Specifics of Communication Goals in Public Administration: The Case of the CRR

This bachelor's thesis analyzes the specifics of setting communication goals in public administration, using the Centre for Regional Development of the Czech Republic (CRR) as a case study. The main objective of the thesis is to compare the processes associated with defining and evaluating communication goals in the public sector versus the commercial sector. The work focuses on identifying barriers that prevent the effective use of commercial marketing standards in institutions such as the CRR. The theoretical part compares approaches to goal setting using the SMART methodology and the 4C concept. Methodologically, the thesis employs a case study design and uses the pattern matching technique to confront the agency's practices with commercial standards, the feasibility of which is demonstrated through selected benchmarks. The conducted audit proves that the mechanical adoption of commercial metrics without contextual adaptation leads to a methodical distortion of the agency's actual performance. The thesis identifies key barriers such as legislative constraints, the influence of the political cycle, and the dominance of official administrative language, all of which increase the cognitive load on users. Furthermore, the analysis reveals a discrepancy between reported activity and the actual impact of communication, particularly in the area of clarity regarding the subsidy agenda. The output of the thesis is a proposal for optimizing the communication strategy and adjusting the evaluation methodology, which, instead of the isolated AVE (Advertising Value Equivalent) metric, emphasizes the measurement of real interactions and cognitive impact.