SIMPLY CLEVER PODCAST as an example of corporate podcast in the Czech republic

This bachelor's thesis focuses on the current phenomenon of podcasting and its use in the commercial sphere using one particular show as an example. Podcasts are increasingly used by companies as a tool for marketing promotion or for communication with the media and the public. ŠKODA AUTO also publishes its own communication podcast, and its SIMPLY CLEVER PODCAST is the main subject of this thesis. The theoretical part defines the term podcast, describes the characteristics and history of this medium and the specifics of its use for corporate communication. This is followed by a methodological part presenting the different methods used in the creation of the thesis. The practical part is conceived as a case study focused on the research of the programme in order to present it in the most detailed way. First, the knowledge gained through participant observation is used to describe the functioning of the department responsible for ŠKODA's PR communication, whose remit includes the production of the podcast. Subsequently, detailed insights about the case under study obtained through its analysis and interviews with the creators are written. The practical part concludes with a comprehensive description of the SIMPLY CLEVER PODCAST, its characteristics, creation process and contribution to the company's..