Background and aim: Media development and digitalization has expanded the PR industry's working area. More participants are on the media market and it is becoming more and more difficult to define what PR really is and what the PR agencies/departments really do. Is PR marketing, information, event marketing or maybe propaganda? We believe that the complexity to define the term PR can lead to a loss of critical approach to the business, especially among young people. Has the PR industry managed to eliminate their negative image among students in upper secondary school and what do they associate with PR today? The aim of this essay is to examine what a selection of students associate with the term PR and if they are critical to the PR industry or not.Method/Material: The method is a quantitative survey.

AbstractThe purpose with this essay has been to gain a greater understanding and clarify how an arena can create value within place marketing and development of a place brand. This will be achieved through a description of which values an arena causes in the surrounding areas and an understanding of how these values can be interpreted through the place brand. We decided to base our study according to the following two questions:1. What are the underlying reasons why there has been such a big trend with arena project?2.

In public relations and marketing, lawsuits traditionally connote crisis. The purpose of this study is to explore the design and critical considerations concerning risks and opportunities when companies voluntarily initiate lawsuits with the partial aim to get publicity in the mass media. In the following paper, the communicative aspects of two such Swedish cases in the European Court of Justice are studied?a large corporation challenging the Swedish monopoly on gambling and a small company challenging the government on their restrictions for individuals to import alcoholic beverages. The case studies have been conducted through interviews, analysis of legal acts and press articles.

Since the beginning of the 1990s, Swedish society has gone through a great change. Firstly with the personal computer and then with the internet moving in to everyday life, a new arena for interaction with society evolved. Work, education, doing bank errands and reading or discussing the news, just to name a few, now all take place in the virtual world online. Not to mention social media sites such as twitter, instagram or facebook, the last of which has over half of the Swedish population represented as members.   Companies, corporations, interest groups, political parties and politicians must be aware of the massive impact that a post spread through social media can have.    This thesis will, with the text analyzing tool, argumentation analysis, and on the theoretical platform of political communications theory, analyze three of the most viral Swedish political posts spread over 120 000 times each, to see if there are any combined qualities that point to the fact that there is a formula for getting a post to become a viral success on social media.    The main result showed that of the three posts analyzed, all were built up around a factual thesis, argued for with foremost example arguments, not only appealing to the logical branch of argumentation but also to the ethical, and that they tended to be of high relevance and sustainability. The conclusion must therefore be that these are all qualities that tend to be of relevance for making a political post on social media into a viral success..

AbstractThe purpose with this essay has been to gain a greater understanding and clarify how an arena can create value within place marketing and development of a place brand. This will be achieved through a description of which values an arena causes in the surrounding areas and an understanding of how these values can be interpreted through the place brand. We decided to base our study according to the following two questions:1. What are the underlying reasons why there has been such a big trend with arena project?2.

SummaryA complete graphic profile program along with marketing material has been produced for seven photographers.The material has been produced in consideration to sell their pictures outside of Scandinaviaand Brazil as first priority. The criterion for the profile is to give a message of quality and ofScandinavia. Through research and interviews facts about typical scandinavian design have beenfound. Since the pictures will be exported abroad, a selling packaging solution has been developed. Theparts that are included in the marketing material are: a brochure, display solution, a website and printingexamples.

Previous research in the field of consumer marketing has confirmed the positive effects of divergence on advertising efficiency. Despite the coherent evidence, some industries lag in the adoption of these findings, one of which is the Swedish real estate market. Divergence has not been elaborately investigated within said context and this paper addresses the need of actionable insights for housing advertising. Starting with the proven success of housing firm Fantastic Frank who work with detail photos in contrast to the common wide angle, this paper examines theoretical implications of detail photos' characteristics. Besides being divergent, detail photos are also ambiguous which renders access to effects related to visual perception.

Purpose: To analyze and clarify differences between indie and major labels in the use of and attitude towards the Internet as a marketing and distribution channel.Method: In this study, we use mostly qualitative but also quantitative methods. Representatives from four record labels, two indie and two major labels have been interviewed, and we have also examined the companies? activities on the Internet.Conclusions: This study points to a number of differences between indie and major labels. Indie labels are generally more open to business development and innovation. As for marketing, indie labels make use of web services such as Myspace and Facebook to a greater extent than major labels.

The aim of the study was to evaluate the social integration amongst newly arrived students in the two different school systems Sweden welcomes them into. The first school system takes in newly arrived students into preparation classes whilst the other integrates the students directly into ordinary classrooms. The examination is based on qualitative observations in the classroom, canteen, and playground, and interviews with teachers and a select few students from each school system.The result of the study showed that newly arrived students in ordinary classes are socially integrated more into the school than the newly arrived students that are welcomed into a preparation class. Newly arrived students are offered a larger chance of being integrated into the school environment if they are introduced directly into an ordinary class. In preparation classes, social integration is narrowed down to between the classmates.

AbstractThe purpose with this essay has been to gain a greater understanding and clarify how an arena can create value within place marketing and development of a place brand. This will be achieved through a description of which values an arena causes in the surrounding areas and an understanding of how these values can be interpreted through the place brand. We decided to base our study according to the following two questions:1. What are the underlying reasons why there has been such a big trend with arena project?2.

Purpose/Aim: To create a communication strategy for PADI Nordic with the intention of getting Swedish divers, who have been certified abroad, to Swedish dive centers.Material/Method: The study is based on a number of personal interviews conducted with a) divers who are active in Sweden, b) divers who are not active in Sweden and c) representatives from PADI and PADI affiliated dive centers.Main results: The main reason that people who have been certified abroad do not dive in Sweden is that they regard it as being too complicated, too cold, too expensive and with nothing interesting to see. These might partly be misconceptions that can be corrected through a communication strategic effort. The best way to change this perception is by two different forms of communication. One will go from PADI Nordic straight to the divers through an email. This will have the purpose of getting their attention, making diving sound interesting and raise their awareness in preparation for the other part of the process.

Librarians like to think that libraries contribute substantially to the progress of research. However, libraries still seem to have serious problems getting integrated in their parent organization on equal terms with other parts of that organization. The degree of integration of the library is thus the main topic of this thesis and the purpose is to examine how the interaction between librarians and scientists is formed and can be developed. That issue leads to concrete questions concerning what part librarians play in the scientists work and which factors influence the cooperation or lack of cooperation. We have chosen, for reasons of comparison, to make two case studies; one is a branch of a university library and the other is a library in a large pharmaceutical company.

The Swedish institute of racial biology was the first of its kind in the world. The purpose of their activity was to gather information about the different kind of racial characters of the Swedish population. They did this by traveling around the country gathering pictures and statistic information. In 1958 it was decided that the institute was going to get integrated with the University of Uppsala and change its research focus to a more medical genetic. Most of the research material also got integrated into the university?s library.The purpose of this paper is to find out how the institutes collection has been handled through the ages and if there have been any controversy or debate about it.

This essay in Art History treats the former Central Post Office in Gothenburg, Sweden, and its recent transformation into a luxury hotel. The magnificent original building in neo-classical style, inaugurated in 1925, has been supplemented by a twelve stories high tower in postmodern style containing hotel rooms and suites, creating a complex architecture. The approach of this essay is that of ?lived architecture?, that is, how people experience and act in relation to the building. It is argued that the history of the building is rewritten in the marketing of the hotel and the management?s concept of creating a comfortable ?mini-world?for its guests.

AbstractThe purpose with this essay has been to gain a greater understanding and clarify how an arena can create value within place marketing and development of a place brand. This will be achieved through a description of which values an arena causes in the surrounding areas and an understanding of how these values can be interpreted through the place brand. We decided to base our study according to the following two questions:1. What are the underlying reasons why there has been such a big trend with arena project?2.