Public relations in a selected organization

The main aim of the diploma thesis is to evaluate PR communication within the communication strategy of a non-profit organization People in Need. The secondary aim is to further formulate recommendations for PR communication of organizations with the perception of limits in the international context. The theoretical and methodological part deals with non-profit organizations, public relations and PR communication in the non-profit sector. The application part of the thesis is first devoted to the introduction of the non-profit organization People in Need and the research methods. The methods included analysis of the non-profit organization‘s environment, research into the public‘s perception of the organization through a mass questionnaire survey and an interview with the organization‘s media coordinator. From the findings, it is clear that PR communication within the communication strategy of the organization is very sophisticated and also that it differs in certain respects compared to some foreign countries. The organization also chooses appropriate communication channels and its messages are comprehensible to the public. Another result of the research is the finding that the majority (up to 82 %) of respondents have a positive attitude towards the organization and only 3 % of respondents perceive it very negatively. However, the survey revealed that respondents would like the organization to communicate more with people and also to explain its activities to them through television and advertising. For these reasons, it was recommended that the organization appear in more mainstream media, such as TV stations Nova, Prima or DVTV.