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What Are Public Relations Doing In A 'Place' Like Place Marketing? A Proposed Public Relations Plan (Prp) For The Region Of Kainuu, Finland

In: Marketing And Management Sciences

Author

Listed:
  • ALEX DEFFNER

    (Department of Planning and Regional Development, University of Thessaly, Pedion Areos, 38334, Volos, Greece)

  • THEODORE METAXAS

    (Department of Planning and Regional Development, University of Thessaly, Pedion Areos, 38334, Volos, Greece)

Abstract

Public relations constitute one of the core tools of place marketing. The aim of this paper is to analyse a proposed Public Relations Plan (PRP) for the region of Kainuu, Finland. This plan is strategic and focuses on the effective communication with all the actors that are active in Kainuu, aiming also to contribute to its sustainable tourism development.The PRP is separated in two sub-PRPs. The first one is related to the internal environment of Kainuu focusing on the planning and implementation of particular actions that strengthen the active participation of the internal groups (enterprises, public organisations, citizens etc) in the promotion of the region's image and, consequently, in the region's tourism marketing. The second one has the same logic but is more complicated, since it is related to the external environment of Kainuu.The data are derived from the INTERREG IIIC project CultMark (Cultural Heritage, Local Identity and Place Marketing for Sustainable Development) that has been in operation in five European places (Nea Ionia, Magnesia-Greece – which was the lead partner – Chester-UK, Rostock/TLM-Germany, Kainuu-Finland, Pafos-Cyprus) from the beginning of 2004 till the end of 2006.

Suggested Citation

  • Alex Deffner & Theodore Metaxas, 2010. "What Are Public Relations Doing In A 'Place' Like Place Marketing? A Proposed Public Relations Plan (Prp) For The Region Of Kainuu, Finland," World Scientific Book Chapters, in: Damianos P Sakas & Nikolaos Konstantopoulos (ed.), Marketing And Management Sciences, chapter 52, pages 299-304, World Scientific Publishing Co. Pte. Ltd..
    • Handle: RePEc:wsi:wschap:9781848165106_0052
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    Keywords

    Management; Organizational Behavior; Marketing; Negotiation; Dynamic Models; International Business; Strategic Business; Human Resource;
    All these keywords.

    JEL classification:

    • O30 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - General

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