PR inom PR

This research report focus to find common denominators in the members of PRECIS and Svenska PR-företagen ́s strategies and their use of their own PR. Aim: Our aim is to study how Public Relations practitioners work with Public Relations for themselves, PR within PR, and to gain new knowledge about the field and its importance for their agencies. Our research-questions are: How are the members of the organizations, PRECIS and Svenska PR-företagen, presenting their use of Public Relations for their own companies? Which strategies do they use in PR-purposes for their own company? How do the agencies use of PR for their own company to contribute to excellence? Theories and concepts: The theories that we have used in the study is excellence theory by J. Grunig, to complement this theory we have used a theory about two way- communication which is a part of Excellence theory. The three concepts we have used is strategy, tools and channels, these concepts have been interpreted in relation to Grunig ́s models about PR. Method: The research method is a survey based on 28 questions that was sent to the selected group of informants. The survey is constructed around three themes consisting of strategy, tools and channels and includes questions about how the respondents use PR within PR. Result: The result of the study shows us that the selected group of respondents use Public Relations for themselves. How they use it depends on target groups and situation, factors that also needs to be considered when constructing a strategy. There is no perfect strategy that can be applied on a general level, and therefore the Public relations agencies needs to create separate strategies for different target groups and situations. The results of the research contribute to new knowledge in an unexplored field within PR. Keywords of the research: Public Relations, Excellence Theory and Strategy.