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

Summary/Abstract: This article analyzes the emergence of a new trend in marketing communication and PR in the Czech Republic. After thedecline of public trust after the economic crisis in 2008, many state officials and politicians were blamed for corruptionand 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 corporatecommunication or PR. Often, the main business leader serve as personalities and opinion leaders in anti-corruptionactivities; these include individuals such as Karel Janeček, Stanislav Bernard or Radim Jančura. This article analyzesand discusses embedding anti-corruption attitudes within the marketing communication and PR strategy and possibleimpacts on the reputation of the company’s management.

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