Mediální obraz organizace Junák – český skaut, z. s.

Abstract

Abstract Media image organization Junák - Czech scout, zs Bc. Barbora Urbišová The subject of this thesis is to find out what it was and is the media image of the organization Junák - Czech scout, zs and how society thinks about this organization, based on information published in the media. In the first part of the thesis is presented as a Scout organization. The important point of this part of the historical development and organizational structure. The second part is devoted to marketing communications organizations. General methods of marketing communication in the nonprofit sector are then compared with the Scout and Scout how marketing works in practice. The third part is based on the scientific literature and the survey itself is rated media image of the organization and then suggests ways to improve marketing and media communications Junák to the media image of the organization was perceived in the best possible light.