Magnitude of Corporate Communication with Media

Bc. Sofya Puzhaykina

Master's thesis

Abstract:

In today’s world, new media channels play an important role in the process of corporate communication. It allows now spreading information way quicker than traditional Media. That is why the purpose of current Diploma Thesis is to investigate how the new Media channels can influence and affect the way of the corporate communication process in the competitive environment. Which role it plays in a process of building company communication strategies. The current analysis would be done with help of certain companies’ example. The first part is devoted to a secondary data analysis in order to highlight the importance of relevant communication strategy in a crisis situation and how it should be used. The second part is built around the case study analysis of several companies from the airline and iGaming industry. It is clearly shown how new media channels can positively affect a company in a crisis mode as well as completely destroy the reputation.

Abstract:

In today’s world, new media channels play an important role in the process of corporate communication. It allows now spreading information way quicker than traditional Media. That is why the purpose of current Diploma Thesis is to investigate how the new Media channels can influence and affect the way of the corporate communication process in the competitive environment. Which role it plays in a process of building company communication strategies. The current analysis would be done with help of certain companies’ example. The first part is devoted to a secondary data analysis in order to highlight the importance of relevant communication strategy in a crisis situation and how it should be used. The second part is built around the case study analysis of several companies from the airline and iGaming industry. It is clearly shown how new media channels can positively affect a company in a crisis mode as well as completely destroy the reputation.

Keywords

Corporate Communication, New Media, Marketing, Public Relations, Corporate Image, Brand Reputation, Strategic PR, Crisis Communication, Social Networks, Marketing Strategy, Environmental Analysis, United Airlines, American Airlines

Language used: English

Date on which the thesis was submitted / produced: 18. 7. 2018

Thesis defence

• Date of defence: 24. 8. 2018
• Supervisor: Ing. Jiří Šnajdar
• Reader: Mgr. Ing. Miroslav Jurásek, Ph.D.

University of Finance and Administration

Master programme / field:
Economics and Management / Marketing Communication