Analiza PR strategije i kriznog komuniciranja na primjeru Fyre Festivala

master's thesis

• Title (english): An Analysis of PR Strategy and Crisis Communication: The Case of Fyre Festival
• Author: Antonija Senjak
• Mentor: Domagoj Bebić (mentor)
• Committee member: Domagoj Bebić (predsjednik povjerenstva)
• Committee member: Marijana Grbeša-Zenzerović (član povjerenstva)
• Committee member: Hrvoje Jakopović (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2020-09-15, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

Organiziranje događaja složen je proces koji spaja različite grane i industrije, a u suvremenom dobu važan dio te aktivnosti čine izgradnja i promocija identiteta na društvenim mrežama. Među brojnim glazbenim festivalima Fyre Festival izdvojio se kao jedinstven slučaj. Njegova ideja zaživjela je zahvaljujući pomno osmišljenoj promotivnoj kampanji i atraktivnom virtualnom identitetu, no zbog izostanka drugih važnih segmenata organizacije događaja i nepostojanja kriznog plana, nije se održao. Njegova sudbina primjer je moći dobre marketinške strategije, ali i dokaz da je prilikom organizacije događaja neophodno biti pripremljen za moguću krizu. Nakon je stvorio identitet na društvenim mrežama uz pomoć mega influencera i slavnih osoba, jedini uspješan segment cijelog događaja bio je onaj marketinški, dok je sve ostalo ukazivalo na to da se festival neće moći održati onako kako su ga organizatori zamislili. Tim od dvjesto ljudi danonoćno je radio na izgradnji osnovne infrastrukture sve do samog dana održavanja, a organizatori nisu bili iskreni prema posjetiteljima, cenzurirajući svaku kritiku, izraz zabrinutosti ili negativan komentar. Naposljetku, događaj se nije održao zbog manjka vremena za realizaciju ideje, a društvene mreže dokrajčile su imidž Fyre Festivala koji ga je upravo tim putem na početku i izgradio.

Abstract (english)

Organizing events is a complex process that connects different branches and industries. In modern times an important part of this activity is the construction and promotion of identity on social networks. Among the many music festivals, Fyre Festival stood out as a unique case. It’s the idea that came to life thanks to a carefully designed promotional campaign and an attractive virtual identity, but due to the absence of other important segments of event organization and the absence of a crisis plan, it never took place. His destiny is an example of the power of a good marketing strategy, but also proof that it is necessary to be prepared for a possible crisis. After creating an identity on social media with the help of mega influencers and celebrities, marketing was the only successful segment of the event, while everything else indicated that the festival would not be able to take place as the organizers envisioned. A team of two hundred people worked day and night to build the basic infrastructure until the day of the event, but the organizers were not honest with the visitors, censoring any criticism, expressions of concern, or negative comments. In the end, the event did not take place due to a lack of time and money to realize the idea. Social networks ended the image of the Fyre Festival, which was built that way in the first place.

• Keywords: Fyre Festival; strategije odnosa s javnošću; organizacija događaja; krizno komuniciranje; društvene mreže; glazbeni festival; influencer marketing; Instagram
• Keywords (english): Fyre Festival; public relations strategy; event organization; crisis communication; social networks; music festival; influencer marketing; Instagram
• Language: croatian
• URN:NBN: urn:nbn:hr:114:101999
• Study programme: Title: Journalism; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra novinarstva (magistar/magistra novinarstva)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2020-10-29 08:24:58