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Public Relations and Advertising Commons™
Open Access. Powered by Scholars. Published by Universities.®
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- Broadcast and Video Studies (2)
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- Social Media (2)
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- Persona (1)
- Press citizenship behavior (1)
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Articles 1 - 7 of 7
Full-Text Articles in Public Relations and Advertising
Public Relations Planning & Strategy, Gary Carlin
Public Relations Planning & Strategy, Gary Carlin
Lynn University Digital Press Books
Public Relations Planning and Strategy is a comprehensive compilation of open access resources for college students seeking to understand PR planning and strategy essentials. This book presents a practical approach to developing effective PR plans that align with an organization's goals and objectives. Through case studies and real-world examples, readers will learn the critical elements of successful PR campaigns, including conducting research, identifying target audiences, creating messages, selecting media channels, and measuring results. This book also addresses emerging trends and PR issues, like the role and impact of social media and the importance of ethical considerations. With its practical approach …
The Promise Of Happy Cows: How American Milk Brands Persuade Consumers Regarding Farm Animal Welfare Conditions And How Consumers Respond To Incidents Of Being Misled, Chelsea Newson
Student Theses and Dissertations
The purpose of this research is to examine how American dairy companies employ language and imagery in brand communications (marketing, advertising, and public relations) to persuade consumers regarding farm animal welfare (FAW) conditions on supplier farms, and to examine how consumers respond in instances in which conditions on supplier farms are shown to be counter to what is depicted in brand communications. In other words, it examines how the dairy industry communicates its FAW-related values and promises to consumers and investigates consumer tolerance for being misled regarding FAW conditions. This project is thus intended as an exploration of the intersection …
An Exploratory Study To Conceptualize Press Engagement Behavior With Public Relations Practitioners, Liane W.Y. Lee, Leslie S.C. Yip, Kara Chan
An Exploratory Study To Conceptualize Press Engagement Behavior With Public Relations Practitioners, Liane W.Y. Lee, Leslie S.C. Yip, Kara Chan
Faculty of Management & Hospitality (THEi)
This study addresses how journalists respond to public relations (PR) practitioners in co-creating value for their audiences. The co-creation perspective is conceptualized by synthesizing extant literature from public relations and relationship marketing, including cultivation strategies in organization-public relationships studies, two-way symmetrical model in excellence theory, intereffication model, service-dominant (S-D) logic of co-creation in marketing, and customer engagement theories. Using long-interview technique with 18 journalists, the study investigates how journalists perceive media relations activities of PR practitioners from a value co-creation dimension. A new theoretical model titled press engagement behavior (PEB) with sub-dimensions in press participation behavior (PPB) and press citizenship …
Blogging As Marketing: From Writing To Revenue, Matthew Headland
Blogging As Marketing: From Writing To Revenue, Matthew Headland
Williams Honors College, Honors Research Projects
This research paper explores the evolution of writing from a form of self-expression into a tactic to build community and to earn revenue in the form of web logs, or blogs. A history tracing blogging back to personal diaries and journals operates to set the context for the methods by which current day blogs create persona, community, and revenue. Through research conducted utilizing industry reports, academic texts, and professional blog articles, a thorough examination of 3 types of blogs outlines the methods of creating a successful blog and how each type of blog is monetized. Current trends in personal blogging, …
Coolhunting: Marketing Tools & Techniques, Lillian Fuhrman
Coolhunting: Marketing Tools & Techniques, Lillian Fuhrman
Scholarly and Creative Works Conference (2015 - 2021)
Technology and the rise of mass media has made marketing and connecting with consumers more valuable than ever before. In order to reach consumers, many companies have employed coolhunters to predict trends, identify key influencers, and translate what they observe within subcultures into a tangible product. Coolhunters are individuals that observe different aspects of society, such as fashion, and use what they see to outline what is up and coming in terms of products, ideologies, and attitudes. These trend observations can then be used by companies in a multitude of ways; to develop products, to guide brand expansion, to develop …
Brunswick Educational Access Television Social Media Campaign, Nicole Rhoades
Brunswick Educational Access Television Social Media Campaign, Nicole Rhoades
Williams Honors College, Honors Research Projects
This social media campaign is to be executed by student managers within the Brunswick Schools Video Program. The Video Program provides journalistic experience to young students by immersing them in print and broadcast journalism that is provided to the Brunswick-area through Brunswick Educational Access Television.
On Campus Video, Featuring Lynda Calcote., Abilene Christian University, Gary Mccaleb, Lynda Calcote
On Campus Video, Featuring Lynda Calcote., Abilene Christian University, Gary Mccaleb, Lynda Calcote
McCaleb & Company
A videorecording of an interview with Lynda Calcote conducted by Dr. Gary McCaleb of Abilene Christian University.