دانلود رایگان مقاله لاتین سردبیران انتشارات سفارشی از سایت الزویر
عنوان فارسی مقاله:
روزنامه نگاری یا روابط عمومی؟ بررسی کمی از سردبیران انتشارات سفارشی در آلمان
عنوان انگلیسی مقاله:
Journalism or public relations? A quantitative survey of custom publishing editors in Germany
سال انتشار : 2016
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بخشی از مقاله انگلیسی:
2. Theoretical background and objective
2.1. Custom publishing Custom publishing lies in the field between PR and journalism: On the one hand, it is a PR instrument for managing communicationbetweenanorganizationanditspublics (Grunig andHunt, 1984),differing fromother corporatepublications, such as press releases or advertising, in that it resembles a journalistic product. On the other hand, its journalistic aspects move custom publishing closer to journalism: Layout, topics, linguistic style, and the commonly periodical publication frequency all correspond to standards for journalistic publications (Weichler, 2014). Therefore, journalistic skills are required for the creation of corporate publications. Corporate publications can be differentiated with regard to their target groups. In principle, all of an organization’s stakeholders, such as customers, employees, suppliers, owners, NGOs, journalists, administrative staff, and competitors, can be addressed. There are, however, four overarching target groups for which corporate publications are produced. First, there are corporate publications for customers. These can be consumers or users, but also interest groups. Customer publications can also be differentiated according to whether they address customers of an entire sector or customers of a specific organization (Weichler, 2014). Second, corporate publications can be produced for business clients or other companies, to reach decision makers within organizations, for example. Third, corporate publications are produced for public administration/authorities. Whereas these first three target groups are external stakeholders, the fourth target group for corporate publications consists of internal stakeholders, such as employees, shareholders, or other members of an organization. This breakdown into four central target groups must not distract from the fact that, in many cases, publications address a range of stakeholders. A customer magazine, for example, can (and should) also be read by the employees of the company in question or be used to communicate with competitors or politicians. Organizations have a variety of uses for corporate publications. To begin with, the main objectives of custom publishing are to establish and strengthen bonds with the relevant stakeholders, to communicate and legitimize particular interests, to present the organization’s image in a positive light, and to influence the process of opinion forming in favor of the organization with respect to certain topics (Röttger, 2002; Weichler, 2014). In addition to this strategic benefit for the publishing organization, corporate publications should also offer some individual benefits to the recipients, as this provides motivation for recipients to engage with the media product. Although there has been little research on the benefits that recipients expect from corporate publications, it stands to reason that they are similar to those that people expect from journalistic publications: Recipients want to be informed about relevant developments within the organization and have complex issues explained to them. They also expect entertainment, relaxation and personal advice on certain topics.
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کلمات کلیدی:
Introduction to Quantitative Analysis of Linguistic Survey Data | SAGE ... us.sagepub.com/en-us/nam/introduction-to-quantitative...of...survey.../book5892 1996 | 224 pages | SAGE Publications, Inc ... This book is an introduction to the quantitative analysis of linguistic survey data featuring the Linguistic Atlas of the ... Risk Index series | Raconteur Custom Publishing https://custom.raconteur.net/works/risk-index-series/ The study combined both quantitative and qualitative survey. This was synthesised into a multimedia campaign, across print, digital and video, consisting of ... Good practice in the conduct and reporting of survey research ... intqhc.oxfordjournals.org/content/15/3/261 May 1, 2003 - Corporate services · Advertising · Reprints and ePrints · Sponsored supplements · Books and custom publishing ... Survey research is sometimes regarded as an easy research approach. .... Generally, random sampling is employed when quantitative methods are .... Oxford: Blackwell Publishers, 1993. ↵. Crown Custom Publishing crowncustompublishing.com/books/storm.html Crown Custom Publishing ... Management, Industrial Engineering and a variety of survey Quantitative Methods courses in Management and Engineering. Qualitative and quantitative surveys - Methodological choices - Survey ... https://www.ined.fr › ... › Survey Methodology › Methodological choices While most INED surveys are quantitative, qualitative methods are now used regularly at different stages in research projects, usually to complement and ...
