Retailers' press release activity: market signals for stakeholder engagement?

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Whysall, P., 2005. Retailers' press release activity: market signals for stakeholder engagement? European Journal of Marketing, 39 (910), pp. 1118-1131. ISSN 0309-0566

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Official URL: http://dx.doi.org/10.1108/03090560510610752

Abstract

PURPOSE – To increase understanding of the role, content and effectiveness of press releases. DESIGN/METHODOLOGY/APPROACH – Qualitative and quantitative analyses of UK supermarkets' press releases in 2001/2002, a medium previously little researched in marketing, are undertaken. FINDINGS – Supermarkets seek stakeholder engagement on diverse issues with different mixes of groups. Treating releases as market signals demonstrates the important role of the press as filters and interpreters. Intended messages frequently fail to reach target audiences, and when they do can be significantly reinterpreted, so that positive claims are reported critically and negatively. Larger chains apparently produce more releases and gain more newspaper coverage, but generally volume of releases does not improve likelihood of press coverage. RESEARCH LIMITATIONS/IMPLICATIONS – The nature of qualitative data, the limited time frame, and possible omissions from source archives. PRACTICAL IMPLICATIONS – As level of coverage varied independently of turnover, higher release activity of larger chains was questioned. Seeking differentiation through press releases becomes problematic with the press as filters. ORIGINALITY/VALUE – This paper increases knowledge of press releases as market communications, and contributes to the literature of market signalling, notably emphasising the press as important signal intermediaries.

Item Type:

Journal article

Publication Title:

European Journal of Marketing

Creators:

Whysall, P.

Publisher:

Emerald Group Publishing Limited

Place of Publication:

Bradford

Date:

2005