The purpose of this thesis was to study a selection of Swedish government agencies and their usage of new media to convey information. We thought that the relationship between government agencies and the media should be addressed. This because of the current transitional period between traditional and new media. We have studied five different Swedish government agencies; Swedish Armed Forces, Swedish Tax Agency, Swedish National Institute of Public Health, Trafikverket and Sida.We used a qualitive content analysis and analyzed their homepages on the basis of six different criteria. In addition to this we studied their presence on external social communities and how the government agencies comply with the requirements of their communicative efforts.The study shows that the government agencies? media usage varies.

Purpose: The purpose of this essay is to describe the social media usage of five European official national tourism organizations (NTO). The essay proceeds to discuss and evaluate the findings, whilst reflecting on the advantages of social media usage from the point of view of an official national tourism organization.Method: The authors used three different methods of research: one structured observation to study the national tourism organizations? everyday work in social media, one field stimulation to study if and how different NTO respond if a prospective visitor makes them a direct question via social media and finally an email interview to gain insight into NTO?s underlying strategies and policies about social media usage.Theoretical framework: The theories that have been used in this paper include the Uses and gratifications model, theories of one-way and multi-way communication, theories of social media and relationship marketing.Conclusion: By making use of social media the company releases some of its control to the customers as the latter can express their opinions freely in this type of media. One of the advantages of social media is that the platform favors dialogue and feedback. Social media can be used for traditional one-way communication, but works best as a supplement to the regular marketing activities, allowing the activities on social media platforms to focus on branding and building long-term customer relationships.

Purpose: The purpose of this essay is to describe the social media usage of five European official national tourism organizations (NTO). The essay proceeds to discuss and evaluate the findings, whilst reflecting on the advantages of social media usage from the point of view of an official national tourism organization.Method: The authors used three different methods of research: one structured observation to study the national tourism organizations? everyday work in social media, one field stimulation to study if and how different NTO respond if a prospective visitor makes them a direct question via social media and finally an email interview to gain insight into NTO?s underlying strategies and policies about social media usage.Theoretical framework: The theories that have been used in this paper include the Uses and gratifications model, theories of one-way and multi-way communication, theories of social media and relationship marketing.Conclusion: By making use of social media the company releases some of its control to the customers as the latter can express their opinions freely in this type of media. One of the advantages of social media is that the platform favors dialogue and feedback. Social media can be used for traditional one-way communication, but works best as a supplement to the regular marketing activities, allowing the activities on social media platforms to focus on branding and building long-term customer relationships.

The purpose of this study is to discover and explain the influences of media coverage of organizational crises on crisis communication, and vice versa. The study also shows how mediated crises develop, and how media framing and news sources affect this development.Carried out as a case study of three Swedish mediated crises, the methods used are quantitative and qualitative content analysis of media content from four Swedish newspapers and four organizations' press releases from the studied crises.Mediated crises develop through their specific pattern regardless of, but not independent from, the organizations' crisis communication. The crisis communication is used as an elite source in media reporting from the crises, but it can not control the mediated crises. However, it influences framing, and the possibilities to influence media reporting are better in the pre-crisis phase and the culmination..

Many media buyers annually spend money on advertising which will not be of benefit to their own brand; the fact that consumers confuse from which brand they have heard or seen commercials, comes as news to nobody. The phenomenon of media confusion has however earned much less attention. As a greater part of the total marketing budget is being spent on the media investments, on behalf of the actual advertising production, the more interesting it turns out to maximize the effects of the media expenses. The search for optimization is somewhat practised today by brand managers who are daringly adding a few more media channels to support their TV-campaigns. Buying ad space in TV is nevertheless much more expensive than the radio equivalent.

Abstract Title: PR consultants and bloggers; a win-win situation? -  A study of PR consultants? new adaptations in the labour market due to the emergence of fashion bloggers. Authors: Cecilia Girell, Sandra Kjellstro?m Tutor: Ylva Ekstro?mPurpose: With the expansion of the Internet, fashion bloggers have gotten more power. A few companies have understood this powerful and reasonable cheap marketing channel. Despite this, most companies still feel powerless, but what has happened to the work of PR consultants in this constant changing media environment? The ones whos purpose is to act as intermediaries between companies and various media channels.

Marknadsaktiviteter vid produktlansering är ett samarbete med Haglöfs Scandinavia AB. Våren 2010 utfördes ett samarbetade med Haglöfs då ett underlag för utökat produktsortiment inom konfektion togs fram. På uppdrag av Haglöfs ska ett förslag framställas på hur en lansering ska kunna se ut om juniorkollektionen introduceras på den svenska marknaden. Hur fungerar det med produktlanseringens strategiska och taktiska lanseringsbeslut och vilka marknadsföringskanaler är lämpliga vid en produktlansering inom outdoorbranschen.Rapporten behandlar hur dagens företag inom outdoorbranschen i Sverige fullgör sina marknadsaktiviteter vid en produktlansering. Strategiska och taktiska lanseringsbeslut illustreras samt utvalda marknadsföringskanaler skildras.En lanseringsstrategi beskriver de marknadsföringsbeslut som är nödvändiga för att presentera en ny produkt till respektive målgrupp och börja generera en inkomst i form av försäljning av den nya produkten.

According to modern theory, PR is seen as something that creates value for majority of products. The art market is a market that is characterized by several actors in different value chains, where transparency is low and art critics, or PR creators, have a certain amount of impact on the view of art, at least had so historically. But how does PR vs. art galleries´ own marketing (art brochure) affect the view and price consideration of art and artists for non-expert art spectators? After performing a large quantitative study, we can conclude that PR has negative to no affect on the view of art and the artist compared to the case when the spectator did not receive any information prior to viewing an art piece.

This paper examines job coaching on the Swedish labour market. The study uses trygghetsråden, which are organizations established by an agreement from the labour and employer side, as a starting point for the study. In addition, the study examines the phenomenon from the perspective of the job coaches themselves and the coaches clients. The study concludes that job coaching is defined by the coach and the client's common goal of finding a suitable match for the client on the labour market. The job coach helps the client reach the goal of an appropriate job by making him or her aware of his or her competences and preferences.

This essay focus on the social media Twitter and how three Swedish PR practitioners view and use communication strategies for this social media. Twitter was created 2006 and is kind of a new channel in the digital world. The micro blog has over these few years attracted 175 million users across the world. In Sweden there is 91 000 registered users and according to a survey, 11 000 of them are active by tweeting once a day.Twitter is highly current and all kinds of people are using the social media, for example, artists, companies and individuals. Twitter is with its highly number of users building a new market for organizations to find their stakeholders.

Internship is a new form of interaction between the academic world and the market and a phenomena increasingly popular among elite universities in Europe. The educational system has traditionally kept an academic approach where the institutions for higher education have acted isolated without extensive influence from the market. Today pressure from the market has led to intensified interaction between the universities and companies among many European elite universities. We have carried out a situational analysis concerning interaction between the academic institutions and companies in Europe. More specifically, we looked at the potential for Stockholm School of Economics (SSE) to strengthen its position on the educational market by adjusting its strategies and implement internships as a part of the education.

This study is based on an inductive approach where the collected empirical data has been categorized in themes on which we have based the discussion in this paper. Using a qualitative method, nine appropriately selected respondents were questioned with an unstructured interview guide. The transition to a society characterized by interaction has caused a greater part for bilateral communication between consumer and consumer but also between consumer and company. The increased usage and integration on Internet has resulted in so called social media channels. User generated material is published on these media channels which leads to discussions about companies, products and services.

The purpose of this study is to discuss how journalists think about the interaction with the audience in social media and the fact that it can make the traditional audience feel excluded. The study shows how journalists on P4 Kalmar is experiencing audience interaction in social media and describes how aware the journalists are about the digital divide. The results show that all of our interviewed journalists think that the interaction with the audience through social media works well and that there is awareness among journalists about the digital divide. The results also show that many of the interviewed journalists had not reflected on that parts of the audience can feel excluded by the interaction taking place in social media, but some of them could understand if parts of the audience felt that way. We consider our study as part of a research field on journalist?s interactivity with the audience through different types of media, but also as source of inspiration for future research on how the digital media becomes one with the community..

The purpose with this essay is to study how a micro enterprise builds a brand. This because the current situation makes it difficult to stand out from the vast amount of marketing messages available in the market without having an extensive marketing campaign. Small companies do not have the opportunity to put a lot of recourses as money into marketing as the large companies do. Neither do they afford to repair a brand failure.Brand building is a process that constantly is in progress in a company, large or small. To make this process concrete we have chosen to study the four factors; brand awareness, perceived quality, brand associations and brand loyalty.

This bachelor thesis explores earlier findings regarding the Nextopia effect and the choice of media for advertising, and how these phenomena influence consumer attitudes toward the ad itself as well as the brand. It also explores the effect of advertising future products and advertising in two different media on the third person effect. Lastly, it addresses the effect of advertising of future products and media choice on the attitude of potential investors..