Hodnocení vybrané PR kampaně

OLIVOVÁ, Linda, Evaluation of Chosen PR Campaign, Bachelor's Dissertation, University of Economics, Prague, Thesis Advisor Ing. Jitka Odehnalová, PhD., Prague 2012, 34 pages Bachelor's dissertation, using the theory of public relations, analyzes and evaluates PR campaign of event called Drum & Walk 2. The event was organized by the company H.E.A.T. Program as a PR event, which was supposed to offer an experience connected with the product. It should improve the overall brand image. The aim of the thesis is to analyze used PR tools, especially media relations, which were built continuously before and after the event and the impact of them on the brand image. Controlled factors are relationships both with customers and business partners which are represented by the amount of visits of the fitness centers and demand of the product MaxerRunner, which is exclusively used during fitness H.E.A.T. Program lessons. The thesis is divided into three parts. The first one, theoretical, describes the basic concept of public relations such as media relations, sponsorship and PR events. There are used analytic methods such as Pyramid Model of PR Research by McNamara. Above all the Barcelona Principles are taken into account. The second part, analytical, describes the concept of Drum & Walk 2 and its relevant elements of communication process such as target group, aims, communication channels, sponsorship and organization of events. In this part there is the analysis of business communication process as well as the press releases, which were published before and after the event in addition to their analysis in terms of theory. The third part, aimed at suggestions based on the analytical part, is about describing the effects of PR campaign on relationships with customers and business partners as well as company's image. This part contains both conclusions of the thesis and the author's proposal.