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عنوان فارسی مقاله:
هنگامی که گذشته خبرساز می شود: رشد روابط رسانه ها از طریق باقی مانده نام تجاری
عنوان انگلیسی مقاله:
When the past makes news: Cultivating media relations through brand heritage
سال انتشار : 2016
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بخشی از مقاله انگلیسی:
2. Literature review
2.1. From corporate memory to heritage The rediscovery of memory, representing nowadays a strongly emerging phenomenon, sees the history of organizations and private companies rising into heritage and, thus, a form of strategic cultural and relational capital. Especially during the last decade, several international researchers have investigated the strategic-operational models supporting the management of corporate memory and, more marginally, its communication policies and practices. From this scenario, the literature review has investigated two major fields: on one side, the phenomenon of historical business and its evolution; on the other, the rise of topics concerning corporate memory and heritage within the frame offered by management and PR studies, with special reference to media relations function and its contemporary evolution. The diverse theoretical approaches have been reviewed from an interdisciplinary perspective and integrated by the analysis of the most authoritative sources, professional experiences, and associative networks promoted in both the Italian and international context. In particular, several contemporary trends can explain the strong rise of heritage branding: first of all, the evolution of strategic communication from a marketing into a corporate approach, promoting organizations beyond their products and services (Argenti, 2009; Cornelissen, 2011; Fabris, 2009; Goodman & Hirsch, 2010). Moreover, the topics concerning organizational longevity, vitality, and memory are attracting a growing interest by both scholars and professionals (Rossato, 2013), since the economic crisis is dramatically challenging life expectancy which is already short for companies. Such a rising sensitivity is also demonstrated by the number of associative networks which have been launched in Italy, especially from 2000, in order to promote historical companies’ culture and role in the country. The phenomenon of historical companies has been highlighted by international scholars investigating, mostly in the context of family business, those economic and socio-cultural conditions assuring organizations’ vitality and longevity (de Geus, 1997; Giaretta, 2004; Rossato, 2013; Stadler, 2011). Conversely, organizational studies have developed, especially within knowledge management and cultural approach, the concept of organizational memory and investigated its role as an intangible asset (Brooking, 1999; Kransdorff, 2006; Walsh & Ungson, 1991), which can be subject to an instrumental use or, in alternative, to an expressive and narrative one by organizations (Wexler, 2002). Scholars suggest that organizations tend to rediscover their own memory and roots when they have to cope and adapt to a changing environment (Pethes & Ruchatz, 2002), as the awareness of the past can reinforce corporate identity and relationships, stimulating brand reputation and attitude towards innovation. From this point of view, radical organizational changes and crises, as well as the celebrating of relevant corporate anniversaries (especially centennials) can offer companies decisive occasions for rediscovering their own history and identity, by acting as moments for analysis in their life as well as for future changing (Martino, 2013). Such an attitude toward cultivating corporate memory concerns primarily those historical companies which are at least centennial (Giaretta, 2004; Rossato, 2013). Indeed, ancient companies represent a specific economic-cultural system and an extraordinary ambassador of Italian excellence worldwide especially in the most competitive business sectors, such as fashion, design, and food & beverage. Not by accident, in the last years many historical Italian brands have been acquired by multinational corporations, wanting to collect these excellences in their own commercial portfolio (Fara & Attili, 2013). Especially in the last decade, Italian historical and heritage brands are participating to a cultural movement promoting the protection, conservation and valorization of industrial heritage. Indeed, several projects and associative networks have been launched for initiative of both public sector organizations and private companies (Rossato, 2013). In particular, the most specific expression of such a trend is probably the widespread phenomenon of company historical archives and museums, distinguishing the Italian case in the international scenario, since from the Nineties the number of new industrial archives and museums opened to public has been without equal in Europe (Amari, 2001; Bonfiglio-Dosio, 2003; Bulegato, 2008; Gambardella, 2013; Martino, 2015).
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کلمات کلیدی:
La Sapienza - Università di Roma - DOCENTE | Dipartimento Coris ... www.coris.uniroma1.it/profilo-docenti/752 Translate this page Articoli e capitoli internazionali- V. Martino, A. Lovari, When the past makes news: cultivating media relations through brand heritage, “Public Relations Review”, ... Effective Media Relations & Social Media - Curzon PR www.curzonpr.com/theprinsider/social-media-relations-effective-public-relations/ Special PR blog on The Difference Between Social Media Marketing & Social ... an opportunity for companies cultivate a brand identity, develop relationships with key ... On the one hand, direct marketing through social media is a necessity; ... Made in Italy museums. Some reflections on company heritage ... www.tafterjournal.it/.../made-in-italy-museums-some-reflections-on-company-heritag... Sep 15, 2015 - Parole chiave: Brand, branding, Communication of Made in Italy, Corporate ..... Cultivating media relations through corporate memory: the ... Arts and strategic communication in Italy and Spain: from sponsorship ... www.tafterjournal.it/.../arts-and-strategic-communication-in-italy-and-spain-from-spo... Jan 15, 2016 - Differently from patronage, the sponsorship relation is usually based on a calculated ...... Cultivating media relations through brand heritage. Getting Back to the “Relations” in Media Relations: How to Cultivate ... https://rhstrategic.com/.../getting-back-to-the-relations-in-media-relations-how-to-culti... Nov 11, 2014 - Recently, I had the good fortune of being handed one of the “holy grails” of PR: a reporter contact of mine reached out to me with a story idea ... Heritage Cuisines: Traditions, Identities and Tourism https://books.google.com/books?isbn=1317618416 Dallen J. Timothy - 2015 - Business & Economics These consumables and the heritage tales they tell are key cultural resources in ... including Caribbean slavery and rum production and all that these relations entail. ... There are thousands of taste trails and gustatory celebrations through the ... a marketable brand in hopes of eventually drawing outsiders and their purses.
