Please use this identifier to cite or link to this item:
Full metadata record
DC FieldValueLanguage
dc.contributor.advisorHibberd, Matthew-
dc.contributor.advisorL'Etang, Jacqueline Yvonne-
dc.contributor.authorDuch, Martin-
dc.description.abstractThis research examines the role of Public Relations as a service field which is offered by communication agencies in Germany. The thesis studies which role PR plays for the service sector PR as an own industry and how the actors within that industry understand and apply PR concepts. In this regard this research tackles issues around a professional development of a young occupation, the market specifics and structures of PR communication services for communication agencies in Germany and how agencies act within this market. In this context the thesis is dealing with specific structures of agencies’ market and it is dealing as well with specific issues such as ethics, the actors’ challenges to prove their efficiency and the trends which are taking influence on the business in the future. This research relies on analyses of Anglophone as well as German literature and is based on a broad sample of high class experts – mainly PR practitioners – of more than forty semi-structured in-depth interviews. As an add-on there is a small sample group of PR approved field experts, containing scholars, former PR practitioners or clients, framing the core sample of primary data in order to contextualise literature and core sample feedback. This has been done to provide interesting viewpoints of outside the agencies’ perspective; like a client’s point of view. The thesis finds out that the service industry for PR in Germany is in regard to the emergence of specialised communication agencies a young one. As the research has been carried out in detail there is a wider range of reasons why the field itself struggles since end of World War II to establish a well prepared as well as defended own occupation. The research demonstrates that external agency factors like globalisation and technological evolution rapidly take influence on the service business likewise marked structural factors or the general challenge to differentiate services from competitors. The PR industry in Germany has still a positive future to face even if the market growth might not be comparable to the performance of the last twenty years which can be read in more detail within the research’s main part and the conclusion.en_GB
dc.publisherUniversity of Stirlingen_GB
dc.subjectstakeholder atomium of public relationsen_GB
dc.subjectuniverse of stakeholder managementen_GB
dc.subjectcompetitive advantageen_GB
dc.subjectcommunicational fielden_GB
dc.subjectagency service toolsen_GB
dc.subjectagencies area of expertiseen_GB
dc.subjectgerman pr agenciesen_GB
dc.subjectprofessionalism pren_GB
dc.subjectpr agencyen_GB
dc.subjectpr theoryen_GB
dc.subject.lcshCommunication in marketingen_GB
dc.subject.lcshPublic relations Germanyen_GB
dc.titleWhat role does Public Relations play in German communication agencies? - How do they understand and apply Public Relations concepts? -en_GB
dc.typeThesis or Dissertationen_GB
dc.type.qualificationnameMaster of Philosophyen_GB
Appears in Collections:Communications, Media and Culture eTheses

Files in This Item:
File Description SizeFormat 
Thesis Martin Duch.pdf7.05 MBAdobe PDFView/Open

This item is protected by original copyright

Items in the Repository are protected by copyright, with all rights reserved, unless otherwise indicated.

The metadata of the records in the Repository are available under the CC0 public domain dedication: No Rights Reserved

If you believe that any material held in STORRE infringes copyright, please contact providing details and we will remove the Work from public display in STORRE and investigate your claim.