1. SIN CITY-
The PR consequences of the
nightlife economy
Reputation management and key stakeholder
targeting for clubs in Southampton
Dissertation Proposal
Alexandra Robitu
7th May 2013
2. WHY?
• Planning a career in reputation management and
stakeholder engagement
• Job in the club element of the night economy =>
easy access to primary research
• It is a subject that will keep me interested enough
to go through with the actual dissertation
3. The Research Question
• Why are some clubs in Southampton
successful at reputation management and
what makes their communication to key
stakeholders excellent?
4. HYPOTHESIS
• To be successful clubs in Southampton
need to portray through their key
messages the benefits they bring to the
community and economics of
Southampton, by using stakeholder
salience
5. Terms of reference
1)Reputation management and stakeholder
salience theories as they apply to the night-
economy and clubs
2)Application:
Good Bad Ugly
6. 3) Secondary research:
• Media coverage: Daily Echo, Solent newspaper
• Website analysis: Orange Rooms, Voodoo, Oceana
• Club promotional material analysis
• Southampton City Council Records
4)Primary research
• Interviews: Club managers; City Council Counselors; Residents associations; Police; Street
Pastors
• Focus groups: employees of the clubs; customers
• Surveys: customers
5) Critical Analysis
7. Research Process
• Literature Search
• Literature review
• Interviews : City Council Counselors ( Carol Cunio – Chair)
Club managers (Tom Novis- Orange Rooms; Kieran Woolf- Oceana; William
Tickle- Voodoo)
Police & Street Pastors
Residents Associations: Residents’ Action Group-
Polygon
• Surveys: Community and Customers
• Focus groups: Employees
8. Research Process
MONTH RESEARCH PROCESS
May Literature search
June Secondary research
July Secondary research
City Council Counselor Interview
August Secondary Research
Club managers Interviews
September Focus groups - employees
October Survey – customers, community
Interviews –police, street pastors
November Critical Analysis
