Evaluation of co-sourcing communications amongst international company and local public relations agencies (case company: company x)
Yin, Ying (2009)
Laurea-ammattikorkeakoulu
2009
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-200911165473
https://urn.fi/URN:NBN:fi:amk-200911165473
Tiivistelmä
The subject of the thesis is the evaluation of co-sourcing communications amongst international company and local public relations agencies, taking the company x as a case.
It analyses the environment the co-sourcing PR agencies communicate with international clients, compares with the current communications the case company has, and comes up with practical suggestions for the company to have better cooperation with local agencies to achieve mutual benefits.
The theoretical part consists of following the theories: communication, public relations, business process outsourcing, co-sourcing, business process co-sourcing and best practices.
The writer utilizes mixed methodology in the study, starting with qualitative research which includes case study, survey studies, and interviews with PR supervisor in the company, and following with a quantitative survey carried out in empirical part.
The study demonstrates that the communication flow between the case company and local PR agencies runs relatively smoothly and local PR agencies are generally satisfied with their relationships. Nevertheless, certain communication channels are demanding from time to time, communication platform which creates a united communication system and coordinates communication flow is lacking.
As results of the thesis, the writer builds an extranet for the case company to enhance quality of communication with local PR agencies, along with practical suggestions in communication, global campaigns, localization, information sharing, and communication channels.
It analyses the environment the co-sourcing PR agencies communicate with international clients, compares with the current communications the case company has, and comes up with practical suggestions for the company to have better cooperation with local agencies to achieve mutual benefits.
The theoretical part consists of following the theories: communication, public relations, business process outsourcing, co-sourcing, business process co-sourcing and best practices.
The writer utilizes mixed methodology in the study, starting with qualitative research which includes case study, survey studies, and interviews with PR supervisor in the company, and following with a quantitative survey carried out in empirical part.
The study demonstrates that the communication flow between the case company and local PR agencies runs relatively smoothly and local PR agencies are generally satisfied with their relationships. Nevertheless, certain communication channels are demanding from time to time, communication platform which creates a united communication system and coordinates communication flow is lacking.
As results of the thesis, the writer builds an extranet for the case company to enhance quality of communication with local PR agencies, along with practical suggestions in communication, global campaigns, localization, information sharing, and communication channels.