Media Strategy and Place Branding in the Transnational European Öresund Region

Abstract

The aim is firstly to present a conceptual discussion about the relationship between media strategies and place branding, media effects and relations between sources and journalists. Second, based on a case study of the European transnational Öresund region (Danish- Swedish) the aim is to describe and analyze a contemporary agenda-building, media serviceoriented place branding strategy. The empirical case consists of a descriptive study of Öresund Media Platform, an EU Interreg project (2012-2014). A content analysis of how the news press in the Öresund Region has reported on Öresund place issues 2002-2012 is presented. Earlier research questions direct media effects and describes the relationship between organizations and media as a power struggle. The interactive and digital media development in combination with changing relations between sources and journalists has created a new media landscape. Uni-directional media strategies may still be relevant, but strategies adapted to the contemporary organizational processes of media organizations are becoming more relevant. The media-service approach, focusing agenda-building using semiindependent news agencies is an example of a new branding media strategy. This paper is as an example of a public relations and media studies approach to place branding. The case study describes an innovative city and place branding strategy, founded in the contemporary media development in a transnational European region.