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Organizational Cultures of Remembrance by Daniel Mai

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5.4.2  Planted articles featuring ‘tradition content’

Once in a while, a newspaper or a magazine published an exclusive feature article that told a unique story which was built around an element of AUDI AG’s product-related past. In contrast to articles based on pitched press releases, these stories were exclusive journalistic assignments that had been set up by Audi Tradition. If, how, and where an article was published did not arise by chance, but was based on an agreement between the department and collaborating journalists who ‘planted’ it in an external publication.

For example, the motorsports magazine Pitwalk (2011, February) released a 14-page article about Audi Tradition’s collection of Auto Union ‘Silver Arrow’

Grand Prix race cars. ...

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