Frequently asked questions
The questions we get most often, including the awkward ones. If your answer is not here, just ask.
Working together
- Is OMNIA PR a public relations agency?
- Yes. OMNIA PR rests on two pillars: paid media — buying advertising space on television, radio, in print and out of home — and earned media, which is public relations: journalist relations, press office work, bylined articles and interviews, press events, crisis communication, influencer relations and media monitoring. The benefit of combining them is practical: one team sees what can be bought and what can be earned through editorial channels, so budget is not spent on space that could be gained another way, and the same message runs in the advertising and in the coverage. A paid article (advertorial) is advertising and is labelled as such, while an editorial article exists because a journalist chose to write it — OMNIA PR handles both and keeps them clearly apart.
- Why buy media through an agency rather than directly from the station or publisher?
- Because a station’s sales team sells its own airtime, not whatever suits your campaign best. An agency compares offers across TV groups, radio, publishers and site owners, works out what genuine reach in your target audience actually costs, and only then negotiates. The rate card is only the opening bid — discounts, seasonal terms, positions and bonuses are all negotiable, and an agency that buys repeatedly knows what is normal on the market. You also get a single contract, a single plan and, after the campaign, an evaluation confirming that what you paid for actually ran.
- Can we buy just one medium, say radio only?
- Yes. OMNIA PR buys television, radio, print and out-of-home, and each can be ordered on its own — a one-off radio campaign, billboards for a month or an ad in a trade magazine. If the campaign objective suggests another medium or a combination would work better, we will say so during planning. The decision stays yours, and a single-medium campaign gets the same care.
- Can you also produce the TV or radio spot?
- Spot production is handled by our sister company OMNIA PRODUCTION, the OMNIA GROUP production house, which has been filming since 2002. OMNIA PR buys the space the spot will run in. The benefit of the link is practical: spot length and broadcasters’ technical specifications are settled while the script is being written, so the finished material matches what the media plan has bought. You are equally welcome to supply a spot from another producer — the buying does not depend on it.
- Do you buy online advertising, PPC or social media too?
- Performance and digital campaigns — search, social, retail media, or video on platforms such as YouTube — are run by our sister company OMNIA MEDIA. OMNIA PR focuses on television, radio, print and out-of-home and on public relations; at the digital boundary it buys only the broadcasters’ online video and smart-TV advertising. When a campaign needs both, we plan it jointly with OMNIA MEDIA so budgets and audiences do not overlap.
- Who do we sign the contract with?
- OMNIA PR is the youngest company in OMNIA GROUP and is currently being incorporated. Until it is entered in the Commercial Register, you contract with one of the group’s existing companies — media buying within the group has so far been done under OMNIA MEDIA. We tell you which company you will be signing with upfront, before the proposal goes out. The people, the process and the terms are the same.
- Where do you operate?
- OMNIA PR’s office is in Chodov, Prague, and we buy media across the whole of Czechia — national TV and radio as well as regional stations, local press or billboards in a single district. We are happy to come to you for a meeting, but most of the work runs remotely: plans, approvals and reports need no travel.
- How quickly will you respond?
- We reply to an inquiry form within one business day. The first consultation is free and non-binding — we go through the campaign objective, target audience, timing and budget, and tell you which media make sense. If the date is pressing, say so in the inquiry; radio, print and some out-of-home can launch at short notice, while television depends on how much inventory the stations have left.
- Are there special rules for advertising medicines, alcohol or to children?
- Yes. Advertising in Czechia is governed chiefly by the Advertising Regulation Act and, for broadcasting, the Radio and Television Broadcasting Act. Prescription-only medicines may not be promoted to the general public, and over-the-counter products carry mandatory message requirements. Alcohol advertising must not target people under eighteen, and advertising aimed at children has its own restrictions. Broadcasters also vet spots against their own rules before airing. That is why we check materials before buying — a spot rejected a week before launch means a lost slot.
Price and budget
- What does a campaign through OMNIA PR cost?
- We publish no rate card, because a campaign’s cost depends on the goal, target audience, number of media, season and length — two briefs with the same name can differ by an order of magnitude. You pay the media prices we negotiate. A specific proposal follows from the inquiry form; we reply within one working day and the first consultation is free.
- What budget makes it worth buying media through an agency?
- There is no fixed threshold, because the objective decides, not the amount. A national TV campaign needs a budget that delivers enough reach and frequency — otherwise the money dissolves without effect. A regional business, though, can reach its customers meaningfully with radio in one region, billboards on the approach roads or ads in the local paper for a fraction of that. In the free first consultation we tell you whether your budget fits the objective and, if not, what it could do instead.
- What is a campaign evaluation, and do we get one?
- A campaign evaluation is the review after the campaign ends: it compares what was bought with what actually aired, printed or went up. For television that means achieved GRPs, reach and frequency from audience data; for radio, the spots aired; for print, the ads published; for out-of-home, photographic proof of the sites. An evaluation is part of every OMNIA PR campaign. If something did not run, or fell short of the promised ratings, it is the basis for claiming compensation from the media owner.
Television
- How far ahead does a TV campaign need to be booked?
- The earlier, the more positions and the better the terms. Broadcasters set deadlines both for orders and for spot delivery, and in the most sought-after periods — autumn and the run-up to Christmas — airtime sells out well in advance. For those months it pays to start planning several months ahead. Off-season, typically in summer, a campaign can be put together within weeks. The spot must be finished and approved by the station before launch, so production time belongs in the plan.
- Can you buy special formats, such as Showtime on Prima?
- Yes. Beyond the standard spot, TV groups offer formats that give a brand more time or a different context — longer presentation formats such as Showtime on Prima, product placement within programmes, sponsorship idents or teleshopping. Each has its own rules, price and mandatory labelling. OMNIA PR assesses whether a format suits your objective, negotiates the terms and makes sure the materials meet the broadcaster’s requirements.
- How does TV programme sponsorship work?
- A sponsor is linked to a specific programme — the weather, a sports broadcast, a drama series — and a short sponsorship ident airs before it, after it or around the break. Unlike a spot it must not directly urge viewers to buy, but it appears repeatedly in the same setting, tying the brand to content viewers watch regularly. Sponsorship is also the only commercial route onto ČT1, which has carried no spot advertising since 2012. It is bought for a period, and OMNIA PR negotiates the programme, the scope and the terms.
- How is TV advertising bought — per spot or per audience?
- Mostly per audience. On the Czech market TV campaigns are traded in rating points (GRPs) against a chosen target audience: you pay for a number of points and the broadcaster spreads them across its schedule. The cost per point (CPP) depends on spot length, season and surcharges for position within the break. Viewing is measured by Nielsen Admosphere, and the same data is used after the campaign to verify how many points were actually delivered.
Radio and print
- Is radio worth it for a regional business?
- Often it is exactly the right fit. Czechia has a number of regional stations, and national networks let you buy selected regions only, so you do not pay for listeners who will never visit you. Radio is heard while driving and at work, it can go live quickly, and a spot costs less to produce than a TV one. OMNIA PR chooses stations by their listenership within your target audience and the area you serve.
- Does print advertising still make sense?
- Where the readership matches your target audience, yes. Trade magazines reach decision-makers in a specific field, regional papers and municipal newsletters are read by people who live in the area, and print enjoys more trust than most online environments. We select by readership data from the Media projekt survey and audited circulation, not by the print run quoted in a rate card. For paid articles (advertorials) we ensure they are labelled as advertising, as the law requires.
Public relations
- Can you guarantee an article about us will be published?
- No, and no honest PR agency can promise that. What gets published is decided by the newsroom, not by the agency or the client — which is precisely why an editorial article carries more credibility than advertising. OMNIA PR can influence what success depends on: finding a genuine story in the subject, offering it to the right journalist at the right moment, and preparing the background, data and a spokesperson who is available. If you need certainty of publication on a set date and at a set length, that is paid space — an advertorial labelled as advertising, which OMNIA PR also buys.
- What does public relations cost?
- It depends on scope: ongoing media relations are one thing, a single press conference or a crisis manual quite another. External costs, such as venue hire, are shown separately in the proposal. A specific proposal follows from the inquiry form.
- What should a company do in a media crisis, and how quickly do you respond?
- In the first phase of a crisis, hours matter, not days: establish the facts, appoint one spokesperson, issue an initial statement and do not speculate. Silence or “no comment” leaves the narrative to others. For OMNIA PR clients with crisis communication in their agreement, we respond the same day and help with the statement, with answers to journalists and with tracking how the story spreads. What helps most, though, is preparing in advance — a crisis manual and media training for the spokesperson, so nothing has to be improvised when it happens.
- How do you measure the results of public relations?
- OMNIA PR evaluates coverage by what genuinely indicates impact: how many pieces appeared and in which media, their reach, their tone (positive, neutral, negative), whether they carried the key messages, and share of voice — the brand’s share of media coverage relative to competitors. We do not use AVE, which converts an article into the price of the same space as advertising, because it compares unlike things and says nothing about whether the article helped. The measures are agreed upfront against the objective, so the result can actually be judged.
- Do you work with influencers, and how is the collaboration disclosed?
- Yes. OMNIA PR finds creators whose audience matches the target group, arranges long-term ambassadorships and product seeding — sending a product to try with no obligation to post about it — and makes sure any collaboration is clearly disclosed. If a creator is paid or receives something of value for a post, it is a commercial communication and followers must be able to tell, for instance through a “collaboration” or “ad” label. Performance-based influencer campaigns paid on results, and affiliate, are run by our sister company OMNIA MEDIA.
Out-of-home
- How long is a billboard rented for, and what is included?
- Outdoor sites are rented by period, typically a month or a fortnight. Printing and posting the poster are added to the site rental; on digital screens you pay instead for time or the number of plays in the loop. The best sites in busy locations tend to be booked ahead, so it is wise to reserve early. Once the posters are up you receive photographic proof of every site as part of the campaign evaluation.
- What is the difference between a classic billboard and a digital screen?
- A classic site shows your poster on its own for the whole rental period. A digital screen (DOOH) rotates several advertisers in a loop, but lets you change the message by time of day, launch within days without printing, and buy selected hours only. Classic wins where you need a permanent presence in one place; digital wins where speed, topicality or several message variants matter.
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