{"id":1328,"date":"2020-12-08T15:18:35","date_gmt":"2020-12-08T14:18:35","guid":{"rendered":"http:\/\/i360.trejka05.pl\/?p=1328"},"modified":"2021-06-08T08:41:55","modified_gmt":"2021-06-08T06:41:55","slug":"transcript-a-loyalty-programme-in-a-brand-crisis","status":"publish","type":"post","link":"https:\/\/i360.com.pl\/en\/transkrypcja-program-lojalnosciowy-w-sytuacji-kryzysowej-marki\/","title":{"rendered":"Transcript \u2013 A loyalty scheme during a brand crisis"},"content":{"rendered":"

Transcript of the episode \u2013\u00a0https:\/\/www.youtube.com\/watch?v=rRu4YEemE5c<\/a><\/p>\r\n\r\n\r\n\r\n

KN:<\/strong>\u00a0Dobry wiecz\u00f3r. O Programach Lojalno\u015bciowych Noc\u0105 wita Was Katarzyna Nawrocka. Dzisiejszy wiecz\u00f3r proponuj\u0119 Wam sp\u0119dzi\u0107 przy rozmowie o efektywnym PR. Razem ze mn\u0105 jest Barbara Krysztofczyk – trener medialny i PRowiec.<\/p>\r\n\r\n\r\n\r\n

BK:<\/strong>\u00a0That\u2019s right.<\/p>\r\n\r\n\r\n\r\n

KN:<\/strong>\u00a0That\u2019s all correct. Before we move on to this main topic from the relevant perspective \u2013 that is, from a crisis management perspective \u2013 I wanted to ask you: how long have you been working in PR?<\/p>\r\n\r\n\r\n\r\n

BK:<\/strong>\u00a0I\u2019ve been working in PR for 15 years now. As for media training and crisis management training, I\u2019ve been doing that for thirteen years, so I\u2019m lucky.<\/p>\r\n\r\n\r\n\r\n

KN:<\/strong>\u00a0We\u2019re going to be talking about PR in the context of a crisis, but we all know that we should have such a strategy in place within our company, but before we talk about how to do this and how to prepare properly, perhaps we should discuss what a crisis actually is for our brand, what it means and how it manifests itself.<\/p>\r\n\r\n\r\n\r\n

BK:<\/strong>\u00a0A crisis is a situation that risks having a negative impact on our brand\u2019s image in the long term. And what\u2019s interesting is that very often a crisis isn\u2019t directly linked to what actually happens, but to how we react to it. Because whether consumers choose to stay with the brand or switch to the competition depends on whether the brand responds appropriately to a difficult situation.<\/p>\r\n\r\n\r\n\r\n

KN:<\/strong>\u00a0Czyli bardzo wa\u017cna jest nasza reakcja, bo…<\/p>\r\n\r\n\r\n\r\n

BK:<\/strong>\u00a0The most important one.<\/p>\r\n\r\n\r\n\r\n

KN:<\/strong>\u00a0The fact that the crisis has already arisen and that we are at its epicentre is one thing, but whether we react at all \u2013 or how we react \u2013 is what matters most to us and to our brand.<\/p>\r\n\r\n\r\n\r\n

BK:<\/strong>\u00a0Yes, that\u2019s the most important thing, because consumers are willing to forgive and are open to doing so if they see that we, as a brand, recognise our mistake. We feel embarrassed about it and promise to do better. However, if that humility isn\u2019t there, and if there\u2019s no respect for the consumer, well, then we\u2019re in trouble.<\/p>\r\n\r\n\r\n\r\n

KN:<\/strong>\u00a0Basia, can we talk about the stages of a crisis? Because I suspect that the first stage is when we realised that the crisis was already here. But what happens next?<\/p>\r\n\r\n\r\n\r\n

\u00a0BK:<\/strong>\u00a0You know, the first stage usually actually occurs once a crisis has broken out, but it should really take place before the crisis breaks out. Because, when it comes to the discipline of crisis management, the first stage is actually preparing for a crisis. Because these days, in the age of social media, for many \u2013 for many brands \u2013 the question regarding a crisis isn\u2019t whether it will happen, but when it will happen.<\/p>\r\n\r\n\r\n\r\n

KN:<\/strong>\u00a0And are you ready for it?.<\/p>\r\n\r\n\r\n\r\n

BK:<\/strong>\u00a0Exactly. That\u2019s why you need to be prepared, and that\u2019s the first stage. The second stage is precisely when the milk has already been spilt \u2013 when there\u2019s a crisis \u2013 and that\u2019s when you have to manage the crisis as it stands. And the third stage is the recovery stage: repairing one\u2019s image and regaining the position one held before the crisis.<\/p>\r\n\r\n\r\n\r\n

KN:<\/strong>\u00a0In other words, as business owners, CEOs and PR professionals, we cannot afford to think that this crisis will not affect us; and even if we are lucky enough for it not to, we should still have a strategy in place to protect ourselves against it, or to respond effectively once it does strike.<\/p>\r\n\r\n\r\n\r\n

BK:<\/strong>\u00a0That\u2019s right. I can\u2019t think of a single company that hasn\u2019t faced a crisis.<\/p>\r\n\r\n\r\n\r\n

KN:<\/strong>\u00a0All right, but we\u2019re on a programme about loyalty schemes late at night, so I\u2019d like to ask you, as an expert, whether you see loyalty schemes as one of the ways to emerge from, or help in emerging from, such a crisis?<\/p>\r\n\r\n\r\n\r\n

BK:<\/strong>\u00a0Tak, to jest \u015bwietne narz\u0119dzie, kt\u00f3re mo\u017ce by\u0107 wykorzystywane na wszystkich tych trzech etapach. Przyk\u0142adowo, jak mamy ju\u017c kryzys, kt\u00f3ry wybuch\u0142, to je\u017celi m\u00f3wimy o markach konsumenckich. Takich markach szybko zbywalnych, produktach szybko zbywalnych, to najcz\u0119\u015bciej te kryzysy s\u0105 zwi\u0105zane z jakim\u015b problemem z produktem. Jakim\u015b problem z jako\u015bci\u0105 produktu lub te\u017c us\u0142ugi. No i teraz taki producent ma obowi\u0105zek, nie przywilej – obowi\u0105zek poinformowa\u0107 konsument\u00f3w, \u017ce dany produkt jest wadliwy. Zw\u0142aszcza, je\u017celi np. produkt m\u00f3g\u0142by zagra\u017ca\u0107 ich \u017cyciu albo zdrowiu. I teraz tak, je\u017celi mamy program lojalno\u015bciowy np. w formie mobilnej, to w ramach tego programu lojalno\u015bciowego my dok\u0142adnie wiemy, czy jaki\u015b konkretny konsument zakupi\u0142 ten wadliwy produkt. W zwi\u0105zku z tym mo\u017cemy precyzyjnie zakomunikowa\u0107 na temat tego produktu do tego konkretnego konsumenta. I teraz tak, po pierwsze dzi\u0119ki temu nie robimy komunikacji szerokiej, wi\u0119c nie informujemy wszystkich konsument\u00f3w, tych kt\u00f3rzy<\/p>\r\n\r\n\r\n\r\n

KN:<\/strong>\u00a0We\u2019re getting to that.<\/p>\r\n\r\n\r\n\r\n

BK:<\/strong>\u00a0Dok\u0142adnie. Wi\u0119c to jest taka komunikacja punktowa, bardzo efektywna i bardzo wa\u017cna, poniewa\u017c w kryzysie te\u017c istotne jest to, \u017ceby w miar\u0119 mo\u017cliwo\u015bci naprawia\u0107 to, co si\u0119 ju\u017c zepsu\u0142o, ale nie informowa\u0107 wszystkich dooko\u0142a „Ej, s\u0142uchajcie, mamy kryzys, zobaczcie, sp\u00f3jrzcie na mnie” prawda? Je\u017celi jest to mo\u017cliwe, \u017ceby utrzyma\u0107 to w takim w\u0105skim gronie, to to jest super strategia i program lojalno\u015bciowy by\u0142by fantastycznym narz\u0119dziem do tego. Bo mo\u017cemy, tak jak powiedzia\u0142am, konkretny komunikat. I teraz tak dalej, je\u017celi chodzi o komunikacj\u0119 np. wewn\u0119trzn\u0105, bo wiele wiele firm u\u017cywa program\u00f3w lojalno\u015bciowych po to, \u017ceby wzmocni\u0107 motywacj\u0119 handlowc\u00f3w. I teraz w takiej sytuacji te\u017c mo\u017cna si\u0119 bezpo\u015brednio w\u0142a\u015bnie przez program lojalno\u015bciowy skomunikowa\u0107 z handlowcami, \u017ceby ich poinformowa\u0107, \u017ceby uwa\u017cali na ten konkretny produkt. I to jest te\u017c bardzo wa\u017cne. Je\u017celi chodzi o kryzysy i ich przyczyny, to w\u0142a\u015bnie wadliwo\u015b\u0107 produkt\u00f3w jest jednym z g\u0142\u00f3wnych przyczyn, ale drugim, drug\u0105 bardzo wa\u017cn\u0105 przyczyn\u0105 jest, s\u0105 te\u017c takie negatywne informacje fake newsy, jakie\u015b pom\u00f3wienia, plotki internetowe. A trzeci\u0105 b\u0142\u0119dy w\u0142asne firmy. I zwr\u00f3\u0107 uwag\u0119, \u017ce we wszystkich tych trzech aspektach odpowiednie poinformowanie pracownik\u00f3w w firmie tych przedstawicieli handlowych jest kluczowe. No, bo zobacz. Wyobra\u017a sobie, \u017ce jeste\u015b takim sklepikarzem i idzie do Ciebie przedstawiciel handlowy firmy, kt\u00f3ra ma kryzys. Co robisz? Sprawdzasz. Pytasz si\u0119 go: „s\u0142uchaj Kasia, a ten kryzys u was no to o co tu chodzi. We\u017a mi wyt\u0142umacz, jak to wygl\u0105da?” Wi\u0119c ten sklepikarz, on musi by\u0107 ambasadorem dobrej komunikacji w tym kryzysie.<\/p>\r\n\r\n\r\n\r\n

KN:<\/strong>\u00a0Yes, but when carrying out this sort of check, it\u2019s very important to consider whether we\u2019ve already built up a strong enough relationship with that shopkeeper for him to trust us. That he\u2019ll believe this crisis won\u2019t affect our working relationship. That we\u2019ll come through this, and that, yes, it\u2019s worth it.<\/p>\r\n\r\n\r\n\r\n

BK:<\/strong>\u00a0Dok\u0142adnie. A to, o czym m\u00f3wisz to ju\u017c jest kwestia przygotowania do kryzysu. I na tym etapie tym pierwszym, tym jeszcze zanim co\u015b wybuch\u0142o program lojalno\u015bciowy ma bardzo wa\u017cny, bardzo wa\u017cn\u0105 rol\u0119, je\u017celi w\u0142a\u015bnie chodzi o wzmacnianie relacji. No, bo zobacz – jest taka piramida zaanga\u017cowania konsumenckiego. Ona m\u00f3wi o tym, \u017ce na samym dnie tej piramidy s\u0105 ludzie, kt\u00f3rzy po prostu s\u0142yszeli o naszej marce, maj\u0105 \u015bwiadomo\u015b\u0107 jej istnienia. Potem s\u0105 ni\u0105 zainteresowani, potem pr\u00f3buj\u0105 u\u017cywa\u0107, potem pojawiaj\u0105 u\u017cywanie, potem staj\u0105 si\u0119 lojalni, a na ko\u0144cu s\u0105 ju\u017c wielkimi fanami tak. I program lojalno\u015bciowy pomaga nam przeskakiwa\u0107 kolejne etapy i jak najbardziej zwi\u0119ksza\u0107, \u017ceby jak najwi\u0119cej ludzi w\u0142a\u015bnie by\u0142o jak najwy\u017cej tej piramidy, \u017ceby ich zaanga\u017cowanie by\u0142o wi\u0119ksze. A im wi\u0119ksze zaanga\u017cowanie, tym mniejsza sk\u0142onno\u015b\u0107 konsument\u00f3w, \u017ceby w razie kryzysu odsun\u0119li si\u0119 od marki i poszli do konkurencji.<\/p>\r\n\r\n\r\n\r\n

KN:<\/strong>\u00a0Because they trust us more.<\/p>\r\n\r\n\r\n\r\n

BK:<\/strong>\u00a0Exactly.<\/p>\r\n\r\n\r\n\r\n

KN:<\/strong>\u00a0And even if this crisis seems serious, we have a business partner who has been working with us on these terms for so long that they trust us to come through this crisis without them suffering any harm.<\/p>\r\n\r\n\r\n\r\n

BK:<\/strong>\u00a0That\u2019s right. We simply have a relationship built on a different level. We\u2019re at that stage where we feel special and treat each other in a special way. And this is where the principle of reciprocity comes into play. Since we, as a brand, treat you in a special and unique way, you\u2019ll also treat us, as a brand, in a special way and be a little more understanding when we face a problem.<\/p>\r\n\r\n\r\n\r\n

KN:<\/strong>\u00a0As we\u2019ve already mentioned that a loyalty programme can be a very useful tool when preparing for a crisis, perhaps we could offer some advice on how to develop such a strategy. How to prepare for this crisis, for a crisis.<\/p>\r\n\r\n\r\n\r\n

BK:<\/strong>\u00a0There are a few key elements to proper preparation. Loyalty schemes are one such element that should be included in a crisis plan. It\u2019s a strategy \u2013 a sort of \u2018thick tome\u2019, if you like \u2013 in which managers and company boards prepare for various crisis scenarios. The scenario-based method is used here, where we map out what might happen and set out how to respond. In this manual, we also set out, for example, what the composition of the crisis management team should look like, and so on. It serves as a crisis \u2018bible\u2019 for a given brand or company. In addition, it\u2019s worth organising media training sessions to help people communicate with the media and with consumers via social media, etc., during a crisis. Furthermore, it\u2019s a good idea to hold crisis workshops where crisis simulations are carried out.<\/p>\r\n\r\n\r\n\r\n

KN:<\/strong>\u00a0Let me ask you about these training courses and workshops, because I mentioned right at the start that you\u2019re a media trainer \u2013 so can we assume that\u2019s exactly the sort of training you provide?<\/p>\r\n\r\n\r\n\r\n

BK:<\/strong>\u00a0I do both: I prepare people for media communication, but I also run crisis management workshops where we practise various scenarios and analyse how a crisis management team should function once a crisis has broken out.<\/p>\r\n\r\n\r\n\r\n

KN:<\/strong>\u00a0All right, so we know this crisis is happening. We know we have to acknowledge it and we have to respond. We also know that we shouldn\u2019t announce to the whole world that it only affects a specific target group. But how else should we respond? How can we respond to protect our brand?<\/p>\r\n\r\n\r\n\r\n

BK:<\/strong>\u00a0W reakcji mo\u017ce by\u0107 bardzo wiele. Bo to, o czym powiedzia\u0142e\u015b to, \u017ceby trzyma\u0107 kryzys jak naj naj najw\u0119ziej to jest pierwszy etap zarz\u0105dzania. Natomiast jak to ju\u017c si\u0119 wyleje szeroko, no to wtedy musimy szeroko komunikowa\u0107. I wtedy musimy te\u017c i\u015b\u0107 tak\u0105 komunikacj\u0105 w\u0142a\u015bnie oficjaln\u0105, wtedy si\u0119 robi albo konferencje prasowe, albo si\u0119 opublikowuje o\u015bwiadczenia kryzysowe. I tam s\u0105 te\u017c pewne zasady, kt\u00f3re m\u00f3wi\u0105 o tym, jak si\u0119 komunikowa\u0107, jakich s\u0142\u00f3w u\u017cywa\u0107. W ramach te\u017c dzia\u0142a\u0144 kryzysowych zarz\u0105dzania kryzysowego bardzo wa\u017cnym elementem jest to, aby da\u0107 poczucie konsumentom takiego zado\u015b\u0107uczynienia. Bo oni si\u0119 czuj\u0105 skrzywdzeni w jakim\u015b sensie, czuj\u0105 si\u0119 zdradzeni przez t\u0105 mark\u0119. I tak, jak w relacjach mi\u0119dzyludzkich tak, je\u017celi tracimy zaufanie. Je\u017celi przyjaciel zrobi nam krzywd\u0119 w jakim\u015b sensie, tak tracimy do niego zaufanie to oczekujemy, \u017ce on jako\u015b\u0107 wyjdzie na przeciw i powie „s\u0142uchaj, wiesz co, to w zwi\u0105zku z tym ja tobie to, to, to i tamto”. I tutaj znowu mo\u017ce wej\u015b\u0107 program lojalno\u015bciowy.<\/p>\r\n\r\n\r\n\r\n

KN:<\/strong>\u00a0We\u2019re talking about compensation.<\/p>\r\n\r\n\r\n\r\n

BK:<\/strong>\u00a0Yes, exactly. We\u2019re talking about compensation. So, for example, if certain customers specifically bought a product that was at risk, they could receive extra points as part of the loyalty scheme. Or all customers could receive some sort of benefit under this scheme. A competition could be organised specifically to demonstrate the brand\u2019s humility and its awareness that it owes us something as consumers.<\/p>\r\n\r\n\r\n\r\n

KN:<\/strong>\u00a0I am able to believe that it is possible to emerge from any crisis. Of course, it has to be done properly. You need to have a strategy and proceed with caution, but can we emerge from the crisis even stronger, can we rebuild our relationship with the customer and strengthen our brand?<\/p>\r\n\r\n\r\n\r\n

BK:<\/strong>\u00a0Tak, mo\u017cemy. I to jest bardzo cz\u0119sty przypadek, poniewa\u017c je\u017celi marka zareaguje prawid\u0142owo, to tutaj po prostu wchodzi dla marki, tak jak i dla ludzi, okre\u015blenie „prawdziwych przyjaci\u00f3\u0142 poznaje si\u0119 w biedzie”. Jak marka ma t\u0105 bied\u0119 i dobrze zareaguje, poka\u017ce \u017ce jest odpowiedzialna, \u017ce jest \u015bwiadoma, \u017ce umie si\u0119 komunikowa\u0107 i traktowa\u0107 swoich konsument\u00f3w z szacunkiem, to oni j\u0105 nagrodz\u0105 jeszcze wi\u0119ksz\u0105 lojalno\u015bci\u0105 i jeszcze wi\u0119kszym zaufaniem. W zwi\u0105zku z tym tak, to jest mo\u017cliwe i cz\u0119ste, je\u017celi w odpowiedni spos\u00f3b zarz\u0105dza si\u0119 kryzysem. I teraz w tym etapie wychodzenia z kryzysu i naprawy wizerunku r\u00f3wnie\u017c mo\u017cna wykorzysta\u0107 programy lojalno\u015bciowe. Zar\u00f3wno w komunikacji wewn\u0119trznej, jak i zewn\u0119trznej. I teraz tak. Wracamy do naszego przyk\u0142adu tych przedstawicieli handlowych. Wyobra\u017amy sobie, \u017ce mieli\u015bmy produkt wadliwy, kt\u00f3ry ju\u017c zosta\u0142 naprawiony. Mamy nowy produkt, kt\u00f3ry jest wprowadzany na rynek. Cz\u0119sto w ramach program\u00f3w lojalno\u015bciowych przedstawiciele handlowi maj\u0105 takie w swoich telefonach kom\u00f3rkowych punkty, kt\u00f3re musz\u0105 zrealizowa\u0107, kiedy id\u0105 do sklepu, do swojego klienta. \u017be na przyk\u0142ad musz\u0105 si\u0119 przywita\u0107, sprawdzi\u0107 p\u00f3\u0142ki i\u00a0 odhaczaj\u0105. I je\u017celi wszystkie punkty w ramach programu zrealizuj\u0105, to maj\u0105 jaki\u015b okre\u015blony Benefit. I mo\u017cna na przyk\u0142ad dopisa\u0107 punkt: „wyja\u015bnij, \u017ce produkt jest ju\u017c OK. Wyja\u015bnij, \u017ce zast\u0105pili\u015bmy produkt wadliwy – nowym. Przeprowad\u017a rozmow\u0119 ze sklepikarzem”. Tak. I mamy gwarancj\u0119 w\u00f3wczas, \u017ce r\u00f3wnie\u017c na tym etapie tej ko\u0144c\u00f3wki komunikacji nasza komunikacja postkryzysowa b\u0119dzie mia\u0142a bardzo dobr\u0105 efektywno\u015b\u0107. I to jest jeden spos\u00f3b. Ale program lojalno\u015bciowy mo\u017cna te\u017c wykorzysta\u0107 do konsument\u00f3w. Bo mo\u017cna na przyk\u0142ad ten produkt, kt\u00f3ry by\u0142 wadliwy, i kt\u00f3ry jest nacenzurowanym umie\u015bci\u0107 w ramach jakiego\u015b konkursu. Albo mo\u017ce by\u0107 ono nagrod\u0105 w jakim\u015b konkursie, albo za zakup tego produktu mog\u0105 by\u0107 dodatkowe punkty. W\u0142a\u015bnie po to, \u017ceby te pozytywne emocje na nowo przyklei\u0142y si\u0119 do tego produktu.<\/p>\r\n\r\n\r\n\r\n

KN:<\/strong>\u00a0So today\u2019s episode is all about the good news, because if we\u2019re well prepared for a crisis, we\u2019ll probably come through it. We might even come out of it unscathed. And to top it all off, it turns out that loyalty schemes are very helpful in PR, especially in crisis PR.<\/p>\r\n\r\n\r\n\r\n

BK:<\/strong>\u00a0Yes, they\u2019re very useful, if you know how to use them.<\/p>\r\n\r\n\r\n\r\n

KN:<\/strong>\u00a0Thank you very much for today\u2019s episode, as we\u2019ve looked at a lot of PR tools \u2013 tools that will help us get through this crisis \u2013 and I\u2019m really pleased that a loyalty scheme is one of them.<\/p>\r\n\r\n\r\n\r\n

BK:<\/strong>\u00a0I\u2019d also like to thank you for the interview, and I\u2019d like to thank all our listeners for tuning in to our episode.<\/p>\r\n\r\n\r\n\r\n

KN:<\/strong>\u00a0See you in two weeks.<\/p>","protected":false},"excerpt":{"rendered":"

Transkrypcja odcinka \u2013\u00a0https:\/\/www.youtube.com\/watch?v=rRu4YEemE5c KN:\u00a0Dobry wiecz\u00f3r. O Programach Lojalno\u015bciowych Noc\u0105 wita Was Katarzyna Nawrocka. Dzisiejszy wiecz\u00f3r proponuj\u0119 Wam sp\u0119dzi\u0107 przy rozmowie o efektywnym PR. Razem ze mn\u0105 jest Barbara Krysztofczyk – trener medialny i PRowiec. BK:\u00a0Tak jest. KN:\u00a0Wszystko si\u0119 zgadza. Zanim przejdziemy do tego g\u0142\u00f3wnego tematu w odpowiednim aspekcie, bo w aspekcie kryzysowym, to chcia\u0142am Ci\u0119…<\/p>","protected":false},"author":2,"featured_media":1330,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_kad_blocks_custom_css":"","_kad_blocks_head_custom_js":"","_kad_blocks_body_custom_js":"","_kad_blocks_footer_custom_js":"","_kad_post_transparent":"","_kad_post_title":"","_kad_post_layout":"","_kad_post_sidebar_id":"","_kad_post_content_style":"","_kad_post_vertical_padding":"","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false,"_kad_post_classname":"","footnotes":""},"categories":[67],"tags":[],"class_list":["post-1328","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-o-programach-lojalnosciowych-noca"],"taxonomy_info":{"category":[{"value":67,"label":"O programach lojalno\u015bciowych noc\u0105"}]},"featured_image_src_large":["https:\/\/i360.com.pl\/wp-content\/uploads\/2020\/12\/11_Barbara_Krysztofczyk_PR-w-PL_PLANSZA-3-1-1.jpg",650,365,false],"author_info":{"display_name":"Tomasz Makaruk","author_link":"https:\/\/i360.com.pl\/en\/author\/autor\/"},"comment_info":0,"category_info":[{"term_id":67,"name":"O programach lojalno\u015bciowych noc\u0105","slug":"o-programach-lojalnosciowych-noca","term_group":0,"term_taxonomy_id":67,"taxonomy":"category","description":"","parent":0,"count":26,"filter":"raw","term_order":"0","cat_ID":67,"category_count":26,"category_description":"","cat_name":"O programach lojalno\u015bciowych noc\u0105","category_nicename":"o-programach-lojalnosciowych-noca","category_parent":0}],"tag_info":false,"_links":{"self":[{"href":"https:\/\/i360.com.pl\/en\/wp-json\/wp\/v2\/posts\/1328","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/i360.com.pl\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/i360.com.pl\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/i360.com.pl\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/i360.com.pl\/en\/wp-json\/wp\/v2\/comments?post=1328"}],"version-history":[{"count":0,"href":"https:\/\/i360.com.pl\/en\/wp-json\/wp\/v2\/posts\/1328\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/i360.com.pl\/en\/wp-json\/wp\/v2\/media\/1330"}],"wp:attachment":[{"href":"https:\/\/i360.com.pl\/en\/wp-json\/wp\/v2\/media?parent=1328"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/i360.com.pl\/en\/wp-json\/wp\/v2\/categories?post=1328"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/i360.com.pl\/en\/wp-json\/wp\/v2\/tags?post=1328"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}