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Public Relations in the Creative Industries: Networks in the Limelight

Hesse, Lisa LU (2017) SKPM08 20171
Department of Strategic Communication
Abstract
Networking has been found to be ever more important in the economy of today’s globalised world. In recent years, public relations has started to pay attention to the process of networking and network theories. A branch which is understood to be based on networks and which is at the centre of current economic processes is that of creative industries. Creative industries consist of a diversity of small enterprises, micro-businesses and individual creatives what provides freer structures for creativity to develop but also makes networking essential for finding work, building reputation and surviving economically. So far, public relations has taken a traditional management approach to public relations practices in creative industries and has... (More)
Networking has been found to be ever more important in the economy of today’s globalised world. In recent years, public relations has started to pay attention to the process of networking and network theories. A branch which is understood to be based on networks and which is at the centre of current economic processes is that of creative industries. Creative industries consist of a diversity of small enterprises, micro-businesses and individual creatives what provides freer structures for creativity to develop but also makes networking essential for finding work, building reputation and surviving economically. So far, public relations has taken a traditional management approach to public relations practices in creative industries and has not considered their networking context. The thesis argues that a management approach to public relations in creative industries is not suitable because it focusses on control and neglects the free and aesthetic nature of creative work. Instead, an approach to public relations should be taken that considers the context of these industries to conceptualise public relations practices that better fit current economic trends. As such, the thesis explores a networking approach to public relations that considers the context of creative industries by investigating a network of a creative organisation. More precisely, the thesis looks at networking from the perspective of a small to medium-sized enterprise (SME) and from the perspective of creative actors in the SME’s environment. From that implications are drawn that public relations practitioners need a certain personality and need to act in a specific way to conduct authentic networking practices in creative industries. (Less)
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author
Hesse, Lisa LU
supervisor
organization
course
SKPM08 20171
year
type
H2 - Master's Degree (Two Years)
subject
keywords
public relations, creative industries, network approach, authentic networking
language
English
id
8926159
date added to LUP
2018-01-10 09:07:20
date last changed
2018-01-10 09:07:20
@misc{8926159,
  abstract     = {Networking has been found to be ever more important in the economy of today’s globalised world. In recent years, public relations has started to pay attention to the process of networking and network theories. A branch which is understood to be based on networks and which is at the centre of current economic processes is that of creative industries. Creative industries consist of a diversity of small enterprises, micro-businesses and individual creatives what provides freer structures for creativity to develop but also makes networking essential for finding work, building reputation and surviving economically. So far, public relations has taken a traditional management approach to public relations practices in creative industries and has not considered their networking context. The thesis argues that a management approach to public relations in creative industries is not suitable because it focusses on control and neglects the free and aesthetic nature of creative work. Instead, an approach to public relations should be taken that considers the context of these industries to conceptualise public relations practices that better fit current economic trends. As such, the thesis explores a networking approach to public relations that considers the context of creative industries by investigating a network of a creative organisation. More precisely, the thesis looks at networking from the perspective of a small to medium-sized enterprise (SME) and from the perspective of creative actors in the SME’s environment. From that implications are drawn that public relations practitioners need a certain personality and need to act in a specific way to conduct authentic networking practices in creative industries.},
  author       = {Hesse, Lisa},
  keyword      = {public relations,creative industries,network approach,authentic networking},
  language     = {eng},
  note         = {Student Paper},
  title        = {Public Relations in the Creative Industries: Networks in the Limelight},
  year         = {2017},
}