Public Relations společnosti Czech National Trust
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Date
2015-06-16
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Abstract
Diplomová práce je zaměřena na problematiku týkající se Public Relations (PR), jejichž cílem je budovat pozitivní vztahy mezi organizací a veřejností za účelem tvorby image, získání důvěry a vzájemného porozumění. Cílem práce je navrhnout PR kampaň pro nevládní neziskovou organizaci Czech National Trust pro rok 2016 s ohledem na finanční možnosti dané společnosti. Teoretická část se zaměřuje na objasnění pojmu Public Relations včetně stručné charakteristiky jednotlivých nástrojů. Značná pozornost byla věnována popisu příprav a realizace tiskových konferencí, které autor považuje za vyvrcholení mediálního snažení firmy.V úvodu praktické části je představena organizace spolu s popisem současných komunikačních aktivit. Dále jsou stanoveny cíle komunikace a identifikovány cílové skupiny. Následně jsou navrženy konkrétní témata a prostředky PR pro komunikaci s jednotlivými skupinami. Plán PR aktivit je doplněn o harmonogram a rozpočet. V závěru práce je, kritickým pohledem autora, posouzena vhodnost dané kampaně pro výše zmíněnou společnost.
This diploma thesis is focused on issues related to Public Relations (PR), whose goal is to build positive relationships between organization and the public in order to create the image, gaining trust and mutual understanding. The aim is to create a PR campaign for a non-profit organization called Czech National Trust for 2016 with respect to financial possibilities of the company.The theoretical part focuses on clarifying the concept of Public Relations, including brief characteristics of individual instruments. Considerable attention has been devoted to describing the preparation and organization of press conferences, which the author considers culmination of media efforts of companies.In the practical part, the company is introduced and its project together with an analysis of current communication activities. It also defines the aims of communication and identified target groups. Subsequently, specific topics are proposed along with Public Relations tools for communicating with different groups. The plan of Public Relations Activities is complemented by a schedule and budget. In the end of thesis, there is a critical view of the author, the suitability of the campaign for the above mentioned company.
This diploma thesis is focused on issues related to Public Relations (PR), whose goal is to build positive relationships between organization and the public in order to create the image, gaining trust and mutual understanding. The aim is to create a PR campaign for a non-profit organization called Czech National Trust for 2016 with respect to financial possibilities of the company.The theoretical part focuses on clarifying the concept of Public Relations, including brief characteristics of individual instruments. Considerable attention has been devoted to describing the preparation and organization of press conferences, which the author considers culmination of media efforts of companies.In the practical part, the company is introduced and its project together with an analysis of current communication activities. It also defines the aims of communication and identified target groups. Subsequently, specific topics are proposed along with Public Relations tools for communicating with different groups. The plan of Public Relations Activities is complemented by a schedule and budget. In the end of thesis, there is a critical view of the author, the suitability of the campaign for the above mentioned company.
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Subject(s)
Dobrovolnictví, image, masmédia, nezisková organizace, novináři, obecně prospěšná společnost, on-line média, Public Relations, reputace, sociální sítě, sponzoring, tisková konference, tisková zpráva, veřejné mínění, veřejnost, výstavy a veletrhy, zájmové a cílové skupiny, Volunteering, image, mass media, non-profit organization, journalists, public service company, online media, Public Relations, reputation, social networks, sponsorship, press conference, press release, public opinion, community, exhibitions and trade fairs, target audience