Strategisk kommunikation inom fastighetsbranschen
En kvalitativ undersökning om skillnader och likheter i kommunikationen mellan ett kommunalt och privat bolag
FastighetsbolagAllmännyttigt bolagPrivat bolagStrategisk kommunikationPublic relationsMedialisering.
The aim of this study is to find and highlight the differences and similarities in the strategic communication in two real estate businesses with different proprietaries. In order to achieve the purpose, theories and previous research on public relations, strategic communication, mediatization, framing and new public management has been used. The study was conducted through interviews with two different organizations, Lerstenen who is based in Umeå, and Övikshem who is based in Örnsköldsvik. The analysis and results showed that the key difference between the firms was the spontaneity that influenced the private one, in contrast to the public firm that relied on solid structures to manage their communication. The results also showed that differences in basis conditions both allowed and hindered the possibilities with the communicative efforts that the two firms could do.