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School feeding in the context of strategic communication
Kilberger, Adam ; Hejlová, Denisa (advisor) ; Houdek, Petr (referee)
This master's thesis deals with the challenges of the school meal system in the Czech Republic within the context of strategic communication. It illuminates the current issues of the school meal system, situating them within the context of strategic communication and relevant theoretical concepts. Utilizing quantitative analysis methods, the thesis explores the attitudes of more than 10,000 representative respondents, comprising both parents and diners, towards the school meal system. The principal findings suggest a strong positive correlation between the perceived satisfaction of diners and the overall satisfaction of parents with the school meal system. Furthermore, there is a significant influence of the satisfaction with the school canteen representatives' communication on the overall satisfaction of parents. Conversely, factors such as household income or parents' understanding of the rules governing the school meal system did not have as significant an impact on their satisfaction as initially expected. The concluding sections of the thesis formulate strategic recommendations aimed at improving parents' satisfaction with the school meal system and the overall condition of the system. These recommendations include state-supported education for school canteen personnel, incorporating...
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Strategiic communication of public policies: The case of Milostivé léto
Marek, Michal ; Konrádová, Marcela (advisor) ; Moravcová, Hana (referee)
Public policy communication is a discipline that has not yet been explored much, and this thesis has chosen to examine it through the example of the government's Milostivé léto debt relief. This was a response to the long-lasting untenable economic crisis of a part of Czech society caused by the amount of accumulated distraints affecting the quality of life of the population. At the same time, the social and economic situation of citizens are the strongest determinants of their relationship to democracy, which makes the strategic communication of a legislative aimed at removing these economic obstacles all the more important. This thesis takes an approach to communication based on government communication, stakeholder theory and theory of public policy according to Potůček, and builds on these theoretical concepts with three research questions focusing on stakeholders, communication strategy and communication recommendations. It answers each of these questions using a separate method - first exploring the online space through stakeholder mapping, then defining strategy through semi-structured interviews with government communication representatives, and finally analysing the data to formulate communication recommendations through SWOT analysis. The thesis thus contributes to research on government...
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Analysis of the Czech Philharmonic in terms of strategic communication
Zvěřinová, Sára ; Ježková, Tereza (advisor) ; Hejlová, Denisa (referee)
This thesis analyses strategic communication of the Czech Philharmonic. It provides an overview of the orchestra's historical developments with respect to changes of its chief conductors and describes its current internal and external communication strategy. The thesis examines internal communication within the Czech Philharmonic, subsequent integration of certain departments into its organizational structure and the way content is communicated to the public. It offers, therefore, a comprehensive insight into the internal and external communication of an institution of classical music. The methodology includes data collection through semi-structured in-depth interviews with executives of the Czech Philharmonic, as well as a marketing mix 4P. The research contains an analysis of three concert seasons in terms of dramaturgy and an analysis of the communication tools used by the Czech Philharmonic such as social networks, digital media and visual identity. A questionnaire survey examines how the use of communication tools impacts listeners' decisions, their perception of the way the Czech Philharmonic communicates and the impact on concert attendance. The research focuses on three concert seasons, 2018/2019-2020/2021. The thesis ultimately connects the principles of strategic communication in the...
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Comparison of NASA and ESA strategic communications
Thein, Filip ; Poliaková, Karolína (advisor) ; Houdek, Petr (referee)
This thesis deals with the differences in communication between the American space agency NASA and its European counterpart ESA. The theoretical part focuses on the communication of astronomy, historical development of agencies, and cooperation with other national and private entities. In the practical part, NASA and ESA's direct communication with the public is mapped. The aim of the work is to compare the differences in the strategic communication of space agencies and to find key communication aspects. Research carried out using a comparative method and thematic analysis reveals how the communication of the European and American agencies differs. As part of data interpretation, results are tied to their organizational structures, agency histories, stated values, and funding.
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Czech Republic PR Professionals Profile
Kaclová, Markéta ; Hejlová, Denisa (advisor) ; Shavit, Anna (referee)
The aim of the thesis is to describe the demographics of Czech PR professionals, the educational background of these workers, the original profession from which they came to public relations, and their job description. The last research question is satisfaction with their career choice and opinions on the conditions for success in this profession. The paper is based on an anonymous online questionnaire survey of 463 PR professionals from the Czech Republic in autumn 2022. The questionnaire was based on the regular UK CIPR State of the Profession survey and the European Communication Monitor questionnaire. Based on the data, it was found that the average age of Czech communication professionals is 40 years, 87% of them have a university degree, more than half of them in social sciences. Most of the respondents came to PR from another field, most often from the media, and for a quarter of the workers, working in PR is their first profession. Regardless of position or years of experience, the most common activity of all PR professionals is media relations, followed by communication strategies building, and the third most common is copywriting. Most respondents devote more than 60% of their time to PR. If their position is complemented by another role, it is marketing. Among the respondents, 60% were women,...
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Strategic Communications of Sustainable Urban Mobility Topics
Běnek, Ondřej ; Koudelková, Petra (advisor) ; Vranka, Marek (referee)
| DT Strategic Communication of Sustainable Urban Mobility Topics | Běnek The aim of the thesis is to describe and define the type and themes of communication and good practice of procedures and approaches that are effective in gaining support forsustainable (especially urban) mobility in the context of institutional strategic communication in the Czech/European context. This creates a suitable theoretical framework for strategy development at the municipal level and gives officials, practitioners, and politicians a tool that will enable them to use strategic communication effectively to improve living conditions in cities. The theoretical part discusses the function of the public urban space, especially its transport function, introduces the different modes of transport (car, pedestrian, cycling, public transport, and their combinations) and offers a description of their effects on the city and its citizens, also points out the evolution of the transport regime and discusses approaches and policies that support sustainable modes of transport. It also discusses thefield of strategic communication as a tool for promoting sustainable transport, particularly from an institutional perspective, and describes the communication of change, the stakeholders involved, and the topics to be communicated. The...
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The stratiec approach of luxury fashion brands to counterfeit goods
Kubů, Karolína ; Hejlová, Denisa (advisor) ; Koudelková, Petra (referee)
This thesis examines the strategic approach of luxury fashion brands to counterfeits. The democratization of luxury fashion, the acceleration of the fashion calendar, the boom in online shopping, and last but not least the coronavirus pandemic have led to the normalization of the ownership and promotion of counterfeits. The trade in counterfeits poses a long-term risk to the economy and society. The counterfeit business can finance organised crime and its production is harmful to the planet and to workers in the supply chain. The aim of this paper is to find out how brands are dealing with this situation - what tools and strategies they are using to combat counterfeits. The theoretical introduction of the thesis explains the concept of luxury, describes the different forms of counterfeiting from a legal point of view, presents the negative and positive effects of counterfeiting, as well as recommendations on how to combat it. A qualitative method was chosen for the research, which allows to look at the topics in depth and also to explore how the topics are approached. With the help of critical discourse analysis, an answer to the question is sought: What is the current strategic approach of luxury fashion brands towards counterfeit goods? Key themes that are most frequently mentioned by the media...
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Fighting disinformation in the Czech Republic and Germany.
Čevela, Tomáš ; Handl, Vladimír (advisor) ; Lizcová, Zuzana (referee)
The presented work deals with the struggle of the Czech Republic and the Federal Republic of Germany with disinformation. It arises against the background of a conventional war conflict, the invasion of Ukraine by the Russian Federation. At the same time, the Russian Federation is using the information space to expand its influence in Europe as part of the hybrid war. The work compares the means and procedure of both states in combating disinformation, specifically compares the legislative framework of both states, their institutions and their international cooperation. The work came to the conclusion that in many aspects the Czech Republic lags behind Germany. Although both states have a similar approach in establishing or empowering state institutions to combat disinformation and in international cooperation. However, unlike Germany, the Czech Republic does not yet have effective legislation to combat disinformation and does not invest funds in civic education and research projects.
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Local Brands Communication during the Third Republic - Case Study of Three Selected Destilleries
Rieger, Matyáš ; Halada, Jan (advisor) ; Koudelková, Petra (referee)
The aim of the thesis is to explore the so far only marginally described era of marketing and to provide an answer to the question if the fear of the new class division was manifested in communication towards the customer. I start from the premise that the era and the owners' perspective are always reflected in the communication of firms and the different aspects of marketing. The research will also include an examination of the purely practical process of designing marketing materials and selecting communication channels that differ significantly from those we know today.
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The Changes of Church Communication in the Third Millennium: The Reform of Vatican Media and its Impacts in the Period of the Credibility Crisis
Zavadilová, Tereza ; Koudelková, Petra (advisor) ; Kočí, Martin (referee) ; Franc, Jaroslav (referee)
This thesis explores a specific part of the contemporary Church communication area: the Vatican media reform that started in 2015, two years after the appointment of Pope Francis, as a part of the gradual reform of the whole Roman Curia. The aim of this still unfinished media reform is to make Vatican media (radio, TV, press office, news website Vatican News etc.) more technologically and financially effective, to share the message of Pope Francis through the most modern communication channels, to employ more laymen instead of clerics (in 2018 prefect Paolo Ruffini became the first layperson who ever led the Vatican dicastery), and to give voice to the local Church in the world. The many shifts included media unification, convergence, digitization, employing social media and a more reciprocal relationship with the public. Nevertheless, the secondary aim of the reform was to transform Vatican media into more transparent, trustworthy, and reliable source of information about the Church and the faith - especially in this era of a "credibility crisis" caused by the abuse of authority, power, conscience and sexual abuse of minors and vulnerable adults. The thesis proves that the reform has, apart from the obvious technological money-sparing face, also a content face - e.g., the aim to restore its...
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