Magnitude of Corporate Communication with Media

Konstantin Zhidov

Master's thesis

Abstract:

Abstrakt Tématem moje diplomové práce je «Význam podnikové komunikace s médií». Mým cílem bylo identifikovat metody a formy úspěšné komunikace firem s médii a určit jaký má vliv táto komunikace jednak na každodenní podnikové procesy a jednak na postavení firmy na trhu. Svou práci jsem rozdělil na dvě části - teoretickou a praktickou. V teoretické části jsem popsal různé typy strategií komunikací s medií. Také jsem provedl analýzu interakci firem vůči mediím v závislosti na jejich struktuře a role PR. Praktická část mé práce se zabývá analýzou komunikačních strategií tří významných společností: Gazprom, British Petroleum, Royal Dutch Shell. Je důležité zdůraznit, že dobře vybudovaná komunikace s médií v mnoha případech je klíčem k úspěchu společnosti. Navíc provedená studie ukazuje, že správně vytvořená interakce s médii ovlivňuje jak obraz, tak hodnotu akcií společností. Na konci práci jsem shrnul hlavní myšlenky a dal doporučení.

Abstract:

In my diploma thesis, the theme of which is "Magnitude of Corporate communication with media" different strategies and forms of communication with the media were considered . Various forms of interaction between company and media were analysed. In addition, an analysis of various functions of corporate communication was conducted. The values and types of corporate communications were also conducted and the role of PR in the structure of a company was shown. It is important to emphazise that well-built communications with media is the key-element to success. Moreover, the conducted study shows that properly constructed interaction with media, affects both the image and the value of the shares of companies. The purpose of diploma thesis was to identify methods and forms of successful construction of corporate communications with media, as well as to determine the dependence of companies day-to-day business and their position on the market on the quality of communicative work. For this purpose were analyzed the communication strategies of three major companies such as: Gazprom, British Petroleum, Royal Dutch Shell. Furthermore, the conclusion was considered and developed reccomendations.

Keywords

Marketing, corporate communications, PR, media, advertising, mass media, business, company relationships.

Language used: English

Date on which the thesis was submitted / produced: 10. 4. 2018

Thesis defence

• Date of defence: 21. 6. 2018
• Supervisor: Ing. Jiří Šnajdar
• Reader: Mgr. Pavel Kotyza

University of Finance and Administration

Master programme / field:
Economics and Management / Marketing Communication