Digital diplomacy and corporate identity of state administration of the Czech Republic

This diploma thesis focuses on a very modern part of public diplomacy and state communication concerning digital technologies and online information transmission using Internet tools. Digital media is currently the most effective way for all countries to reach out to the general public and build their positive image. It is therefore necessary to underline the national identity as such, because it is key to effective foreign policy and the achievement of its goals. This is inevitably linked to the corporate identity, which is one of the most important tools for this purpose. The practical part is devoted to issues of corporate identity of the state administration and the Czech Republic abroad. The aim of this diploma thesis is to analyze individual visual styles and websites of ministries to point out that Czech digital diplomacy is characterized by a low level of strategic approach and coordination. Furthermore, there are additional recommendations for changes and proposals of own logotypes for ministerial departments and the official and the tourist logo of the Czech Republic