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

摘要

This article analyses the emergence of a new trend in local 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 (Edelman, 2013). Anti-corruption attitudes emerged in government communication, media, NGO′s and also within the business sector. The term “anti-corruption” became an often-used marketing claim. Anti-corruption claims and values were used by a wide range of companies and institutions in their corporate communication or PR. Often, main business leader serve as personalities and opinion leaders in anti-corruption activities, such as Karel Jane?ek, Stanislav Bernard or Radim Jan?ura. The article analyses and discusses embedding anti-corruption attitudes within the marketing communication and PR strategy and possible impacts on reputation management of the company.