Social and Behavioral Sciences Commons^™

“We’Re Not Gay One Month Out Of The Year…We’Re Always Who We Are.” Exploring Connections Between Organizations, Pride Branding, And Lgbtq+ Publics, Sam Goodman

All Theses

LGBTQ+ visibility has increased in American society; moral acceptability of these identities increased significantly over the last 20 years alone and several US Presidents deemed June to be Pride Month in recognition and celebration of these individuals. To major companies and organizations, LGBTQ+ identities – which constitute more than 11 million US adults – are a growing and richly diverse market segment with considerable buying power and cultural influence. As companies attempt to engage with this segment, they increasingly attempt to engage with Pride Month and events related to Pride – including but not limited to having same-sex representation in …

Media And Social Media Best Practices For Feminist Activist Groups And Organizations, Arien Rozelle

The Seneca Falls Dialogues Journal

Feminist organizations and activist groups from the Women’s Suffrage movement to the Women’s March have utilized media relations tactics and techniques to share organizational messages. Over time, the art of media relations has evolved from a tactical role to a strategic necessity, one that is vital to the success of any activist organization or group as they seek to inform, educate and/or persuade their intended audience through the use of media and social media.

This essay identifies best practices for feminist activist groups and organizations to help begin or improve their media relations efforts, ranging from initial hiring, to media …

Advancing Women In The Public Relations Industry Through Mentorship, Male Allyship, And Overcoming Gender Biases, Emily High

Seton Hall University Dissertations and Theses (ETDs)

Women make up a majority of the public relations industry, but they are less likely to hold leadership positions. This study examined best practices to advance women in public relations. Through a cross-case analysis of two male allyship programs in the workplace, four themes were found: Listening to Women, Leaders Working Together, Not Just a Women’s Issue, and how Overcoming Gender Biases Leads to Unbiased Training. Then, a best practice guide and training plan were developed for how to promote an environment of gender equality in the public relations industry.

A Tale Of Two Companies: The Importance Of Public Relations Amidst The Shift Towards Corporate Activism, Olivia Schwab

Honors Theses

By comparing the controversies that stemmed from Papa John’s John Schnatter and CrossFit’s Greg Glassman, some obvious public relations strategies stand out, including but not limited to understanding an audience, adapting to a changing environment, establishing a crisis communications plan, and taking controversial stands on issues close to the audience’s hearts. Most importantly though, if companies preach messages of social change, they must follow up on their stances with corrective action to do their best to help facilitate it in society.

While examining the history of corporate activism, it is clear why and how some corporations become the victims of …

Tweeting During A Crisis: Best Practices For Public Relations (Pr) Professionals For Reputation Management During Racial Bias Cases, Gabrielle Vanadia

Seton Hall University Dissertations and Theses (ETDs)

There are multiple message strategies utilized for public relations (PR) when communicating information on Twitter during a crisis. The purpose of this study was to determine the most effective reputation repair practice(s) used during racially bias related crises surrounding three retail companies. Tweets from the crisis response phase conveying apology, corrective action, denial, evasion of responsibility, and reduce offensiveness were examined in terms of likes, retweets, and replies through a case study and textual analysis approach. Results revealed that the reduce offensiveness strategy yielded the highest overall engagement and produced a best practices guide for future public relations professionals.

Tackling Toxicity: Identifying And Addressing Toxic Behavior In Online Video Games, Matthew Lapolla

Seton Hall University Dissertations and Theses (ETDs)

Online video games are plagued with toxic behavior, which has a strong potential to cause a reputation crisis for online video game developers. A grounded theory study was conducted to determine what online video game players consider to be toxic. An analysis of online forums for Overwatch and League of Legends was conducted alongside the observation of player behavior in Apex: Legends. Behaviors that were found to be toxic include flaming, poor teamwork, trolling, cyberbullying, and hate speech. The results were used to create a series of recommendations for online video game developers in their attempts to address toxicity. …

The Dove Real Beauty Campaign: How Does It Wash, Jessica Dieny

Journalism

This study analyzes the Dove Real Beauty Campaign including branding successes and failures, corporate responsibilities, and the evolution of the brand development and management through a two-way symmetrical model. It analyzes the DRBC from a marketing and public relations perspective as well as a women’s and gender studies perspective. Dove’s Real Beauty Campaign sprung from the idea that all women are beautiful and it sought to change the status quo by showing the natural physical variation embodied by all women and inspire a broader, healthier, more democratic view of beauty. As the power of the Dove Real Beauty initiative appears …