07_wizerunek_wysokie_prog... 150 kB *

wizerunek
wizerunek
Wysokie PRogi
Public relations w kulturze
1Z_%85
9X`XUR JUN TXW\NT`NW]WRN 9; `T[JLcJ ` [NSXWb T^U]^[b `b\XTRNS
3NMWJT MXK[N Y[cbTũJMb cJ[cžMcJWRJ TXV^WRTJLSž ` V^cNJLQ ]NJ][JLQ
LNW][JLQ \c]^TR ]X WJ [JcRN YXSNMbWLcN `bYJMTR =[XLQ¢ UNYRNS `bYJMJSž
WJ RLQ ]UN `bMJ`WRL]`J
?]LV_ZbLYTP V`W_`]d b VL_PRZ]TLNS []ZO`V_` V_Ç]d [ZOWPRL []LbZX
]dYV` OWL bTíV^eZĦNT Z^ÇM []LN`UÙNdNS T eL]eÙOeLUÙNdNS b _PU ^QP]eP UP^_
UP^eNeP _]`OYP OZ []edUíNTL w 9TP `V]dbLUXd% bLWNedXd Z NeL^ bZWYd
e ZR]ZXPX L_]LVNUT V_Ç]dXT eLWPbLYd UP^_ YL^e [Z_PYNULWYd ZOMTZ]NL
w L[PW`UP 8LROLWPYL >TbPNVL OZ YTPOLbYL ^[PNULWT^_VL ;= b 8`eP`X
9L]ZOZbdX b BL]^eLbTP
,bLYRL]OÙ^Ù[]ePOPb^ed^_VTXTY^_d_`NUPXčZOPeL]eÙOeLYP[]ePe^ePQÇb
]Ze`XTPUÙNdNSeYLNePYTPVZX`YTVZbLYTL^TíeZ_ZNePYTPXZ]LeTY^_d_`NUP
b^[Çč[]LN`UÙNP e VZ][Z]LNULXT >[ZY^Z]ed TYbP^_`UÙNd ^[Z]P [TPYTÙOeP
bbd^_LbdW`M^[PV_LVWPZNePV`UÙOeTLčLďV_Ç]Pb^PV_Z]ePVZXP]NdUYdX
^Ù ^_LYOL]OPX w 1T]Xd []edNedYTčd ^Tí OZ PO`VLNUT [TL]ZbPU b V`W_`]eP
eX`^eLUÙN [L]_YP]Çb OZ LV_dbYdNS OeTLčLď VZX`YTVLNdUYdNS w eL`bLŇL
8LROLWPYLņ`VeLRPYNUT1TYP,]_.ZXX`YTNL_TZY^5PUeOLYTPX;=V`W_`]d
UP^_ _]`OYd w 6`W_`]L T ^e_`VL bd^ZVL _Z ZM^eL] YT^eZbd ?PL_]PX Ned
Z[P]Ù TY_P]P^`UP ^Tí XLčZ Z^ÇM ZV]ZUZYP OeTLčd V`W_`]d b []L^TP XLUÙ
YTPbTPWPXTPU^NLYL[T^LYTPZbLŇYdNSTNTPVLbdNSbdOL]ePYTLNS8LROL
#
WPYL >TbPNVL OZOLUP% w ;`MWTN ]PWL_TZY^ V`W_`]d
_Z []LNL YL ML]OeZ OPWTVL_YPU XL_P]TT BdXLRL
ZO ^[PNULWT^_d O^ ;= ^`M_PWYZĦNT T bdNe`NTL
`XTPUí_YZĦNT ZNPYd Ned ]ePNedbTĦNTP b ^bZTNS
OeTLčLYTLNS YTP []ePV]LNeLXd R]LYTNd OZM]PRZ
^XLV`
/eTLčd []ZXZNUT Q`YVNUZY`UÙ bP b^ed^_VTNS
O`ŇdNS TY^_d_`NULNS B []dbL_YdNS []ePO^Tí
beTíNTLNS V`W_`]LWYdNS UPOYL Z^ZML čÙNed ebd
VWP ZMZbTÙeVT ^[PNULWT^_d O^ []ZXZNUT T [`MWTN
]PWL_TZY^ 9LUbTíV^T eL_]`OYTLUÙ ]ePNeYTVÇb
[]L^ZbdNS @XZbd e LRPYNULXT ;= YLWPŇÙ OZ
]eLOVZĦNT
-L]TP]Ù `_]`OYTLUÙNÙ []ZbLOePYTP OeTLčLď [`MWTN
]PWL_TZY^ b TY^_d_`NULNS V`W_`]d ^eNePRÇWYTP
OeTLčLUÙNdNS ZO bTPW` WL_ ^Ù ečP YLbdVT ^_]LNS
[]ePO eXTLYLXT YTP`QYZĦÛ bZMPN YZbdNS []Z
[ZedNUT Ned QLč^edbTP ]Ze`XTLYP [ZNe`NTP XT^UT
w9TP^_P_dNeí^_Z^[Z_dVLčLX^TíeZ[TYTÙŇPYTP
bL]_Z eL[]L^eLÛ W`OeT OZ X`eP`X YL bd^_Lbí
MZ YTP e]Ze`XTPUÙ YTP OZNPYTÙ w XÇbT 8LROL
WPYL >TbPNVL w ;Z NZ bdNTÙRLÛ OZ YTNS ]íVí
M`OZbLÛVZX`YTVL_%kUP^_PĦXdOWLBL^NSNPXd
[ZVLeLÛ BLX [TíVYZ ^e_`VT bd_č`XLNedXd YL
NedX [ZWPRL bL]_ZĦÛ VZWPVNUTu ?č`Xd T eLTY_P
]P^ZbLYTP YTP Mdčd [Z^_]ePRLYP ULVZ kOZM]Zu
7TNedčd ^Tí RčÇbYTP Z^TÙRYTíNTL YL`VZbP [ZNe`
NTPPWT_L]YZĦNT?ZbL]ed^edč_PX`WíV[]ePO[]ed
^_Z^ZbLYTPX^Tí OZ Z_ZNePYTL [L`[P]deLNUÙ
9L ^eNeíĦNTP 8`eP`X ;Zb^_LYTL BL]^eLb
^VTPRZ :[P]L B]ZNčLb^VL 1LM]dVL ?]eNTYd
?PL_] ČLŅYTL 9ZbL [ZVLe`UÙ ŇP _P]Le XZŇYL
OeTLčLÛTYLNePU
w ;L_]ZYL_d XLUÙ ^PY^ []ed XYTPU
YZĦYdNS _d_`čLNS 3T_d M]ZYTÙ
^Tí ^LXP 2]TY []edUÙč _LVÙ _LV
_dVí b []ed[LOV` k/bLYLĦNTPu
8L]NTYL ĥbTP_WTNVTPRZ w BTP
OeTLčPX ŇP MíOeTP O`ŇP eLTY_P
]P^ZbLYTP :_Z V`W_Zbd [ZW^VT
[ZP_L V_Ç]PRZ VZNSLXd YTPYL
bTOeTPÛ bdOLUP OPMT`_ []ZeL
_Z]^VT b OZOL_V` V]dXTYLč ?Z
X`^TLčZ eLOeTLčLÛ 8ZTX NPWPX
MdčZYTP_dWP[]ePVZYLYTP]POLV
7aNM 2^[Ď[c ^QPMW`[^ ZMOfQXZe
NUTOZ[`MWTVLNUT_PV^_`YL_PXL_
l.UNXU[`QWU -ZMXUfv Pca`eS[PZUWM
V^TÙŇVT TWP ^[]ZbZVZbLYTP Oč`
[ ^eZWa cePMcZUOf[W_UîSM^_WUY
RTNS LYLWT_dNeYdNS _PV^_Çb
/eTĦ eLWPObTP ! bdOLbYTN_b ^[ZĦ]ÇO
LYTP_dWVZV]Ç_VTNSYZ_PV
^P_VT YLUbTíV^edNS XL []ZQP^UZYLWYd ;=
: [L_]ZYL_d eLMTPRLUÙ X`ePL
ZMPUX`UÙNd YTP _dWVZ XPOTL ]PWL_TZY^
T RLWP]TP Z]RLYTe`UÙNP O`ŇP
LWP _LVŇP ^d^_PX TOPY_dQTVLNUT bTe`LWYPU
Medialni sprzymierzeńcy
bd^_Lbd /WL YTNS bL]_ZĦNTÙ
^_]ZYí TY_P]YP_ZbÙ L_]LVNdUYÙ eL]ÇbYZ
9LUML]OeTPULV_dbYdX^PV_Z]PXV`W_`]dbOeTP
UP^_ w ZMZV []ePO^_LbTPYTL
ZO ^_]ZYd bTe`LWYPU ULV T TYQZ]XLNdUYPU
OeTYTP ;= UP^_ ]dYPV bdOLbYTNed >[ZĦ]ÇO OÇM]
^LXPU PV^[ZedNUT w XZŇWTbZĦÛ
Z]Le ^d^_PXVZX`YTVLNUT bPbYí_]eYPU
V`W_`]d UPOdYTP V^TÙŇVL UP^_ _]LV_ZbLYL ULV
[]PePY_LNUTbXPOTLNS[L_]ZYLN
2čÇbYdX [TL]ZbdX R]ePNSPX [ZW^VTNS
_ZbL] BTíV^eZĦÛ bdOLbYTN_b _Z []dbL_YP
VTNS YLebd T WZRZ_d[` ^[ZY^Z]L
bdOLbYTN_b UP^_ M]LV [PčYPU bTPOed
QT]XdV_Ç]P ŇdUÙeP ^[]ePOLŇd
b ]LXLNS `XÇb ML]_P]ZbdNS
NedX UP^_ [`MWTN ]PWL_TZY^ >ePQZbTP ZQT
B [TP]b^ePU ^P_NP YLUbTíV^edNS bdOLbYTN_b
w8POTLb[]ePVLeTPTYQZ]XLNdU
NdY `bLŇLUÙ ŇP bd^_L]Ned [ÇUĦÛ YL ZMTLO
b ]LYVTYR` k=ePNe[Z^[ZWT_PUu _]`OYZ eYLWPŅÛ
YdX`NTPVLUÙZO[ZOLbLYTLV_Z
e OeTPYYTVL]ePX Md XPOTL OZM]eP Z TNS
_LVTPV_Ç]PYTP[]ZbLOeÙŇLOYdNSOeTLčLď[`MWTN
b^[L]č OLYP []ePO^TíbeTíNTP
QT]XLNS [T^Lčd BdOLbNZX M]LV`UP ^_]L
]PWL_TZY^ 9LUML]OeTPU bTOZNeYP ^Ù PQPV_d []LNd
?Z []ZMWPX e V_Ç]dX V`W_`]L
_PRTT [ZOPUX`UÙ ZYT [ZUPOdYNeP OeTLčLYTL
e XPOTLXT =PNPYeUP b Z[TYTZ_bÇ]NedNS OeTPY
MZ]dVL ^Tí ZO OLbYL ]ÇbYTPŇ
V_Ç]P YTP XLUÙ VZY_dY`LNUT -]LV`UP _PŇ
YTVLNS Z]Le VZWZ]ZbdNS XLRLedYLNS _Z YLUNeí
b TYYdNS V]LULNS YL []edVčLO
QLNSZbNÇb /WL_PRZ k-TMWTZ_PVL ,YLWTeu
ĦNTPUPQPV_eL[ZMTPRWTbZĦNTOeTLčÇb[]ZXZNUT/Z
b 9TPXNePNS w []edeYLUP 8LR
`]`NSZXTčL YL ^bZTNS čLXLNS ]ZNeYd
OeTPYYTVL]edYLUbTíV^edNS[T^X_]LQTLUÙOeTP^TÙ_VT
OLWPYL ņ`V w 9TP ]Ze`XTPX
k6`]^[`MWTN]PWL_TZY^u ZMPUX`UÙNd ZXÇ
PRePX[WL]ed]PNPYePYNVTNSebdVWPZQTNdYdbd^d
OWLNePRZ XPOTL XZRÙ XÇbTÛ
bTPYTP YLUbLŇYTPU^edNS eLRLOYTPď T NL^P
čLUÙ_eb^eNeZ_VTYLVTWVLXTP^TíNd[]ePO`VLeL
Z ^[ZY^Z]LNS TX[]Pe ^[Z]_Z
^_`OTP^
YTPX^TíV^TÙŇVTYL]dYV`>eNe`[čPVZW`XYdV`W
bdNS L b []ed[LOV` V`W_`]d
_`]LWYPXTP^eNeÙ_dWVZO]ZMYd`čLXPVTYQZ]XLNUT
YL[Z_VL _Z _LV O`Ňd Z[Ç] w
Z _dX NZ XZŇYL eYLWPŅÛ b V^TíRL]YTLNS .ed
OeTbT^Tí6]ed^e_ZQ.LYO]ZbTNe
_PV^_ YL _PXL_ V^TÙŇVT `VLŇP ^Tí Ned YTP OPNd
Od]PV_Z]ČÇOŅ ,]_.PY_P]T 8TíOedYL]ZOZbPRZ1P^_TbLW`1Z_ZR]LQTT
O`UÙ eL]ÇbYZ bL]_ZĦÛ WT_P]LNVL _d_`č` T [ZedNUL
B^[Çč[]LNí e XPOTLXT b ]LXLNS [L_]ZYL_Çb NSbLWT ^ZMTP :WL 6Z^TV
L`_Z]L ULV T OZM]P ]PWLNUP bdOLbNd e ]POLV
e 1LM]dVT ?]eNTYd w .eí^_Z bdMTP]LXd XPOTL ^[ZeL RčÇbYPRZ Y`]_`
NUÙ Ned YTP^_LYOL]OZbP [ZOPUĦNTP
/ZM]dX [L]_YP]PX UP^_
b VZX`YTVLNUT e OeTPYYTVL]eLXT
YL []edVčLO =LOTZ 5Lee
BdOLbYTN_bZ 8`eL >, OZ []Z
XLUÙNP bd^ZVÙ ^č`NSLW
Barierą utrudniającą
XZNUT k.TPYTL bTL_]`u .L]WZ^L 7`TeL
YZĦÛbYL^ePUR]`[TPOZNP
prowadzenie działań public WZbPU
ELQÇYL bdVZ]ed^_LčZ XTY Z]dRT
YLWYd RLOŇP_ YLbTÙe`UÙNd OZ QLM`čd
1LM]dVL ?]eNTYd b^[Çč
relations w instytucjach
V^TÙŇVT w VZX`YTVL_ []L^Zbd Mdč
[]LN`UP eP ^_LNULXT ]LOTZ
ebTYTí_db]`WZYZMbTÙeLYdVLbLč
bdXT V_Ç]P ^Ù TOPLWYdX
kultury są złe nawyki,
VTPX YLO[LWZYPRZ ^eY`]VL e []ed
XPOT`X OZ []ZXZNUT VZY
strach przed zmianami,
bTÙeLYdX [`OPčVTPX ST^e[Lď^VTNS
NP]_Çb Z]Le ^[PNULWT^_dNe
eL[LčPV
YdXT [Z]_LWLXT [T^eÙNdXT
nieufność czy fałszywie
.Z]Le NeíĦNTPU ^eNePRÇWYTP []ed
Z V`W_`]eP ULV [Z]L[W
[Z_PYNULWYdNS MP^_^PWWP]LNS
NRX[W ^_`OPY_YPb^ Z]Le
rozumiane poczucie misji
bdOLbNd ]PedRY`UÙ e [Zed^VTbLYTL
NT_d R`TOLXT XTY k,V_T
[L_]ZYÇbXPOTLWYdNSw5PĦWT[L_]Z
aT^_u ku k3Z_ XLRL
YL_ YLO V^TÙŇVÙ XL UPOPY e _dRZOYTVÇb Z[TYTT
eTYPu w ;]ed YL^ePU ^eP]ZVTPU OeTLčLWYZĦNT ZMPUX`UÙNPU RLWP]Tí VZYNP]_d
TYYPYTPNSí_YTPZYTPU[T^eÙwbdULĦYTL4]PV2]TY
^NPYí_PL_]LWYÙ_LV[]PNdedUYTP^[]ZQTWZbLYLVZX`YTVLNUL[]edYZ^TPQPV_d
[T^L]eT]POLV_Z]YLNePWYdbbdOLbYTN_bTP082
wZ[ZbTLOL 6Z^TV
^TP][TPďb]eP^TPď!
$
1Z_%,]NS
wizerunek
wizerunek
wizerunek
9MSPMXQZM ?UcQOWM <^[S^MY @QXQcUfVM
<[X_WM ?- c XM`MOT " ?\QOVMXU_`M
P_<^[Y[OVU9afQaY:M^[P[cQcCM^_fMcUQ
;ZeTZXVZX`YTVLNUTeZ_ZNePYTPX[ZW^VTNSX`ePÇb
bYTPbTPW`[]ed[LOVLNSUP^_^L_d^QLVNUZY`UÙNd9TP
ebdVWP Neí^_Z XPOTL _]LV_ZbLYP ^Ù ULV TRYZ]LYNT
b]ZRZbTP V_Ç]dX YTP bL]_Z [ZĦbTíNLÛ NeL^`
-]LV UP^_ ĦbTLOZXZĦNT ^Tčd T XZŇWTbZĦNT b^[L]NTL
eP ^_]ZYd XPOTÇb L _LVŇP e]Ze`XTPYTL ]ÇŇYTNd 1Z_%,]NS
XTíOed UíedVTPX T ^[Z^ZMLXT []LNd []L^d NZOeTPYYPU ^_LNUT _PWPbTedUYdNS
Ned]LOTZbdNS
B VZY_LVNTP e [Z_PYNULWYÙ [`MWTNeYZĦNTÙ [Z_]ePMYP ^Ù NTP][WTbZĦÛ T ^[]d_
LMd b VZX`YTVLNTP ^VTP]ZbLYdX OZ YTPU L eM`OZbLYdX eRZOYTP e []LbT
OčLXT ;= []ePXdNTÛ b [TR`čNP b L_]LVNdUYd T e]Ze`XTLčd ^[Z^ÇM bTPOeí
Z[]PePY_ZbLYdX eULbT^V` e V]íR` ^e_`VT
8`eP`X ;Zb^_LYTL BL]^eLb^VTPRZ eP ^bZTX []ePVLePX _]LQTčZ YLbP_
OZ _LMWZTOÇb ?Z PQPV_ VZY^PVbPY_YPRZ M`OZbLYTL ]PWLNUT e OeTPYYTVL
]eLXTw=ePNeYTVTOeTLč[]L^ZbdeLNeíWTOeTLčLÛYLbNeP^YdXP_L[TP[]LN
[]edRZ_ZbLbNedNS 9L MTPŇÙNZ TYQZ]XZbLWTĦXd Z TNS [Z^_í[TP Z]RLYT
eZbLWTĦXd M]TPQTYRT YL M`OZbTP [ZVLedbLWTĦXd VZWPUYP P_L[d _bZ]ePYTL
X`eP`X w bdULĦYTL ,YYL 6Z_ZYZbTNe ]ePNeYTNeVL X`eP`X OZOLUÙN%
w ;ZNeÙ_VZbZ XPOTL Mdčd YTP`QYP OeTPYYTVL]eP YTP bTP]edWT ŇP [Z !
WL_LNSYTP`OLYdNS[]ÇMX`eP`X[Zb^_LYTPbXTP^TíNd>_Z[YTZbZ^Tí
[]ePVZYdbLWTb]P^eNTP^LXTeLNeíWT^e`VLÛTYQZ]XLNUT[ZNe`WTŇP_Z_LVŇP
UP^_ TNS ^[]LbL EL[]ZNPY_ZbLčL Z_bL]_ZĦÛ bZMPN OeTPYYTVL]ed% čL_bd
VZY_LV_ Y`XP]d OZ ]ePNeYTVL XZŇYL eYLWPŅÛ YL ^_]ZYTP bbb [ZOLUÙ
RZ]ÇbYTPŇ[]LNZbYTNdZOMTP]LYTPVZXÇ]VTbYTPOeTPWPZ]LeL_]LVNdUYd
[]ePVLe
;]LNí`čL_bTLUÙOeTPYYTVL]eZX_LVŇP_PL_]d>_LYOL]OPXUP^_Z]RLYTeZbL
YTP VZYQP]PYNUT []L^ZbdNS []ePO []PXTP]LXT W`M M]TPQTYRT [ZONeL^ []ÇM
?Z ^eNePRÇWYTP bLŇYP OWL _PWPbTeUT V_Ç]L XZŇP [ZVLeLÛ Q]LRXPY_d ^[PV
_LVW` U`Ň b OYT`[]PXTP]d
=PR`WL]YTP Ħ]POYTZ ]Le b XTP^TÙN` e OeTPYYTVL]eLXT ^[Z_dVLUÙ ^Tí L]_d
ĦNT :[P]d B]ZNčLb^VTPU 5PU ]ePNeYTNeVL 0WŇMTP_L >eNe`NVL XL b ^bZUPU
MLeTP OLYdNS VZY_LV_d OZ VTWV`^P_ OeTPYYTVL]ed
:O WL_ LV_dbYTP b^[Çč[]LN`UP e XPOTLXT YTP
XTPNVZUíedNeYdXT : XZY`XPY_LWYdNS ]PLWTeL
NULNS _P_]LWZRTT BLRYP]L [ZVLedbLYdNS b 3LWT
7`OZbPU [T^LčL []L^L YTPXTPNVL L`^_]TLNVL
^ebLUNL]^VL w 6ZY_LV_d YLbTÙe`UPXd YLUNeí
ĦNTPU[ZONeL^eLR]LYTNeYdNSbd^_í[Çb;ZO_dX
beRWíOPX ML]OeZ ZbZNYL MdčL YL^eL []ZXZNUL
b _]LVNTP _PRZ]ZNeYdNS _L]RÇb _`]d^_dNeYdNS
b-P]WTYTP:[P]LXTLčL_LXbčL^YP^_ZT^VZ
ebTPOeLUÙNd XZRWT [Z^č`NSLÛ YL^edNS ^ZWT^_Çb
w[ZOV]PĦWL>eNe`NVL
;]ZQP^UZYLWYd XZYT_Z]TYR XPOTÇb [ZXLRL
b []edRZ_ZbLYT` VTWV`^P_^_]ZYTNZbPU [`MWTVLNUT
e L]_dV`čLXT YL _PXL_ Z[P]d 9L [ZNeÙ_V` VLŇ
OPRZ]ZV`Z_]edX`UÙUÙOeTPYYTVL]eP^[ZY^Z]ed
bčLOeP^LXZ]eÙOZbPTXTYT^_P]TLWYP8ZRÙUÙ_PŇ
V`[TÛXTčZĦYTNdZ[P]d
9LUbTíV^ePTY^_d_`NUPULVELNSí_L:[P]L9L]Z
OZbL 8`eP`X ;Zb^_LYTL BL]^eLb^VTPRZ YTP
XLUÙ []ZMWPX` e OZ_L]NTPX OZ XPOTÇb ZRÇW
YZ[ZW^VTNS 4NS L_`_PX UP^_ ]Ze[ZeYLbLWYL
XL]VL8YTPU^edXTY^_d_`NUZXXTXZbd^ZVTPRZ
[ZeTZX` []Z[ZYZbLYdNS bdOL]ePď _]`OYTPU
UP^_^Tí[]ePMTÛw9L^edXLO]P^L_PX^ÙRčÇbYTP
WZVLWYPXPOTLbL]^eLb^VTPw[]edeYLUP0bL=Ze
bLOZb^VLe8`eP`X3T^_Z]dNeYPRZX^_BL]
^eLbdw?]ePMLeYLÛ^bZUÙXTL]íT[`MWTNeYZĦÛ
9TP]PedRY`UPXdUPOYLVeeLT^_YTPYTLbXPOTLNS
XL^ZbdNS ROd bdOL]ePYTP XL ^eNePRÇWYd NSL
]LV_P] 9L []edVčLO bd^_LbÙ [LXTÙ_PV [Z 5LYTP
;LbWP 44 eLTY_P]P^ZbLčd ^Tí BTLOZXZĦNT ?A;
:O`ŇPUVZYV`]PYNUTXÇbT_LVŇP8LROLWPYLņ`V
e LRPYNUT 1TYP,]_ b^[Çč[]LN`UÙNL e VZXP]NdU
YdXTRLWP]TLXT%wBO`ŇdNSXTL^_LNSNZOeTPYYTP
UP^_ XYÇ^_bZ TX[]Pe bTíN _]`OYZ ^Tí []ePMTÛ
e TYQZ]XLNUÙ OZXPOTÇb
1Z_%85
Pomysł na event
.LYO]ZbTNe UP^_ ebZWPYYTVTPX V]PZbLYTL
bdOL]ePď V`W_`]LWYdNS []edNTÙRLUÙNdNS `bLRí
[`MWTNeYZĦNT T XPOTÇb w .eí^_Z bdVZ]ed^_`
UPXd PaPY_d LVNUP SL[[PYTYRZbP b []eP^_]ePYT
XTPU^VTPU?LV[]ZXZbLWTĦXdbTYYdNSXTL^_LNS
YL^e 1P^_TbLW 1Z_ZR]LQTT VZ]ed^_LUÙN e [ZXZNd
bZWZY_L]T`^ed V_Ç]ed eRčL^eLWT ^Tí eL [ZĦ]POYTN
_bPX ^_]ZYdTY_P]YP_ZbPU
>[Z]dX[ZbZOePYTPXNTP^ed^TíbČZOeTbdXd
ĦWZYd []ePe YTPRZ L]_ZM`^ w XTPU^VT L`_ZM`^
V`]^`UÙNd[ZXTíOedYLUbLŇYTPU^edXTTY^_d_`NULXT
V`W_`]LWYdXTXTL^_LBL`_ZM`^TP[ZXLWZbLYdX
YL beÇ] LbLYRL]OZbdNS ZM]LeÇb bdĦbTP_WLYP
^ÙQTWXdZČZOeT eL[ZbTPOeTTX[]Pe
0bL =ZebLOZb^VL e bL]^eLb^VTPRZ 8`eP`X
3T^_Z]dNeYPRZ b^[ZXTYL ŇP O`ŇdX eLTY_P]P
^ZbLYTPX [`MWTNeYZĦNT T XPOTÇb NTP^edčL ^Tí
bd^_LbL [ZĦbTíNZYL [ZW^VTPX` VZ][`^ZbT
bLWNeÙNPX` [ZONeL^ 44 bZUYd ĦbTL_ZbPU bP
wizerunek
BčZ^ePNS w BdYLUíWTĦXd ^LXZNSZOd bZU
^VZbP T ^_L_d^_Çb `M]LYdNS b X`YO`]d _PU
UPOYZ^_VT ?LVL YTPNZOeTPYYL Z[]LbL []edNTÙRL
`bLRí E VZWPT ČLŅYTL 9ZbL ĦbTí_ZbLčL `]Z
OeTYd >čLbZXT]L 8]ZŇVL YL V]LVZb^VTNS ;WLY
_LNS :_bL]NT` [WPYP]ZbPU bd^_Lbd ]d^`YVÇb
_ZbL]ed^edčZ[ZčLbTLYTPM`_PWPVeeLXVYTí_dXT
bĦ]ZOV`[]LNLXT8]ZŇVLT[Z^e`VTbLYTPUPŇd
[L_]TZ_Çb ;]ePNSZOYTP MdWT YL]LŇPYT YL L_LVT
LVbTed_Z]Çb Z[ZbTLOLď 8]ZŇVL V_Ç]ed Ned_LWT
Q]LRXPY_d UPRZ []Zed w EL^_LYLbTLXd ^Tí ULV
NTPVLbTP [ZVLeLÛ VLŇOP YL^eP YZbP []ePO^Tí
beTíNTP ULV []ePVZYLÛ bTOeL ŇP bL]_Z OZ YL^
[]edUĦÛw_č`XLNed-L]_Z^e>edOčZb^VTOd]PV_Z]
_PL_]`w5P^_PĦXdbYZbdXXTPU^N`OZ[TP]ZZO
ObÇNSWL_8`^TXd[]edebdNeLTÛ[`MWTNeYZĦÛOZ
^TPMTP
w 3T_ZbP bd^_Lbd VZYNP]_d YZNP X`ePÇb
T ZR]ZXYL Q]PVbPYNUL YL _PRZ ]ZOeLU` PaPY
_LNS OZbZOeÙ ZR]ZXYPRZ RčZO` ^e_`VT [ZOL
YPU b YZbL_Z]^VT ^[Z^ÇM w eL`bLŇL 8LROLWPYL
>TbPNVL w Bd^_L]Ned ^VZ]ed^_LÛ e _eb VZ]P
^[ZYOPYNUT ^e_`V b^[ZXÇN X`ePL X`edVÙ
_PL_]PX_LďNPXWT_P]L_`]ÙT_OB_POdMíOeTPXd
^VLeLYT YL ^`VNP^
?LVŇP eOLYTPX 8LROLWPYd ņ`V []ZO`V_ZbP
[ZOPUĦNTP OZ OeTPč V`W_`]d _Z bdebLYTP OWL ;=
b _dX ^PRXPYNTP
MčíOd ULV Y[ YTPOZ^_Z^ZbLYTP
?eXcQ_`Q^ .U^MSM
RZOeTY Z_bL]NTL OZ [Z_]ePM
Pe^QW`[^ @QM`^a
b^[ÇčNeP^YPRZ bTOeL -LOLYTL
0^aSM ?`^QRM
[`MWTNeYZĦNT TNS ZNePVTbLď
[ZeTZX`^L_d^QLVNUTNed[Z^_]eP
RLYTL OLYPU TY^_d_`NUT YLWPŇÙ OZ ;= _PL_]` YTPeLWPŇ
YPRZULVTXUP^_?PL_]
]eLOVZĦNT9LUNeíĦNTPUL]R`XPY
/]`RL>_]PQLMdčTUP^_
_PX UP^_ M]LV [TPYTíOed ;]ed
VčLO 8`eP`X 3T^_Z]dNeYPRZ _]`OYdXeLOLYTPX
b BL]^eLbTP [ZVLe`UP UPOYLV 5LV TYYP _PRZ ]ZOeLU`
1Z_%,]NS
ŇP T e _dX []ZMWPXPX XZŇYL ZĦ]ZOVT YTP Od^[Z
^ZMTP[Z]LOeTÛw-LOLYTL]ZMTčL Y`UPXd Ħ]ZOVLXT QTYLY^ZbdXT YL VLX
OWL YL^ []ZQP^UZYLWYL LRPYNUL [LYTP ]PVWLXZbP L VZY_LV_d e XPOTLXT
V_Ç]L [Z_]LV_ZbLčL _Z ULVZ ZOR]dbLUÙ OWL YL^ T^_Z_YÙ ]ZWí b M`OZ
OeTLčLYTP []P^_TŇZbP BdYTVT bLYT` [ZedNUT _PL_]` BLŇYdX L^[PV_PX
b^VLe`UÙNP YL VZYTPNeYZĦÛ _dNS VZY_LV_Çb UP^_ eL[PbYTLYTP XTPU^NL
ebTíV^ePYTL ]Ze[ZeYLbLWYZĦNT b]P[P]_`L]LNSOeTPYYTVÇbTXTP^TíNeYdNS
T [Z^eP]ePYTL R]`[d ZOMTZ]NÇb TYQZ]XL_Z]LNS V`W_`]LWYdNS& eL[ZbTPOeT
^[PV_LVWT&Oč`Ň^ePL]_dV`čdNed ]PNPYeUP
YTP eL^VZNedčd YL^ E [PbYZ
/eTíVT bTPWZWP_YTPU b^[Çč[]LNd e OeTPY
ĦNTÙ[ZXZRčdb`WP[^ePYT`OeTL
čLď ebTÙeLYdNS e VZX`YTVLNUÙ YTVL]eLXT T ^[PNULWT^_LXT ZO XL]VP_TYR`
T ;= e XPOTÇb UP^_PĦXd ZMPNYT b _PWP
w XÇbT 0bL =ZebLOZb^VL
bTeUT [`MWTNeYPU ]LOT` [`MWTNeYdX T YTP
;TPYTÙOeP YL OZ^VZYLWPYTP ]PWL
NUT e [`MWTNeYZĦNTÙ 8`eP`X [`MWTNeYdX b NeL^Z[T^XLNS T [Z]_LWLNS
TY_P]YP_ZbdNS :MPNYZĦÛ b [Z]_LWLNS
ELXVZbP b 8LWMZ]V` eYL
WLečZ b Q`YO`^eLNS `YTUYdNS V`W_`]LWYdNSUP^_NZ]LebLŇYTPU^eLOWLYL^
wLYL^eLbčL^YL^_]ZYLbbb_PL_]^_]PQL
@NeP^_YTNed b []ZR]LXTP 0NSZ
NL^_ []edRZ_Zb`UÙNdX XL_P]TLč NZX ^_LčL ^Tí YTPeMíOYdX YL]eíOeTPX
^eVZWPYTZbd OWL []ePbZOYTVÇb VZX`YTVZbLYTL e YL^edXT bTP]YdXT Z]Le
Wyjście do publiczności
ZM^č`RT VL^ OZeZ]` bd^_Lb YZbdXTbTOeLXT
6`W_`]L ^e`VL YZbdNS VLYLčÇb OZ_L]NTL OZ
^_]LŇYTVÇb BTZ^YÙ [ZONeL^
[`MWTNeYZĦNT ?PL_]LWYP ]P[P]_`L]d `WZ_VT YL
^eVZWPYTL[TWZ_LŇZbPRZ Z^ÇM
_PXL_ bd^_Lb Ned VZYNP]_Çb XZŇYL eYLWPŅÛ
`NedčZ^TíXTYYLbTÙedbLYTLVZY_LV_`T[Z]Ze`XTPbLYTLe[`MWTNeYZĦNTÙ
b [`MLNS VLbTL]YTLNS SZ_PWLNS [`YV_LNS
;ZOZMYP_]PYTYRTXZRÙ[]eP[]ZbLOeTÛTYYPTY^_d_`NUPV`W_`]dw0NSZNL^_
TYQZ]XLNUT _`]d^_dNeYPU :[P]L B]ZNčLb^VL
`OZ^_í[YT TX XL_P]TLčd eL OL]XZ ;]ZR]LX Mdč _PŇ TY^[T]LNUÙ OZ `_bZ
b^[Çč[]LN`UP e MT`]LXT [ZO]ÇŇd Z]RLYTe`UÙ
]ePYTL b XLWMZ]^VTX 8`eP`X Q`YVNUT `^SP]L w 9LedbLXd RZ Z[TPV`
NdXT []edULeOd OZ ;ZW^VT eeL eLNSZOYTPU R]L
YPX RZĦNT X`ePLWYdNS -L]OeZ VZX`YTVL_dbYd Z_bL]_d OdŇ`]`UP []ePO
YTNd /WL eLR]LYTNeYdNS
M]LXÙ bPUĦNTZbÙ OZ eLXV` ROeTP eLb^eP VčíMT
XPWZXLYÇb []edRZ_Z
^Tí_č`X_`]d^_Çb;ZXLRL]ZebTÙeLÛ_]`OYP^d_`
b`UP YTPXTPNVZUíedNeYÙ
LNUP^č`Ňd]LOÙT[ZXZNÙZ[ZbTLOLOZbNT[dOLUP
Obecność w sieci
bP]^Uí k6`]TP]L :[P]Z
W`OeVÙ_bL]eeLXVZbTwbdULĦYTL8L]PV>_ZVZb^VT
to dla aktywnych
bPRZu 6TWV`YL^_Z^_]Z
e 8`eP`X
YTNZbL OL]XZbL RLeP_L
komunikacyjnie
[ZNeÙ_VZbZ`VLedbLčL^Tí
Sieciowe wizytówki
_dWVZ []ed ZVLeUT []PXTP]
8`eP`XELXVZbPb8LWMZ]V`[LXTí_L_PŇZ^bZ
instytucji standard
UPUTY_P]YP_ZbPUZO^čZYTPbbbeLXPVXLWMZ]V[W
XPRLbTOZbT^V BLRYP]L
?P]Le _ZbL]ed^ed VLŇ
TYTPUP^_b_dXZOZ^ZMYTZYP:MPNYZĦÛb^TPNT_Z
OPU []PXTP]eP w ;T^ePXd Z V`WT^LNS ^[PV_LVWT
OWL LV_dbYdNS VZX`YTVLNdUYTP TY^_d_`NUT ^_LYOL]O >_L]LUÙ ^Tí ZYP čÙNedÛ
[]PePY_`UPXd L]_d^_Çb Od]dRPY_Çb w Z[Z
bd^ZVT [ZeTZX R]LQTNeYd bT_]dY e TNS Q`YVNUZYLWYZĦNTÙ :MZbTÙeVZbP ^Ù
YPb^WP__P]d 9L ^_]ZYLNS _PL_]Çb XZŇYL ^[]LbOeTÛ ]P[P]_`L] eL]PeP]
bTLOL 0WŇMTP_L >eNe`NVL /ZOLUP ŇP [`MWTVLNUL
UP^_ b NLčZĦNT QTYLY^ZbLYL e ]PVWLX BčL^YÙ
bZbLÛ MTWP_ eYLWPŅÛ TYQZ]XLNUP Z LV_Z]LNS T _PL_]LWYdNS LV_`LWYZĦNTLNS
RLeP_í bdOLUP _LVŇP ČLŅYTL 9ZbL k7ZOZčL
ČLŅYTL 9ZbL []Z[ZY`UP YLbP_ QTWXZbP Q]LRXPY_d ^[PV_LVWT MWZR ^ePQL
XLNeu XZŇYL OZ^_LÛ b VTWV`YL^_` [`YV_LNS
T QZ]`X bbbWLeYTLYZbL[W
/`ŇP bdOLbYTN_bL []ZbLOeÙ ]ZeM`OZbLYP bT_]dYd ROeTP XZŇYL eYL
6]LVZbL
8LROLWPYL >TbPNVL b ^bZTX Z[]LNZbLYT` YL
WPŅÛTYQZ]XLNUPZYZbZĦNTLNST^[Z_VLYTLNSeL`_Z]LXTeLXÇbTÛV^TÙŇVí
/Z_L]NTP OZ TYQZ]XLNUT VZ][Z]LNdUYdNS VZY_LV_Çb OZ Z^ÇM ZO[ZbTP
_PXL_ [`MWTN ]PWL_TZY^ [ZW^VTPRZ X`ePLWYTN_bL
eb]LNL `bLRí ŇP YLbP_ b YLUbTíV^edNS [ZW
OeTLWYdNSeL;=Ned[]ZXZNUíUP^_U`ŇeYLNeYTP_]`OYTPU^eP/Z]eLOVZĦNT
YLWPŇÙbdOLbYTN_bLV_Ç]P`OZ^_í[YTLUÙYL^bZTNS^_]ZYLNSXL_P]TLčdOZ
^VTNS X`ePLNS [Z[PčYTLYP ^Ù _LV eL^LOYTNeP
^TP][TPďb]eP^TPď!
wizerunek
wizerunek
[ZM]LYTLwVZX`YTVL_d[]L^ZbPeOUíNTLL`_Z]ÇbWZRZ_d[d?`[Zed_dbYTP
w.SNPXdLMdbdOL]ePYTLV_Ç]Pb^[TP]LXd
bd]ÇŇYTL ^Tí BdOLbYTN_bZ 7T_P]LNVTP V_Ç]P [`MWTV`UP _LVŇP b [WTVLNS
MdčdZO[ZbTPOYTZYLRčZĦYTZYPwXÇbT-PL_L
X[ bdbTLOd eP ^bZTXT L`_Z]LXT bbbbWYP_[W
EO`ďNedV>V`[ ]ePNeYTNeVL []L^ZbL 492
4Y^_d_`NUPV`W_`]dYTPOZVZďNL[Z_]LQTÙbdVZ]ed^_LÛZWM]edXTPXZŇWTbZ
9L_TZYLWP9POP]WLYOPYEL^_]ePRLUPOYLVŇP
ĦNT VZX`YTVLNdUYP ^TPNT E ]PR`čd ^_]ZYd []ZbLOeZYP ^Ù b UíedV` [ZW
YLbP_YLUWP[^eP[`MWTN]PWL_TZY^YTP[ZXZŇP
^VTX ]eLOVZ [Z LYRTPW^V` BT_]dYL 8`eP`X ;Zb^_LYTL BL]^eLb^VTPRZ
ROd []ZĦML Z b^[L]NTP ^[ZY^Z]^VTP YTP UP^_
bbb$[W e bP]^ULXT LYRTPW^VÙ YTPXTPNVÙ Q]LYN`^VÙ T ]Z^dU^VÙ _Z
eRZOYL eP^_]L_PRTÙXL]VP_TYRZbÙQT]Xd
]ZOedYPV /eTbT ]eLOVL ZMPNYZĦÛ OeTLčÇb OZV`XPY_`UÙNdNS [`MWTVLNUP
XPOTÇbNed^P]bT^Çb[]L^ZbdNS2LWP]TLELNSí_LbbbeLNSP_LL]_[W
ZMZV VZX`YTVL_Çb []L^ZbdNS `OZ^_í[YTL YL ^bZUPU ^_]ZYTP NLčP _PNeVT
OeLUÙNPU T NZ_dRZOYTZbP XPP_TYRT b^ed^_VTNS
[]L^ZbPeYZ_LXTZL]_d^_LNSbdbTLOLXTOZ[ZM]LYTL?LVTNSXL_P]TL
[]LNZbYTVÇb YL V_Ç]dNS Od^V`_`UPXd Z ^[]L
čÇb []ÇŇYZ ^e`VLÛ b bT_]dYLNS 8`eP`X 9L]ZOZbPRZ b BL]^eLbTP
bLNS MTPŇÙNdNS Neí^_Z ^Ù _Z VbP^_TP OZ_dVL
6]LVZbTP Ned B]ZNčLbT`
UÙNP Ħ]ZOVÇb T XP_ZO ]PLRZbLYTL YL ^d_`LNUP
B _PU OeTPOeTYTP ML]OeTPU LV_dbYP ^Ù []dbL_YP TY^_d_`NUP T ^LXT L]_d
V]ded^ZbP 9TP UP^_ _Z _d[Zbd ;= V]ded^Zbd
ĦNT w -ZOLU ULVZ [TP]b^T YL [ZW^VTX ]dYV` bdOLbYTNedX `]`NSZXTWTĦXd
ML]OeTPU w k[Z^[ZWT_P ]`^ePYTPu QZ]XL TY_`TNdU
^_]ZYí [ZĦbTíNZYÙ _dWVZ UPO
YPRZ T R]`[ZbPRZ ]PLRZbLYTL
YPU V^TÙŇNP LY_ZWZRTT Z[ZbTL
YL V]ded^ ROeTP ZO[ZbTPOeTLW
OLď V]dXTYLWYdNS k?]`[d [ZW
YZĦÛ ]ZeVčLOL ^Tí YL b^ed^_
Wśród częstych błędów
^VTPu w [ZOV]PĦWL 4]PV 2]TY
VTNS NečZYVÇb TY^_d_`NUT
popełnianych w instytucjach ,]_`] ;L^eVZ Od]PV_Z] BZUP
.Z]Le NeíĦNTPU XčZOeT L]_d
ĦNT []PePY_`UÙ ^bZUP []LNP
bÇOeVTPU -TMWTZ_PVT ;`MWTNeYPU
kultury można wymienić
b ^TPNT w /Z^_LUPXd ^[Z]Z
b 6]LVZbTP [ZOV]PĦWL ŇP
PXLTWT ZO XLWL]ed R]LQTVÇb
T b TY^_d_`NULNS V`W_`]d ^d_`
również nieprzygotowanie
QZ_ZR]LQTVÇbV_Ç]edeLNSíNLUÙ
LNUPV_Ç]PXZRÙ[]eP]ZOeTÛ^Tí
do kryzysu i brak
OZ ZObTPOePYTL ^bZTNS ^_]ZY
bV]ded^ULVeLb^ePbd[]ePOeL
TWTNeÙŇP[ZĦbTíNTXdTX_PV^_
]ZebÇU bd[LOVÇb ?LV MdčZ
działań komunikacyjnych
b YL^edX XLRLedYTP w XÇbT
e TYQZ]XLNUÙ Z [WLYLNS bdVZ
8LUL =`^eVZb^VL ]POLV_Z]
]ed^_LYTL QT]Xd bTYOdVLNdUYPU
skierowanych do
YLNePWYL TY_P]YP_ZbPRZ XTP
b ZOed^VTbLYT` []eP_]edXd
pracowników
^TíNeYTVLk;`][Z^Pw[]ePO^Tí
bLYdNS[]ePeNed_PWYTVÇbV^TÙ
MTZ]NeZĦÛ b V`W_`]ePu ?LVŇP
ŇPVw9LU[TP]b[]eP[]ZbLOeT
OWL 6]ed^e_ZQL .LYO]ZbTNeL
čPX b^_í[Yd ^ZYOLŇ bĦ]ÇO
TY_P]YP_ UP^_ ML]OeZ bLŇYdX VLYLčPX VZX`YTVLNUT e [`MWTNeYZĦNTÙ T Ħ]Z
OeTPYYTVL]ed V_Ç]ed ML]OeZ OZM]eP []edUíWT _PY
OZbT^VTPX w ;]ZbLOeTXd VTWVL bT_]dY XTY ^_]ZYí ČÇOŅ ,]_ .PY_P]
[ZXd^čELTYTNUZbLWTĦXdVTWVL[`MWTVLNUTbWZVLW
1`YOLNUT>e_`VTBTe`LWYPU1Z_ZQP^_TbLW`?Z_LYTT^V`_PNeYd^[Z^ÇMTYQZ]
YdNS XPOTLNS YL _PY _PXL_ _č`XLNeÙN VZ]edĦNT
XZbLYTLZ _dXNZ ]ZMTXd
eb[]ZbLOePYTL_PRZ]ZebTÙeLYTL9TV_YTP[]Z
_P^_ZbLčwZ[ZbTLOL;L^eVZ
Jak pospolite ruszenie
/eTLčLYTL [`MWTN ]PWL_TZY^ b V`W_`]eP ^Ù UP^eNeP
BĦ]ÇO Neí^_dNS MčíOÇb [Z[PčYTLYdNS b TY^_d_`NULNS V`W_`]d XZŇYL
YTP`[Z]eÙOVZbLYPNeí^_ZTY_`TNdUYPYTP[ZeML
bdXTPYTÛ YTP[]edRZ_ZbLYTP OZ V]ded^` T M]LV OeTLčLď VZX`YTVLNdUYdNS
bTZYP^eVZWYdNSMčíOÇb;ZXTXZ_PRZUP^_UPO
^VTP]ZbLYdNS OZ []LNZbYTVÇb B[T^`UÙ ^Tí ZYP YTP^_P_d b ^_LYOL]O
YLVeRZOLŇP;=V`W_`]dXL[]ePO^ZMÙZMTPN`
ZMZbTÙe`UÙNd []LV_dNeYTP b bTíV^eZĦNT QT]X b ;ZW^NP
UÙNÙ[P]^[PV_dbíw.Z]LebTíNPUZ^ÇM]Ze`XTP
w 9TP ^_Z^`UP ^Tí LYT TY_]LYP_` LYT []L^d bPbYí_]eYPU 9TP M`O`UP ^Tí
ŇPV`W_`]L^LXL^TíYTPZM]ZYTwXÇbT0bL=Ze
WZULWYZĦNT bZMPN QT]Xd ^čLMZ []edRZ_Zb`UP ^Tí []LNZbYTVÇb OZ ]ZWT
bLOZb^VL w ;Z_]ePML [TíVYL ]PWLV^` [ZčÙNeZ
LXML^LOZ]Çb TY^_d_`NUT b Ħ]ZOZbT^V` ePbYí_]eYdX w bdWTNeL 8LROL
YPRZePO`VLNUÙUP^_YTPebdVWP^TWYLb^[ZčPNePď
WPYL >TbPNVL 5PU eOLYTPX UP^_ _Z PQPV_ M]LV` ĦbTLOZXZĦNT bĦ]ÇO VLO]d
^_bTP 5POYLV [íO ŇdNTL UP^_ OeTĦ _LV ZR]ZXYd
VTP]ZbYTNePUULVbLŇYdXPWPXPY_PXQ`YVNUZYZbLYTLTY^_d_`NUTUP^_VZX`
ŇPYLWPŇd[ZXÇN^[ZčPNePď^_b`bdčZbTÛ_PXL_d
YTVLNULbPbYí_]eYL:OZ^ZMYTZYdX[]ed[LOVTPXUP^_8`eP`X;Zb^_LYTL
bL]_ZĦNTZbP^_bZ]edÛ_PŇVZXQZ]_OZĦbTLONeL
BL]^eLb^VTPRZ/eTLčL_`TY_]LYP_Od]PV_Z]X`eP`X]PR`WL]YTP^[Z_dVL
YTL[TíVYLwOZOLUP8LROLWPYL>TbPNVL
^Tí e []LNZbYTVLXT T bZWZY_L]T`^eLXT w B^[ZXLRL YL^ R]`[L ZVZčZ ^_`
bZWZY_L]T`^ed^Ù_ZW`OeTPb]ÇŇYdXbTPV`ML]OeZeLLYRLŇZbLYT-Pe[Z
Urszula Podraza
Ħ]POYTVZY_LV_eOd]PV_Z]PXOZOL_VZbZTNSXZ_db`UPwbdULĦYTL]ePNe
[ZO]LeL+XNVV]LVZb[W
YTNeVL X`eP`X ,YYL 6Z_ZYZbTNe
;]LN`UP ULVZ ^[PNULWT^_VL ;= b 8TíOedYL]ZOZ
4Y^_d_`NUP V`W_`]d YTP ^Ù _PŇ []edRZ_ZbLYP YL V]ded^ w -]LV UP^_ []ed
RZ_ZbLYTL OZ bNeP^YPRZ ]Ze[ZeYLYTL V]ded^` _]PYTYR` VTP]ZbYTN_bL
bdX .PY_]`X 6`W_`]d b 6]LVZbTP ;]ZbL
OeT eLUíNTL e ;= T VZX`YTVLNUT ^[ZčPNeYPU b @5
Ned ^NSPXL_Çb VZX`YTVLNUT bPbYí_]eYPU b ^d_`LNULNS V]ded^ZbdNS
w eL`bLŇL >TbPNVL /Z OeTLčLď LO SZN []edeYLUP ^Tí 6]ed^e_ZQ .LY
T`NePWYTLNS[]dbL_YdNSZ]Le^eVZWPYTLeeLV]P^`
XPOTL]PWL_TZY^ OWLQT]X TTY^_d_`NUT
O]ZbTNeeČÇOŅ,]_.PY_P]w8LXdNZXTP^TíNeYPePM]LYTLVLO]deL]eÙ