media coverage, and social media to gauge
concerns and misinformation.
lEmpathy and Accountability: Show understanding and compassion for those affected, and take
responsibility where appropriate.
lRegular Updates: Keep stakeholders informed with regular updates to maintain trust and control
over the situation.
lPost-Crisis Evaluation: Analyze the response after the crisis to improve future communication
strategies.

Reputation Building
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Next time about your national commercials