Public Relations and Advertising Commons^™

Measuring What Matters: Exploring Student Motivations To Inform International Student Recruitment, Rebecca Lubitz

Capstone Collection

Over the last decade, international students in the United States have surpassed the one million mark (Institute of International Education [IIE], 2016(a). Research found here highlights the goals and motivations of this growing constituency and examines factors that influence international students to choose educational experiences in the United States.

Two online surveys were distributed, one to international recruitment agents that work for UC Berkeley Extension, and another to international students. The paper examines survey responses along with existing research to offer data-driven theories on how international educators might more effectively approach student recruitment and program design. The research concluded that …

Changing Times: An Examination Changing Video Entertainment Sources And Cable Tv Companies Communicating With Customers, Chad Christenson

Master of Arts in Media and Communication Plan II Graduate Projects

The debate of customers canceling their cable TV subscriptions and relying on a mix of free and subscription based streaming video providers for their video entertainment has been ongoing for several years. A combination of low cost alternative video sources, rising programming costs, and changing viewing habits are causing small cable TV companies to review their strategies for attracting new customers. This study focuses on two groups of consumers referred to as the cord-cutters and cord-nevers. The cord-cutters are consumers who had cable TV service and canceled, and the cord-nevers are consumers who have never had cable TV as their …

Annual Report, 2016-17, University Of Mississippi. School Of Journalism And New Media, Will Norton Jr.

Annual Reports

No abstract provided.

The Minimized Face Of Internal Communication: An Exploration Of How Public Relations Agency Websites Frame Internal Communication And Its Connection To Social Media, Abbey Levenshus, Laura Lemon

Scholarship and Professional Work - Communication

Internal communication is increasingly vital to organizational success due to the influence of social media, yet it remains understudied within public relations research. Using a qualitative content analysis of 181 websites, this study examines how leading public relations agency websites frame the value of internal communication and its connection to social media. Findings reveal internal communication is largely missing from the frame. When explicitly referenced, it is mostly framed as synonymous with employee communication as a means for management to communicate to employees, though some portrayals are more robust. Websites frame internal communication’s value as enhancing financial outcomes by improving …

Innovative Dance Music Productions: Social Media Marketing Campaign, Savannah M. Smith, Julia P. Melmon

Communication Studies

No abstract provided.

Backpedaling Nugget Smugglers: A Facebook And News Article Thematic Analysis Of Chick-Fil-A Vs. Gay Marriage, Stacy M. Wiedmaier

Electronic Theses, Projects, and Dissertations

This study utilizes William Benoit’s Image Repair Theory to frame the dominant crisis communication strategies that fast food chain Chick-fil-A (CFA) employed before, during and after their CEO mixed his personal opinion on social issues with corporate policy in June 2012. The thematic analysis draws from three distinct data sets that include 3,900 Facebook comments posted by the general public on CFA’s social media page, 32 individual Atlanta Journal-Constitution news articles that address the debate and CFA’s public response to the crisis titled “Who We Are.” This thesis aims to identify both the dominant themes in Facebook posts and the …

Tools Of Change: Equipping Nonprofits With The Tools To Inspire Change, Nicole Irons

Masters Theses

Whether I am working for a small nonprofit in Indiana or at an elephant sanctuary in Cambodia I have seen consistent areas of struggle and shortcomings in nonprofit organizations. After years of working in different organizations the struggles nonprofits consistently face are a lack of resources in three main areas. These main areas of struggle are: visibility, funding, and people. The idea then occurred to me of why? And while these resources seem to appear unconnected, what if they all stem from one problem? Could we create a tool (or set of tools) to help alleviate these main struggles? Is …

Rock The Runway Event Proposal, Jamie R. Foxen, Hayley Silva

Communication Studies

EVENT OVERVIEW

We will host a fundraiser to raise money for the non-profit Do It for the Love, by putting on a concert and fashion show. The concert and fashion show not only represent our passions, but will be an effective way to raise as much money as possible while making it an enjoyable experience for our guests. We will have 15-20 silent auction items for guests to bid on. Additionally, we hope to generate funds from the sale of Sextant wine by the glass at the event. This event will be a perfect and unique way to bring together …

Pr Day 2017: Building Campus Relationships: Awareness And Participation For Multidisciplinary Interaction, Jackie Steele

Journalism

The following study investigates the building and maintaining of sustainable relationships between different on-campus department and entities through the collaborative efforts and execution of PR Day. The event was both an awareness and educational campaign aimed at demonstrating what can be done with public relations. The public relations concentration within the Cal Poly Journalism Department, along with the student run PR firm, Central Coast PRspectives (CCPR) are for the most part unknown on campus. The revival of PR Day was developed to raise awareness amongst students on an interdisciplinary level of what public relations is and how it’s relevant to …

Modernizing A Podcast Media Organization Via Social And New Media Rebranding Methods, Randi A. Hair

Journalism

The following study and subsequent public relations campaign is intended to explore the difficulties, opportunities, caveats and all facets of transitioning a traditional travel media organization to new media. It unearths the pitfalls/barriers that naturally occur and aggregate over time when an organization or journalist (specifically “Journeys of Discovery with Tom Wilmer” in this scenario) has not adapted nor altered their practices for changing common practices in the media industries. In this campaign, journalist Thomas Wilmer is seeking to increase his podcast audience and digital presence.

The research conducted for this study is two-fold. Firstly, the research demonstrates best practices …

Social Media And The Voice Of The Department, Brittany N. Rios

Electronic Theses, Projects, and Dissertations

More law enforcement agencies are adopting social media as a progressive policing strategy each year. They utilize it for several reasons including, community outreach and engagement, public relations, notifying the public of safety concerns, recruitment, intelligence gathering for investigations, among other uses (IACP, 2017). This study explores Southern California Law Enforcements’ use of social media through a survey and content analysis. First, the survey results suggest that more than 93% of departments surveyed concentrate on community outreach through their social media channels. Second, the content analysis results suggest that when media (pictures/video), links, and hashtags (#), are included in posts …

Clicks, Likes, And Shares: Using The Theory Of Planned Behavior, Self-Efficacy, And Impression Management To Predict Digital Activism Activities, Aaron Noland

Dissertations, 2014-2019

Social media has evolved as a space for connection, advocacy, and commerce in recent years. Nonprofit organizations have been called to engage stakeholders on the Internet generally, and social media specifically as the pervasiveness of online presence has increased. In addition, nonprofit organizations have struggled to sustain engagement with the millennial population over the same time. Millennials have been termed digital natives and use social media proficiently. The convergence of these two mandates for nonprofit organizations – to engage via social media and to engage millennials – represents the importance of this study. To begin to help nonprofit organizations develop …

Sga Diversity Ad Hoc Committee: Diversity Awareness At Jmu, Kimia Favagehi, Jaclyn Rose Finn, Jacob Christian Ruefer, Sara Elaine Hardiman, Mary Theresa Ross, Christina Elaine Deane

SCOM Undergraduate Research Conference

The Diversity Ad hoc Committee, a branch of SGA that deals directly with issues of diversity on James Madison University's campus, was founded in 2014. The committee "seeks to spread the concept of diversity by collaborating with various other student clubs and organizations on campus."

The Diversity Ad hoc Committee is striving to build upon the organization's reputation and presence on James Madison University's campus. Presently, the organization lacks visibility and recognition from JMU students and faculty. Expressing dissatisfaction with the committee's current situation, the Diversity Ad hoc Committee hopes to expand outreach and support from the JMU community through …

Examining Snapchat: Narcissistic Tendencies Of Core Users, Austin Philpott, Susan Waters

Undergraduate Honors Theses

This study aims to establish current levels of narcissistic tendencies among the major Snapchat demographic, 18 to 34-year-olds in the United States. Like the Raskin and Terry 40-item Narcissistic Personality Inventory, commonly referred to as NPI-40, the present survey utilized a smaller variant with 16 items, known as NPI-16, for participants. This study may provide indications for further research and advertising techniques using social media, specifically Snapchat.

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 …

Dialogic Communication And Public Relations Websites: A Content Analysis Of The Global Top 250 Pr Agencies, Charles C. Akwari

Electronic Theses and Dissertations

Past research has shown that dialogic communication has essential characteristics that foster two-way communication between organizations and their stakeholders. This study investigates how public relations firms incorporate the principles of dialogic communication on their websites. The top and bottom 50 websites from the Holmes report on Top 250 Global PR agency rankings were content analyzed. Kent and Taylor’s (1998, 2003) five principles of dialogic communication were applied to find out if public relations firms incorporate the principle of dialogic communication effectively on their websites, provide relevant information for stakeholders and prospective clients, and if there are differences between PR rankings …

"To Share Or Not To Share:" A Study Of An Individual's Self-Representation On Instagram In Accordance With Impression Management Theory, Breyanna Marie Blackwell

Electronic Theses and Dissertations

This research study examined what the motivations and consequences of self-disclosure on Instagram were as well as its correlation with Impression Management Theory. The research used a 37 question survey which was distributed on social media, through the Department of Media and Communication at ETSU as well as a public speaking class. There were 232 participants in this study who were 18 or older and used Instagram. Research found that individuals’ self disclose using levels of relationship management, showing off, information sharing and habitual behavior. Future research includes the opportunity to incorporate a sample of participants across different cultures to …

The Importance Of Branding In Small Businesses, Amber J. Rabie

Senior Honors Theses

The Land of Milk & Honey Farm exists to provide quality food produced in facilities that practice good stewardship to the Earth. It is a small business devoted to loving, careful stewardship and the production of quality goods. The mission of The Land of Milk & Honey is to combine traditional farming practices with a sustainable and environment-friendly approach to agriculture. It aims to provide customer satisfaction by being respectful and responsible over animals and the earth, and by producing quality products. To reach this objective, the farm intends to educate consumers and provide an alternative source for truly farm-fresh …

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 …

Budlight's #Upforwhatever Campaign, Jennifer Lopez-Gallardo, Brynn Bresnahan, Brooke Rera, Melissa Swan

SCOM Undergraduate Research Conference

Research Study for BudLight's #UpForWhatever Campaign.

Ua12/2/1 2017 Best Of The Hill, Wku Student Affairs

WKU Administration Documents

Magazine edition of the College Heights Herald regarding poll of best restaurants, stores, recreation, leisure activities, housing and sports in Bowling Green.

Ua12/2/1 College Heights Herald, Vol. 92, No. 45, Wku Student Affairs

WKU Administration Documents

WKU campus newspaper reporting campus, athletic and Bowling Green, Kentucky news. This issue contains articles:

• Williams, Jamie. Inclusion – Student Government Association
• Austin, Emma. University Leaders Explain Contract – Aramark
• McCarthy, Casey. Committee to Protect Journalists Discusses Press Freedom Domestically, Abroad
• Alvey, Rebekah. Fundraising Event to Open Doors on Greek Life – Homearama
• Kast, Monica. Director Named American Council on Education – Tony Norman
• Vogler, Emily. Editorial Cartoon re: Spring in the Baltic
• Murrer, Erick. Through Their Eyes – Low Income Students
• Harsh, Spencer. Warm Spring Weather Requires Some Chill Tunes
• Walk a Mile In Her Shoes
• Wegert, Sally. Christian …

Ua12/2/1 College Heights Herald, Vol. 92, No. 44, Wku Student Affairs

WKU Administration Documents

WKU campus newspaper reporting campus, athletic and Bowling Green, Kentucky news. This issue contains articles:

• Kast, Monica. Advertising, Public Relations Still to Merge with Department of Communication
• Austin, Emma. Just for Kids – Dance Big Red
• Keltner, Bryson. Professors Shared Flipped Classroom Experiences
• Austin, Emma. Poets & Singers Celebrate Female Empowerment – This for the Women
• Chattopadhyay, Srijita. Indian Student Group to Host Traditional Celebration – Indian Student Association
• Ziege, Nicole. Grant Funds Training on Trafficking Investigation
• Hatchett, Gina. Controlling My Time for Other People
• Slaughter, Wesley. Editorial Cartoon re: School a Joke
• Hovell, Nolan. April Absurdity – Rick & …

Strategic Pr Meets Digital Scholarship, Ady Dewey

Strategic Public Relations Projects

The 2017 strategic public relations (COMM 347) created a campaign to increase faculty’s awareness of the pedagogical benefits of digital scholarship and the work being done by faculty. While there are various definitions of the term “digital scholarship,” the class approached it as an opportunity to rethink traditional assessment tools by using different technologies to aid students in creating digital projects for a public audience. Digital scholarship is a critical direction for higher education to ensure students graduate with knowledge of digital tools regardless of their field of study. The requesting clients for the project were the College’s instructional designer …

Five Seconds To The Ad: How Program-Induced Mood Affects Ad Countdown Effects, Tiffany Venmahavong

Honors Projects in Marketing

The study examines what effects a five second countdown warning will have on consumer’s attitudes towards the advertisement depending on the main program content. This study builds upon several theoretical models concerning program-induced moods in relation to viewer’s judgment to commercial advertisements. Findings from two studies suggest that program-induced mood systematically influences attitude toward the inserted ad with (vs. without) a five-second countdown: for the negative-affect program, attitude toward the ad was more positive when the ad was preceded by the countdown than when the ad was not preceded by the countdown. However, for the positive-affect program, attitude toward the …

Ua68/1/3 Arts & Letters, Wku Potter College Of Arts & Letters

WKU Administration Documents

Magazine created by WKU Potter College of Arts & Letters regarding faculty and student research, events and programs.

Ua19/16/2 Basketball Press Releases, Wku Athletic Media Relations

WKU Administration Documents

Press releases, game statistics and photos related to the WKU basketball team January to July 2017.

Ua19/16/2 Football Press Releases, Wku Athletic Media Relations

WKU Administration Documents

Press releases, game statistics and photos related to WKU football team for January to June 2017.

Ua3/9 Email To Faculty & Staff, Gary Ransdell

WKU Administration Documents

Emails from WKU president Gary Ransdell to faculty & staff from January to June 2017.

• Balancing Our Budget by Year End, 3/2
• Campus Forum, 4/12
• Farewell Message, 6/30
• Finance Fact Sheet, 1/20
• Gary Ransdell to Lead Semester at Sea Program, 2/8
• Invitation University of Kentucky College of Medicine, 6/5
• New Chapter, 2/8
• New Semester, 1/20
• Personnel Actions, 6/19
• Spring Semester Message, 4/6
• Statement on Immigration Ban, 1/30
• Video Surveillance Systems Policy, 6/19