Kings or pawns? The role of communication intermediaries in the corporate identity communication of growth companies

Abstract

Objective of the Study:

The objective of the study was to examine the corporate identity communication process in growth companies and to observe the role that journalists and PR professionals have in this process as well as the benefits they pose to growth companies. The case company was a Finnish mobile gaming company that has experienced strong growth in recent years and operates globally. At the time of data collection the case company was still formalizing its communication strategy. The study explored the role of communication intermediaries to answer the research questions: "How does the case company portray itself in its press releases?" and "How do foreign journalists write about the case company in their articles?".

Methodology and Theoretical Framework:

The data used in this study consisted of 6 press releases, 6 journalist-written articles and one semi-structured interview with the CMO of the case company. This data was analyzed using content analysis and appraisal analysis. The theoretical framework of the study illustrated how corporate identity messages informed communication intermediaries in developing their messages and how they became a channel for developing a unique corporate image and competitive advantage.

Findings and Conclusions:

The findings of this study suggest that journalists as communication intermediaries are a valuable tool in the corporate identity communication process. When compared with company-issued press releases, their articles seem to reflect the same identity themes and in a similar tone. From the perspective of growth companies, where resources are often limited, this would suggest that using journalists in place of other forms of marketing and advertising in identity-related issues would be a worthwhile option. These results also suggest that using journalists to create a unique image and competitive advantage for growth companies could possibly be advantageous. These findings were used to define the practical implications the findings may have for growth companies.