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Press and publicity management: the Dyson case

Press and publicity management: the Dyson case Entrepreneurial businesses are, by definition, different from large corporations. Thus, although the objectives of marketing communications of both types of firm are the same the ways in which each carries them out is different, and, whereas the nature of corporate marketing communications is well researched and understood, the nature of entrepreneurial marketing communications is largely unresearched. Entrepreneurs are restricted in their use of a wide range of marketing media favoured by larger organisations as a result of resource constraints. Thus, according to Stokes', entrepreneurs favour word‐of‐mouth marketing communication because it costs nothing. However, they could avail of other media. This article analyses the ways in which the entrepreneur, James Dyson, harnessed independent press publicity to create sales of his innovative new vacuum cleaner in the years from 1993 to1998. In particular it considers the content and linguistic style of the newspaper reports and how they influenced people's buying behaviour. The study was undertaken using a contemporary historical research methodology. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Corporate Communications: An International Journal Emerald Publishing

Press and publicity management: the Dyson case

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Publisher
Emerald Publishing
Copyright
Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
ISSN
1356-3289
DOI
10.1108/13563280410551132
Publisher site
See Article on Publisher Site

Abstract

Entrepreneurial businesses are, by definition, different from large corporations. Thus, although the objectives of marketing communications of both types of firm are the same the ways in which each carries them out is different, and, whereas the nature of corporate marketing communications is well researched and understood, the nature of entrepreneurial marketing communications is largely unresearched. Entrepreneurs are restricted in their use of a wide range of marketing media favoured by larger organisations as a result of resource constraints. Thus, according to Stokes', entrepreneurs favour word‐of‐mouth marketing communication because it costs nothing. However, they could avail of other media. This article analyses the ways in which the entrepreneur, James Dyson, harnessed independent press publicity to create sales of his innovative new vacuum cleaner in the years from 1993 to1998. In particular it considers the content and linguistic style of the newspaper reports and how they influenced people's buying behaviour. The study was undertaken using a contemporary historical research methodology.

Journal

Corporate Communications: An International Journal – Emerald Publishing

Published: Sep 1, 2004

Keywords: Corporate communications; Print media; Consumer behaviour

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