0000000000620815
AUTHOR
Kristiina Tolvanen
The transparent communicative organization and new hybrid forms of content
Abstract Building on the Global Alliance for Public Relations and Communication Management’s Melbourne Mandate’s understanding of a communicative organization consisting of organizational character, responsibility and listening and engagement, this paper explores these principles in the context of new hybrid forms of online content. This study asks about the role of transparency in the context of commercial hybrid content. Through theoretical consideration as well as interviews of representatives of public relations and marketing communication associations and agencies in Finland, the article presents the practitioners’ perceptions and experiences using the literature on transparency. To be…
Dialogue instead of a monologue : advertisers' expectations towards the media
Stakeholders’ expectations can define the future of the media. Due to advertising revenues, producing audiences desirable for advertisers has been considered as a central function of media. Furthermore, it has been claimed that mass media today would not exist without advertisers. If media organizations want to survive, they will have to acknowledge the expectations that their stakeholders such as advertisers have towards them in the new media environment. Even though meeting stakeholders’ expectations can be crucial for an organization’s future in terms of legitimacy and reputation, expectations have been an understudied topic in organizational communication. The aim of this research was t…
The Legitimacy of the Media Industry – What do Advertisers Expect?
AbstractAs the media industry is globally affected by changes, we fill a gap that exists in understanding stakeholders’ expectations about the future of media by examining the perceived legitimacy of the media industry through advertisers’ expectations. Expectations contribute to stakeholder assessments and behavior, and unmet expectations may hinder organizational legitimacy. The qualitative study consisted of interviews of the 10 biggest media advertisers in Finland and social media observations. The results show that both traditional and new expectations may pose threats to the legitimacy of media, calling the industry to engage the central stakeholders in future planning and scenarios.