公關是一種溝通的管理，主要是擔任組織與公眾間的溝通管理工作，因此若能將企業溝通導入組織策略管理之中，透過一致的訊息和溝通策略，增進內外部利益關係人和企業的互信和瞭解，將能提升組織整體形象和聲譽。Grunig and Hunt (1984)指出公共關係是一種管理功能，即組織與大眾間的管理，主要在評估公眾的態度，使個人或機構政策與程序合乎群眾利益，並在規劃及執行其行動計畫下，達成爭取群眾了解與接納的目的。 公關領域若再遇上了直銷，就更凸顯了關鍵利害關係人的重要。許多公關人員面對直銷產業時，由於不熟悉此產業特性，因此往往使用過往慣用的消費產業思維來處理直銷產業的公關工作，結果發現過往的以終端消費者為主要溝通對象的各種實戰策略或者經驗，其實都使不上力；或者說面臨直銷企業客戶的種種質疑與挑戰。而這困惑就來自於，直銷業的公關溝通對象到底是誰？是終端的使用產品消費者呢？還是直銷商呢？那麼直銷商到底算是內部溝通的對象呢？還是外部溝通對象？公關工作到底對於一家直銷企業的直銷商而言，又扮演了甚麼角色？ 本論文透過文獻的研究、資料收集及整理，加上如新公司品牌調查研究數據，用具體實行五年的大中華個案來說明策略性公關管理在品牌傳播上所扮演的推波助瀾功效，如何運用事件行銷來對主要利害關係對象溝通以協助組織達成目標。 透過此論文希望能拋磚引玉，讓更多人能了解此行業，不再以刻板印象來評斷，直銷公司就跟所有其他行業的公司一樣，差別僅在通路，通路(人)就決定了直銷公司的所有起心動念。本人有幸進入如新公司工作，在一個保守謹慎的公司歷練，希望透過此論文的整理與分析，讓公關與直銷相互激盪創意無限。 / “Public Relations make organizations more effective by developing relations with stakeholders in the internal or external environment that constrain or enhance the ability of an organization to accomplish its mission.” (STRATEGIC MANAGEMENT, PUBLICS AND ISSUES, Grunig and Repper, 1984) In other words, “Everything done must be aligned with corporate vision or mission.” Actually corporate mission is the company’s reason for being. Strategic Management of PR (Grunig, J. E., & Repper, F. C. , 1992) set up 4 stages to define it, which are stakeholder, public, issue, PR/ communication programs and plans. In short, we have to identify whom to influence, what kind of messages to deliver, how to do, and evaluation. I work in NU SKIN since 1993 and before that I was a journalist. In fact, both roles are totally different. As a journalist, I have to dig out the truth and always need to deal with PR team. However, when I become a PR person, I have to face media to fulfil both media’s needs and company’s expectations. Especially I am in Direct Selling industry which is born with sin. The unique business model is easily manipulated by pyramid scheme illegal companies. That is the reason why Direct Selling companies put lots of efforts on image building. Public Relations in Direct Selling industry has to deal with government, media, general public to create a healthy business environment. And for internal communication, it also needs to provide education, training and motivation programs to distributors who are the most productive sales force. I use NU SKIN master forum project as a case study to analyze how important the strategic PR management on brand communications. The study can provide insight value for people interesting in both PR and Direct Selling.

Most newspapers today are struggling to survive in an increasingly fragmented and digital media environment. How have their owners or corporate parents shaped or adapted their business practices to in order to thrive? This question guides the overall approach to this study. The focus is on one newspaper, the Dallas Morning News. In particular, how has the News used corporate messages to respond to the changing media landscape? This study employs forms of rhetorical and discourse analysis to determine the effectiveness of the News' corporate messages during a 10-year period in order to answer this question. This study finds that the News used inconsistent and ineffective corporate communications throughout this tumultuous period.

Problembakgrund: Sportorganisationer, lag och atleter har allt mer börjat ses som varumärken. Precis som att ett varumärke anses vara den absolut mest värdefulla tillgången för ett företag, är det en minst lika värdefull tillgång för sportorganisationer. Dock verkar många sportorganisationer ändå underskatta styrkan i deras varumärke. Problematiken i den tidigare varumärkeslitteraturen är att det verkar finnas ett kunskaps gap i hur man stärker en hel sports varumärke.  Syfte: Syftet med denna studie är att identifiera hur marknadskommunikationen idag ser ut hos en sportorganisation, där den huvudsakliga finansieringen kommer från spelmarknaden. Dessutom belysa vilka kommunikationsverktyg en sport effektivast kan använda i förhållande till resurser och maximal spridning. Slutligen beskriva hur en sportorganisation kan bygga upp ett starkare varumärke.  Metod: Studien är baserad på en fallstudie, där en kvalitativ metod valts och ett deduktivt angreppsätt. Undersökningens empiriska material utgörs av tre djupgående intervjuer med sportorganisationens marknadsavdelning och tre stycken fokusgrupper vilka representerades av hästspelare, sportspelare och neutrala individer, som utgör galoppsportens passiva målgrupp.  Slutsats: Studiens resultat visar att en sportorganisation kan stärka sitt varumärke genom att fokusera på den unika emotionella koppling som individer har till sporter, samt att strategiskt välja kommunikationskanaler som passar väl ihop med organisationens resurser och möjligheter. Slutligen måste en integrerad varumärkeskommunikationsplan integreras i alla sportens avdelningar, för att kunna koordinera budskap och kanaler på ett effektivt sätt. / Sport organizations, teams and athletes have increasingly begun to be seen as brands. Just like a brand is considered to be by far the most valuable asset for a company, it is just as valuable to sport organizations. However, many sport organizations still seem to underestimate the strength of their brands. The difficulties in the previous brand literature is that there seems to be a lack of knowledges about how to strenghten an entire sport.   The purpose of this study is to identify how the market communications today looks like for a sport organization, where the main funding comes from the gambling industry. Then identify which communication tools a sport can use moste effectively in relation to resources and maximum awareness. Finally, decribe how a sport organization can build a stronger brand.  The study is based on a case study, where a qualitative method is chosen, with a deductive approach. The empirical evidence of the survey consists of three interviews with the selected sport organization’s marketing departement and three focus groups which were represented by the horse racings passive taget group, which consist of horse gamblers, sport gamblers and neutral individuals.  The results of the study shows that a sport organization can strengthen it’s brand by focusing on the unique emotional connection that individuals have to sports, and to strategically choose communication channels that fit well with the organization’s resources and options. Finally, an integrated brand communication plan must be integrated throughout all the divisions within the sport, in order to coordinate messages and channels in the most effective way.

Submitted by Rafael Morettini (rafaelmorettini@gmail.com) on 2018-09-18T15:00:35Z No. of bitstreams: 1 FGV_MPA_Dissertação_RafaelMorettini_3.pdf: 587393 bytes, checksum: 8b68f37dd1ece569ba24bbfeed8272f1 (MD5) / Approved for entry into archive by Mayara Costa de Sousa (mayara.sousa@fgv.br) on 2018-09-18T15:03:19Z (GMT) No. of bitstreams: 1 FGV_MPA_Dissertação_RafaelMorettini_3.pdf: 587393 bytes, checksum: 8b68f37dd1ece569ba24bbfeed8272f1 (MD5) / Approved for entry into archive by Mayara Costa de Sousa (mayara.sousa@fgv.br) on 2018-09-18T15:18:48Z (GMT) No. of bitstreams: 1 FGV_MPA_Dissertação_RafaelMorettini_3.pdf: 587393 bytes, checksum: 8b68f37dd1ece569ba24bbfeed8272f1 (MD5) / Made available in DSpace on 2018-09-18T15:18:48Z (GMT). No. of bitstreams: 1 FGV_MPA_Dissertação_RafaelMorettini_3.pdf: 587393 bytes, checksum: 8b68f37dd1ece569ba24bbfeed8272f1 (MD5) Previous issue date: 2018-08-28 / Este trabalho tem como tema central as diferentes estratégias de construção e comunicação de marcas de cervejas especiais no Brasil. Apesar do mercado cervejeiro nacional ser maduro, antigo e internacionalmente competitivo, ainda existe uma carência de estudos no que se refere às suas marcas. Muito pouco se sabe sobre as diferentes estratégias utilizadas para a idealização e sustentação das marcas locais nesse segmento. Por isso, o objetivo desse estudo é o de identificar e estudar as principais estratégias de construção e posicionamento de marca de três empresas no segmento de cervejas especiais atuantes no mercado brasileiro, Cervejaria Dádiva, Cervejaria Eisenbahn e Cerveja Praya, além de avaliar como estes planos são concebidos pela alta administração dessas empresas. Através de revisão da literatura, o primeiro passo dessa pesquisa para atingir o seu objetivo é a contextualização do tema, para depois, através da base teórica, termos a definição exata do que é marca, como é feita a construção da mesma, o que é segmentação, posicionamento e posicionamento premium. A etapa seguinte compreende o estudo de caso das três cervejarias citadas, de modo a entender como elas estruturaram ou aplicaram as suas marcas em nosso território. Para depois fazermos uma análise comparativa entre as mesmas, que avalie missão, valores, personalidade de marca, posicionamento, comunicação e gestão de marcas, de modo a relacionar como a teoria é utilizada para dar significado ao mundo real. Espera-se que este trabalho possa contribuir com informações relevantes e atuais sobre o estudo de marcas de bebidas brasileiras. Para a prática empresarial, acredita-se que esse estudo possa auxiliar todos aqueles que, em futuros projetos, necessitem da criação de marca para o lançamento de novos produtos, especialmente dentro do mercado de cervejas. / This research has as central theme the different strategies of brand building and communications for premium beers in Brazil. Despite the fact that the Brazilian market is mature, traditional and internationally competitive, there is still a lack of studies regarding its brands. Little is known about the different strategies used to idealize and sustain local brands in this segment. Therefore, the objective of this study is to identify and study the main strategies of brand building, positioning and communications of the companies in the segment of special beers operating in the Brazilian market, Cervejaria Dádiva, Cervejaria Eisenbahn and Cerveja Praya, besides evaluating how these plans are designed by the top management of the selected companies. Through a literature review, the first step of this research to reach its objective is the contextualization of the theme, and then, through the theoretical framework, have the exact definition of what is a brand, how it is constructed, what is brand positioning, and premium positioning. The next step comprises the case study of the three mentioned breweries, in order to understand how they structured and applied their brands in our territory. Then there is a comparative analysis, which evaluates mission, values, brand personality, positioning, communications and brand management, in order to relate how the theory is used to give meaning to the real world. It is expected that this work can contribute with relevant and current information about the study of Brazilian beverage brands. For the business practice, it is believed that this study can help future projects that need to brand building for new products, especially in the beer market.