PR Plan for Dance School StandardKlub Prague. z.s.

Bc. Karolína Ladýřová

Master's thesis

Abstract:

Public relations is a part of the marketing promotional mix. Nevertheless, PR is often neglected by the marketers or not used to its full potential. PR can be mostly an effective tool for non-profit organisations that strive for building loyal relationships. After presenting a proper theoretical background, this diploma thesis will provide a deep study of PR techniques applied in the case study of the selected company. The thesis will identify the core issue of the organisation found out from the results of the situational analysis and field research. Subsequently, the campaign goal will be set and PR plan will be created according to three target groups that are competitive members of the School, members of public courses and public. Based on the needs and objectives of target audiences, proper strategies and tactics will be suggested, including budget, time schedule, human resources and evaluation criteria with further recommendations for the management of the company.

Keywords

Marketing communication, integrated marketing communication, marketing mix, public relations, PR plan, campaign, strategy, tactics, quantitative research, qualitative research, stakeholders, two-way symmectrical model, communication, Dance School StandardKlub Prague, promotion, dance, SWOT analysis, Cause-Effect analysis, situational analysis, non-profit organisations.

Language used: English

Date on which the thesis was submitted / produced: 21. 7. 2017

Thesis defence

• Date of defence: 25. 8. 2017
• Supervisor: Mgr. Dagmar Sieglová, M.Ed.
• Reader: Mgr. Jitka Cirklová, M.A.

University of Finance and Administration

Master programme / field:
Economics and Management / Marketing Communication