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題名 捷克非營利組織的公共關係策略: 以「People in Need」為例
Public Relations of Czech NPO: Case of “People in Need”
作者 韋嘉敏
Veronika Tomanova
貢獻者 陳憶寧
Chen, Yi Ning Katherine
韋嘉敏
Veronika Tomanova
關鍵詞 nonprofit organization
public relations
media relations
in-depth interview
日期 2013
上傳時間 29-Jul-2014 16:12:53 (UTC+8)
摘要 捷克非營利組織的公共關係策略: 以「People in Need」為例
This study deals with the topic of public relations in the context of the nonprofit sector in Czech Republic. It focuses on the Czech NPO People in Need, established shortly after the Fall of communism with aim to facilitate humanitarian aid and has grown into one of the largest NPOs in Central and Eastern Europe over the past two decades. The aim of this study is to monitor how People in Need uses public relations in order to support their organizational goals. The research covers the communication channels and the strategies used by People in Need to communicate with the public, the ways NPO access the media relations and the reflection of the cooperation between journalists and NPO representatives. Data for this qualitative study were gathered employing technique of in-depth interviews.
參考文獻 Brennan, L. & Brady, E. (1999). ‘Related to Marketing? Why Relationship Marketing Works for Not-For-Profit Organisations’, International Journal of Nonprofit and Voluntary Sector Marketing, 4(4): 327–337.

Brhlikova, P. (2004). “The Nonprofit Sector in the Czech Republic. “ CERGE-EI Discussion Paper No. 2004 – 128. Prague: CERGE-EI.
Retrieved from http://is.muni.cz/el/1456/jaro2006/PVTRPS/um/Nonprofit_by_Brhlikova.pdf

Bruce, I. (1995), “Do not-for-profits value their customers and their needs?”, International
Marketing Review, Vol. 12 No. 4, pp. 77-84.

Bulla, M. & Starr-Glass, D. (2006) "Marketing and non-profit organizations in the Czech Republic", European Journal of Marketing, Vol. 40 Iss: 1/2, pp.130 – 144

Lattimore, D.Baskin, O., Heiman, S.T., Toth, E.L. & Van Leuven, J.K., Public Relations: The Profession and the Practice, McGraw Hill, New York, 2004.

Chilban J. (1996). Interviewing in Depth: the Interactive Relational Approach. Thousand Oaks, California: Sage

Conway, T., & Whitelock, J. (2004). Can relationship marketing enhance strategic thinking in the public sector? A study of the perceived relationship between subsidized theatres and their government funders/regulators. International Journal of Nonprofit and Voluntary Sector Marketing, 9(4). 320 - 335.

Croteau, D. and Hoynes, W. (2003) Media Society: Industries, Images and Audiences (third edition), Pine Forge Press, Thousand Oaks, pg. 303

Dolnicar, S., Irvine, H. & Lazarevski, K. (2008), “Mission or money? Competitive challenges facing public sector nonprofit organisations in an institutionalised environment”, International Journal of Nonprofit and Voluntary Sector Marketing, Vol. 13, pp. 107-17.

Fric, P. (1999), Activities and Needs of Non-Profit Organizations in the Czech Republic: The Results of Quantitative Sociological Research, ICN & Agnes, Prague.

Fric,P. & Goulli, R. (2001) Neziskový sektor v České republice: Výsledky mezinárodního srovnávacího projektu Johns Hopkins University (The Nonprofit Sector in the Czech Republic: results of an international comparative project by John Hopkins university ), Eurolex Bohemia, Prague

Grunig, L. A., Grunig, J. E., & Dozier, D.M. (2002). Excellent public relations and effective organizations: A study of communication management in three countries. Mahwah, NJ: Lawrence Erlbaum.

Frumpkin, P. (2005). On being nonprofit. Cambridge, MA: Harvard University Press

Gallagher, K. &Weinberg, C.B. (1991). “Coping with success: new challenges for non-profit
marketing”, Sloane Management Review, Vol. 33 No. 1, pp. 27-42.

Gonzalez, L.I.A., Vijande, M.L.S. and Casielles, R.V. (2002). “The market orientation concept in the private nonprofit organisation domain”, International Journal of Nonprofit and Voluntary Sector Marketing, Vol. 7 No. 1, pp. 55-67.

Grunig, J.E. and Hunt, T. (1984). Managing Public Relations. New York: Rinehart and Winston

Habermas, J (1996). Between facts and norms, Massachusetts, MIT Press.

Hendrix, J.A. (2001). Public Relations cases, 5th ed. Belmont, U.S.A: Wadsworth.

Herman, R.D. (ed.). (2005). The Jossey-Bass handbook of nonprofit leadership and management. San Francisco, CA: Jossey-Bass

Hulme, D. and Banks, N. (2012). ‘The Role of NGOs and Civil Society in Development and Poverty Reduction’, Brooks World Poverty Institute, University of Manchester
Retrieved from.http://www.bwpi.manchester.ac.uk/resources/Working-Papers/bwpi-wp-17112.pdf

Jenkins, H. (2006a).Convergence Culture:Where Old and New Media Collide. New York: New York University Press.
Kaldor, M, Anheier,H.,& Glasius M., eds. 2006. Global civil society 2006/7. London: Sage.

Kloudova, J., Medway, D. & Byrom, J. (2004), “Marketing in Czech firms: 1999-2003”, Management Research News, Vol. 27 Nos 1/2, pp. 43-55.

Kotler, P. (1979), “Strategies for introducing marketing into non-profit organizations”, Journal of Marketing, Vol. 43 No. 1, pp. 37-44

Kinnel M., & MacDougal J. (1997). Marketing in the non-for-profit sector, 1997. Oxford: Butterworth-Heinemann.

Knox,S. and Gruar,C. (2007). The application of Stakeholder theory to Relationship Marketing Strategy Development in a Non-profit organization. Journal of Business Ethics, Oct (I) 2007, Volume: 75 Issue: 2 pp.115-135

Ladmanová, M. (2003), "Hlíací psi demokracie: program Podpora nevladních organizací prosazujících veřený zajem (Watchdogs of Society: Program support for nonprofit organizations promoting public interest)", Grantis, Vol. 2003 No.December, pp.8.

Lewis, D., 2002, ‘Civil society in African contexts: reflections on the usefulness of aconcept’, Development and Change 3(4): 569-586.

Lewis, D., & N. Kanji, 2009, Non-Governmental Organizations and Development, Abingdon,UK: Routledge Novik, Gina. (2008) “Is there a Bias against Telephone Interviews in
Qualitative Research?” Research in Nursing an Health, Volume 31, Issue 4, pp. 391-398. Wiley
Online Library. Retrieved from http://onlinelibrary.wiley.com/doi/10.1002/nur.20259/abstract

Lattimore, D.Baskin, O., Heiman, S.T., Toth, E.L. & Van Leuven, J.K., Public Relations: The Profession and the Practice, McGraw Hill, New York, 2004.

McCombs, M.E., & D.L. Shaw. (1972) The Agenda-Setting Function of Mass Media. Public Opinion Quarterly, Vol. 36 p.176-187

McQuail, D., 1994, Mass communication theory: An introduction, 3rd ed., Sage, London.

Miles MB, Huberman M. Qualitative Data Analysis: A Sourcebook of New Methods. 2. Beverly Hills, CA: Sage Publications; 1994.

Muller, K. Jr (2003), Češi a občanska společnost: Pojem, problemy, výhodiska, Czechs and Civil Society: Concept, Problems, and Data Filosofick setkavani/2, Triton, Praha .

O’Malley, L. and C. Tynan (2001) “Reframing Relationship Marketing for Consumer Markets, Interactive Marketing, 2(3), 240-246.

Pasekova, L. (2011). Komunikační struktura a komunikační kanály používané brněnskou skupinou Amnesty international. (Communication Structure and Communication Channels Used by the Brno Group of Amnesty International). Masaryk University, Brno.

Patton, J. (1996). Analysis of thinking and research about qualitative methods. New Jersey: Lawrence Erlbaum.

Pretto and Pocknee (2008). “Online project collaboration … we still have a long way to go.” ascilite 2008 Melbourne.
Retrieved from http://www.ascilite.org.au/conferences/melbourne08/procs/pretto-poster.pdf

Princen, T. (1994). “NGOs : Creating a niche in environmental diplomacy,” in Princen, T. and Finger, M. (Eds), Environmental NGOs in world politics: linking the local and the global, Routledge, London.

Report on non profit sector (2012). The 2012 CSO SUSTAINABILITY INDEX FOR CENTRAL AND EASTERN EUROPE AND EURASIA. United States Agency for International Development Bureau for Europe and Eurasia Office of Democracy, Governance and Social Transition
http://www.usaid.gov/sites/default/files/documents/1863/2012CSOSI_0.pdf

Ridgway, J. Practical Media RelationsAldershot: Gower, 1996.

Rubin H, Rubin I. (2005). Listening, hearing and sharing Social experiences. Qualitative Interviewing: the Art of Hearing Data. Thousand Oaks, California: Sage 2005; 1–18.

Sargeant, A. (2008). ‘Marketing for Nonprofit Organizations’ in Baker M.J. and Hart S.J. The Marketing Book, 6th Edition, Butterworth Heinemann, London, 526-550

Salamon, L. C. (1994). Partners In Public Service: Government-Nonprofit Relations in the Modern Welfare State. Baltimore: Johns Hopkins.

Salamon, L.M. & Anheier, H.K. (1996). The international classification of nonprofit organizations: INCPO-revision 1, 1996, Working Papers of the Johns Hopkins Comparative Nonprofit Sector Project, No. 19, Baltimore: The Johns Hopkins Institute for Policy Studies.

Salamon, L.M., Anheier, H.K. and Associates (1999), \\Global Civil Society: Dimensions of the Nonprofitt Sector", Baltimore, MD: Johns Hopkins Center for Civil Society Studies

Savitt, R. (2001). “Understanding marketing development in the Czech Republic”, European Journal of Marketing, Vol. 35 Nos 11/12, pp. 1386-97.

Scanlan, L., & VanSlyke Turk, J. (1999). Public relations case studies of thirteen nations in transition. Gainesville, FL: Institute of Public Relations Research.

Schorr,A & Schenk,M & Campbell,W (2003).Communication Research and Media Science in Europe, Mouton de Gruyter, Berlin, pg. 57

Sriramesh, K. Rivera-Sánchez,M. Soriano,C. (2013) "Websites for stakeholder relations by corporations and non-profits: A time-lag study in Singapore", Journal of Communication Management, Vol. 17 Iss: 2, pp.122 - 139 http://www.emeraldinsight.com/journals.htm?articleid=17086972&ini=aob

Slabinova,H. (2011). Public relations rozvojových neziskových organizacích. (Public Relations of Ecological NPOs). Masaryk University, Brno.

Springston, J. K., Keyton, J., Leichty, G.B., & Metzger, J. (1992). Field dynamics and
public relations theory: Toward the management of multiple publics. Journal of Public Relations Research, 4, 81-100.

Sriramesh, K., & Vercic, D. (Eds.). (2003). The global public relations handbook. Mahwah, NJ: Lawrence Erlbaum Associates.

Sternberg, E., 2010, ‘NGOs vs. civil society: reflections on the illiberal, the illegitimate, and the unaccountable’, Economic Affairs, October 2010: 22-28.

Sturges, Judith and Kathleen Hanrahan. (2004) “Comparing Telephone and Face-to-Face Qualitative Interviewing: a Research Note.” Qualitative Research, Vol. 4, No. 1, pp. 107 – 118. Sage Journals. Retrieved from http://qrj.sagepub.com/content/4/1/107.full.pdf
Svoboda, V. (2004). Základy public realations : učební text. Zlín: Univerzita Tomáše Bati.

Taylor, M. (2004). Media richness theory as a foundation for public relations in Croatia. Public Relations Review, 30, 145–160.

Taylor, M., & Kent, M. L. (1999). Challenging assumptions in international public relations: When government is the most important public. Public Relations Review, 25, 131–144.

Van Leuven, J. K., & Pratt, C. (1996). Public relations’ role: Realities in Asia and in Africa south of the Sahara. In H. M. Culbertson & N. Chen (Eds.), International public relations: A comparative analysis (pp. 93–106). Mahwah, NJ: Lawrence Erlbaum Associates.

Waters,R.D. (2009) The Importance of Understanding Donor Preference and Relationship Cultivation Strategies. Journal of Nonprofit & Public Sector Marketing. 1049-5142 (Print), 1540-6997

Wei, N. (2006.) NGO Public Relations: Media and Advocacy. The Iraqi Women`s Educational Institute.
Retrieved from http://www.allindiary.org/pool/resources/4-13-ngo-public-relations-iraq-wei-2006.pdf.

Wolchik, S.L. (1991), Czechoslovakia in transition: Politics, economics and Society, Pinter publishers, London.
描述 碩士
國立政治大學
國際傳播英語碩士學位學程(IMICS)
101461023
102
資料來源 http://thesis.lib.nccu.edu.tw/record/#G1014610232
資料類型 thesis
dc.contributor.advisor 陳憶寧zh_TW
dc.contributor.advisor Chen, Yi Ning Katherineen_US
dc.contributor.author (Authors) 韋嘉敏zh_TW
dc.contributor.author (Authors) Veronika Tomanovaen_US
dc.creator (作者) 韋嘉敏zh_TW
dc.creator (作者) Veronika Tomanovaen_US
dc.date (日期) 2013en_US
dc.date.accessioned 29-Jul-2014 16:12:53 (UTC+8)-
dc.date.available 29-Jul-2014 16:12:53 (UTC+8)-
dc.date.issued (上傳時間) 29-Jul-2014 16:12:53 (UTC+8)-
dc.identifier (Other Identifiers) G1014610232en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/67909-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際傳播英語碩士學位學程(IMICS)zh_TW
dc.description (描述) 101461023zh_TW
dc.description (描述) 102zh_TW
dc.description.abstract (摘要) 捷克非營利組織的公共關係策略: 以「People in Need」為例zh_TW
dc.description.abstract (摘要) This study deals with the topic of public relations in the context of the nonprofit sector in Czech Republic. It focuses on the Czech NPO People in Need, established shortly after the Fall of communism with aim to facilitate humanitarian aid and has grown into one of the largest NPOs in Central and Eastern Europe over the past two decades. The aim of this study is to monitor how People in Need uses public relations in order to support their organizational goals. The research covers the communication channels and the strategies used by People in Need to communicate with the public, the ways NPO access the media relations and the reflection of the cooperation between journalists and NPO representatives. Data for this qualitative study were gathered employing technique of in-depth interviews.en_US
dc.description.tableofcontents Chapter 1 Introduction 4
Chapter 2 Literature review 7
2.1 Public Relations Practices 7
Specifics of Public Relations in Nonprofit Sphere 8
2.2. NPOs and principles of their functioning 9
Similarities and differences of NPOs and businesses 10
Relationship marketing 11
Nonprofit Sector and its Role in Civil Society 12
Communication of Nonprofit Organizations 14
Gatekeeping and Agenda Setting 15
2.3 Nonprofit Sector in Czech Republic 17
History of Nonprofit Organizations in Czech Republic 17
Public Relations of NPOs in Czech Republic 19
Studies on communication of Czech nonprofit sector 20
2.3 Nonprofit organization People in Need 22
History of People in Need 22
Structure of PIN 26
Goals and activities 27
Examples of activities 28
Communication of PIN on social sites 28
Chapter 3 Methodology 30
3. 1 Aim of the study and research questions 30
3. 2. The research method 30
Semi structured in-depth interviews 31
Respondents of the study 32
Data collection procedures 34
Chapter 4 Results 36
4.1 Media relations 37
System of PR 37
Methods of communication with media 39
4.2 Journalists 41
View of NPO 41
View of journalist 43
4.3 Role of mass media 44
Media image 45
Public discussion 46
Campaigns 47
4.5 Communication with public 48
Public events 49
Social sites 50
Paid advertisement 51
Support 51
4.5 Public relations strategy 52
Goals of PR 53
Expert voice 54
4.6 Summary of findings 55
Chapter 5 Discussions and Conclusion 58
Communication with public: The sources of public support 58
Public relations findings 59
Media relations findings 61
Conclusion 64
References 66		zh_TW
dc.format.extent 641876 bytes-
dc.format.mimetype application/pdf-
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G1014610232en_US
dc.subject (關鍵詞) nonprofit organizationen_US
dc.subject (關鍵詞) public relationsen_US
dc.subject (關鍵詞) media relationsen_US
dc.subject (關鍵詞) in-depth interviewen_US
dc.title (題名) 捷克非營利組織的公共關係策略: 以「People in Need」為例zh_TW
dc.title (題名) Public Relations of Czech NPO: Case of “People in Need”en_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) Brennan, L. & Brady, E. (1999). ‘Related to Marketing? Why Relationship Marketing Works for Not-For-Profit Organisations’, International Journal of Nonprofit and Voluntary Sector Marketing, 4(4): 327–337.

Brhlikova, P. (2004). “The Nonprofit Sector in the Czech Republic. “ CERGE-EI Discussion Paper No. 2004 – 128. Prague: CERGE-EI.
Retrieved from http://is.muni.cz/el/1456/jaro2006/PVTRPS/um/Nonprofit_by_Brhlikova.pdf

Bruce, I. (1995), “Do not-for-profits value their customers and their needs?”, International
Marketing Review, Vol. 12 No. 4, pp. 77-84.

Bulla, M. & Starr-Glass, D. (2006) "Marketing and non-profit organizations in the Czech Republic", European Journal of Marketing, Vol. 40 Iss: 1/2, pp.130 – 144

Lattimore, D.Baskin, O., Heiman, S.T., Toth, E.L. & Van Leuven, J.K., Public Relations: The Profession and the Practice, McGraw Hill, New York, 2004.

Chilban J. (1996). Interviewing in Depth: the Interactive Relational Approach. Thousand Oaks, California: Sage

Conway, T., & Whitelock, J. (2004). Can relationship marketing enhance strategic thinking in the public sector? A study of the perceived relationship between subsidized theatres and their government funders/regulators. International Journal of Nonprofit and Voluntary Sector Marketing, 9(4). 320 - 335.

Croteau, D. and Hoynes, W. (2003) Media Society: Industries, Images and Audiences (third edition), Pine Forge Press, Thousand Oaks, pg. 303

Dolnicar, S., Irvine, H. & Lazarevski, K. (2008), “Mission or money? Competitive challenges facing public sector nonprofit organisations in an institutionalised environment”, International Journal of Nonprofit and Voluntary Sector Marketing, Vol. 13, pp. 107-17.

Fric, P. (1999), Activities and Needs of Non-Profit Organizations in the Czech Republic: The Results of Quantitative Sociological Research, ICN & Agnes, Prague.

Fric,P. & Goulli, R. (2001) Neziskový sektor v České republice: Výsledky mezinárodního srovnávacího projektu Johns Hopkins University (The Nonprofit Sector in the Czech Republic: results of an international comparative project by John Hopkins university ), Eurolex Bohemia, Prague

Grunig, L. A., Grunig, J. E., & Dozier, D.M. (2002). Excellent public relations and effective organizations: A study of communication management in three countries. Mahwah, NJ: Lawrence Erlbaum.

Frumpkin, P. (2005). On being nonprofit. Cambridge, MA: Harvard University Press

Gallagher, K. &Weinberg, C.B. (1991). “Coping with success: new challenges for non-profit
marketing”, Sloane Management Review, Vol. 33 No. 1, pp. 27-42.

Gonzalez, L.I.A., Vijande, M.L.S. and Casielles, R.V. (2002). “The market orientation concept in the private nonprofit organisation domain”, International Journal of Nonprofit and Voluntary Sector Marketing, Vol. 7 No. 1, pp. 55-67.

Grunig, J.E. and Hunt, T. (1984). Managing Public Relations. New York: Rinehart and Winston

Habermas, J (1996). Between facts and norms, Massachusetts, MIT Press.

Hendrix, J.A. (2001). Public Relations cases, 5th ed. Belmont, U.S.A: Wadsworth.

Herman, R.D. (ed.). (2005). The Jossey-Bass handbook of nonprofit leadership and management. San Francisco, CA: Jossey-Bass

Hulme, D. and Banks, N. (2012). ‘The Role of NGOs and Civil Society in Development and Poverty Reduction’, Brooks World Poverty Institute, University of Manchester
Retrieved from.http://www.bwpi.manchester.ac.uk/resources/Working-Papers/bwpi-wp-17112.pdf

Jenkins, H. (2006a).Convergence Culture:Where Old and New Media Collide. New York: New York University Press.
Kaldor, M, Anheier,H.,& Glasius M., eds. 2006. Global civil society 2006/7. London: Sage.

Kloudova, J., Medway, D. & Byrom, J. (2004), “Marketing in Czech firms: 1999-2003”, Management Research News, Vol. 27 Nos 1/2, pp. 43-55.

Kotler, P. (1979), “Strategies for introducing marketing into non-profit organizations”, Journal of Marketing, Vol. 43 No. 1, pp. 37-44

Kinnel M., & MacDougal J. (1997). Marketing in the non-for-profit sector, 1997. Oxford: Butterworth-Heinemann.

Knox,S. and Gruar,C. (2007). The application of Stakeholder theory to Relationship Marketing Strategy Development in a Non-profit organization. Journal of Business Ethics, Oct (I) 2007, Volume: 75 Issue: 2 pp.115-135

Ladmanová, M. (2003), "Hlíací psi demokracie: program Podpora nevladních organizací prosazujících veřený zajem (Watchdogs of Society: Program support for nonprofit organizations promoting public interest)", Grantis, Vol. 2003 No.December, pp.8.

Lewis, D., 2002, ‘Civil society in African contexts: reflections on the usefulness of aconcept’, Development and Change 3(4): 569-586.

Lewis, D., & N. Kanji, 2009, Non-Governmental Organizations and Development, Abingdon,UK: Routledge Novik, Gina. (2008) “Is there a Bias against Telephone Interviews in
Qualitative Research?” Research in Nursing an Health, Volume 31, Issue 4, pp. 391-398. Wiley
Online Library. Retrieved from http://onlinelibrary.wiley.com/doi/10.1002/nur.20259/abstract

Lattimore, D.Baskin, O., Heiman, S.T., Toth, E.L. & Van Leuven, J.K., Public Relations: The Profession and the Practice, McGraw Hill, New York, 2004.

McCombs, M.E., & D.L. Shaw. (1972) The Agenda-Setting Function of Mass Media. Public Opinion Quarterly, Vol. 36 p.176-187

McQuail, D., 1994, Mass communication theory: An introduction, 3rd ed., Sage, London.

Miles MB, Huberman M. Qualitative Data Analysis: A Sourcebook of New Methods. 2. Beverly Hills, CA: Sage Publications; 1994.

Muller, K. Jr (2003), Češi a občanska společnost: Pojem, problemy, výhodiska, Czechs and Civil Society: Concept, Problems, and Data Filosofick setkavani/2, Triton, Praha .

O’Malley, L. and C. Tynan (2001) “Reframing Relationship Marketing for Consumer Markets, Interactive Marketing, 2(3), 240-246.

Pasekova, L. (2011). Komunikační struktura a komunikační kanály používané brněnskou skupinou Amnesty international. (Communication Structure and Communication Channels Used by the Brno Group of Amnesty International). Masaryk University, Brno.

Patton, J. (1996). Analysis of thinking and research about qualitative methods. New Jersey: Lawrence Erlbaum.

Pretto and Pocknee (2008). “Online project collaboration … we still have a long way to go.” ascilite 2008 Melbourne.
Retrieved from http://www.ascilite.org.au/conferences/melbourne08/procs/pretto-poster.pdf

Princen, T. (1994). “NGOs : Creating a niche in environmental diplomacy,” in Princen, T. and Finger, M. (Eds), Environmental NGOs in world politics: linking the local and the global, Routledge, London.

Report on non profit sector (2012). The 2012 CSO SUSTAINABILITY INDEX FOR CENTRAL AND EASTERN EUROPE AND EURASIA. United States Agency for International Development Bureau for Europe and Eurasia Office of Democracy, Governance and Social Transition
http://www.usaid.gov/sites/default/files/documents/1863/2012CSOSI_0.pdf

Ridgway, J. Practical Media RelationsAldershot: Gower, 1996.

Rubin H, Rubin I. (2005). Listening, hearing and sharing Social experiences. Qualitative Interviewing: the Art of Hearing Data. Thousand Oaks, California: Sage 2005; 1–18.

Sargeant, A. (2008). ‘Marketing for Nonprofit Organizations’ in Baker M.J. and Hart S.J. The Marketing Book, 6th Edition, Butterworth Heinemann, London, 526-550

Salamon, L. C. (1994). Partners In Public Service: Government-Nonprofit Relations in the Modern Welfare State. Baltimore: Johns Hopkins.

Salamon, L.M. & Anheier, H.K. (1996). The international classification of nonprofit organizations: INCPO-revision 1, 1996, Working Papers of the Johns Hopkins Comparative Nonprofit Sector Project, No. 19, Baltimore: The Johns Hopkins Institute for Policy Studies.

Salamon, L.M., Anheier, H.K. and Associates (1999), \\Global Civil Society: Dimensions of the Nonprofitt Sector", Baltimore, MD: Johns Hopkins Center for Civil Society Studies

Savitt, R. (2001). “Understanding marketing development in the Czech Republic”, European Journal of Marketing, Vol. 35 Nos 11/12, pp. 1386-97.

Scanlan, L., & VanSlyke Turk, J. (1999). Public relations case studies of thirteen nations in transition. Gainesville, FL: Institute of Public Relations Research.

Schorr,A & Schenk,M & Campbell,W (2003).Communication Research and Media Science in Europe, Mouton de Gruyter, Berlin, pg. 57

Sriramesh, K. Rivera-Sánchez,M. Soriano,C. (2013) "Websites for stakeholder relations by corporations and non-profits: A time-lag study in Singapore", Journal of Communication Management, Vol. 17 Iss: 2, pp.122 - 139 http://www.emeraldinsight.com/journals.htm?articleid=17086972&ini=aob

Slabinova,H. (2011). Public relations rozvojových neziskových organizacích. (Public Relations of Ecological NPOs). Masaryk University, Brno.

Springston, J. K., Keyton, J., Leichty, G.B., & Metzger, J. (1992). Field dynamics and
public relations theory: Toward the management of multiple publics. Journal of Public Relations Research, 4, 81-100.

Sriramesh, K., & Vercic, D. (Eds.). (2003). The global public relations handbook. Mahwah, NJ: Lawrence Erlbaum Associates.

Sternberg, E., 2010, ‘NGOs vs. civil society: reflections on the illiberal, the illegitimate, and the unaccountable’, Economic Affairs, October 2010: 22-28.

Sturges, Judith and Kathleen Hanrahan. (2004) “Comparing Telephone and Face-to-Face Qualitative Interviewing: a Research Note.” Qualitative Research, Vol. 4, No. 1, pp. 107 – 118. Sage Journals. Retrieved from http://qrj.sagepub.com/content/4/1/107.full.pdf
Svoboda, V. (2004). Základy public realations : učební text. Zlín: Univerzita Tomáše Bati.

Taylor, M. (2004). Media richness theory as a foundation for public relations in Croatia. Public Relations Review, 30, 145–160.

Taylor, M., & Kent, M. L. (1999). Challenging assumptions in international public relations: When government is the most important public. Public Relations Review, 25, 131–144.

Van Leuven, J. K., & Pratt, C. (1996). Public relations’ role: Realities in Asia and in Africa south of the Sahara. In H. M. Culbertson & N. Chen (Eds.), International public relations: A comparative analysis (pp. 93–106). Mahwah, NJ: Lawrence Erlbaum Associates.

Waters,R.D. (2009) The Importance of Understanding Donor Preference and Relationship Cultivation Strategies. Journal of Nonprofit & Public Sector Marketing. 1049-5142 (Print), 1540-6997

Wei, N. (2006.) NGO Public Relations: Media and Advocacy. The Iraqi Women`s Educational Institute.
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