Marknadskommunikation i förändring
En studie i hur PR-byråers marknadskommunikation har förändrats under första decenniet på 2000-talet med bakgrund i sociala medier
Title: Market Communication in transformation Authors: Gabriella Holm and Christoffer LarssonPurpose/Aim: The purpose of this paper is to examine how market communication at PR-firms in Sweden has changed over the first decade of the 21-century. In 2007 social media expanded on the Swedish market. This had implications for the way we are looking at communication and therefore also the PR business and how they are operating. The aim with this paper is to see how social media have affected marketing communication at PR-firms.Methodology: This paper is based on case studies from Swedish PR-firms. We used five cases from 2003-2005 and five from 2010-2012. We did this to see if there had been a difference in the way PR-firms developed the case with the background that social media expanded to the broad public in 2007.Main Results: From the results we could see that PR-firms have more channels and methods to use in their marketing communication today (2012) than earlier years. Social media has had a big impact on the way we experience communication and also the way PR-firms develop their cases.Period: Fall 2012 Number of pages: 42 Course: Media and Communication studies C University: Department of Informatics and Media, Uppsala University. Tutor: Anne-Marie Morhed Keywords: Market Communication, PR, Social Media, New Media, Interactivity