Purpose of this strategy is to procure rational

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purpose of this strategy is to procure rational arguments to be referred in different dis- course. The primary public includes opinion leaders (journalists, politicians etc.). The secondary target group is public opinion. Working methods are production of analyses and reports, statistics, prognoses, attitude surveys, economical indexes etc. 2. the Journalistic Strategy – with the purpose of legitimizing the region through pro- duction of actors’ own channels and media. These channels contain on the one hand ”pull information” such as newsletters, brochures and folders; on the other hand ”push information” such as news, contact information, background information, maps, FAQ- s in digital form on websites. 3. the Publicity Strategy – is about attracting attention by the mass media, where the primary target group is journalists. Working methods are classical publicity techniques (press releases, tips, invitations, direct contact). Often these activities are linked to an event, for example arranging a seminar. Falkheimer finds that the Factual Strategy had the largest impact in media content. The Journalistic Strategy was also of some consequence, whereas the Publicity Strategy was most effective in the period during the year when the Öresund Bridge was inaugurated. Interviews with journalists revealed they were aware of and vigilant towards the Publicity Strategy, sceptical towards the Journalistic Strategy, but more defenceless towards the Factual Strategy (2004: 201). Public Relations Practitioners and the PR-industry A couple of studies dealt with the profession and role of public relations practitioners (Hård af Segerstad 1997, Emanuelsson and Karlsson 1993). These studies show how multi-faceted and extensive the public relations profession is, and outlines development tendencies. Flodin (2004: 419) points out that the Swedish public relations industry of today is highly differentiated and complex. It ranges all the way from the assistant who dissemi- nates information up to a member of the senior management of a large, multinational company. There is also a strong specialization in the various subject fields, for exam- ple, investor relations, crisis communication and media relations. A future challenge in this area is to increase research with a critical dimension, ac- cording to Flodin. Not only instrumental, industry-led research is needed, but research that is capable of analyzing public relations from a critical point of view, research that is more focused on public relations as a phenomenon in society rather than as a profes- sion that deals with internal and external communication in organizations (p. 422). Two recent studies (Larsson 2005a, 2005b), fulfill this desire. A thorough account of the development of the Swedish PR-industry and the public relations’ profession is made by Larsson (2005a). The study traces the background and history of the public relations’ profession and the public relations industry through interviews and document analyses.
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101 Three distinctive periods are brought forward: the construction period from the 40s to
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