Title: Pilsner Urquell sponsorship of Czech ice hockey national team The Objective of the Thesis: The goal of this thesis is to create a comprehensive proposal of partnership activities between Pilsner Urquell and the Czech national ice hockey team for the 2016/2017 season. The conclusions and recommendations of this thesis are based on a thorough analysis of the same partnership in the 2014/2015 season within the frame of ICE HOCKEY campaign. Method: There were multiple methods of qualitative analysis used in the research section of the thesis. The relationship between both the sport association and Pilsner Urquell was analysed using a case study, document analysis and direct observation, with communication campaign as well. The data collection process was facilitated by a structured interview with the marketing department of both sides. Results of the thesis: The outcome of this thesis is a comprehensive proposal of a PR campaign for the 2016/2017 ice hockey season. The proposal includes concrete communication measures and initiatives that establish the partnership between the Czech National Ice Hockey Team and the Pilsner Urquell company. All individual initiatives are described in terms of their mission in the context of the overall partnership, the steps required to their realization, and...

This thesis aims to describe the process of rebranding SkoFIN (Volkswagen Financial Services) and especially its communication through PR tools. ŠkoFIN was present at the Czech market since 1992 and after 23 years decided for a complete rebranding of the company. It changed not only the name but also the logo and corporate colors. The thesis analyzes used PR tools, puts them in the context of marketing campaigns and deals with generated media articles. It also contains the analysis of public opinion using a questionnaire survey. This thesis focuses on the analysis of media articles and a way of perceiving the changes by public.

D.Com. / Public relations is an organisational function in transition, but for that matter the whole management function is currently experiencing a period of change. Had public relations already been an established field of study at the beginning of this transition period, the necessary adjustments to existing practices and the adaptation to external environmental changes would have proceeded with less difficulty.

This thesis aims to analyze the situation on the field of public business and social networks in the world and Czech Republic. It represents the types of software designed for implementation in a business environment and subsequent processing of the relevant data obtained from these networks. The second part focuses on the area of the Public Relations in the local business environment, identifying opportunities for evaluating the contribution for the company and discusses how PR links with emerging trends of everyday use of virtual social networks in companies and in corporate environments.

The thesis deals with the field of Public Relations with an emphasis on the issue of measurement of the effectiveness of PR activities. The theoretical part of the thesis focuses on the comparison of methods and instruments of measurement the effectiveness of PR activities in the Czech Republic and abroad. The practical part deals with the mapping of the current approach of the Czech firms implementing PR activities to the field of PR with an emphasis on measurement of the effectiveness of PR activities, together with providing advice to communications and PR agencies how they should further proceed in this topic in the relation of the Czech companies.

Master's thesis deals with area of corporate public relations during conflict or crisis situations. Theoretical and methodological part of the thesis deals with general public relations theory, determination of target groups and instruments of public relations. It also deals with ethics of public relations and corporate social responsibility. Characterization of crisis situations follows, with typology of crises and crisis public relations strategy. The practical part of the thesis describes crisis public relations of concrete corporation with proposals for solution. The last chapter, based on these proposals, summarizes general recommendations for corporate public relations in conflict and crisis situations.

<p>In 2017, Shea Moisture, a company that created natural hair products targeted primarily toward Black women, released an online video in which ostensibly white and multiracial women discussed the struggles they encountered in accepting their natural hair. This video led to a public relations crisis for the organization as a result of its perceived exclusion of the organization’s core public--Black women with 4C hair, who arguably experience the highest levels of discrimination on account of their natural hair. This study explored the role of identity and identification in this crisis by conducting a qualitative content analysis of identification types in Black men and women’s online responses to the video. Emotions present in the online posts were used as rhetorical indicators of deidentification, ambivalent identification, identification or disidentification. The findings of this study, contextualized within the socio-political context of the crisis, suggest that responses to Shea Moisture’s video were informed by : its public’s identification with one another, their construal and co-construction of the organization’s identity as a Black business, and their identification with the organization on the basis of this identity. This study reinforces the role played by publics in co-constructing an organization’s identity and reveals the importance of sociopolitical realities and uneven power relations to publics’ identification. This study also introduces the concept of “protected identification” to describe a mode of identification that informed by a socio-political context wherein marginalization exists, comes with a unique set of expectations for the actions of an organization. </p>

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The study examines the effects of executives’ media connection on corporate policies. Extant literature in finance, economics and journalism provide inconclusive evidence in determining whether media works as watchdog to the financial market or whether media facilitates bias through manipulation of corporate news events. I introduce two competing hypotheses that may explain the research question. Information Efficiency Hypothesis predicts that media connected firms mitigate information asymmetry among its investors, enjoy better governance, and are less likely to manipulate information on corporate policy choices. Manipulation Hypothesis, in contrary, suggests that firms may strategically utilize media connections to alter the information flow that may paint a tainted picture of the firm’s prospects, thereby facilitating greater misvaluation and devising of opportunistic corporate finance policies. I test these hypotheses on a set of investment policies (mergers outcomes and innovative efficiency) and financing policies (seasoned equity offerings and share repurchases). In the first essay, I find that media connection increases merger announcement return, reduces takeover premium, increases the likelihood of deal completion, although post-merger long term performance exhibit inconclusive results. Also, media connection reduces innovative efficiency and change in innovative efficiency attributable to media connections is harmful for the firm in the long run. Overall, results are consistent with the manipulation hypothesis to some extent though further investigation is required before disregarding the information efficiency effect. In the second essay, results show that media connection increases the likelihood of an SEO event, reduces the announcement period CAR. However, analysis of post SEO long term operating and stock performance show mixed results. For repurchasing firms, media connection increases announcement returns, increases the likelihood of repurchase and the amount repurchased. Media connection also increases the likelihood that repurchase is preferred over dividends as a mode of payout. Post repurchase long term operating and stock performance, however, provide inconsistent results. In general, results are consistent with the manipulation hypothesis though information efficiency hypothesis could not be ruled out entirely. / Includes bibliography. / Dissertation (Ph.D.)--Florida Atlantic University, 2018. / FAU Electronic Theses and Dissertations Collection

This dissertation focuses on the use of strategic communication in the context of contemporary environmental activism. It examines the case of Bold Nebraska, a grassroots advocacy group opposing the construction of TransCanada’s Keystone XL oil pipeline in the state of Nebraska. Such an analysis of activist communication informs several areas of research, including public relations theory and practice, social movement theory, and environmental communication. To understand the construction of strategic communication within such activism, this study employs a movement framing analysis, a media framing analysis, and a rhetorical analysis. A quantitative framing analysis of Bold Nebraska’s website communication against the pipeline during the five-year period of 2011 to 2015 assesses how activists craft and project strategic messages. A framing analysis of Bold Nebraska’s national media coverage during the same timeframe highlights the relationship between activist framing and mainstream news coverage. Finally, a rhetorical analysis of Bold Nebraska’s 2014 Harvest the Hope concert is provided to understand the role of rhetorical appeals in building an environmental activism metanarrative or master frame. Taken together, these three approaches provide both a more holistic means to considering environmental activism campaigns in the context of strategic communication, and fill in the gaps for understanding the interplay of social movement organizations, public relations, and persuasion. This study brings a framework of strategic advocacy framing to the realm of environmental politics, and builds upon this framework by considering the dynamic of populism in activism. It also explores the role of strategic communication in evolving a movement organization’s metanarrative as it toggles between short- and long-term goals. Finally, it identifies a civic environmental persuasion built upon the attributes of narrative, hyperlocalization, engagement, and bipartisanship in order to build broad support and influence public policy.