Public relations v oblasti terciálního vzdělávání
Title Alternative:Public relations in the tertiary education environment
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Technická Univerzita v Liberci,
Abstract
The dissertation work is focused on problems concerning theory of public relations (PR) by which organization influences internal and external groups with the intention of creating and keeping positive relations and reaching understanding, gaining mutual confidence. The work attempts to provide a complex overview of the notion of PR itself and deals with a possibility to apply PR to an education system, especially to the tertiary education. In order to reach objectives on a theoretical level, available sources are confronted and terminological ambiguities are explained; definitions and starting points of PR, functions and rules for PR communication, division of activities and PR tools are delimited. In the following part of the work, specificities of the use of marketing communication and PR in education system, creating of PR strategy and possibilities of their use in the area of tertiary education are clarified. The goals, interest groups, tools and procedures for PR activities that could be used to realize PR activities for faculties as strategic units are delimited. The objective of a practical part is to propose a process of creation and system implementation of PR activities to the communication of the Faculty of Economics, Technical University of Liberec. In order to achieve these goals, secondary data were gathered and primary research was carried out. Concrete topics and PR tools for communication with individual primary and secondary groups of the Faculty of Economics, Technical University of Liberec are proposed in the work together with other topics such as integrating PR into an organization structure of the faculty, methods of budgeting and PR efficiency evaluation. The topics are proposed in such a way that after generalization; they can be used by various subjects of tertiary education.