Social Media Commons^™

Public Relations In The Restaurant Industry: Using Visual Social Media To Increase Consumer Relationships, Carly M. Cady

Journalism

As daily social media usage grows, marketing through these platforms become increasingly important for public relations professionals. Instagram, one of the most popular social media platforms, provides a new way to instantaneously reach millions of potential customers through the use of visuals. However, with limited knowledge of this new public relations tool, standing out and creating a successful presence for your business is difficult. This study is to explore how visual social media, specifically Instagram, can be used to increase consumer knowledge in the restaurant industry.

Investigation of current literature regarding the topic and gathered opinions of industry professionals will …

The Dove Real Beauty Campaign: How Does It Wash, Jessica Dieny

Journalism

This study analyzes the Dove Real Beauty Campaign including branding successes and failures, corporate responsibilities, and the evolution of the brand development and management through a two-way symmetrical model. It analyzes the DRBC from a marketing and public relations perspective as well as a women’s and gender studies perspective. Dove’s Real Beauty Campaign sprung from the idea that all women are beautiful and it sought to change the status quo by showing the natural physical variation embodied by all women and inspire a broader, healthier, more democratic view of beauty. As the power of the Dove Real Beauty initiative appears …

"All The World's A Stage:" A Social Media Project For The American Shakespeare Center, Lauren D. Ambrose

Senior Honors Projects, 2010-2019

As the nation’s only original re-creation of Shakespeare’s indoor theater, The American Shakespeare Center plays a lead role in its local area of Staunton, Virginia. The organization boasts a prominent following in the theatre and on Facebook; however, its remaining social media accounts have been stuck in the Renaissance. In November 2014, the ASC got an update in the form of a new cast member—the “What’s Your Shakespeare Personality?” quiz and web based application. Using extensive research into local demographics, audience and arts trends and social media usage, this project sought to assist the organization in the application’s launch and …

A Critical Analysis: Infusion Of Social Media And Traditional Media Strategies And Tactics In The Recipe For Success For Local, Main Street Usa Restaurants, Tori Partykevich

Senior Honors Projects

Restaurants can benefit greatly from carefully constructed public relations efforts. A strong plan and a dedicated use of both traditional and new media can help restaurants grow their business. It can be much more difficult for local, mom & pop restaurants to gain the attention that will boost their business than for large corporate chain companies who already have a well-known name. A positive public image of a restaurant is vital to its success and public relations strategies can help this to be achieved.

A solid social media presence, community involvement, local newspaper advertisements, special offers and public events can …

Parody Social Media Accounts: Influence And Impact On Organizations During Crisis, Sarah Wan, Regina Koh, Andrew Ong, Augustine Pang

Research Collection Lee Kong Chian School Of Business

With the uptake of the use of social media, the communication field has seen a rise in a new phenomenon: parody social media accounts. Through study of five such accounts, this paper shows how parody social media accounts can arise from a crisis or paracrisis, which is “a publicly visible crisis threat” that is triggered online (Coombs & Holladay, 2012, p. 409). The study also examines the behavior of these accounts and how they enforce negative perceptions and impede an organization's efforts and initiatives. Using the social-mediated crisis communication model as its theoretical lens, this study seeks to examine parody …

Looking Ahead: A Public Relations Plan For Servicemaster Of Hudson, Brianne Angell

Williams Honors College, Honors Research Projects

This project examines the effectiveness of ServiceMaster of Hudson’s communication and proposes a public relations plan to generate business revenue by boosting awareness and engagement in the local community. Research revealed that the community is largely unaware of ServiceMaster of Hudson and that the company has a low reach on social media compared to competitors. Therefore, a public relations plan was created with focus on four areas: social media engagement, development of marketing materials, hiring of new employees, and employee engagement. The project also contains an appendix of materials created for ServiceMaster of Hudson, including advertisements and a schedule of …

Toward A Uses And Gratification's Model Of Twitter, Philip Ryan Johnson

Theses - ALL

This study proposed a uses and gratifications model of Twitter, an internet medium and micro-blog--a platform with both mass and interpersonal communication features for sending short messages to others. A survey was conducted among 242 Twitter users to test the model, including a standard investigation of gratifications sought and gratifications obtained of Twitter usage. In addition, expectations and availability of usage behaviors from McLeod and Becker's (1981) uses and gratifications model were examined. In the model, expectations were conceptualized as user expectations of satisfaction and operationalized as the difference between users' gratifications sought and gratifications actually obtained. Usage behavior availability …

The Role Of Social Media In Public Relations, Jake Chappelle

Communication & Leadership Dissertations and Theses

This thesis provides an assessment of how organizations utilize social media sites in public relations. The study investigates the relationships between social media (SM) and public relations (PR), particularly on the nature and effects of standalone SM functions in communications, or PR divisions of various businesses. By applying the Uses and Gratification Theory, this paper will briefly explore how business leaders use social media for the benefit of their companies, because with social media being a powerful, and global public relations tool, information and communication has become properly managed. Social (networking) media has gained popularity in the business sectors of …

Public Relations Models And Dialogic Communication In The Twitterverse: An Analysis Of How Colleges And Universities Are Engaging Their Publics Through Twitter, Jason Antwuan Beverly

Dissertations

Colleges and universities throughout this world are realizing the importance of engaging in and building mutually-beneficial relationships with their key publics through social media. The introduction of the microblogging tool known as Twitter extends the use of social media in higher education, beyond the classroom, and into the realm of public relations where it can be just as effective. Now, colleges and universities are capitalizing off of its potential as a public relations tool. Twitter allows colleges and universities to better connect with their technology-consumed publics trough dialogic and interactive two-way communication. This study examines how 155 colleges and universities …

The Baptist Church In Warren: Marketing Plan To Increase Public Awareness, Arnold Robinson

Marketing and Communications

Videos from nonprofits can feature “call-to-action” overlays to facilitate that action. Visitors can click on these overlays to visit the Church’s website. See the “YouTube Nonprofit Program” section to the right for more information about this option.

Diy Pr: How Independent Music Artists Use Online Social Networks For Public Relations Purposes, Martina Lawless

Theses

Significance of the study: Independent musicians are a huge part of the Irish music industry and yet they are the part that do not have the backing of a record label. This means independent musicians need to look at cheap or even free ways to promote themselves to existing fans and potential new fans. With the emergence of social networks musicians both signed and independent have the tools necessary to engage in a new form DIY PR. The purpose of this study is to look at the different ways that social networks have helped musicians in recent years, but also …

The Use Of Public Relations Tactics In Two Nationwide Fundraising Campaigns In Nonprofit Organisations In Ireland. A Case Study Analysis, Arlene Hogan

Theses

This study aims to analysis the use of public relations in two of Ireland’s nonprofit organisations and their national fundraising campaigns. The two charities chosen were The Mater Foundation and its national fundraising campaign called The Heart Appeal and the second charity is The Irish Heart Foundation and its national campaign called Happy Heart Weekend. The questions that the author will be looking to find are the importance of having PR as part of a nonprofit nationwide fundraising campaign, what PR tactics do these charities use to publicise their national fundraising campaigns in question and does communication play a strategic …