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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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Communication of the Office of the Government of the Czech Republic on Instagram
Holasová, Jitka ; Holanová, Radka (advisor) ; Sojka, Pavel (referee)
The aim of the diploma thesis entitled Communication of the Office of the Government of the Czech Republic on Instagram was to carry out a detailed linguistic analysis of the texts from the Instagram account of the Office of the Government of the Czech Republic and to evaluate features that are typical for this discourse. Futhrmore, the aim was to evaluate the texts from the point of view of inclusion among functional styles (communication spheres) and from the point of view of informal manifestations of communication by public administration institutions. In the theoretical part, the diploma thesis deals with the characteristics of institutional communication, administrative functional style and features of electronic communication. The corpus of texts consists of ninety-three texts from the Instagram account of the Office of Government of the Czech Republic, with the oldest text used being from 27/09/2018, and the most recent form 18/05/2022. When analyzing the texts, we focused on their morphological and lexical level, the amount and form of the pictorial code, the presence or absence of an expressed personal opinion, the function of the texts and the character of intertextuality. We categorize the analyzed texts into institutional communication, for which the administrative functional style is...
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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 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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The reflection of communication of the Ministry of education youth and sports on social media
Rýdlová, Karolína ; Klabíková Rábová, Tereza (advisor) ; Ježková, Tereza (referee)
The bachelor's thesis "The reflection of communication of the Ministry of education youth and sports on social media" is focused on the use of social websites in case of the agencies of general government's communication with public. The first part of this thesis is mapping theoretic findings, definitions and functions of an institutional and governmental communication and its use on social websites. Based on a delimitation of the function of an institutional communication and a setting of key characters of social media there are the basic goals of the institutional communication on social websites identified. The following chapters should provide a picture about how the social websites have been used by the agencies of general government in the Czech Republic till now, the activity of the Ministry of Education is included, as well. The theoretical findings are consequently used in terms of the analysis of the Ministry of Education's communication on social websites Facebook, Twitter, and Instagram. The main aim of this research is to evaluate the quality of the meeting targets of the institutional communication on the social websites and an exploitation of their potential from the Ministry of Education's side (these targets are specified in the theoretical part of the thesis). Within this research...
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Marketing communication in the beginning Academy of Sciences
Homolková, Lenka ; Klimeš, David (advisor) ; Hrabánková, Markéta (referee)
The work focuses on the origin of the Czech Academy of Emperor Franz Joseph for Science, Literature and Art from the perspective of brand building. The aim of this study is to describe and analyze the factors that created the brand of examined institution in the period between 1890-1908, i.e. during the chairmanship of the first president Josef Hlávka. This objective is achieved through theoretic resources of the branding environment in the institutional field and through approach of the historical context of the 19th and 20th centuries` breakthrough. Within this context, the work focuses on the life of Josef Hlávka, his philanthropic activities and policies, the creation of the institutional foundation of Czech science on which basis could the Czech Academy of Emperor Franz Joseph for Science, Literature and Art arise, and contemporary marketing communications in a given period . Due to the lack of a theoretical base of institutional branding to analyze the brand of the Czech Academy of Emperor Franz Josef for Science, Literature and Art a model of political branding of Paul Fawcett and David Marsh, which is also suitable for institutional branding, was used. Powered by TCPDF (www.tcpdf.org)
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On-line communication of The Office of the Government of The Czech Republic in the years 2012 and 2013
Hodboď, Tomáš ; Shavit, Anna (advisor) ; Hejlová, Denisa (referee)
This bachelor thesis "Digital communication of Office of the Government of the Czech Republic in 2012 and 2013" wants to describe and analyse one specific part of marketing communications of a public institution. Author provides outline and specifics of political communication. The next part of the thesis describes digital communication as an integral part of mass media communication and also brings basic digital channels overview with focus on social media. The theory of strategic digital marketing communication defines the ideal approach for digital communication of any brand or product. Last part of the thesis focuses on the descriptive analysis of real digital communication of Office of the Government of the Czech Republic via the main digital channels such as websites, Facebook Page and Twitter channel. Author describes frequency of posting, content structure and type of content. The conclusion of this work brings comparison of the theory outputs and real digital communication research and tries to find out, if digital communication of the main Czech institution was correctly and successfuly done.
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NATO and it's communication activities, case study of the Czech republic
Prchlík, Václav ; Shavit, Anna (advisor) ; Klimeš, David (referee)
This bachelor thesis named NATO and its communication activities, case study of the Czech republic is dedicated to the issues of public awareness about security political topics concerning the Czech republic. The theoretical part defines terms political and institutional communication. The North Atlantic Treaty Organization is presented subsequently, emphasising its main function, activities and relationship to the Czech Republic. Main communication channels of NATO in the Czech republic are stressed in the practical part of this bachelor thesis and priority communication topics and target groups of NATO's communication activities are defined. I describe both the global and local information platforms, including web and Facebook pages, information centre and special events dedicated to NATO. In the final part of this thesis, I analyse the content of chosen communication channels, paying attention to those priority communicational topics.
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Institutional Communication in the Czech Republic Focused on Ministry of Interior and the Project Electronisation of Public Administration
Soukeník, Štěpán ; Dolanský, Pavel (advisor) ; Shavit, Anna (referee)
The bachelor's thesis "Institutional Communication in the Czech Republic Focused on Ministry of Interior and the Project Electronisation of Public Administration" targets the specifics of public institutions' marketing communication. The principal objective is to describe major approaches to the theory of institutional communication in different aspects comprising Structural Functionalism, Institutional Economy, Conversational Analysis, Toronto School of Communication Theory and most recent exploratory studies in the theory of social communication and marketing communication in 2011. Based on the broad and narrow context of the terms eGovernment and eDemocracy and taking advantages of the primary and secondary research it analyses two stages of marketing communication campaign of Data Boxes project in 2009, institutionally falling within the Ministry of Interior of the Czech Republic. The thesis consists of the own strategic and tactical concepts and their visual design.
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