Magistro darbe analizuojamas LR ambasadose formuojamas Lietuvos valstybės įvaizdis Europoje. Darbo objektas – komunikacinės ir viešųjų ryšių priemones, kuriomis diplomatai reprezentuoja valstybę, viešina ambasadoje vykstančius renginius ir bendrauja su užsienio tikslinėmis auditorijomis. Tyrimas buvo atliekamas keliais etapais. Pirmiausia, apibrėžtas Lietuvos diplomatinių atstovybių vaidmuo formuojant valstybės įvaizdį, identifikuotos naudojamos viešųjų ryšių priemonės ir bendravimo su auditorijomis būdai. Kaip ambasados įgyvendina komunikacines veiklas, analizuota pasitelkiant anketinę apklausą bei interviu su skirtingose Europos valstybėse dirbančiais diplomatais. Galiausiai atlikti interviu su ekspertais padėjo įvertinti diplomatinių ir komunikacinių veiklų tikslingumą bei valstybės įvaizdžio formavimo galimybes viešosios diplomatijos kontekste. Tyrimas atskleidė, jog skirtingose LR ambasadose yra naudojamos vienodos komunikacinės priemonės, kurių dažnumas priklauso nuo ambasadoje vykstančių renginių, dirbančių diplomatų skaičiaus bei turimo biudžeto. Tuo tarpu santykiai su žiniasklaida, kuri yra svarbus informacijos platinimo kanalas, atskirose valstybėse ne visada yra efektyvūs, nes ambasadų pateikiama informacija neretai laikoma propaganda bei lieka neaišku, ar žinutė pasiekė adresatą. Todėl daugiau dėmesio viešosios diplomatijos kontekste skiriama kultūriniams renginiams, kurie pristato ne tik šalį, bet ir atskirus jos kūrėjus, menininkus. Kultūrinė diplomatija... [toliau žr. visą tekstą] / In this master paper the image of Lithuania in Europe, formed by the embassies of the Republic of Lithuania, is being analyzed. The object of the paper- communication and public relations measures, which are used by diplomats to represent the state, to publicize the events occurring in the embassy and to communicate with foreign target audiences. The research was done in several stages. At first the role of the Lithuanian diplomatic missions of forming the image of the state was determined, measures public relations and methods of communication with audiences were identified. The ways how the embassies establish communication activities were analyzed using questioning survey and interviews with the diplomats working in different European states. Finally the interviews with experts helped to evaluate the expediency of the diplomatic and communication activities and the state image formation possibilities in the context of public diplomacy. The research revealed that in different embassies of the Republic of Lithuania the same communication measures were being used and the frequency depends on the events in the embassy, number of diplomats working and budget. Meanwhile the relations wit mass media - which is important channel of information distribution – is not always effective in different states, because the information presented by embassies is often seen as propaganda and it is unclear if the message reaches the target. Therefore in the context of public diplomacy more... [to full text]

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.