Background: The technological development has made it possible for organizations and companies to communicate directly to the target group without any restrictions in time and place. Through social media, a new communication process has been developed and it is now possible to communicate directly with society through their own media. The PR industry has become increasingly digitalized and the traditional one-way communication has evolved into communication between two parties, furthermore, this has contributed to the fact that people can engage in a completely different way today. Purpose: The aim of this study is to generate an understanding of PR agencies communication process on social media and how they determine the extent of their effectiveness. Methodology: The study is of qualitative research strategy with a deductive research approach. To answer the questions, the empirical material has been collected through semi-structured interviews with seven selected PR agencies in Stockholm. Conclusions: The results of the study show that all PR agencies work with the communication model where two-way communication is a central part. How they work with the communication process differs depending on the size of the agency. The results also show that the larger PR agencies apply the measurement tools to determine the extent of effectiveness, while the smaller PR agencies apply lesser reports, analyzes variables, and through feedback.

The main objective of this thesis is to describe agenda building process in Czech news media on the example of health news. The thesis is based on the concept of agenda-setting which operates with the term "media agenda". The fundamental question of media agenda building is how and why some topics get to the news while others not. Two separate pieces of research have been conducted for the purpose of this thesis. Firstly quantitative content analysis explores how selected Czech news media report on health news during 2013. The analysis is focused on daily press Mladá fronta Dnes, Lidové noviny, Hospodářské noviny, Právo, Česká televize TV news, and Český rozhlas radio news. Secondly, interviews with journalists who are or were devoted to the health news describe media routines forming media content. The result based on the two research methods is a description of health newsgathering. Particularly, the issues in question are how health journalists receive ideas for their stories, what motivates them, who forms health news, what role plays intermedia agenda, public relations materials or human stories.

The work analyzes market of public relations in the Czech Republic in the period from 2013 to 2015 based on the available data. Data come from research for The Association of PR Agencies (APRA) and from the balance sheets of selected agencies. The main hypothesis says, there is a monopolistic competition on the Czech market of PR agencies, because there is homogenous product, a large number of agencies, no entry barriers and agencies don´t have market power. I tested the hypothesis by calculating the Concentration coefficient and the Herfindahl Hirschman Index. Both methods confirmed the main hypothesis of monopolistic competition in this market. Work also includes the TOP 10 of PR agencies in the Czech market according to turnovers. It shows that the largest agency in the 2013 was Bison & Rose and in 2014 and 2015 it was AMI Communications. I also compared the changes in income and in prices of services by agencies that are members of APRA. So I can say that between the period from 2013 to 2015 there was a 18% growth in income of agencies, which was caused by higher quality of orders and not by raising prices.