Návrh public relations sportovního klubu

Abstract

The aim of my thesis was the analysis of the present elements of public relations, the identification of target groups and their attitudes and opinions about the HC Zubří. For the research work the qualitative method of focus group was used, completed with the questionnaire investigation, the HC Zubří sponsors analysis and media monitoring. On the basis of the established results I have suggested the ways and forms of club’s communication with its interested groups. Other suggestions are: - supplementation of corporate design elements (hymn, grid, building), - extension of corporate communications, - building long relationships with sponsors and their presentation, - event marketing, - adjustment of websites.