PR, PERSUASION & PERMILLE : A qualitative and critically discursive comparative analysis of how commercial and non-governmental organizations construct Public Relations campaigns on social media

The purpose of this essay was to examine the Public Relation strategies in four PR-campaigns. The objects of the study were two commercial organisations, Carlsberg and Smirnoff, and two non-governmental organisations, Addict Aide and IQ, with alcohol as the pervading subject. The study intended to compare similarities and differences, persuasion tactics and discourse themes. To accomplish the object of the study the theoretical framework of James E. Grunigs Four models of Public Relations was used. Alongside Grunig’s theory, Relationship management theory was applied to understand social media's role as a strategy in the four campaigns. The method used was a qualitative content analysis combined with a semiotic image analysis, and a critical discourse analysis. The results showed that communication that's is based in two-way communication has the biggest chance of success. The results also showed that social media plays an important part as a strategy in organizations strategic communication and Public Relations endeavors. Both in reaching the target audience, but also in maintaining beneficial relationships between the organization and its audience. The essay’s conclusions were that the audience participation has become an important strategic part in the Public Relation field with the emergence of two-way communication. As well as the fact that cultural and social practices plays an important part in the construct of organizations PR-strategies