Public Relations and Advertising Commons^™

White Paper On Mentoring Research And Best Practices, Elina Erzikova, Diana Martinelli

Faculty & Staff Scholarship

Sponsored by the Plank Center for Leadership in Public Relations, this white paper draws upon mentorship research literature and summarizes 12 key insights and eight best practices gleaned from that work. Key insights include: mentoring as a bi-directional and multiple relationship process, mentors as co-learners, long-term benefits for protégés, mentorship’s long-term value, the roles of involvement and similarity, the power of both formal and informal mentorship, mentorship as leadership development, and the promise of e-mentoring. The paper also includes sections on mentoring college students and ways to evaluate mentoring programs.

School Library Advocacy Success- Perceptions In Context, Elizabeth Burns

STEMPS Faculty Publications

School librarians must be able to articulate the value of the educational impact they have on students and do so in a manner that is meaningful to their stakeholders (Kirkland, 2012). Little research (Ewbank, 2011; Haycock, 2003; Oberg, 2006) exists examining effective advocacy practices or the perceptions of school library programs by stakeholders when school librarians are strong advocates for their programs. This study addresses this gap and explores perceived advocacy success by school librarians, as well as their stakeholders, and the strategies implemented to gain support for the school library program. This study employed a mixed method explanatory research …

Death Of A Politician, Brian W. Sanders

Global Tides

This paper strives to explain the remarkable efficacy of brash rhetoric, specifically analyzed through the lens of Donald Trump’s sustained popularity in the 2016 Presidential Election. Examining Trump’s rhetorically generated relationships with the media, immigrants, politicians, and women, this paper explores the increasing importance of sophistic rhetoric and rhetorical ethos. Appeals to audience identification through in-groups and out-groups are explored, followed by an examination of the appeal of violent metaphors and sanctity considerations to Trump’s voter base. Trump’s successful self perpetuating cycle of shocking statements, followed by increased news coverage and political popularity is explained. Finally, this paper analyzes the …

The Expansion Of Conscious Capitalism Into The Marketing World: Do Marketing Managers Practice 'Conscious' Marketing?, Gary Ottley

2016

Conscious capitalism is a business philosophy that, through its four foundational principles – higher purpose, stakeholder integration, conscious leadership, and conscious culture and management – reflects a move to elevating marketing to a higher level. Combining the axioms of service-dominant (S-D) logic with the tenets of conscious capitalism, the construct “conscious marketing” is developed. Conscious marketing is the manifestation of conscious capitalism in a marketing context, seen through the lens of S-D logic and influenced by a stakeholder orientation to marketing.

This research defines and delves into the meaning of the conscious marketing construct informed by extant literature, and develops …

Brains In Motion: How To Utilize The Connection Between Movement And Learning In The Classroom, Keely Kennedy

Honors Theses

Recent research reveals that the state of Mississippi ranks among other states as the highest in obesity and ADHD and among the lowest in education. These rankings negatively affect the state as a whole by associating Mississippi with an image of being unhealthy and unintelligent. Studies show that physical activity is related to the brain and its processes, so there is obviously a connection between Mississippi's high obesity and ADHD rates and inferior education. However, teachers are unaware of the relevance of the connection between movement, high levels of obesity, low education rates, and high levels of ADHD; thus, they …

Social Media Management For Non-Profits And Churches, Paige K. Purtz 6896893

Williams Honors College, Honors Research Projects

This project was created as a result of a need to for social media guidance and best practices for churches and nonprofits. Research was conducted on current social media trends, statistics, and strategy. Five medium-to-large nondenominational churches made their analytics available. Data was taken from their analytics to discover what kinds of posts received the most engagement. The result of the research is a reader-friendly, best practices social media guide for churches.

Buy Local Brands Rising: The Secret Ingredient To Sustaining An Enduring Cleveland Bakery’S Legacy, Rebecca C. Wrenn

Masters Essays

This creative project explores the subject of brand sustainability for local businesses. Evaluating bodies of literature in place branding and brand management, the project aims to investigate the trendy philosophy known as buy local, how small businesses can harness the power of their local community to both develop and sustain the company’s brand. With success from buy local campaigns, small businesses in return strengthen the community’s economy and the city’s brand. This essay uses Davis Bakery and Delicatessen, a 76-year-old Cleveland business, as a case study to illustrate the creation and maintenance of a buy local brand. The case study …

The Future Of Advertising: What You Should Know, Valerie K. Jones, Rishad Tobaccowala

College of Journalism and Mass Communications: Faculty Publications

We live in an empowered age with empowered consumers. Technology has become a slingshot enabling each of us consumers to defeat Goliath, the big companies and marketers. Consumers have god-like power, able to see, hear, discover, and uncover almost anything through all of the devices available today. Digitization, globalization and demographic shifts are requiring us to replace old models of thinking about communication and advertising. The chapter introduces new models of thinking about about the future of advertising, guided by a few fundamental principles: delivering utilities and services, as opposed to a message; reaggregating audiences, as opposed to segmenting them; …

A Comparative Analysis Of Curriculum Content Among Undergraduate Integrated Marketing Communications Programs, Braxton A. Jones

Honors Theses

The following thesis is an analysis of Integrated Marketing Communications (IMC) undergraduate programs. This thesis asks what the characteristics of an ideal undergraduate IMC program are and does any existing program have all these characteristics. The rise of IMC as a communication approach, combined with its adoption by many companies as the new marketing standard, has led many different universities to offer a curriculum in IMC, but the curriculum varies greatly. Since it is still a new subject, colleges place the new program in different disciplines, including the business school, the communications program, and the journalism department. While there are …

Loyalty Marketing To Millennials, Debra L. Whitley

Honors Theses

The purpose of this study is to examine the most effective techniques businesses use to attract and retain loyalty program memberships targeted to the Millennial demographic group. The methodology used to reach insights around this topic includes secondary and primary research that aided in the understanding of the effectiveness of communication strategies used to appeal to Millennial consumers. Initially, the researcher conducted secondary research by consulting books and surveys written by industry professionals as well as scholarly articles. Next, the researcher designed two electronic surveys. One survey had 63 anonymous respondents and the other survey had 119 anonymous respondents, all …

An Analysis Of How Public Relations Professionals Use Social Media, Abigail Jen Kreun

Honors Program Theses

This thesis will provide a clear and concise guideline on how to grow a business’s social media presence for public relations professionals in the workplace and individuals who run their business’ social media accounts but who are not trained. Also, it will provide a deeper look into social media training areas where businesses might consider investing. This research will build understanding and knowledge about how to use social media effectively in a public relations career, and also show how public relations theories have adapted to this form of communication.

Dairy, Democracy, & Pr: A Political Economic Analysis Of Associated Milk Producers, Inc. 1988-1989, Anna L. Percival

Masters Theses

This paper, using a political economic approach, explores the communication techniques used during a second-wave of consolidation in the dairy industry in the 1980s. After providing a historical context of the dairy industry and its connections with federal policy, this paper follows the story of a large dairy cooperative: Association Milk Producers, Inc. (AMPI) and how it influenced public policy and consumption through interconnected dairy organizations like the National Milk Producers Federation and by using a political action committee. This paper provides an example of Carey's (1997) treetops propaganda by way of the powerful political action committee C-TAPE and the …

Adpr 450: Public Relations Theory And Strategy—A Peer Review Of Teaching Project Inquiry Portfolio—"Using Crisis Simulation To Enhance Crisis Management: The Role Of Presence", Ming Wang

UNL Faculty Course Portfolios

Simulation-based training (SBT) is a common pedagogical tool used in crisis management training. This paper explores the effects of a crisis simulation activity on students’ crisis management competencies. Pre- and post-test surveys indicated that students significantly improved crisis management competencies after the crisis simulation activity. Moreover, presence was found to be positively associated with crisis management competencies, suggesting that presence is critical in designing an effective simulation activity.

No More Mind Games: Content Analysis Of In-Game Commentary Of The National Football League’S Concussion Problem, Jeffrey Parker

Theses and Dissertations (Comprehensive)

American (gridiron) football played at the professional level in the National Football League (NFL) is an inherently physical spectator sport, in which players frequently engage in significant contact to the head and upper body. Until recently, the long-term health consequences associated with on the field head trauma were not fully disclosed to players or the public, potentially misrepresenting the dangers involved in gameplay. Crucial to the dissemination of this information to the public are in-game televised commentators of NFL games, regarded as the primary conduits for mediating in-game narratives to the viewing audience. Using a social constructionist theoretical lens, this …