Open Access. Powered by Scholars. Published by Universities.®
Social and Behavioral Sciences Commons™
Open Access. Powered by Scholars. Published by Universities.®
- Keyword
-
- Public relations (9)
- Case study (3)
- Reputation management (3)
- Engagement (2)
- Image repair (2)
-
- Social media (2)
- Affinity card (1)
- Affinity card program (1)
- Agency public relations (1)
- Athletics (1)
- College (1)
- Content analysis (1)
- Crisis communication (1)
- Crisis response phase (1)
- Critical Race Theory (1)
- Digital journalism (1)
- Division I (1)
- Earned media (1)
- Emerging artists (1)
- Engagement Information-Community-Action (1)
- Entry-level skills and abilities (1)
- Ethnic identity (1)
- Ethnic pride (1)
- Feature story (1)
- Feminist theory (1)
- Gender equity (1)
- Golf (1)
- Health communication (1)
- Higher education (1)
- Image Repair Theory (1)
Articles 1 - 13 of 13
Full-Text Articles in Social and Behavioral Sciences
Examining The Intersection Of Public Relations And Vaccine Communication: An Analysis Of Audience-Centered Strategies For Evolving Health Information, Julia A. Mills
Seton Hall University Dissertations and Theses (ETDs)
In an uncertain environment, public relations (PR) practitioners provide signposts to fulfill different audience information needs. However, little research exists on the role of the PR practitioner in communicating evolving health information, especially during urgent health events like a pandemic. Through a comparative case study of PR tactics by three American public health organizations, this project aimed to understand what strategies health care professionals can use to improve communication about the COVID-19 vaccine to priority populations. The findings then informed an original artifact with six best practices for audience-centered vaccine communication.
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.
Digital Journalism Within The Framework Of Higher Education Public Relations: A Case Study And Manual For Creating Online Feature Stories To Engage Prospective Students, Hunter Desimone
Seton Hall University Dissertations and Theses (ETDs)
Higher education institutions (HEI) are facing increasing competition for student enrollment. Studies indicate that websites are now the main source of a prospective student’s information-gathering process, but little research has been done on how higher education institutions can operationalize their websites as functions of public relations to persuade prospective students to apply. This project investigates how concepts of digital journalism can be used to create online feature stories that engage prospective students. A case study was conducted that included an examination of digital journalism literature, an analysis of digital journalism and public relations textbooks, and a content analysis of college …
Tweeting During A Crisis: Best Practices For Public Relations (Pr) Professionals For Reputation Management During Racial Bias Cases, Gabrielle Vanadia
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
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. …
Navigating The Rough On And Off The Course: Best Practices For Reputation Management And Image Repair In Professional Golf, Erica Joy Naumann
Navigating The Rough On And Off The Course: Best Practices For Reputation Management And Image Repair In Professional Golf, Erica Joy Naumann
Seton Hall University Dissertations and Theses (ETDs)
Reputation management is a challenging yet necessary process for athletes in need of image repair. This study, focused on the golf industry, compares the scandals and image repair processes of professional golfers Tiger Woods and John Daly. By analyzing William Benoit’s 1995 Image Repair Theory message strategies, the researcher was able to measure change in Woods’ and Daly’s reputations. This study found that when properly implemented, these message strategies can aid in the rebuilding of a damaged reputation. These findings supported the creation of a list of best practices for image repair which in turn, provide the golf industry with …
Preparing Students For The Real World: Analyzing Public Relations (Pr) Education For Entry-Level Practice In The Health Industry, Olivia Maria Lason
Preparing Students For The Real World: Analyzing Public Relations (Pr) Education For Entry-Level Practice In The Health Industry, Olivia Maria Lason
Seton Hall University Dissertations and Theses (ETDs)
Public relations (PR) agencies are often called upon to service the needs of niche industry areas of practice. These areas include healthcare communication which generates over 15% of firm revenue alone. Agencies are also top-employers of PR graduates, yet literature shows students are not meeting the skills and abilities expected of an entry-level practitioner. This study examined whether entry-level foundational skills and abilities (FSAs) are taught to PR students interested in the health field. Through a content analysis of undergraduate health communication syllabi in PR programs, the study found most FSAs were addressed; however, some areas were lacking. As such, …
Image Repair In Ncaa Division I Athletics, Joseph J. Martinelli
Image Repair In Ncaa Division I Athletics, Joseph J. Martinelli
Seton Hall University Dissertations and Theses (ETDs)
NCAA Division I universities are constantly under a threat of image loss due to both internal and external factors. The purpose of this study was to examine past image repair campaigns executed after a crisis by the following NCAA Division I member universities: Ohio State University, Louisville University, and the University of Maryland. A problem-oriented case study was completed on the media coverage of these situations, which evaluated the effectiveness of the strategies chosen by each respective university. Results revealed the best practices for public relations practitioners to repair and maintain a positive image in the collegiate landscape.
The Benefits Of Utilizing Earned Media For Emerging Pop Music Artists: A Case Study In Music Publicity, Brianna Bell
The Benefits Of Utilizing Earned Media For Emerging Pop Music Artists: A Case Study In Music Publicity, Brianna Bell
Seton Hall University Dissertations and Theses (ETDs)
Publicists play a significant role in achieving the short-term and long-term career goals of emerging pop music artists. Therefore, this study researches earned media within the pop music industry through a case study that analyzes the publicity strategies used by the teams of three successful pop music artists. This study finds that publicity is a cost-effective solution to the problems of declining music sales and the need to stand out in a saturated industry, and it provides seven best practices that are supported by industry professionals for publicists to use when creating campaigns that generate awareness and establish reputation.
Posting Straight From The Art: An Analysis Of How Nonprofit Performing Arts Centers Use Social Media To Engage Audiences, Sean Quinn
Seton Hall University Dissertations and Theses (ETDs)
With the NEA in jeopardy under President Donald Trump, nonprofit performing arts centers need to connect with potential donors now more than ever. Yet little research has been done into how venues should accomplish this. This project attempted to remedy that by analyzing what types of messages six nonprofit performing arts centers in the New York metropolitan area posted on Facebook and Twitter over a one-week period and which kinds of messages online audiences engaged with the most. Using the results, the study proposed seven recommendations public relations staff members can use to enhance their social media efforts and build …
Analyzing Tactics And Strategies In Pr Campaigns To Identify Best Practices For Targeting The Usa-Based Hispanic Population, Norky Karisa Diaz
Analyzing Tactics And Strategies In Pr Campaigns To Identify Best Practices For Targeting The Usa-Based Hispanic Population, Norky Karisa Diaz
Seton Hall University Dissertations and Theses (ETDs)
This study analyzed tactics and strategies in public relations campaigns targeting Hispanic-Americans in the United States for its effectiveness in order to identify the best practices to guarantee a successful campaign. This study included a case study examining three public relations campaigns targeting Hispanic-Americans. The case studies uncovered common themes and trends throughout the three campaigns, as well as analyzed the tactics and strategies that were implemented. This then resulted in the recommendations of the best practices for effectively targeting Hispanic-Americans throughout public relations campaigns which were, conduct extensive research, determine the theme, determine the language, and be culturally relevant.
A New Product's Strategic Market Launch: Determining What The Public Wants, Victoria L. Swift
A New Product's Strategic Market Launch: Determining What The Public Wants, Victoria L. Swift
Seton Hall University Dissertations and Theses (ETDs)
.
Creating An Affinity Card Program: Developing A Response For Proposal, Peter A. Gasparro
Creating An Affinity Card Program: Developing A Response For Proposal, Peter A. Gasparro
Seton Hall University Dissertations and Theses (ETDs)
.