Dissertation proposal
This document outlines a dissertation proposal examining reputation management and stakeholder engagement strategies of nightclubs in Southampton. The research question asks what makes some clubs successful in managing their reputation through excellent communication with key stakeholders. The hypothesis is that successful clubs portray the benefits they bring to the local community and economy through targeted messaging to salient stakeholders. Secondary research will include media coverage, website analysis, and council records. Primary research such as interviews with club managers, councilors, police, and residents associations as well as surveys and focus groups is also proposed. The research process timeline spans May 2013 through November 2013.
Dissertation proposal
- 1. SIN CITY- The PR consequences of the nightlife economy Reputation management and key stakeholder targeting for clubs in Southampton Dissertation Proposal Alexandra Robitu 7th May 2013
- 2. WHY? • Planning a career in reputation management and stakeholder engagement • Job in the club element of the night economy => easy access to primary research • It is a subject that will keep me interested enough to go through with the actual dissertation
- 3. The Research Question • Why are some clubs in Southampton successful at reputation management and what makes their communication to key stakeholders excellent?
- 4. HYPOTHESIS • To be successful clubs in Southampton need to portray through their key messages the benefits they bring to the community and economics of Southampton, by using stakeholder salience
- 5. Terms of reference 1)Reputation management and stakeholder salience theories as they apply to the night- economy and clubs 2)Application: Good Bad Ugly
- 6. 3) Secondary research: • Media coverage: Daily Echo, Solent newspaper • Website analysis: Orange Rooms, Voodoo, Oceana • Club promotional material analysis • Southampton City Council Records 4)Primary research • Interviews: Club managers; City Council Counselors; Residents associations; Police; Street Pastors • Focus groups: employees of the clubs; customers • Surveys: customers 5) Critical Analysis
- 7. Research Process • Literature Search • Literature review • Interviews : City Council Counselors ( Carol Cunio – Chair) Club managers (Tom Novis- Orange Rooms; Kieran Woolf- Oceana; William Tickle- Voodoo) Police & Street Pastors Residents Associations: Residents’ Action Group- Polygon • Surveys: Community and Customers • Focus groups: Employees
- 8. Research Process MONTH RESEARCH PROCESS May Literature search June Secondary research July Secondary research City Council Counselor Interview August Secondary Research Club managers Interviews September Focus groups - employees October Survey – customers, community Interviews –police, street pastors November Critical Analysis
- 9. BIBLIOGRAPHY • See Bibliographical Handout