{"id":17745,"date":"2024-08-19T17:00:32","date_gmt":"2024-08-19T15:00:32","guid":{"rendered":"https:\/\/www.vskk.cz\/cz\/?page_id=17745"},"modified":"2024-09-17T11:16:17","modified_gmt":"2024-09-17T09:16:17","slug":"pr-influencer-marketing-veronika-tazlerova","status":"publish","type":"page","link":"https:\/\/www.vskk.cz\/cz\/aktuality\/pr-influencer-marketing-veronika-tazlerova\/","title":{"rendered":"PR & influencer marketing – Veronika T\u00e1zlerov\u00e1\u00a0"},"content":{"rendered":"

Market\u00e9\u0159i \u010dasto nech\u00e1pou, co influence\u0159i \u0159e\u0161\u00ed a jak\u00fd mohou m\u00edt pro zna\u010dku p\u0159\u00ednos. <\/b>V\u0160KK to chce s novou specializac\u00ed zm\u011bnit<\/b><\/h3>\n

Kampan\u011b postr\u00e1daj\u00edc\u00ed smysl, neozna\u010den\u00e1 reklama, nev\u00fdhodn\u00e9 smlouvy. V influencer marketingu se objevuj\u00ed r\u016fzn\u00e9 ne\u0161vary. Vysok\u00e1 \u0161kola kreativn\u00ed komunikace otev\u00edr\u00e1 specializaci PR a Influencer Marketing, kde se nov\u00e1 generace market\u00e9r\u016f nau\u010d\u00ed, jak (spolu)pracovat s influencery spr\u00e1vn\u011b a ku prosp\u011bchu v\u0161ech <\/b>\u2013\u2060\u2060\u2060\u2060\u2060\u2060<\/b> zna\u010dek, influencer\u016f i jejich fanou\u0161k\u016f a sleduj\u00edc\u00edch.<\/b><\/p>\n

Influencer marketing hraje v posledn\u00edch letech v marketingov\u00e9m mixu \u010d\u00edm d\u00e1l v\u011bt\u0161\u00ed roli. Zdaleka ne v\u0161echny kampan\u011b a spolupr\u00e1ce s influencery jsou spr\u00e1vn\u011b uchopen\u00e9, a\u0165 u\u017e po str\u00e1nce legislativn\u00ed, tak po brandov\u00e9 a komunika\u010dn\u00ed. Slovo influencer mnoz\u00ed i\u00a0nad\u00e1le vn\u00edmaj\u00ed s dehonestuj\u00edc\u00ed konotac\u00ed ne\u017e jako ozna\u010den\u00ed profese, kter\u00e1 vy\u017eaduje spoustu pr\u00e1ce, zodpov\u011bdnosti a know-how. Na <\/span>Vysok\u00e9 \u0161kole kreativn\u00ed komunikace<\/b><\/a> si to uv\u011bdomuj\u00ed a s novou specializac\u00ed <\/span>otev\u00edraj\u00ed dve\u0159e do sv\u011bta <\/span>PR komunikace a Influencer Marketingu<\/b><\/a>.\u00a0<\/span><\/p>\n

\u201eZa m\u011b jsou PR a influencer marketing dost opom\u00edjen\u00e9 discipl\u00edny, kter\u00e9 se \u010dasto v agentur\u00e1ch sv\u011b\u0159uj\u00ed junior\u016fm, proto\u017ee si v\u0161ichni mysl\u00ed, \u017ee je to jednoduch\u00e1 pr\u00e1ce, ke kter\u00e9 nepot\u0159ebujete m\u00edt \u017e\u00e1dn\u00e9 know-how. Opak je ale pravdou,\u201c <\/span><\/i>\u0159\u00edk\u00e1 v rozhovoru market\u00e9rka a z\u00e1rove\u0148 influencerka <\/span>Veronika T\u00e1zlerov\u00e1<\/b>, kter\u00e1 na V\u0160KK vystudovala Kreativn\u00ed marketing a komunikaci. Aktu\u00e1ln\u011b se pod\u00edl\u00ed na p\u0159\u00edprav\u011b nov\u00e9 specializace, kde bude tak\u00e9 u\u010dit.\u00a0<\/span><\/p>\n

Vysok\u00e1 \u0161kola jako p\u0159\u00edle\u017eitost<\/b><\/h3>\n

Ot\u00e1zka, kterou generace Z \u0159e\u0161\u00ed, u\u017e nen\u00ed, na jakou vysokou j\u00edt, ale jestli v\u016fbec. Pro\u010d bys studium vysok\u00e9 \u0161koly doporu\u010dila?
\n<\/b>Je to p\u0159\u00edle\u017eitost, kterou by byla velk\u00e1 \u0161koda nevyu\u017e\u00edt. Za zkou\u0161ku p\u0159ece nic ned\u00e1me. S t\u00edm jsem do toho \u0161la i j\u00e1, kdy\u017e jsem se na V\u0160KK hl\u00e1sila ke studiu specializace Kreativn\u00ed marketing a komunikace. A p\u0159i studiu jsem si pak uv\u011bdomila, \u017ee obor, kter\u00fd jsem si vybrala, miluju. Za\u010dala jsem se o n\u011bj v\u00edce zaj\u00edmat, sebevzd\u011bl\u00e1vat se, chodit na marketingov\u00e9 konference\u2026 Vysok\u00e1 \u0161kola, narozd\u00edl t\u0159eba od gymn\u00e1zia, pro m\u011b najednou nebyla povinnost k od\u0161krtnut\u00ed, ale pr\u016fvodce na cest\u011b za t\u00edm d\u011blat to, co m\u011b bav\u00ed. Nav\u00edc mi dala spoustu cenn\u00fdch kontakt\u016f, a to jak z \u0159ad spolu\u017e\u00e1k\u016f, tak pedagog\u016f.<\/span><\/p>\n

Jak\u00e9 know-how a p\u0159\u00edle\u017eitosti jsi na V\u0160KK z\u00edskala?
\n<\/b>Je\u0161t\u011b p\u0159i studiu jsem se dva roky po sob\u011b \u00fa\u010dastnila marketingov\u00e9 letn\u00ed \u0161koly, ve V\u00eddni a v\u00a0Pa\u0159\u00ed\u017ei, co\u017e byla neuv\u011b\u0159iteln\u00e1, intenzivn\u00ed a velmi obohacuj\u00edc\u00ed zku\u0161enost. Tam jsem pracovala pro The Economist a Alfa Romeo. I te\u010f, n\u011bkolik let po absolvov\u00e1n\u00ed \u0161koly, jsem s pedagogy v kontaktu a d\u00edky tomu jsem t\u0159eba letos mohla b\u00fdt na nejv\u011bt\u0161\u00edm festivalu kreativity Cannes Lions.\u00a0<\/span><\/p>\n

\u201eInfluencer marketing nen\u00ed jen o pos\u00edl\u00e1n\u00ed produkt\u016f influencer\u016fm a \u010dek\u00e1n\u00ed na z\u00e1zrak. Je to strategick\u00e1 pr\u00e1ce, kter\u00e1 m\u016f\u017ee zna\u010dce velmi pomoct, ale i u\u0161kodit.\u201c<\/b><\/p>\n

Aktu\u00e1ln\u011b pom\u00e1h\u00e1\u0161 s p\u0159\u00edpravou nov\u00e9 specializace PR a Influencer Marketing. Pro\u010d je podle tebe d\u016fle\u017eit\u00e9 za\u0159adit tento obor do nab\u00eddky V\u0160KK?
\n<\/b>Za m\u011b jsou PR a influencer marketing dost opom\u00edjen\u00e9 discipl\u00edny, kter\u00e9 se \u010dasto v agentur\u00e1ch sv\u011b\u0159uj\u00ed junior\u016fm, proto\u017ee si v\u0161ichni mysl\u00ed, \u017ee je to jednoduch\u00e1 pr\u00e1ce, ke kter\u00e9 nepot\u0159ebujete m\u00edt \u017e\u00e1dn\u00e9 know-how. Opak je ale pravdou. Jsem r\u00e1da, \u017ee si to V\u0160KK uv\u011bdomuje a rozhodlo se PR a Influencer Marketing za\u0159adit jako samostatnou specializaci.\u00a0<\/span><\/p>\n

M\u00e1m na starost p\u0159\u00edpravu a v\u00fduku influencer marketingu. Na tohle t\u00e9ma jsem psala i\u00a0svou bakal\u00e1\u0159skou pr\u00e1ci \u2013\u2060\u2060\u2060\u2060\u2060\u2060 jak spr\u00e1vn\u011b spolupracovat s influencery, nastavovat a vyhodnocovat kampan\u011b. O tom se nikde moc nepsalo. Byl to takov\u00fd Divok\u00fd z\u00e1pad, kter\u00fd se od t\u00e9 doby, kdy jsem promovala, moc nezm\u011bnil. Po\u0159\u00e1d to d\u011blaj\u00ed junio\u0159i, hodn\u011b agentur a zna\u010dek d\u011bl\u00e1 spolupr\u00e1ce \u0161patn\u011b, nep\u0159in\u00e1\u0161\u00ed to v\u00fdsledky, vyhazuj\u00ed se pen\u00edze z okna, influence\u0159i jsou na\u0161tvan\u00ed\u2026 Jsem r\u00e1da, \u017ee novou generaci market\u00e9r\u016f m\u016f\u017eu u\u010dit, jak to uchopit dob\u0159e a efektivn\u011b. Influencer marketing nen\u00ed jen o pos\u00edl\u00e1n\u00ed produkt\u016f influencer\u016fm a \u010dek\u00e1n\u00ed na z\u00e1zrak. Je to strategick\u00e1 pr\u00e1ce.<\/span><\/p>\n

Jak\u00e9 p\u0159\u00ednosy m\u016f\u017ee m\u00edt influencer pro firmy, agentury i sleduj\u00edc\u00ed a potenci\u00e1ln\u00ed z\u00e1kazn\u00edky?
\n<\/b>Nespo\u010det. Z\u00e1le\u017e\u00ed na c\u00edlech marketingov\u00e9 strategie \u010di kampan\u011b, na tom, jakou formou s influencerem spolupracujeme (dlouhodob\u00e9 ambasadorstv\u00ed, ad hoc kampan\u011b\u2026). Pom\u016f\u017ee to s roz\u0161\u00ed\u0159en\u00edm brand awareness zna\u010dky i s prodeji. Z\u00e1le\u017e\u00ed na tom, v jak\u00e9 f\u00e1zi funnelu zapoj\u00edme jak\u00e9ho influencera. <\/span>Je to podobn\u00e9, jako kdy\u017e<\/span> vyb\u00edr\u00e1me mediatypy na r\u016fzn\u00e9 f\u00e1ze kampan\u011b<\/span>.<\/span><\/p>\n

Profesionalizace influencer marketingu. Nebo taky ne\u00a0<\/b><\/h3>\n

M\u00e1\u0161 zku\u0161enost jako marke\u0165a\u010dka i jako influencerka. V \u010dem je\u0161t\u011b v \u010cesku zaost\u00e1v\u00e1me a co by se studenti mohli nau\u010dit zm\u011bnit
\n<\/b>Pro m\u011b je hodn\u011b d\u016fle\u017eit\u00e9, aby m\u011bli studenti komplexn\u00ed pohled, aby to nevid\u011bli jen za strany marketingu, ale i influencera. I proto moc r\u00e1da p\u0159es sv\u00e9 kontakty pozvu r\u016fzn\u00e9 influencery do v\u00fduky. \u010casto nar\u00e1\u017e\u00edm na to, \u017ee market\u00e9\u0159i to vid\u00ed jen svou optikou a\u00a0nech\u00e1pou, co influence\u0159i \u0159e\u0161\u00ed. Cht\u011bla bych, aby studenti pochopili cel\u00fd ekosyst\u00e9m. D\u00edky tomu budou schopni d\u011blat kampan\u011b, kter\u00e9 p\u0159inesou n\u011bco jak zna\u010dce, tak influencer\u016fm a sou\u010dasn\u011b sleduj\u00edc\u00edm \u2013 co\u017e je nejopom\u00edjen\u011bj\u0161\u00ed skupina. Je nutn\u00e9 br\u00e1t v potaz p\u0159\u00ednosy pro v\u0161echny skupiny tohoto troj\u00faheln\u00edku.\u00a0<\/span><\/p>\n

U\u017e tak p\u011bt let jsou tady snahy o profesionalizaci influencer marketingu, ale jsou hodn\u011b pomal\u00e9. <\/span>V \u010cesku vzniklo nespo\u010det agentur a odd\u011blen\u00ed specializuj\u00edc\u00edch se na influencer marketing a jsou zna\u010dky, kter\u00e9 to d\u011blaj\u00ed profesion\u00e1ln\u011b. St\u00e1le m\u00e1m ale z pozice market\u00e9ra <\/span>i influencera<\/span><\/a> z\u00e1rove\u0148 pocit, \u017ee jsme se moc daleko nedostali, zdaleka nedohnali sever nebo z\u00e1pad. <\/span>St\u00e1le se objevuje spousta spoluprac\u00ed, kter\u00e9 nejsou spr\u00e1vn\u011b po legislativn\u00ed, obsahov\u00e9 \u010di strategick\u00e9 str\u00e1nce a ned\u00e1vaj\u00ed smysl. T\u011bch \u0161patn\u00fdch je podstatn\u011b v\u00edc ne\u017e t\u011bch dob\u0159e uchopen\u00fdch.\u00a0<\/span><\/p>\n

Sou\u010dasn\u011b po\u0159\u00e1d vid\u00edm nekal\u00e9 praktiky ze strany agentur, kter\u00e9 vyu\u017e\u00edvaj\u00ed toho, \u017ee influence\u0159i, obzvl\u00e1\u0161\u0165 tiktoke\u0159i, jsou mlad\u00ed lid\u00e9, kte\u0159\u00ed nemaj\u00ed zku\u0161enosti s prac\u00ed, smlouvami, cenotvorbou\u2026 zah\u00e1\u010dkuj\u00ed si je pod sebe exkluzivn\u00ed smlouvou a berou si na spolupr\u00e1ci nesmysln\u00e9 provize. D\u011bje se to ve velk\u00e9m. V\u0161ichni se sm\u011bj\u00ed influencer\u016fm, ale skoro nikdo nekouk\u00e1 na to, \u017ee s nimi nen\u00ed v\u017edy zach\u00e1zeno f\u00e9rov\u011b, \u017ee jim t\u0159eba zna\u010dky d\u00e1vaj\u00ed za reklamn\u00ed prostor, kter\u00fd m\u00e1 hodnotu sto tis\u00edc, pouhou almu\u017enu.<\/span><\/p>\n

I kdy\u017e je velk\u00fd prostor pro kultivaci a vzd\u011bl\u00e1v\u00e1n\u00ed i u influencer\u016f, cht\u011bla bych pro up\u0159esn\u011bn\u00ed zd\u016fraznit, \u017ee v r\u00e1mci specializace na V\u0160KK se studenti budou u\u010dit, jak strategicky spolupracovat s influencery v r\u00e1mci marketingu, a\u0165 u\u017e na stran\u011b zna\u010dky, vlastn\u00edho byznysu, tak agentury. Nebudeme u\u010dit, jak b\u00fdt dobr\u00fdm influencerem, jak to\u010dit videa na YouTube apod.<\/span><\/p>\n

Zm\u00ednila jsi legislativu. Co by se m\u011blo po t\u00e9to str\u00e1nce zm\u011bnit?
\n<\/b>Z\u00e1kony zaspaly dobu. Influencer marketing \u2013 a celkov\u011b reklama na soci\u00e1ln\u00edch s\u00edt\u00edch \u2013 je \u0161ed\u00e1 z\u00f3na. Kdyby se objevil n\u011bjak\u00fd spor, bude z\u00e1le\u017eet na tom, kdo m\u00e1 lep\u0161\u00edho pr\u00e1vn\u00edka. Bylo by fajn vytvo\u0159it kodex, kter\u00fd budou m\u00edt legislativci k dispozici. A m\u011bl by vzej\u00edt zevnit\u0159. Snahy tu byly \u2013 nap\u0159. iniciativa F\u00e9rov\u00fd influencer, u kter\u00e9 jsem tak\u00e9 zasedala. Probl\u00e9m byl ale v tom, \u017ee se ke kulat\u00e9mu stolu nep\u0159izvali t\u00e9m\u011b\u0159 \u017e\u00e1dn\u00ed influence\u0159i. S v\u00fdsledkem hlasov\u00e1n\u00ed influence\u0159i naprosto legitimn\u011b nesouhlasili. Nebylo to psan\u00e9 pro n\u011b, ale pro zna\u010dky. N\u011bkdo se do iniciativy sice zapojil a \u0159\u00edd\u00ed se j\u00ed, ale sp\u00ed\u0161 to vy\u0161um\u011blo.\u00a0<\/span><\/p>\n

Setk\u00e1v\u00e1\u0161 se tedy sp\u00ed\u0161e s t\u00edm, \u017ee je influencer vn\u00edm\u00e1n jako pod\u0159adn\u00e1 profese s negativn\u00ed konotac\u00ed?
\n<\/b>Je to tak a je to \u0161patn\u011b. Pokud market\u00e9r vn\u00edm\u00e1 influencery takto negativn\u011b, generalizuje, tak podle m\u011b nerozum\u00ed influencer marketingu. Existuj\u00ed influence\u0159i, se kter\u00fdmi je p\u0159\u00ed\u0161ern\u00e1 komunikace, ale v porovn\u00e1n\u00ed s t\u011bmi, kte\u0159\u00ed jsou skv\u011bl\u00ed, jich je zlomek. Jen jsou ty \u0161patn\u00e9 p\u0159\u00edklady bohu\u017eel v\u00edce vid\u011bt. Spousta influencer\u016f po pracovn\u00ed str\u00e1nce funguje, tvo\u0159\u00ed skv\u011bl\u00fd obsah, ale nejsou na titulk\u00e1ch bulv\u00e1rn\u00edch \u010dasopis\u016f.\u00a0<\/span><\/p>\n

St\u00e1\u017ee u zn\u00e1m\u00fdch zna\u010dek\u00a0<\/b><\/h3>\n

V r\u00e1mci specializace PR a Influencer Marketing bude d\u00e1le vyu\u010dovat nap\u0159. <\/b>Aneta Stolzov\u00e1. M\u016f\u017ee\u0161 prozradit, s k\u00fdm dal\u0161\u00edm se studenti setkaj\u00ed?
\n<\/b>Aneta m\u00e1 na starost PR \u010d\u00e1st. V r\u00e1mci Influencer Marketingu se mnou budou u\u010dit dv\u011b dal\u0161\u00ed sle\u010dny. Sna\u017eila jsem se to namixovat tak, aby studenti dostali maximum mo\u017en\u00fdch pohled\u016f. Jedna sle\u010dna dlouho d\u011blala PR a influencer marketing v agentu\u0159e, kde pracovala s klienty jako Victoria’s Secret, Louis Vuitton, hotel Almanac, CCC Shoes and Bags \u010di Swarovski. Druh\u00e1 pracuje pro L’Or\u00e9al, zna\u010dku, kter\u00e1 m\u00e1 snad nejv\u011bt\u0161\u00ed budget na influencery v \u010cesku, po\u0159\u00e1d\u00e1 skv\u011bl\u00e9 eventy, \u00fa\u017easn\u011b s influencery pracuje. Plus se studenti potkaj\u00ed s pozvan\u00fdmi influencery.\u00a0<\/span><\/p>\n

Vyb\u00edr\u00e1te postupn\u011b u\u017e i konkr\u00e9tn\u00ed firmy, kde by mohli studenti z\u00edskat povinnou praxi?
\n<\/b>Ur\u010dit\u011b. J\u00e1 osobn\u011b u\u017e tak dva roky u v\u0161ech sv\u00fdch klient\u016f zprost\u0159edkov\u00e1v\u00e1m st\u00e1\u017ee pro studenty. To u\u017e je tedy v procesu a nejedn\u00e1 se pouze o studenty nov\u00e9 specializace. Konkr\u00e9tn\u011b m\u016f\u017eu zm\u00ednit nap\u0159. Mercedes-Benz Prague Fashion Week, L’Or\u00e9al, P\u00edseck\u00fd v\u00edkend m\u00f3dy a designu, st\u00e1\u017ee u Luk\u00e1\u0161e Mach\u00e1\u010dka\u2026<\/span><\/p>\n

Bude se moct student v\u00edce zam\u011b\u0159it bu\u010f na m\u00e9dia a PR, nebo na influencer marketing, nebo bude m\u00edt po celou dobu studia k dispozici (povinn\u011b) takto komplexn\u00ed bal\u00ed\u010dek? Mohla bys p\u0159ibl\u00ed\u017eit profil absolventa specializace?
\n<\/b>Jde to ruku v ruce, tak\u017ee sp\u00ed\u0161 komplexn\u00ed bal\u00ed\u010dek, ale samoz\u0159ejm\u011b si budou studenti pozd\u011bji n\u011bkter\u00e9 p\u0159edm\u011bty volit v\u00edc podle sv\u00fdch preferenc\u00ed. Z\u00edskaj\u00ed znalosti pro pozice jako Influencer Marketing Specialist, PR mana\u017eer, Influencer Relations Manager nebo t\u0159eba Brand Partnership Manager. V prvn\u00edm ro\u010dn\u00edku jako v\u0161ichni ostatn\u00ed z\u00edskaj\u00ed z\u00e1klady marketingu a online marketingu, na kter\u00fdch m\u016f\u017eou stav\u011bt. I proto, kdyby se n\u00e1hodou rozmysleli, \u017ee se necht\u011bj\u00ed v\u011bnovat vylo\u017een\u011b influencer\u016fm a PR, se snadno uplatn\u00ed i jinde.\u00a0<\/span><\/p>\n

Jak\u00fd by m\u011bl b\u00fdt uchaze\u010d hl\u00e1s\u00edc\u00ed se na tuto specializaci? Co by m\u011bl o\u010dek\u00e1vat, co by m\u011blo b\u00fdt jeho motivac\u00ed?
\n<\/b>M\u011bl by m\u00edt r\u00e1d komunikaci s lidmi, b\u00fdt kreativn\u00ed, myslet out of the box a samoz\u0159ejm\u011b m\u00edt p\u0159ehled o influencerech. U p\u0159ij\u00edmac\u00edho pohovoru budeme prim\u00e1rn\u011b zji\u0161\u0165ovat motivaci uchaze\u010de. Pot\u0159ebuji u n\u011bj vid\u011bt drive. Nevad\u00ed, kdy\u017e nic neum\u00ed, to ho nau\u010d\u00edme. Chci vid\u011bt chu\u0165 se u\u010dit.\u00a0<\/span><\/p>\n

Zaujalo v\u00e1s studium na V\u0160KK, chcete zjistit v\u00edce informac\u00ed o n\u00e1plni dan\u00e9 specializace i\u00a0dal\u0161\u00edch aktivit\u00e1ch student\u016f? Nenechte si uj\u00edt dal\u0161\u00ed <\/span>den otev\u0159en\u00fdch dve\u0159\u00ed<\/b><\/a>, kter\u00fd se kon\u00e1 <\/span>5. z\u00e1\u0159\u00ed od 17 hodin<\/b>. Vyu\u017eijte p\u0159\u00edle\u017eitost se tv\u00e1\u0159\u00ed v tv\u00e1\u0159 na cokoliv zeptat p\u0159\u00edmo Veroniky \u010di dal\u0161\u00edch pedagog\u016f a student\u016f. P\u0159ihl\u00e1sit se ke studiu m\u016f\u017eete nejpozd\u011bji t\u00fdden p\u0159ed posledn\u00edm term\u00ednem p\u0159ij\u00edmac\u00edch pohovor\u016f (20. z\u00e1\u0159\u00ed).<\/span><\/p>\n

\"\"<\/p>\n

Text: Tereza Barto\u0161kov\u00e1
\nFoto: Veronika T\u00e1zlerov\u00e1<\/span><\/i><\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

Market\u00e9\u0159i \u010dasto nech\u00e1pou, co influence\u0159i \u0159e\u0161\u00ed a jak\u00fd mohou m\u00edt…<\/p>\n","protected":false},"author":27,"featured_media":17746,"parent":53,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"news.php","meta":{"_acf_changed":false,"episode_type":"","audio_file":"","cover_image":"","cover_image_id":"","duration":"","filesize":"","date_recorded":"","explicit":"","block":"","itunes_episode_number":"","itunes_title":"","itunes_season_number":"","itunes_episode_type":"","filesize_raw":"","footnotes":""},"class_list":["post-17745","page","type-page","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"\nV\u0160KK - Vysok\u00e1 \u0161kola kreativn\u00ed komunikace<\/title>\n<meta name=\"description\" content=\"V\u0160KK - Vysok\u00e1 \u0161kola kreativn\u00ed komunikace - Jedna \u0161kola, stovky p\u0159\u00edle\u017eitost\u00ed. 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