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When the past makes news: cultivating media relations through brand heritage

Valentino, Martina and Lovari, Alessandro (2016) When the past makes news: cultivating media relations through brand heritage. Public relations review, Vol. 42 (4), p. 539-547. ISSN 0363-8111. Article.

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DOI: 10.1016/j.pubrev.2016.03.009

Abstract

The paper deals with heritage branding, investigating communication and PR models promoted by historical companies representing Made in Italy in the global market, in order to focus on their distinctive approach to media relations strategies and related practices. The study has adopted a multi-method approach, involving a panel of companies in the food & beverage sector. In-depth interviews from PR professionals highlight the potential of heritage branding to develop an authentic form of storytelling, based on quality branded contents and the strategic management of corporate history, thus cultivating long-standing relationships with the media.

Item Type:Article
ID Code:11473
Status:Published
Refereed:Yes
Uncontrolled Keywords:Brand heritage, corporate communication, corporate museums and historical archives, media relations, made in Italy, public relations
Subjects:Area 14 - Scienze politiche e sociali > SPS/08 Sociologia dei processi culturali e comunicativi
Divisions:001 Università di Sassari > 01-a Nuovi Dipartimenti dal 2012 > Scienze Politiche, Scienze della Comunicazione e Ingegneria dell'Informazione
Publisher:Elsevier
ISSN:0363-8111
Deposited On:19 Oct 2016 17:26

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