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ترجمه مقاله نقش ضروری ارتباطات 6G با چشم انداز صنعت 4.0
- مبلغ: ۸۶,۰۰۰ تومان
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ترجمه مقاله پایداری توسعه شهری، تعدیل ساختار صنعتی و کارایی کاربری زمین
- مبلغ: ۹۱,۰۰۰ تومان
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.
5. Discussion
The study has investigated the way heritage branding strategies can enrich the corporate media relations’ toolkit and facilitate innovative ways to connect and relate with journalists and other strategic publics. As previous studies suggest (c.f. Martino, 2013; Martino & Lovari, 2014), key findings confirm that a heritage branding approach can obtain relevant and even surprising communication results.