Návrh komunikační strategie skautského střediska

Abstract

The work is focused on the creation of a communication strategy for the 17th Brumov-Bylnice center, as an organizational unit Junák - Association of Scouts of the CR. The aim was to design a communication strategy Scout Centre. To design an appropriate communication strategy was necessary first to analyze the center and the environment in which it is located. For the analysis of macro-environment affecting center PEST analysis was used to assess the political and legislative, economic, social, demographic and technological factors. The analysis of competition can be observed that most children's center members use other leisure opportunities. By analyzing the internal environment of an organization, it was found that the center has many strengths. On the contrary, the Centre has significant weaknesses. The final evaluation of the various factors found by previous analyzes were used SWOT analysis. Based on the analysis of communication strategy was designed with a focus on the important interest groups and were designed as tools and processes to communicate with those groups. It was a plan of communication activities center within one year and budget for implementation of strategy.