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Dissertations / Theses on the topic 'Marketing and public relations'
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Werth, Ingo. "Fachbibliographie Internet - Public Relations und -Marketing." [S.l. : s.n.], 2005. http://www.bsz-bw.de/cgi-bin/xvms.cgi?SWB11759307.
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West, Chasah E. "Organizational-Public Relations| A Cultural Measure of International Publics." Thesis, University of Louisiana at Lafayette, 2015. http://pqdtopen.proquest.com/#viewpdf?dispub=1594479.
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This thesis aims to measure the dimensions that comprise a relationship between an organization and its public (Organization-Public Relationship) across cultures in order to ascertain which of the dimensions are valued most in those various cultures. Through a historical look at public relations literature, the relatively new theory of Organization-Public Relations is traced, explained, and then applied. O-PR dimensions considered for study are trust, control mutuality, relationship commitment, relationship satisfaction, and face and favor. The study undertaken will be exploratory in nature; the survey will be distributed to international college students currently attending American universities, 18-25 and analyzed using one-way ANOVA to provide a comparison. While many culture-specific models of public relations exist, this study does not attempt to build a new model, but to measure cultures across an existing one. The expected outcomes will provide insight into building and measuring effective cross-cultural, and multi-cultural public relations campaigns, as well as allow for a further validation and understanding of international application of the Organization-Public Relationship Assessment (OPRA): a cross-cultural, multiple-item scale for measuring organization?public relationships developed by Huang (2001). Data will also be collected, analyzed, and compared on perception of likelihood of relationship dimensions affecting word-of-mouth advertising from students
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Marx, Wolfgang. "Public Relations als Schlüsselinstrument im Marketing von Beratungsunternehmen." Marburg Tectum-Verl, 2006. http://deposit.ddb.de/cgi-bin/dokserv?id=2818446&prov=M&dok_var=1&dok_ext=htm.
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Montagno, Beth L. "Marketing public relations : a multimed[i]a campaign." Virtual Press, 2005. http://liblink.bsu.edu/uhtbin/catkey/1327295.
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This creative project consists of a literature review of material concerning the combination of traditional public relations and advertising tactics with new ideas of multi-media to create a field referred to as marketing public relations. The project also contains a DVD component that includes elements of a marketing public relations campaign designed for a small business in Muncie, Indiana. The DVD is formatted so that elements can be viewed independently and in any order the consumer chooses. This puts the user in charge of what they are viewing or listening to at any time.Department of Telecommunications
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Vrkočová, Pavlína Bc. "Public Relations ve společnosti Qlik.cz." Master's thesis, Vysoká škola ekonomická v Praze, 2007. http://www.nusl.cz/ntk/nusl-1578.
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Diplomová práce se zabývá aktivitami Public Relations ve vybrané organizaci. Teoretická část představuje stručný úvod do problematiky PR. Praktická část se zabývá definováním cílové skupiny a následně přípravou tiskové konference. V práci je také proveden výzkum, který přináší informace o možné budoucí strategii společnosti. Závěrečná kapitola je věnována zhodnocení projektu Public Relations a návrhům na zlepšení pro vybranou společnost.
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Stephansen, Kari. "Diffusion of viral marketing into the world of public relations." Diss., Columbia, Mo. : University of Missouri-Columbia, 2008. http://hdl.handle.net/10355/5715.
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Thesis (M.A.)--University of Missouri-Columbia, 2008.The entire dissertation/thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file (which also appears in the research.pdf); a non-technical general description, or public abstract, appears in the public.pdf file. Title from title screen of research.pdf file (viewed on September 15, 2008) Includes bibliographical references.
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Swank, Tonja M. "It's a jungle out there : zoo public relations and marketing." Scholarly Commons, 2011. https://scholarlycommons.pacific.edu/uop_etds/782.
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This study was investigated the public relations and marketing strategy and tactics used by Micke Grove Zoo in the last five years. A case study methodology was used to answer the three research questions. The research analyzed the Zoo's past and current marketing and public relations strategy and efforts. What was collected fell into six categories: Special Exhibits, Programs, Promotional Material and Publications, Volunteer Opportunities, Events and Miscellaneous. It showed that MGZ has stopped some of the programs, events and publications, but has not implemented new ones. What they are doing has remained relatively the same for the last five years. Also, MGZ has not and does not have a public relations or marketing strategy, is not using social media and does not have regular contact with the media through press releases. The data categorized was then compared with the information collected from five experts in the field of public relations, marketing and zoos.
The five professionals interviewed agreed that a zoo needs to have a marketing and public relations plan, be using social networking and updating their website, -constantly search for new audiences and stay in constant contact with the media.
From the data collected a series of tactics were developed. It is suggested that MGZ try to incorporate as many of these tactics into a marketing and public relations strategy. They include, developing a marketing and public relations plan based upon the zoos mission and goals, using social media, regaining accreditation and creating and maintaining a relationship with the media.
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Meravý, Vojtěch. "Marketing a public relations na mezinárodním operním festivalu Smetanova Litomyšl." Master's thesis, Akademie múzických umění v Praze. Hudební fakulta AMU. Knihovna, 2006. http://www.nusl.cz/ntk/nusl-78716.
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The work should explain the specificity of marketing and public relations area in the festival of Smetanova Litomyšl. It begins in the year 1992, when the festival obtained profesional management. This work occupies with festival advertisement, graphic design of festival publications, style of informing the audience and selfpresentation of the festival. It would like to point out some specifics of this traditional festival in relations with public both in the Pardubice region and in the whole Czech republic.
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Muddiman, Ashley. "Harry Potter and the Public Relations Phenomenon." Miami University Honors Theses / OhioLINK, 2007. http://rave.ohiolink.edu/etdc/view?acc_num=muhonors1176155079.
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Hanpongpandh, Peeraya. "A comparison of perceptions of public relations, marketing, and advertising educators toward integrated marketing communications." Virtual Press, 1994. http://liblink.bsu.edu/uhtbin/catkey/917012.
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This thesis sought to answer the research question: How do the top educators in the area of public relations, marketing, and advertising perceive the concept of integrated marketing communications as compared to one another?The mail survey applying Q methodology was sent to 15 top educators in each of the three fields in the United States for a total sample of 45 educators. A total of twenty-five responses were returned representing 55.5 percent of the sample. When the respondents were analyzed by discipline, there were eight responses from the pubic relations educators, nine from the marketing educators, and eight from the advertising educators. As a result the responses from each disciplines comprised, respectively, 53.3 percent, 60 percent, and 53.33 percent of the total sample.The statements in Q-Sorting were collected from the review of literature and in interviews with the Ball State University advertising, and public relations professors. Each statement either agreed or disagreed with the perception of integrated marketing communications. Each educator was asked to indicate how strongly they agreed or disagreed with each statement.A computer program developed for Q-Methodology studies was used to extract the factors from the educators' responses. After the Q-Sorts were tabulated, the researcher identified two factors, Factor I, and Factor II. The majority of Factor I respondents were the marketing, and advertising educators. The majority of Factor II respondents were public relations educators.The researcher concluded that these two groups had clearly different attitudes toward IMC. Stated in another way, marketing educators and advertising educators had similar perceptions of IMC, while public relations educators perceived the IMC concept very differently. Public relations educators indicated that the concept of IMC would be acceptable if it should be viewed as a total organizational communications function.Department of Journalism
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Al-Hajri, Hamad Faleh. "Integrating public relations into marketing strategies in the state of Qatar." CSUSB ScholarWorks, 2001. https://scholarworks.lib.csusb.edu/etd-project/1918.
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AlQubaisi, Abdulla Butti. "Public relations as a marketing strategy in the United Arab Emirates." CSUSB ScholarWorks, 2001. https://scholarworks.lib.csusb.edu/etd-project/1923.
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The United Arab Emirates (UAE) became known to the world when oil was discovered. Since that tine, the country has modernized and developed into one of the largest trading centers in the world. The purpose of this research is to identify companies in the UAE who are currently using public relations, and those that would benefit from its use. The objective is to provide marketing managers with the knowledge of the benefits of public relations and how it could be used to advantage in their marketing plans. Primary and secondary data was selected for the study. Primary data consisted of a survey undertaken by a questionnaire with forty managers of various organizations in the private and public sectors of the UAE to learn how public relations was being used in their marketing strategies, and how much they know about public relations. The results of the survey indicated that most marketing managers were knowledgeable about public relations, but would benefit from learning about how it could be used to greater advantage. It was proposed that seminars be conducted for marketing managers focused on how public relations could be used and the benefits to be derived from its use.
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Bouzanis, Jason. "Quebec's public diplomacy: A study on the conceptual convergence of public diplomacy and public relations." Thesis, University of Ottawa (Canada), 2009. http://hdl.handle.net/10393/28121.
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The thesis expands Signitzer and Coombs' (1992) seminal study on the conceptual convergence of public diplomacy and public relations. Similar to international public relations, public diplomacy serves to transmit infolination, promote influence, create understanding and build relationships. However, a review of the existing academic literature reveals that the public diplomacy/public relations nexus has received insufficient attention from scholars. The purpose of the study is to determine whether there exists a strong enough similarity between the two domains to actively theorize public diplomacy from a communications (public relations) perspective.
The research systematically applies the Signitzer and Coombs comparative model to interpret evidence of conceptual convergence in five areas of Quebec's public diplomacy (academic and cultural relations, investment and tourism promotion, and sports diplomacy). It is demonstrated that public diplomacy and public relations are both premised on the concept of symmetry, but also share asymmetrical tendencies. The findings suggest that the two disciplines are experiencing a process of convergence and support the value of exploring public diplomacy with public relations-based theories and models. However, public diplomacy practitioners are generally unwilling to recognize the relationship between public diplomacy and public relations. The development of shared concepts is therefore encouraged to overcome these perceptual gaps. Future research centred on common functions, such as reputation management and relationship building, is proposed and the thesis concludes that interdisciplinary cooperation is necessary to advance the public diplomacy scholarship.
Keywords. public diplomacy, public relations, Quebec international relations, international communications, nation branding, cultural relations, academic relations, investment promotion, tourism promotion, sports diplomacy, conceptual convergence.
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Jonsson, Peder. "Kommunikationsmodeller inom public relations." Doctoral thesis, KTH, Industriell ekonomi och organisation (Inst.), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-205887.
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Once a year for over forty years public relations’ practitioners in Sweden gathers, the political week in Almedalen, in the town of Visby. There they exchange knowledge and experience on all types of subjects using different and common communication models whether they are aware of them or not. The research on communication models is sparse, with one exception: Grunig’s model. Both practitioners and researches believe them to be important, even strategic. But too little knowledge about the models as such negatively impacts the understanding of public relations’ activities. It also contributes to the view that public relations is frittered. The thesis studies and analyses communication models of public relations. Models have been created by theorists and practitioners to describe the phenomenon, to understand communication as such and to facilitate communication between humans. The thesis addresses basic questions such as which models there are, where they stem from, who the originators were and the characteristics of each respective model. The basis of the study is comprehensive Anglo-American literature. All in all, over twenty different models have been analyzed in three different ways, i.e. the structure of a model, its historical deposits (sediment) and the application of the model. The result is manifold, since many characteristics form ten attributes and three families of models (a reduction). The characteristics can be seen as the models’ building blocks, e.g. the direction of the communication, the number of contacts and synchronism. Three model families are built on three differentiating characteristics, and the families are named correspondingly. Directional model (Riktningsmodellen), the Co-orientational model (Saminriktningsmodellen) and the Connectivity model (Konnektivitetsmodellen). The classification is of course not set in stone. It should be regarded as a first step to reduce the number of models in use and concentrate on the important characteristics of the models that help public relations researchers and professionals to solve problems and theorists to explain, foresee or guide to better public relations. Finally, five areas of future research are presented: a multinational study of models, a study of practitioners’ model use, a deeper history study according the concept of sediment, a notational system for models and, last but not least, a development of the Connectivity model. The last subject is the one that once inspired me to write a thesis.QC 20170426
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Kitchen, Philip James. "The developing use of public relations in fast moving consumer goods firms." Thesis, Keele University, 1993. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.320248.
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Straková, Martina. "Internet jako nástroj marketingu a Public Relations v oblasti vážné hudby." Master's thesis, Akademie múzických umění v Praze.Hudební a taneční fakulta. Knihovna, 2014. http://www.nusl.cz/ntk/nusl-177846.
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I have chosen the above mentioned theme of my Master's Thesis not only with respect to my professional management activities but also due to my personal interest in issues of modern technologies affecting all of the areas of personal and work life.
The purpose of diploma thesis is not only to elaborate the summary of tools already applied in the Internet environment for use of marketing and Public Relations classical music but also the summary of new and emerging tools that could be applied for such use but have not yet been applied in classical music.
Generally, this thesis deals with the chosen theme at user level and describes current applicable means available at the Internet with regard to possible use for institutions functioning in clasical music. It summarizes obtained data on current and emerging technologies and provides a comprehensive and user-friendly survey of given issues.
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Ashton, Kathleen L. "A survey of the status of marketing and public relations in the Indiana hospital industry." Virtual Press, 1994. http://liblink.bsu.edu/uhtbin/catkey/935923.
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The fields of public relations and marketing are experiencing interdisciplinary assimilation, especially in the health care industry and specifically in hospitals. With the recognition of this basic trend many questions have been raised by public relations practitioners, marketers, and health care administrators dealing with present and anticipated functions of these public relations/marketing departments.To survey the status of public relations and marketing in Indiana hospitals the study's research question became: What is the status of the functions of public relations and marketing in Indiana hospitals?A questionnaire was the basic research tool in this study of the status of hospital marketing and public relations. The questionnaire included three sections: 1) hospital demographics; 2) identification of public relations and marketing functions performed; and 3) professional staff demographics. This study's universe was defined as healthcare marketing/public relations professionals in the State of Indiana and therefore drew its sample from the Indiana Society for Healthcare Public Relations and Marketing membership list, 1993.The researcher's survey findings led her to the conclusion that because marketing is such a new and powerful force in Indiana's hospital industry, it is swiftly integrating its functions into traditional hospital public relations programs and even rising to a position of primacy over traditional public relations programs.Department of Journalism
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Berdine, Alexis A. "Click for the Campus Store: Development of an Online Public Relations Campaign for the AU Campus Store." Ashland University Honors Theses / OhioLINK, 2015. http://rave.ohiolink.edu/etdc/view?acc_num=auhonors1431338897.
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Kerr, Gayle. "Consistency and integrated marketing communication : an exploratory study." Thesis, Queensland University of Technology, 1997. https://eprints.qut.edu.au/36301/1/36301_Kerr_1997.pdf.
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This study explores the role of consistency in IMC and ways in which it can be measured. A contribution to the emerging area of IMC is made by drawing on the
experiences of marketing communication practitioners in relation to their perceptions of consistency in the practice of IMC. The initial exploratory research in the form of focus groups was expanded upon through a series of in-depth interviews which elaborated on attitudes towards consistency, measurement and IMC. The literature review in Chapter 2 summarises key data from the fields of advertising,
public relations, direct response, sales promotion, corporate identity, marketing,
auditing and IMC. Chapter 3 describes the multimethod research design of the study, in which focus groups generated many new ideas which were explored in greater detail through in-depth interviews. Key outcomes of the research are reported in Chapter 4. The final chapter considers the implications of this research for the theory and practice of IMC and suggestions for future research. The main findings suggest that consistency is an important but little understood area of
IMC. In this study, consistency is defined and factors promoting consistency, as well
as barriers to consistency in IMC are identified. From this, the three keys to consistency
- corporate identity, strategy and execution - emerge. The study explores consistency in relation to Duncan's IMC Message Typology and suggests where consistency can be controlled or influenced in planned, inferred, maintenance and unplanned messages. As a result, strategies for controlling and influencing consistency are developed. Consistency was seen by practitioners as difficult to measure due a lack of appropriate tools and an inability to see visible results or relate it to a dollar value. In addition, it was felt that management was not demanding its measurement. A need was identified
for a measurement tool for the internal guardian of the brand to evaluate consistency in IMC. The study concludes by proposing a 'Consistency Check' devised from the study
results, as an appropriate measure to evaluate consistency in IMC.
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Greene, Amanda E., Andrew Dotterweich, Mauro Palmero, and Don Good. "A Survey of Social Media: Perceived Effectiveness in Marketing among Individual NASCAR Tracks." WSSUScholar, 2014. https://scholar.wssu.edu/ijmm/vol3/iss1/1.
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The purpose of this study was to examine the use of and attitudes toward social networking as a tool for use by NASCAR speedways and to gauge track perceptions on the effectiveness of social media as a marketing tool. Individual NASCAR tracks were surveyed (n=22, 84.6% response) to explore current track social media practices and the potential impact of social networking sites on NASCAR marketing and consumer relations. Results found that individual tracks as well as the two major ownership groups highly agreed about issues concerning the use of social media to increase sales and to develop fan bases. However, they also agree there are other marketing tactics that are still more effective than social media at this time.
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Krawtchenko, Pierre. "Contribution à l'étude de l'intégration du client dans la conduite de projets innovants." Vandoeuvre-les-Nancy, INPL, 2004. http://docnum.univ-lorraine.fr/public/INPL_T_2004_KRAWTCHENKO_P.pdf.
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Dans un environnement turbulent et en perpétuelle évolution, le Client est devenu un l'atout majeur des entreprises. Aujourd'hui, pour s'imposer sur le marché, elles doivent offrir à leurs clients davantage de valeur que leurs concurrents. En parallèle, les clients sont devenus plus exigeants et volatiles. Ils semblent également vouloir jouer un rôle plus important dans la conception des offres qu'ils veulent se voir proposer. Ces deux points constituent la base de notre recherche. Nous avons cherché à répondre à la question suivante : " Comment une entreprise peut-elle intégrer le client dans son processus de conception d'offres nouvelles pour assurer une meilleure acceptabilité du nouveau produit par le marché ? ". L'intégration du client dans le processus de conception d'offres constitue l'objet de notre étude. Nous avons ainsi construit des grilles d'analyses des pratiques d'implication du client qu'une entreprise peut mettre en œuvre pour impliquer ses clients dans le processus de conception d'offres. Nous avons alors utilisé ces grilles pour étudier l'impact de l'implication du client sur l'acceptabilité par le marché du nouveau produit. Pour ce faire, nous avons fait l'hypothèse que les pratiques d'implication du client dépendent de deux dimensions : les différents degrés d'implication du client et les différents objectifs mêmes recherchés par son implication. Nous avons également fait l'hypothèse que l'impact des pratiques d'implication du client sur l'acceptabilité dépend des entreprises. Ces hypothèses ont été testées à partir de données collectées par questionnaire auprès de 47 entreprises établies en France. Ces données ont été traitées statistiquement par des analyses factorielles en correspondances multiples (AFCM) et des tris croisés. Les entreprises appartiennent à quatre secteurs d'activité différents et sont de toutes les tailles, de la TPE à la multinationale. Les résultats ont montré que les pratiques d'intégration du client supposant la plus forte implication effective du client sont celles permettant la meilleure acceptabilité du nouveau produit par le marché. Cette étude apporte de nombreux apports théoriques et pratiques. Elle est l'une des premières à s'appuyer sur des grilles d'analyses de pratiques pour étudier comment les pratiques mises en œuvre par les entreprises peuvent conditionner l'acceptabilité de l'offre par le marché. Elle apporte également aux praticiens un nouvel éclairage sur l'opportunité d'intégrer les clients pour améliorer les chances de succès d'un projet d'innovationIn a turbulent and constantly changing environment, the customer has become the company's most important asset. Today, to outperform the market, a company must offer its customers better value than its rivals. Furthermore, customers have become less easy to satisfy and more unpredictable. They also seem to play a more active role in the product design process. These two points constitute the basis of our research work. We propose to answer the following question : "What can a firm do to integrate the customer in the product design process (NPD) in order to ensure a better acceptability by the market ?". The integration of customers in the NPD process constitutes the subject of our study. For this purpose, we carried out guidelines of customers implication practices that a firm can engage to integrate its customers in the product design process. We used this guidelines to investigate the impact of customers implication on the product acceptability by the market. We hypothesized that customers implication practices may be dependent on two dimensions : the different customers implication degrees and the different objectives followed to integrate them. Besides, we hypothesized that customers implication practices' effect on the product acceptability may depend on firms. Our substantive hypotheses were tested with data from a national survey of 47 companies, using statistical analysis by categorizing, MCA (Multiple Correspondence Analysis), and cross-classifying. These companies operate in 4 different technology fields, and are of various sizes ranging from SMEs to major groups. The results indicated that customers implication practices which suppose the most effective customer implication, are those allowing a better product acceptability by the market, as expected. This study offers important theoretical and managerial implications. It is one of the first to rely on customers implication guidelines as a basis for examining how customers integration practices engaged during the NPD process can moderate the product acceptability on qualitative outcomes. We provide new insights for managers to consider when and how integrating customers to improve the chances of an innovation project reaching a successful outcome
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Williams, Stephen. "The organisation and economic geographies of marketing and public relations businesses in the West Midlands." Thesis, University of Birmingham, 2010. http://etheses.bham.ac.uk//id/eprint/878/.
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This thesis examines the marketing and public relations industries in a sub-region of the West Midlands GOR, which stretches from Birmingham to the country towns and villages of Warwickshire and Worcestershire. The area is characterised as a hotspot for particular knowledge intensive businesses and entrepreneurial activity. By undertaking a whole sector analysis the formation and embeddedness of firms within the tight-knit marketing and PR community are elucidated. Examining acts of entrepreneurship and firm formation highlight the importance of different factors in the individual decision-making processes of new enterprise start-ups. This produces a plethora of small business organisations that service clients at distance using information and communication technologies (ICT), coupled with the concomitant industry expertise and contacts. There is a stretching of networks, enabled by ICT, whereby pre-existing relationships continue to be exploited. Consequently all firms, including home-based businesses and micro firms are easily established and represent a plethora of business models engaging in networks at a range of spatial scales. This thesis argues that BPS sectors are characterised by a plurality of business organisations which are crucial for the continual development of the sectors. Integral to this are ICT which facilitate a set of extensively and intensively flexible business organisations.
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Koláček, Kamil. "Komunikační strategie společnosti 3M Česko." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-81924.
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This thesis is focused on marketing communication, specifically on PR communication of 3M Cesko company. Firstly, it provides a theoretical background of marketing, PR and media communication; and secondly, it examines current PR communication of 3M Cesko, and proposes a PR strategy for 2012 (which includes a proposition of media topics in 2012, PR communication tools, and a timeline).
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Lukusa, Adolphine Cama. "An assessment of the practice of public relations practitioners in marketing the corporate image in selected organisations." Thesis, Nelson Mandela Metropolitan University, 2009. http://hdl.handle.net/10948/1002.
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The profession of public relations has suffered negative associations and connotations as far as its role and practice are concerned. Alongside these, there are theories put forward within the field suggesting ways that could be used to assist public relations practitioners to become more successful in serving their organisations, marketing their organisation’s corporate image as well as reversing public relations’ negative legacy which has long existed as suggested by Steyn and Puth. This treatise argues that the real situation of the practice of public relations, its roles and the successes of PR practitioners in marketing the corporate image of their organisation might differ from what theories proposed. Thus this study seeks and intends to correlate what has been theorized with current practice in the profession. In addition, this study reflects and corroborates public relations practitioners’ roles in marketing the corporate image of organisations within the proposed new strategic role and through the existing traditional roles as compared to theory. Finally, this study also helps establish required changes to the traditional roles of the practitioners with the aim of reflecting the current situations in the existing selected organisations. In order to achieve the objectives of this study, the views and perceptions of public relations practitioners and managers of selected organisations were examined through a survey by questionnaire. This data was then analysed to determine their roles in marketing the corporate image of organisations in terms of the new strategic role and through the existing traditional roles as compared to theory. The sample included public relations practitioners and chief executive officers of Goodyear Tyre and Rubber Holdings (Pty) Ltd , Nelson Mandela Bay Municipality and Transnet National Ports Authority. The findings seem to support the hypotheses of the study in concluding that: The strategic roles identified in theory such as the solution around the myth and allegory of success in the practice and profession of public relations might not be realised in current practice, and Public relations practitioners’ effectiveness in marketing the corporate image of their organisations is affected by the way their roles are perceived within organisations. It is the hope of the researcher that, the findings of this investigation will set foundations for further research on the assessment and estimation of the practice of the public relations practitioners in marketing the corporate image of organisations.
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Drevinskas, Dalius. "Factors' Contributing to the Competitive Advantage of the Lithuanian Public Relations Agencies." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2010. http://vddb.laba.lt/obj/LT-eLABa-0001:E.02~2009~D_20100125_143102-44932.
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The Thesis deals with the question of competitive advantage of the public relations agencies in Lithuania. The aim of the study is to find the factors that influence competitive advantage of the PR agencies in Lithuania. The other major objective of the work is try to identify the reasons of long term successful or unsuccessful performance of participants of analyzed industry.
The analysis of literature on subject of CA and personal professional experience of the author of this work influenced a choice of theoretical Resource based view (J. Barney) model as dominating theoretical background of research model. Though the academic thrust of Industrial Organization (I/O) literature is not rejected, but complements the empirical research with analyses of the strategies (generic strategies of M. Porter) of CA within the industry of PR in Lithuania.
The public relations industry in Lithuania is relatively very young – less than 2 decades of age. The actual size of public relations industry cannot be estimated as not all of the PR agencies provide their financial results, still, the official size of the industry is of 23 agencies, making overall yearly turnover of around 100 m. Lt (“Verslo žinios“, 2009). The projects funded from the EU structural funds and the turn of the big local companies to towards corporate social responsibility are among the main reasons of growth.
The empirical research has opened, that competence of personnel (human capital) and the know-how of the... [to full text]Magistriniame darbe nagrinėjamas Lietuvos viešųjų ryšių agentūrų konkurencinio pranašumo klausimas. Kitas svarbus darbo tikslas yra pabandyti nustatyti ilguoju laikotarpiu sėkmingo ar nesėkmingo agentūros darbo priežastis. Konkurencinio pranašumo dalyko literatūros analizė ir darbo autoriaus asmeninė profesinė patirtis lėmė Ištekliais paremto požiūrio (Resource based view (J. Barney) naudojimą, kaip tyrimo modelio pagrindą. Tačiau akademinė Industrinės organizacijos (Indutrial Organization (M. Porter) kryptis nėra atmetama, o papildo tyrimo modelį bendrųjų konkurencinio pranašumo strategijų (Generic strategies) analize Lietuvos viešųjų ryšių rinkoje. Apibūdinant Lietuvos ryšių su visuomenę industriją, reikia paminėti, kad ji yra santykinai labai jauna – jaunesnė nei 20 metų. Tikrasis jos dydis taip pat yra sunkiai nustatomas, kadangi ne visos agentūros teikia savo finansinius duomenis „Verslo žinių“ metiniams sąvadams, tačiau, remiantis jais, rinkoje 2008 metais dirbo 23 agentūros, o bendra agentūrų apyvarta sudarė apie 100 mln. Lt. Iš ES struktūrinių fondų finansuojami projektai ir didelių įmonių atsigręžimas į socialinės atsakomybės sritį buvo laikomi rinkos augimo varikliais. Empirinis tyrimas atskleidė, kad personalo kompetencija (žmogiškieji resursai) ir agentūros know-how (žinios) yra pagrindiniai viešųjų ryšių agentūrų konkurencinio pranašumo šaltiniai. Trečiasis pagal svarbą faktorius išsiskyrė tarp didžiųjų ir mažųjų agentūrų. Rinkos lyderiai sėkmės... [toliau žr. visą tekstą]
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Hemmonsbey, Janice Dorothy. "The strategic value of sport to the Cape Town city brand." Thesis, Cape Peninsula University of Technology, 2015. http://hdl.handle.net/20.500.11838/2110.
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Thesis (MTech (Sport Management))--Cape Peninsula University of Technology, 2015.Although the concept of place branding is still relatively new, there is an increasing awareness of the significant impact which sport can have on a city‟s brand. Cities are now considering the addition of sport to their brand traits and are focusing on sport re-imaging, due to the advanced nature of international sport, and the economic and social gains associated with hosting major sport events. The hosting of sport events is increasingly being viewed as part of a broader tourism strategy aimed at enhancing the profile of a city. This particular study was based upon investigating the strategic value of sport to the city brand of Cape Town. The aim of the study was to investigate the role which key sport brands and city stakeholders and all-encompassing sport entities play for the city brand. This has been achieved via a series of semi-structured interviews conducted with 12 key industry stakeholders in Cape Town. A review of case studies, academic journal articles, and other relevant secondary sources of information has been used to contextualise these findings. This study clearly identifies the extent to which sport holds a strategic value for the Cape Town city brand. It clarifies that sport events, facilities, sport teams and personalities, and sport brands and sponsors all add valuable contributions to the city brand. The study reveals the strategic elements of sport that create city branding opportunities for establishing a national and global competitive position.
National Research Foundation
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Preston, Heather Paige. "Come Together: Inclusive Leadership and Public Relations Education." Antioch University / OhioLINK, 2018. http://rave.ohiolink.edu/etdc/view?acc_num=antioch1560961778025252.
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Howard, Timothy Lent. "Emotional intelligence and its link to public relations education." Scholarly Commons, 2011. https://scholarlycommons.pacific.edu/uop_etds/93.
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The purpose of this study is to examine the ethics chapters in five introduction-topublic relations textbooks and the codes of ethics of four major public relations associations contained within those chapters to determine the prevalence of language that either uses the same terms Daniel Goleman employs for his 25 competencies of emotional intelligence or uses words that strongly suggest the terms Goleman employs. The methods used to establish a correlation between Goleman's emotional intelligence competencies and the ethical practice of public relations are twofold: (1) a content analysis of the ethics chapters of the five textbooks in which are contained the four codes of ethics and (2) interviews with five educators of intro-to-public relations courses and with four of the authors of the textbooks used in the content analysis. Results indicate that there is a correlation between Goleman's competencies, the language employed in introductory textbooks, and the teaching philosophy of educators of introductory public relations courses and of the textbook authors.
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Benkahla, Shawn M. "A study of the history and use of integrated marketing communications within publications from 1991-2005." Morgantown, W. Va. : [West Virginia University Libraries], 2006. https://eidr.wvu.edu/etd/documentdata.eTD?documentid=4577.
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Thesis (M.S.)--West Virginia University, 2006.Title from document title page. Document formatted into pages; contains iii, 39 p. : ill. Includes abstract. Includes bibliographical references (p. 35-39).
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Dizmon, Khara Louise. "The application of marketing and communication theories on community festival event planning." CSUSB ScholarWorks, 2007. https://scholarworks.lib.csusb.edu/etd-project/3291.
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The objective of this project is to provide public relations practioners with an understanding of marketing concepts and communication theories as they apply to the production of a local community event. This project is also intended to be a resource for other public relations practioners involved in the process of communicating with a variety of audiences and to fulfill the void of scholarly research on the subject of event planning. The end result is expected to be a resource for event planners, providing tips and insights into the development of the community festival, Orange Blossom Holiday Village.
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Lake, Suzette. "A Consultant’s Analysis of Bond Public Relations and Brand Strategy." ScholarWorks@UNO, 2014. http://scholarworks.uno.edu/aa_rpts/162.
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In order to demonstrate the knowledge and skills acquired during her tenure in the Arts Administration graduate program, the consultant works four hundred and eighty hours as a Social Media and PR intern at Bond Public Relations and Brand Strategy in New Orleans, Louisiana. The following body of work is a consultant’s report written from the perspective of a professional Arts Administrator, and includes the following items: host company profile; description of internship activities; consultant’s contributions and gains; summation of company and industry best practices; host company’s strengths, weaknesses, opportunities, and threats – both internal and external; and the consultant’s recommendations for improvement.
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Hogg, Gillian. "Service quality in business advisory services : the case of the public relations industry in Scotland." Thesis, University of Stirling, 1996. http://hdl.handle.net/1893/2583.
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The thesis concerns quality of service in the context of business advisory services. The economic rationale for improving any quality standard is based on the theory that by creating customer satisfaction and a perception of service quality, an organisation can retain its existing customers and attract new business, thus improving market share. This argument is based on the assumption that by improving the quality of the service delivered to customers, product offerings can be differentiated in such a way as to improve customer value. This is a customer defined approach to quality and assumes that the provider has understood and responded to customer requirements. In order to achieve this it is necessary to understand the particular situational characteristics of this market and the criteria customers use to assess the service they receive. In order to investigate service quality in business advisory services, the public relations industry in Scotland is considered as a specific case. Public relations is a business advisory service concerned with the management of image or reputation. However it is not a homogeneous product and is made up of a number of specific functions that equate to two main product variants. Based on these product variants, the research identifies three main purchaser groups in Scotland. However, although outcome expectations are consistent across purchaser groups, there are different expectations of the process of delivering the service according to the product variant purchased. The research concludes that when purchasers are buying a task level service their perceptions of quality are based upon tangible, measurable service features, whilst purchasers of a managerial product variant are concerned with process factors that lead to developing a relationship of trust. There are also a number of 'bottom-line' expectations, common across purchaser groups, which are essential to a perception of quality. Service quality, in the business advisory service context, is dependant on recognising what constitutes the core product and tailoring the process of delivery to satisfy purchaser expectations. The implications of this research are that an understanding of context is essential when considering service quality, in order that customer expectations and provider delivery combine to achieve added value. Secondly, that product definitions are required in determining the expectations associated with performance quality; and thirdly, that customer segmentation based upon product variant is a viable proposition in business advisory services.
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Kyriazis, Elias. "The antecedents and consequences of the marketing manager and R&D manager working relationship during new product development an empirical study /." Access electronically, 2005. http://www.library.uow.edu.au/adt-NWU/public/adt-NWU20060522.103631/index.html.
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Paitoonmongkon, Chanoknart. "The public relations campaign for Bangkok fashion week, Thailand." CSUSB ScholarWorks, 2005. https://scholarworks.lib.csusb.edu/etd-project/2938.
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The purpose of this project is to apply public relations theoretical frameworks and advertising strategies to the public relations campaign for Bangkok Fashion week to increase the number of domestic participants.
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Van, Oudenhove de St Gery Liesel Anja. "Public relations and marketing: a framework for stakeholder management in the Life Healthcare Group of hospitals - Eastern region." Thesis, Cape Peninsula University of Technology, 2010. http://hdl.handle.net/20.500.11838/1419.
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Thesis (MTech (Public Relations Management ))--Cape Peninsula University of Technology, 2010The aim of this study is to examine the relationship of public relations and marketing and how these two functions can fuse their work without encroaching on each others fields. The strategic corporate function of stakeholder management is used as the platform to illustrate this proposed mutually beneficial relationship. The theoretical approach to the study is directed at exploring the three different fields of public relations, marketing and stakeholder management by outlining the general theory of excellence in corporate communication; marketing management theory; and stakeholder management theory. The public relations and marketing role within the Life Healthcare hospitals in the Eastern region are explored through a quantitative study aimed at gaining the incumbents' (in the public relations/marketing positions) view on their outputs within their function mapped against the outputs needed as viewed by the dominant coalition of the various hospitals. The incumbents' contribution to; and the dominant coalition's view of stakeholder management is also explored through the same dual view approach. Differentiating the roles' (public relations and marketing) contribution to stakeholder management (as subset against the theoretical background of what these roles should entail) are the outcomes of this quantitative study in the Life Healthcare group - Eastern region. This will then provide the platform for creating a framework of synthesis where public relations and marketing can collaborate in stakeholder management. Therefore, the outcome of this study, firstly, is a framework for the collaboration of public relations and marketing in stakeholder management within the Life Healthcare Group Eastern region. The framework creates a synthesis of the two corporate functions so that both can effectively contribute to the hospitals' strategic relationship building process in their own right as is necessary in excellent organisations. Secondly, it highlights insights gained (through the quantitative study and exploration of theory) into the public relations and marketing function within the region, and outlines problem areas that should be tackled by the dominant coalition if they are to elevate public relations and marketing to a function which can contribute to the broader organisational strategy.
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Bezuidenhout, Sonja. "Evaluating audience responses to promotional messages." Thesis, Nelson Mandela Metropolitan University, 2014. http://hdl.handle.net/10948/d1020280.
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This study explored the guidelines advocated by selected media content analysis with the aim of identifying effective approaches to evaluate audience responses to promotional messages. Drawing from literature and documented deliberations by industry professionals, content-specific analysis protocols were applied and tested using a case study representing topic-specific responses to the Two Oceans Quay 5 product launch. In doing so, a logical observation of the communication in unpaid media placements and relevant discussions distributed in public media channels was completed. It is in this sense that this research enriches the study of public relations with a particular focus on output-driven evaluation. It provides insights into qualitative and quantitative publicity measurement and suggests how these methods can be useful to explicate the impact of media coverage as a public relations element. While it largely focused on discovering improved media content analysis solutions, this study revealed that content-driven analysis can only be useful when its protocols are aligned with the context of the data and if communication practitioners remain aware and transparent of its subjectivity. In this regard, this study helps to generate an understanding of the subjective dynamic of public relations and the importance of in-depth and adaptable publicity assessments to help distinguish public relations as a purposeful branding function next to advertising and marketing.
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Chou, I.-Ling. "Public relations plan for nonprofit organization: Tzu Chi Foundation." CSUSB ScholarWorks, 2003. https://scholarworks.lib.csusb.edu/etd-project/2470.
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Crossman, M. Kris. "An examination of opinion research firm specialists' perceptions toward public relations practioners as clients as compared to marketing and advertising practitioners as clients." Virtual Press, 1987. http://liblink.bsu.edu/uhtbin/catkey/515491.
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This thesis sought to test the null hypothesis that stated: There is no difference in the perceptions of public opinion research firm specialists toward their client relationships with public relations practitioners as compared to practitioners in marketing and advertising.A mail survey was sent to 129 opinion firm member organizations of the Council of American Survey Research Organizations. A total of seventy-one responses were returned representing 54.3 percent of the population. Of the returned surveys, twenty-one respondents, or 29.5 percent, had conducted research for public relations, marketing, and advertising practitioners within the last year and were able to complete the questionnaire.The findings rejected the null hypothesis and indicated areas where perceptions differ. According to the surveyed researchers, their public relations practitioners fell short of marketing and advertising practitioners in understanding research methods, in possessing the necessary research skills needed to interpret statistical data, and in fully using the available services of opinion research firms.In addition, sixteen client/researcher characteristics were explored to focus on specific strengths and weaknesses, as seen by researchers, in relationships with public relations, marketing, and advertising clients. These characteristics explorations were used to create an ideal client/researcher relationship profile for comparison. This clearly found distinct differences in opinion researchers’ working relationships with each practitioner. To begin, while public opinion researchers thought understanding long-term project goals was the most important characteristic in an ideal client/researcher relationship, it was one of the least practiced characteristics by public relations practitioners. Similarly, researchers thought characteristics, including decisiveness regarding decisions, clear-cut objectives, understanding a study's limitations, and support from top management were very important in relationships. These same characteristics were not regularly practiced by the surveyed researchers' public relations clients. Concurrently, among those characteristics considered to be the least important by the respondents in an ideal client/researcher relationship, public relations practitioners most regularly practiced them. These include freedom allowed the researcher to carry out a study, enjoyment between client and researcher while working together, and simple approval procedures.Advertising clients fell dramatically behind the preferred ideal relationship in only two areas according to the surveyed respondents, involving candid communications between researcher and clear-cut objectives. Marketing practitioners did not deviate far from the ideal client/ researcher relationships according to opinion researchers. Overall, marketing practitioners are the preferred client.
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Scammell, Margaret. "The impact of marketing and public relations on modern British politics : the Conservative Party and government under Mrs Thatcher." Thesis, London School of Economics and Political Science (University of London), 1991. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.282955.
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This thesis examines marketing and public relations techniques in British politics, focusing on the Conservative Party from the election of Mrs Thatcher as Leader and on the government under her premiership. A review of the history of political marketing in Britain - and its impact - shows that the practices of image-building and agenda management are by no means an innovation of the 1970s. The public relations activities of the 1945-5 1 Labour Government bear interesting similarities to those of the post-1979 Conservative ones. The three substantive contributions of the research are: studies of the 1987 general election; government publicity since 1979; and finally an evaluation of the success of the marketing of parties and leaders in the Thatcher period. The 1987 case study surveys and evaluates political marketing, paying particular attention to the role and input of marketing consultants in the preparation and conduct of the campaign. This includes an assessment of the Conservative targeting of 'critical constituencies'. Sources used are private party documents, interviews with politicians, campaign managers and public relations advisers, observation of party press conferences and opinion polls. The evaluation of governmental publicity concentrates on two controversial areas: advertising in support of social and economic policy; and the role of Mrs Thatcher's Press Secretary, (Sir) Bernard Ingham, especially his relationship with the Parliamentary Lobby and his alleged management of news. The material used includes a detailed analysis of advertising expenditure data (MEAL) over a 20-year period and unpublished evidence to the Lobby enquiries. Finally, the third original discussion attempts to assess the success or otherwise of marketing in influencing voters based upon secondary analysis of opinion poll data.
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Kocián, Petr. "Komunikační mix a efektivita současné marketingové komunikace společnosti Aviva životní pojišťovna, a.s." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-76298.
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Primary objective of this diploma thesis is to conduct analysis of promotional mix of life insurance company operating on a Czech insurance market, to review efficiency of marketing communication and express practical recommendations for optimization of communication mix and increase of efficiency of marketing communication. First, theoretical part of thesis, presents particularity of marketing a service. Promotional mix is defined as a part of the marketing mix and furthermore its components are in detail described including its application. Second, practical part of thesis, includes analysis of these components in context of reviewed company. Also specific application cases of these components of promotional mix are described including comparison with some project of competitive organizations and efficiency revision of marketing communication based on undertaken market survey.
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Zwakala, Kuhle Mkanyiseli. "Brand identity of a selected South African bank." Thesis, Cape Peninsula University of Technology, 2016. http://hdl.handle.net/20.500.11838/2435.
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Thesis (MTech (Marketing))--Cape Peninsula University of Technology, 2016.By virtue of existence, a brand has a history, and probably an envisaged future. Collectively these variables are understood to be central to a brand’s identity formulation. However, there are various other elements that may inform brand identity construction. This study investigated brand identity formulation of a bank brand in the South African banking sector. In essence, the current study probed variables or elements that inform brand identity formulation, in this service oriented sector. It is understood that individual human identities can collectively influence the formulation of an institution’s brand identity, among other factors. Therefore, a question arises whether academic brand identity theory and practice are congruent in service sectors, particularly the South African banking sector. Dominated by few major banks, the South African banking sector is characterised by an oligopolistic market structure, where services provided are seen to be generic. Hence, the current inquiry on the practice (or lack thereof) of brand identity theory for differentiation, and distinction purposes. In this regard, Nedbank was used as a reference institution. In essence, Nedbank brand identity was investigated.
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Welsh, Heather B. "An analysis of international public relation specialists and their use of the Internet for advertising and information gathering." Scholarly Commons, 1998. https://scholarlycommons.pacific.edu/uop_etds/2328.
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This study examines the types of and frequency with which computer-mediated communications (CMC) services are used by international public relations (PR) specialists for advertising and information gathering and the judged effectiveness of these services. International PR specialists were surveyed to identify the types of and frequency with which CMC services were used for advertising and information gathering. Services focused on World Wide Web (V./WW) pages, electronic mail (e-mail), Internet search engines, and large commercial on-line services. This study also focused on: the use of the Internet for advertising, the judged effectiveness of using CMC for information gathering, the possible differences in the use of CMC between PR specialists from small large firms and a comparison of judged effectiveness based on firm size. A summary of CMC services was included to provide background information. The results indicated fairly high usage for information gathering and a lack of agreement regarding the effectiveness of CMC for advertising. No significant differences of type or frequency of usage were found when comparing small firms and large firms.
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Shin, Hyojin Jeannie. "Analysis of the perception and reality of integrated marketing communications (IMC) in corporate public relations a study of South Korea /." [Gainesville, Fla.] : University of Florida, 2006. http://purl.fcla.edu/fcla/etd/UFE0014266.
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Cockrum, Jamie B. "A study of strategic marketing in liberal arts II colleges." Virtual Press, 1995. http://liblink.bsu.edu/uhtbin/catkey/955090.
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The purpose of this quantitative study was to survey Liberal Arts II Colleges nationally to determine the strategic marketing orientation adopted by these small, private colleges. A random sample of 198 Liberal Arts II schools were surveyed. Three top administrators at each school, the president, academic dean, and admissions officer, received the mailed surveys. The research instrument - the Academic Marketing Strategy Survey - combined questions on institutional characteristics, administrators' perceptions of the acceptability and effectiveness of college marketing programs, and the Marketing Index for Higher Education (Kotler, 1977).Findings showed little or no relationship between measures of college "success" (enrollment trend, and trend in quality of the student body), and either level of college strategic orientation, or administrators' perceptions of the acceptability and effectiveness of college marketing programs. Discriminant analysis produced some statistically significant relationships between the following institutional characteristics and other variables:1.In geographic regions with fewer Liberal Arts II colleges,admissions officers were more enthusiastic about marketingprograms in their colleges;For the smaller Liberal Arts II colleges, annual strategic planning may be problematic in its ability to produce clear and comprehensive marketing strategy.Recommendations for further research include investigating- why marketing programs seem well-accepted among administrators, while bearing so little relationship to measures of success. Correlating perceptions and levels of marketing orientation with "success" variables may be too simplistic.Department of Educational Leadership
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Zidarova, Margarita. "Corporate Social Responsibility: The Future of Marketing Communications." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-71814.
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The purpose of this study was to investigate Corporate Social Responsibility (CSR) as a contribution tool to the future practices of corporate marketing communications. Another aim was to discover the current practices of CSR within corporate marketing communications with a specific focus on corporate and stakeholder value creation gained through this merging of two disciplines. Finally, the possibility of creating future competitive advantages through the use of CSR in marketing communications was also examined. The author applied a qualitative interview questionnaire as well as a quantitative survey study as primary research methods conducted for the purpose of this thesis. The interview questionnaires focused on the internal stakeholders' point of view on CSR as a marketing tool, while the survey study examined customer and external stakeholders' interest in current practices and value of CSR. The primary research was complemented by a broad literature review on the subjects of corporate marketing communications and corporate social responsibility. The main results revealed by the literature reviews and empirical research showed that corporate social responsibility has gained increasing value amongst business practitioners and external stakeholders. It was found that CSR can be executed most efficiently though public relations, and thus it helps sustain a sound corporate identity, brand, image and reputation, resulting in stakeholder loyalty and corporate value. The key findings of the research proposed that the proper use of CSR within marketing communications, by developed mid- and large-size organizations, could result in future competitive advantages in the market place. The principal concluding remark of the author was to highlight the importance of corporate social responsibility practices in marketing communications, with respect to value creation. This thesis aims to create motivation for further empirical research and development.
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Gallego, Angélica Helena Santini Montes. "CRIANÇA ESPERANÇA: comunicação e marketing da Rede Globo." Universidade Metodista de São Paulo, 2007. http://tede.metodista.br/jspui/handle/tede/767.
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Previous issue date: 2007-02-15This paper has, as a purpose, to analyze the Criança Esperança Project, by Globo Television Network. It attempts to identify whether it is a philanthropic activity through which the company helps the Brazilian society, by reporting the results and informing on the donations divulged by its own media or a Social Marketing Communication Strategy to promote the organization, in addition to helping the community according to the proposed actions and utilizing its Public Relations tools in the Project, in order to consolidate the company s institutional image, by articulating its audience and managing the integrated communication. This research based its conclusions on the analysis on the amounts donated by the show/program viewers; the show/program ratings and the participation of partners and sponsors. These items were trustful indicators for a successful or even unsuccessful communication strategy of the Project. The methodology employed was the Criança Esperança Program/Show Study Case, the document-based bibliographical research and the interviews.
Este estudo teve como objetivo analisar o Projeto Criança Esperança, da Rede Globo de Televisão, buscando identificar se ele é uma atividade de filantropia pela qual a empresa busca ajudar a sociedade brasileira, prestando-lhe contas sobre os resultados e direcionamento das doações por meio de seu veículo de comunicação ou se é uma Estratégia de Comunicação do Marketing de Causas Sociais da organização, que além de ajudar a comunidade com as ações propostas, utiliza os instrumentos de Relações Públicas para auxiliar na consolidação da imagem institucional da empresa, por meio da articulação dos seus vários públicos. A pesquisa embasou suas conclusões na análise dos valores das doações dos telespectadores no show/programa, dos índices de audiência e de participação de parceiros e de patrocinadores. Esses itens mostraram ser indicadores confiáveis de uma estratégia de comunicação de sucesso ou, até então, de insucesso do projeto. A metodologia empregada foi o Estudo de Caso do Programa/Show Criança Esperança, pesquisa bibliográfica embasada em documentos e entrevistas.
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Scopelliti, Maria. "Gatekeepers No More: Redefining the Roles of Journalism and PR in the Age of Digital Media and Content Marketing." Thèse, Université d'Ottawa / University of Ottawa, 2014. http://hdl.handle.net/10393/30547.
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The digital media landscape has fundamentally changed the way audiences consume and share content, creating many opportunities and challenges for news companies and organizations of all types (private, public and non-profit). This research investigates how the latter have gained the ability to produce and distribute journalistic-like content through their owned channels, thus circumventing journalists and engaging with their audiences directly. It shows how digital media have altered the manner in which news about organizations is disseminated, and, subsequently, the roles of PR practitioners and journalists. Through a series of interviews with seasoned experts in these two competing and collaborating fields, this project provides insights regarding the erosion of journalists’ gatekeeping role and the advent of PR practitioners as content creators. It supports prior research regarding the value of reciprocity between journalists and PR practitioners and offers orientations as to the future of these two professions in the context of the digital media landscape.
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Axelsson, Daniel, and Henrik Nordberg. "The Role of PR : In the Introduction Stage of a New Brand." Thesis, Jönköping University, JIBS, Business Administration, 2005. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-161.
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Abstract
The reality of today is that companies are spending more and more money on commercial spots. The “highlight” of the year is Super Bowl, where a 30-second ad costs more than $2 million to run. Advertising agencies are using their role as communicators by competing with each other with no interest in the product. The marketing guru Al Ries released a controversial book called “The Fall of Advertising and the Rise of PR” (2002) together with his daughter Laura Ries. In this book they are at-tacking the traditional advertising industry and claim that it has lost its credibility and above all, public relations is a more effective tool in brand building. The Rieses also favors PR in the in-troduction phase of a new brand.
The purpose of the thesis is to investigate agencies’ view of public relations role relative to traditional advertising in the intro-duction phase of a new brand.
The authors have used a qualitative study where the purpose will be achieved by performing in-depth face to face interviews with three respondents, which has a deep knowledge within the PR and the traditional advertising industry.
Whether PR as a promotional tool is viewed as more effective relative to traditional advertising in the introduction of a new brand one has to consider different variables. PR is more effec-tive when it comes to credibility, cost, and clutter. However, a major drawback is the control. Also, one has to consider the at-tributes of the brand since there are brands that are more PR “friendly” than others.
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Jansdotter, Pernilla, and Emma Josefsson. "Ett komplicerat förhållande - Om relationen mellan lobbying och marknadsföring." Thesis, Högskolan i Halmstad, Sektionen för ekonomi och teknik (SET), 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-15933.
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Titel: Ett komplicerat förhållande - om relationen mellan lobbying och marknadsföring Författare: Pernilla Jansdotter & Emma Josefsson Handledare: Christine Tidåsen Nivå: Kandidatuppsats i Marknadsföring, 15 hp, VT 2011 Nyckelord: Lobbying, PR, marknadsföring, tabu, marknadskommunikation Problemformulering: Hur använder företag lobbying ur ett PR- och marknadsförings-perspektiv och anses det vara en tabubelagd form av marknadskommunikation? Syfte: Syftet med uppsatsen är att undersöka och beskriva hur företag kan använda sig av lobbying ur ett PR- och marknadsföringsperspektiv samt hur allmänheten, företag och politiker ser på fenomenet. Metod: Uppsatsen är en kvalitativ studie med en abduktiv ansats. Sex semistrukturerade intervjuer med lobbyister och andra lobbyarbetare har genomförts. Ytterligare 20 mindre intervjuer med allmänheten samt en sekundärempirisk undersökning har utförts. Teoretisk referensram: Kapitlet inleds med en beskrivning av begreppet lobbying, hur kopplingen till PR och marknadsföring ser ut samt hur lobbyarbetet går till. Därefter beskrivs allmänhetens, politikers och företags inställning till lobbying. Empirisk studie: I empirin presenteras materialet från alla våra intervjuer samt vår sekundärempiriska undersökning. Respondenterna ger sin syn på fenomenet lobbying och inställningen till det. Detta presenteras under tre separata delar. Slutsats: Studien leder fram till slutsatsen att kopplingen mellan lobbying, marknadsföring och PR kan ses på flera olika sätt, men att framgångsrik lobbying kan påverka marknaden företag är verksamma på. Vi ser också att politiker och företag är positivt inställda, medan allmänheten har dålig kunskap om fenomenet och en mer negativ inställning till lobbying.Title: It’s complicated! – The relationship between lobbying and marketing Authors: Pernilla Jansdotter & Emma Josefsson Advisor: Christine Tidåsen Level: Bachelor thesis in marketing (15 Swedish credits), Spring 2011 Keywords: Lobbying, Public Relations, Marketing, Taboo, Marketing communications Question: How is lobbying used by companies from a PR and marketing perspective and is it considered a taboo form of marketing communication? Purpose: The purpose with this thesis is to explore and describe how companies can avail lobbying from a PR and marketing perspective, and how lobbying workers, the general public and politicians perceive the attitude towards the phenomenon. Method: This thesis is a qualitative study with an abductive reasoning. Six semistructured interviews with lobbyists and other people who work with lobbying have been implemented. 20 smaller interviews with the general public and a secondary empirical study have been done. Theoretical framework: The chapter begins with a description of the concept of lobbying, how it links to PR and marketing, and how lobbying is done. After that a description is made of the public, politicians and corporate attitude to lobbying. Empirical studies: The empirical data presents material from all our interviews and our secondary empirical study. The respondents give their version on the phenomena lobbying and the attitude towards it. This is presented in three different sections. Conclusion: Our study leads to the conclusion that the link between lobbying, marketing and PR can be seen in several different ways, but also that successful lobbying may affect the market of a company. We also see that politicians and businesses are more positive, while the public has little knowledge of the phenomenon and a more negative approach to lobbying.
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Yttermyr, Karl. "Grossistens roll på handarbetsmarknaden : En studie om Järbo Garns kommunikation med sina kunder och återförsäljare." Thesis, Umeå universitet, Institutionen för kultur- och medievetenskaper, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-87468.
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Järbo Garn is a wholesaler in the textile industry. The companys position on the market is under changing circumstances. Therefore Järbo Garn needs to find new ways of developing their marketing. The thesis explores ways for Järbo Garn to do this, by examining different possibilities for the company to strengthen their relationship to their customers and retailers. The thesis is based on theories from three different fields; marketing, Public Relations and organizational communication. Different models is being used to analyze the material, such as the SWOT-analysis, the model of the marketing concept and the four-step Public Relations process. The material was gathered through qualitative interviews, group surveys and web-based surveys. Those methods was based on the theories of Steinar Kvale and Jan Trost. The interviews was done with representatives from Järbo Garn and their retailers. Surveys was sent out to the companys potential customers. The result shows that Järbo Garn have a good relationship with their retailers, who in general are satisfied with Järbo Garns products and services. Though, the staff may be in need of gathering the information about the retailers needs in one place. Some recommendations are given to Järbo Garn from the retailers, where develop the website appears most frequently. The result from the interviews also shows that the company lacks extensive knowledge of their customer, since the information given is minor. Some interesting hints about the customers needs is gathered from the result of the surveys. First, we learn that the customer prefers to shop in specialized stores or online. Then, we see that the customer finds most inspiration from digital channels like forums, blogs and social media. Last, we learn that the customers value quality and that they’re not loyal to any specific brand. In the end, the discussion leads us to believe that the borders between marketing, Public Relations and organizational communication are getting more and more unclear. It finally seems like the appliance of theories from these three fields are a good way of analyzing the situation of different organizations.