Big data analysis and inbound marketing are interlinked and can play a significant role in the identification of target audience and in the production of communication content as per the needs of target audience for strategic communication campaigns. By introducing and bringing the marketing concepts of big data analysis and inbound marketing into the field of strategic communication this quantitative study attempts to fill the gap in the limited body of knowledge of strategic communication research and practice. This study has used marketing campaigns as case studies to introduce a new strategic communication model by introducing the big data analysis and inbound marketing strategy into the three staged model of strategic communication presented by Gulbrandsen, I. T., & Just, S. N. in 2016. Big data driven campaigns are used to explain the procedure of target audience selection, key concepts of big data analysis, future opportunities, practical applications of big data for strategic communication practitioners and researchers by identifying the need for more academic research and practical use of big data analysis and inbound marketing in the strategic communication area. The study shows that big data analysis has potential to contribute in the field of strategic and target oriented communication. Inbound marketing and big data analysis has been used and considered as marketing strategy but this study is an attempt to shift the attention towards its role in strategic communication so there is a need to study big data analysis and inbound marketing with an open mind without confining it with some particular fields.

A Comunicação Organizacional é um instrumento precioso e imprescindível tanto como ferramenta auxiliar no planejamento estratégico integrado quanto na prevenção ou resolução de uma crise de imagem, sendo esta definida como uma entidade externa e uma construção mental que inclui ideias, sentimentos, atitudes, conceitos mentais e expectativas, e que pode afetar diretamente a relação da organização com o seu público (STERN; ZINKHAN; JAJU, 2001). As estratégias de Comunicação Organizacional interferem diretamente ainda na recuperação da credibilidade e na reconstrução da imagem corporativa após um incidente de crise. Este estudo apresenta estratégias de Comunicação Organizacional e de Gestão de Crise de Imagem adotadas pela Assessoria de Comunicação do Instituto Federal de Educação, Ciência e Tecnologia do Rio Grande do Sul – Campus Caxias do Sul. Dois anos depois de ter sido instituído, em 2010, o IFRS Campus Caxias do Sul enfrentou uma crise ocasionada pelo atraso na conclusão da obra da sede definitiva, fato que ocasionou protestos dos alunos, pais e servidores da instituição e que foi amplamente divulgado pela imprensa O início do trabalho de Comunicação Organizacional se deu em 2013, a partir de um planejamento de comunicação estratégica. Inicialmente, foi realizada uma pesquisa qualitativa exploratória com os stakeholders (alunos, servidores, pais ou responsáveis e profissionais da imprensa), a fim de ampliar os conhecimentos sobre o contexto da crise. Após o diagnóstico da situação, foi realizado um Planejamento de Comunicação Organizacional e um Plano de Gestão de Crise de Imagem, com base no modelo de Timothy Coombs, elaborados para que a instituição pudesse recuperar a imagem abalada e a credibilidade do seu público de interesse. A implantação das estratégias de comunicação e do Plano de Gestão de Crise de Imagem foi planejada e executada em conjunto pela assessoria de comunicação e os gestores responsáveis pela instituição e resultaram em maior proximidade com o público e maior transparência nas relações, despertando o sentimento de pertencimento dos stakeholders em relação à instituição. / Organizational Communication is a precious and indispensable instrument as an auxiliary tool in integrated strategic planning and in the prevention or resolution of an image crisis, defined as an external entity and a mental construct that includes ideas, feelings, attitudes, mental concepts and Expectations, and that can directly affect the organization's relationship with its public (STERN; ZINKHAN; JAJU, 2001). The Organizational Communication strategies directly interfere in the recovery of credibility and in the reconstruction of the corporate image after an incident of crisis. This study presents strategies of Organizational Communication and Image Crisis Management adopted by the Communication Department of the Federal Institute of Education, Science and Technology of Rio Grande do Sul - Caxias do Sul Campus. Two years after it was instituted in 2010, The IFRS Campus Caxias do Sul faced an image crisis caused by the delay in the completion of the definitive headquarters work, a fact that provoked protests from students, parents and employees of the institution and was widely publicized in the press. The beginning of the work of Organizational Communication occurred in 2013, from a strategic communication planning. Initially, a qualitative exploratory research was carried out with the stakeholders (students, servants, parents or leaders and the press) in order to increase knowledge about the context of the crisis After the situation was diagnosed, an Organizational Communication Plan and an Image Crisis Management Plan, based on the Timothy Coombs model, were prepared so that the institution could recover the shaken image and the credibility of its target audience. The implementation of the communication strategies and the Image Crisis Management Plan was planned and carried out jointly by the communication advisor and the managers responsible for the institution, and resulted in greater proximity to the public and greater transparency in the relations, arousing the feeling of the stakeholders in relation to the institution.

This study aims to examine what competencies are expected from a strategiccommunicator 2019, as well as how education and the work field is cooperating.Expectations on competencies regarding the strategic communication profession and thecooperation between education and work field is analyzed based upon empirical data. Thedata is conducted from a combined quantitative and qualitative online-survey withstudents at the strategic communication at Umeå University (N = 45), and semi-structuredqualitative interview with associate professor at the program for strategic communicationat Umeå University and a selection of employees from six different companies within theprivate sector. Two different Likert-scales is used for measuring collaboration andcompetencies in the online-survey. Strategic communication theory and complexity theoryare used for discussion of the analyzed data. The results show that students find the levelof collaboration between education and work field to be low (mean score falls under 3 outof 7 for all the variables). However, the majority have been in touch with companieswithin strategic communication (68 percent). Education and work field show a low levelof cooperation, but both parts want to increase the collaboration. The only competencythat is mentioned by all three parties is to be creative. Generally, for all three parties, thereis a focus on subjective characteristics rather than technical and practical ability andcompetence. There is a natural development of a higher demand on communicativeorganizations and strategic communicators must therefore practice communication in itscomplexity and leave the transmission model in order to move toward aprofessionalization. The variety of competencies required can be explained fromcomplexity theory that the strategic communicator benefits from being complex andflexible to meet the demands from a complex society. Thus, the conclusion is that theresults show a need for an increased level of communication between education and workfield.

The U.S. Department of Defense spent $11 billion in enlistment and retention bonuses from 2006 to 2010, which had only a marginally positive effect on the enlistment rate for the Army. The case study addressed this business problem of recruiting by exploring marketing strategies successful recruiting professionals used to motivate individuals to join the military. The purpose of this study was to determine effective recruiting strategies. Therefore, it incorporated the conceptual framework of emergent strategy theory, which postulated the best strategies are neither completely planned nor completely random, but are rather an adaptation to changing dynamics and circumstances. The population consisted of 2 former recruiters, 1 from the Army and another from the Marine Corps, as well as 38 college students located in Wilkes-Barre, Pennsylvania. Data for the study morphed from face-to-face interviews and 3 focus groups comprised of 10 to 15 students each, for the purpose of addressing the research question. Data analysis occurred through a process of coding and theming. The 9 themes identified included tell the story, advertising strategies, and fit for duty. A lesson learned from these themes was that the key for successful recruiting strategies lies in aligning with the wants and needs of individuals in the target demographic. If senior leaders in the Department of Defense followed the recommendations provided, each of the branches of the military service could potentially achieve higher recruiting rates at a lower cost. The study could result in social change whereby eligible recruits could view the Army and Marine Corps as professions of arms in which individuals can live out their ideals of patriotism but also have a good quality of life due to the benefits of military service.

During the 2008 South Ossetia war, Georgia and Russia fought what the English-language media called "a public relations war“. This was an interesting example of modern information warfare where governments allied with public relations agencies battled for symbolic power on the media field. This study investigates the information campaign that the Georgian government launched to promote their framing of the conflict in the English-language media. First-hand information about the campaign strategies and techniques is gathered by interviewing the people who worked as PR consultants for the Georgian government during the war in 2008. The eventual PR output is mapped and press release texts are compared with articles from The New York Times and The Washington Post in a framing analysis. The results indicate that Georgia won the PR war as the coverage in the U.S. newspapers clearly supported Georgia's framing. This outcome is attributed to the Georgian side's media management activities that skillfully anticipated the needs of the foreign correspondents covering the conflict. However, the study points out that the supportive coverage was not the result of Georgia's information campaign only. Other factors have to be taken into account, most notably the U.S. administration's strong backing of the Georgian leadership that shaped the tone of the articles written about the war. Future research should look at how the war was covered in countries with less explicit political support for Georgia, as well as investigate the PR efforts on the Russian side during and after the war.

Both as leader and employee you need a perception of the organisational identity. The purpose of this thesis is to identify leaders’ perception of using communication to develop and implement the organisational identity with the employees and also to identify how the internal work with the organisational identity can contribute in making the employees good ambassadors for the organisation. Data has been gathered through qualitative interviews with four leaders at a future large organisation. By connecting and analysing the empirical findings with relevant theories we came to the conclusion that the leaders’ percept the communication as vital and that they consider creating the foundation of the organisational identity as their responsibility. They value co-creation and an open communication with the employees. We make the conclusion that ongoing communication is essential for including employees in the development of the organisational identity and in making these good ambassadors.

The technological progress of the world has had a massive effect on how we communicate with one and other, it also has had an big impact on how companies communicate with their customers and consumers. Today you cannot only communicate a “promise to your costumers and consumers you also have to “deliver” what it is you promise. Strategic communication is today not only to market your product but to ensure that your strategic communication is shown even in you innovation, design and product development.  This thesis is conducted in collaboration with No Picnic AB. The purpose of this study was to get an insight in how Swedish companies use their strategic communication. We aim on bringing a new point of view of strategic communication with innovation, design and product development also as a communication channel. Another hope is to get an understanding on how companies work with strategic communication on a practical level for use as media and communications students. Our problem is conducted as following: How does Swedish companies strategically communicate with their costumers and consumers? To achieve our purposes we did a qualitative investigation based on interviews with communicators on five Swedish companies. Our conclusion from the study is that combination of a strategically well performed “promise” and a well designed and developed “delivery” is to prefer for future success. Just being seen is not enough any more your products also has to communicate your company values in order to reach your visions.

Abstract Title: Brand communication – An analyze of Borka and BayIcons communicative labor in relations with WJOS. (Varumärkeskommunikation – En analys av Borka och BayIcons kommunikativa arbete i relation till WJOS) Number of pages: 53 (55 including enclosures) Author: Johan Larsson Tutor: Göran Svensson Course: Media and Communications Studies C Period: Second term / autumn 2007 University: Division of Media and Communication, Department of Information Science, Uppsala University Purpose/aim: The purpose of this essay is to study how two small Swedish clothing companies, Borka and BayIcon, manage their brand communication. Brand communication includes work with target groups, brands, media and finally communication in a bigger perspective. The clothing companies are compared and analyzed thru a perspective of an advertising agency. Material/method: This essay uses two case studies with qualitative research interviews as methods. The material is combined by three interviews, one with Borka, one with BayIcon and one with WJOS. Main result: Borka uses newspaper adverts, fairs and sponsoring as their mixture of mediums. BayIcon uses web pages, events and sponsoring. The events, fairs and sponsoring are arranged under the definition arrangements and it is the richest form of communication because it gives the opportunity of a dialog. The dialog is a good way to get in touch with the customers. Both Borka and BayIcon use a strategic way of working with communication, which emphasizes that communication is created in a dialog between the customer and the company. The biggest difference between WJOS and Borka and BayIcon is that the clothing companies work more with what they think is right and less with strategies. Keywords: brand, communication, target groups, events, strategic communication, dialog, advertising.

The purpose of this bachelor thesis is to examine the different ways thatFamiljehemscentrum use to increase the number of families that show interest in takingcare of foster children. This thesis will examine which families are targeted by Familjehemscentrums present communication, which families they should target in thefuture and also the best way to do that. In order to answer these questions a number of interviews were conducted. The first interview was a group interview with three social workers that all work at Familjehemscentrum. Three more individual interviews were conducted with representatives from foster families to investigate how they were recruitedand what they think about being a foster family. The study is based upon relationship management and different communication models identified in the Excellence-study. The results of the interviews showed that Familjehemscentrums communication is directed at heterosexual, non-religious, Swedish born families that live outside of the city. If they widen their target group to include homosexual, religious and non-Swedish born families they would have more families to pick from when deciding who should take care of a foster child. The social workers explained that they would like to see more young families become foster families. The conclusion of this thesis is that Familjehemscentrum can target these young families, along with other types of families, by using social media in a greater extent and also by using the present foster families as a type of ambassadors.

The Swedish governments goal for the public health is to operate for a society with good conditions to be healthy. Many people today are very conscious about their health, at the same time alcohol is a recurring element in many day-to-day situations. IOGT-NTO is an organization that is working towards making sobriety to be the rule rather than the exception. This work is linked together by the organizations communication, which is a vital part to be able to present a unified view outward. In order to do that, it is particularly important that there are common goals and strategies to work towards. Therefore, the purpose of the study is to investigate IOGT-NTOs approach to policy documents and the role they play in their everyday work with communications, and also how they carry out evaluation of their work.   The case study’s theoretical background consists of Strategic Communication, which for structure's sake is divided into sub-categories, Public Relations and Organizational Communication, Internal Communication, External Communication and Evaluation. The study has an abductive approach and uses qualitative methods. The study was conducted using focus interviews and text analysis, which together constituted a triangulation of methods.   The result of the study shows a consistent picture of the steering documents function, they are seen as guidelines that the communicative work is based on. Because of a widespread informal communication documents are not used on an everyday basis, but is instead something that ensures that the work follows the strategy the organization has taken. Evaluation is conducted largely through informal communication between colleagues and is rarely documented as it has a lower priority than other tasks. Therefore, there is potential for development, but in order to spend time on it, a clear goal of how evaluations in this case can be used is required. The study thus contributes to research by highlighting the importance of formulating clear policy documents and implement them when communicating, and that evaluation is a tool which can be used to develop the way that organizations work with communication. / Den svenska regeringens mål för folkhälsan är att verka för ett samhälle med goda förutsättningar för hälsa. Många människor är idag väldigt hälsomedvetna, samtidigt är alkoholen ett återkommande inslag i många vardagssituationer. IOGT-NTO är en organisation som jobbar för att nykterhet ska vara regel hellre än undantag i sådana situationer. Arbetet med detta knyts ihop av organisationens kommunikation som är en viktig del för att kunna uppvisa en enhetlig bild utåt. För att kunna göra det är det bland annat viktigt att det finns gemensamma mål och riktlinjer att arbeta efter. Därför är studiens syfte att undersöka IOGT-NTOs syn på styrdokument och vilken roll de har i det vardagliga arbetet med kommunikation, samt hur de jobbar med utvärdering av sitt arbete.   Fallstudiens teoretiska bakgrund består av Strategisk kommunikation som för en djupare förståelse och för strukturens skull är indelad i underkategorier, Public Relations och Organisationskommunikation, Intern kommunikation, Extern kommunikation och Utvärdering. Studien har en abduktiv ansats och ett kvalitativt förhållningssätt och den har genomförts med hjälp av metoderna fokusintervjuer och textanalys, som tillsammans utgjort en metodtriangulering.   Resultatet visar en samstämmig bild av styrdokumentens funktion, de ses som riktlinjer som det kommunikativa arbetet utgår från. På grund av en utbredd informell kommunikation är dokumenten ingenting som används på en vardaglig basis utan är istället något som säkerställer att arbetet följer den tagna strategin. Även utvärdering sker till stor del genom informell kommunikation kollegor emellan och dokumenteras sällan då den har lägre prioritet än andra uppgifter. Det finns potential att utveckla detta, men för att lägga tid på det krävs ett tydligt mål för hur utvärderingarna i så fall kan användas. Studiens bidrar således till forskningen genom att den belyser vikten av att formulera tydliga styrdokument och implementera dem i arbetet när man kommunicerar, samt att ett sätt att utveckla kommunikationsarbetet är att utvärdera.