Public Relations and Advertising Commons^™

Crisis Severity In Sportswashing: Examining The Effects On Host Nations, Erika J. Schneider, Courtney D. Boman, Mutaz M.. Barnawi, Kenon A. Brown

Media Studies - All Scholarship

This study examines how the men’s 2022 FIFA World Cup in Qatar, marked by allegations of labor abuses, influenced U.S. viewers’ perceptions of the host nation through the lens of “sportswashing.” Utilizing a survey of self-identified U.S. viewers of the World Cup, the analysis examines how viewers’ personal involvement and recognition of human rights concerns influenced their perceptions of the crisis’s severity. Findings show that recognition of the problem, by viewers themselves, significantly increased perceptions of severity, while involvement with the issue of human rights did not have a direct effect on severity perceptions. Higher perceptions of severity, in turn, …

Artificial Intelligence In Crisis Communication: Investigating Source Effects And Matched Crisis Responses On Stakeholder Perceptions, Erika J. Schneider, Victoria A. Kyriakopoulos, Youngji Seo, Nalae Hong, Moon Lee, Joon Soo Lim

Media Studies - All Scholarship

As public relations efforts increasingly integrate AI into operations, examining how the disclosure of AI as the source in organizational crisis communications affects public perceptions is increasingly relevant. This research investigates the effects of AI disclosure across matched crisis responses within a 3 (match crisis response: victim crisis-scapegoating, accidental crisis-excuse, preventable crisis-apology) x 2 (source disclosure: AI vs. human) experimental design survey. Key findings reveal that crisis responses with human sources, compared to those with AI disclosure, led to greater perceptions of organizational reputation and credibility across the three matched crisis responses. AI-disclosed messages from the company were also associated …

Engaging Polarized Publics In Corporate Social Advocacy, Joon Soo Lim

Media Studies - All Scholarship

No abstract provided.

Artificial Intelligence In Crisis Communication: Investigating Source Effects And Matched Crisis Responses On Stakeholder Perceptions, Erika Schneider Ph.D., Victoria Kyriakopoulos, Youngji Seo, Nalae Hong, Moon Lee, Joon Soo Lim

Media Studies - All Scholarship

As public relations efforts increasingly integrate AI into operations, examining how the disclosure of AI as the source in organizational crisis communications affects public perceptions is increasingly relevant. This research investigates the effects of AI disclosure across matched crisis responses within a 3 (match crisis response: victim crisis-scapegoating, accidental crisis-excuse, preventable crisis-apology) x 2 (source disclosure: AI vs. human) experimental design survey. Key findings reveal that crisis responses with human sources, compared to those with AI disclosure, led to greater perceptions of organizational reputation and credibility across the three matched crisis responses. AI-disclosed messages from the company were also associated …

Provoking Generative Ai Futures: Merging Theory And Praxis, Regina M. Luttrell Ph.D., Nick Bowman

Media Studies - All Scholarship

An accessible exploration of the myriad applications and challenges of generative AI for media and communication students, scholars, and practitioners alike.

The latest emergence of increasingly low-cost and scalable AI technologies presents a point of both celebration and concern for the contemporary media and information ecosystem. To this end, this edited volume gathers media and communications scholars and practitioners to engage in discussions and exchange ideas about current trends and developments in the field. Questions this volume asks include: What are the essentials of generative AI from a media and communication perspective? How has generative AI influenced research and scholarship? …

How Warm-Versus Competent-Toned Ai Apologies Affect Trust And Forgiveness Through Emotions And Perceived Sincerity, Joon Soo Lim, Nalae Hong, Erika J. Schneider

Media Studies - All Scholarship

As generative artificial intelligence (GenAI) becomes more integrated into corporate communication, its role in crisis messaging raises critical questions about audience perception and trust. Drawing on theories of machine heuristics, this study explores how relational cues in AI-authored crisis apologies shape emotional and cognitive responses that ultimately influence trust and forgiveness. A 3 (authorship attribution: AI vs. human vs. control) x 2 (relational tone: warmth vs. competence) between-subjects factorial design with 464 participants was conducted to assess if and how incorporating a warm tone into AI-generated apologies can help overcome AI's inherent limitations associated with machine heuristics. Results show that …

How Warm-Versus Competent-Toned Ai Apologies Affect Trust And Forgiveness Through Emotions And Perceived Sincerity, Joon Soo Lim, Erika Schneider

Media Studies - All Scholarship

As generative artificial intelligence (GenAI) becomes more integrated into corporate communication, its role in crisis messaging raises critical questions about audience perception and trust. Drawing on theories of machine heuristics, this study explores how relational cues in AI-authored crisis apologies shape emotional and cognitive responses that ultimately influence trust and forgiveness. A 3 (authorship attribution: AI vs. human vs. control) x 2 (relational tone: warmth vs. competence) between-subjects factorial design with 464 participants was conducted to assess if and how incorporating a warm tone into AI-generated apologies can help overcome AI’s inherent limitations associated with machine heuristics. Results show that …

Partisan Responses To Cancel Culture On Social Media: Hostile Media Effects On Political Behavior, Joon Soo Lim

Media Studies - All Scholarship

No abstract provided.

Perceived Stakeholder Engagement In Corporate Data Responsibility (Cdr) Communication And Its Relationship With Trust In Generative Ai Systems: The Mediating Role Of Algorithmic And Institutional Responsibility., Joon Soo Lim, Chunsik Lee, Donghee Shin, Junga Kim, Jun Zhang

Media Studies - All Scholarship

Proposing corporate data responsibility (CDR) as an emerging dimension ofcorporate social responsibility (CSR), this study examines how consumersperceive their generative AI (GenAI) company’s communication about dataresponsibility, and how these communications influence perceived CDR andtrust in the service. Using data from a national survey of 819 U.S. GenAI users,the findings demonstrate that stakeholder engagement in CDR communica-tion positively influences consumer perceptions of both algorithmic andinstitutional responsibility. Notably, institutional responsibility playsa significant role in enhancing trust in GenAI systems, serving asa cognitive heuristic for evaluating technical algorithmic responsibility. Itsuggests that institutional responsibility bridges the gap between technicalalgorithmic accountability and consumer trust. These …

Reimagining Crisis Management With An Organizational Learning Framework, Erika J. Schneider

Media Studies - All Scholarship

Technological advancements have altered the landscape of crisis management, making many crises potentially preventable and controllable. Moreover, these technological advancements have provided opportunities for organizations to implement an informed learning approach in crisis responses. The interconnectedness and complementary aspects of three theories within crisis management, including the situational crisis communication theory's base crisis response strategies, image repair theory's corrective action, and discourse of renewal theory's organizational learning, were assessed and integrated into a proposed framework for understanding a comprehensive approach to crisis management. In this research, technology is regarded as both an asset for facilitating organizational learning (e.g.,informed decision‐making through …

The Impact Of Loneliness Post-Pandemic And Immersed In The Upcoming Political Election, Regina M. Luttrell Ph.D., Gwen Pratt, Abigail Kludt, Amy Barone, Kwadwo Osei-Poku, Lihan Wang

Real Chemistry Emerging Insights Lab

The Real Chemistry Emerging Insights Lab emerged with a partnership between Real Chemistry and the Public Relations department at the S.I. Newhouse School of Public Communication and serves as a multidisciplinary research center focusing on analytics, artificial intelligence, digital and emerging media for a number of organizations regarding communications.

Healthcare professionals and organizations are interested in identifying how mental health impacts different U.S. generational groups after the COVID-19 pandemic and the intersectionality of U.S. Politics. Our team focused on two generational cohorts – Generation X (1965-1980) and Generation Z (1997-2012) – as an entry point into navigating the impact of …

The Study Of Baby Boomers And Generation Z’S Attitudes Towards Generational Mental Health Dynamics, Regina M. Luttrell Ph.D., Hunter Harpin, Emma Grace Reville, Yunxiang Yu, Abagail Sweeney

Real Chemistry Emerging Insights Lab

The purpose of this research is to compare and contrast how different historical events have impacted Generation Z members’ and the Baby Boomers’ attitudes towards mental health and how those attitudes have guided members of these generations to feel about medical experts and the technology that they use to deliver their services in the post-COVID era. Studying these topics allows our group to make recommendations as to how medical experts should go about interacting with members of the Generation Z and Baby Boomer generations respectively, based on how historical events have influenced their attitudes towards mental health topics, their perceived …

Examining Connectivity And Mental Health Amongst Generation Z And Millennials, Regina M. Luttrell Ph.D., Alexandra Hosilyk, Nyah Jones, Grace Kos-Dondlinger, Runchu Lang, Katerina Miller

Real Chemistry Emerging Insights Lab

The Real Chemistry Emerging Insights Lab tasked our research team to develop findings based on two generational cohorts and mental health. Our team decided to research Millennials and Generation Z in relation to their mental health and connectivity habits. In addition to these general topics, we analyzed how remote work, the COVID-19 pandemic and U.S. political turmoil have played a role in the mental health status of these two generational cohorts.

The Millennial generational cohort is defined as individuals born from 1981 to 1996. The Generation Z generational cohort is defined as individuals born from 1997 to 2012. In order …

#Pawnderadoption Creating A Public Relations Campaign To Increase Adoption Rates Among Shelters In The United States, Hannah Allison

Renée Crown University Honors Thesis Projects - All

Pet overpopulation has been a national issue for years. With thousands of unwanted stray cats and dogs found on the streets annually, local shelters are doing their best to rehabilitate and rehome animals. However, funds and resources are limited, and communication efforts are poor. Animal shelters need to begin to focus on public relations efforts in order to boost identity within their local communities. The purpose of this research was to discover what inherently goes into developing a comprehensive, successful public relations campaign. This study specifically focused on the following research questions (a) what makes a public relations campaign successful? …

Petals Of Remembrance: An Applied Pr Campaign For The Syracuse Abroad Centers In Relation To The 30th Anniversary Of The Lockerbie Air Disaster, Hannah Butler

Renée Crown University Honors Thesis Projects - All

This thesis uses applied public relations research and tactics to develop, coordinate, and implement a global campaign in partnership with Syracuse University Abroad and the 30th Anniversary Committee to remember the lives of the 270 victims lost in the Lockerbie Air Disaster during the 30th anniversary year. In addition to outreach, promotion, and evaluation, this campaign primarily took the form of a global rose-laying ceremony that occurred across the world during the week of October 27-November 3, 2018 at various Syracuse University Abroad Centers. Using global public relations tactics, strategic planning, and event management, this project explored the strengths, weaknesses, …

Dove’S “Real Beauty” Campaign: A Critical Analysis Of An Integrated Communications Campaign That Sought To Change Fat Stigma, Taylor Georgeson

Renée Crown University Honors Thesis Projects - All

My Capstone project analyzed Dove’s “Real Beauty” integrated communications campaign to determine whether it succeeded in its original goals and to see what it could demonstrate for the future of campaigns and branding. The campaign sought to make women feel comfortable in their own skin, and since 2004 it has launched dramatic billboards and short videos to get the attention of women of all ages and share empowering messages and images with them.

I created a survey that asked questions similar to what Dove originally asked women in 2004 when it began its campaign. My goal was to see what …

Coffee Powerhouses: Utilizing Pr And Marketing, Laina Pisano

Renée Crown University Honors Thesis Projects - All

Over the past few decades, a cup of morning coffee has transformed from a simple supplement, with cream and a dash of sugar, to a daily necessity, luxury and investment. In fact, consumers spent over $74.2 billion on coffee in 2015 alone (The Economic Impact of the Coffee Industry, 2016). Within this billion-dollar industry, a combined 4.3 billion cups are purchased from two coffee powerhouses, Dunkin’ Donuts and Starbucks Coffee (Lepore, 2011). These industry tycoons can be found brewing beans all day long, serving their daily out-the-door lines of loyal, eager customers. This capstone will take readers on a journey …

Public Relations Research: Syracuse University Catholic Center, Christina Dipietro

Renée Crown University Honors Thesis Projects - All

The Syracuse University Catholic Center (SU Catholic Center) is a Catholic organization, offering students, faculty and staff at Syracuse University with spiritual guidance and support. A primary concern of the organization is the limited presence, and lack of identity, the organization has on the Syracuse University campus. Although the organization serves many publics, this report focuses on increasing attendance and awareness among the students on the Syracuse University campus. I conducted a detailed research report to gain insight on where the SU Catholic Center can improve its communication tactics to help increase attendance, and therefore boost identity among students. I …

A Sinking Ship: An Extensive Crisis Communications Case Study Of Carnival Cruise Lines, Amanda Ryann Michelson

Renée Crown University Honors Thesis Projects - All

This paper examines the problem that Carnival Cruise Lines (Carnival), a famous cruise ship line for vacationing, continues to endure crisis situations yet fails to take the appropriate actions for rectification.

It is common knowledge within the public relations field that a crisis can make or break the sustainability of a successful organization. It is for this reason that it is necessary for professionals to analyze past events within a company’s history in order to improve its relationships with its stakeholders to keep the business afloat.

This study focuses on three major incidents. The first one involves a fire in …

Find It In Football: An International Marketing Plan For Young Women, Melanie Michelle Holohan

Renée Crown University Honors Thesis Projects - All

What follows are multiple components of a creative advertising project. While this work relies heavily on research, it was a very creative process. The premise of this work is an integrated marketing campaign that utilizes my two majors: international relations and advertising, combined with my love for sports. Using primary and secondary research, I found that the benefits that sports have on child development are huge (Humphrey, 2003). I narrowed my sport choice down to soccer and my target down to young women. I wanted to focus on Islamic states because, at least by American standards, Muslim women are often …

Syracuse University Trust Barometer: A Study Of Su Students’ Media Consumption Habits And Trust In News, Jessica Hajjar

Renée Crown University Honors Thesis Projects - All

In order to communicate effectively with a target audience, public relations professionals must understand the news media their intended public consumes and trusts. In recent years, media polls and surveys have shown the trust Americans place in the news media is declining. The purpose of this study is to examine the news media habits of Syracuse University students and the trust students place in news information.

This study is based off responses from 254 Syracuse University students who agreed to participate in a voluntary response survey. The seventeen question survey was designed to examine students’ daily news consumption patterns and …

Public Relations And Promotion In Film: How It’S Done And Why It’S Important, Timothy Cheng

Renée Crown University Honors Thesis Projects - All

Films have been huge revenue drivers in the entertainment industry. However, not all films succeed with high profit margins. Success can be contributed to aspects such as the writing, the production quality, or the acting within a film. These aspects contribute to how audiences, critics and media receive a movie. Unfortunately, these aspects typically overshadow one of the most important functions contributing to a film’s success: promotion and public relations.

For my capstone, I researched how films are promoted, branded, and distributed through public relations functions. Research largely relied on secondary research, with primary research added for deeper concepts. After …

Researching Campaign Materials For Ellie Mia Boutique, Mariann Yip

Renée Crown University Honors Thesis Projects - All

Before you spend thousands of dollars on a public relations campaign, it is important to test the campaign materials to a sample population to see what their thoughts and opinions are. Using their feedback, you are then able to tailor the information in a more effective way, thus, creating and launching a successful campaign that accomplishes all of your goals and objectives.

Ellie Mia is a fashion boutique located on Marshall Street in Syracuse, N.Y. This capstone project explores the PR branding methods of the store to increase awareness of its existence, to augment store traffic and business and to …

Beaver Professional Public Relations Research Case Study, Francheska Munoz

Renée Crown University Honors Thesis Projects - All

This research study combines public relations and marketing to examine how women think about buying hair products. Using Beaver Professional, a hair care company, as the client, this study incorporates different methods of research to understand what factors affect which products women buy and where they go to buy them. This study also examines how salons think about selling hair products to their customers and where they go to shop or find the products for their salons.

Capstoned: Advertising Research, Account Planning, And The Development Of A Marketing Plan For Recreational Marijuana In Denver, Co, Erica Clapp

Renée Crown University Honors Thesis Projects - All

One of the hottest current issues in the United States among politicians and many other groups of citizens is the legalization of recreational marijuana. This issue has a long history, and it has constantly resurfaced in the media for years. However, the recent attention being given to recreational marijuana legalization is not going to die down anytime soon, for landmark progress has been made in this area. On November 6, 2012, Colorado Amendment 64 was passed, implementing a statewide drug policy for cannabis. Consequently, Colorado has taken a revolutionary step that marks the first electoral decision to legalize marijuana in …

What’S Gender Got To Do With It? How Client Gender Influences Public Relations Practices And Crisis Management Strategies, Tiana Rojas

Renée Crown University Honors Thesis Projects - All

Media leads gender stereotyping. Consumers of media internalize messages of gender put forth by the media, thus shaping their attitudes and expectations of gender. This paper focuses on gender and how it influences public relations (PR) practices and crisis management strategies, specifically in entertainment PR. This is a subject that has yet to be explored. Utilizing primary, secondary and quantitative research methods, I hope to answer my research question: how does client gender influence PR strategy? To test my research question, I designed an online survey composed of four common PR crises seen in the entertainment industry among celebrities. The …

Advertising In The Super Bowl: Worth The Cost?, Avi Steinbach

Renée Crown University Honors Thesis Projects - All

The Super Bowl has long been considered an unofficial American holiday. Advertisers look at this day as their Christmas – a day when the audience looks forward to commercials. Because of the immense value that a Super Bowl spot holds, there is an equally high price tag to pay for a spot.

The original question posed in this thesis was: Is a Super Bowl advertisement worth the cost? After diving into countless articles arguing both sides and looking at companies’ successes and failures, it became clear that the wrong question was being asked. Rather than thinking about all companies, the …

The Significance Of Color In Food Marketing, Faith Elizabeth Zaki

Renée Crown University Honors Thesis Projects - All

The effect of color on the perception and expectation of flavor and taste was researched. Psychological and scientific studies were used to demonstrate the benefits of using the right colors in advertising and marketing. Color, in these studies, was proven to affect consumers’ behavior when purchasing food. Color is interpreted by different genders, races, and ages were also studied. Color is a significant marketing tool that can help attract the right target markets. Also, examples of how color has help and hindered marketing campaigns in the past were examined.

Vocal Velocity: A Strategic Public Relations Plan For The Contemporary A Cappella Society Of America, Deanna Payson

Renée Crown University Honors Thesis Projects - All

The Contemporary A cappella Society of America (CASA) is a not-for-profit organization whose mission is, “to foster and promote contemporary a cappella music around the world through education, recognition, and the creation of performance opportunities.” In order to fulfill this mission, CASA must develop and maintain fruitful relationships with two key publics: a cappella groups and a cappella fans. My Honors capstone will be two-tiered, including a short-term public relations strategy aiming to strengthen the organization's relationship with a cappella groups, along with a long-term strategy to increase its recognition and presence in the world of a cappella fans. The …

From Barbie With Love: Implications Of The Mixed Messages From America’S Plastic Sweetheart, Lisa Gapinske

Renée Crown University Honors Thesis Projects - All

As a controversial, yet influential icon in American society, Barbie doll sends a variety of mixed messages to young girls. She is an icon of feminine perfection. She represents ambitious, working women. She presents reality with a completely unrealistic body type. This study determines the potential effects of Barbie doll on individual knowledge, attitudes, and behaviors.

Data was collected through one-on-one interviews with young girls and their parents. Each responded to a series of questions regarding their perceptions and feelings towards the doll. They also reacted to several commercials, each depicting the mixed message that the doll sends. Finally, the …