Sirvi Autor "Visnapuu, Triin, juhendaja" järgi

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Maakonnalehtede ajakirjanike kriteeriumid pressiteadete kasutamisel
(Tartu Ülikool, 2011) Nugis, Gerly; Visnapuu, Triin, juhendaja; Tartu Ülikool. Sotsiaal- ja haridusteaduskond; Tartu Ülikool. Ajakirjanduse ja kommunikatsiooni instituut
The aim of the bachelor thesis was to research how much and how journalists of five Estonian regional newspaper use press releases. I tried to find answers to the following questions: which role a press release has for a journalist, which is the practice of the usage of press releases and which is a good press release for a journalist. Research showed that even though journalist use more press releases than originally thought, they don’t take these as their main sources of information. Regional papers’ editors and reporters prefer their regular sources who tend to be regular people, friends and family or specialists working in a field of journalist’s subject field. Mainly press releases are used as backround information, for educational purposes or for finding a theme for a longer story. Journalists receive a different amount of press releases. There is a tendency for a newspaper’s general e-mail to receive more press releases than journalist’s personal work e-mail. Number of the received press releases is between 10 and 150. Relying on the journalists’ personal preferences only maximum 5 of these are used. This means that the average usage of press releases for the interviewed journalists is only nearly 7,5%. Journalists say that most of the received press realeases are good and well-structured, but they are not being used nevertheless. Most common reasons not to use the press release tend to be it’s subject not being close enough to the reader, impossibility to focus the story to the region, or release being too much of an advert to use as a piece of news. Press release’s sender is not important fot the interviewed journalists. Their opinions differ in a question weather a press release should include someones commentary and photos. Ladder are considered importand when there is not much time until the deadline or the article is meant for the online paper. All journalists find it important that the press release is geographically or emotionally close to the reader and it fills the criteria of news values. Backround information in the press releases is usually considered unnecessary – first hand it should be short and concrete, while the most important information should be placed in the beginning of a release and less important should come towards the end. Journalists definitely use a press release that is well-composed, short and concrete, important to the local reader and fills the criteria of news values. All the journalist said they never use a press release they finf being too much an advert.
Turunduskommunikatsioonitegevuste analüüs OÜ Ülemiste Autoteenindus näitel
(Tartu Ülikool, 2012) Neuhaus, Berit; Visnapuu, Triin, juhendaja; Tartu Ülikool. Sotsiaal- ja haridusteaduskond; Tartu Ülikool. Ajakirjanduse ja kommunikatsiooni instituut
An analysis of the activities of marketing communications in the example of OÜ Ülemiste Autoteenindus The bachelor thesis focuses on the marketing communications of micro organizations and examines it by using the example of a micro organization OÜ Ülemiste Autoteenindus. The author of the bachelor thesis is a member of the organization’s management board and is responsible for marketing and communications in that company. The reason for choosing the topic of marketing communications of micro organizations for the bachelor thesis lies in insufficient literature that would approach the subject from this particular angle and also, in the author’s practical need to learn more information regarding the planning of marketing communications of micro organizations. OÜ Ülemiste Autoteenindus is a start-up micro organization and so far, no marketing communications has been knowingly carried out. Thus, the questions of how to approach marketing communications of a micro organization and what to keep in mind upon planning arose. In Estonia approximately 80% of all organizations are micro organizations and therefore, the present thesis may prove useful for others when developing a plan for marketing communications. The aim of this bachelor thesis is to prepare a marketing communications plan for OÜ Ülemiste Autoteenindus on theoretical bases, to carry out the planned activities and analyze the effectiveness and suitability of the chosen methods of communications in the example of that particular micro organization. In order to achieve the aim, the following tasks were undertaken: 1. to analyze the organization and describe its options of marketing communications; 2. to prepare a plan for activities of marketing communications on the basis of theoretical presumptions and the description of the organization; 3. to carry out the activities of marketing communications and analyze their effectiveness; 4. to present conclusions which to keep in mind when planning activities of marketing communications in the future. The theoretical part of the bachelor thesis explains the notions of marketing communications, micro organization, channels and means of marketing communications and presents starting points for a plan of marketing communications in the context of a micro organization. The first task of the bachelor thesis describes the organization, the service it provides and the bases for carrying out marketing communications. OÜ Ülemiste Autoteenindus is an organization that provides maintenance and repair works for Volvo vehicles and whose mission is to offer the best service and customer experience to the owners of older Volvos. The goal of the organization is to position itself as a trustworthy and customer friendly service provider and to become an accepted partner of owners of Volvo cars that are two or more years old in Tallinn and Harju County. As the second task of the thesis, a plan for activities of marketing communications was drafted on the basis of the description of the organization. The main purpose of marketing communications is notification – to increase awareness of the organization and distribute information as to the services offered. The channels and means to achieve those goals were a homepage, personal sale, unification of visual identity, outdoor media, sales promotion and direct marketing. As the third task, the plan for activities of marketing communications was carried out in OÜ Ülemiste Autoteenindus and with the use of the method of self analysis the effectiveness of the implied methods was analyzed. The weaknesses of the plan were insufficient analysis of the context, too broad and inadequately descriptive specification of target groups, incomplete messages, purposes, strategy and information as to which channels and means were chosen to achieve which purpose and to deliver which message. Also, there was no risk analysis, budget, schedule or application and no assessment of the fulfilment of the purpose of the plan, respective criteria or control. As the forth task, the plan for activities of marketing communications that was carried out was assessed based on results and theoretical points and in order to carry out activities of marketing communications in the future a correction plan for the activities of marketing communications was prepared based on the experience gained. The pervious mistakes were avoided in the correction plan and it may be used as an example also by other micro organizations when planning their activities of marketing communications. The next step would be to implement the correction plan for the activities of marketing communications and analyze its results and effectiveness in the context of OÜ Ülemiste Autoteenindus in order to establish the accuracy of the correction plan in achieving its goals.
Vanemuise teatri sisekommunikatsioon etendust ettevalmistavas ja teenindavas osakonnas
(Tartu Ülikool, 2012) Nõgene, Paavo; Visnapuu, Triin, juhendaja; Tartu Ülikool. Sotsiaal- ja haridusteaduskond; Tartu Ülikool. Ajakirjanduse ja kommunikatsiooni instituut
Internal Communications of performance preparation and supporting unit at Theatre Vanemuine. Communication plays a big part in an organisation’s everyday routine. Regardless of the fact that a theatre is a cultural organisation that employs creative staff with a creative approach to everyday activities, communication has an important role to play to ensure a target oriented functioning of the organisation. Current thesis explores the communicational strengths and shortcomings in the preparation and service department of the productions at theatre Vanemuine, while also introducing the specific nature of a cultural organisation. The main questions of the thesis were: what are the most common and preferred channels for internal communication? What kind of information channels are missed at the theatre? Does the staff receive sufficient information relevant for their work and what kind of information do they lack? The research aimed to discover if and what are the strengths and shortcomings in Vanemuine’s internal communication, in order to define necessary activities for improving the everyday workflow. Key words: internal communication, culture, theatre, specific nature of cultural organisations. The research in this thesis includes qualitative and quantitative methods. Quantitative research includes a survey based on a written questionnaire and qualitative research includes short follow-up interviews based on one question from the questionnaire. The thesis also aims to describe the specific nature of a theatre as a cultural- art organisation based on theoretical research; according to my data research in this capacity has not yet been conducted in Estonia in terms of a BA thesis on internal communication. The theoretical part of this research provides the framework for the specifics of communication, internal communication, management and specific nature of cultural organisations. The theoretical framework is based on various authors, among them research by Denis McQuail, R. Waynes Pace, Don F. Faules, Edmund Leach, James E. Gruning, Maaja Vadi, Raivo Palmaru, Halliki Harro, Pervez Ghaur, Ian Palmer, Michael W Kramer, Eikhof, Haunchild, David A. Crespy et al. The present research confirms the theoretical viewpoints according to which creative organisations prefer informal communication and the employees of a cultural organisation have to work in a somewhat conflicting situation, where on one hand they should be offered a free and creative environment for creative functioning and on the other hand the organisation as a whole needs systemized approach to ensure that the creative input reaches the audience in accordance with the general targets and timetable of the organisation. The research showed that in general the information flow at Vanemuine is satisfactory and there are no substantial shortcomings. Observations and suggestions made in the process of the research about additional information needs have direct practical value in order to improve theatre’s workflow. The present research pointed out that several information channels are currently duplicated which ensures the theatre good probability of efficient communication even in cases of prompt changes in work plans. Results confirms the viewpoints of various experts according to which the management of a creative organisation greatly assumes informal and sensitive skills of communication and the wish to implement such approach as creative people strongly react to any attempt to force them into frames and regulations. As Vanemuine is the largest theatre in Estonia and this research only focused on the staff of the technical departments, there is great potential for further studies of internal communication at Vanemuine and other theatres. Theatre as an organisation is a valuable and interesting source for research.