AbstractTitel: PR-konsulter och journalister – grannar som inte hälsar? En kvalitativ studie om nyhetsvärde i svenskt PR-arbete.Författare: Alicia Asklund och Desirée FrankNivå: Examensarbete på kandidatnivå inom Medie- och kommunikationsvetenskap Institution: Konst, Kultur och Kommunikation (K3)Fakultet: Kultur och samhälle Lärosäte: Malmö universitet Handledare: Emil Stjernholm Examinator:Termin och år: Vårterminen 2019Sökord: PR, nyhetsvärde, nyhetsvärderingskriterier, neoinstitutionell teori, gatekeeping, medielogik, medialisering, tematisk analys, retorisk analys, kvalitativ studie, intervju, textanalysSökord: PR, nyhetsvärde, nyhetsvärderingskriterier, neoinstitutionell teori, strategisk kommunikation, tematisk analys, retorisk analys, kvalitativ studie, intervju, textanalysProblembakgrund och syfte: Konkurrensen om medieutrymmet ökar och skapar nya kommunikativa spelregler som PR-konsulterna måste förhålla sig till. Mot bakgrund av denna utveckling är det intressant att studera hur PR-konsulter arbetar med nyhetsvärdering som strategisk kommunikation. Syftet med denna studie var således att undersöka vad som utgör nyhetsvärde i en svensk kontext och ta reda på om och i så fall hur PR-konsulter tillämpar nyhetsvärderingskriterier i deras skapande av pressmeddelanden.Metod och material: Studien är genomförd med hjälp av semistrukturerade kvalitativa tematiska intervjuer med fem PR-konsulter från tre olika PR-byråer i Sverige. Vidare genomfördes kvalitativa retoriska textanalyser på ett pressmeddelande från respektive respondent.Resultat: Resultatet av studien visar att de nyhetsvärderingskriterier som vi utgick ifrån tillämpas av PR-konsulter i deras arbete med pressmeddelanden. Vår studie visar även på att det respondenterna sagt och vad de faktiskt praktiserar i utformandet av pressmeddelanden inte överensstämmer, tillämpandet av nyhetsvärderingskriterier kan således anses vara medvetna och delvis omedvetna handlingar. Medan vissa av PR- konsulterna ansåg att de utgår ifrån bestämda strategier relaterade till nyhetsvärde menade andra att arbetet drivs av intuition. Överlag visar resultatet i studien att PR-konsulterna har en liknande syn på nyhetsvärde och att de är eniga om att det är journalisten (som gatekeeper) som i slutändan bestämmer över vad som i slutändan publiceras. / AbstractTitle: News value in swedish PR. A qualitative study about news value in swedish PR Authors: Alicia Asklund and Desirée FrankLevel: Media and Communication studies: Degree project/Bachelor level Institution: School of Arts and Communication (K3)Faculty: Culture and SocietyHigher Education Institution: Malmö UniversitySupervisor: Emil StjernholmExaminer:Term and year: Spring term 2019Keywords: PR, news value, news value theory, institutionalized theory, gatekeeping, media logic, tematic analysis, retoric analysis, qualitive study, interview, textanalysisBackground and objective of study: The competition for the media space is growing and creates new communicative rules that PR-consultants must comply with. With this change in mind, it’s interesting to to study how PR-consultants works with news values as a strategic communication tool. The goal with this study was therefore to investigate what classifies as news value in a swedish context as well as to find out if and how these are used by PR-consultants in the creation of press releases.Methods: The study was conducted using semi-structured qualitative tematic interviews with five PR-consultants at three different PR-companies in Sweden. Furthermore we conducted qualitative retoric textanalysis using one press release from each PR-consultant. Results: The study shows that our selected news values are being utilized by PR- consultants in their work with press releases. The study also shows that what the interviewees said and what they actually did in their work with press releases, did not correspond. The utilization of news value criteria could therefore partly be due to conscious and subconscious actions. While some of the PR-consultants stated that they use strategies related to news values others seemed to think they simply use their intuition. Overall the result shows that PR-consultans have a similar view on news values and they all agree on that the journalist works as the gatekeeper and has the final say in what gets publicized or not.

Denna kandidatuppsats ämnar studera de omfattande strukturella organisationsförändringarna och sammanslagningar i Lunds stift och särskilt Malmös pastorat i Sveriges kyrkan. Uppsatsen kommer att undersöka vilka institutionella logiker som legat bakom diskussionen som ledde till strukturförändringen och försöker visa huruvida strukturförändringen löste de beskrivna problemområdena. Uppsatsen visar att Svenska kyrkan beslutsprocess består av två institutionella kollektiva identiteter. Dessa identiteter har i Malmö pastorat lett till polemik och även en indirekt maktkamp till följd av den hierarkiska diskrepansen mellan de kollektiva identiteterna.Den ackumulerade information som uppsatsen grundar sig på är baserad på textanalys av sammanträdesprotokoll, tillsammans med informationen samlad från akademiska böcker och artiklar. Dispositionen av denna uppsatts innefattar ett inledande kapitel om läget i andra lutherska samfund, sedan ett teorikapitel, följt av ett kapitel som beskriver metoden som används i denna uppsats. Därefter följer resultatet av undersökningen, och avslutar med ett diskussionskapitel och uppsatsens slutsats. / In this bachelor thesis, we study the extensive structural reorganization and parish mergers in the diocese of Lund and mainly the parish of Malmo in the Church of Sweden. We will investigate which institutional logics has led to the problem debate that led to the merger and the thesis tries to show if the merger facilitated the areas described. The research found that the Church of Sweden's decisionmaking process constitutes of two institutional collective identities. This identity has in the parish of Malmo led to a polemic among them self and also to an indirect power struggle due to the hierarchical discrepancy between the collective identities.The accumulated information which the thesis is based on comes from text analysis of meeting minutes, along with the information collected from academic books and articles. The outline of this report consists of an introductory chapter on the situation in other Lutheran denominations, then a theory chapter, followed by the chapter describing the method used in this thesis. Then follows the result of the research, eventually ending with a discussion chapter and the thesis conclusion.

During the last decade, the Swedish Armed Forces have been struggling to achieve recruitment goals and to retain military personnel. To attract more people to join the agency, and to increase the knowledge about the agency’s role and function in society, the Swedish Armed Forces continuously run campaigns. Furthermore, the Swedish Armed Forces is a government agency with a mission that is determined by the Swedish government through government decisions. It can therefore be argued that it is important that the campaigns portray the agency’s mission in a correct and truthful way. The purpose of this study has been to investigate how the Swedish Armed Forces portray their mission in their campaign films, and to what extent it corresponds with the agency’s official mission. The research questions are thereby: (1) How is the mission of the Swedish Armed Forces portrayed in two campaign films from 2018 and 2020? (2) To what extent does the Swedish Armed Forces' communication about the agency's mission correspond with their official mission presented in the government decision? (3) Based on identified semiotic resources, and with a neo-institutional perspective on strategic communication, what type of communication has been allowed to take place in the Swedish Armed Forces' campaign films? To answer the research questions, a qualitative data analysis was conducted on a government decision constituting the overall direction of the Swedish Armed Forces, and a multimodal critical discourse analysis was conducted on two campaign films produced by the agency The results were compared, and analyzed through the lens of a neo-institutional perspective on strategic communication. In summary, it can be stated that the study finds that the Swedish Armed Forces, in the two campaign films, portray their mission in a way that greatly corresponds with their official mission as presented in the government decision.