13: The marketing situation of music public relation agencies in the United Kingdom in relation to client acquisition methods and client search behaviour
Karsyn Robba; Lillian Clarkb a Northumbria University, Newcastle upon Tyne, United Kingdomb QA Higher Education, London, United Kingdom
Abstract
The aim of this study is to determine how musicians search for music PR services and if this search behaviour aligns with the marketing methods used by music PR agencies for client acquisition. The research is conducted through the analysis of interviews with musicians and music PR agencies and the analysis of agency websites for SEO use. This research shows that while many music PR agencies perceive the primary source of clients as word-of-mouth ...
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