Public Relations and Advertising Commons^™

Brand And Public Relations In The Taiwanese Not-For-Profit Sector : A Case Study Of The Eden Social Welfare Foundation, I-Hsuan Wu

Theses: Doctorates and Masters

In a competitive environment in Taiwan, not-for-profit organisations (NPOs) seek to differentiate themselves from other NPOs. ‘Brand’ improves the internal functions and competitiveness of these NPOs; attracts funding to them by making use of public relations (PR) strategies and techniques and expanding the access to public resources; and also conveys a slick corporate image to the public. This research project has adopted a PR perception of leading marketing concepts to look at charity brand strategy. This approach has been taken instead of the more common marketing-oriented perspective. NPOs exist because of their public service or social welfare missions. The best …

Business Community Outreach: Exploration Of A New Service Role In An Academic Environment, Patrick Griffis, Sidney Lowe

Library Faculty Research

A recent special issue of the Journal of Business & Finance Librarianship focusing on business librarianship and entrepreneurship includes many case studies detailing entrepreneurship outreach initiatives from academic libraries. The introductory article, "Entrepreneurship Outreach: A New Role for the Academic Business Librarian" by Karen MacDonald, outlines entrepreneurial outreach initiatives in the issue, stating that they “describe three very different approaches libraries have taken to align themselves with a key mission of the university – economic development” (MacDonald, 2010, p. 159). This chapter elaborates on this previous work in describing the exploration of a new role in business community outreach as …

A Content Analysis Of Reliability In Advertising Content Analysis Studies., Weize Wang

Electronic Theses and Dissertations

Content analysis is a systematic research method for examining symbolical content in communication by recording or transcribing these messages into categories. Reliability is one of the most distinctive attributes of content analysis methodology comparing to other techniques in communication. A content analysis was conducted by analyzing the method sections of published journal articles in Communication Abstracts from January 2006 through January 2011 by searching "advertising" and "content analysis". Results suggested that television is still the most focused medium in advertising content analysis research. Most of the content analysis studies employed 2 coders for coding reliability assessment data and final data. …

Talking Heads: How Broadcast Media Frame The Public Relations Industry., Samara Rose Litvack

Electronic Theses and Dissertations

Researchers conducted a content analysis to measure framing of the public relations industry in 354 English language broadcast transcripts from the United States, Canada, and Australia from Sept. 1, 2009 to Aug. 31, 2010.

The overall tone toward public relations was strongly negative. Mentions reflected one-way forms of communication and mentions of the pejorative term "PR" appeared more frequently than mentions of "public relations". The profession was almost always mentioned within the body of the broadcast, as opposed to the headline or the lead paragraph.

Exploratory research showed 15 shows that included negative mentions 100% of the time. Additionally, 27 …

Is Diesel A Dirty Word? Examing The Communication And Public Relations Challenges Faced By Auto Manufacturers Who Want To Introduce Small Diesel Engines To The American Market, Christopher Nelson

Theses and Dissertations

Cars with small diesel engines make up a large part of the automobile market in virtually every region of the world but the United States. In this study, the researcher sought to determine if there are preexisting attitudes toward diesel fuel and engines among American consumers and whether those attitudes affect consumers' expressed opinions (i.e. buying habits) which contribute to that disparity. The researcher carried out two studies. The first was a modified Delphi study of public relations professionals in the automotive field. Respondents were given several basic questions regarding diesel engines in the American market followed by a series …

Identifying Barriers And Incentives Related To Attending The Performing Arts: An Examination Of First Year College Students, Laura J. Sweet

College of Journalism and Mass Communications: Theses

Young adults entering their first year of academic study beyond high school face seemingly limitless opportunities. For the first time, they’re on their own: deciding everything from when to eat to where to study and what to do in their free time. Campuses are rich with possibilities. From official student organizations and clubs, to impromptu pizza parties and dorm floor trivia contests, daily decisions create the experiences that shape the life to come. On many large campuses, alongside academic buildings are art galleries and performance spaces. Research shows that early exposures to the arts lead to increased engagement during student …

Ua12/2/1 Topper Extra - Basketball Season Preview, Wku Student Affairs

WKU Administration Documents

Topper Extra magazine, includes articles:

• Claybourn, Cole. This Season’s Toppers a Young Defensive-minded Team – Basketball
• Claybourn, Cole. Upperclassmen Ready to Teach Newcomers
• Preseason Sun Belt Conference Men’s Basketball Poll
• Preseason Sun Belt Conference Women’s Basketball Poll
• Stephens, Brad. Mary Cowles Hopes Young, Old Take WKU Back to NCAA Tournament
• Stephens, Brad. LaTiera Owens Becoming Vocal Leader for Lady Toppers
• Stephens, Brad. Micah Jones, Jalynn McClain Link with WKU Women

Wright State University Women's Basketball Media Guide 2011-2012, Wright State University Athletics

Athletics Publications

A media guide for Wright State University's 2011-2012 Women's Basketball team. This guide includes photographs, player stats, game results, and records.

Wright State University Men's Basketball Media Guide 2011-2012, Wright State University Athletics

Athletics Publications

A media guide for Wright State University's 2011-2012 Men's Basketball team. This guide includes photographs, player stats, game results, and records.

An Evaluation Of The Writing Abilities Of Entry-Level Public Relations Practitioners And The Industry Demand To Effectively Write For New Media, Diana Gervasi

Theses and Dissertations

The purposes of this exploratory investigation were to (a) evaluate the current writing abilities of entry-level public relations practitioners (b) determine the industry's demand to effectively write for new media and (c) identify educator's perceptions of entry-level public relations practitioners' writing abilities and current curriculum changes as well as future industry projections. The researcher conducted Web-based surveys of management level public relations practitioners who were all members of PRSA and telephone interviews with educators in college and university public relations programs across the country. The data collected from Web-based surveys showed a slight improvement in the perception of entry-level practitioners' …

The Effect Of Media Bias On Legislation: A Case Study Of Arizona's Senate Bill 1070 On Immigration, Rachael Burgess

Theses and Dissertations

In order to understand the relationship between government, media and public opinion in the case of Arizona Senate Bill 1070, Arizona's bill to combat illegal immigration. The purpose of this study was to (a) examine whether the media coverage of Arizona Senate Bill 1070 initiated government action and (b) examine whether the media coverage presented emotional or legal arguments supporting or not supporting the bill. Examining tone, use of emotional and legal arguments, subjectivity and objectivity in two national newspapers and interviewing four communications directors for the state of Arizona, the study showed the existence of media bias and subjectivity, …

Thinspiration: New Media's Influence On Girls With Eating Disorders, Victoria Stonebridge

Theses and Dissertations

The use of thinspiration and social networking by girls with eating disorders on social media websites and through user-generated content aids the disease in general. The purpose of this research exploration is to find out how influential these specific forms of new media are on girls with eating disorders. A content analysis will serve as the primary quantitative measure for this study. A survey, via SurveyMonkey.com, will be used to find what kind of impact new media has on girls with eating disorders. The researcher will also conduct a personal interview with an expert in the field of psychology and …

Public Relations And Marketing Techniques Used By Assisted Living Communities To Attract And Retain Residents, Brianne Rabouin

Theses and Dissertations

The purposes of this study were to determine the public relations and marketing techniques used by assisted living facilities (ALFs) to attract and retain senior residents, investigate the perception of effectiveness in PR and marketing practices among assisted living administrators and identify the role of community relations within ALFs. Consistent with previous research, interviews and surveys with assisted living professionals reveal communities operate using traditional techniques and channels including, but not limited to, newspaper ads, facility tours, community events, word-of-mouth promotion, direct-mail marketing/materials, newsletters, facility websites and professional referral development. Respondents report minimal use of new media, yet maintain an …

Redefining The Agency Model: The Benefits Of An Imc Approach, Rebecca Gatto

Theses and Dissertations

This study will seek to find out if full-service agencies are more effective than agencies that focus on only one marketing component or separate components. While some companies and agencies have fully embraced integrated marketing communications (IMC), others think the cons outweigh the pros. Many companies do not think the process of getting the individual functional groups to work together is worth the effort. The researcher conducted in-depth interviews with one full service agency, one advertising agency and one public relations agency to gain insight into the perceptions and effectiveness of IMC. A content analysis of the company websites of …

The Influence Of Layout And Design On Purchasing Behavior: Examining Print Advertisements For Sneakers, Nancy Reighn-Garron

Theses and Dissertations

The purpose of this exploratory investigation is to ascertain the influence layout and design of print advertisements has on consumers and how this influence affects purchasing behavior. This research further examines the difference in design preferences between men and women. Information acquired assists in the understanding of relationships between advertisers, marketing representatives and public relations practitioners and a targeted audience. The research findings support that men and women process advertising differently, that consumers are influenced by visual cues and provides information that is beneficial to better serve and persuade audiences to achieve successful product promotion.

Men In Public Relations: Saving An Endangered Species, Nancy Long

Theses and Dissertations

It has been 25 years since the publication of The Velvet Ghetto, the seminal work on gender in public relations. Looking ahead, the study forecast a field that was "ghettoized" as the workforce became increasingly female. Has that been the case? Since the mid-eighties, women have solidified their hold at nearly all levels in the public relations industry. While the advancement of women is to be applauded, is this imbalance a good thing? The industry, to date, has ignored this trend. What strategies should be employed to make the field more diverse and balanced from a gender perspective? Now that …

Ua12/2/1 Topper Extra, Wku Student Affairs

WKU Administration Documents

Special edition of the College Heights Herald featuring athletics. Articles:

• Claybourn, Cole. Enough About the Logistics; Let’s Just Play Football
• Stephens, Brad. Fired Up Toppers Look for Milestone Win Over Kentucky in Nashville – Football
• Stephens, Brad. Bobby Rainey Looking to Improve on Record-Setting Season
• Players to Watch – Kawaun Jakes, Wes Jeffries, Quanterus Smith, Tyree Robinson
• Stephens, Brad. Willie Taggart’s First Recruits Now Looking to Lead WKU – Football
• Carson, Kurt. Students Making Plans for WKU – University of Kentucky – Football
• Lanter, Austin. Strong Start A Dream Come True for Freshman Leslie Chinn – Soccer
• Stephens, Brad. Defensive …

The Role Of Public Relations Strategies And Tactics In Building Symmetric Donor Relationships, Justine Spack

Theses and Dissertations

This study researched relationships between nonprofit organizations and their donors. The researcher looked into the different public relations strategies and tactics that nonprofits use to build and maintain relationships with their donors, and then examined the effectiveness of those strategies and tactics. The study required a content analysis of nonprofit websites to determine the strategies and tactics that nonprofit organizations use to build relationships with their donors. It also included a focus panel of nonprofit donors who discussed which strategies and tactics donors need to establish and maintain and mutually beneficial relationship with a nonprofit organization and which strategies and …

Mixed Messages: Assessing Communication In Architectural Education And Practice, Amanda Weko

Theses and Dissertations

The purpose of this study was to explore perceptions of communication in both the academic and professional architecture communities. The author addressed (a) whether profession-specific communication skills are part of any National Architectural Accrediting Board-accredited U.S. undergraduate architecture program; (b) how architectural educators feel about communication studies; and (c) how registered architects feel about communication skills in their practice. Research findings pointed to a dichotomy in academic and professional perceptions of the importance of communication training in undergraduate architecture education. While only 13.8 percent of academic programs require communication coursework directly related to architectural practice, 94 percent of architects surveyed …

Social Media, Fan Relations And The Music Industry: A Coalition Of Unsigned Artists And Record Labels, Heather Aponte

Theses and Dissertations

The purposes of this investigation were to (a) provide the music industry with the research it seems to lack in order to understand (b) how social media will change its field and (c) how it can utilize it. To provide the knowledge necessary to adapt to the shift in musical power, the author will conduct both qualitative and quantitative research. This research includes a preliminary content analysis of comment tone on social media profiles and in-depth interviews. The researcher aims to further the understanding of social media networks and the independent musicians who use them. This will provide the music …