Communication Strategy for HPK Liiga Ltd.
Savolainen, Kati (2019)
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019120223973
https://urn.fi/URN:NBN:fi:amk-2019120223973
Tiivistelmä
The focus of this study is to find out the best possible communication strategy solution for HPK Liiga Ltd. which offers hockey entertainment in the field of sport and entertainment.
Firstly, this thesis presents unique aspects of sport as a business and moves along to corporate communications, integrated marketing communications and stakeholder management. The second main chapter is devoted to communication strategy work and special fields of corporate communication.
The research dealt with stakeholders and their media selection and reputation of HPK. Also, internal research of HPK’s current state of communication was performed. Both primary and secondary data were used in the research. The author selected both qualitative and quantitative research methods for this thesis. Quantitative research was conducted as a sample survey and qualitative researches as groupwork and interviews. These two ways of data collection complement each other as both external and internal analysis are to be used in strategy formulation.
At the end of this thesis, the author presents the key findings of the study. These analyses consist of current state of communications analysis, media channel asessment, stakeholder management, strategic messaging styles and crisis communication in addition with corporate social responsibility revision. These all mentioned areas need to be linked to the corporate strategy that HPK Liiga Ltd. has renewed recently.
The results portray that HPK’s current state of communication is filled with weaknesses. However, the opportunities that it has for the 90th anniversary season play a large role in the future success of communications. If the opportunities are utilized, the communications have good chances to overcome almost all weaknesses.
It is highly recommended that HPK conducts more research on stakeholders and media selection. As sport objects enjoy the affinity advantage, there is a great need for understanding the stakeholders more.
New communication strategy can be found as an appendix of this thesis.
Firstly, this thesis presents unique aspects of sport as a business and moves along to corporate communications, integrated marketing communications and stakeholder management. The second main chapter is devoted to communication strategy work and special fields of corporate communication.
The research dealt with stakeholders and their media selection and reputation of HPK. Also, internal research of HPK’s current state of communication was performed. Both primary and secondary data were used in the research. The author selected both qualitative and quantitative research methods for this thesis. Quantitative research was conducted as a sample survey and qualitative researches as groupwork and interviews. These two ways of data collection complement each other as both external and internal analysis are to be used in strategy formulation.
At the end of this thesis, the author presents the key findings of the study. These analyses consist of current state of communications analysis, media channel asessment, stakeholder management, strategic messaging styles and crisis communication in addition with corporate social responsibility revision. These all mentioned areas need to be linked to the corporate strategy that HPK Liiga Ltd. has renewed recently.
The results portray that HPK’s current state of communication is filled with weaknesses. However, the opportunities that it has for the 90th anniversary season play a large role in the future success of communications. If the opportunities are utilized, the communications have good chances to overcome almost all weaknesses.
It is highly recommended that HPK conducts more research on stakeholders and media selection. As sport objects enjoy the affinity advantage, there is a great need for understanding the stakeholders more.
New communication strategy can be found as an appendix of this thesis.