finland pr campaign analysis
DESCRIPTION
Professor Kinsey's public relations campaign class- spring 2011 master's students. By Kate MonohanTRANSCRIPT
Image building in the International Media:
Image building in the International Media:
Finlandia Communications in
RussiaKATERINA TSETSURA
By Kate Monohan
Finlandia Communications in
RussiaKATERINA TSETSURA
By Kate Monohan
Summary of Case StudySummary of Case Study
• Image importance for companies & countries
• Finland cultivating image to stimulate trade relations with Russia
• 2001-2003 campaign by Russian PR agency focusing on Finnish branding
• Relied largely on media relations• Was considered successful
• Image importance for companies & countries
• Finland cultivating image to stimulate trade relations with Russia
• 2001-2003 campaign by Russian PR agency focusing on Finnish branding
• Relied largely on media relations• Was considered successful
ResearchResearch• 2000: Russian marketing research
showed to find how Russians perceived Finland as country, producer
• Russians associated Finnish goods with Soviet Union era when trade was active
• Media showed nature, tourism not goods to Russians
• Product origin confusion, outdated view
• 2000: Russian marketing research showed to find how Russians perceived Finland as country, producer
• Russians associated Finnish goods with Soviet Union era when trade was active
• Media showed nature, tourism not goods to Russians
• Product origin confusion, outdated view
Objectives/goalsObjectives/goals• Goal: reputation management for
Finland and Finpro companies• Objectives:
– Media awareness of country/products– Develop positive impression of “Made in
Finland”– Change stereotypes– Ensure permanent presence of Finpro– Coordinate PR w/marketing & advertising
• Goal: reputation management for Finland and Finpro companies
• Objectives:– Media awareness of country/products– Develop positive impression of “Made in
Finland”– Change stereotypes– Ensure permanent presence of Finpro– Coordinate PR w/marketing & advertising
StrategiesStrategies
• Action: – media training for Finnish execs– Special events– Promotions/contests– Constant media monitoring/contact
• Communication:– Defining key, positive messages
based on industries
• Action: – media training for Finnish execs– Special events– Promotions/contests– Constant media monitoring/contact
• Communication:– Defining key, positive messages
based on industries
TacticsTactics• Media lists updated frequently
– (150+ people, 100+periodicals)• Contest: “Do you know Finland?”• Media tours in Finland for Russian journalists to see
production/offices– E.g.: “sauna day” at Harvia
• Press conferences, briefings, lunches• Website www.finpro.ru showing participant companies,
Finland info, used by consumers/media• Media meetings at Moscow Finnish embassy tying into
Finland holidays• Media training for executives to communicate to
Russian journalists
• Media lists updated frequently– (150+ people, 100+periodicals)
• Contest: “Do you know Finland?”• Media tours in Finland for Russian journalists to see
production/offices– E.g.: “sauna day” at Harvia
• Press conferences, briefings, lunches• Website www.finpro.ru showing participant companies,
Finland info, used by consumers/media• Media meetings at Moscow Finnish embassy tying into
Finland holidays• Media training for executives to communicate to
Russian journalists
EvaluationEvaluation• Objectives achieved based on high
positive clip count• Press not paid for in 500 publications,
rare in Russia• Hard to evaluate hearts and minds
about Finland based on coverage alone• Some companies only did promotional
activities, frustrating Finpro plan
• Objectives achieved based on high positive clip count
• Press not paid for in 500 publications, rare in Russia
• Hard to evaluate hearts and minds about Finland based on coverage alone
• Some companies only did promotional activities, frustrating Finpro plan
AnalysisAnalysis
• 2001-2003: too long?• Research before, but not after?• Participant companies disagreeing on methods
diluted image-building campaign• Media training, helped? Proof?• Target publics defined by company/industry
– Most were 25-60yrs upper-middle class in Moscow/St. Petersburg
– No explanation of how this was determined besides they have “expendable income”
• Fast-paced Russian business culture clashed with Finnish slow pace to respond to requests.
• 2001-2003: too long?• Research before, but not after?• Participant companies disagreeing on methods
diluted image-building campaign• Media training, helped? Proof?• Target publics defined by company/industry
– Most were 25-60yrs upper-middle class in Moscow/St. Petersburg
– No explanation of how this was determined besides they have “expendable income”
• Fast-paced Russian business culture clashed with Finnish slow pace to respond to requests.
Questions from text:Questions from text:
• Text pg. 281 #4&9– How would you determine what publics might
consume Finnish products if conducting this campaign? How measure what they value & find attractive? Describe your research method? (sample, type of study)
– How would you evaluate success in this campaign reliably and validly to show a caused change in perception of Finland held by Russian publics?
• Text pg. 281 #4&9– How would you determine what publics might
consume Finnish products if conducting this campaign? How measure what they value & find attractive? Describe your research method? (sample, type of study)
– How would you evaluate success in this campaign reliably and validly to show a caused change in perception of Finland held by Russian publics?
Thanks!
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