Finland PR campaign analysis

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Professor Kinsey's public relations campaign class- spring 2011 master's students.
By Kate Monohan

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Finland PR campaign analysis

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Product origin confusion, outdated view 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

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