This thesis Public Relations Effectiveness in the Czech Presidential Elections 2013 analyzes the effectiveness of public relations tools that have a key influence in building of positive image of candidates in political elections, and on the particular case of the Karel Schwarzenbergs election campaign in first ever presidential election in the Czech Republic. The first part deals with the theoretical definition of public relations in general and subsequently in the narrower sense in relation to politics, adaptation to the specific needs of political communication for example in endorsement or positive and negative campaigns in electoral contests. Attention is also paid to the possibilities of cooperation with the media, agenda setting and framing. In the second practical part is first introduced the background of the presidential election together with a detailed profile of Karel Schwarzenberg, followed by an analysis of his electoral campaign between August 2012 and January 2013, and in terms of effectiveness of various public relations tools that were used in the campaign and their success in projecting into the media content.

This study examines how organizations and companies with transparent sustainability profiles aim to establish a relationship between brand, sustainability, and audience based on a theoretical framing perspective. To examine this; the study will limit itself by focusing on the Swedish company Oatly, and their external communications through digital channels and platforms.  According to Van Gorp and Van du Goot (2011: 374), frames serve as a way of explaining complex issues. Through framing a problem area, cause and other conclusions are highlighted. Frames thus function rhetorically – by convincing public opinion and control an audience through the media. Framing occurs in several contexts such as political, via news and advertising (Fairhoust & Sarr 1996).                                                        The study limits it’s analysis to the company Oatly’s official profile on the digital platform Mynewsdesk. The empirical material consists of press releases published within a defined time frame; 5/6/2015–6/3/2017. The study is based on motivated theoretical assumptions; discourse, critical and posthumanist theory, as well as previously established research on the field - framing in relation to sustainability.                                        The research method can be described as a qualitative content analysis based on main elements derived from discourse and semiotic framework. In addition, a framing analysis is applied to further present the result in the form of exemplified frames.                The results of the study suggest, for example, that actors construct importance through framing – which integrates into sustainability discourse through social practices – thereby establishing a relationship between brand, problem area, and audience through a convinced public opinion that further interacts with and reproduces the discourse in question.

房地產堪稱人們一生中最重大的交易商品，很多人投入畢生積蓄，背負二三十年的房貸，方能一圓購屋夢，可說是關係一輩子的重大決定，在選購房屋時，更需格外慎重與小心，事先蒐集行情資訊就顯得十分重要。房仲業在台灣發展至今已有三十餘年，其產業特質也因此異於一般服務業。 本研究採深度訪談及資料分析法並用，並蒐集相關文獻，以個案公司—信義房屋、永慶房屋及住商不動產為例。除了解各房仲公司公關人員與媒體雙方在互動關係的運作方式及意見，並蒐集房仲業者發布的新聞報導加以分析討論，內容包括公關策略及新聞運作方式的差異，以及是否對新聞呈現或媒體關係造成影響，進而探討房仲業企業公關的特性、差異性，以及個案公司的媒體策略、公關危機處理等課題，從研究中建構企業公關運作的正確模式。 經過資料分析，本研究主要結論有五項，分別陳述如下： 一、房仲業倚賴公關新聞稿的程度不下於其他產業，房仲公關與記者的互動頻 率更明顯高於其他產業。 二、各大房仲業均設有「不動產企劃研究室」等單位，藉由公關把影響房市的 因素以訊息包裝方式傳遞出去。 三、記者室漸為企業近用媒體最便捷的方式。 四、記者在改寫公關稿時偏愛官方提供的數據，認為較有公信度而會保留並引 用。 五、品牌印象其實是消費者決定由哪家房仲業為其服務的重要參考，而品牌指 名度往往建立於口碑及媒體能見度。 本研究為一初探性研究，透過深度訪談及資料分析法蒐集資料，因此研究結果僅能整理出一初步的媒體策略模式。針對消費者對品牌的認知、品牌關鍵因素對消費決策的影響，以及品牌與媒體曝光率的關聯性，並未進行深入討論，是本研究深感不足之處。 本研究針對房仲公關實務及媒體策略提供了概略的分析與研究，但內容仍侷限於媒體策略的探討，例如新聞稿的撰寫、與記者的互動等。實際上企業公關的工作領域何其多，舉凡企業形象、行銷溝通、員工關係等皆是負責的範疇，媒體策略僅是其中主要的一項工作。綜合以上建議，期待未來能夠有更多相關的研究出現，讓企業公關研究更臻完備！ / Property can be the most important purchasing in one’s life. To make this dream come true, many people spend their life-long saving and carry to a 20-to-30 -year mortgage. Therefore, to collect effective information in advance is crucial to help and make a significant decision. This study employed the tactics of deep interview and data analysis. By gathering the information of 3 major Realty in Taiwan, I want to construct an applicable model of corporative PR operation for Real Estate Agencies. The cases are Sinyi Real Estate, Yungching Real Estates and HB Housing. Information regarding agencies’ PR policies, PR programs, and crisis management strategies is collected and analyzed to see how those factors affect the relationship among agencies and the media. Our study shows: 1.The dependence of PR practices is very much comparable with other sectors. The interaction between PR practitioners and reporters are even more frequent than other sectors. 2.Most agencies establish “Real Estate Research Lab” to deliver the market information with PR practices. 3.Press room is the most convenient practice for corporate to serve the needs of media. 4.Reporters are most likely to quote “Official statistics” since it’s more reliable. 5.Brand image is an important reference in the consumers’ decision-making process. Brand specification is depending the public praise and media publicity. This report is a exploratory study and thus is limited to an elementary model of media strategy. The topics regarding the brand recognition, key factors on consumers’ decision making process, and link of brand and media coverage are not discussed in this report. The result of this research provides a general analysis and study for media strategy of PR practices in Realty industry. However, it still limited to the writing of news release and the interaction with reporters. In fact, corporative PR covers far more issues, including corporative image, marketing communication, and internal relations. In the future, we hope to see more related research covering the topics of corporative PR and help us to understand more.

Företag blir idag mer exponerade för negativ publicitet än tidigare i och med digitaliseringens framfart. Det är därför viktigt för företag att veta hur de ska hantera den negativa publiciteten som mottages för att sedan kunna förebygga en kris och sitt företagsrykte genom väl genomtänkta strategier. Tidigare forskning jämför hur företag inom samma bransch förebygger och hanterar en företagskris. Däremot, att undersöka hur företag i olika branscher förebygger en kris är outforskat och det behövs vidare forskning kring detta ämne. Syftet med denna studie är att undersöka vilka strategier företag i olika branscher arbetar med för att förebygga en företagskris för att se huruvida olika branscher använder sig av samma strategier.  Studien har använt sig av en kvalitativ studie genom semistrukturerade intervjuer med sex fallföretag varav två företag är verksamma inom samma bransch: bank-, el- och telekommunikationsbranschen.  Resultatet visar att företagen strävar efter samma mål genom samma strategier men utförandet kan skilja sig åt efterom de har olika förutsättningar beroende på bransch. Genom studien har en analysmodell skapats för att visa företag de olika strategier som kan appliceras vid förebyggandet av en kris och sambandet mellan att arbeta proaktivt och reaktivt med varumärket, kundlojalitet och krishantering. Studien bidrar till att ge företag oavsett bransch praktiska lösningar som kan tillämpas i praktiken då företagen i de olika branscherna använder sig av samma strategier vid förebyggandet och under en kris. / Companies today are more exposed to negative publicity than ever before due to digitalization. It is important for companies to know how to manage the negative publicity that is received in order to be able to prevent a crisis and reputation through well-thought-out strategies. Previous research shows how companies within the same industry prevent and manage a crisis. However, investigating how companies in different industries prevent a crisis is unexplored and further research is needed on this topic. This study aims to highlight which strategies companies in different industries use to prevent a corporate crisis to see whether different industries use the same strategies.  The study has used a qualitative study where the primary data has been collected through semi-structured interviews with six case companies, two of which are active in the same industry: banking, electrical and telecommunications industry. The result shows that the companies strive for the same goals through the same strategies, but the execution may differ because they have different conditions depending on the industry. Through the study, an analysis model has been created to show how companies the different strategies that can be applied in order to prevent a crisis as well as the connection between working proactive and reactive with the brand, customer loyalty and crisis management which contributes to providing companies, regardless of industry, with practical solutions that can be applied in practice.

The diploma thesis " The transformation of the press releases into the media texts" deals with criteria according to what journalists make decisions, what press release should be included into the news and what should not. Since the present media studies perceive gatekeeping as a broader process of information control involving all aspects of message encoding, therefore not just a selection but also a compilation, a transmition, a formation and the timing of information transmition from a supplier to a recipient, the diploma thesis also pursues the transformation process of a press release into a media text itself. The diploma thesis is divided into a theoretical and a practical part. The theoretical part includes the gatekeeping process analysis, the pseudoevent problems analysis and news production routinization analysis. This chapter summarizes the knowledge to the topic from scholarly literature. The second and the principal part of the diploma thesis is the practical and application part. This part argues a personal and a creative approach to a chosen problem solution. The premediate defined hypothesis are being disproved or approved on the basis of a practical research. The background material for this diploma thesis are the press releases of three private companies (G-PROJECT, s.r.o., The Hlubocko -...

With the aid of a "case study" research design, this thesis analyses the typology of informational services, whose prudent application can influence relations of institutions existing within the drama industry with the broader public. The theoretical part sheds light on the problematic definition of "information services", which is placed in the context of online marketing, and introduces ways, in which this term possesses an added value in the form of affecting the applied processes of public relations within particular institutions. Secondly, it includes basic methodological perspectives on quantitative research, the rules of performing case study research as the selected research design, and last but not least, it describes utilised methods of data collection. The last and most key part of the thesis is based on resulting application of the typology of information services, discussed in the previous parts, and concerns itself with the aforementioned question of their influence on public relation processes of individual institutions. These include the information portal divadlo.cz, which serves caters for the domestic sphere of theatre, and an official web presentation of the Divadlo na Zabradli theatre. The analysis is of inductive nature and is not directed by a previously determined...