TRANSPARENT CORPORATE TAX PAID BY COMPANIES IN THE CZECH REPUBLIC AS TOOL IN THEIR PUBLIC RELATIONS.

The goal of this article is to examine marketing strategy of sample of chosen big companies in the Czech Republic, whether they use information about its corporate tax payments in their public relations in order to get more customer favour. As the research tool was chosen case study consisting of twenty companies awarded as top contributors to public budget in form of corporate tax in the Czech Republic by the Ministry of Finance of the Czech Republic. Their official websites, press releases and social networks were explored to find out, if they used in any way this award in their public relations. Results show that companies don't consider this award beneficial for public relations. Possible reason for not publishing the tax award could be that large companies don't want any publicity connected with tax topic at all and don't see any advantages of publishing the award. [ABSTRACT FROM AUTHOR]