M.Tech (Public Relations Management, Faculty of Human Sciences), Vaal University of Technology. / It is of utmost importance for non-governmental organisations not only to use social media when it suits them but also learn to incorporate social media into their communication strategy. This study is focused on the use of social media as a dialogue tool by an NGO in Gauteng province in South Africa, namely, The Teddy Bear Clinic/Foundation (TTBC/F). Data was collected through ten semi-structured interviews with the participants being six full time employees and four volunteers who work in the marketing, public relations and fundraising department and manage the online communication for the organisation. The results of the study revealed that the NGO’s social ties are of primary importance for assuring active donor and stakeholder commitment whilst guaranteeing continued stakeholder engagement, therefore social media platforms such as Facebook and Twitter should be treated as an invaluable communication tool. Therefore, an NGO that incorporates social media in its communication strategy influences the participation of the stakeholders in the various support, fundraising and activities that promote its cause. The results of the study also revealed that although the NGO operates several social media platforms, (Facebook, Twitter and Instagram) for dialogue and relationship building and nurturing with the stakeholders. It is significantly dependent on Facebook and Twitter. The majority of its employees also believed that the NGO was using social media strategically by sending key messages to the public thereby prioritising and greatly facilitating the exchange of ideas as well as understanding the position of others, so focusing on mutuality and relationships rather than on self-interest.

Mergers have become a common feature for South African organisations since the dawn of democracy in 1994. There are several studies completed internationally and locally on how to handle mergers in general. There is limited research however on the role played by communication in this process. In this regard, this study aims to analyse the role of communication during a merger in an information communication technology (ICT) organisation, underpinned by Nudge’s Change Theory, which asserts that employees should be involved in the merger process, thereby making it possible to take their views into consideration. Quantitative and qualitative approaches were employed in this study to gain insight on the role communication plays before, during, and after a merger. Primary data was collected from employees based at the organisation’s Head Office in Pretoria, through online questionnaires and semi-structured interviews. Descriptive statistics and thematic analysis was used to analyse data. Results of the study show that communication with employees before, during and after merger was poor, resulting in high levels of uncertainty among employees. Furthermore, management did not provide adequate feedback to employees during the process. This caused panic among employees and a lack of confidence in the success of the merger. Based on these findings, it is recommended that top management investigates ways of enhancing channels of communication to ensure that communication with employees during mergers is not only meaningful but effective. The findings confirm recommendations made by Nudge’s Change Theory of the need to equip both management and employees during times of uncertainty. In this regard, further research to be conducted with different companies in the sector on the role employee communication plays during mergers to see if similar perceptions are maintained or changed. / Communication Science / M. A. (Communication)

В работе обосновано понятие «литературное пространство территории», проанализирован практический опыт продвижения города за счёт литературных ресурсов. В магистерской диссертации предложены рекомендации по совершенствованию работы, связанной с формированием имиджа города с учётом его литературных ресурсов, и описаны промежуточные результаты реализации авторского проекта «Литературный трамвай». / The concept of "literary space of territory" is substantiated in the work. Experience of city promotion used literary resources is analyzed. The master's thesis suggests recommendations for using literary resources to the formation of the city's image. Results of the author's project "Literary Tram" are described.

<p>This paper sets out to investigate how companies can create advertisement that focus not only on selling but also on entertainment. The research is based on seven TV-commercials produced by the Swedish food chain ICA. The commercials were analyzed according to the methods of discourse analysis, semiotic analysis and rhetorical analysis. Furthermore, the research compares the analysis made with the thoughts and ideas of Tobias Karlsson, Head of marketing and communications development at ICA to find out how the comprehension of the commercials correlate with the original intentions made by the company.</p><p>The study shows that ICA creates a commercial that contains the perfect mix of rhetorical approaches, communication strategies and entertainment mixed with gravity. The study also shows that ICA fails with its primary goal which is to sell selected products; however, by producing the entertaining commercials, they manage to strengthen their brand. This is assumed to lead to increased loyalty and confidence among consumers which makes the consumers visit ICA more often.</p>

Seeberg, Fredrik &amp; Zetterlund, Philip, 2017, Green energy, can it ever be wrong? - A qualitative study about how electricity supply companies uses CSR communications. (Grön el är aldrig fel? - En kvalitativ studie om hur elhandelsbolag i Sverige använder sig av CSR-Kommunikation) Environmental climate changes are a hot topic in the world today. Producing and delivering energy makes a big impact to that change and energy corporations are therefore inclined to use positive results and methods to claim a “Green” image. One common method to prove a corporation’s effort is Corporate Social Responsibility (CSR). This study compares the usage of CSR as a communication tool by two Swedish energy corporations of very different sizes, Mälarkraft, a local corporation with about 150,000 customers, and E.ON Sverige, Sweden’s second largest energy supplier with over a million customers. Our study shows, that despite the difference in sizes, that both corporations uses CSR to achieve the same notion, a more favourable reputation. Their means to achieve this however, is clearly different. By studying the corporations strategies with interviews and context analysis of internet web pages, we show that the difference in sizes and local connection help differentiate the strategies. Key Words: Communication, CSR, Energy Corporations, Communication Strategy, Stakeholder Theory, Corporate Social Responsibility, Greenwashing, Green hushing.

Depuis les attentats du 11 septembre 2001, les dispositifs nationaux de renseignement ont été considérablement renforcés dans de nombreux États. C’est notamment le cas en France et chez les voisins britannique, allemand et belge. Ils ont aussi été réagencés. Par ailleurs, les législations antiterroristes adoptées depuis ont octroyé aux services de renseignement de nouveaux moyens ainsi qu’un cadre d’action plus large. Ces services ont alors été projetés sous la lumière des projecteurs médiatiques. Plus encore, l’exigence de transparence formulée par les citoyens et les parlementaires s’est faite de plus en plus pressante ces dernières années. Cela les a contraint à sortir de l’ombre. C’est alors que la question de l’image de ces services s’est posée. Cette image,produit d’une histoire et d’une culture particulière, est la proie des médias, des aléas de l’actualité, de la visibilité de certaines actions. Or, bien souvent, ce sont les échecs qui sont médiatisés, plus que les succès. Cette image est devenu un enjeu pour les services de renseignement. Car, qu’elle soit positive ou négative, elle a des répercussions au niveau politique, organisationnel et législatif. C’est ainsi que la plupart des services français,britanniques, allemands et belges ont développé une politique de communication et une vraie stratégie. Publication de rapport d’information, sites Internet, expositions temporaires, produits dérivés… Les services de renseignement ont recours à un large panel de supports. Toutefois, leurs efforts de communication sont disparates. Le Royaume-Uni et l’Allemagne ont un temps d’avance en la matière. La France est plus timide, et la Belgique encore davantage. / Since the 9/11 attacks, the national intelligence communities have been considerably strengthened in many states, for example in France, in the United Kingdom, in Germany or in Belgium. These also have been reorganised. Furthermore, the intelligence services have been provided with additional means and a larger legal framework following the adoption of the antiterrorism legislation. This exposed the services to the media. Moreover, the information and transparency requirements made by citizens and parliamentarians increased in the last years. This made the intelligence services emerge from the shadows. The question about the services' image then arose. This image is a product of history and culture, but now it also evolves in function ofthe media, the news and the visibility of some actions. However, the failures are more mediatised than the successes. This image has become a challenge for the intelligence and security services because, whether positive or negative, it has consequences on political, organizational and legislative issues. Therefore, most of the French, British, German and Belgian services developed a communication policy and a real strategy: the publication of reports, websites, exhibitions,merchandising... The intelligence services use a wide range of tools. However, their communication efforts are disparate. The UK and Germany have a head start in the field. France is more shy, and Belgium even more.

The aim of thesis "The media impact on the decision of the possibilities of spending freetime" is to determine through what channels, public gathers informations about leisure opportunities. It can help the centers of freetime to get media exposure as an opportunity for their development to help freetime centers to perceive media as an opportunity for their further development. Theoretical part introduces readers with the theme how media acts with society, especially with family, children and parents. It also deals with freetime time centers, the reader will be familiar with their characteristics for a good orientation in the following practical part. It also deals with various tool of so- called "communication mix", which is then applied in the practical part of the draft, as an "Communication strategy of DDM in Prague 9". The experimental part is based on a statistical methods of market research, particularly a questionnaire survey. This market research dealt with the effects of media on people's freetime in three locations - Prague, Zlín and Mikulov. Those three places were chosen as representatives of different sized cities; the assumption is, that freetime behavior of their inhabitants may vary. Practical part presents the results of market research, which can serve as a basis for planning of...

COMMUNICATION STRATEGY PURE PLATINUM FITNESS JATOMI 2014 Objectives: The main objective of this work is to design a communication strategy for the platinum club Pure Platinum Fitness Jatomi for the year 2014. This proposal is based on current applied communication strategies. It is focused on acquiring new customers and communication with existing members, also provides suggestions how to develop cooperation with existing partners. Methods: As the methods were used interview and analysis of documents. Interview method was used in the realization of several interviews with the general manager of the fitness club. Analysis of documents was applied in the preparation of advertising material obtained from the fitness club. Results: The proposal of communication strategy for platinum club Pure Platinum Fitness Jatomi for the year 2014 was based. The proposal brings new ideas, how to acquire new members and shows the possible means leading to the improvement of communication with existing members. It proposes a new modern communication channels that the company could use and invents events for members, through which it is possible to build a relationship that can strengthen loyalty of the members to the club. Keywords: marketing strategy, communication strategy, marketing mix, marketing objectives,...

Dissertation "Complex evaluation of a company media reputation and its development." focuses on topics of media reputation, media analysis and evaluation of communication activities. Against the existing theoretical background, its aim is to create, and verify the validity of, a new model for evaluation of media reputation of a firm. In line with the available academic works on the subject, the theoretical part of the dissertation defines the main concepts (reputation, media reputation, media content analysis), summarizes the main approaches to measuring the media reputation of organizations and describes their key advantages and disadvantages. The practical part contains a synthesis of the findings and proposes an integrated evaluation model, which reflects both the qualitative and quantitative criteria. Subsequently, the validity of the evaluation model and the applied individual approaches is verified through its application to the media performance of a particular enterprise, investment company Penta Investments in 2014. The application of the model to a specific case confirms that the proposed model is capable of measuring media reputation of a firm over a period of time and indicating deviations affecting the outcome, as well as evaluating the overall performance of communication targets of a...

This paper focuses on three new Czech media projects founded in 2014: news web Echo24.cz, a monthly Reporter magazin and a video portal DVTV. More specifically, it describes their creation, which took place as a consequence of the changes in the media market in the Czech Republic in the years 2013-2014. These were mainly changes in ownership structure as Andrej Babis acquired the publishing house Mafra and changes brought about by the crisis of the Czech Television channel. This paper maps out the establishment of new media projects and their positioning in an already competitive environment by observing the communication strategy of these projects. On the basis of predefined criteria it analyses the initial launch campaigns, the means used for marketing and the communication with the public during the first year after the projects were launched. This analysis is complemented by interviews with the authors of the projects: Dalibor Balsinek (Echo24.cz), Robert Casensky (Reporter magazin) and Jan Rozkosny (DVTV). On the basis of this analysis a comparison of the projects and their communication strategies is carried out. The obtained results can be useful in further research of the evolution of these media projects.