doc. PhDr. Denisa Hejlová, Ph.D.

doc. PhDr. Denisa Hejlová, Ph.D.


  • Katedra marketingové komunikace a public relations


Telefon: +420 222 112 246

Osobní webová stránka

Vedené práce

Místnost: č. H106a, Smetanovo nábřeží 6

ResearchID: P-4955-2017

Scopus Author ID: 56426402400

ORCID ID: 0000-0003-0646-399X

Rok vydání


Kapitoly v monografiích

  • HEJLOVÁ, Denisa. The Czech Republic. In: WATSON, Tom. Eastern European Perspectives on the Development of Public Relations : Other Voices. 1 vyd. Basingstoke: Palgrave Macmillan, 2014, s. 25-40. ISBN 978-1-137-40424-4.
  • HEJLOVÁ, Denisa - KLIMEŠ, David. Propaganda in 1980s Czechoslovakia: Life in a Ritualised Lie. In: SOMERVILLE, Ian - HARGIE, Owen - TAYLOR, Maureen - TOLEDANO, Margalit. International public relations : perspectives from deeply divided societies. 1 vyd. London: Routledge, 2017, s. 173-197. ISBN 978-1-138-86013-1.
  • KASL KOLLMANNOVÁ, Denisa. The Role and Function of Public Relations in the Czech Republic. In: OKAY, Aydemir - CARAYOL, Valérie - TENCH, Ralph. Researching the Changing Profession of Public Relations. 1 vyd. Bruxelles: Peter Lang, 2013, s. 91-109. ISBN 978-2-87574-056-4.
  • HEJLOVÁ, Denisa. Tobacco Industry Lobbying. In: HARRIS, Phil - BITONTI, Alberto - FLEISHER, Craig S. - BINDERKRANTZ, Anne Skorkjær. The Palgrave Encyclopedia of Interest Groups, Lobbying and Public Affairs. 1 vyd. Cham: Palgrave MacMillan, 2021, s. nestránkováno. ISBN 978-3-030-44555-3.


Příspěvky v konferenčních sbornících

Courses taught at the Charles University in Prague, Faculty of Social Sciences (see the online reservation system for students), History and Theory of Public Relations, Criticism of Marketing Communication, Fashion Marketing (in cooperation with the Academy of Arts, Architecture and Design in Prague)

Public relations: vývoj, trendy, specifika Public affairs: teorie a přístupy, současný stav Vládní komunikace Strategická komunikace Marketingová komunikace firem z pohledu ochrany spotřebitele (zejména dětí a mladistvých) Marketing a komunikace módních značek Etika marketingové komunikace (vývoj a proměny v této oblasti)

Operační program Věda, výzkum, vzdělávání. 076 (Inovace v pedagogice). Výzkum komunikace MŠMT a přímo řízených organizací ve vztahu k různým skupinám stakeholderů. 1. 4. 2020 – 1. 1. 2022 (Hlavní řešitelka) Japan Foundation, grant Fellowship for Intellectual Exchange: Výzkum komunikace japonských firem a institucí, červenec - září 2011 (afilace u Foreign Correspondents' Club of Japan, FCCJ) Fulbright Scholarship Program, grant Masaryk-Fulbright, Komparace amerického a českého přístupu k public relations a public affairs, srpen - prosinec 2014 (Columbia University in New York, School of International and Public Affairs) Prvouk P17 (02-03/2013) - výzkum vládní komunikace

Public relations: development, trends, specifics Public affairs: theory and practice Government Communication Strategic communication Tobacco advertising Advertising and Public Relations Ethics

Public relations, public affairs, government communication, marketing communication Research Proposal for 4EU+ Proposed by the Department of Marketing Communication and Public Relations, Charles University Prague Contact person: Denisa Hejlova, Research Proposal 1: Environmental Communication in Fashion: Green Marketing or Greenwashing? Keywords: fashion marketing, environmental communication, stakeholder approach, consumer attitudes, Gen Z Fashion industry ranks among most polluting industry in the world, following oil industry. Recently, many fashion brands included sustainability and environmental issues in their communication and actions and this issue is widely reported also in academic literature (Köcksal, Strähle, Müller and Freise, 2017; Yang, Song and Tong, 2017; Garcia-Torres, Rey-Garcia and Albareda-Vivo, 2017; Resta, Gaiardelli, Pinto and Dotti, 2016). Sustainability is a great challenge for improving fashion industry (Jung and Jin, 2014). Some fashion brands are also trying to affect the consumer behavior towards more ethical and environmently-friendly consumption, such as slow-fashion or recycling (Fletcher, 2010; Boström and Micheletti, 2016). But from the standpoint of strategic communication of fashion brands, which derive their success of continuous economic growth – is it merely just to do the talking, or does it really change the behavior of consumers (Norum, 2017; Luchs and Miller, 2017)? What effect does stressing the environmental issues in communication of fashion brands have on the consumers? Can communicating slow fashion really lead towards system change, as proposed by Fletcher in 2010 (Fletcher, 2010), or is it an oxymoron (Clark, 2008)? It is not only the fashion brands talking about environment, but also stakeholders play an important role in the dialogue between fashion brands and its consumers. Recently, more consumers demand “brands with purpose”, that communicate its social responsibility, includes societal, political or environmental issues (Montgomery, 2019). Our aim is to explore the attitudes towards the fashion consumption with regard to environmental issues among Generation Z consumers – the young generation, which behavior patterns will strongly influence the global environmental development in the future. Our goal: to set up a cross-national study of Gen Z attitudes towards fashion marketing, or cross-national study of marketing communication of fashion brands, which tackles environmental issues Reasearch Proposal 2: Marketing Communication and Consumer Attitudes of Heated Tobacco Products and Other New Nicotine Product Keywords: Heated tobacco products; marketing strategies; public health concern; legitimisation; tobacco initiation, public health Heated tobacco products (also reffered to as heat-not-burn products) have been developed by the tobacco industry and now are available in more than 30 countries, including Japan, Korea, U.S.A. and EU. There are three products currently available: IQOS by Philip Morris International, Glo by British American Tobacco, and Ploom by Japan Tobacco International. Not all products are available on all markets. World Health Organization (WHO) has issued a statement that tobacco companies use non-traditional marketing and product distribution, including “social marketing techniques involving the development of community activators and brand ambassadors, who promote HTPs through various channels” (WHO, 2018, p. 18). In most recent statement, WHO warned that „the marketing of HTPs is one of the biggest challenges to tobacco control efforts“ (WHO, 2019, p. 53). “Given the marketing strategies of the big tobacco companies, the world-wide market share of nicotine-containing products accounted for by HTPs is likely to grow, increasing the potential for public health concern.“ (Tabuchi, 2019). Our team has contributed to the WHO 2019 report about social media and other new forms of marketing in the Czech Republic and to the WHO policy brief. Our goal: to set up a cross-national study of marketing communication and consumer perspectives on addictive products, namely “new” nicotine or tobacco products, such as Juul, IQOS, Glo etc. See our publication: Research Proposal 3: Influencer Marketing and its Ethical Limits Keywords: influencer marketing, stealth advertising, covert advertising, ethical codes Recently, influencer marketing has become a growing and indispensable part of the marketing and advertising budgets. However, based on our previous research, a large part of this advertising is not disclosed by the influencers as advertising (covert advertising). Also, based on our research, children (8- 10 y.o.) can not tell whether the content is advertisement or organic content by the influencer. Our goal: We are looking for cross-national study on influencer marketing, its ethical limits and forms of disclosure (paid partnership etc.).