When the past makes news: Cultivating media relations through brand heritage

• Autores: Valentina Martino, Alessandro Lovari
• Localización: Public Relations Review, ISSN-e 0363-8111, Vol. 42, Nº. 4, 2016, págs. 539-547
• Idioma: inglés
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• Resumen

  • Abstract The paper deals with heritage branding, investigating communication and PR models promoted by historical companies representing Made in Italy in the global market, in order to focus on their distinctive approach to media relations strategies and related practices. The study has adopted a multi-method approach, involving a panel of companies in the food & beverage sector. In-depth interviews from PR professionals highlight the potential of heritage branding to develop an authentic form of storytelling, based on quality branded contents and the strategic management of corporate history, thus cultivating long-standing relationships with the media.