New media as a tool of commercial communication in the field of PR

The diploma thesis applies new media into the public relations field. First part of the thesis is dedicated to the concept of PR and it is allocating it in the frame of marketing and commercial communication. It also defines special PR channels of communication and PR tools. Second text presents new trends in marketing. It describes three important kinds of new media, which are digital marketing, viral marketing and special tactic of marketing called guerilla marketing. It brings up the importance of internet and on-line technics too. Third part shows the outline procedure of PR process. And it shortly mentions the main characteristics of PR manager. It is also a pattern for the practical part, which is considered a case study made up for company mBank. The target group is described as a studenty community. And the strategy uses a special new media and tactis to influence this target group. Pratical part is completed with a research, which was supposes to find out the possition opinion about advertisment and channels of communication. The PR campagne was also based on this research and it impeached a general research, which was about the public possition and estmation of advertisement in Czech republic