Tjänstesamverkans betydelse för resultatet av en fungerande PR-tjänst

Sammanfattning: The purpose of this study is to create an understanding of how the interaction between PR consultants and PR service providers can affect the performance of a PR service, as well as showing how PR consultants and buyers can act to initiate and further develop an efficient collaboration. The study uses multimethod research and is based on a deductive approach. Empirical collection was conducted through a combination of structured and semi-structured interviews. The interviews were conducted on two respondent groups, one consisting of 5 PR consultants and the other consisting of 5 buyers of PR services. Each interview session was initiated with the structured questions and further elaborated with the semi-structured interviews. The results of the study show that to increase the chances of achieving a good service outcome of a public relations service, a collaboration is required where purchasers are involved in the development of the PR service. Furthermore, the respondents' views on whether clients are involved in the development of the PR service diverge. The purchasers felt that they were involved in the creative process, contrary to the PR consultants view, that the client’s involvement was limited. Similarly, to what extent the client was providing information to the creative process, there were differences in opinions. The customers considered that their ability to share information was good, while PR consultants considered it less good. The study showed that communication had a central role in the creation of a public relations service. In order to achieve efficient cooperation, both parties suggested that two-way communication is a prerequisite. All respondents felt that there are risks when purchasing a PR service since the outcome of the service cannot be guaranteed or measured until afterwards. Factors that proved to be significant for the initiation and further development of cooperation were trust and personal chemistry. The study intends to contribute knowledge and guidance on what constitutes as a working relationship between PR consultants and buyers of PR services. With this understanding, both parties can apply this knowledge to increase the chances of successful service outcomes.