Search results

1 – 10 of over 91000
To view the access options for this content please click here
Article
Publication date: 7 August 2017

Anke Wonneberger and Sandra Jacobs

Visibility in the media is considered important for organizations, as it is alleged to affect their reputation, public legitimacy, and stakeholder relations. Strategies…

Abstract

Purpose

Visibility in the media is considered important for organizations, as it is alleged to affect their reputation, public legitimacy, and stakeholder relations. Strategies for media relations often discern corporations, public organizations, and non-governmental organizations (NGOs). The media attention for those organizations is, however, often studied in isolation. The purpose of this paper is to introduce the concept of media positioning to compare media coverage for corporations, public organizations, and NGOs.

Design/methodology/approach

A quantitative content analysis of the media coverage of 61 Dutch organizations was conducted. The comparison focused on three aspects of media positioning: prominence, context, and evaluation.

Findings

Public organizations and corporations were most similar, whereas corporations and NGOs differed most strongly in their media positioning. Corporations appeared most prominently in the media. While corporations and public organizations were more often related to organizational issues, NGOs were more often linked to substantial issues and received more positive coverage.

Originality/value

Insight into the content, amount, and tone of organizational media coverage is crucial for the formulation of public relations strategies by corporate communication professionals. The analysis shows whether and how the prominence, context, and evaluation differs among corporations, public organizations, and NGOs. The findings shed light on institutional factors that affect the visibility of different types of organizations, thus enabling future scholars in the field of visibility analyses in corporate communication to refine theories on drivers and characteristics of media coverage regarding different types of organizations.

Details

Corporate Communications: An International Journal, vol. 22 no. 3
Type: Research Article
ISSN: 1356-3289

Keywords

To view the access options for this content please click here
Article
Publication date: 13 May 2014

Charles Blankson, Stavros P. Kalafatis, Stanley Coffie and Markos H. Tsogas

The purpose of this paper is to undertake a comparative examination of the media types used in projecting positioning strategies of service brands, and to establish…

Abstract

Purpose

The purpose of this paper is to undertake a comparative examination of the media types used in projecting positioning strategies of service brands, and to establish whether there is evidence of congruence/fit between managerial decisions, adopted communications and target audience perceptions of positioning strategies of the brands. The relative congruence among intended, conveyed and perceived brand positions is an important research task. Also, how to ensure such synergy and minimize incongruence is an important research question both to theory and to practice.

Design/methodology/approach

Following extensive review of the literature, triangulation research method (face-to-face long interviews, survey and content analysis) characterized this study.

Findings

The findings reveal that overall parity between the three media (TV; newspaper; and pamphlets, leaflets, brochures and billboards) is evident in terms of failure to translate managerial decisions into corresponding positioning messages. The findings also show that fit or congruence between managerial decision and communicated message fails to deliver the desired message in 19 per cent of the observations. Further 23 per cent of the adopted strategies are neither present in communications nor perceived by the target audience. Irrespective of a positioning strategy being adopted or not, there is total congruence/fit between messages in newspapers and target audience’s perceptions, while the corresponding results for TV and other media are moderate. Moreover, channels for positioning offerings can be multifaceted and they do not strictly have to occur via communications. Only “brand name” positioning strategy demonstrates total fit, while “top of the range” shows high frequency of failure to translate managerial decisions into appropriate communication messages.

Originality/value

This paper offers useful insights into the overall differences between the three media (TV; newspaper; and pamphlets, leaflets, brochures and billboards) in the positioning of service brands. The study is a step forward in the diagnosis of the congruence/fit or coherence in the positioning activities between managers, firm practices and consumers’ perceptions. Without this knowledge, executives may encounter difficulties and challenges in their efforts at establishing, maintaining or reframing market “positions” for their offerings.

Details

Journal of Product & Brand Management, vol. 23 no. 3
Type: Research Article
ISSN: 1061-0421

Keywords

To view the access options for this content please click here
Article
Publication date: 1 April 2003

Brendan J. Gray, Kim Shyan Fam and Violeta A. Llanes

Although universities are increasingly competing for international students, little has been written about the influence of cross‐cultural values on the positioning of…

Abstract

Although universities are increasingly competing for international students, little has been written about the influence of cross‐cultural values on the positioning of international education brands. This study investigates the values that students in three Asian markets place on overseas university education, and the media they use to gain information about universities. The results suggest that a common media mix can be utilized in Malaysia, Singapore and Hong Kong, and that a standardized or adapted branding strategy could be adopted, depending on how many of these markets universities wish to target. The results have important implications for the positioning of international university brands in Asian markets.

Details

Journal of Product & Brand Management, vol. 12 no. 2
Type: Research Article
ISSN: 1061-0421

Keywords

To view the access options for this content please click here
Article
Publication date: 10 May 2011

Josef Pallas and Magnus Fredriksson

The purpose of this paper is to outline a conceptual framework for the institutional preconditions for media work and how organizations establish these conditions.

Abstract

Purpose

The purpose of this paper is to outline a conceptual framework for the institutional preconditions for media work and how organizations establish these conditions.

Design/methodology/approach

The work concurs with the stream of scholars who use social theory as their starting‐point to understand and make sense of public relations as a societal phenomenon. Based on earlier empirical analysis and theoretical arguments this paper supports the notion of corporate media work as being much more complex and extensive than was earlier recognized. Vital to this is mediatization, a concept describing how media are transformed from being a mediator between institutions to becoming an institution in themselves.

Findings

The paper outlines three different ideal types of strategies of corporate media work: providing, promoting, and co‐opting, resting on different aims and functions.

Originality/value

Organizational media work redefines, reshapes and structures the economic, political and social positions of organizations. Therefore scholars will be helped by a more developed framework to categorize and understand corporate media work in a mediatized society.

Details

Journal of Communication Management, vol. 15 no. 2
Type: Research Article
ISSN: 1363-254X

Keywords

To view the access options for this content please click here
Book part
Publication date: 4 August 2021

Luke Heemsbergen

Abstract

Details

Radical Transparency and Digital Democracy
Type: Book
ISBN: 978-1-80043-763-0

To view the access options for this content please click here
Article
Publication date: 13 February 2007

Vanessa Domine

This paper seeks to provide a systematic understanding of the controversy surrounding commerce in US schools.

Abstract

Purpose

This paper seeks to provide a systematic understanding of the controversy surrounding commerce in US schools.

Design/methodology/approach

The paper surveys the history, research and policies related to commerce in schooling (1890‐2005) within the USA. The literature is organized according to four emergent US perspectives – protectionist, celebrant, cultural critic, and educated consumer.

Findings

The review finds that dominant US assumptions of commercial media subscribe to a stimulus‐response model of learning, rather than an active model of young people as constructing their own experiences with commercial media. Much of the research and many of the policies about commercial media in schools reflect adult assumptions about how young people learn, rather than provide empirical research about how young people actually interact with commercial texts while in school. The paper questions an excessive emphasis on the texts and technologies of instruction and calls for more empirical research that is grounded in theories of social constructivism, symbolic interactionism, and media education.

Research limitations/implications

The four dominant media perspectives generated through this review of literature are limited to the USA.

Practical implications

A useful review of literature and schema to inform the understanding of educators, policy makers, and researchers as to the dominant US perspectives about commercial media and the education of young people. The schema can be used as a springboard for research and inquiry into the perspectives and policies of commercial practices and education in other countries.

Originality/value

This paper contextualizes nearly a century of research on commercial media and the education of youth in the USA, and provides a historical and theoretical context for researching education, technology and commerce in the USA and other countries.

Details

Society and Business Review, vol. 2 no. 1
Type: Research Article
ISSN: 1746-5680

Keywords

To view the access options for this content please click here
Article
Publication date: 1 January 1999

Suyun Shin and Kitty Dickerson

An understanding of consumer behaviour helps companies in catering more effectively to the needs and wants of their target markets. This better understanding of the…

Abstract

An understanding of consumer behaviour helps companies in catering more effectively to the needs and wants of their target markets. This better understanding of the consumer can lead to significant increases in a company's sales within a given market segment, and therefore can lead to increased profits (Dhalla and Mahatoo 1976). Accordingly, understanding the factors which contribute to consumer purchases and consumer satisfaction are among the most important functions a market researcher may perform (Vecchio 1991). Once manufacturers understand the characteristics of their particular target market segment, more effective promotion can be devised (Piirto 1990).

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 3 no. 1
Type: Research Article
ISSN: 1361-2026

Keywords

To view the access options for this content please click here
Article
Publication date: 19 November 2018

Jeremiah Clabough and Mark Pearcy

The purpose of this paper is to discuss the relationship dynamics between the executive office and the free press; and how these dynamics have been altered under the Trump…

Abstract

Purpose

The purpose of this paper is to discuss the relationship dynamics between the executive office and the free press; and how these dynamics have been altered under the Trump administration. Donald Trump has questioned the validity and accuracy of claims, even going as far to call some organizations (CNN and The New York Times) “fake news.” The authors discuss the historically contentious relationship between the executive office and the free press as well as the ways in which Donald Trump has altered the dynamics of this relationship.

Design/methodology/approach

In this paper, the authors explore the role of the free press in American politics. The authors designed two classroom-ready activities by drawing on the best teaching practices advocated for in the C3 Framework. To elaborate, both activities allow students to research and analyze arguments made by Donald Trump and challenge false claims. This enables students to engage in the four dimensions of the Inquiry Arc in the C3 Framework.

Findings

The authors provide two activities that can be utilized in the high school social studies classroom to enable students to dissect American politicians’ messages. These two activities can be adapted and utilized to enable students to examine political candidate’s messages. By completing the steps of these two activities, students are better prepared to be critical consumers of political media messages and take civic action to challenge false claims.

Originality/value

Donald Trump has attempted to undermine the free press in the USA. He objects to stories that do not paint his administration in a positive light. This manuscript uses the media literacy position statement from NCSS and Ochoa-Becker’s framework for truth claims to explore Trump’s statements and claims.

Details

Social Studies Research and Practice, vol. 13 no. 3
Type: Research Article
ISSN: 1933-5415

Keywords

To view the access options for this content please click here

Abstract

Details

Radical Transparency and Digital Democracy
Type: Book
ISBN: 978-1-80043-763-0

To view the access options for this content please click here
Case study
Publication date: 27 June 2013

Arindam Banerjee

ABS Tyres was a medium sized 2-wheeler tyre manufacturer which sold most of its tyres through the OEM channel (sale of tyres fitted in new vehicle). It had minimal…

Abstract

ABS Tyres was a medium sized 2-wheeler tyre manufacturer which sold most of its tyres through the OEM channel (sale of tyres fitted in new vehicle). It had minimal presence in the replacement market, the direct to consumer market for tyres. The management felt that an evaluation of the market opportunity in the replacement tyre market was necessary to improve the performance of the company while maintaining the lead in the Original Equipment market. It needed help in drawing up an appropriate market study to find out the opportunity.

Details

Indian Institute of Management Ahmedabad, vol. no.
Type: Case Study
ISSN: 2633-3260
Published by: Indian Institute of Management Ahmedabad

Keywords

1 – 10 of over 91000