Vím, proč volím: Analýza mediální kampaně

This thesis contains analysis of a media campaign I know why I vote (Vím, proč volím) which took place in 2013 and 2014. Aim of this thesis is to define tools that were used when running a media campaign, evaluate its effectiveness, and provide suggestions for further improvements. The theoretical part defines environment of a non-profit organization and specifics of its marketing and public relations strategies. The practical part analyses the campaign I know why I vote (Vím, proč volím) in accordance with used marketing, and public relations tools. It analyses press release, and by using quantitative content analysis it defines media image of the campaign. In this part, possibilities for increasing efficiency of the campaign are also suggested.