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10.5593/sgemsocial2017/41/S16.028

PLACING ROMANIA ON THE MAP: THE QUEST FOR RECOGNITION THROUGH GUINNESS BOOK RECORDS

M. Cernicova-Buca
Monday 9 October 2017 by Libadmin2017

References: 4th International Multidisciplinary Scientific Conference on Social Sciences and Arts SGEM 2017, www.sgemsocial.org, SGEM2017 Conference Proceedings, ISBN 978-619-7408-23-2 / ISSN 2367-5659, 24 - 30 August, 2017, Book 4, Vol 1, 221-228 pp, DOI: 10.5593/sgemsocial2017/41/S16.028

ABSTRACT

The contemporary society is drawn towards the spectacular, the out-of-the-ordinary, the amazing. Many companies, communities, cities acknowledge this feature and fight for public recognition by joining competitions and taking the effort to be placed in rankings. The paper focuses on Romanian records registered in the world-famous Guinness book of records as strategies for gaining recognition and reputation management. The study makes an overview of Romanian records and presents the case-study of Timisoara, which had three successful record-establishing events, two of which are part of a city-branding strategy, one being a personal record of a cartoonist. The media buzz around the events and the educational value of the city branding strategy are scrutinized, as well as the further life of the established records. PR practitioners can find inspiration for developing strategies to innovate reputation management strategies, while researchers will reflect on the impact of infotainment in contemporary society.

Keywords: Reputational capital, PR strategy, city branding, infotainment, ranking

PAPER DOI: 10.5593/sgemsocial2017/41/S16.028 ; PLACING ROMANIA ON THE MAP: THE QUEST FOR RECOGNITION THROUGH GUINNESS BOOK RECORDS

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