The PR and Communication Strategy of Invent Media

Abstract

This case study aims to analyze the PR/Communication strategy of the company Invent Media. Since it is a small indoor advertising agency and does not have a Communication and PR department, the activities related to this segment are conducted by the general manager who is not specialized in this area.

1. Introduction

Every organization requires a dynamic communications strategy. Communications is a two-way process. The better we listen to our audience, the better we’ll be able to answer their needs and the more our messages will be believed, liked, and ultimately acted upon. We should develop tools that fit the channels available for our message. We must understand and respect our communications abilities and limits, as well as our time and resources: communications can be time- and skill-intensive work.

To find out all the information I need to conduct my research about the Communication/PR strategy that Invent Media has, I have decided to ask the Managing Director to participate at a semi-structured interview.

Semi-structured interviews are conducted with a fairly open framework which allow for focused, conversational, two-way communication. They can be used both to give and receive information.

Not all questions were designed and phrased ahead of time. The majority of questions were created during the interview, allowing both me and the person being interviewed the flexibility to probe for details or discuss issues, following the natural course of the discussion and eliminating the pressure of a structured interview.

2. Subject

The subject of this Study Case is given by the existing Communication and PR tools used that can form a strategy of the analyzed company, Invent Media.

3. Object

The data used form this study comes from the answers received after analyzing the interview, data which refers to communicational tools actually used by Invent Media’s management.

4. Methodology

I will carry out a small-scale qualitative case study which is a useful tool for developing a deep understanding about a particular case, its features, and its impact. The richness of data gathered through this method complements the project’s theoretical framework and is needed to answer the research questions.

Qualitative methodology, as the interpretivist study allows me “full access to the case’s contexts, conditionalities and meanings” (P.Alassutari et al, The Sage handbook. Social research methods, pg. 216).

5. Research Questions:

Q1: What are means of communication which Invent Media uses in present?

Q2: What are the results of the actual communication strategy used by Invent Media?

Q3: What are the existing plans of improving or changing the communication/PR strategy that Invent Media has, so it can receive better results?

6. Research Methods

I am going to establish the good and bad practices in this domain by using the semi-structured interview as this technique “facilitates the rigorous penetration of the unknown” and the development of a “subtle understanding of what happens in the case and why” (P.Alassutari et al, The Sage handbook. Social research methods, pg. 218).

7. Ethics Statement

The data were obtained directly from an interview with company management and these data are part of the promoting and development strategy of the company, being confidential.

Before starting the interview, the general manager, who attended, was informed about the method of conducting the research and about methods of obtaining information.