Firemní komunikace a PR na Internetu

This paper deals with three basic problems, which also examines and analyzes. It is based on comparison of three company's efforts to effective public relations. Author derives benefit from his work experience from three different projects in the position of the person responsible for public relations and marketing. The Paper as a result compares options and strategies of making effective public relations in three different large companies. In addition, comparative studies of these three projects, which monitor the strategies of different companies and also the use of the Internet and other technologies for greater efficiency resulting effort, the paper will focus on analyzing the close relationship between marketing and public relations. Contribution of this paper is a new view on internet PR, in the light of term its relationship to an informative system used by organization, especially the part of Customer Relationship Management for managing relations with the public. By comparing the different strategies will also help to detect mistakes in the implementation of public relations as well as selecting appropriate means of internet PR. The third and fourth chapter describes the integration of public relations in the modern internet community and communication, and also in the marketing mix of organizations and companies. In next chapters, theoretical knowledge has passed to practical examples of Digital Sun music festival and music Club Na Rampě. The widest use of information technologies and IT/IS organizations will be seen on the example of accessing PR and marketing into the company Mironet, Ltd.