Abstract
The present time brings the business community to make new trends related to social responsibility. That describes the holistic concept, which is one of the newest business concepts and principles of its markets in Central Europe are increasingly important in recent years.
This newest trend is based on the needs of customer communication. Paper presents information on the development of social entrepreneurship in the Czech Republic, its weaknesses and strengths occasions.
It aims to analyze the generally used communication tools to critically evaluate their functionality suitability. It points out the high potential of using new communication tools of traditional media in the competitive environment.
Since we are on the market of social business, which is even more than the classic small medium enterprises limited by a lack of financial capital, the emphasis is on using low-cost methods of communication with customers. It is an interdisciplinary subject that extends scientific disciplines of marketing and media communication and social entrepreneurship.
Additionally, it offers information that are of practical nature, are useful in everyday activities of socially beneficial enterprise.