Online video in an organizational context : Developing a business plan for a video production company
Luukkonen, Mei (2016)
Haaga-Helia ammattikorkeakoulu
2016
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2016053111071
https://urn.fi/URN:NBN:fi:amk-2016053111071
Tiivistelmä
The landscape in which the faculties of organizational communication, public relations (PR) and integrated marketing communication (IMC) function in has changed very crucially over the past few years. Digital platforms reign and stakeholders increasingly turn to social networks to find information about and encage with organizations.
Due to these changes the means to build organizational identity, image and reputation as well as to distribute important messages have increased, forcing organizational communication, PR and IMC professionals to diversify their toolbox. Within these changes theoretical and empirical evidence demonstrates online video has become an important tool to reach stakeholders.
This master’s thesis is a product-oriented study and the practical part of the thesis is a business plan for an online video production company. The aim of the theoretical part of the thesis is to outline a literature review centred on the changes in organizational communication, PR and IMC landscapes and the meaning of online video within these changes. The methodological part is focused on concepts and theories relevant in relation to the operation of the enterprise.
In this thesis theoretical key concepts relating to organizational communication, public relations, integrated marketing communication an identity, image and reputation will be discussed. Also channels and methods to transmit online videos will be dealt with. These include topics such as bought, earned and owned media, online platforms and content and storytelling online. In the methodology section concepts such as benchmarking internal and external opportunities, tools in making strategy and designing a business model will be addressed.
Due to these changes the means to build organizational identity, image and reputation as well as to distribute important messages have increased, forcing organizational communication, PR and IMC professionals to diversify their toolbox. Within these changes theoretical and empirical evidence demonstrates online video has become an important tool to reach stakeholders.
This master’s thesis is a product-oriented study and the practical part of the thesis is a business plan for an online video production company. The aim of the theoretical part of the thesis is to outline a literature review centred on the changes in organizational communication, PR and IMC landscapes and the meaning of online video within these changes. The methodological part is focused on concepts and theories relevant in relation to the operation of the enterprise.
In this thesis theoretical key concepts relating to organizational communication, public relations, integrated marketing communication an identity, image and reputation will be discussed. Also channels and methods to transmit online videos will be dealt with. These include topics such as bought, earned and owned media, online platforms and content and storytelling online. In the methodology section concepts such as benchmarking internal and external opportunities, tools in making strategy and designing a business model will be addressed.