| Abstract [eng] |
Master's thesis analyses the publicity features of business organizations. This topic is actual because business organizations that are planning and taking care of their publicity have to evaluate forms of expression and capacity in the media and select the means that allow best access to targeted audiences, thus improving their performance. The object of work of the Master's thesis is the advertising features of business organizations. Hypothesis of work is the organization's size, the economic sector, and positions on the stock exchange that affect the organization's publicity in the media. The aim of work is to explore the advertising features of business organizations and their determinants. Targets of work: to discuss the concept of publicity, determining factors and classification methods, to analyze the features of publicity change, to examine the specificity of publicity among business organisations, to examine the publicity in the media of companies from two economic sectors (petroleum and telecommunications) and companies enlisted in Vilnius Stock Exchange, to assess significance of the organisation’s size, economic sector and positions on the stock exchange for the publicity in the media. In carrying out the analysis of the sources (through the use of deductive and inductive methods) it was found that publicity of business organization depends on various factors: the size of the organization, general public goals and other goals closely related to them, the area and nature of activities (B2B, B2C), positions in the Stock Exchange, and others. Publicity is determined by a combination of different factors which is individual in each organization. Because of the prevailing information technologies and new ways of communication of information, publicity of business organizations has increased and become difficult to control. Every person has become the creator and presenter of news either in the mass media (civic journalism) or directly (electronic forums, social networks, etc.). Although the value of public in the publicity development processes and has increased, but the media still plays an important role. The work assesses the criteria that determine the publicity of organizations in the media. This entails the interest of media in the organisation and the news content (characteristics, and coherence with the overall concept of a publication). The content analysis was carried out, “Expression of publicity of Lithuanian business organizations in the media” suggests that the publicity of every business organization is determined by a variety of factors. The publicity analysis of the largest companies of petroleum and telecommunications sectors confirmed that their size, scope of activities and position in the stock exchange affects the publicity in the media. Publications more often refer to larger companies, but there is no direct correlation between the size of the organisation and the number of mentions of paramount importance. Due to the extensive media attention to development in the Vilnius Stock Exchange, the numbers of references to the enlisted companies in publications increases by 20-75 percent. The research also found that the news about business organizations, regardless of their size, scope of activities and positions on the stock exchange, are more often described in the specialized media. |
