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.

Den här uppsatsen ämnar studera effekterna av att använda sig av en viss typ av PR i marknadsföring. En aktuell debatt i media idag diskuterar huruvida man får luras i PR eller inte och i och med detta har vissa kampanjer kallats för bland annat PR-bluffar, kuppar och fejk-PR.  Fenomenet PR-bluff har gått ut på att lansera en kampanj som ska leda till reaktion inom målgruppen för att sedan, efter en viss tid, avslöja det verkliga syftet med aktionen. Genom fallstudier har vi undersökt två kampanjer av detta slag och vad resultat av dessa blivit enligt kommunikationsbyrå, kund och allmänhet och därefter ställt utfallet emot relevanta marknadsförings- och kommunikationsteorier. Dessa teorier betonar starka relationer och tillit mellan företag och dess kunder för att alstra framgång och således kan PR-kuppar ses som motsägelsefulla i marknadsföringssyfte. Utfallet av kampanjerna i fallstudien har dock varit positiva och vi har kunnat se att relationen till kund och dess tillit till företaget inte behöver ta skada av denna typ av PR. I vår slutdiskussion reflekterar vi dock över om PR-kuppar har en kortsiktig positiv effekt men att i det långa loppet kan skada tillit och relationer, och om den negativa debatten i media kan vara en effekt av relationerna mellan olika parter i kommunikationsbranschen.

This study examined how the public relations function was perceived by top administrators as viewed by public relations directors (Phase 1), and how that perception compares with the "ideal" or preferred function as indicated by public relations within Indiana colleges and universities (Phase 2). Out of 46 possible subjects, 32 participated in a survey which represented a 70% response rate.After Q-Sorts have been tabulated, the researcher concluded that respondents from phase 1 were divided in their responses into two equal groups with no clear majority of response being represented consistently. On the other hand, phase 2 respondents showed strong conviction with a dominant majority of respondents showing consistency in their selection. / Department of Journalism

This thesis examines the public relations evaluation process in a nonprofit organization. By conducting a case study of a nonprofit organization’s approach on evaluation, the researcher investigates and analyzes the common success indicators found in the theoretical public relations evaluation models and the success indicators used by the nonprofit organization in its evaluation. Based on the findings of this study, a theoretical model of public relations evaluation dedicated to the nonprofit organization is proposed. The results of the analysis reveal that the nonprofit organization values evaluation and looks at it as tool for improving the organizational impact. This thesis proposes that the evaluation of the nonprofit organization should focus more on the role of public relations as a bridge between the nonprofit and its audience, and between the organizational goals and the community goals. The proposed model of public relations evaluation is aimed at helping the organization to better fulfill its objectives and to pave the way towards a dedicated theoretical framework for nonprofit public relations evaluation. / Department of Journalism

The public relations business has grown from almost nothing to a large international industry the last decades. Throughout the history the industry has struggled with a lot of critique and public relations has become a negative symbol for manipulation of information. Because of this negative view of the industry and the medial change taking place, the purpose of this study is to investigate how two different generations think about public relations. More accurate, the study will through a qualitative interview study explore how young people from a highschool in Luleå and elder people from Luleå township thinks about pubic relations, and most imortant why they have this particular view. By creating four focus groups, two with men and two with women, this also enables a comparative study between the gender.   The focus groups were later analyzed and compared to two selected groups of theories on public relations, the theories were positive and critical theories compound in two categories. Critical theories was Habermas on the public sphere (2003), Weaver, Motion och Roper on democratic issues (2006), Jahansoozi on trancparency and dialogue (2006) and Davis also on democratic issues (2007). The positive or normative theories was Grunig (1992) and Cutlip (2000) on a over all positive perspective. In the study all the focus groups tended to, more or less, have a critical view on public relations. The elder men were by far most critical and argued abour risks, problems and public relations as a tool for lying. On the other hand the younger men were the most liberal and positive to public relations, meaning that along with the risks, public relations creates a lot of good opportunities such as publicity and attention. The other two focus groups with women were somewhere in between. The younger women were, as the younger men, a lot more positive than the elder ones.

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Thesis (Ph.D) - University of Queensland, 2006. / Includes bibliography.

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År 2017 publicerades en artikel av svensk massmedia i samband med metoo- rörelsen. Artikeln rörde sexuella övergrepp av en känd profil med mycket makt inom svensk finkultur. Mannen hade nära samband med den välkända institutionen Svenska Akademien. Redan 1997 uppmärksammades anklagelserna gentemot mannen av kvällstidningen Expressen. Trots det hanterades inte anklagelserna förrän en ny artikel publicerades av Dagens Nyheter 21 år senare. Studien undersöker dels varför nyheten fick plats på medieagendan både 1997 samt 2017 samt om de två artiklarna vinklats. Studien undersöker sambandet mellan media och PR-utövare. Rapporteringen studeras genom teorierna om nyhetsvärderingens glasögon och tar utgångspunkt i marknadskommunikation. Studiens analysavsnitt utgörs först av en övergripande kvalitativ innehållsanalys, därefter följer en ytterligare mer djupgående kvalitativ innehållsanalys av Expressens och Dagens Nyheters artiklar. De första två analysmetoderna ämnar till att besvara varför händelsen fått plats på medieagendan, enligt nyhetsvärderingsteorier. Vidare används en tredje kvalitativinnehållsanalytisk metod som ämnar att på en mer tolkande nivå granska om och hur de tvåartiklarna vinklades i media. På så sätt besvaras studiens båda forskningsfrågor. De största skillnaderna mellan hur artiklarna framställs låg i vem som fick komma till tals samt hur stort utrymme och den grad av seriositet händelsen gavs då den publicerades. Artiklarna skildes även åt i fråga om värdeladdade ordval samt i hur journalisten valde att framställa texten. En stor skillnad var också i vilken tid händelsen uppmärksammades. Studien granskade en händelse där tiden utvisat att hur en nyhetsartikel framställs kan påverka allmänhetens bild av verkligheten samt allmänhetens inställning till en institution. Genom studien vill vi belysa att nyhetsmedia utgör en central roll i samhället och att de ansvarar för att delge en sanningsenlig och verklighetstrogen bild av omvärlden. Därför är det viktigt att uppmärksamma olika versioner av samma händelse som publicerats i media, vilket är vad studien ämnat att göra. / As a part of the emersion of the so called metoo -movement in 2017, an article was published by the Swedish mass media. The article concerned allegations of sexual abuse against a highly esteemed and powerful profile within the Swedish cultural scene. The accused man had a close connection to the well known institution the Swedish Academy. The study is based on marketing communication and focuses on the relationship between news media and public relations-strategists. Claims of sexual abuse had previously been brought to attention by the evening newspaper Expressen in 1997. Even so, the accusations were not dealt with until the second article was published by Dagens Nyheter 21 years later. The study investigates partly why these events were selected to be published as news both in 1997 and in 2017.Furthermore, the study investigates whether the two articles were angled according to theories of newsworthiness. The first part of the study's analysis consists of an overall qualitative content analysis, then it continues with a further more in-depth qualitative content analysis of Expressen's and Dagens Nyheter's articles. The first two methods of analysis aim to answer the first research question, why the event took place on the media agenda, according to theories of newsworthiness. In order to answer the study’s second research question a third qualitative content analysis model is used. It aims to examine how the two articles were angled in the media at a more interpretative level. The study dealt with an event where time has shown that the same event could cause different outcomes and consequences for PR-strategists depending on what insight the public gain through news media and depending on how the news article was produced. We found that the main differences between the articles were; who got to speak and how much space and the degree of seriousness the event was given when it was published. We wish to shed light on the fact that the news media play a central role in informing society and that they are responsible for sharing a truthful and realistic image of the world. Therefore, it is important to pay attention to the possible lack of such truthful versions in the media. Two articles published by the media have been addressed in the study. The study is written in Swedish.