Central European Business Review 2013, 2(1):15-20 | DOI: 10.18267/j.cebr.34

The Growth of Anti-Corruption Attitudes in Czech Marketing Communication and PR Anti-Corruption Fight as Marketing Tool

Denisa Kasl Kollmannová
PhDr. Denisa Kasl Kollmannová, Ph.D., Head of Department, Marketing Communication and Public Relations, Faculty of Social Sciences, Charles University in Prague, Smetanovo nábřeží 6, 110 00 Praha 1, kollmannova@fsv.cuni.cz

This article analyzes the emergence of a new trend in marketing communication and PR in the Czech Republic. After the decline of public trust after the economic crisis in 2008, many state officials and politicians were blamed for corruption and fraud worldwide (Edelman, 2013). Anti-corruption attitudes have emerged in government communication, media, NGOs and also within the business sector. The term "anti-corruption" has become an often-used marketing claim. Anti-corruption claims and values have been used by a wide range of companies and institutions in their corporate communication or PR. Often, the main business leader serve as personalities and opinion leaders in anti-corruption activities; these include individuals such as Karel Janeček, Stanislav Bernard or Radim Jančura. This article analyzes and discusses embedding anti-corruption attitudes within the marketing communication and PR strategy and possible impacts on the reputation of the company's management.

Keywords: Anti-corruption; marketing communication; social responsibility; public relations; reputation management
JEL classification: M14

Received: November 9, 2012; Revised: February 25, 2013; Published: March 31, 2013  Show citation

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Kasl Kollmannová, D. (2013). The Growth of Anti-Corruption Attitudes in Czech Marketing Communication and PR Anti-Corruption Fight as Marketing Tool. Central European Business Review, 2(1), 15-20. doi: 10.18267/j.cebr.34
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