Public Relations and Advertising Commons^™

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 …

The Influence Of Religiosity In The Construction Of Meaning From Advertising Messages Intended To Promote Lifestyle Values, Lillian Billing

Theses and Dissertations

Religiosity has largely been ignored by consumer research as a factor in the negotiation of meaning from magazine advertisements containing lifestyle messages. A meaning based study was undertaken to seek to identify its presence and emergence within a religious audience. A qualitative methodology employing in-depth, phenomenological interviewing was designed. Six members of the Church of Jesus Christ of Latter-day Saints, three men and three women, were invited to give their interpretations, thoughts, and feelings towards four magazine advertisements. A second in-depth phenomenological interview was conducted with each participant to provide individual lifeworld contexts. Analysis employed a previously tested conceptual construct, …

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 …

Universities And Their Communities: What Fosters Positive Town-Gown Relations?, Nicole M. Spagnolia

Theses and Dissertations

The purpose of this thesis was to decipher what solutions and approaches have worked in solving conflicts between colleges and their communities and make the information available to other schools.

A review of research related to this study was conducted in conjunction with in-depth interviews with college relations personnel from various institutions. The information gathered was then used to conduct primary research in the form of a mail survey.

The mail survey was sent to 400 college relations personnel from across the country. The survey was used to discover what conflicts colleges are experiencing with their communities and how they …

A Study Of The Measurable Benefits Of "Content" Web Sites For Companies In The Sports Collectibles Industry, Brian S. Cahill

Theses and Dissertations

Many public relations professionals have used the internet to feature information on "content" web sites. These sites, which companies were spending thousands of dollars per year to create and maintain, were not used for commerce, but for marketing and public relations use.

This study examined the measurable benefits of "content" web sites of companies in one industry, the sports collectibles industry. All companies in this industry were included in this study. This study used the sports collectibles industry as a microcosm of all companies which were using "content" web sites.

Through a mail survey, data were collected to reveal the …

Motivational Functions Of Volunteerism: Similarities And Differences Between Low & High Risk Communities, Deborah L. Cole

Theses and Dissertations

A functional approach provides a framework for identifying psychological and behavioral aspects associated with decision-making, experiences, and consequences. The functional approach to volunteerism suggests that different people, or sub-populations, may actually be motivated to serve based upon individual and varying personal, social, and psychological functions. The purpose of the study was to investigate any motivational differences or similarities between adults living in high at-risk and low at-risk communities with regard to volunteerism.

High and low at-risk communities were identified by the seven community at-risk indicators suggested by the Carnegie Council on Adolescents. Those communities with three or less indicators were …

The Study Of Methods Used By Public Relations Firms To Assist In Attracting And Maintaining Clients, Donna M. Field

Theses and Dissertations

The purpose of this study was to determine the methods that public relations firms use to do public relations for themselves to attract new clients and to maintain existing clients. The author researched and analyzed whether public relations firms do public relations for their respective firms, the methods used, as well as the reasons why or why not.

A survey was sent to 60 public relations firms belonging to Pinnacle Worldwide, Inc., an international corporation of independent public relations firms with offices in major cities throughout the United States and the world. Forty-seven responses were received.

The results of the …

What Employees Want To Know During Times Of Organizational Change, Stacy Smith Napolitano

Theses and Dissertations

The purpose of this study was to determine what issues or topics are most important to employees during times of organizational change. It is important for managers to effectively communicate these issues, especially in today's changing business world.

The author conducted this research by surveying employees at organizations going through major change. The respondents were selected randomly from employee lists at each organization. The sample size was 315. The data was collected through inter-office mail at each location and sent to the author, who tabulated it using the Microsoft Access computer program. The results were tabulated by overall results, gender, …

Establishment Of Public Relations Programs In New Jersey Public Schools, Liberty Delgado Harshaw

Theses and Dissertations

The purpose of the study was to determine effectiveness of public relations methods through use in a centralized, decentralized or coordinated plan. Survey research of public schools in New Jersey studied the following areas:

1. Superintendent training in public relations
2. Establishment of policies
3. Type of programs - centralized, decentralized, or coordinated - and reasons why used
4. Methods of communication used
5. Success of public relations program
6. Feedback methods used to evaluate effectiveness of programs
7. If no PR program existed, reasons why and intentions for implementation of future programs.

The survey was mailed to the superintendents of 594 operating public school districts in …

A Context Analysis Of Same-Company Advertisements In Gay And Lesbian Publications Compared With Mainstream Publications, Sharon Ann Follmer Miken

Theses and Dissertations

In a content analysis, this study reviewed and analyzed advertising placed by national corporations in lesbian and gay magazines. The presumption was that the homosexual population is a viable niche that is being targeted by corporations with a segmented marketing approach. The purpose was to determine if these companies changed the content of these ads in any way to address the needs of the gay consumer.

The two most prominent national magazines that serve the lesbian and gay population in the United States are The Advocate and Out. From these two magazines was drawn a universe of national corporations that …

A Content Analysis Of New Jersey Law Firms' World Wide Web Site Home Pages, Karen Kaufman

Theses and Dissertations

The purpose of this study was to analyze the content of New Jersey law firm home pages on their World Wide Web sites in order to compare and contrast selected variables.

Previous studies and information on legal Web site presence on the World Wide Web was researched.

Fifteen Web sites were studied to compile an initial list of variables. The variables were adjusted based on research of the law firms and browsers' opinions. Twenty-nine variables were selected.

Major Web sites researched were the National Law Journal, the Indiana University School of Law, and the American Bar Association. None led to …

How Are Hospitals Disseminating Their Patient Confidentiality Policies To Their Employees?, Sally Sapega

Theses and Dissertations

Depending on a patient's illness, as many as 100 health professionals and administrative personnel may have access to the hospital record, all with a legitimate reason. Many people are understandably concerned about confidentiality because of the range of information in medical records that is often necessary to ensure an accurate diagnosis and successful treatment -- including very personal information about a person's physical, mental, and sometimes even emotional well-being. This thesis examined how 20 Delaware Valley hospitals communicate their patient confidentiality policies to their employees. The survey specifically asked the channels through which their confidentiality policies are communicated (i.e. training …

A Study Of The Correlation Between Internal Communication Programs And Employee Morale, Gary L. Brown

Theses and Dissertations

This study analyzed the relationship between internal communication programs and employee morale. Fifty-three communication professionals were contacted to determine:

• whether their company had an internal communication policy
• whether supervisory staff were trained to communicate effectively
• whether supervisory staff were held accountable for communicating with their subordinates
• the perceived benefits to internal communication programs.

Telephone interviews and mailed surveys yielded the following major conclusions:

• Ninety-five percent of the respondents felt there is a direct correlation between internal communication and employee morale.
• Five percent of the respondents felt there is an indirect correlation between internal communication and employee morale.
• Seventy-seven percent of …

Comparing The Effectiveness Of Video New Releases And Written News Releases, Art Keegan

Theses and Dissertations

The purpose of this study was to determine if Video News Releases (VNRs) are more effective than written news releases in offering reportable news to television newsroom decision-makers. To answer this question, 45 television newsroom decision-makers from 13 states and the District of Columbia were surveyed. The survey was conducted over the telephone and presented nine questions to decision-makers regarding their usage and storage of VNRs and written news releases. Decision-makers were identified as television news personnel knowledgeable in the usage rate and storage length of VNRs and written news releases.

The study analyzed the responses of all the newsroom …

The Public Relation Firm's Perception Of The Internet's Effect On Its Growth And Profits, Tina Blasberg

Theses and Dissertations

The purpose of the study was to learn if the public relations firm believed that using the Internet had a recognizable effect on its growth and profits. The study attempted to show that if the public relations firm saw that its net profits increased, client base grew, and, as a result, employees' paychecks increased, then it perceived that using the Internet had a positive effect on its growth and profits.

The sample originally selected consisted of 317 United States public relations firms, a sample which consisted of small and large firms ranging from 10 employees up to 100 employees. A …

A Fund Raiser's Guide For Gaining Access To Corporate Givers, Patricia L. Pfleger

Theses and Dissertations

This project identified, through both primary and secondary research, techniques for local United Way organizations to effectively gain access to key executives at mid-size corporations. The secondary research found that the trend in corporate giving is to demand much more recognition for philanthropy. Many corporations are combining charitable donations with their marketing efforts to target present or future customers.

Primary research was conducted using mail questionnaires, which were sent to fund raisers and corporate givers, listing possible techniques for making contact with corporate givers. A list of recommended techniques for fund raisers to use was then compiled.

Recommendations for fund …

A Study Of The Viability Of African American Adoption Recruitment Videotapes As A Promotional Tool For The One Church, One Child Of Pennsylvania, Incorporated Recruitment Campaign, Renee B. Gettys

Theses and Dissertations

Recognizing the enormous number of African American children in foster care in Pennsylvania, members of the Pennsylvania African American clergy, led by Reverend William B. Moore and the Honorable John F. White, Jr., Secretary of Public Welfare met with Governor Robert Casey in 1987.

This successful meeting resulted in the development of the One Church, One Child of Pennsylvania, Incorporated in 1987. The program is a branch of the national One Church, One Child organization, founded by Father George Clements in Chicago, 1970.

One Church, One Child of PA, Inc. is a non profit corporation in partnership with the Department …

Guide To Web Site Promotion: How Companies Can Draw More Qualified Traffic To Their World Wide Web Sites, Donald L. Dunnington

Theses and Dissertations

The purpose of this study was to compile techniques available to public relations practitioners to promote World Wide Web sites to a targeted business-to-business audience, Without an active promotion program, using a variety of online and offline media, companies are unlikely to draw sufficient qualified traffic to their web sites to justify the cost of a site. Web technology is changing so fast, and content and usage are growing so quickly, that the only way to keep up is through use of online resources. Finding the resources specifically focused on web site promotion can be daunting, however, without guidance as …

A Study Of Empowered Employees At Two Sears, Roebuck And Company Department Stores, Wellington Watts

Theses and Dissertations

This study analyzed and compared the results of two surveys. The first survey of 40 empowered employees was conducted at the Sears department store in Deptford, New Jersey. The second survey of 40 empowered employees was conducted at the Sears department store in Alexandria, Virginia.

Both surveys tried to determine if being empowered helped employees feel valued by the company. The surveys also tried to determine if being empowered helped employees improve customer service and if managers upheld their obligations to let employees solve customer problems.

The survey results showed that empowered employees at both stores felt they were better …

Telecommuting (And Its Effect On Productivity And Morale), Shown M. Swangin-Horton

Theses and Dissertations

The purpose of this study was to determine the type of effect telecommuting would have on employee morale and productivity. The sample population consisted of one hundred companies and corporations from seven eastern states.

The study indicates that telecommuting had a positive effect on respondents, as their morale and productivity increased. However, some expressed concern about resentment from on site employees and resistance from management regarding the program.

The researcher concluded that with economic, social and environmental concerns, telecommuting can be considered a feasible work solution.

A Study Of Political Campaign Communication Tactics, Janine M. Aruanno

Theses and Dissertations

This study identified issues and campaign elements important to registered voters in Atlantic County during the 1995 general election. In addition, it measured the importance of issues versus party affiliation and character.

The researcher surveyed 197 registered voters in New Jersey's second legislative district. The survey queried voters about their campaign and candidate preferences in the race for the New Jersey State Assembly.

The study determined the importance of several campaign elements: channels, messages, party affiliation and voting records, Additionally, the research showed which issues sparked interest in voters.

Finally, the research determined that party affiliation and effective campaigning are …

The Impact Of Intranets On College And University Public Relations Professionals, Daniel Murphy

Theses and Dissertations

The purpose of this thesis was to determine the impact of intranets with regard to the future job responsibilities and functions of public relations professionals in the field of higher education.

The hypothesis of this paper was that as more and more colleges and universities begin embracing intranets as a communication tool, the issue of information management will arise. The question of who or what department will be responsible for the information that is placed on an educational institution's intranet will be consistent and problematic.

College and university public relations professionals need to be aware of the problems, opportunities, changes …