Public Relations and Advertising Commons^™

Increasing Your Organization's Visibility: A Study Of Business And Financial Print Media, Sandra L. Mccollum

Theses and Dissertations

This study provides advice to investor or public relations professionals seeking increased national print media exposure for their organizations.

The author contacted 112 writers, editors and reporters from 16 business publications using postcards or e-mail. Twelve respondents participated in telephone or e-mail interviews.

The author found that reporters prefer to interview a chief executive officer for their stories. Participants also indicated they use outside sources, such as ex-employees, competitors and on-line databases, to learn more about an organization.

Participants were most interested in covering unexpected news, such as a fundamental change in the business, for hard news stories. The journalists …

Decreasing The Rate Of Turnover By Enhancing Employee Morale, Kyra De Blaker

Theses and Dissertations

This thesis studies the impact of morale on employee turnover. High employee satisfaction levels can reduce turnover. Eight in ten highly satisfied employees intend to stay with a company for more than two years, when compared to only two in ten dissatisfied employees.

To counter the disastrous effects of employee turnover, companies are establishing programs to boost employee morale. This thesis examines the morale programs of a New Jersey financial institution and the company's turnover rates. The author surveyed current employees to determine the level of employee morale and effective long-term motivators.

The financial institution recognizes the importance of employee …

Public Service Announcements For Broadcast Television: A Guide For Non-Profit Agencies, Karen Anne Jess

Theses and Dissertations

The purpose of preparing this guide was to create a reference for non-profit agencies to assist in creating a public service announcement for broadcast television. The author assumed that non-profit agencies are often working with no budget and the quality of the prepared PSAs is unacceptable. Also, the techniques used to create and distribute the announcements are incorrect. Since public service announcements are key to reaching a large audience for little or no money, the author felt it essential to create a reference for non-profit agencies to guide them in the production of their public service announcements. The primary research …

Cybercrisis Management: Handling Crises At The Speed Of Light, Thomas Stanley Jason

Theses and Dissertations

This study's purpose was to compile information on how to handle different types of cybercrises and compile them into an easy to use guide for experienced public relations professionals. The data search included library and Internet searches for information on handling cybercrises. Additionally, an e-mail survey was sent out to on-line public relations personnel to determine their experience with cybercrises. From that survey, professionals who stated that they have handled cybercrises were interviewed via e-mail.

The study determined that 20 percent of those surveyed had faced a cybercrisis. The study determined that the most important parts of cybercrisis management were …

Understanding Students With Diabetes: A Communication Handbook For High Schools, Karen M. Ferguson

Theses and Dissertations

Effective communication between students with diabetes and school personnel is essential to the well-being of the student. The author conducted this study to identify the needs, feelings, and behaviors of students with diabetes.

The author performed literature searches and conducted informal, qualitative research techniques to obtain information for the handbook. The author conducted telephone interviews with seven nurses from selected counties in Southern New Jersey. The author asked the nurses questions about diabetes management in their schools. The author also questioned 15 students with diabetes regarding communication efforts with the school, signs and symptoms of high and low blood sugars, …

New Jersey Municipalities' Methods For Building Non-Emergency Community Relations, Lizabeth Miller Galantino

Theses and Dissertations

The objective of conducting this study was to record the various methods of community relations held in New Jersey municipalities between January 1 and December 31, 1999.

A literature search was conducted; an original mail survey distributed to 210 mayors statewide; data was analyzed and presented in a quantitative format.

The following major conclusions were drawn:

A. If given an unlimited amount of funding, direct mail is conceived as the most effective way to publicize events and projects.

B. Newspapers were reported as the most effective, measurable publicity tool to get exposure for events and projects.

C. Mayors play a …

Public Relations Efforts To Promote New Sports Teams, Nancy Urban

Theses and Dissertations

The purpose of this thesis was to accumulate information relative to the various public relations practices, methods, and procedures utilized by the four NHL expansion teams during the two-year period June 25, 1997 to October 7, 1999. The thesis determined the extent of common public relations elements among the four NHL expansion teams. The study was approached from four perspectives: public relations, media relations, community relations and player perspective.

Eighteen questions were asked of each team: Nashville Predators, Atlanta Thrashers, Columbus Blue Jackets and Minnesota Wild to determine the extent of communication elements common among them.

Through in-depth interviews, it …

A Study To Determine How Casual Dress In The Workplace Affects Employee Morale And Productivity, Marisa Avallone Sharkey

Theses and Dissertations

The purpose of this study was to provide managers and key decision makers insight into how casual dress work environments compare to traditional corporate cultures by assessing the impact of casual dress on employee morale and productivity, two vital influencers of the bottom line.

Using a survey, based on a literature review, the author surveyed 148 human resources and performance management professionals serving in a human resources capacity in American companies. Responses were hand-coded and double-checked for accuracy.

This study has indicated that, overall, employee morale does improve as dress codes become more casual. However, the percentage of those surveyed …

A Guide To Effective Public Relations For The High School Athletic Director, Joseph T. Cranston

Theses and Dissertations

The primary purpose of this research project was to develop a handbook for high school athletic directors so they can apply effective public relations practices to their athletic program on a daily basis. Fifteen high school athletic directors from different counties in New Jersey were interviewed to gain first-hand knowledge of the athletic public relations activities that are most effective. A review of several sources, including physical education and administration books, athletic journals and public relations books, supplemented the primary research by providing supporting research by some of the most well-respected public relations practitioners in the athletic arena.

The finished …

Employee Efficiency: A Case Study Of Former Welfare Mothers, Julie Kozempel

Theses and Dissertations

Welfare is a social phenomenon that comes with a variety of stigmas and stereotypes. Recipients are often categorized as lazy, uneducated and socially unacceptable.

Recently, corporations and whole regions are unable to find the qualified labor force they need. This researcher will discover whether ex-welfare recipients make worthy hires, thereby reversing stereotypes and furthering efficiency in the workplace.

A major component of employee relations involves retaining good employees who will extend the company's good image. Image and profits matter to CEO's who worry about the second bottom line. After reading this study, public relations practitioners can approach the CEO and …

Recruiting Minority Teachers: A Guide For Vocational School Administrators, Carole H. Thornton

Theses and Dissertations

The purpose of this study was to determine the severity of the minority teacher shortage in New Jersey's vocational schools and identify steps to be taken by administrators to attract and retain minority teachers.

A written survey was mailed to all 21 New Jersey county vocational school superintendents. Twelve surveys were returned.

The results of the study validate the need to hire more minority teachers to teach in our culturally diverse classrooms. Many vocational schools in the state reported difficulty in attracting minority candidates; however, weak or indifferent recruitment practices are partly to blame for the problem. Other causes of …

Face-To-Face Communication Vs. E-Mail: When To Use Which Form Of Communication In Today's Technology-Focused Society, Wendy Jayne Lathrope

Theses and Dissertations

The purpose of this study was to determine how employees in the publishing industry prefer to receive information from their managers and whether face-to-face communication is still valued in today's technology-focused society.

Using a mail survey, developed after a Lexis-Nexis literature review at Rowan University, the author polled 163 employees from three Philadelphia-area publishing companies regarding the channels through which they preferred to receive messages from their managers. The author hand-coded the survey results, analyzed the data and developed conclusions and recommendations.

The study found that employees (72.1%) preferred to receive messages through face-to-face communication. Men (8.3%) were more likely …

Strengthening A School-Community Relations Program Through Student Involvement, Karen Warner

Theses and Dissertations

This study's main purpose was to show the logic and benefits of involving students in school-community relations. The data collection consisted of online and library searches for information about schools that include students in their public relations efforts. Award-winning newsletters from 42 school districts were also examined to determine consistent qualities that lead to excellence in communications.

The study showed that while students are directly and indirectly involved in school-community relations on a continuing, daily basis, little has been documented about structured programs or formal involvement. Research supports the effectiveness of student involvement, yet few districts make a conscious effort …

How To Use E-Mail Marketing To Build Customer Relationships, Joseph J. Delmar Sr.

Theses and Dissertations

The purpose of this study was to identify popular techniques used to create successful e-mail marketing campaigns and how companies can use e-mail marketing to build customer relationships.

Related research indicated e-mail's popularity continues to grow and it is changing how companies market themselves. A content analysis of e-mail newsletters from the top 50 online advertisers was conducted. The research indicated many companies are still learning how to use e-mail marketing. Twenty-one companies failed to respond while others abused the customer relationship by sending unsolicited third party advertising and/or sponsorships with their e-mail.

Research findings also revealed that e-mail marketing …

How To Be An Effective Lobbyist: A Handbook, Yolette Cabrini Ross

Theses and Dissertations

The primary purpose of this research project was to develop a handbook for novice lobbyists that will acquaint them with the art of lobbying as it applies to the state of New Jersey. The handbook examines the professional relationship that exists between legislators and lobbyists. An analysis of the behavior and practices of lobbyists as they interact with legislators was conducted along with the interacting roles the two professions play in the legislative process. A review of several sources of information such as political science literature, political journals, practitioner essays and several newspaper sources were conducted to supplement the research. …

Professional Sports Teams And Fan Relations: A Public Relations Case Study Of The 1998-99 Philadelphia Eagles Football Team, Laura Elizabeth Litrenta

Theses and Dissertations

In professional sports, the field of public relations helps organizations foster positive relationships with their fans. But, when teams suffer losing seasons, recording more losses than wins, these relationships become strained.

The purpose of this study was to reveal how losing seasons affect the bond between professional sports teams and their fans. The results encourage sports relations practitioners to recognize fan needs and develop techniques that can help organizations maintain a more positive relationship with their fans during a losing season.

To examine the relationship between a professional sports team and its fans, this researcher traced the performance of the …

E-Mail Privacy In The Workplace: Is It A Public Relations Concern?, Charles H. Harrison

Theses and Dissertations

This study determined that many, perhaps most, public relations executives do not consider real or potential clashes between employers and employees over the use of organization E-mail systems for personal communication to be their concern.

The drafting of organization E-mail policy and its communication to employees seem to be the primary concerns of management information systems (MIS), human resources executives and legal counsel. When such policies result in misunderstanding and discontent among employees, human resources executives are more likely than public relations executives to seek solutions. Both public relations and human resources executives addressed the thesis question through a focus …

Intranets Vs. Printed Publications As Effective Employee Communication Tools, Paula S. Hoffman

Theses and Dissertations

Intranets, driven by time and cost-efficiencies, recently emerged as a major corporate communication tool. However, do employees want their company news delivered via an Intranet or do they prefer reading traditional printed publications?

This study's purpose is to determine employees' preferences and constraints concerning Intranet internal news delivery and content. These findings will guide communication managers in delivering effective Intranet content, design and programming.

This study surveyed 100 employees in a self-select method from the Philadelphia area who read company news on an Intranet for at least six months. The survey probed attitude and behavior toward reading an Intranet vs. …

A Student's Guide To The History Of Public Relations And An Inquiry Into The Use Of Public Relations History In The Classroom, Christine Dunnington

Theses and Dissertations

The purpose of this study was to compile a PR student-friendly history of public relations, as well as learn how several university PR programs include public relations history in their curriculum. Literary research and interviews provided the information required for this study. Most universities teach public relations history within an introductory course, providing a historical background for the methods used by practitioners today. Discussions with professors found that most would like to have the resources to go into greater detail about the roots of this relatively young profession.

Producing Award-Winning Publications, Jacob Christian Farbman

Theses and Dissertations

This thesis provides research findings on what design elements public relations professionals use to produce award-winning publications. Professionals in the workforce who use desktop publishing software to produce publications can use these findings as a reference guide. A survey was conducted of 15 public relations professionals who have won national awards for either their newsletters or brochures. These professionals belonged to one of the following public relations associations: the International Association of Business Communicators, the National School Public Relations Association or the Public Relations Society of America. Respondents were found to use serif typefaces for body copy, sans serif typefaces …

Communicating Through Photographs: A Guide For Public Relations Professionals, Carol Ann Desimine

Theses and Dissertations

The purpose of preparing this guide was to create a resource for public relations professionals to refer to when faced with the task of placing photographs in publications. The assumption is that most public relations professionals are not trained to think visually, partly because their education is focused on writing and virtually ignores aesthetics. Since readership surveys find that people prefer photographs over the written word, and that pictures capture attention quicker than headlines, it is essential that public relations people know how to use visuals to enhance a message. The primary research methods of this study were examination of …

A Comparative Study Of Recruitment And Enrollment Practices In Colleges And Universities Using Integrated Marketing Communications, Alisa L. Hogan

Theses and Dissertations

A study was conducted to determine if using an integrated marketing communications (IMC) approach to college and university recruitment and enrollment helps institutions better achieve their enrollment goals.

This study involved a review of related research, in-depth interviews with education-specific marketing consulting firms, and admissions and marketing professionals at various institutions of higher learning. Primary research involved a 14-item self-administered questionnaire mailed to selected four-year colleges and universities across the country. The questionnaire asked institution executives familiarity and general institutional marketing questions, marketing activity questions, use of IMC, opinion inquiries and demographics.

Mean scores through coded responses, frequencies and percentages …

The Effective Use Of Billboards As A Communications Tool, Donna M. Lithgow

Theses and Dissertations

The purpose of this study was to identify guidelines for communicators to use as a reference when designing an outdoor campaign.

Secondary research provided information on properly designing and using billboards as a communications tool. This information included studies on billboards, research on color and design, and statistics relating to the outdoor industry.

The author compiled a list of agencies who won OBIE awards between 1994 and 1998. These awards are given to agencies annually by the Outdoor Advertising Association of America to recognize outstanding billboard campaigns. These agencies are among the best in outdoor communication throughout the United States …

The Importance Of Morale In The Workplace, Allison Rohner

Theses and Dissertations

This thesis studies the impact of morale on productivity and the bottom line. Research shows companies with high morale generate higher profits, greater productivity and happier employees.

Thousands of organizations and companies have problems with morale, but few have found ways to solve them. This thesis identifies conditions that lead to higher morale. The thesis examines morale programs at top companies and looks at a variety of different studies.

The research indicates that employees need to feel their efforts create positive social changes. Companies can contribute to charities or they can create programs to show the company's impact on the …

The Efficacy Of Community Policing: A Community Relations Case Study Of Gloucester County, New Jersey Patrol Officers And Residents, Ian J. Finnimore

Theses and Dissertations

Community Policing has become a driving management strategy in many police departments throughout the United States. Police officers are being asked to form long-lasting relationships with community members so both publics can more easily work together to solve community and crime issues This study's purpose was to determine the efficacy of community policing as it relates to both patrol officers and residents to determine what public relations skills may assist future community policing initiatives. A patrol officer survey was designed and distributed to 24 municipal police departments. 394 surveys were delivered with 199 usable respondents. Officers were asked to give …

Reviving The Image: Communicating The Benefits Of Labor Unions, Kathleen Mulholland

Theses and Dissertations

The goal of this study is to show that unions need to communicate the purpose they serve in society to revive their tarnished image. The results show through quantitative and qualitative analysis that although some studies show the public approval rating of unions has increased, a negative image still exists.

To determine the type of message the mass media is sending to the public about unions, a content analysis was performed on articles written by the Washington Post about four national strikes. Twelve individual in-depth interviews were conducted using six union and six nonunion participants to gather detailed information concerning …

Public Relations Practitioners Versus The Media: The Analysis Of Standards, Stephen A. Kandik

Theses and Dissertations

This study determined how both the media and public relations practitioners perceived professional standards in the public relations field and how these perceptions could be changed. This study required the use of abstracting systems, the Internet, databases, journals and periodicals, in-depth interviews and e-mail surveys. Five in-depth interviews with journalists along with five in-depth interviews with public relations practitioners provided the information needed to create the survey instrument. Both journalists and public relations practitioners provided 99 responses to the survey. Data analysis included t-tests and a factor analysis. The study proved that the media view the professional standards within the …

Review Of Current Newsletter Literature With Today's Novice Publisher In Mind, Tobias Bruhn

Theses and Dissertations

The purpose of this project was to develop a comprehensive overview of current newsletter literature with the needs of novice publishers in mind. Just like any large organization or publishing house, first-time publishers use newsletters to communicate with their employees, club or church members, or customers.

However, in this booming industry, first-time publishers not only compete against each other, but also professional publishers with far greater resources and capabilities. No wonder that publishers go in and out of business on a daily basis. Therefore, this thesis limited the information to selected components of the newsletter production process appropriate for novice …

Changing The Image Of Vocational Education, Laura Timberman

Theses and Dissertations

The purpose of this study was to (1) determine existing opinions of vocational education and (2) identify steps to be taken by vocational schools to improve image problems and to attract students.

A written survey was sent to the 21 New Jersey public vocational school superintendents. Twenty responses were received.

The results of the study indicate that the term "vocational" indeed carries a stigma. The leading association for vocational education recently underwent a name change. Many vocational schools are following suit, changing their names to eliminate the word "vocational."

The study also addressed the new courses being taught at vocational …

Identity And Image: A Miss America Case Study, Melissa C. Connell

Theses and Dissertations

Through brochure copy and other communication channels, such as electronic media, organizations strive to effectively echo the company's beliefs, attitudes and values. Target audiences perceive the company in certain ways based on this media projection. Sometimes the image a company believes it has established is far different from the one the public sees.

As organizations aim to achieve this identity/image alliance, critics assert that the Miss America Organization has failed to meet the stated standards. In recent years, the Miss America Organization has received criticism from former contestants, politicians, feminist groups and some of its 80 million viewers for its …