{"id":8491,"date":"2022-12-19T07:33:56","date_gmt":"2022-12-19T06:33:56","guid":{"rendered":"https:\/\/www.euroekonom.sk\/?p=8491"},"modified":"2024-05-13T14:58:08","modified_gmt":"2024-05-13T12:58:08","slug":"externa-komunikacia-komunikacia-s-externou-verejnostou","status":"publish","type":"post","link":"https:\/\/www.vrtulniky.sk\/news\/externa-komunikacia-komunikacia-s-externou-verejnostou\/","title":{"rendered":"Extern\u00e1 komunik\u00e1cia &#8211; komunik\u00e1cia s externou verejnos\u0165ou"},"content":{"rendered":"<h2>Charakteristika externej komunik\u00e1cie<\/h2>\n<p>Komunik\u00e1cia zohr\u00e1va pri vykon\u00e1van\u00ed mana\u017e\u00e9rskej profesie priam nezastupite\u013en\u00fa \u00falohu. Ak si rozoberieme ktor\u00fako\u013evek defin\u00edciu, alebo z\u00e1kladn\u00fd poznatok mana\u017e\u00e9rskej te\u00f3rie zist\u00edme, \u017ee sa s \u0148ou stret\u00e1vame na ka\u017edom kroku.<br \/>\nSk\u00f4r, ne\u017e \u013eudia firme za\u010dn\u00fa d\u00f4verova\u0165, musia ju prija\u0165 &#8211; jej produkty, imid\u017e, zna\u010dku. Aby ju mohli prija\u0165, potrebuj\u00fa o nej vedie\u0165 mnoho najm\u00e4 pozit\u00edvnych a vhodne spracovan\u00fdch a komunikovan\u00fdch inform\u00e1ci\u00ed. A tu je podstata firemnej komunik\u00e1cie &#8211; aby sa inform\u00e1cie dostali k spr\u00e1vnym \u013eu\u010fom, v spr\u00e1vnom \u010dase, na z\u00e1klade dobre premyslenej strat\u00e9gie.<br \/>\nInform\u00e1cie sa z firmy \u010di organiz\u00e1cie smerom k verejnosti \u0161\u00edria r\u00f4znymi kan\u00e1lmi, predov\u0161etk\u00fdm v\u0161ak prostredn\u00edctvom m\u00e9di\u00ed. Prostredn\u00edctvom m\u00e9di\u00ed m\u00e1 firma mo\u017enos\u0165 vysvet\u013eova\u0165 a informova\u0165, \u010di u\u017e \u0161ir\u0161iu alebo u\u017e\u0161iu verejnos\u0165 o svojich cie\u013eoch, hodnot\u00e1ch, o produktoch a ich vlastnostiach. Novin\u00e1rov mo\u017eno pova\u017eova\u0165 za ak\u00fdsi lakmusov\u00fd papierik verejnej mienky. Pod\u013ea ich n\u00e1zorov a postojov m\u00f4\u017eu mana\u017e\u00e9ri firmy vidie\u0165, ako asi stoja v o\u010diach verejnosti. Kontinu\u00e1lne a dobre riaden\u00e9 vz\u0165ahy s m\u00e9diami pom\u00e1haj\u00fa dosiahnu\u0165 pozit\u00edvnu publicitu a profesn\u00fa referenciu v ur\u010ditej oblasti. \u010eal\u0161\u00edmi n\u00e1strojmi podnikovej komunik\u00e1cie s\u00fa osobn\u00e9 stretnutia, r\u00f4zne oslavy, \u0161peci\u00e1lne vytvoren\u00e9 pr\u00edle\u017eitosti alebo napr\u00edklad n\u00e1v\u0161tevy \u013eud\u00ed vo v\u00fdrobnom z\u00e1vode.<br \/>\nExtern\u00e1 komunik\u00e1cia je ak\u00e1ko\u013evek komunik\u00e1cia, ktor\u00fa organiz\u00e1cia vyv\u00edja navonok a v\u00e4zby s vonkaj\u0161\u00edm prostred\u00edm ju via\u017eu \u010di u\u017e s partnermi ale aj s konkurenciou. Je zalo\u017een\u00e1 na \u00fapln\u00fdch a pravdiv\u00fdch inform\u00e1ci\u00e1ch a je smeruje k cie\u013eov\u00fdm skupin\u00e1m. Realizuje sa cez prostriedky a jej cie\u013eom je vytv\u00e1ra\u0165 dobr\u00e9 vz\u0165ahy a hlavne pozit\u00edvne vz\u0165ahy s verejnos\u0165ou.<\/p>\n<h2>Extern\u00e9 okolie organiz\u00e1cie<\/h2>\n<p>Do extern\u00e9ho okolia organiz\u00e1cie patria: verejnos\u0165, z\u00e1kazn\u00edci, obchodn\u00ed partneri, \u0161t\u00e1tne in\u0161tit\u00facie. Komunik\u00e1cia s okol\u00edm m\u00f4\u017ee ma\u0165 r\u00f4zne formy a m\u00f4\u017ee prebieha\u0165 r\u00f4znymi kan\u00e1lmi \u2013 jedn\u00fdm z najd\u00f4le\u017eitej\u0161\u00edch v\u0161ak s\u00fa komunika\u010dn\u00e9 prostriedky \u2013 teda m\u00e9di\u00e1<strong>.<\/strong><br \/>\nExtern\u00e1 komunik\u00e1cia pokr\u00fdva komunik\u00e1ciu organiz\u00e1cie s jej okol\u00edm, tj. verejnos\u0165ou, in\u00fdmi organiz\u00e1ciami, autoritami \u010di \u00faradmi. Vykon\u00e1va sa pomocou emailov, bro\u017e\u00far, informa\u010dn\u00fdch bulletinov, reklamou a r\u00f4znymi formami multim\u00e9di\u00ed ur\u010den\u00fdmi k pril\u00e1kaniu z\u00e1kazn\u00edkov, partnerov a dod\u00e1vate\u013eov za \u00fa\u010delom vykon\u00e1vania obchodn\u00fdch transakci\u00ed.<br \/>\n\u0160pecifick\u00fdm typom komunik\u00e1cie podniku s extern\u00fdm prostred\u00edm je marketingov\u00e1 komunik\u00e1cia. Cie\u013eom je napom\u00e1ha\u0165 dosiahnutie vysokej \u00farovne zabezpe\u010dovania stanoven\u00fdch cie\u013eov podniku, ktor\u00fdmi s\u00fa najm\u00e4 zodpovedaj\u00faci podnikate\u013esk\u00fd zisk, spokojnos\u0165 a lojalita z\u00e1kazn\u00edkov, pozit\u00edvny vz\u0165ah verejnosti a pod. Praktick\u00e1 realiz\u00e1cia marketingovej komunik\u00e1cie v mal\u00fdch a stredn\u00fdch podnikoch na Slovensku sa v\u0161ak \u010dasto s\u00fastre\u010fuje len na prekonanie ur\u010dit\u00e9ho stup\u0148a neinformovanosti o produkte. Treba kon\u0161tatova\u0165, \u017ee tak\u00fdto pr\u00edstup k marketingovej komunik\u00e1cii prin\u00e1\u0161a len obmedzen\u00e9 kr\u00e1tkodob\u00e9 v\u00fdsledky, z \u010doho vypl\u00fdva n\u00edzka efekt\u00edvnos\u0165, resp. vysok\u00e1 n\u00e1kladovos\u0165 a navy\u0161e sa v\u00e4\u010d\u0161ina inform\u00e1ci\u00ed tohto typu dostane k nespr\u00e1vnym adres\u00e1tom. Medzi z\u00e1kladn\u00e9 formy externej marketingovej komunik\u00e1cie zara\u010fujeme imid\u017e, reklamu a public relations.<\/p>\n<h2>Komunik\u00e1cia pri obchodn\u00fdch rokovaniach<\/h2>\n<h3>Za\u010diatok obchodn\u00e9ho rokovania<\/h3>\n<ul>\n<li>rokovanie otv\u00e1ra dom\u00e1ci hostite\u013e priv\u00edtan\u00edm host\u00ed a predstaven\u00edm svojich spolupracovn\u00edkov (meno, funkcia),<\/li>\n<li>hlavn\u00fd hos\u0165 po\u010fakuje za priv\u00edtanie a predstav\u00ed svoju deleg\u00e1ciu,<\/li>\n<li>bezprostredne po za\u010dat\u00ed rokovania m\u00f4\u017ee hostite\u013e pon\u00faknu\u0165 ob\u010derstvenie.<\/li>\n<\/ul>\n<h3>Koniec obchodn\u00e9ho rokovania<\/h3>\n<ul>\n<li>dokumenty (kontrakt, zmeny v kontrakte a pod.) podpisuj\u00fa ved\u00faci rokuj\u00facich deleg\u00e1ci\u00ed (najvy\u0161\u0161\u00ed predstavitelia firiem v osobitn\u00fdch miestnostiach),<\/li>\n<li>spravidla sa pod\u00e1va v\u00edno (\u0161ampansk\u00e9), podpisuj\u00faci partneri prednes\u00fa pr\u00edpitok (najprv dom\u00e1ci), nasleduje mal\u00e9 ob\u010derstvenie.<\/li>\n<li>Zdvorilos\u0165 je prospe\u0161n\u00e1, preto\u017ee pom\u00e1ha kompenzova\u0165 chyby, ktor\u00fdch sa v kontakte so zahrani\u010dn\u00fdmi partnermi nevedomky dop\u00fa\u0161\u0165ame.<\/li>\n<li>K v\u0161eobecn\u00fdm pravidl\u00e1m \u0161tandardn\u00fdch obchodn\u00fdch vz\u0165ahov patr\u00ed oh\u013eaduplnos\u0165, srde\u010dnos\u0165, zdr\u017eanlivos\u0165, re\u0161pekt a kultivovan\u00fd vzh\u013ead a pod.<\/li>\n<\/ul>\n<h3>Etiketa pri obchodn\u00fdch rokovaniach so zahrani\u010dn\u00fdmi partnermi<\/h3>\n<p>Kvalitu obchodn\u00e9ho styku podnikate\u013esk\u00fdch subjektov ovplyv\u0148uje z h\u013eadiska etikety najm\u00e4 vhodn\u00e9 oble\u010denie, sp\u00f4sob vyjadrovania, t\u00f3n re\u010di, reakcie na r\u00f4zne situ\u00e1cie a pod. Je preto potrebn\u00e9 dba\u0165 na zdvorilos\u0165 pri kontakte a vz\u00e1jomnej komunik\u00e1cii s obchodn\u00fdmi partnermi<\/p>\n<h2>Komunik\u00e1cia s externou verejnos\u0165oua vz\u0165ahy s m\u00e9diami<\/h2>\n<p><strong>Vonkaj\u0161ia komunik\u00e1cia (komunik\u00e1cia s externou verejnos\u0165ou)<\/strong> je pr\u00e1ca pre verejnos\u0165, s verejnos\u0165ou a na verejnosti, sp\u00f4sob komunik\u00e1cie neur\u010duje len organiz\u00e1cia ale aj vonkaj\u0161ie okolie (tla\u010d, obchodn\u00ed partneri, propag\u00e1cie, kontakt person\u00e1lu, sponzorstvo, spolky), obidve zlo\u017eky komunik\u00e1cie musia by\u0165 bezpodmiene\u010dne v s\u00falade.<\/p>\n<h3>Extern\u00e1 komunik\u00e1cia firmy<\/h3>\n<p>Prostredn\u00edctvom tejto lekcie zist\u00edte, ak\u00fdmi formami komunikuje firma navonok (externe). Budete vedie\u0165 identifikova\u0165 sp\u00f4soby prezent\u00e1cie firmy smerom k verejnosti. U\u017e vieme, \u017ee firma je \u017eiv\u00fd organizmus, a to ju predur\u010duje ku komunik\u00e1cii, bez ktorej by nemohla existova\u0165. Vz\u0165ahy s verejnos\u0165ou (alebo aj extern\u00fa komunik\u00e1ciu firmy) m\u00f4\u017eeme definova\u0165 ako systematick\u00fa, cielen\u00fa a pravideln\u00fa komunik\u00e1ciu, ktor\u00e1 je zalo\u017een\u00e1 na \u00fapln\u00fdch a pravdiv\u00fdch inform\u00e1ci\u00e1ch a smerovan\u00e1 k cie\u013eov\u00fdm skupin\u00e1m. Realizuje sa cez vybran\u00e9 prostriedky a jej cie\u013eom je vytv\u00e1ra\u0165 korektn\u00e9 a pozit\u00edvne vz\u0165ahy s verejnos\u0165ou.<\/p>\n<h3>M\u00e9di\u00e1 a firma<\/h3>\n<p>V r\u00e1mci tejto lekcie si osvoj\u00edte z\u00e1kladn\u00e9 poznatky o masmedi\u00e1lnej komunik\u00e1cii. Zist\u00edte tie\u017e, \u010do znamen\u00e1 medi\u00e1lny pl\u00e1n a ako robi\u0165 monitoring m\u00e9di\u00ed. M\u00e9di\u00e1 s\u00fa mocnou silou s\u00fa\u010dasn\u00e9ho sveta, v ktorom kvalita a r\u00fdchlos\u0165 komunik\u00e1cie maj\u00fa rozhoduj\u00faci vplyv na postavenie jednotliv\u00fdch subjektov ekonomiky alebo politiky. Schopnos\u0165 prezentova\u0165 svoje postoje \u010di produkty podmie\u0148uje postavenie firiem a \u00faradov, ale tie\u017e politick\u00fdch str\u00e1n a ich osobnost\u00ed. Monitorovanie m\u00e9di\u00ed a ostatn\u00fdch verejn\u00fdch informa\u010dn\u00fdch zdrojov je prirodzenou potrebou spolo\u010dnost\u00ed a in\u0161tit\u00faci\u00ed. Poskytne inform\u00e1ciu o tom, ako organiz\u00e1ciu vn\u00edma okolie, a tie\u017e ako s\u00fa vn\u00edman\u00e9 ostatn\u00e9 subjekty vo sf\u00e9re jej z\u00e1ujmov.<\/p>\n<h3>N\u00e1stroje prezent\u00e1cie podniku<\/h3>\n<ul>\n<li><strong>podnikov\u00e1 identita<\/strong><\/li>\n<li><strong>prezent\u00e1cie firmy na ve\u013etrhoch a v\u00fdstav\u00e1ch<\/strong><\/li>\n<\/ul>\n<p>Z\u00fa\u010dastni\u0165 sa ve\u013etrhu alebo v\u00fdstavy m\u00f4\u017ee n\u00e1v\u0161tevn\u00edk poci\u0165ova\u0165 ako ve\u013emipr\u00edjemn\u00fd z\u00e1\u017eitok. Honosn\u00e9 st\u00e1nky vystavovate\u013eov, priate\u013esk\u00e9 a \u00fastretov\u00e9 prijatie, farebn\u00e9 propaga\u010dn\u00e9 materi\u00e1ly, cielen\u00e9, \u0161trukt\u00farovan\u00e9 a preh\u013eadn\u00e9 inform\u00e1cie pod\u00e1van\u00e9 na ka\u017edom kroku s\u00fa sprievodn\u00fdm javom ka\u017edej v\u00fdznamnej v\u00fdstavnej akcie. Na prv\u00fd poh\u013ead elegantn\u00fd dojem v\u0161ak za sebou skr\u00fdva desiatky hod\u00edn pr\u00edpravy<\/p>\n<ul>\n<li><strong>internetov\u00e1 prezent\u00e1cia<\/strong><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Charakteristika externej komunik\u00e1cie Komunik\u00e1cia zohr\u00e1va pri vykon\u00e1van\u00ed mana\u017e\u00e9rskej profesie priam nezastupite\u013en\u00fa \u00falohu. Ak si rozoberieme ktor\u00fako\u013evek defin\u00edciu, alebo z\u00e1kladn\u00fd poznatok mana\u017e\u00e9rskej te\u00f3rie zist\u00edme, \u017ee sa &hellip; <\/p>\n","protected":false},"author":15,"featured_media":24748,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[50,553],"tags":[],"class_list":["post-8491","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","category-vzdelavam-sa"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Extern\u00e1 komunik\u00e1cia - komunik\u00e1cia s externou verejnos\u0165ou<\/title>\n<meta name=\"description\" content=\"Komunik\u00e1cia s externou verejnos\u0165ou, n\u00e1stroje prezent\u00e1cie podniku, vz\u0165ahy s m\u00e9diami.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.vrtulniky.sk\/news\/externa-komunikacia-komunikacia-s-externou-verejnostou\/\" \/>\n<meta property=\"og:locale\" content=\"sk_SK\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Extern\u00e1 komunik\u00e1cia - komunik\u00e1cia s externou verejnos\u0165ou\" \/>\n<meta property=\"og:description\" content=\"Komunik\u00e1cia s externou verejnos\u0165ou, n\u00e1stroje prezent\u00e1cie podniku, vz\u0165ahy s m\u00e9diami.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.vrtulniky.sk\/news\/externa-komunikacia-komunikacia-s-externou-verejnostou\/\" \/>\n<meta property=\"og:site_name\" content=\"Podnik\u00e1m, lietam a relaxujem\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/vrtulniky\/\" \/>\n<meta property=\"article:published_time\" content=\"2022-12-19T06:33:56+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-05-13T12:58:08+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.vrtulniky.sk\/news\/wp-content\/uploads\/2022\/08\/bcpb.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"990\" \/>\n\t<meta property=\"og:image:height\" content=\"867\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Bc. 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