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Public Relations and Advertising Commons™
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Articles 1 - 15 of 15
Full-Text Articles in Public Relations and Advertising
Women In Modern Public Relations: The Evolution Of Public Relations In America, Jayah Waters
Women In Modern Public Relations: The Evolution Of Public Relations In America, Jayah Waters
Masters Essays
The profession of public relations is defined as a “strategic communication process that builds mutually beneficial relationships between organizations and their publics” (PRSA, n.d., para. 5). The profession was founded by men to refute criticism of big businesses during the rise of muckrakers known today as investigative journalists. Ivy Lee who wrote the first press release and Edward Bernays who developed the first press kit were significant influences in establishing the profession of modern public relations (Rise of the Image Men, 2019). Additionally the founding involved significant moments such as establishment of the Committee on Public Information (CPI) during World …
Social Media Use By Non-Profit Organizations In Kenya, Irene M. Malinga
Social Media Use By Non-Profit Organizations In Kenya, Irene M. Malinga
Masters Essays
Social media is used by individuals, companies, government institutes and organizations to communicate to the public, to market their products, as well as conduct public relations. In Kenya, companies, individuals and the government have mastered the public relations and marketing aspect of social media, yet local organizations are still struggling with finding their voice in the social media spaces. However, local organizations have mastered the act of using social media to reach their audiences. Although research has been done on how many Kenyan users are on various social media platforms, there is less information on how organizations use social media …
Public Relations Strategies To Manage Collegiate Co-Curricular Programs, Sarah Szweda
Public Relations Strategies To Manage Collegiate Co-Curricular Programs, Sarah Szweda
Masters Essays
The purpose of this project was to illustrate how principles of communications management, specifically the concepts of branding, audience analysis, relationship building and strategic communication plans, should be utilized in institutions of higher learning to manage and promote involvement in collegiate co-curricular events. This study combines research from student engagement with communication concepts and serves to bridge the gap that exists between literature on student engagement and practical public relations strategies. A case study that analyzes one collegiate cocurricular in terms of those four core concepts of communications management, providing practical findings and suggestions for implementing those strategies at other …
Branding A University Through An Experience: An Audit Of John Carroll University’S Communication Touch Points, Tori M. Price
Branding A University Through An Experience: An Audit Of John Carroll University’S Communication Touch Points, Tori M. Price
Masters Essays
This project was designed to compare branding and higher education literature to determine how a higher educational institution can generate brand loyalty and brand advocates through a process of managed communication touch points. John Carroll has received national recognition for their academic programs and has been regarded by many alumni as a great university experience. Therefore, an audit of John Carroll University’s communication efforts will demonstrate a comparison between the university’s communication process and the research, to determine how exactly brand loyalty is generated at a small, private, Jesuit university. The literature review will serve as a “best practices” guide. …
Pharma Goes Social: Exploring Social Media Guidelines For Pharmaceutical Direct To Consumer Advertising, Lisa Ferian
Pharma Goes Social: Exploring Social Media Guidelines For Pharmaceutical Direct To Consumer Advertising, Lisa Ferian
Masters Essays
Direct to consumer advertising of pharmaceutical increased in the United States between 2015 and 2016 by 9% to $5.6 billion (McCaffrey, 2017). The only two countries which allow detailed product claim advertisements are the United Sates and New Zealand. While traditional advertising channels have been successful to pharmaceutical companies, many are looking to turn to digital options such as social media to better reach their audiences and work around increased strictness of advertising to physicians. To date, minimal guidance has been provided by the Food and Drug Administration (FDA) and Federal Trade Commission (FTC) when it comes to social media, …
Comparative Content Analysis Regarding Brand Management Through Influencer Marketing, Julia Hurt
Comparative Content Analysis Regarding Brand Management Through Influencer Marketing, Julia Hurt
Masters Essays
The divide between advertising, marketing, and public relations has deteriorated over time, where each has a specific focus but no longer a particular correct way of reaching audiences. With the ever-growing presence of online social influencers, a new marketing practice known as influencer marketing has evolved, where brands connect with consumers in an authentic and meaningful way. Influencer marketing is a form of marketing that identifies and targets individuals through the influence of bloggers and their active voice. Research indicates how influence plays a role through social media to reach consumers. However, there is a gap in research when it …
Assessment Of Tips From Former Smokers: Implications For An Advance Directive Completion Campaign For Young Adults, Kimberly Clark
Assessment Of Tips From Former Smokers: Implications For An Advance Directive Completion Campaign For Young Adults, Kimberly Clark
Masters Essays
No abstract provided.
Digital Fanbases: How The Athletic Department In The Ohio Athletic Conference Engage With Audiences, Dale Armbruster
Digital Fanbases: How The Athletic Department In The Ohio Athletic Conference Engage With Audiences, Dale Armbruster
Masters Essays
Research has long sought to define and quantify the component of relationships within strategic public relations management. With the development of social media, public relations practitioners have new methods to employ in building and maintaining two-way relationships with audiences and key publics. This study is intended to expand upon current organization-management research and identify best practices for athletic departments seeking to engage with their audiences. The development of organization-public models is detailed, along with historical application of the concept to athletics. Analysis of Twitter data revealed common themes among athletic departments that engage audiences successfully. The study concludes with a …
The University As The Victim: How To Respond To The Media’S Allegations Of Sexual Assault On Campus, Elizabeth Juran
The University As The Victim: How To Respond To The Media’S Allegations Of Sexual Assault On Campus, Elizabeth Juran
Masters Essays
No abstract provided.
A Comprehensive Marketing Plan To Achieve I-Smile’S Marketing Strategies And Objectives, Istvan Baricz
A Comprehensive Marketing Plan To Achieve I-Smile’S Marketing Strategies And Objectives, Istvan Baricz
Masters Essays
No abstract provided.
Brand Integration And Sports Sponsorship: Benefits And Pitfalls, Tamzin Barroilhet
Brand Integration And Sports Sponsorship: Benefits And Pitfalls, Tamzin Barroilhet
Masters Essays
This essay is an overview of all the different ways for brands to integrate their message and identity with sports sponsorships. It also evaluates the current phenomenon of what sports sponsorship is in regards to today’s global marketing. This text will assess the relevancy that has allowed the different communication media to stay up to date with all the advancements in technology and how they apply to the sports marketing mix. Models of sponsorship and specific data research on consumerism will also be showcased to explain their influences on best marketing practices for brands to communicate through the sporting industry. …
Wine Public Relations: Promoting Georgian Wine In The U.S.Market, Tea Kokhreidze
Wine Public Relations: Promoting Georgian Wine In The U.S.Market, Tea Kokhreidze
Masters Essays
This project offers a hypothetical public relations plan for Georgian wine to achieve success in establishing Georgian wine export to the United States. It begins with the history of wine public relations and explores how winning public relations campaigns have been conducted in the wine business. Based on research presented in the literature review, a hypothetical public relations plan is provided on how to build a brand image for Georgia as an origin for wine and introduce Georgian wines to various U.S. markets. The public relations plan presented in the paper will aim to: introduce Georgian wines to various U.S. …
“Columbia Protects Rapists”: A Public Relations Approach To Managing Collegiate Sexual Assault Scandals, Michelle J. Kolk
“Columbia Protects Rapists”: A Public Relations Approach To Managing Collegiate Sexual Assault Scandals, Michelle J. Kolk
Masters Essays
No abstract provided.
Buy Local Brands Rising: The Secret Ingredient To Sustaining An Enduring Cleveland Bakery’S Legacy, Rebecca C. Wrenn
Buy Local Brands Rising: The Secret Ingredient To Sustaining An Enduring Cleveland Bakery’S Legacy, Rebecca C. Wrenn
Masters Essays
This creative project explores the subject of brand sustainability for local businesses. Evaluating bodies of literature in place branding and brand management, the project aims to investigate the trendy philosophy known as buy local, how small businesses can harness the power of their local community to both develop and sustain the company’s brand. With success from buy local campaigns, small businesses in return strengthen the community’s economy and the city’s brand. This essay uses Davis Bakery and Delicatessen, a 76-year-old Cleveland business, as a case study to illustrate the creation and maintenance of a buy local brand. The case study …
Sports Studies: Public Relations Guidelines, Kevin Smith
Sports Studies: Public Relations Guidelines, Kevin Smith
Masters Essays
With numerous sport studies programs throughout the country being added, this project is intended to function as a guide for developing a public relations plan to launch and grow these new programs. This paper will offer a hypothetical public relations plan for schools to use as a guide when adding their program.