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Synen på PR-kampanjer med dolda budskap: Vad anser mottagarna om att bli förda bakom ljuset? En kvalitativ analys av PR-kampanjer med dolda budskap
Umeå University, Faculty of Arts, Department of culture and media studies.
2014 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Views on PR campaigns with hidden messages : What do the recipients think of being kept in the dark? A qualitative analysis of PR campaigns with hidden messages. (English)
Abstract [en]

The purpose of this paper was to examine the thoughts and feelings two selected PR campaigns arouse in two groups of students; journalism students and service management students. The study has distinguished two perspectives on PR, a positive perspective and a critical perspective. These perspectives have been the basis for the study's theoretical framework. The empirical material consisted of four focus group interviews, where two focus group interviews were made whit students from each program. The material has been transcribed and then analyzed through a qualitative vertical content analysis and a descriptive analysis. The results of the study showed that both study groups are overwhelmingly positive to the two selected PR campaigns. However, the journalist students acknowledged some problems with the media. One of them was that the media does not take responsibility for what they publish when they choose to publish press releases made by PR consultants. The conclusions drawn from the results are that the perception of PR and PR consultants are becoming widely accepted. 

Place, publisher, year, edition, pages
2014. , 32 p.
Keyword [sv]
PR, public relations, PR-kampanj, kvalitativ analys, fokusgrupper, fokusgruppsintervjuer
National Category
Communication Studies Media and Communications
URN: urn:nbn:se:umu:diva-87963OAI: diva2:712629
Educational program
Programme in Media and Communication Studies: Strategic Communication
Available from: 2014-04-16 Created: 2014-04-15 Last updated: 2015-10-23Bibliographically approved

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