Title: Public relations AC Sparta Praha fotbal a.s. Objectives: The aim of this thesis is to evaluate public relations of AC Sparta Praha fotbal a.s. This thesis is manly focused on evaluating the work of department of communication a PR. The aim is to analyze and describe all the comunicaton channels of the club. Methods: This thesis uses an electronic questionnaire, which is filled by Sparta supporters. The other method is an interview with a employee of Sparta, who is a member of department of communication and PR. Another method is analysis of intern document of the club. Results: The supporters are satisfied with the work of the department of communication and PR. Sparta uses three basic communication channels, which includes social networks, magazine Sparta do toho! and an official web page. Sparta should improve its video materials and should begin to do more informal interviews with the players. Keywords: AC Sparta Praha fotbal a.s., football, public relations, corporate design, questionnaire, new media

Title: Proposal of PR activities for the project Football for Development Objectives: The aim of this work was to analyze the realized PR activities of the project Football for development with regard to its stakehoalders, and subsequently propose concrete actions for improvement as a base for the communication strategy. Methods: A discriptive case study was used for evaluating the PR outcomes from 2016. The other method used was interviews with chosen stakehoalders, ie. representatives of the partner organizations and volunteers of the project from previous years. Results: The results showed that the PR activities are fully done in a more or less functional way. However the majority of them encounter some weaknesses whose solutions are presented with regard to future activities of the project in the final part of the thesis. Keywords: public relations, Football for development, campagin, non-profit organizations, social problems

This diploma thesis deals with the communication strategy of STUDENT AGENCY Company. The main aim is to analyze and describe all the principles, possibilities and targets of marketing communication, as well as show how the communication mix can be set and optimized. The theoretical part of the paper shows basic instruments of marketing known as 4P, one of which is promotion (as well known as marketing communication). Here we can find all the instruments of communication mix which can be used, as well as other needed information about the factors which affect the management of marketing communication. The practical part deals with a concrete situation in STUDENT AGENCY Company, explains relationships between the competitors and the whole transportation industry. Because the company operates also in tourism sector, these business activities are mentioned, too. The basic promotional mix of STUDENT AGENCY is introduced, as well as the most important reproaches. At the end the future line of marketing communication is foreshadowed. The main benefit of this paper is the complex vision of the company and its marketing communication, which helps to create a compact opinion to the present and future condition of the communication strategy of STUDENT AGENCY.

The aim of my thesis is to analyze and evaluate instruments and methods used by public relations in selected health facilities. Determine which instruments of public relations are used most often and whether the effects brought by the organization expects from them. Will be discussed and possible solutions the shortcomings and problems in this sphere.

In my diploma thesis I inquire into mutual comparison of the two of the main communication industries in a marketing mix -- advertising and public relations. I also look deeper into how much the recent global economic crisis of 2009 -- 2010 has an impact on a development of those two industries in the Czech Republic. I am try to describe their common and different attributes, their possibilities in the communication mix, as well as I try to estimate a future development of both of the industries, based on a theoretical background and questionnaire research amongst advertising, PR and marketing professionals.

The aim of the dissertation on the theme "Analysis of the marketing communication of VF Czech company" is the evaluation of communication activities of the company VF Czech which is the distributor of Lee and Wrangler brands clothes in Czech Republic. Part of the dissertation is also description of particular marketing campaigns and theirs impact on retail sales and finding possible corrective measures. I evaluate the communication mix of VF Czech on the basis of comparison with its largest competitor, the Levi Strauss Prague company.

Social media is impacting the practice of public relations inmany different ways, but the focus of this dissertation is on the power of big data from social media to identify and assess the relationship that stakeholders have with the organization. Social media analytics have tended to measure reactions to messages, rather than the strength of the relationship, even though public relations is responsible for building strong relationships with the organization’s stakeholders. Yet, social media provides insight into the conversations that stakeholders have with other stakeholders about the organization and thus can reveal insight into the quality of the relationship they have with the organization.<div><br></div><div>This dissertation takes a networked approach to understandthe strength of the relationship that the organization has with its stakeholders, meaning it acknowledges that the relationships two entities have with each other are influenced by the relationships those entities have with others in common. In this case, the relationship that a stakeholder has with the organizationis influenced by the relationship the stakeholder has with other stakeholders. Thus, one way to study the relationship that a stakeholder has with the organization is to look at the conversation and the postings on social media among the various stakeholders. The ultimate aim of the dissertation is to show how the relationship can be assessed, so the organization can create strategies that develop mutually beneficial relationships over time.<br></div><div><br></div><div>The context for the study is based on two major events where companies deliberately gather together their stakeholders to interact in person and onsocial media about issues and products related to the organization’sfuture. The first event is Adobe Creative Max, which Adobe hosts each year for creative professionals. The second context for the study is Dreamforce, which is hosted by Salesforce.com and includes so many attendees that the company has to bring in cruise ships to dock in the San Francisco Bay during the event since all the hotels in the area sell out far in advance. These two events provide a specific situation where stakeholders interact with other stakeholders outside of a crisis, which represents the majority of day-to-day public relations practice. Twitter data was collected during for each week of each conference, and all company tweets were filtered out of the data sample. Atext-mining approach was then used to examine the conversations among the stakeholders at the events.<br></div><div><br></div><div>Findings indicate that the strongest relationship was developed by Salesforce.com with its stakeholders at the Dreamforce 2018 event in large part because ofthe CEO’s keynote andthe organizational commitment to social justice and sustainability. Granted, Salesforce hadalready worked to develop a culture among employees and customers based on the concept, “family,”or “Ohana.” However, the text of the conversations reveal that the focus at this conference was on societal issues presented by the CEO. In contrast, the findings from the Adobe conference suggest the organization has a transactional relationship with its stakeholders, in part because the CEO keynote focused heavily on products and technology. The implications of these findings indicate that big data from social media can be used to assess relationships, especially when social media data represents conversations and interactions among stakeholders. The findings also show the influence of CEO communications on the relationship and the vital role that public relations practitioners play in setting that CEO communications agenda.</div>

A research report submitted to the Faculty of Commerce, Law and Management, University of the Witwatersrand, in partial fulfilment of the requirements for the degree of Master of Management in Strategic Marketing, Johannesburg 2016 / Purpose – This paper investigates the brand knowledge and perceptions of South Africans living abroad. It also establishes whether South Africans living abroad are brand advocates for South Africa. Design/methodology/approach – The paper draws on key literature relating to knowledge transfer, brand advocacy and nation branding. Data were collected through a self-administered online survey to South Africans living abroad through the Brand South Africa database. Correlation, partial correlation and linear regression were used to identify linkages between knowledge transfer, brand advocacy and nation branding. Findings – The conceptual model in conjunction with the hypotheses presented is a start in the direction of establishing a framework to understanding the value of nation branding in the South African knowledge economy. Findings showed significant relation between knowledge transfer, brand advocacy and nation branding. Research limitations/implications – cross-sectional data were used and further research should examine data for multiple years in order to conduct longitudinal studies. Practical implications – The study has demonstrated that nation branding is an important concept to consider in relation to the diaspora. A strong nation brand help to increase exports, attract tourism, investment and immigration. Nation branding has become an essential part of a country’s sustainable development. Originality/value – The study analysed the relationship between knowledge transfer, brand advocacy and nation branding must be seen as a development strategy for home nations to tap the knowledge and skills of their expatriate professionals in developing economies such as South Africa. / GR2018

O presente trabalho teve como objetivo identificar como as relações públicas podem contribuir no processo da humanização das organizações. A humanização é uma dimensão que propõe a construção coletiva de valores que resgatem a dignidade humana e o exercício da ética. As relações públicas têm como função social harmonizar os relacionamentos, e, portanto, têm papel importante na humanização para que a organização exerça na prática seu discurso organizacional. Foi realizado um estudo de caso no Grupo BIOFAST por meio de pesquisa por observação participante, documental, de campo com 133 funcionários e 25 entrevistas com os executivos da empresa. A análise dos resultados revelou que a organização tem ainda um longo caminho a percorrer, uma vez que as relações públicas são desconhecidas como função estratégica de relacionamento entre os públicos. Subsiste o conceito de comunicação como sendo uma ferramenta para a elaboração de instrumentos comunicacionais. Observamos que a dimensão da humanização necessita do apoio do processo de comunicação para que as interações sociais sejam verdadeiras trocas de significado. / The present work had as a goal to identify as the public relations can contribute in the organizations humanization process. The humanization is a dimension that proposes a collective construction of value that rescue the human dignity and ethics exercise. The public relations have as a social function to harmonize the relationships and therefore have important role in the humanization so that the organization perform in the practice its organizational speech. It was accomplished a study of a case in the BIOFAST Group by means of research by participating observation, documental of field with 113 employees and 25 interviews with the company executives. The results analysis revealed that the organization still has a long way running through once the public relations are unknown as strategic function of relationship among publics. It subsists the ability of the communication instruments concept. Noted that the humanization dimension needs the support from the communication process so that the social interactions be meaning true changes.

O século XXI é marcado pela centralidade das novas tecnologias da informação e da comunicação e da tríade informação, comunicação e conhecimento. Diante da análise do cenário, pretende-se entender porque organizações privadas desenvolvem projetos de inclusão digital como diferencial estratégico e política de gestão de Relações Públicas. Durante a parte teórica, foram comparadas diversas teorias de estudiosos da atualidade sobre o cenário da era pós-moderna e a inclusão digital. O trabalho ainda conta com o estudo de caso sobre o Comitê para Democratização da Informática e quatro empresas parceiras mantenedoras dos projetos sociais da entidade. Apesar de o cenário apontar claramente o caráter estratégico assumido pela tecnologia digital, a atuação das empresas mantenedoras na divulgação dos projetos, via Internet, ainda é tímida. No entanto, todos os projetos de inclusão digital estavam estrategicamente relacionados à razão de ser do negócio, local de atuação e às diretrizes corporativas. / The 21st century mainly features are the new information and communication technologies and the triad information, communication and knowledge. On the behalf of the analysis of the scene, this study intends to understand why private organizations develop projects of digital inclusion as strategies and politics of management of Public Relations. During the theoretical part, there were compared several theories of renamed authors of the present time, on the scene of the post-modern age and the digital inclusion. Besides, this study presents a case study on the Committee for Informatics Democratization and four supporters companies of the social projects of the entity. Although the scene clearly points to the strategically character assumed by the digital technology, the performance of the supporters companies in the spreading of the projects, via Internet, still is shy. However, all the projects of digital inclusion were strategically related to the core business, place where companies have influence and linked to the corporative lines of direction.