Multimedia based Public Relations in German Trade Fair Companies

Multimediale Public Relations bei Messegesellschaften

Regine Kalka () and Sabrina Krähling
Additional contact information
Regine Kalka: Department of Economics of the Duesseldorf University of Applied Sciences
Sabrina Krähling: Department of Economics of the Duesseldorf University of Applied Sciences

Duesseldorf Working Papers in Applied Management and Economics from Duesseldorf University of Applied Sciences

Abstract: Trade fairs need the media, and the media needs trade fairs. Trade fairs are events that attract extensive media coverage, and thus also many journalists. This is why the PR work of trade fair companies is a multifaceted field, which must take into account a variety of influential factors. Cooperation with media professionals is vitally important for project-related PR in particular. Continuous and balanced press work utilizing the full spectrum of PR measures is indispensable for such cooperation. Trade fairs and the media work in a partnership, and they are mutually dependent. To strengthen this partnership and to ensure that both sides can enjoy the most effective working relationship, methods must be used that not only ensure an optimal supply of information to media professionals, but that also maximise benefits for trade fair companies. Multimedia communication technology makes it possible to provide the most important information to journalists and media representatives in a rapid and affordable manner. As the primary research and publishing tool used by both sides, the Internet is playing an important role in PR today. The web can intensify the notion that PR is a service for the media, as something that makes it much easier for the journalists to do their jobs. But nevertheless, trade fairs are gathering places, opinion-shaping events and marketplaces that, unlike other enterprises, offer a product that brings together representatives from the worlds of business, politics and the media — at one location. This is why public relations must do more than just provide information. Multimedia PR can ease the workload of media professionals, but it cannot replace personal relationships. The top priority of public relations departments at trade fair companies should be to build trust and to work to ensure enduring, consistent partnerships. The possibilities of multimedia communication technology can only supplement such efforts. But the basis for maintaining these relationships is still personal contact and face-to-face discussions between PR specialists and media representatives. And trade fairs, which are media events and communicative marketplaces, are especially well-suited venues for such interaction and conversations.

Keywords: trade fairs; media; public relations; multimedia based communication technology; multimedia based PR (search for similar items in EconPapers)
JEL-codes: M30 (search for similar items in EconPapers)
Pages: 26 pages
Date: 2009-03
References: Add references at CitEc
Citations:

Published in Forschungsberichte des Fachbereichs Wirtschaft der Fachhochschule Duesseldorf ; 2009,7 ; ISSN 1866-2722

Downloads: (external link)
https://nbn-resolving.org/urn:nbn:de:hbz:due62-opus-5090 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ddf:wpaper:07

Access Statistics for this paper

More papers in Duesseldorf Working Papers in Applied Management and Economics from Duesseldorf University of Applied Sciences
Bibliographic data for series maintained by Stefanie Soehnitz ().