This research analyzes the crisis communications tactics employed by the National Football League at key points during the concussion crisis in relation to strategies recommended by models based on image restoration theory and situational crisis communications theory. The discrepancies between the NFL's tactics and recommended situational tactics, viewed in light of the financial and market increases for the league over the duration of the crisis, show the need for an additional component in accepted crisis communications models. Cultural ingrainment is posited as a component to be added to present models as a mitigating factor of organizational harm in cases of strong attribution of organizational responsibility. This addition of cultural ingrainment provides an explanation for the possibility of so-called “invincible brands.”

The aim of the thesis is on specific PR campaigns to evaluate the degree of implementation of ethical standards and compliance with the Code of Ethics of the organization. For the thesis was selected non-profit organization Neposeda, providing preventive and leisure activities for children, youth, families and communities. The thesis describes the target group organizations, ways of communication with them, then they are chosen PR campaign. Campaigns are summarized and evaluated from point of view of the application of ethical standards.