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1
Charlton, Andrea, and n/a. "Towards outcome evaluation : a study of public relations evaluation in the Australian Federal Government, 1995." University of Canberra. Communication, Media & Tourism, 1996. http://erl.canberra.edu.au./public/adt-AUC20060627.133808.
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The Australian Federal government has well-defined guidelines for undertaking
program evaluations. Advertising and Public Relations campaigns support
program aims, and are subject to the same guidelines. However, an examination
of actual practice in the Australian Federal government, as observed by the Office
of Government Information and Advertising in Canberra, suggests that there are
significant differences in the extent to which Public Relations campaigns, as
opposed to advertising campaigns, are systematically evaluated.
Evaluation theory, Public Relations theory, strategic planning theory, and public
administration theory provide insights into methods of managing and reporting
on communication campaigns designed to forward government objectives. A
literature review and an assessment of existing models of Public Relations
evaluation were undertaken, and a synthesis of several theoretical and practical
approaches led to the construction of a model of Public Relations evaluation
which could be applied to Australian government communication campaigns.
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Montagno, Beth L. "Marketing public relations : a multimed[i]a campaign." Virtual Press, 2005. http://liblink.bsu.edu/uhtbin/catkey/1327295.
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This creative project consists of a literature review of material concerning the combination of traditional public relations and advertising tactics with new ideas of multi-media to create a field referred to as marketing public relations. The project also contains a DVD component that includes elements of a marketing public relations campaign designed for a small business in Muncie, Indiana. The DVD is formatted so that elements can be viewed independently and in any order the consumer chooses. This puts the user in charge of what they are viewing or listening to at any time.Department of Telecommunications
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Burnett, Jeff. "Developing a public relations campaign for a local church." Theological Research Exchange Network (TREN), 1989. http://www.tren.com.
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Paitoonmongkon, Chanoknart. "The public relations campaign for Bangkok fashion week, Thailand." CSUSB ScholarWorks, 2005. https://scholarworks.lib.csusb.edu/etd-project/2938.
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The purpose of this project is to apply public relations theoretical frameworks and advertising strategies to the public relations campaign for Bangkok Fashion week to increase the number of domestic participants.
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Griffin, Philip H. "A public relations campaign for First Baptist Church, McCaysville, Georgia." Theological Research Exchange Network (TREN), 1995. http://www.tren.com.
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Marková, Jindřiška. "Propaganda a public relations v mezinárodní politice." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-10555.
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The target of this thesis is to formulate and defend the statement that there is no clear distinction between the propaganda and public relations methods in the field of international politics. The fundamentals of this thesis represent empirical observations and their subsequent analysis in various case studies. Many of these case studies date back to early history, that's why the corresponding literature was used as source of information. In addition, the nature of propaganda is often connected with miscellaneous affairs of international extent. Its true impact is revealed eventually. To confirm the preliminary thesis there are partial targets and steps stated in the introduction. The first step was to determine own area of definitions, in compliance with the generally accepted standpoints, to which I also often refer. To support my thesis I decided to apply some mathematical processes, and so I imagined the notions as sets according to certain criterion. This way of thinking allowed me to view the notions as non-empty set, equal to the intersection of international politics, propaganda and public relations. An important part of this thesis is the chapter dealing with contemporary literature regarding the issues of propaganda and PR. Various interesting not necessarily historically important case studies of propaganda campaigns represent another partial step confirming the thesis that propaganda and public relations in international relations are not importantly different.
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Al-Bogami, Sharea Mazeed. "Political public relations campaigns : a study of the Kingdom of Saudi Arabian government in response to foreign media campaigns." Thesis, Cardiff University, 2003. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.591105.
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Tavernor, Rachel M. "Communicating solidarity : the cultural politics and practices of humanitarian NGO campaigns." Thesis, University of Sussex, 2018. http://sro.sussex.ac.uk/id/eprint/75490/.
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Dimitrova, Anelii︠a︡. "Constructing the image : gender in Bundles for Britain public relations campaign 1940-1942 /." free to MU campus, to others for purchase, 1996. http://wwwlib.umi.com/cr/mo/fullcit?p9712798.
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Martinez, Belio A. "Culture frames of the 2004 presidential campaign public relations strategies for mobilizing Florida's Latinos /." [Gainesville, Fla.] : University of Florida, 2005. http://purl.fcla.edu/fcla/etd/UFE0011596.
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Long, Kristen Hope. "Public relations and branding in health communication programs a case study of a successful campaign /." College Park, Md. : University of Maryland, 2006. http://hdl.handle.net/1903/3577.
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Thesis (M.A.) -- University of Maryland, College Park, 2006.Thesis research directed by: Dept. of Communication. Title from t.p. of PDF. Includes bibliographical references. Published by UMI Dissertation Services, Ann Arbor, Mich. Also available in paper.
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Florence, Linda L. "School District Bond Campaigns: Strategies That Ensure Successful Outcomes." PDXScholar, 2014. https://pdxscholar.library.pdx.edu/open_access_etds/1847.
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When the polls close and the ballots are counted, the best sound is the roar of ecstatic cheering from delighted but exhausted campaign committee members. A bond campaign takes an inordinate amount of work, but the results are worth the effort when the campaign is managed in a systematic way. Districts can be successful bond recipients when they effectively market their schools to gain the support of their constituents.
Public schools across the U.S. are in dire need of major repairs, remodeling, and rebuilding to meet the educational needs of students. Unfortunately, passing a school bond election is entrusted to school superintendents and other district leaders, who are often inexperienced and ill-prepared and have neither the time nor inclination to focus on tasks that take them far from their primary purpose of teaching and learning.
Attaining voter support in a school bond election requires a thorough understanding of school and community issues. The literature review focuses on communication theory and research to garner support of school district's internal and external stakeholders. Communication is instrumental in passage of a construction bond election.
This dissertation is theoretically grounded in problem-based learning and the research and development process. The tested product is a handbook for superintendents or other district-level administrators on strategies and practices that assist in passing a construction bond election. In the Preliminary and Main field tests, superintendents and other district leaders used the handbook in a workshop. Survey results provided summative data to assess the efficacy of the handbook and the workshop. Formative results also provided rich information to improve and revise the handbook and workshop.
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Pambou, Renestine Itoumba. "A comparison of public relations principles applied by political parties in campaign communication during a democratic election." Thesis, Cape Peninsula University of Technology, 2017. http://hdl.handle.net/20.500.11838/3093.
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Thesis (MTech (Public Relations Management))--Cape Peninsula University of Technology, 2017In popular opinion political public relations practitioners have long been regarded as spin doctors. Their lane of actions is mostly viewed as propaganda and they are perceived as spin doctors who manipulate power-relations. The pervasive role of public relations in political campaigns cannot be denied as political actors rely on communication to reach their key stakeholders. While it can be used as an important tool that can mediate in these power relations, the facts remain in the case of this study that the political party campaign communication was rather reactive than strategic. The answer lays in the accurate application of the strategic nature and role of public relations. I believe that there is a strategic public relations role that is evident and has to be played in political party campaign communication. As a matter of fact, public relations strives to ensure an effective and efficient communication on behalf of its organisation. The purpose of this study was to explore the application of public relations principles in political parties’ campaign communication of the Democratic Alliance, in the context of three other political parties in a regional newspaper during the build-up to the 2014 South African general elections. Four distinct political parties were at the centre of this research, namely African National Congress, Democratic Alliance, Economic Freedom Fighters and Agang. Particular attention was given to the elite parties, African National Congress, and Democratic Alliance; the main environment of the study. It is true that political parties ‘communication with stakeholders reflects in essence public relations. Managing communication to promote the organisational agenda is to talk about issues important to both the public and the political party. This suggests that an effective political organisation will act on a two-way operation to build a common political position that influences public attitudes. Hence, a comparative case study was used as the strategy of inquiry. I conducted a content analysis of the political party campaign communication of the Democratic Alliance, covered in the Cape Times newspaper; as well as their election manifesto, to identify the public relations principles and strategies that were used. The daily newspapers were surveyed from January 8 to May 7, 2014. An overall of one hundred and forty-four related newspapers articles were analysed and formed the data for analysis. A close reading and counting of frequencies of varieties of themes in the newspaper revealed that the Democratic Alliance, as well as the African National congress, took a tactical and responsive approach, rather than a strategic and proactive approach, to their political party campaign communication. News coverage indicated that there was extensive counterpunching to other political parties ‘statuses, but very little promotion or management of the issues included in their election manifesto. Nkandla was the most controversial issue covered in the pre-election media coverage; while the proposed merger with AGANG; and the subsequent fall out was damaging to both political parties ‘reputation and relationship with voters. Therefore, more research on this topic needs to be undertaken, as public relations is crucial in translating public opinions to the organisation. In the political scope, this can serve as an attempt to adjust the socio-political environment to suit the political principles, as well as to help the political principles adjust to the environment by creating the right balance to mutual benefit an organisation and its publics that further ensures a real participatory democracy. Further studies should be done to investigate whether, the advocacy of the two-way symmetrical, as a way to central route to persuasion, along with the dialogical approach can impact on more effective decisions making, and ultimately create a more dynamic public sphere that seeks the resolution of socio-political conflicts. This new knowledge will lead to guidelines for public relations practitioners and can provide useful insights for political communication specialists.
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Berdine, Alexis A. "Click for the Campus Store: Development of an Online Public Relations Campaign for the AU Campus Store." Ashland University Honors Theses / OhioLINK, 2015. http://rave.ohiolink.edu/etdc/view?acc_num=auhonors1431338897.
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Woods, Chelsea Lane. "The Outsiders: Understanding How Activists Use Issues Management to Challenge Corporate Behavior." UKnowledge, 2017. http://uknowledge.uky.edu/comm_etds/61.
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Increasingly, corporations receive pressure from activist organizations to alter activities that these individuals find problematic and irresponsible. Despite this escalation, research on activism from a public relations perspective progressed slowly; much of this literature privileges the perspective of corporations and rarely examines the process from the activist perspective. To address this gap, this dissertation examined how activist organizations use issues management and communication strategies to incite corporations to change their practices and policies while simultaneously building relationships with pertinent audiences. This study incorporated data collected from qualitative interviews with activist practitioners representing a variety of activist organizations, along with organizational texts and news articles. These data provided an understanding of how activist organizations campaign against corporations using a variety of strategies and tactics in an effort to pressure corporations into changing their behavior.
Because this dissertation focused on how activist organizations generate and promote issues to gain the attention of their targets, issues management served as the theoretical framework. Guided by this theory and existing issues management models, this dissertation demonstrates how activist groups identify and establish legitimacy for their issue(s). As issues management is traditionally studied from a corporate perspective, the findings show that the process differs slightly for activist organizations and introduces the Issue Advancement Model to demonstrate how activists employ issues management. Additionally, this dissertation explored how activist groups develop relationships with their targets, supporters, communities, and other relevant publics, noting the nuances involved in each of these dynamics. Specifically, this dissertation supports claims that the dialogue approach is more appropriate for understanding and analyzing the corporation-activist relationship than other public relations models, but also notes that some activist organizations may not seek resolution. In addition to these theoretical findings, this dissertation also offers practical implications, introducing the Corporate Campaign Model, which depicts how activist organizations challenge firms while also offering suggestions for corporations targeted by these groups.
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Moscato, Derek. "Plains Spoken: A Framing Analysis of Bold Nebraska's Campaign Against the Keystone XL Pipeline." Thesis, University of Oregon, 2017. http://hdl.handle.net/1794/22780.
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This dissertation focuses on the use of strategic communication in the context of contemporary environmental activism. It examines the case of Bold Nebraska, a grassroots advocacy group opposing the construction of TransCanada’s Keystone XL oil pipeline in the state of Nebraska. Such an analysis of activist communication informs several areas of research, including public relations theory and practice, social movement theory, and environmental communication. To understand the construction of strategic communication within such activism, this study employs a movement framing analysis, a media framing analysis, and a rhetorical analysis. A quantitative framing analysis of Bold Nebraska’s website communication against the pipeline during the five-year period of 2011 to 2015 assesses how activists craft and project strategic messages. A framing analysis of Bold Nebraska’s national media coverage during the same timeframe highlights the relationship between activist framing and mainstream news coverage. Finally, a rhetorical analysis of Bold Nebraska’s 2014 Harvest the Hope concert is provided to understand the role of rhetorical appeals in building an environmental activism metanarrative or master frame.
Taken together, these three approaches provide both a more holistic means to considering environmental activism campaigns in the context of strategic communication, and fill in the gaps for understanding the interplay of social movement organizations, public relations, and persuasion. This study brings a framework of strategic advocacy framing to the realm of environmental politics, and builds upon this framework by considering the dynamic of populism in activism. It also explores the role of strategic communication in evolving a movement organization’s metanarrative as it toggles between short- and long-term goals. Finally, it identifies a civic environmental persuasion built upon the attributes of narrative, hyperlocalization, engagement, and bipartisanship in order to build broad support and influence public policy.
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Lee, Cheolhan. "Public relations campaigns in 2002 Korean presidential election : functional analysis of political discourse and media effects of agenda setting and favorability /." free to MU campus, to others for purchase, 2004. http://wwwlib.umi.com/cr/mo/fullcit?p3137725.
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Makanjuola, Olayinka. "Global Public Relations and Multinational Corporations: The Influence of Culture on Public’s Reactions to H&M, Dove, and Nivea’s Media Campaigns in the United States and Nigeria." Digital Commons @ East Tennessee State University, 2020. https://dc.etsu.edu/etd/3709.
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This study examined the significant impact of culture on global public relations practices using a case study analysis of Dove, H&M, and Nivea’s media campaigns between 2017 and 2019. The analysis was carried out through a structural comparison between the public’s reaction from the United States and Nigeria. Cultural variations between the two countries were examined, and how the variations impact GPR practices were explored. Social judgment theory, apologia, and image restoration theory were used as the theoretical frameworks alongside Hofstede’s cultural dimensions. This study demonstrates that understanding cultural dimensions as it applies to diverse countries operating in the global market can reveal how organizations can design and implement effective public relations practices across borders regardless of the existing cultural differences, which pose as a challenge.
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Lin, Shu Yu. "A public relations campaign of corporate social responsibility a test of a cognitive processing model of a CSR message /." [Gainesville, Fla.] : University of Florida, 2005. http://purl.fcla.edu/fcla/etd/UFE0010812.
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Kirchoff, Ingrid Synnøve. "Everything is NOT awesome : A study on the campaign that ended LEGO’s partnership with Shell." Thesis, Karlstads universitet, Institutionen för geografi, medier och kommunikation, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-38231.
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There is an on-going discussion in public relation scholarship surrounding the implication of critical theory on the study of activists’ utilization of public relations tools. One side believes that the mainstream theoretical models are sufficient for explaining the situation in which conflicts and negotiations between activists and corporations are happening, the other believes that critical theory needs to be applied. The purpose of this thesis is to provide an example that sheds light on this type of situation. It will study the 2014 conflict between Greenpeace and LEGO to see if orthodox theories are applicable, or if not, how and why critical theory should get more attention from public relations scholars. The aim of the thesis is to solve the conflict through studying a case. To solve the dispute two research questions are aiming to scrutinize the negotiation situation between LEGO and Greenpeace. The questions are asking what images of the Greenpeace campaign was most frequently used by the media, and how these frame LEGO. A method triangulation was applied to answer these questions. First, a quantitative study identified what images that were most frequently used by the media to cover the story. Later a qualitative text analysis in the form of semiotics was used to analyse how these images framed LEGO. The result shows that almost 90% of the images used by mass media was directly illustrating Greenpeace’s campaign. The messages in these images framed LEGO on one hand, as a passive player that would stand by and watch as their business partner polluted both the earth and kids’ imaginations. On the other hand the company was portrayed as an almighty institution that would not take stakeholders wishes and opinions into consideration. The study serves as an example on the negotiation situation between activists and corporations. The conclusion relates the thesis back to the problem definition. The public relation communication utilized by Greenpeace, and studied in this thesis, is evidence that the scholarship needs broaden the intellectual domain by incorporating activism and critical theory into the academic field.
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Jugaste, Artur. "Communicating Georgia : Georgia's information campaign in the 2008 war with Russia." Thesis, Stockholms universitet, Institutionen för journalistik, medier och kommunikation (JMK), 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-59081.
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During the 2008 South Ossetia war, Georgia and Russia fought what the English-language media called "a public relations war“. This was an interesting example of modern information warfare where governments allied with public relations agencies battled for symbolic power on the media field. This study investigates the information campaign that the Georgian government launched to promote their framing of the conflict in the English-language media. First-hand information about the campaign strategies and techniques is gathered by interviewing the people who worked as PR consultants for the Georgian government during the war in 2008. The eventual PR output is mapped and press release texts are compared with articles from The New York Times and The Washington Post in a framing analysis. The results indicate that Georgia won the PR war as the coverage in the U.S. newspapers clearly supported Georgia's framing. This outcome is attributed to the Georgian side's media management activities that skillfully anticipated the needs of the foreign correspondents covering the conflict. However, the study points out that the supportive coverage was not the result of Georgia's information campaign only. Other factors have to be taken into account, most notably the U.S. administration's strong backing of the Georgian leadership that shaped the tone of the articles written about the war. Future research should look at how the war was covered in countries with less explicit political support for Georgia, as well as investigate the PR efforts on the Russian side during and after the war.
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Johnston, Corinne E. "Be prepared : a case study of the Boy Scouts of America's "Youth Protection" campaign." Virtual Press, 1995. http://liblink.bsu.edu/uhtbin/catkey/941711.
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The author conducted a case study for analysis of the Boy Scouts of America's (BSA) "Youth Protection" campaign, a social action campaign, developed to increase awareness and educate members on how to prevent, identify, and deal with child sexual abuse (Scoutmaster Handbook, 1990; "Unacceptables Relevancy Program," 1985).The author looked for evidence of Bandura's social cognitive theory in the campaign by identifying the following elements of the theory: observational learning, modeling, enactive learning, and symbols, in campaign artifacts (Bandura, 1977).The author sought to suggest the use of Bandura's social cognitive theory in the formative research of social action campaigns and to help public relations planners in nonprofit organizations in understanding how social action campaign messages incorporating Bandura's social cognitive theory could be presented and transmitted.Procedures began with an examination of BSA organizational and "Youth Protection" campaign artifacts, supplemented by an interview with Lawrence Potts, Administrative Group Director of the BSA, who was responsible for the development of the campaign, followed by an analysis of the campaign for evidence of Bandura's social cognitive theory.The author followed Miles and Huberman's (1994) guidelines for addressing reliability and validity.The following elements of Bandura's social cognitive theory: observational learning, modeling, enactive learning, and symbols were evident in the campaign. Observational learning, modeling, and imaginal symbols were seen in two of the videos. Enactive learning was identified in a booklet. Verbal symbols were seen in various campaign artifacts. No single artifact was identified as containing all of the elements of the theory. Campaign artifacts targeted to youth contained the most elements. Symbols were identified in all artifacts targeted to youth but only the videos showed observational learning and modeling.The author's recommendations for improving the campaign would be to use observational learning, modeling, and enactive learning for encouraging the desired behaviors and skills of the volunteer leaders and parents, in a similar way these elements were part of the artifacts targeted to youth.Campaign artifacts targeted to volunteer leaders and parents provided a great deal of information about child sexual abuse, but often the information was only stated or printed, rather than coded into verbal or imaginal symbols and demonstrated through observational learning, modeling, or enactive learning. The author would also recommend verbal and imaginal symbols be used to help volunteer leaders and parents remember information about child sexual abuse.The boys serving as models in two of the videos only appeared in these artifacts. The author would further recommend these models be used in all campaign artifacts targeted to youth.Limitations of the study included the legitimacy of qualitative research, that the study may not be considered a case study in the strictest sense, and that BSA campaign planners did not intentionally incorporate elements of Bandura's social cognitive theory in their "Youth Protection" campaign, although elements of the theory were identified in campaign artifacts.Further research on the BSA's "Youth Protection" campaign should be to evaluate its effectiveness.Department of Journalism
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Eastlick, Anne C. "Genre criticism : an application of BP's image restoration campaign to the crisis communication genre." Scholarly Commons, 2011. https://scholarlycommons.pacific.edu/uop_etds/767.
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Within two months of its emergence, the BP Gulf Oil spill had become the worst environmental disaster in United States history. However, for those studying public relations the oil spill brought more than ecological disaster, by providing a case study of crisis communication. Although there were a number of crisis responses from BP throughout the course of the oil spill, the primary crisis response crafted by BP was an image restoration campaign which premiered in early June 2010. This campaign, though it exhibits qualities of a standard crisis response, was wildly unpopular with the United States Government and citizenry. This rhetorical analysis attempts to uncover the reasons behind the campaign's failure through an application of the genre model of criticism. By defining the crisis communication genre and applying it to the artifact, the current study uncovers the reasons behind the failure of the campaign. Through this discussion, this analysis identifies that BP did not address all necessary exigencies, nor did it consider the influence a rhetor can have on a message. An explanation for the failure of BP' s campaign provided a plethora of implications to the fields of public . relations and rhetorical criticism, while beginning a discussion to help define the crisis communication genre.
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Vittone, Tracy J. "HIV, sex, life, and death : a cluster analysis of the "HIV Stops With Me" campaign." Virtual Press, 2004. http://liblink.bsu.edu/uhtbin/catkey/1285585.
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Chapter One introduces the "HIV Stops With Me" campaign, research by communication scholars on how HIV/AIDS messages are channeled, cultural influences, and the target audience of these messages in order to answer: What is the "HIV Stops With Me" campaign saying about individuals infected with HIV?Chapter Two describes the cluster analysis developed by Kenneth Burke. The steps in cluster analysis are: 1) identifying the key terms in the rhetoric, 2) charting the terms that cluster around the key terms, 3) discovering emergent patterns in the clusters, and 4) naming the motive, or situation, based on the meanings of the key terms.Chapter Three is a cluster analysis of the 2002 San Francisco "HIV Stops With Me" campaign. Key terms found in this analysis are "HIV," "sex," "life/living," and "death/dying."Chapter Four contains conclusions pertaining to the analysis of the rhetorical artifact, conclusions for cluster analysis, and future implications for academic scholarship.Department of Communication Studies
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MIchaelsen, Abigail. "Brand Obama: How Barack Obama Revolutionized Political Campaign Marketing in the 2008 Presidential Election." Scholarship @ Claremont, 2015. http://scholarship.claremont.edu/cmc_theses/990.
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In 2008, President Barack Obama was named Advertising Age’s marketer of the year, the first time a politician won such an award. While presidential candidates have always employed marketing tactics in order to communicate their platform and persuade voters to support them, candidate Obama’s marketing campaign completely revolutionized the field. Through an innovative marketing strategy, candidate Barack Obama transformed himself from a mere political unknown in 2004 to a worldwide sensation by the time the general election started in 2008. His calls for “hope and change” and “post-partisanship” captured the hearts of Americans frustrated with failed Bush policy and constant gridlock in Washington. His inspirational speeches and words inspired a nation ready for a fresh and modern leader prepared to tackle twenty-first century problems. And, his innovative use of online and social media tools allowed millions of supporters to easily get involved in the campaign, igniting a movement never seen before in American elections. This paper analyzes how Barack Obama transformed political campaign marketing, utilizing both traditional and new ways to communicate and engage with the masses. This is accomplished by first illustrating a general framework for political marketing. Then, I examine the history of political campaign marketing, with a special emphasis on how technology has transformed the field over time. Lastly, I analyze how online and social media tools helped Obama win the election and how the internet has transformed the nature of political elections.
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Squellati, Jessa. "Nipomo Toys for Tots drive public relations campaign : to gain media coverage for holiday toy donations and the third annual toys for tots benefit golf tournament /." Click here to view, 2009. http://digitalcommons.calpoly.edu/joursp/2.
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Thesis (B.S.)--California Polytechnic State University, 2009.Project advisor: Doug Swanson. Title from PDF title page; viewed on Jan. 13, 2010. Includes bibliographical references. Also available on microfiche.
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Pratheepwatanawong, Mukda. "'As if it was something spoken by a friend' : political public relations and digital vote-canvassing networks via Facebook during the 2013 Bangkok gubernatorial election campaign." Thesis, University of Nottingham, 2017. http://eprints.nottingham.ac.uk/39368/.
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Social networking sites (SNSs) are an emerging channel of political mediation in Thailand for political figures to establish and develop their relationships with Thai citizens. Through focusing on the online political public relations work by candidates (and their teams) in the 2013 Bangkok gubernatorial election campaign, this thesis contributes a Thai perspective and experience to the growing literature on the use of SNSs globally in election campaigning. This research utilises multimodal textual analysis and interviews with Thai politicians, candidates and public relations personnel to explore the management of candidates’ images on Facebook via photographs, text and interactions, the management relationship between candidates and public relations personnel and citizens, the dynamics of what can be understood as ‘digital vote-canvassing networks’, and the various associated possibilities and challenges of using SNSs to contest for political power in the Thai context. This thesis finds that the political public relations work carried out via Facebook during the 2013 election campaign constituted a new and complex process of managing content and of managing human resources and relationships. The construction of candidates’ political images integrated existing Thai archetypes and connotations with more global images and strategies. The publication of campaign content on Facebook over the entire election campaign was managed to facilitate followers’ interpretations of the candidates’ campaigns. Election campaigns on Facebook developed digital vote-canvassing networks as candidates and their teams used different tactics to engage, interact with and manage citizens, as well as attempt to maximise the ‘spreadability’ of their content and thus extend their reach. As candidates campaigned on Facebook under election campaign rules not defined particularly for Facebook, the decentralisation of interaction among Facebook users was a major concern in controlling their election campaign on Facebook.
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Nogueira, Maria Janilma Pereira. "A construção da imagem pública das parlamentares paraibanas eleitas para a Assembleia Legislativa no pleito de 2010." Universidade Federal da Paraíba, 2014. http://tede.biblioteca.ufpb.br:8080/handle/tede/7816.
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This dissertation aims to analyze the process of building the public image of four state deputies occupying a seat in the “Assembléia Legislativa”, located in the city of João Pessoa, Paraíba. They are: Léa Toscano, Iraê Lucena, Daniella Ribeiro and Gilma Germano. Our purpose is to understand, through the reports uttered during interviews with these parliamentarians, how they placed themselves in politics, what they think about that universe and what are their future plans in that sphere. The theoretical basis of our work is related to the literature that deals with the political inclusion and participation of women, as well as on political culture and public image building. We know that for too long women have been excluded from this area of power, being men mostly the universal protagonists of the political scene. The participation in political fields as active citizens was only granted to our women after several struggles for rights. Persons that always have lived in a subordinate situation, women are currently managing to break down the barriers of prejudice and gender discrimination. It can see, in the speech of parliamentarians interviewed, strong trace of a policy anchored on the family name and this justified precisely because all had as input in public life the family heritage. It is also evident in the discourse of informants that women as candidates tend to use symbols that refer to ethics and morality, or even "feminine values" that always have been allocated to "natural" way simply because they are women, such as: sensitivity, gentleness, sincerity, kindness, among others. All this works, however, for political women in general, as an strategy affirmation in this power space.
A presente dissertação tem por objetivo analisar o processo de construção da imagem pública de quatro deputadas estaduais que ocupam uma cadeira na Assembleia Legislativa, localizada na cidade de João Pessoa, Paraíba. São elas: Léa Toscano, Iraê Lucena, Daniella Ribeiro e Gilma Germano. A proposta é entender, através dos relatos proferidos nas entrevistas, como essas parlamentares se inseriram na politica, o que pensam sobre esse universo e quais são seus planos futuros nesse meio. O aporte teórico do trabalho está relacionado à literatura que trata sobre o tema da inserção e participação política das mulheres, bem como sobre cultura política e construção da imagem pública. Por muito tempo as mulheres foram alijadas desse espaço de poder, sendo os homens, em sua maioria, os protagonistas universais do cenário político. A participação no campo político como cidadã ativa só foi concedida às mulheres depois de muitas lutas por direitos. Sujeito que sempre viveu em situação de subordinação, as mulheres estão conseguindo atualmente quebrar as barreiras do preconceito e da discriminação de gênero. É possível perceber na fala das parlamentares entrevistadas forte traço de uma política ancorada no nome de família e isso se justifica exatamente, porque todas tiveram como via de entrada na vida pública a herança familiar. É também evidente nos discursos das informantes, que mulheres enquanto candidatas tendem a se utilizar de símbolos que fazem referência à ética e à moral, ou mesmo a “valores femininos” que sempre lhes foram atribuídos de maneira natural pelo simples fato de serem mulheres, tais como sensibilidade, docilidade, sinceridade, amabilidade, dentre outros. Tudo isso funciona, portanto, para as mulheres políticas de um modo geral, como estratégia de afirmação no espaço público de poder político.
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Le, Pluart Simon. "RÄCKVIDDENS ROLL I REKLAMENS VÄRLD." Thesis, Malmö universitet, Fakulteten för kultur och samhälle (KS), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:mau:diva-22242.
Full textAbstract:
Denna studie har haft som avsikt att undersöka begreppet räckvidds roll i en reklamkampanjprocess, samt i vilken utsträckning relationen till begreppen effekt och påverkan är relevanta för att nå denna förståelse. Det har tillämpats en begreppshistorisk analys för att kartlägga räckvidds historiska betydelser parallellt med effekt och påverkan. Därefter har kvalitativ empiri från intervjuer med aktörer från branschen studerats i ett sammanhang med syfte att nå en djupare förståelse för hur deras olika tolkningar av räckvidd har resulterat i dagens olika betydelser. Resultatet visar på begreppet räckvidds skilda innebörder som är beroende på situation och att det som aktör finns en viktig poäng i att vara medveten om dess skilda innebörder i olika sammanhang.The purpose of the following study is to investigate and analyze the significance of the concept of reach in advertising. Furthermore whether its relationship with effect and influence can contribute to further understanding of the concept. Firstly the concept of reach has been analyzed in a historical context. Together with the concepts of effect and influence, its historical meaning has been investigated and presented. Secondly, several interviews with actors in advertising have been conducted. The main purpose of the interviews has been to hear from those in the trade to understand what their views are of reach, and how they interpret its importance. The information gathered in the interviews shed light on how the advertising community has shaped the discourse of the subject. Additionally, the interviews have enabled an analysis of the evolution of today’s different meanings of the concept of reach. The results indicate that the different meanings of the concept of reach are dependent on the surrounding circumstances of advertisement. Furthermore, as a result it becomes evident that as an actor in the world of advertisement one can benefit from understanding its different interpretations.
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Bosch, Steven. "The communication approach of the loveLife HIV/AIDS prevention programme / S. Bosch." Thesis, North-West University, 2009. http://hdl.handle.net/10394/4150.
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loveLife, the South African national HIV/AIDS prevention programme for youth, is known for its brand-oriented billboards and mass media campaign that ranges over various print-, broadcast- and alternative media.
However, the organisation also implements a national grass-roots peer motivation programme where various activities are co-ordinated by youths (GroundBREAKERS and Mpintshis) from the community.
The organisation has been criticised for its communication approach, with many researchers primarily focusing on the organisation's mass media and billboards.
This study investigates the communicative approach(es) in loveLife's programme implementation in the light of the normative theory of participatory communication. The focus of this study is to identify how loveLife describes its communication approach, what communication approach the organisation employs and how the organisation's communication approach is perceived by a sample of its target audience.
The research was conducted by means of a literature review, qualitative content analysis of loveLife's policy documentation and a selection of the organisation's media. Semi-structured interviews were also conducted at head office, which are contrasted with focus groups with the participants at an implementation site.
Broadly, it was found that loveLife's programme is more participatory than most critics would expect and that the organisation attempts to put its primary focus on face-to-face communication. But, there is also tension in what loveLife communicates on a national level and how it relates to grass-roots activities as the national / media-driven communication is more modernistic in its approach, whereas the grass-roots communication is more participatory.Thesis (M.A. (Communication Studies))--North-West University, Potchefstroom Campus, 2010.
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Rychlá, Jana. "Marketing bankovních služeb v České spořitelně, a.s." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2008. http://www.nusl.cz/ntk/nusl-221806.
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This diploma work deals with marketing problems of bank services. The theory of marketing bank mix is described in it, creation of marketing campaign and control of relations with clients. The goal is a detection of an embarrassment of marketing methods and campaigns used in Česká spořitelna, then evaluation of this methods and finally making some concept how to solve this situation.
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Wisnor, Ryan Thomas. "Workers of the Word Unite!: The Powell's Books Union Organizing Campaign, 1998-2001." PDXScholar, 2017. https://pdxscholar.library.pdx.edu/open_access_etds/4162.
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The labor movement's groundswell in the 1990s accompanied a period of intense competition and conglomeration within the retail book sector. Unexpectedly, the intersection of these two trends produced two dozen union drives across the country between 1996 and 2004 at large retail bookstores, including Borders and Barnes & Noble. Historians have yet to fully examine these retail organizing contests or recount their contributions to the labor movement and its history, including booksellers' pioneering use of the internet as an organizing tool. This thesis focuses on the aspirations, tactics, and contributions of booksellers in their struggles to unionize their workplaces, while also exploring the economic context surrounding bookselling and the labor movement at the end of the twentieth century. While the United Food and Commercial Workers (UFCW) auspiciously announced a national campaign in 1997 to organize thousands of bookstore clerks, the only successfully unionized bookstore from this era that remains today is the Powell's Books chain in Portland, Oregon with over 400 workers represented by the International Longshore and Warehouse Union (ILWU) Local 5.
Local 5's successful union campaign at Powell's Books occurring between 1998 and 2000 is at the center of this study and stands out as a point of light against a dark backdrop of failed union attempts in the retail sector during the latter decades of the twentieth century. This inquiry utilizes Local 5's internal document archive and the collection of oral histories gathered by labor historians Edward Beechert and Harvey Schwartz in 2001 and 2002. My analysis of these previously unexamined records demonstrates how Powell's efforts to thwart the ILWU campaign proved a decisive failure and contributed to the polarization of a super majority of the workforce behind Local 5. Equally, my analysis illustrates how the self-organization, initiative, and unrelenting creativity of booksellers transformed a narrow union election victory to overwhelming support for the union's bargaining committee. Paramount to Local 5's contract success was the union's partnership with Portland's social justice community, which induced a social movement around Powell's Books at a time of increased political activity and unity among the nation's labor, environment, and anti-globalization activists. The bonds of solidarity and mutual aid between Local 5 and its community allies were forged during the World Trade Organization (WTO) demonstrations in Seattle in 1999 and Portland's revival of May Day in 2000. Following eleven work stoppages and fifty-three bargaining sessions, the union acquired a first contract that far exceeded any gains made by the UFCW at its unionized bookstores. The Powell's agreement included improvements to existing health and retirement benefits plus an 18 percent wage increase for employees over three years.
This analysis brings to light the formation of a distinct working-class culture and consciousness among Powell's booksellers, communicated through workers' essays, artwork, strikes, and solidarity actions with the social justice community. It provides a detailed account of Local 5's creative street theater tactics and work stoppages that captured the imagination of activists and the attention of the broader community. The conflict forced the news media and community leaders to publicly choose sides in a labor dispute reminiscent of struggles not seen in Portland since the 1950s. Observers of all political walks worried that the Portland cultural and commercial intuition would collapse under the weight of the two-year labor contest. My research illustrates the tension among the city's liberal and progressive populace created by the upstart union's presence at prominent liberal civic leader Michael Powell's iconic store and how the union organized prominent liberal leaders on the side of their cause. It concludes by recognizing that Local 5's complete history remains a work in progress, but that its formation represents an indispensable Portland contribution to the revitalized national labor movement of the late 1990s.
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Fourie, Lynnette Mitzi. "Partybeheerde kommunikasie in die Noordwesprovinsie tydens die Suid-Afrikaanse algemene verkiesing van 1999 / Lynnette Mitzi Fourie." Thesis, North-West University, 2003. http://hdl.handle.net/10394/182.
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This study examines the party-controlled communication of the five most important political
parties in the North West Province of South Africa during the 1999 general elections.
The main assumption is that political parties in developing democracies have a normative
obligation to do more than canvas for votes during an election campaign. Political parties
should also be instrumental through their communication in fostering a democratic political
culture. Central to this argument is the notion that a typical marketing approach is not suitable
for an election campaign in a developing democracy. In accordance with the participatory
approach to development, it is thus proposed that the two-way symmetrical model for public
relations (as proposed by James Grunig) is a more appropriate approach to election
campaigns. Especially relevant for this study is the two-way symmetrical model's emphasis
on interaction and the establishment of long tern relationships with target publics.
Through an extensive qualitative analysis of all relevant material (party manifests, newspaper
advertisements, radio advertisements, pamphlets, posters and web pages), it was found that
South African political parties placed much less emphasis on the "image" of the party or its
leader compared to their American counterparts. However, that did not imply that the
substance of the message was emphasised adequately. On the contrary, the political parties
participating in the elections in the North-West province generally failed the normative
criteria of informing voters and identifying democratic values adequately.
Furthermore it was found that the cognitive and emotional campaign messages were not fully
integrated. While the focus was on typical election issues (emotional message), these issues
were not explained and contextualised within a developing democracy to the full extend
(cognitive message). Therefore the emotional message was not utilised to focus the voter's
attention on policy issues and democratic values.
In conclusion it is argued that political parties should do much more than merely canvas for
votes. They should also empower voters by informing them on their policy issues and
highlighting democratic values in society. Only then the new South African democracy will
be sustainable.Thesis (Ph.D. (Communication Studies))--North-West University, Potchefstroom Campus, 2004.
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Opperman, Ansu. "The development of a co-ordinated communication campaign to enhance participation in netball: applicable to schools in Port Elizabeth." Thesis, Nelson Mandela Metropolitan University, 2017. http://hdl.handle.net/10948/19828.
Full textAbstract:
Public relations play an intricate role in communication development strategies within sport, especially netball. The objective of the research is to create a communication campaign incorporated in a public relations programme in aid of the development of netball in Port Elizabeth schools. The significance of the research is to create an understanding of the challenges faced by the learners to participate in netball and to develop the sport. The development of players at a young age is not up to standard when compared to countries where netball is already a professional sport. There is a lack of communication between the different stakeholders, namely the players, coaches and external publics. Qualitative research methods were implemented where primary and secondary data was used to conduct the research. Focus groups were utilised to gather primary data from netball players and coaches. These interviews proved that communication gaps do exist between the different stakeholders of school and netball. An introduction about netball will be discussed. Literature about public relations and communication will be presented. The research methodology will be presenting the research design and research methods used to conduct the research. Characteristics of the schools used in the interviews will be discussed. The research analysis, findings and discussions will present a guideline to be implemented by schools to enhance communication and therefore help develop netball. The research will then be concluded and summarised. Limitations to the study will be discussed as well as recommendations for further study on the topic. Communication plays an important role when trying to build mutual beneficial relationships between the various stakeholders. The results in this research bring to the conclusion that effective communication is needed to enhance and develop netball to ultimately become a professional sport.
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Eamsobhana, Sudawadee. "The cross-cultural research of United States and Thailand: The relationship between celebrity endorsers and types of product endorsed." CSUSB ScholarWorks, 2005. https://scholarworks.lib.csusb.edu/etd-project/2845.
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The purpose of this study was to determine the relationship between the use of celebrities and the types of products endorsed. Advertisements from one popular magazine in the U.S. and two popular magazines in Thailand were used.
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Grant, Lisanne F. M. "Dimensions and Validation of Perceived Message Sensation Value Scale for Print Messages." UKnowledge, 2014. http://uknowledge.uky.edu/comm_etds/29.
Full textAbstract:
The purpose of this research project was to develop a reliable and valid scale to assess the perceived message sensation value (PMSV) of print messages. The goal of this project was accomplished by conducting two studies. Study one involved collecting 397 undergraduate students’ responses to one high and one low sensation value anti-smoking message, while for study two, 284 undergraduate students’ responses to one high and one low sensation value anti-crystal meth message were collected. The results of the studies highlighted that the PMSV of a print message can be assessed using three dimensions (emotional arousal, novelty, and dramatic impact) and 12 items. Additionally, the newly developed PMSV scale for print messages remained stable across sensation-seeking levels and two different sets of anti-drug messages. Analysis of the data collected also provided support for the convergent, divergent, and predictive validity of the PMSV scale for print messages. Furthermore, from the data it can be inferred that PMSV is an important element that contributes to perceived message effectiveness and attitude towards the ad. The findings associated with this research project also suggest that both high and low sensation seekers preferred high over low sensation value print messages. Lastly, the implications of the PMSV scale for print messages were addressed.
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Harutjunjan, Ani. "Analýza efektivity vybrané marketingové kampaně." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-199988.
Full textAbstract:
The aim of the thesis is to evaluate the effectiveness of the selected marketing campaign in the area of telecommunications, on the basis of defining basic criteria for success of the marketing campaign as part of the communications plan of the company. The theoretical part of the thesis is focused on defining the fundamental components of the marketing and the communication mix. Furthermore, theoretical part covering the approaches, methods and indicators for measuring the effectiveness of marketing campaigns, serves as a theoretical basis to schedule and implement the practical part. The practical part deals with the marketing and creative concept and the communication strategy of the campaign O2 Extra výhody of Telefónica Czech Republic. The effectiveness of the campaign is evaluated on the basis of the primary research using the questionnaire and also on the basis of the secondary data available from Telefónica CR.
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Doyle, Daniel S. "A Discourse-Proceduralist Case for Election and Media Reform after Citizens United." Ohio University / OhioLINK, 2012. http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1339711190.
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van, Gastel Mario. "Activist public relations and programs of self-directed change." Thesis, 2011. http://hdl.handle.net/2152/ETD-UT-2011-05-3659.
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The principal theory in the field of public relations, grounded in the landmark Excellence Study headed by J.E. Grunig (1992), has moved from viewing activist groups as posing a threat to organizational effectiveness, to recognizing their positive influence on the development of Excellent public relations practices, to incorporating the activist perspective into the main research agenda. The public relations practices of activist groups are similar to those of their target organizations, and research has demonstrated that both parties are more likely to achieve their respective goals if both use symmetrical strategies. Factors that have been found to be critical to the success of activist groups include their ability to maintain the viability and legitimacy of the organization and the issue(s) it pursues, and their ability to build relationships of trust with its members, complementary organizations, legislative bodies, and the press. Since web-based communication has become a principal source of counterbalancing their disadvantage in resources vis-à-vis the targeted institution(s), the ability to take advantage of the potential of online media has also become critical to the success of activist groups. Another important source for counterweighing the “deep pockets” of their corporate or governmental adversaries, and thus a critical factor for success, is the “motivation and fervor” of the members of activist groups. Whereas the public relations behavior of corporations and governments is primarily cued by highly rational and regulated guidelines at the organizational (meso) level, activist public relations behavior is often grounded in highly emotional considerations at the personal (micro) level. This raises the question: how can the public relations practices of an activist group affect its members at the personal level? Bandura’s model of self-directed change (1990) offers a promising framework for addressing this question, as it facilitates the evaluation of an activist group’s public relations campaign in terms of its effectiveness in reinforcing the motivation, social and self-regulatory skills, and self-efficacy of individual members. The model suggests that effective activist public relations practices are not only successful in preserving viability and legitimacy at the meso level, but also enhance empowerment at the micro level.text
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LI, PI-YUN, and 李碧雲. "The interorganizational relations of Diabetes Public Education campaign - Case of Taiwan Diabetes associations." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/69131992651815650665.
Full textAbstract:
碩士輔仁大學
非營利組織管理碩士學位學程在職專班
102
Old social advent of chronic diseases are quite common, and in these chronic diseases, diabetes is a situation that you generally have the patients around me, its growth rate and an increase in the average life expectancy of people is indeed a big challenge national health. However, diabetes care is a need sustained, long-term investment and working. Because the average life expectancy increased, the patient's medical history also increased, diabetes itself a kind complex and in need to implement disease management in life, so in the care of the more difficult. This study is based on several diabetes-related Taiwanese non-profit organizations about The Chinese Taipei Diabetes Association, The Taiwanese Association of Diabetes Educators, The Taiwanese Association of Persons with Diabetes, and the Formosan Diabetes Care Foundation . For an example 2012 and the 2013 World Diabetes Day activities to do analysis and comparison, analyze their cross-organizational partnership of cooperation. The study found the types of partnerships are the most frequent occurrences partnership in assistance, complementary and supports .Provider participation have positive change in knowledge enhancement, technology innovation, and enhance the cohesion, and public participation have to remind disease knowledge, access to new knowledge of disease, patients and caregivers friendship, as well as being a caring soul soothing and so rewarding. The study recommended for: coordination and cooperation between organizations accountability system should be established, establish a system more conducive to the implementation of the perpetrators, the long-term development of the organization and be able to leave a record specification. Coordination and integration as well as the ability to lead the case of personnel is also important key coordination and cooperation activities, in the establishment of the system, improve training and integration capabilities of the staff is straightforward.
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Ware, Crystal. "American public relations in the Middle East : perceptions of Middle Eastern bloggers toward American campaigns." Thesis, 2008. http://hdl.handle.net/10125/20504.
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Potterf, Deana E. "Breast cancer campaigns and research funding : the perfect storm." 2010. http://liblink.bsu.edu/uhtbin/catkey/1610822.
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Why does breast cancer receive so much more federal funding and fundraising efforts than other types of cancers, particularly lung cancer – the leading cause of cancer related deaths? This question is critical to public relations practitioners, in order to replicate or build on the success of breast cancer campaigns.
This study was conducted in two parts. First, an Internet survey was distributed as a pilot study to examine public perceptions of cancer related issues. Next, depth interviews were conducted with 25 experts in the cancer field from across the nation.
A comparison of pilot study results with actual statistics shows that breast cancer advocates are making a significant difference in people’s perceptions. Breast cancer advocacy campaigns are so pervasive, people don’t understand the significant numbers of other cancers that are diagnosed each year, as opposed to breast cancer.
Interviews revealed that breast cancer awareness and funding have benefited from a perfect storm. According to interview participants, breast cancer advocacy may be attributed to: the feminist movement, the HIV/AIDS campaign, celebrity endorsers, and a passionate advocate named Nancy Brinker, who had just lost her sister, Susan G. Komen, to breast cancer. Screening and surgical technology also advanced at the right time, allowing breast cancer research funding and awareness to benefit from the perfect storm.
It’s clear that Komen and other breast cancer advocates have made a huge impact on public perceptions of the disease and its research funding. Will other advocates be able to replicate it with the same degree of success, or will it take another perfect storm?Department of Journalism
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Balzer, Timothy John. "The information front: the Canadian Army, public relations, and war news during the Second World War." Thesis, 2009. http://hdl.handle.net/1828/1346.
Full textAbstract:
War news and public relations (PR) was a critical consideration for the Canadian Army during the Second World War. The Canadian Army developed its PR apparatus from nothing to an efficient publicity machine by war’s end, despite a series of growing pains. Canadian Military Headquarters in London appointed the first PR Officer, William Abel, in January 1940. PR services overseas grew along with the size of the army. The early days were marked by lack of coordination and often jurisdictional and personality conflicts between Abel and the other PR Officers and organizations. The 19 August 1942 Dieppe raid was the low point for both the accuracy of war news and Canadian PR involvement because Lord Mountbatten’s Combined Operations Headquarters minimized Canadian PR’s involvement in planning. This resulted in early portrayals of the raid as successful and the British censored a more honest explanation by the Canadian Army. The Sicilian and Italian campaigns provided a learning experience for the PR units. In Sicily, the news coverage of the Canadians was a public success, but PR had trouble with their allies in gaining national recognition and representation. Additionally, the question of correspondents’ priorities and delays getting to the front and transportation difficulties angered the press. Many of these problems continued in Italy until the appointment of Richard Malone, who enjoyed support from the politicians, press, and military. Applying the Mediterranean experience and participating in Allied publicity planning contributed to the excellence of Canadian PR during the Northwest Europe Campaign. PR maintained the confidence of the press while still controlling the correspondents. The army also largely overcame the temptation to censor bad news although this sometimes embarrassed Ottawa. Allied regulations sanitized war news preventing the reporting of the more disturbing aspects of war. Through censorship, the army exercised a great deal of control over the news media, yet this hegemony was incomplete because of need to keep the press friendly. Although a large sceptical minority remained, most Canadians considered their war news to be accurate. In sum, Canadian Army PR was generally successful, portraying the army positively and attracting media coverage.
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Lin-Hua-Lin and 林惠玲. "The Influence of Public Relations Campaigns on People's Choice of Medical Care:A Case Example from the Local Hospitals in Changhua Area." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/91204660413994271489.
Full textAbstract:
碩士大葉大學
人力資源暨公共關係學系碩士在職專班
94
The purpose of this study is to investigate and analyze how hospital can influence people’s choice of medical care through its public relations service campaign. It further discusses how people accept a hospital’s public relations service campaign in terms of a variety of variants, including sex, age, profession, education level, and resident area. Hospital image is employed as an intermediate variant to investigate how the public accept a hospital’s public relations service campaign. By surveying a number of people who took medical cares from local hospitals in Changhua area, this study acquired relevant information regarding “hospital public relations service campaign,” “hospital image,” and “options for medial care.” It was found that a hospital’s image and its public relations service campaign can greatly influence whether people would take medical care from it, that people with different backgrounds accept a hospital’s public relations service campaign in different manners, and that public relations service campaign can help a hospital create a better image. Significantly, public relations service campaign can bring positive effects on a hospital’s image and acceptability. Among elements of public relations service campaign, dispute settlements, payment discounts, medical consultations, free diagnoses, and community services. In choosing a hospital for them to find medical care, people are subject to hospital image and hospital public relations service campaign. Both elements can also significantly influence a person when he or she is offered such options as “to choose the hospital with priority,” “to stay with the same hospital,” and “to recommend the hospital to others,” depending on his or her personal background. It should be noted that medical care, such as medical consultations and free diagnoses, is the key to people’s acceptance of hospital public relations service campaign. However, disputes arising out of medical treatments have recently become the focus of hospital public relations service campaign, due to the increasing emphasis on the patient’s rights. Setting up an office to deal with complaint and disputes is therefore considered as a crucial part of hospital public relations service campaign. Accordingly, a hospital should make a great effort to improve the quality of its medical services, thereby creating a great image for itself, winning over people’s trust, and developing great relationship with the public. Keywords: hospital public relations service campaign, hospital image, choice of medical care consideration continue to accept and recommending three options of the others to also have the difference because of the background dissimilarity. People's approbation toward the marketing public relations activity of hospital, still return to return the essence of the medical treatment industry if the charity examine the medical treatment consultation serves and recently the problem of the medical treatment dispute is subjected to most to focus attention, so the people value to establish the” patient to report the piping processing dispute or problem”. Particularly therefore, hospital should under the resource or funds of the limit, in addition to selling the public relations activity outward, also should concentrate on service quality more the top, sell from the inner part or the internal public relations does, to acquire people's good evaluation improve to cure illness the relation and molding the good image, letting the hospital conducted more smoothly.
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Šenkárčin, Jakub. "Partnerství společnosti Pilsner Urquell a České hokejové reprezentace." Master's thesis, 2016. http://www.nusl.cz/ntk/nusl-342016.
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Title: Pilsner Urquell sponsorship of Czech ice hockey national team The Objective of the Thesis: The goal of this thesis is to create a comprehensive proposal of partnership activities between Pilsner Urquell and the Czech national ice hockey team for the 2016/2017 season. The conclusions and recommendations of this thesis are based on a thorough analysis of the same partnership in the 2014/2015 season within the frame of ICE HOCKEY campaign. Method: There were multiple methods of qualitative analysis used in the research section of the thesis. The relationship between both the sport association and Pilsner Urquell was analysed using a case study, document analysis and direct observation, with communication campaign as well. The data collection process was facilitated by a structured interview with the marketing department of both sides. Results of the thesis: The outcome of this thesis is a comprehensive proposal of a PR campaign for the 2016/2017 ice hockey season. The proposal includes concrete communication measures and initiatives that establish the partnership between the Czech National Ice Hockey Team and the Pilsner Urquell company. All individual initiatives are described in terms of their mission in the context of the overall partnership, the steps required to their realization, and...
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Oyedemi, Tokunbo. "Commodification of tertiary institutions : a study of the University of Natal's corporate advertising campaign." Thesis, 2000. http://hdl.handle.net/10413/5535.
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Following the global 'capitalisation' of public institutions, academic institutions have
embarked continuously on a drive towards 'marketisation' and commodification of their
services. Tertiary institutions are utilising aggressive marketing strategies and media
campaigns to attract students. This study examines the advertising campaign embarked
on by the University of Natal in 1998/ 1999. This is a first stage of a two-tier marketing
strategy, and it involves brand-building the University. This research assesses the
University of Natal's advertising campaign both on radio and in print, it analyses the
campaign from creative conceptualisation to media exposure, while giving a brief
background to advertising and commodification trends among tertiary institutions in
South Africa.
Eric Michaels' (1990) proposal of a circular message transmission model called
'hermeneutic circle' (12-28) of a teleported text serves as the theoretical backdrop for the
assessment of lhe conceptualisation process to the media exposure of the campaign.
A semiotic analysis of the University of Natal's advertising campaign is also given and
located within a particular context in the 'henneneutic circle'. Various focus group
discussions were conducted : one comprising mainly white students from Pinetown Girls
High School in Standard Nine; the second, mainly Indian students in their matric year at
Queensburgh High School. The others comprised of black students from Ferndale
Secondary School, Phoenix, but who reside in KwaMashu, and also black students from
Amangwane High School in Bergeville, near Ladysmith. One on one interviews were
also conducted with high school students. Most of these students were in Standard Nine
with some completing their matric year. These discussions were conducted separately to
avoid any kind of intimidation and domination of the discussions by students from the
private schools who are more fluent in the command of the English language. The other
group comprised of an alumnus, a parent, four students - two local and two international,
and two staff members of the University. Their comments provide information in
identifying the strengths and weaknesses of the campaign as well as the evaluation of the
campaign concepts and contents in correlation with the cultural contexts of the target groups. The group discussions also provide insight into the reception and perception of
the campaign.Thesis (M.A.)-University of Natal, Durban, 2000.
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Tsiu, Asser Tsiu. "Commodification, institutional restructuring and corporate communication in higher education : a case study of the media campaign of the University of Natal." Thesis, 2002. http://hdl.handle.net/10413/5191.
Full textAbstract:
Changes in global political economy are moving towards 'capitalisation' of public institutions through market instruments. These changes create new environments and challenges. In order to meet these challenges, higher education institutions are restructuring to position themselves in their new environment. In this process, the media play an active role. Using corporate communication as a focal point, this research examines how higher education institutions aim to accomplish their mission, on one hand and mitigate challenges of the new political economy, characterised, by globalisation and marketisation, on the other. Using the University of Natal's corporate communication media campaign as a case study, the research looks into how education is commodified through processes of institutional restructuring and how this is reflected or mirrored through corporate communication strategies. This study is done within cultural studies and critical media research tradition. In contrast to 'administrative' studies that focus on how to use mass communications within the given political economic order to influence audiences, sell products or promote institutions, it addresses social and cultural effects of corporate communication in higher education. It offers insight into how corporate communication could be utilised for societal good instead of perpetuating social inequalities. Chapter One provides an overview of corporate communication and how it interacts with higher education by looking into challenges that threaten institutions to accomplish their mission. Chapter Two offers a theoretical framework of the new political economy through which higher education is now operating and how the media plays a role in this framework. Chapter Three provides an analysis of the media campaign of the University of Natal as evaluated against the institution's mission statement, and Chapter Four offers data analysis and lessons learned from the University of Natal media campaign.Thesis (M.A.)-University of Natal, Durban, 2002.
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David, Geraldine Michelle. "From idea to implementation : an evaluation of the East Coast radio corporate advertising campaign : how does the station construct its audience?" Thesis, 2001. http://hdl.handle.net/10413/5230.
Full textAbstract:
The research will investigate the East Coast Radio Corporate Advertising Campaign which ran from early 1996 through until the end of March 1998. The 'catch phrase' or title of the campaign was "Hot Days, Cool Waves". The research will also focus on the station's constructs of its' audience. The thesis will follow through the agency's pitch to the client the end of the campaign. The campaign incorporates print, billboards, cinema and electronic media.
The corporate advertising campaign preceded a large increase in East Coast Radio listenership. East Coast Radio began life as Radio Port Natal, part of the South African
Broadcasting Corporation. Under the management of the South African Broadcasting Corporation, Radio Port Natal developed a particular image and specific audience
profiles The new private station needed to establish an identity autonomous from the South African Broadcasting Company, in terms of both inherited and new listeners. The
thesis will investigate the extent to which East Coast Radio retained the original audience after the transfer of ownership and the modality through which it was able to construct an extended audience for the station.Thesis (M.A.)-University of Natal, Durban, 2001.
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Edlund, Anette, and Ellinor Blomqvist. "PR, PÅVERKAN & PROMILLE : En kvalitativ och kritisk diskursiv jämförelseanalys av hur kommersiella och ideella organisationer konstruerar PR-kampanjer på sociala medier." Thesis, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-158026.
Full textAbstract:
The purpose of this essay was to examine the Public Relation strategies in four PR-campaigns. The objects of the study were two commercial organisations, Carlsberg and Smirnoff, and two non-governmental organisations, Addict Aide and IQ, with alcohol as the pervading subject. The study intended to compare similarities and differences, persuasion tactics and discourse themes. To accomplish the object of the study the theoretical framework of James E. Grunigs Four models of Public Relations was used. Alongside Grunig’s theory, Relationship management theory was applied to understand social media's role as a strategy in the four campaigns. The method used was a qualitative content analysis combined with a semiotic image analysis, and a critical discourse analysis. The results showed that communication that's is based in two-way communication has the biggest chance of success. The results also showed that social media plays an important part as a strategy in organizations strategic communication and Public Relations endeavors. Both in reaching the target audience, but also in maintaining beneficial relationships between the organization and its audience. The essay’s conclusions were that the audience participation has become an important strategic part in the Public Relation field with the emergence of two-way communication. As well as the fact that cultural and social practices plays an important part in the construct of organizations PR-strategies.
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Mlynářová, Kateřina. "Návrh PR aktivit pro projekt Fotbal pro rozvoj." Master's thesis, 2017. http://www.nusl.cz/ntk/nusl-351842.
Full textAbstract:
Title: Proposal of PR activities for the project Football for Development Objectives: The aim of this work was to analyze the realized PR activities of the project Football for development with regard to its stakehoalders, and subsequently propose concrete actions for improvement as a base for the communication strategy. Methods: A discriptive case study was used for evaluating the PR outcomes from 2016. The other method used was interviews with chosen stakehoalders, ie. representatives of the partner organizations and volunteers of the project from previous years. Results: The results showed that the PR activities are fully done in a more or less functional way. However the majority of them encounter some weaknesses whose solutions are presented with regard to future activities of the project in the final part of the thesis. Keywords: public relations, Football for development, campagin, non-profit organizations, social problems