Komunikační strategie vybrané firmy

The main focus of the work is the communication strategy. Firstly, the author explains a few of the definitions, which are crucial to creating and functioning of the communication strategy in practice. Next, the author analyzes the process of creating the communication strategy and then she applies them to specific chosen firms. Aside from the defining the communication strategies, the author also focuses on summarizing the important theoretic findings, which relate to nonprofit organizations, because one of the examined firms is a nonprofit organization. The practical part of the work concentrates on the introduction of the firms (Česká společnost pro rozvoj lidských zdrojů, o.s. a HR forum, s.r.o.) and analysis of their communication strategy. The author uses inner sources of both of the firms for close studies and then she evaluates that particular strategy. In the following part, she focuses on the future development in communication strategies of both of the firms, which will record some substantial changes thanks to upcoming rebranding. At the end of the work, the author introduces planned changes and offers particular possible resolutions and improvements, which could be applied by the companies in practice in the future. The goal of this work is to extend a comprehensive sight of the communication strategies of two different companies, which are inseparable and linked for both of the subjects, against a background of theoretically gathered information. The work will provide enough of information for possible improvements of both of the firms and theoretic fundamentals for possible elaboration of next academic works.