I krig och PR är allt tillåtet

Sammanfattning: To get across messages in todays ever more increasing information noise requires methods that get recipients to react and take notice of the message. One of these methods is the so-called "hidden PR", where the real message is hidden behind another piece of news, or simply pretending to be something other than what it is. This study examines the phenomenon of hidden PR from a receiver perspective, through qualitative interviews, which examine the reactions of covert public relations of respondents’ aged 20-30. Because relationship building and trust are key elements in the PR industry, the study has a special focus on trust and how the respondents' perception of hidden PR may affect their trust. The empirical data has been understood through theories relevant to the subject, which explains how trust can be understood in relation to Public Relations. The study results show that the hidden PR is considered to be a smart method to attract attention, and that the trust of the recipients is not significantly affected. There was some doubt regarding the respondents' attitude towards the phenomenon, indicating that the method moves across the boundary of what can be considered justifiable. The results revealed that the purpose behind the campaigns, as well as the perception of the underlying organizations, play a role in how the phenomenon is perceived. The study results also show that hidden PR only works if it is used to a limited extent, otherwise the receivers become indifferent before the method and there is nothing that justifies a further use.