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| Author: | Whysall, P. |
| Title: | Retailers' press release activity: market signals for stakeholder engagement? |
| Journal: | European Journal of Marketing
2005 : VOL. 39:9-10, p. 1118-1131 |
| Index terms: | retailing management stakeholders communication supermarkets media coverage United Kingdom |
| Language: | eng |
| Abstract: | This paper aims at increasing understanding of the role, content and effectiveness of press releases (hereafter as: rls.) , using qualitative and quantitative analyses of U.K. supermarkets' (here as: s-mrkts.) rls. from 2001 to 2002. It is found that s-mrkts. seek stakeholder engagement on diverse issues with different mixes of groups. Treating rls. as market signals demonstrates the important role of the press as filters and interpreters. Intended messages frequently fail to reach target audiences. When they do can be significantly re-interpreted, so that positive claims are reported critically and negatively. Larger chains apparently produce more rls. and gain more newspaper coverage, but generally volume of rls. does not improve likelihood of press coverage. |
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