Social and Behavioral Sciences Commons^™

Talking Heads: How Broadcast Media Frame The Public Relations Industry., Samara Rose Litvack

Electronic Theses and Dissertations

Researchers conducted a content analysis to measure framing of the public relations industry in 354 English language broadcast transcripts from the United States, Canada, and Australia from Sept. 1, 2009 to Aug. 31, 2010.

The overall tone toward public relations was strongly negative. Mentions reflected one-way forms of communication and mentions of the pejorative term "PR" appeared more frequently than mentions of "public relations". The profession was almost always mentioned within the body of the broadcast, as opposed to the headline or the lead paragraph.

Exploratory research showed 15 shows that included negative mentions 100% of the time. Additionally, 27 …

Youtube For Doc Burnstein's Ice Cream Lab: Employee Training And Social Media Pr/Marketing Through The Use Of Video Production, Lauren Margaret Scott

Journalism

Every small business owner is looking for ways to improve their customer base and increase their profits with the smallest amount of investment possible. Two of the most important elements of successful small restaurants are consistent employee training and PR/marketing strategies. This paper addresses the importance of effective employee training methods and PR/marketing methods. The effectiveness of YouTube videos is addressed as it pertains to Doc Burnstein’s Ice Cream Lab in Arroyo Grande, California. There is a focus on two-way communication and communication with publics.

Projecting A Preferred Identity: How Five Government Contractors Frame Their Corporate Brands Online, Nicole A. Merrifield

Masters Theses

This study expands framing research as a competitive intelligence tool for discerning the message strategies of a company’s competition. A content analysis of five Oak Ridge Associated Universities’ competitor websites was conducted to determine key subject areas and how each competitor positioned their business to a variety of publics. Using Entman (1991, 1993) and Hallahan’s (1999) framing research as the theoretical framework, the study reviews extant literature on corporate use of websites to frame reputations and cultivate relationships. Key findings reveal that ORAU’s competitors are more likely to promote new business, new hires/promotions, awards/honors, and project completions when issuing press …

Student Perceptions Of Public Relations And Journalism: A Pilot Study Of Attitude Shifts Through Curriculum Innovation, Bernard Mccoy, Jerry Renaud, Adam Wagler, Amy Struthers, John Baker

Bernard R. McCoy

Journalism and Public Relations have had a long and often contentious relationship. It is rare when journalists and advertising/PR specialists work well together in the real world. It is equally rare when advertising, public relations and journalism students work together as part of their classroom education. This pilot mixed methods study explored the perceptions journalism and public relations majors had about each other’s professions. The experimental group was comprised of 40 journalism and public relations majors who worked together covering a national event in an immersive college class. The control group included 68 students who participated in a more traditional …

Girls On Screen: How Film And Television Depict Women In Public Relations, Jane Johnston

Jane Johnston

This paper explores how women in public relations have been depicted in the popular culture forms of film and television. With some reference to early screen depictions, it focuses primarily on film and television from the past two decades, analysing women in a variety of public relations roles in the 1990s and 2000s. The study looks at nine leading television series and movies from the United States and United Kingdom to examine how women in public relations are portrayed, and also collates the data from previous studies to develop a profile of how depictions have changed since the 1930s. Primarily, …

Rebuilding A Professional Athlete's Reputation After A Scandal: Refining Public Relations Techniques, Ashley Johnson

Journalism

No abstract provided.

Developing And Managing Personal Brands: Strategies In Marketing, Public Relations, And Entertainment, Julianna Barker

Journalism

No abstract provided.

Intention To Comply With Food Safety Messages In A Crisis As A Function Of Message Source And Message Reliability, Karen June Freberg

Doctoral Dissertations

A key role of public relations is to manage crises, unexpected yet unpredictable events that cause emotional and physical harm (Coombs, 2007). Among the challenges in handling a crisis effectively is dealing with the various media in which information is presented. Because the use of social media in a crisis is a relatively new phenomenon, further understanding of the challenges and opportunities of these media is warranted. Part of meeting this challenge requires precise modeling of consumer responses to safety messages. To remedy gaps in our understanding of social media and food safety crisis communications, consumer intent to comply with …

Public Relations In The California Wine Industry: Improving Social Media Use Focusing On Facebook And Twitter, Stephanie Moore

Journalism

The public relations field advances constantly. The Internet and invention of online social networking has caused public relations practitioners to drastically change their ways. Now practitioners must learn to incorporate these new public relations strategies with traditional strategies to be successful in their field. The prevailing sites in online social networking are Facebook and Twitter. When practitioners integrate social networking to their arsenal of tools in the correct way, especially in the winery industry, the result may be exceptional.

Love Out Loud Campaign: The Use Of Public Relations In A Suicide Prevention Program, Rachel Helen Egan

Journalism

Each year at Cal Poly, the student community loses at least one student to suicide; many more suffer from depression and its effects. The students who started the Love Out Loud Campaign saw a need for awareness about the aforementioned topics. The campaign raises awareness about depression and its effects, as well as attempts to change the stigma associated with the issue. This paper addresses the need for student initiated suicide prevention campaigns on college campuses, as well as the ways in which the field of public relations can be utilized in said campaigns. The importance of depression awareness is …

Prevalence And Success Of Reverse Mentoring In Public Relations, Douglas J. Swanson Ed.D Apr, Betsy A. Hays M.A. Apr

Douglas J. Swanson, Ed.D APR

The article by professors Hays and Swanson points out the public relations workplace is changing rapidly and points out practitioners are being warned of the dangers of being “slow to catch on” when many of their clients already are familiar with social marketing technology and request its utilization in communication efforts. As a result, some public relations people turn to younger, more technologically adept individuals for training to bring the experienced professionals “up to speed.” This kind of training relationship is among the most common variants of what has come to be known as reverse mentoring. Although little is known …

Getting Law Students Into The Law Library: The University Of Michigan Succeeds With A Plan, Jennifer L. Selby

Law Librarian Scholarship

The goal of the University of Michigan Law Library's Awareness Campaign was to raise the consciousness of law students about the many ways in which librarians here can help them succeed as students now and as lawyers later. We sought to increase the number of students using the library. We wanted to get them physically into the library, and, once here, we wanted to increase students' use of the library's services: reference and circulation services, research consultations; our multitude of web-based resources, including our online research guides, book sts, and tutorials; group study rooms, etc. Not onl did we strive …

Public Perceptions Of Organizational Culture And Organization-Public Relationships, Cherisse Fonseca Rivera

USF Tampa Graduate Theses and Dissertations

Almost 30 years ago, public relations scholars began to process the idea that the concept of culture was important to public relations practices. In particular, scholars questioned what influence culture might have on the communication process and relationship building between organizations and their stakeholders. Yet, today culture is still an understudied concept in the public relations literature. The purpose of this study is to analyze how of organizational culture, as defined by Sriramesh, J. E. Grunig, and Dozier (1996), is significant to the relationship outcomes in public relations. The theoretical framework for this study consists of organizational culture theory and …

The Place Of Arts And Culture Sponsorships Within The Theory And Practice Of Public Relations, Brenda Carney

Theses

This study is concerned with the role and position of sponsorship, specifically sponsorship of the arts, in public relations. It aims to add to the, as yet considerably sparse, body of knowledge that exists on arts sponsorships from the perspective of the public relations practitioner.

The literature reveals that while sponsorship is used as a vehicle for public relations. it is often activated as part of an integrated marketing and public relations communications campaign. It also highlights the importance of planned communication based on organisational objectives and the different approaches to public relations including relational theory and rhetorical theory. Both …

The Impact Of Social Media On An Organisations Brand Image: A Public Relations Perspective, Kieran Collins

Theses

No abstract provided.

How Alumni Associations Cultivate Relationships With Their Graduates: A Public Relations Perspective, Glynis Dennehy

Theses

Significance of the study: Educational institutions need to diversify income streams, as all areas of state expenditure will experience severe cutbacks in the coming years. Looking outside traditional income channels is necessary and the use of successful public relations and communication strategies with graduates can contribute to the overall effectiveness of the institution’s fundraising.

Approach: The research involved a two-stage study with the first phase focusing on an extensive literature review of the key sources of secondary research including reports, articles and publications. The second stage of the study was conducted through qualitative research, which involved interviewing alumni relations professionals …

Hospice Organizations On The Social Media Scene: Benchmarking The Uses And Strategies Of Hospice Organizations On The Internet In 2011, Emily Tiller

LSU Master's Theses

As baby boomers age and the hospice industry grows to meet the demands for care, it is important that these organizations reach their consumers in sensitive and responsible ways. Building caring and mutually beneficial relationships with these consumers is important. Social media can give these organizations the platforms to build and maintain these relationships, but most of the hospice organizations in this qualitative study did not make good use of the opportunities online to relate to their publics. Using public relationships and relationship management measurements, this study monitored the online activity of seven hospice organizations. In general, these organizations under …

Goal Compatibility And Emotional Intensity: An Experimental Study Of Graphic Images In Strategic Communication, Lauren Marie Klinger

USF Tampa Graduate Theses and Dissertations

The purpose of this quantitative study is to examine receiver variables involved in strategic communications and to look specifically at the use of graphic images in strategic communication materials. It argues that any complete, general model of persuasion effects will include both goal compatibility and emotional determinants. It argues that some influential theories used in strategic communications scholarship, including the situational theory of publics and the elaboration likelihood model, are incomplete because they have omitted these variables. This study also tests variables related to willingness to communicate, behavioral intention, and attitude towards the organization. These variables are drawn from prominent, …

Connecting Creativity And Critical Thinking To The Campaign Planning Process, Marsha L. Matthews

Marsha Matthews