{"id":280536,"date":"2025-04-15T16:40:43","date_gmt":"2025-04-15T14:40:43","guid":{"rendered":"https:\/\/rtrsports.com\/krizova-komunikace-a-sport-mozna-nas-zachrani-internet-nebo-mozna-ne\/"},"modified":"2025-07-04T12:59:28","modified_gmt":"2025-07-04T10:59:28","slug":"krizova-komunikace-a-sport-mozna-nas-zachrani-internet-nebo-mozna-ne","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/krizova-komunikace-a-sport-mozna-nas-zachrani-internet-nebo-mozna-ne\/","title":{"rendered":"Krizov\u00e1 komunikace a sport. Mo\u017en\u00e1 n\u00e1s zachr\u00e1n\u00ed internet. Nebo mo\u017en\u00e1 ne."},"content":{"rendered":"

V dob\u011b, kdy p\u00ed\u0161u tyto \u0159\u00e1dky, je sv\u011bt ji\u017e n\u011bkolik m\u011bs\u00edc\u016f uzav\u0159en<\/strong> kv\u016fli pandemii koronaviru<\/strong>. Tov\u00e1rny, \u0161koly, univerzity, \u00fa\u0159ady, v\u0161echno je zav\u0159en\u00e9, akce byly zru\u0161eny, jak\u00e1koli shrom\u00e1\u017ed\u011bn\u00ed jsou zak\u00e1z\u00e1na.<\/p>\n

Je to bezprecedentn\u00ed obdob\u00ed<\/strong> nejen v d\u011bjin\u00e1ch It\u00e1lie, ale i v mezin\u00e1rodn\u00edm m\u011b\u0159\u00edtku: je pravda, \u017ee b\u011bhem sv\u011btov\u00fdch v\u00e1lek u\u017e planeta podobn\u00fd stav nouze za\u017eila, ale je tak\u00e9 pravda, \u017ee kontextov\u00e9 podm\u00ednky jsou hluboce odli\u0161n\u00e9.<\/p>\n

Komunikace n\u00e1s zachr\u00e1n\u00ed<\/h2>\n

Uzav\u0159eni doma<\/strong> jsme okam\u017eit\u011b hledali \u00fato\u010di\u0161t\u011b u dvou velk\u00fdch komunika\u010dn\u00edch prost\u0159edk\u016f na\u0161\u00ed doby, televize a internetu<\/strong>. Katodov\u00e1 trubice byla p\u0159\u00edtomna (ale ne tak roz\u0161\u00ed\u0159en\u00e1) i b\u011bhem posledn\u00ed sv\u011btov\u00e9 v\u00e1lky, zat\u00edmco internet<\/strong> p\u0159edstavuje velkou revoluci<\/strong> t\u00e9to neuv\u011b\u0159iteln\u00e9 situace. Covid-19<\/strong> je prvn\u00ed „digitalizovan\u00e1“ pohotovost na sv\u011bt\u011b.<\/p>\n

Sport<\/strong> je bezpochyby jedn\u00edm z odv\u011btv\u00ed, kter\u00e1 okam\u017eit\u011b zaplavila s\u00ed\u0165 s v\u011bt\u0161\u00ed rychlost\u00ed a v\u011bt\u0161\u00ed energi\u00ed a zaplavila hlavn\u00ed obsahov\u00e9 platformy. T\u00fdmy, sportovci a \u0161ampion\u00e1ty, ale samoz\u0159ejm\u011b tak\u00e9 novin\u00e1\u0159i, v\u00fdrobci sportovn\u00edho zbo\u017e\u00ed, koment\u00e1to\u0159i a mana\u017ee\u0159i najednou za\u010dali plnit novinov\u00e9 sloupky, virtu\u00e1ln\u00ed n\u00e1st\u011bnky a \u010dasov\u00e9 osy na soci\u00e1ln\u00edch s\u00edt\u00edch ve snaze kompenzovat absenci hran\u00e9ho sportu.<\/p>\n

Z\u00e1bavn\u00edk<\/strong> par excellence modern\u00ed doby, i d\u00edky aktivn\u00ed p\u0159\u00edtomnosti vysoce strukturovan\u00fdch kancel\u00e1\u0159\u00ed pro komunikaci a spr\u00e1vu soci\u00e1ln\u00edch m\u00e9di\u00ed, za\u00fato\u010dil na sv\u011bt komunikace (zejm\u00e9na online) poctiv\u00fdm a n\u011bkdy odv\u00e1\u017en\u00fdm zp\u016fsobem, st\u0159\u00edd\u00e1 podcasty, sout\u011b\u017ee, online aperitivy, videa z minulosti a dokonce i omalov\u00e1nky.<\/p>\n

\u010c\u00e1ste\u010dn\u011b ze strachu, \u010d\u00e1ste\u010dn\u011b jako o\u010distn\u00e9 cvi\u010den\u00ed a \u010d\u00e1ste\u010dn\u011b z nutnosti byly v\u0161echny tyto \u010dinnosti \u010dasto prov\u00e1d\u011bny bez skute\u010dn\u00e9ho strategick\u00e9ho pl\u00e1nu<\/strong>. Jak ji\u017e bylo zm\u00edn\u011bno v\u00fd\u0161e, \u010del\u00edme epizod\u011b, kter\u00e1 nezn\u00e1 obdoby: pro mnoh\u00e9, ne-li v\u0161echny, je to rok nula<\/strong>. S jedinou nad\u011bj\u00ed: zachr\u00e1n\u00ed n\u00e1s komunikace<\/strong>. Nyn\u00ed je t\u0159eba zjistit, zda je tento p\u0159edpoklad nutn\u011b pravdiv\u00fd a jak nejl\u00e9pe nasm\u011brovat p\u0159\u00edslu\u0161n\u00e9 \u00fasil\u00ed<\/strong>.<\/p>\n

Sport, p\u0159ijet\u00ed, krize<\/h2>\n

Ne\u017e se pust\u00edme do anal\u00fdz \u010di koment\u00e1\u0159\u016f, je t\u0159eba si s velkou v\u00e1\u017enost\u00ed i klidem stanovit pevn\u00fd p\u0159edpoklad. Sv\u011bt sportu<\/strong> se v<\/strong> d\u016fsledku<\/strong> koronaviru n\u00e1hle ocitl v okam\u017eiku velk\u00e9 a hlubok\u00e9 krize,<\/strong> pravd\u011bpodobn\u011b nejhor\u0161\u00ed v historii mezin\u00e1rodn\u00edho sportu.<\/p>\n

Tato krize zdaleka nen\u00ed jen koncep\u010dn\u00ed: je \u00fa\u010dinn\u00e1, hmatateln\u00e1, naprosto konkr\u00e9tn\u00ed. Pro v\u0161echny, kdo se zab\u00fdvaj\u00ed sv\u011btem sportu (a zde se Hardyho a Mullin\u016fv pojem „sportovn\u00ed produkt“, kter\u00fd p\u0159edstavoval souhrn d\u011bn\u00ed a skute\u010dnost\u00ed ve sportu, docela hod\u00ed), nab\u00fdv\u00e1 tato krize r\u016fzn\u00fdch aspekt\u016f a podob, kter\u00e9 v\u0161ak maj\u00ed minim\u00e1ln\u00edho spole\u010dn\u00e9ho jmenovatele, j\u00edm\u017e jsou ekonomick\u00e9 dopady<\/strong> na zam\u011bstnanost a jej\u00ed budouc\u00ed existenci.<\/p>\n

K pochopen\u00ed situace nen\u00ed t\u0159eba slo\u017eit\u00fdch teoretick\u00fdch konstrukc\u00ed. Pokud se nehraj\u00ed hry (nebo pokud se nekonaj\u00ed z\u00e1vody a sportovn\u00ed akce), v\u0161echny „raison <\/em><\/strong>d’\u00ea<\/em><\/strong>tre<\/em><\/strong>“ pro \u017eivobyt\u00ed odv\u011btv\u00ed zmiz\u00ed. Pokud by bylo zapot\u0159eb\u00ed \u00fadaj\u016f, kter\u00e9 by tuto problematiku zar\u00e1movaly na proporcion\u00e1ln\u00ed \u00farovni, sta\u010d\u00ed zde zd\u016fraznit, \u017ee fotbal\/fotbal je t\u0159et\u00edm odv\u011btv\u00edm v italsk\u00e9m syst\u00e9mu<\/strong>.<\/p>\n

Pokud se nebudou hr\u00e1t z\u00e1pasy, nebudou se prod\u00e1vat vstupenky a merchandising<\/strong>, nebudou sponzo\u0159i, nebude pot\u0159eba sportovn\u00ed obuv ani permanentky do t\u011blocvi\u010dny. Nebudou pot\u0159eba ani okruhy, ani \u00fadr\u017eba stadionu, ani agentury pro sportovn\u00ed komunikaci \u010di sponzorsk\u00e9 agentury<\/strong>. Sportovn\u00ed novin\u00e1\u0159i nebudou m\u00edt o \u010dem mluvit, fotografov\u00e9 nebudou m\u00edt co fotit, televize nebudou m\u00edt co vys\u00edlat a jej\u00ed technici nebudou m\u00edt co nat\u00e1\u010det, st\u0159\u00edhat ani vyr\u00e1b\u011bt. Stru\u010dn\u011b \u0159e\u010deno, seznam je potenci\u00e1ln\u011b nekone\u010dn\u00fd.<\/p>\n

Krizov\u00e1 komunikace ve sportu a v \u017eivot\u011b<\/h2>\n

Odborn\u00edci na ve\u0159ejnou komunikaci<\/strong> znaj\u00ed pojem krizov\u00e1 komunikace<\/strong>, respektive v\u0161echny soubory strategi\u00ed a taktik, kter\u00e9 je t\u0159eba zav\u00e9st, kdy\u017e se stane n\u011bco neo\u010dek\u00e1van\u00e9ho, co v\u00e1\u017en\u011b ohroz\u00ed pov\u011bst podniku nebo subjektu. Warren Buffet<\/strong>, zn\u00e1m\u00fd americk\u00fd podnikatel, prohl\u00e1sil, \u017ee„vybudovat pov\u011bst spole\u010dnosti trv\u00e1 dvacet let a zni\u010dit ji trv\u00e1 p\u011bt minut<\/strong>„.<\/p>\n

Podle teorie se krize skl\u00e1d\u00e1 ze sedmi r\u016fzn\u00fdch vrstev: poplach, strach, dopad, hodnocen\u00ed, z\u00e1chrana, n\u00e1prava, zotaven\u00ed.<\/strong> Toto d\u011blen\u00ed nen\u00ed zdaleka jen teoretick\u00e9 a i ve sportovn\u00edm sv\u011bt\u011b se bohu\u017eel tyto kroky uplat\u0148uj\u00ed pom\u011brn\u011b spo\u0159\u00e1dan\u011b podle v\u00fdvoje skute\u010dnost\u00ed.<\/p>\n

Poplach<\/strong> – z \u010c\u00edny p\u0159ich\u00e1z\u00ed virus, jeho\u017e hygienick\u00fd rozsah je zar\u00e1\u017eej\u00edc\u00ed; obava<\/strong> – pokud bude tento probl\u00e9m pokra\u010dovat, bude nutn\u00e9 zru\u0161it akce, v\u010detn\u011b sportovn\u00edch; dopad<\/strong> – v\u0161echny akce, v\u010detn\u011b sportovn\u00edch, jsou skute\u010dn\u011b zru\u0161eny.<\/p>\n

Nyn\u00ed se po teoretick\u00e9 linii nach\u00e1z\u00edme ve f\u00e1zi hodnocen\u00ed<\/strong>, kdy mus\u00edme zhodnotit nov\u00fd sv\u011bt a vybavit se n\u00e1stroji, abychom mu mohli \u010delit. N\u00e1sledovat bude f\u00e1ze z\u00e1chrany<\/strong>, respektive realizace opat\u0159en\u00ed k ukon\u010den\u00ed mimo\u0159\u00e1dn\u00e9 situace, pot\u00e9 f\u00e1ze n\u00e1pravy<\/strong> a nakonec zotaven\u00ed,<\/strong> tedy n\u00e1vrat do stavu p\u0159ed mimo\u0159\u00e1dnou situac\u00ed.<\/p>\n

Krizov\u00e1 komunikace<\/strong> se vlastn\u011b ji\u017e n\u011bjakou dobu net\u00fdk\u00e1 jen pr\u016fmyslov\u00fdch skupin: mnoho sportovn\u00edch realit se muselo t\u00edmto zp\u016fsobem vybavit,<\/strong> aby se vypo\u0159\u00e1daly se skand\u00e1ly a obt\u00ed\u017en\u00fdmi momenty, nap\u0159\u00edklad podvody nebo dopingem. Sta\u010d\u00ed se pod\u00edvat na to, jak se velk\u00e9 sportovn\u00ed spole\u010dnosti vypo\u0159\u00e1daly s p\u0159\u00edpady Lance Armstronga<\/strong> nebo New England Patriots<\/strong> deflate-gate \u010di ned\u00e1vno se smrt\u00ed Kobeho Bryanta <\/strong>, abychom jmenovali alespo\u0148 n\u011bkter\u00e9.<\/p>\n

Proto je vhodn\u00e9 si zde ujasnit jednu v\u011bc. Pokud plat\u00ed, \u017ee prvn\u00edm pravidlem krizov\u00e9 komunikace je b\u00fdt na krizi p\u0159ipraven<\/strong> (hypot\u00e9za budouc\u00edch sc\u00e9n\u00e1\u0159\u016f nebo vyhodnocen\u00ed mo\u017en\u00fdch slab\u00fdch m\u00edst), pak p\u0159ed ud\u00e1lostmi ve Wuhanu<\/strong> v \u010c\u00edn\u011b a nakonec v Codognu<\/strong> v Lombardii nemohl nikdo dostate\u010dn\u011b p\u0159edv\u00eddav\u011b p\u0159edv\u00eddat, co p\u0159ijde. Jako bychom cht\u011bli \u0159\u00edci: samoz\u0159ejm\u011b, dnes je krize, ale nikdo ji vlastn\u011b nep\u0159edv\u00eddal<\/strong>.<\/p>\n

Tento zd\u00e1nliv\u011b ban\u00e1ln\u00ed bod je ve skute\u010dnosti kl\u00ed\u010dov\u00fd pro zodpov\u011bzen\u00ed mnoha ot\u00e1zek, kter\u00e9<\/strong> v sou\u010dasnosti sv\u00edraj\u00ed sv\u011bt sportu<\/strong>, sportovn\u00edch koment\u00e1\u0159\u016f a sportovn\u00edho sponzoringu. Pravdou toti\u017e je, \u017ee na mnoho ot\u00e1zek neexistuj\u00ed odpov\u011bdi jednodu\u0161e proto, \u017ee si je nikdo nikdy nepolo\u017eil. Kdy \u0161ampion\u00e1t znovu za\u010dne? Kdo vyhraje, pokud bude pozastaveno? Vypl\u00e1c\u00ed se mzda, pokud se z\u00e1pasy nehraj\u00ed? Jak\u00e1 je role sponzora, pokud se z\u00e1vody nekonaj\u00ed? <\/strong> Tyto d\u016fle\u017eit\u00e9 ot\u00e1zky v\u0161ak z\u016fst\u00e1vaj\u00ed nezodpov\u011bzeny: v\u011bt\u0161ina smluv podepsan\u00fdch p\u0159ed v\u00fdskytem koronaviru nep\u0159edpokl\u00e1dala ani zlomek toho, co se stalo v posledn\u00edch t\u0159iceti dnech.<\/p>\n

Komunikace ve tm\u011b a \u0159ada na za\u010d\u00e1te\u010dn\u00edkovi<\/h2>\n

Vzhledem k absenci teoretick\u00fdch vod\u00edtek<\/strong> (v d\u016fsledku ji\u017e zm\u00edn\u011bn\u00e9 absurdity situace) jsme nyn\u00ed pravd\u011bpodobn\u011b sv\u011bdky nejrozporupln\u011bj\u0161\u00edch a nejexperiment\u00e1ln\u011bj\u0161\u00edch pokus\u016f o komunikaci. S \u00famyslem myslet pozitivn\u011b je to pro sv\u011bt sportovn\u00ed komunikace jist\u011b okam\u017eik velk\u00e9ho r\u016fstu<\/strong>: fakta n\u00e1s nut\u00ed hledat nov\u00e9 my\u0161lenky pomoc\u00ed star\u00fdch n\u00e1stroj\u016f<\/strong>, vytv\u00e1\u0159et produkt, kter\u00fd chyb\u00ed, a doprov\u00e1zet u\u017eivatele ve sv\u011bt\u011b, kter\u00fd je neviditeln\u00fd.<\/p>\n

Jak bylo uvedeno v\u00fd\u0161e, za\u010d\u00edn\u00e1me od nuly a velikost struktur nemus\u00ed nutn\u011b zaru\u010dit pozitivn\u00ed v\u00fdsledek. Mal\u00e9 blogy veden\u00e9 m\u00edstn\u00edmi sportovn\u00edmi novin\u00e1\u0159i dob\u00fdvaj\u00ed s\u00ed\u0165 skv\u011bl\u00fdmi n\u00e1pady, zat\u00edmco gigantick\u00e9 sportovn\u00ed nemovitosti<\/strong> si jen st\u011b\u017e\u00ed porad\u00ed v politick\u00e9m a pr\u00e1vn\u00edm prost\u0159ed\u00ed, kter\u00e9 je brzd\u00ed. N\u011bkter\u00e9 osobnosti vystupuj\u00ed jako \u0161ampioni, zat\u00edmco jin\u00e9 jako propad\u00e1ky a bohu\u017eel se na n\u011b bude dlouho vzpom\u00ednat. N\u011bkter\u00e9 skupiny ukazuj\u00ed svou dosud nezn\u00e1mou str\u00e1nku, zat\u00edmco jin\u00e9 se projevuj\u00ed v\u00fdrazn\u011b neelegantn\u011b.<\/p>\n

V t\u011bchto prvn\u00edch t\u00fddnech krize jsme zkr\u00e1tka byli sv\u011bdky komunikace, kter\u00e1 \u010dasto prob\u00edhala v temnot\u011b<\/strong> a kter\u00e1 hledala spr\u00e1vnou cestu mezi nekone\u010dn\u00fdm v\u00fdb\u011brem mo\u017en\u00fdch variant daleko od tradi\u010dn\u00edch kan\u00e1l\u016f; v poctiv\u00e9 snaze b\u00fdt relevantn\u00ed jak pro svou ve\u0159ejnost, tak pro sv\u00e9 investory.<\/p>\n

Ka\u017ed\u00fd s\u00e1m za sebe, B\u016fh za n\u00e1s v\u0161echny<\/h2>\n

Jak\u00fd je tedy \u00fa\u010del sportovn\u00ed komunikace<\/strong> v dob\u011b krize? Tato ot\u00e1zka je trivi\u00e1ln\u00ed pouze povrchn\u011b.<\/p>\n

Po po\u010d\u00e1te\u010dn\u00edm a na\u0161t\u011bst\u00ed sd\u00edlen\u00e9m momentu \u00fa\u010dasti a zapojen\u00ed<\/strong> se nyn\u00ed mnoh\u00e9 komunika\u010dn\u00ed strategie ocitaj\u00ed na k\u0159i\u017eovatce. Je z\u0159ejm\u00e9, \u017ee r\u016fzn\u00e9 sportovn\u00ed osobnosti komunikuj\u00ed z r\u016fzn\u00fdch d\u016fvod\u016f a za r\u016fzn\u00fdmi \u00fa\u010dely.<\/p>\n

Vezmeme-li si v\u00fdrobce sportovn\u00ed obuvi, je jasn\u00e9, \u017ee krom\u011b spole\u010densk\u00e9 odpov\u011bdnosti bude jeho c\u00edlem naj\u00edt zp\u016fsob, jak prodat co nejv\u00edce v\u00fdrobk\u016f. Vezmeme-li spole\u010dnost provozuj\u00edc\u00ed sportovn\u00ed vys\u00edl\u00e1n\u00ed, m\u016f\u017eeme p\u0159edpokl\u00e1dat, \u017ee jej\u00edm c\u00edlem je z\u016fstat co nejatraktivn\u011bj\u0161\u00ed, aby neztratila p\u0159edplatitele. Pokud se zamysl\u00edme nad sportovn\u00edm t\u00fdmem, nebylo by nespr\u00e1vn\u00e9 se domn\u00edvat, \u017ee by si m\u011bl nejen h\u00fd\u010dkat sv\u00e9 fanou\u0161ky, ale tak\u00e9 by nem\u011bl ztratit kontakt se sv\u00fdmi sponzory. Sponzo\u0159i<\/strong> zase mus\u00ed naj\u00edt zp\u016fsob, jak i nad\u00e1le vyu\u017e\u00edvat popularity a viditelnosti sportovn\u00edch nemovitost\u00ed<\/strong>. Stejn\u011b tak sportovci mus\u00ed z\u016fstat hodni pozornosti a zn\u00e1m\u00ed ve\u0159ejnosti, aby neztratili pozice na sportovn\u00edm a komer\u010dn\u00edm trhu.<\/p>\n

Nen\u00ed to jednoduch\u00fd \u00fakol a mnoz\u00ed si <\/strong>dnes krom\u011b neju\u0161lechtilej\u0161\u00edch c\u00edl\u016f kladou ot\u00e1zku, jak p\u0159istupovat ke krizov\u00e9 komunikaci s <\/strong> pragmati\u010dt\u011bj\u0161\u00edmi<\/strong> typy \u0159e\u0161en\u00ed. Jak v podstat\u011b dob\u0159e hovo\u0159it o tom, co se v sou\u010dasn\u00e9 dob\u011b d\u011bje? Snad t\u00edm, \u017ee budeme m\u00edt bl\u00edzko ke sv\u00e9 komunit\u011b a z\u00e1rove\u0148 se budeme sna\u017eit znovu nastartovat hybnou s\u00edlu ekonomick\u00fdch aktivit?<\/p>\n

Ide\u00e1ln\u00ed cestou je odstranit pr\u016ftahy a vyhnout se snadn\u00e9 purit\u00e1nsk\u00e9 stigmatizaci <\/strong>. Sv\u011bt sportu je z\u00e1bava zam\u011b\u0159en\u00e1 navenek (tj. na fanou\u0161ky) a je to plnohodnotn\u00e9 intern\u00ed odv\u011btv\u00ed, kde je t\u0159eba vypl\u00e1cet mzdy, \u010dekat na dodavatele, p\u0159ipravovat sez\u00f3ny<\/strong>, ukl\u00e1dat \u00fa\u010dty atd.<\/p>\n

P\u0159\u00edle\u017eitosti a rizika<\/h2>\n

Jedna z nejzaj\u00edmav\u011bj\u0161\u00edch ot\u00e1zek se proto bezpochyby t\u00fdk\u00e1 mo\u017enosti komunikace<\/strong>. P\u0159\u00edle\u017eitost<\/strong> je zde z\u0159ejm\u011b m\u00edn\u011bna jako„b\u00fdt p\u0159\u00edhodn\u00fd<\/strong>„, „neb\u00fdt vn\u00edm\u00e1n jako nem\u00edstn\u00fd“. Vzhledem k tomu, \u017ee internet neust\u00e1le nab\u00edz\u00ed t\u00fdm\u016fm, sportovc\u016fm a sponzor\u016fm mo\u017enost vykon\u00e1vat obchodn\u00ed \u010dinnost i mimo sportovn\u00ed ud\u00e1losti (nap\u0159. aktivity k maxim\u00e1ln\u00edmu zviditeln\u011bn\u00ed sponzor\u016f nebo propagaci jejich obchod\u016f), pak je riziko, \u017ee naraz\u00edte na spekulanty, v\u017edy hned za rohem. Hranice mezi komer\u010dn\u00ed p\u0159\u00edle\u017eitost\u00ed a nevkusem je<\/strong> zkr\u00e1tka<\/strong> velmi tenk\u00e1<\/strong>.<\/p>\n

Ti, kte\u0159\u00ed stejn\u011b jako my jednaj\u00ed se sponzory, dob\u0159e v\u011bd\u00ed, jak d\u016fle\u017eit\u00e9 je nap\u0159\u00edklad d\u00e1t sponzorsk\u00e9mu programu hodnotu v dob\u011b, kdy se nekonaj\u00ed z\u00e1vody, neodehr\u00e1vaj\u00ed hry a ru\u0161\u00ed se akce. Je snadn\u00e9 obr\u00e1tit se na s\u00ed\u0165 ve snaze, \u010dasto trapn\u00e9, ale up\u0159\u00edmn\u00e9, d\u00e1t partner\u016fm to, co jim virus vzal<\/strong>, tedy mo\u017enost oslovit miliony div\u00e1k\u016f. Poku\u0161en\u00ed vytv\u00e1\u0159et p\u0159\u00edsp\u011bvky, z\u00e1sahy a aktivity pro t\u0159et\u00ed strany nebo zahrnout propagaci produkt\u016f pro komer\u010dn\u00ed \u00fa\u010dely je proto pochopiteln\u00e9 a legitimn\u00ed.<\/p>\n

Tato ruka nata\u017een\u00e1 sm\u011brem ke sv\u00fdm dobrodru\u017en\u00fdm spole\u010dn\u00edk\u016fm (jak obvykle definujeme sponzory) v\u0161ak nem\u016f\u017ee p\u0159ekonat v\u00e1\u017en\u00e9 okolnosti, v nich\u017e se nach\u00e1z\u00edme. Je pravd\u011bpodobn\u011b vhodn\u011bj\u0161\u00ed po\u010dkat n\u011bkolik t\u00fddn\u016f<\/strong>, ne\u017e se obnov\u00ed spr\u00e1vn\u00fd reklamn\u00ed humbuk, a soust\u0159edit se v po\u010d\u00e1te\u010dn\u00ed f\u00e1zi na soci\u00e1ln\u00ed komunikaci a odpov\u011bdnost.<\/p>\n

Jsme si jisti, \u017ee v budoucnu budou v\u00edce oce\u0148ov\u00e1ny spole\u010dnosti, kter\u00e9 dok\u00e1zaly zachovat klid v \u010dist\u011b obchodn\u00edch ot\u00e1zk\u00e1ch, ne\u017e ty, kter\u00e9 se za ka\u017edou cenu sna\u017eily prosadit maximalizaci sponzorsk\u00fdch p\u0159\u00edsp\u011bvk\u016f.<\/strong><\/p>\n

Je z\u0159ejm\u00e9, \u017ee je velmi obt\u00ed\u017en\u00e9 naj\u00edt rovnov\u00e1hu, pokud jde o hmotnost a \u010das. Kdy m\u016f\u017eeme za\u010d\u00edt mluvit o sponzorstv\u00ed<\/strong>, smlouv\u00e1ch, prodeji a obchodn\u00edch p\u0159\u00edle\u017eitostech<\/strong>? A jak velk\u00fd vliv by tyto aktivity m\u011bly m\u00edt na komunika\u010dn\u00ed celek b\u011bhem dne \u010di t\u00fddne? A nakolik m\u016f\u017ee b\u00fdt vlk p\u0159evle\u010den za ber\u00e1nka a maskovat pot\u0159ebu p\u0159\u00edle\u017eitosti, kterou vy\u017eaduje konkr\u00e9tn\u00ed okam\u017eik?<\/p>\n

Skute\u010dn\u00e1 charita a PR charita<\/h2>\n

Komunikace po skon\u010den\u00ed charitativn\u00ed akce<\/strong> je proces, kter\u00fd je v dne\u0161n\u00ed dob\u011b velmi \u010dast\u00fd.<\/p>\n

M\u00e1m na toto t\u00e9ma velmi vyhran\u011bn\u00e9 n\u00e1zory: elegance by cht\u011bla, aby se skute\u010dn\u00e1 charita prov\u00e1d\u011bla s vypnut\u00fdmi kamerami<\/strong>. Ud\u011blat hezk\u00e9 gesto a hned ho uk\u00e1zat nen\u00ed ani gentlemansk\u00e9, ani ide\u00e1ln\u00ed pro komunika\u010dn\u00ed \u00fa\u010dely. Naopak, pokud je dobrovolnictv\u00ed a charita zjevn\u011b n\u00e1strojem PR, hroz\u00ed, \u017ee se dos\u00e1hne opa\u010dn\u00fdch v\u00fdsledk\u016f, ne\u017e se o\u010dek\u00e1v\u00e1.<\/p>\n

I v tomto p\u0159\u00edpad\u011b jde o vhodnou p\u0159\u00edle\u017eitost.<\/p>\n

Mnoz\u00ed, jist\u011b bez zl\u00e9ho \u00famyslu, v prvn\u00edch dnech nouze v\u00edt\u011bzoslavn\u011b p\u0159edv\u00e1d\u011bli, \u017ee zakoupili ventil\u00e1tory nebo z\u00e1soby masek \u010di p\u0159isp\u011bli t\u00e9 \u010di on\u00e9 nemocnici. U\u0161lechtil\u00e1 gesta, nutn\u00e1 a u\u017eite\u010dn\u00e1 v okam\u017eiku celost\u00e1tn\u00ed nouze, kter\u00e1 m\u011b v\u0161ak zcela nep\u0159esv\u011bd\u010dila. Tato gesta v\u0161ak ztr\u00e1cej\u00ed na v\u011brohodnosti, kdy\u017e je p\u0159edj\u00edmaj\u00ed tiskov\u00e9 zpr\u00e1vy intern\u00edch komunika\u010dn\u00edch \u00fa\u0159ad\u016f<\/strong>.<\/p>\n

Dobrovolnick\u00e1 pr\u00e1ce by se m\u011bla odehr\u00e1vat daleko od novin\u00e1\u0159\u016f<\/strong>, jinak by nebylo nic \u0161patn\u00e9ho na tom, kdyby se kancel\u00e1\u0159e pro styk s ve\u0159ejnost\u00ed naz\u00fdvaly t\u00edm, \u010d\u00edm jsou. T\u00edm l\u00e9pe je zkr\u00e1tka pojmenovat v\u011bci prav\u00fdm jm\u00e9nem a t\u00edm l\u00e9pe, pokud vedou k odpov\u00eddaj\u00edc\u00edm c\u00edl\u016fm.<\/p>\n

Od re\u00e1ln\u00e9ho k virtu\u00e1ln\u00edmu a naopak<\/h2>\n

V dob\u011b, kdy p\u00ed\u0161eme tento \u010dl\u00e1nek, pr\u00e1v\u011b skon\u010dil prvn\u00ed z\u00e1vod Stay At Home GP<\/strong> po\u0159\u00e1dan\u00fd \u0161ampion\u00e1tem MotoGP<\/strong> na virtu\u00e1ln\u00ed platform\u011b \u0161pi\u010dkov\u00e9 motocyklov\u00e9 videohry. Sout\u011b\u017ee na Joypadu se z\u00fa\u010dastnilo 10 ofici\u00e1ln\u00edch jezdc\u016f: oba brat\u0159i Marquezov\u00e9<\/strong>, Aleix Espargaro<\/strong>, Pecco Bagnaia<\/strong>, Fabio Quartararo<\/strong>, duo Suzuki Mir<\/strong> a Rins<\/strong>, Leucona<\/strong>, Oliveira<\/strong> a Maverick Vinales<\/strong>.<\/p>\n

Tato iniciativa, kterou v jin\u00fdch podob\u00e1ch p\u0159evzaly i jin\u00e9 sportovn\u00ed s\u00e9rie, jako je Formule 1 a IndyCar<\/strong>, m\u00e1 \u0159adu v\u00fdhod, krom\u011b zjevn\u00e9 absence adrenalinu, kter\u00fd skute\u010dn\u00fd z\u00e1vod poskytuje.<\/p>\n

V prvn\u00ed \u0159ad\u011b je to n\u00e1stroj kontinuity<\/strong>. P\u0159i absenci skute\u010dn\u00fdch z\u00e1vod\u016f to byl inteligentn\u00ed tah spole\u010dnosti Dorna<\/strong> (dr\u017eitele pr\u00e1v na \u0161ampion\u00e1t), kter\u00fd nab\u00eddl n\u00e1pady, jak p\u0159ev\u00e9zt fanou\u0161ky nejen kv\u016fli zimn\u00ed p\u0159est\u00e1vce do okam\u017eiku, kdy budou moci op\u011bt za\u010d\u00edt z\u00e1vody na skute\u010dn\u00fdch trat\u00edch.<\/p>\n

Zadruh\u00e9 jde o zm\u011bnu zam\u011b\u0159en\u00ed, kter\u00e1 m\u016f\u017ee b\u00fdt pro fanou\u0161ky naprosto zaj\u00edmav\u00e1: na jezdce nato\u010den\u00e9 v jejich domovech a mimo nap\u011bt\u00ed z\u00e1vodn\u00edho dne se m\u016f\u017eeme pod\u00edvat z jin\u00e9 perspektivy. M\u00e1lokdy se n\u00e1m poda\u0159\u00ed vid\u011bt mistra sv\u011bta Marqueze,<\/strong> jak se v kuchyni po\u0161\u0165uchuje se sv\u00fdm bratrem, nebo Esparagra,<\/strong> jak mezi z\u00e1pasy hon\u00ed d\u011bti po pohovce.<\/p>\n

A kone\u010dn\u011b, a mysl\u00edm, \u017ee toto t\u00e9ma stoj\u00ed za zm\u00ednku, virtu\u00e1ln\u00ed hry nab\u00edzej\u00ed alternativu ke zviditeln\u011bn\u00ed sponzor\u016f,<\/strong> kte\u0159\u00ed – i kdy\u017e ve velmi mal\u00e9m form\u00e1tu – mohou vid\u011bt sv\u00e9 zna\u010dky a sv\u00e9 barvy na virtu\u00e1ln\u00edch motocyklech.<\/p>\n

Zejm\u00e9na milovn\u00edk\u016fm tohoto typu z\u00e1bavy je jasn\u00e9, \u017ee streamov\u00e1n\u00ed z\u00e1pas\u016f ve videohr\u00e1ch<\/strong> nebylo vynalezeno ani dnes, ani v MotoGP<\/strong>. Naopak, platformy jako Twitch<\/strong> a \u00fasp\u011bch slavn\u00fdch hr\u00e1\u010d\u016f a youtuber\u016f<\/strong> (kte\u0159\u00ed se vy\u0161vihli na \u00farove\u0148 sv\u011btov\u00fdch celebrit) u\u017e l\u00e9ta sv\u011bd\u010d\u00ed o celoplanet\u00e1rn\u00edm v\u00fdznamu, kter\u00fd na sebe hern\u00ed sv\u011bt bere.<\/p>\n

Nicm\u00e9n\u011b v t\u00e9to f\u00e1zi je d\u016fle\u017eit\u00e1 v\u00fdm\u011bna (a\u0165 u\u017e z vlastn\u00ed v\u016fle, nebo n\u00e1sil\u00edm, jak se \u0159\u00edk\u00e1) mezi hran\u00fdmi sporty a sporty ve videohr\u00e1ch, v nich\u017e skute\u010dn\u00ed sportovci sout\u011b\u017e\u00ed na digit\u00e1ln\u00edch platform\u00e1ch. P\u0159esouv\u00e1me se z reality do virtu\u00e1lna a \u010dek\u00e1me, \u017ee se, doufejme, brzy vr\u00e1t\u00edme do reality, a to se stejn\u00fdmi protagonisty.<\/p>\n

Dnes je t\u011b\u017ek\u00e9 \u0159\u00edci, zda se tento pobyt doma Gp<\/strong> m\u016f\u017ee st\u00e1t trendem, kter\u00fd bude pokra\u010dovat jako z\u00e1bavn\u00fd experiment, nebo trendem, kter\u00fd nakonec vymiz\u00ed. Jist\u00e9 je, \u017ee se objev\u00ed dal\u0161\u00ed z\u00e1vody, kter\u00fdch se n\u011bkter\u00e9 t\u00fdmy – jako nap\u0159\u00edklad Ducati<\/strong> – kter\u00e9 se dnes nez\u00fa\u010dastn\u00ed, prohl\u00e1sily, \u017ee se z\u00fa\u010dastn\u00ed.<\/p>\n

Stejn\u011b tak je jist\u00e9, \u017ee a\u017e tato pandemie skon\u010d\u00ed, vztah mezi hran\u00fdmi sporty a sporty ve videohr\u00e1ch u\u017e nebude stejn\u00fd<\/strong>. V\u00fdznam hern\u00edho pr\u016fmyslu a rostouc\u00ed celosv\u011btov\u00e1 pozornost v\u011bnovan\u00e1 videohr\u00e1m vy\u017eaduj\u00ed, aby organiz\u00e1to\u0159i, s\u00e9rie, ligy a pravd\u011bpodobn\u011b i t\u00fdmy v\u011bnovali pozornost hern\u00edmu aspektu, kter\u00fd je schopen zapojit statis\u00edce hr\u00e1\u010d\u016f ka\u017ed\u00fd den ve v\u0161ech koutech sv\u011bta.<\/p>\n

Kdo se unav\u00ed jako prvn\u00ed? Probl\u00e9m s n\u00e1razov\u00fdm \u010dten\u00edm<\/h2>\n

T\u00e9matem, kter\u00e9 bude t\u0159eba v nadch\u00e1zej\u00edc\u00edch dnech \u0159e\u0161it, je bezpochyby mno\u017estv\u00ed komunikace p\u0159ich\u00e1zej\u00edc\u00ed od v\u0161ech z\u00fa\u010dastn\u011bn\u00fdch stran ve sportovn\u00edm odv\u011btv\u00ed<\/strong>. Jestli\u017ee, jak ji\u017e bylo zm\u00edn\u011bno, bylo pochopiteln\u00e9, \u017ee v prvn\u00edch dnech pandemie se na s\u00ed\u0165 sj\u00ed\u017ed\u011bla velk\u00e1 masa, je nyn\u00ed nutn\u00e9 se pt\u00e1t, jak dlouho bude vhodn\u00e9 pokra\u010dovat v nab\u00edzen\u00ed vide\u00ed z tr\u00e9nink\u016f sportovc\u016f, uplynul\u00fdch ud\u00e1lost\u00ed, \u017eiv\u00fdch instagram\u016f hr\u00e1\u010d\u016f nebo anket o preferovan\u00e9m potahu na vozech Formule 1<\/strong>.<\/p>\n

Nen\u00ed bezd\u016fvodn\u00e9 p\u0159edv\u00eddat, \u017ee v bl\u00edzk\u00e9 budoucnosti dojde k fenom\u00e9nu nadm\u011brn\u00e9ho \u010dten\u00ed a n\u00e1vyku na tento komunika\u010dn\u00ed humbuk. I ten nejzaryt\u011bj\u0161\u00ed fanou\u0161ek<\/strong>, kter\u00fd dnes tou\u017e\u00ed po tro\u0161e hran\u00e9ho fotbalu\/fotbalu nebo po n\u011bjak\u00e9 akci na mistrovstv\u00ed sv\u011bta, bude z\u0159ejm\u011b<\/strong> touto komunika\u010dn\u00ed agres\u00ed unaven<\/strong> (samoz\u0159ejm\u011b v hyperbolick\u00e9m a p\u0159enesen\u00e9m slova smyslu).<\/p>\n

Stru\u010dn\u011b \u0159e\u010deno, jako byste cht\u011bli \u0159\u00edct: nem\u016f\u017eete myslet na to, \u017ee hust\u00fd sportovn\u00ed program p\u0159ed koronavirem zcela nahrad\u00edte stejn\u011b hust\u00fdm programem p\u0159\u00edsp\u011bvk\u016f na Facebooku a p\u0159\u00edb\u011bh\u016f na Instagramu.<\/p>\n

Riziko spo\u010d\u00edv\u00e1 v tom, \u017ee jedna z velk\u00fdch p\u0159ednost\u00ed sportovn\u00edho vozidla sel\u017ee, nebo sp\u00ed\u0161e, \u017ee se <\/strong> stane (ne p\u0159esn\u011b \u0159e\u010deno) ta\u017en\u00fdm prost\u0159edkem m\u00edsto tla\u010dn\u00e9ho<\/strong>. Vr\u00e1t\u00edme-li se k n\u00e1m drah\u00e9mu aspektu sportovn\u00edho sponzoringu, m\u016f\u017eeme \u0159\u00edci, \u017ee funguje pr\u00e1v\u011b proto, \u017ee sp\u00ed\u0161e zahrnuje, ne\u017e aby zasahoval: reklamn\u00ed sd\u011blen\u00ed je uzav\u0159eno v ud\u00e1losti, kterou chce div\u00e1k sledovat, a nen\u00ed vnucov\u00e1no jako v p\u0159\u00edpad\u011b „push“ zp\u016fsobu komunikace. M\u011bli bychom si proto d\u00e1vat pozor, abychom sport neprom\u011bnili v reklamu na sport, kter\u00e1 se potenci\u00e1ln\u011b nel\u00edb\u00ed ani tomu nejv\u00e1\u0161niv\u011bj\u0161\u00edmu fanou\u0161kovi.<\/p>\n

informovat, bavit a rozptylovat, s pozornost\u00ed a up\u0159\u00edmnost\u00ed<\/h2>\n

Covid, glob\u00e1ln\u00ed pandemie, v\u00fdluky a nemo\u017enost osobn\u011b se z\u00fa\u010dastnit akce jsou obrovsk\u00fdmi p\u0159\u00edklady sportovn\u00ed krize<\/strong>. Dnes, v\u00edce ne\u017e kdy jindy, pr\u00e1v\u011b v tomto historick\u00e9m okam\u017eiku, mus\u00ed sportovn\u00ed sv\u011bt inteligentn\u011b p\u0159evz\u00edt roli bavi\u010de<\/strong>. V t\u011b\u017ek\u00fdch \u010dasech pro \u017eivoty a sv\u011bdom\u00ed mus\u00ed m\u00edt ve\u0159ejnost mo\u017enost obr\u00e1tit se na sport (a na sportovn\u00ed komunikaci) jako na ventil \u00falevy a moment rozpt\u00fdlen\u00ed. Opakov\u00e1n\u00ed historick\u00fdch sout\u011b\u017e\u00ed, hloubav\u00e9 rubriky, hry o ceny a z\u00e1bava, pokud jsou pod\u00e1v\u00e1ny zdvo\u0159ile a s m\u00edrou, jsou u\u017eite\u010dn\u00fdmi n\u00e1stroji, jak alespo\u0148 na chv\u00edli p\u0159im\u011bt velkou \u010d\u00e1st obyvatelstva, kter\u00e9 je nuceno z\u016fstat doma a \u010dekat, a\u017e skon\u010d\u00ed no\u010dn\u00ed m\u016fra, k „uvoln\u011bn\u00ed a pohod\u011b“.<\/p>\n

Informovat, bavit a rozptylovat mus\u00ed b\u00fdt hlavn\u00edmi funkcemi, o kter\u00e9 se mus\u00ed sna\u017eit ka\u017ed\u00fd, kdo se v\u011bnuje sportovn\u00ed komunikaci, proto\u017ee by se nem\u011blo zapom\u00ednat, i kdy\u017e je to siln\u00e9 poku\u0161en\u00ed, \u017ee hlavn\u00edm c\u00edlem sportu obecn\u011b je kone\u010dn\u00fd spot\u0159ebitel. A\u0165 u\u017e se jedn\u00e1, jak ji\u017e bylo zm\u00edn\u011bno, o stroj na barven\u00ed, basketbalovou videohru, tr\u00e9nink, kter\u00fd je t\u0159eba zopakovat v dom\u00e1cnosti, nebo o star\u00e9 repr\u00edzy minul\u00fdch ud\u00e1lost\u00ed; v tomto obdob\u00ed mus\u00ed sport v podstat\u011b slou\u017eit jako velk\u00fd m\u00edrotvorce ka\u017edodenn\u00edho \u017eivota.<\/p>\n

Je z\u0159ejm\u00e9, \u017ee v\u00fdzvou pro dne\u0161n\u00ed komunik\u00e1tory je um\u011bt inteligentn\u011b a p\u0159\u00edle\u017eitostn\u011b kombinovat extern\u00ed a intern\u00ed c\u00edle<\/strong> a z\u00e1rove\u0148 v\u011bnovat velkou pozornost sponzor\u016fm<\/strong>, investor\u016fm<\/strong>, partner\u016fm<\/strong> a dal\u0161\u00edm zainteresovan\u00fdm stran\u00e1m v odv\u011btv\u00ed. Tento mix nen\u00ed zdaleka jednoduch\u00fd, zejm\u00e9na po n\u011bjak\u00e9 dob\u011b, kdy n\u00e1m za\u010dnou doch\u00e1zet \u010derstv\u00e1 t\u00e9mata, nezn\u00e1m\u00e9 probl\u00e9my a nep\u0159edv\u00eddateln\u00e9 cesty.<\/p>\n

Nov\u00fd antick\u00fd sv\u011bt<\/h2>\n

Jednoho dne, doufejme, \u017ee ne p\u0159\u00edli\u0161 vzd\u00e1len\u00e9ho, budou tyto t\u011b\u017ek\u00e9 \u010dasy, kter\u00fdmi proch\u00e1z\u00edme, jen vzpom\u00ednkou<\/strong>. A\u017e se tak stane, mo\u017en\u00e1 bez velk\u00fdch fanf\u00e1r, sv\u011bt sportu, sportovn\u00ed komunikace, sportovn\u00ed marketing<\/strong><\/a> a . sponzoringu<\/strong><\/a> se z\u00e1sadn\u011b zm\u011bn\u00ed. Stejn\u011b jako v\u0161echny velk\u00e9 okam\u017eiky historick\u00fdch zm\u011bn, i tato mimo\u0159\u00e1dn\u00e1 ud\u00e1lost s exotick\u00fdm n\u00e1zvem „Covid-19<\/em>“ bude znamenat bod, z n\u011bho\u017e nen\u00ed n\u00e1vratu pro profesionalitu, informovanost a dovednosti: sport nebude z tohoto typu hodnocen\u00ed vy\u0148at.<\/p>\n

Toto obdob\u00ed n\u00e1m s nejv\u011bt\u0161\u00ed pravd\u011bpodobnost\u00ed zanech\u00e1 obrovsk\u00e9 mezery, ale tak\u00e9 nov\u00e9 bohatstv\u00ed<\/strong> a nov\u00e9 n\u00e1stroje<\/strong>. Nepochybn\u011b znovu objev\u00edme novou str\u00e1nku na\u0161\u00ed profese a na\u0161eho oboru, kterou dnes mo\u017en\u00e1 poprv\u00e9 vid\u00edme shora jako celek, s t\u00edmto zvl\u00e1\u0161tn\u00edm a spole\u010dn\u00fdm pocitem jednoty.<\/p>\n

Douf\u00e1me a p\u0159ejeme si, aby n\u00e1sledky byly lep\u0161\u00ed ne\u017e ty, kter\u00e9 jsme m\u011bli p\u0159edt\u00edm<\/strong>; abychom se stali siln\u011bj\u0161\u00edmi, sv\u011bdomit\u011bj\u0161\u00edmi a vz\u00e1jemn\u011b slad\u011bn\u011bj\u0161\u00edmi. Mo\u017en\u00e1 trochu ot\u0159esen\u00ed, ale lep\u0161\u00ed.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

V dob\u011b, kdy p\u00ed\u0161u tyto \u0159\u00e1dky, je sv\u011bt ji\u017e n\u011bkolik m\u011bs\u00edc\u016f uzav\u0159en kv\u016fli pandemii koronaviru. Tov\u00e1rny, \u0161koly, univerzity, \u00fa\u0159ady, v\u0161echno je zav\u0159en\u00e9, akce byly zru\u0161eny, jak\u00e1koli shrom\u00e1\u017ed\u011bn\u00ed jsou zak\u00e1z\u00e1na. Je to bezprecedentn\u00ed obdob\u00ed nejen v d\u011bjin\u00e1ch It\u00e1lie, ale i v mezin\u00e1rodn\u00edm m\u011b\u0159\u00edtku: je pravda, \u017ee b\u011bhem sv\u011btov\u00fdch v\u00e1lek u\u017e planeta podobn\u00fd stav nouze za\u017eila, ale […]<\/p>\n","protected":false},"author":2,"featured_media":190982,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20230],"tags":[],"class_list":["post-280536","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sportovni-marketing"],"acf":[],"contentshake_article_id":"","yoast_head":"\nKrizov\u00e1 komunikace a sport. 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