Digital Commons Network^™

The Use Of Experiential Marketing In The Wine Industry Of Paso Robles Wine Country To Build Brand And Educate Wine Buyers, Caitlin Moore

Journalism

The Paso Robles Wine Country Alliance hosted a buyer’s retreat November 2-4, 2014. The buyer’s retreat consisted of business/restaurant owners coming to Paso Robles for three days of seminars, tastings, tours, etc. about the wine industry in Paso Robles. The hope from this retreat was that the guests would end up buying Paso Robles wine, ultimately helping to brand the wine industry of Paso Robles.

Climate Change, Situational Theory Of Problem Solving, And Issue Framing Effects, Michael Eddie Burch

USF Tampa Graduate Theses and Dissertations

This is an exploratory study of the Situational Theory of Problem Solving applied to the context of climate change communication. Selective exposure to politically slanted media is explored as a referent criterion and framing effects are also tested. Relationships between consumption of media characterized as conservative or liberal with referent criterion, Situational Motivation in Problem Solving, problem recognition, involvement recognition, and constraint recognition are tested.

Toward A Uses And Gratification's Model Of Twitter, Philip Ryan Johnson

Theses - ALL

This study proposed a uses and gratifications model of Twitter, an internet medium and micro-blog--a platform with both mass and interpersonal communication features for sending short messages to others. A survey was conducted among 242 Twitter users to test the model, including a standard investigation of gratifications sought and gratifications obtained of Twitter usage. In addition, expectations and availability of usage behaviors from McLeod and Becker's (1981) uses and gratifications model were examined. In the model, expectations were conceptualized as user expectations of satisfaction and operationalized as the difference between users' gratifications sought and gratifications actually obtained. Usage behavior availability …

Manufacturing News: Exploring How Public Relations Content Is Presented As News From An Agenda-Setting Perspective, Katharine R. Gore

Journalism

This study, conducted in San Luis Obispo, California, analyzes and investigates the relationship between public relations professionals and journalists, the role of public relations in news and how often content developed by the public relations industry is later portrayed as news.

Public relations-developed content has a growing presence in news. This is due, in part to the fact that more people work in the public relations industry than do in journalism fields. There is also a symbiotic relationship between the two industries, which is confirmed by existing studies and scholarly texts.

An effort was made by the author to track …

Local Government-Citizen Relationships: Using The Coorientation Approach To Analyze Relationship Effectivness, Melissa Wooten Graham

Doctoral Dissertations

One of the current debates in public relations scholarship surrounds how to evaluate and measure the effectiveness of public relations practitioners and programs and the value they add to an organization. Known as the ROI, or return on investment, in public relations, this concept is often hard to define. However, as management demands become stronger for more accountability from public relations departments, the need to effectively address this concern continues to grow. Previous research has shown that a strong indicator of the effectiveness of public relations is the relationship that exists between an organization and its publics.

This study details …

A Comparison Of The Source, Media Format, And Sentiment In Generating Source Credibility, Information Credibility, Corporate Brand Reputation, Purchase Intention, And Social Media Engagement In A Corporate Social Responsibility Campaign Presented Via Social Media, Kristie Byrum

All Dissertations

ABSTRACT This study addresses the impact of source, media format, and sentiment in the influencing source credibility, information credibility, corporate brand reputation, purchase intention, and social media engagement in a corporate social responsibility campaign presented in a social media environment. The study utilized a 2 x 3 x 2 ANOVA to analyze results from an online survey that exposed respondents to various source, format, and sentiment combinations. The source was designated as either a corporation or a consumer. The media format was a news release, an advertisement or a news article. The sentiment was classified as either 'with sentiment' or …

Social Media Public Relations Practices Of Community Non-Profit Organizations, Megan Stockhausen

All Theses

This thesis examines the use of social media for public relations in the non-profit sector. Specifically, self-perceptions and the implementation of social media by non-profit organizations was investigated through both interviews with social media practitioners and content analysis of Twitter. Through the lens of the five principles of dialogic communication, as set forth by Kent and Taylor (1998), eight community non-profit organizations were analyzed in a multiple case study. One interview and 150 tweets from a 12 month period were examined for each organization to determine the motivations for employing social media and whether dialogic communication was used to interact …

The Changing Format For Delivering An Effective Message Using Video And Multimedia In Education, Instruction, And Various Forms Of Communications: A Descriptive Analysis Using Public Relations Theory, Rachael Leigh Burnham

Journalism

ABSTRACT

Given the evolving nature of the forms of mass media in communication, it is imperative to stay up-to-date with the changes that occur in developing platforms of technology, as well as how these advancements are effecting new generations of learners and communicators. Generation Y students have developed a spectrum of learning styles and preferences due to their deep rooted connection to technology that has caused a conflict in learning with traditional, written instruction and communication. No longer do students just want to either read or listen, and video or multimedia platforms can provide them with the resources they may …

The Irish Sport Horse Abroad: The Role Of Public Relations In Promoting An International Brand, Marianne Van Pelt

Theses

This thesis uses a case study approach to explore the role of public relations in promoting an international brand. This thesis attempts to determine whether public relations can contribute significantly to the promotion of an established international brand. This thesis looks at whether the people in the organisation formally responsible for promoting the Irish Sport Horse brand have a stated goal of promoting the brand, a clear intention of promoting the brand through public relations tactics, and whether find these tactics successful. The thesis also looks at the views of opinion makers within the industry to try to verify the …

Building And Maintaining Legitimacy Online: Unicef's Use Of Facebook, John Kraps

Masters Theses

No abstract provided.