During the past ten years public relations becomes very important for an university. The recent rapid development of the Internet has change the relations berween the universities and the publics. Among many applications of Internet, the World Wide Web has become a new medium for universities. The study conducted a content analysis of Taiwan 142 university websites,in order to know how universities use websites to prove the relations brtween the universities and the publics. After studied many researches, we find ¡§target publics¡¨ and ¡§interactivity¡¨ and ¡§public relations communication information¡¨ to approach the content of websites.The results indicated that in terms of the design of target public category,¡¨admission student¡¨ and ¡§alumni¡¨ were more adopted by universities. The results also indicated that in terms of the design of interactivity category ,¡¨personal-choice¡¨ and ¡§user support¡¨ were more adopted by universities. According to the research, comparison with different types of university, the results indicate that national universities more adopted ¡§Office of research¡¨ categories than other typies of university.

The aim of this thesis is to identify opportunities and ways of using blogs for marketing purposes, to give a basic overview of the state of the blogospere in the Czech republic and to evaluate the importance of blogs as a PR tool. The thesis is divided into 2 parts - theoretical a practical. The theoretical part deals with the topic PR, its definition, pros and cons, classification, strategical PR process, PR tools, evaluation of efectiveness and PR on the Internet. The following chapter is about blogs and - besides their definition, history or typology - describes also how they can be used in pursuance of communication of companies. Also results of the research Blogbarometer 2015 are introduced there. The practical part comprises of interviews with bloggers and companies and results of the questionnaire among blog readers. The final chapter includes a case study, the purpose of which is to demonstrate possible ways of cooperation with bloggers using an example of a particular company.