Under highly global competitive circumstances, following with the more importance of Service marketing, the concepts of marketing changed revolutionarily and rapidly; and more and more enterprises put emphasize on the new concept of internal marketing. It means successful company should not only focus on consumers and employees at the same time, but consider their employees as internal consumers. Only by doing so, it could motivate employees¡¦ consumer consciousness, higher organization commitment and the higher service quality. Therefore, the highly qualified employee has become one of the key points for company to success, and the precious asset to keep its competitive advantage and superior. Through the framework of internal marketing theory, qualitative and quantitative methods are adopted in this research. The research aims to examine the essence of internal marketing and its influence in organization commitment. Probing the internal marketing management activities in case company by in-depth interview, also analyzing the relationship between internal marketing and organization commitment by the questionnaire survey. The questionnaire results indicate that the loyal level of organization commitment of employees mainly depends on employees¡¦ cognition and satisfied level. In other words, enterprise¡¦s internal marketing plan will affect its employees¡¦ consciousness and satisfaction and level of commitment to the organization. Therefore, mangers could create a better environment and get staff¡¦s higher organization commitment as long as they could make a perfect internal marketing plan.

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Problem  Crisis management has never been as important as it is today. Considering that criticism is being spread in a fast pace through social media, the reputation of an organisation can quickly be damaged. Several organisations however lack internal knowledge about crisis management. The majority of the previous research about crisis management has been conducted from the organisations’ perspective. There is however relatively little research done from an external actor’s role in supporting an organisation in crisis. Purpose  This study aims to contribute in the crisis management and communication field by investigating how an external actor can support an organisation in crisis. Method  The study was conducted through a qualitative single case study of crisis management support provided to firms by one external actor, a PR-agency. Primary data for the case was collected from six semi-structured interviews. Conclusion  External actors are a suitable helping hand in crises because they possess experience and knowledge in media and crisis communication and can view the situation objectively. Crisis consultants support their clients by providing a response strategy that is built on being honest and open. Proactive and post work are not prioritised by clients but are highly important for crisis preparedness and building a strong reputation. Social media is a standard part of today’s crisis communication but is also a demanding channel that creates incentives for hiring external support.

The purpose of our study is to examine the bloggers‟ influence on the brand‟s image to see whether and if so in what way the blogging trend affects the brands. We also want to analyze how companies use bloggers in their marketing. This is a subject that has attracted our interest and that experience has not been touched in a higher extent. Our purpose has led us to the following research questions; Which relationships occur in collaborations between businesses and bloggers from a marketing perspective? In what way in terms of reciprocity can relations be described? To what extent can the credibility through blogs be affected in terms of how brands are presented in the blog? In this study we have used a qualitative method with an abductive nature to create a deeper understanding of our chosen subject. We have conducted an empirical study consisting of sixteen interviews with bloggers, PR agencies and companies. These are the three perspectives that have contributed to a deeper understanding of our analysis and the fulfillment of our purpose. From this study we found that popular bloggers have an influence on the brand's image, which can have both positive and negative effects. Based on our empirical study, we can see that bloggers have a strong impact on the brands as they are seen as opinion leaders who influence readers. Relationships occur mainly between companies and bloggers, but companies can collaborate with PR agencies, which act as an intermediary in the relationship between businesses and bloggers. It is important to establish and maintain good relations in order for all parties to benefit and preserve reciprocity in the relationship. We have come to the conclusion that bloggers can affect the credibility by how they choose to present the brand in their blogs.

The primary objective of the thesis is to analyze the operation and management of the AC&C Public Relations agency and suggest changes possibly leading to higher efficiency. Within the thesis itself, I have mostly focused on the current organisational structure of the agency which I have selected to be the principal problem of its recent operation and source of potential future risks. The theoretical part based mainly on specialized publications supplemented by my own experience, explains the meaning of Public Relations as such and describes the principles of organization and management of small-sized companies including Czech PR agencies. In the second part, the current situation and ways of management at the AC&C Public Relations agency are analyzed and reviewed. The theoretical methods involve the use of SWOT analysis and qualitative reserch. The third part aims at suggesting specific changes possibly useful in making the current operation of the agency more efficient. Therein, the most specific points of management and work of a PR agency are explained. The final chapter deals with the influence of the contemporary financial recession on the operations of the agency and includes suggestions for coping with a period of the kind.