The Growth of Anti-Corruption Attitudes in Czech Marketing Communication and PR: Anti-corruption Fight as Marketing Tool
Abstract
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 eco-nomic crisis in 2008, many state officials and politicians were blamed for cor-ruption 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 market-ing 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.