В работе раскрываются теоретические основы PR-продвижения арт-кластеров, а также проводится исследование практического опыта продвижения российских арт-кластеров, которые различаются по времени образования, географии и стратегии продвижения. На основе полученных данных осуществляется проектирование программы PR-продвижения креативного кластера SVOBODA2 (Челябинск). Программа базируется на организации комплекса специальных мероприятий как наиболее эффективного инструмента продвижения и сопровождается расчетами результатов. / The work reveals the theoretical foundations of PR promotion of art clusters, and also conducts a study of the practical experience of promoting Russian art clusters, which differ in the time of formation, geography and promotion strategy. Based on the data obtained, a PR promotion program for the creative cluster SVOBODA2 (Chelyabinsk) is being designed. The program is based on organizing a set of special events as the most effective promotion tool and is accompanied by calculations of results.

Diploma thesis is concerning the PR communication of Samsung's Telephone division in the Czech Republic. The target of the diploma thesis is to identify key PR tools used in practice by Telephone division of Samsung, analysis and evaluation of those tools together with recommendation of future development for further improvement of the communication quality. The theoretical part includes: introduction into PR, description of strategic PR process, characteristics of PR tools and list of PR advantages and disadvantages. The introduction of Samsung Electronics and its representant on the Czech market - Samsung Electronics Czech and Slovak, s.r.o. is part of the practical section of the diploma thesis. There is also paid attention to characteristics of the Czech market with mobile phones, analysis of PR tools used by Telephone division and on the basis of obtained knowledge are suggested opportunities how to improve quality of PR communication.

Abstract Title: Transparency within Public Relations – A study about PR-companies understanding of openness Pages: 71 Authors: Olof Ehrs Tutor: Virginia Melián Course: Media and Communication Studies, Bachelor Degree. Period: Autumn 2011. University: The Department of Journalism, Media and Communication, JMK,at Stockholm University. Background and aim: The PR-industry is continuing to grow in Sweden. The increase of working consultancies has made it more difficult to define what PR-activities really are in Sweden today. This exam reviews the presence and lack of transparency within the PR labour. The aim of the essay is to inspect the PR-companies relation to transparency and non-transparency. How do the PR-companies explain their working methods and ways to address openness within the PR-assignment? Method/Material: The method is qualitative interviews. My respondents come from three different PR-companies: Burson-Marsteller, Grayling and Kreab Gavin Anderson. Theory: A liberal and critical perspective provides a theoretical ground for my analysis. Different communication theories are also applied. I also explain the concepts and my definitions of Public Relations and transparency within PR. Main Results: Depending on perspective different results are to be acknowledged. My respondents always had legitimate explanations to why the work as they do. Market rules and laws are the main reason for strict secrecy and silence. From a critical perspective a lack of transparency is present almost everywhere. PR-consultancies make material that can be taken over by principals, news staff and politicians. We as citizens have big difficulties to identify the real senders and messages in PR-material regarding the strict secrecy. Keywords: Transparency, Secrecy, Public Relations, communication, accounting , strategy, target groups, PR-tools, PR-labour, PR-consultancies, media relations, lobbying, crisis management, news work, principals.

Hrabětová, L., Public relations in non-profit organizations. Diploma Thesis. Prague: Charles University in Prague, 2017. The thesis aims to develop a methodology PR for smaller non-profit organizations. PR analysis was carried out in a non-profit organization Charity Opava, which fulfills its mission, and its activities shows that PR function can improve the organization's image and provide a solid foundation for fundraising and marketing activities. Without a functional PR is the systematic implementation of fundraising activities elusive. I formulated a methodology based on the information gathered from semistructured interview with Ivo Mludek which has a PR of Charita Opava in chargé, from his lecture on PR for organizations working in social services in Charity Jesenik dated 20 of October 2016 and analysis of publicly available documents . Keywords: non-profit organizations, public relations in non-profit organizations, fundraising, cause-related marketing, Charity Opava, PR tools