Suhtekorralduse roll Tallinki aktsiaemissiooni kampaanias
Date
2006
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Tartu Ülikool
Abstract
Description
The theme of my bachelor thesis: The role of public relations in Tallink
emission campaign
Next I will conclude the content of the thesis according to the questions raised.
How did public relations activities influence the campaign?
Current thesis elicits that effect of the public relations activities to the communication
campaign of Tallink emission was marginal as the aim of the public relations
operations was primarily to inform, not influence or compel to act.
Scanty and informative orientation of the public relations activity of the company is
substantiated by Tallink investor relations manager Peter Roose (Peter Roose, 2006)
with the fact that the company had very restricted possibilities to communicate with
general public and media during the emission period. Small role of the public
relations in the campaign is confirmed also by the chosen media expert, editor of
stock exchange news in Äripäev Annika Matson (Annika Matson, 2006), as in her
assessment, Tallink did not provide sufficient interesting information to the press, and
all articles that she wrote, were born on her own initiative. Therefore Tallink
practically exerted no pressure on media for the emission to be covered. Also
communication executive of Tallinn Stock Exchange Tex Vertmann complies that the
campaign was most affected by several external factors such as good timing of the
campaign, many people having free money available, positive expectations in
connection with past successful emissions etc. Similarly from the standpoint of the
campaign advertising played a larger role than public relations. Still it is not possible
to claim that there were no public relations activities, or their effect was missing
completely – from the beginning of stock emission Tallink has communicated several
press releases, press conference was organized, some articles were published as a
result of public relations activities after the article in Äripäev concerning so-called
“bug-companies” of Tallink (Matsulevitš & Traks 2005).
Which communication tools created a media event out of the campaign?
Rest upon analysis interviewed experts and media coverage, it can be said that Tallink
emission campaign was most influenced by introductory television, radio and print
advertisements. As it occurred from all interviews, television had the central role,
which was novel as companies arranging emissions in the past has not used this
medium. Television was an effective communication channel because of its wide
distribution and accessibility by different target groups –that ensured awareness of the
campaign among untraditional age groups and influenced them to note Tallink stocks.
In conclusion it can be said that Tallink advertising influenced results of the campaign
much more than public relations activities, but it is not the basis for statement that
only advertising would have created the media event. Just like Tallink investor
relations executive Peter Roose (Peter Roose, 2006) said, it derived from different
colliding factors – stock emissions are rare in Estonia, therefore every newcomer to
the stock exchange will be under microscope. Roose finds that “media event” was
easy to come by as Tallink has always been holding media’s attention.
Has Estonian media supported or hindered the Tallink campaign?
Based on the analysis of expert interviews and media coverage it is possible to claim
that Estonian media has supported the goals of the Tallink campaign, which were
primarily to inform and direct as many as potential investors towards investing. The
media has supported Tallink’s aspirations with extensive and positive media coverage,
which suggested reliability in Tallink due to multiple expert comments and articles
with analytical content. Texts in negative key also occured in media, however due to
their small amount, their influence has remained inconsiderable.
Keywords
H Social Sciences (General), bakalaureusetööd, suhtekorraldus, aktsiad, aktsiaturg, emissioon (maj.), Tallink (laevafirma)