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- Creators: Walter Cronkite School of Journalism and Mass Communication
- Member of: Barrett, The Honors College Thesis/Creative Project Collection
Description
INTRODUCTION: This thesis delves into how PR-media relations evolved in the past 20 years (since 1997). It discusses several aspects of media relations, such as relationships, old and new media relations tools, pitching and predictions about the future of media relations. LITERATURE REVIEW: A review of previous literature on media relations guided this research. Past research explained stigmas about the relationship between public relations professionals and journalists, how pitching has evolved, social media's role in modern day media relations and the dynamic between earned and owned media. METHODOLOGY: The research involved a mixed method approach with qualitative and quantitative methods. First, in-depth interviews were conducted with both journalists and public relations professionals who work in Arizona. These interviews were conducted either in-person or over the phone. Second, two in-depth interviews were conducted over the phone with a public relations professional who worked at Intel for over 20 years for a case study. Finally, a survey was distributed to public relations professionals in Arizona via email and through social media websites (Facebook and Twitter) to provide insight on the media relations tactics they have recently utilized, as well as their use of social media. There were also five follow-up interviews conducted with survey respondents. FINDINGS: After conducting these three methods of research, the qualitative (quotes) and quantitative (survey) data were analyzed to provide detailed opinions about media relations including: the relationships between public relations professionals and the media, the use of old and new media relations tools, what an effective pitch looks like, the use of social media, comparisons between less and more experienced PR professionals, and predictions on the future of media relations. DISCUSSION: The findings from this research led to several conclusions regarding media relations such as: the importance of maintaining a trusting and respectful relationship, traditional tools' place in modern day media relations, email's dominance as a media relations tool, the hesitation by PR professionals to use social media as a communication tool with journalists, more experienced PR professionals' lack of hesitation to use social media as a communication tool with journalists, and the prediction that relationships will remain key in media relations despite the changes in media relations tools themselves. CONCLUSION: Based on all of the findings from this research, it was concluded that media relations has evolved to keep up with the changing media landscape, however, traditional tools and practices remain relevant and essential to media relations.
ContributorsTillman, Krista Michelle (Author) / Wu, Xu (Thesis director) / Bovio, Sonia (Committee member) / College of Integrative Sciences and Arts (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2017-12
Description
The automotive industry is a staple of the U.S. economy, an international job generator and a leader in research and innovation. Cars have symbolized freedom and independence for generations. But to Millennials, they represent additional payments and crowded parking lots. Millennials are the largest generational cohort and wield considerable buying power. This thesis used case studies and elite interviews to examine Millennials' buying habits and how automotive marketers can reach this audience. The project found that life events, such as moving into the suburbs or having a family, are what motivate Millennials to buy cars. When they do purchase vehicles, Millennials strive to balance the need for practicality with the desire to purchase aspirational brands. Automakers that support Millennials during their consumer research and position their cars as a supplement to the Millennial lifestyle tend to resonate with the generation.
ContributorsSitter, Katherine Faith (Author) / Barrett, Marianne (Thesis director) / Edsall, Larry (Committee member) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
Abstract My documentary is about the concussion detection study with Arizona State Football, Translational Genomics Research Institute (TGen), Riddell and the Barrow Neurological Institute. Football players voluntarily participate in the study that aims to identify a biomarker released from the brain to identify if a player has suffered from a concussion. The study uses blood, urine and saliva samples, along with head impact data from Riddell's Sideline Response System. The study is also focusing on the impact of sub-concussive hits and the effects. According to the Barrow Neurological Institute, 84% of respondents believe concussions are "a serious medical condition," and a third of Valley parents will not let their children play football. I interviewed an ASU football player who participated in the study and found out about his experiences with concussions. The severity of concussions has received a lot of attention in recent years, and this study hopes to mitigate concussions symptoms and the fear of concussions. According to the 2015 NFL Health and Safety Report, since 2012 the NFL reported concussions were down by 35%. I interviewed the TGen leaders of the study and the neurologist at the Barrow Concussion and Brain Injury center involved in the study to find out how they plan to find a biomarker and use it to develop an objective way to diagnose concussions. An example of a possible objective test is a mouthguard that changes from clear to blue after a player sustained a hit that resulted in a concussion. The 2015-2016 ASU football season marked the study's third year of research. At the time of my documentary, the study had no timeline to release data.
ContributorsSeki, Katryna Marie (Author) / Lodato, Mark (Thesis director) / Kurland, Brett (Committee member) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / School of Politics and Global Studies (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
Each year, a select few minor league baseball players are chosen to attend the Arizona Fall League, a development league within Major League Baseball that hones the next generation of players, coaches, managers, and even umpires. These players make up the top talent currently in the minor leagues from each of Major League Baseball's 30 organizations. Of the thousands in the minors, just seven players from each organization can go to this extra six-week season, and learn to play alongside the best future talent the sport has to offer. On Deck: Inside the Arizona Fall League is a short documentary that looks at some of these players, as they continue their baseball journey that they hope leads them one day to the Majors. The documentary can be viewed online at https://youtu.be/jkggYiDtn14 or nicolesheraefox.com
ContributorsFox, Nicole Sherae (Author) / Lodato, Mark (Thesis director) / Kurland, Brett (Committee member) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
The foundations of legacy media, especially the news media, are not as strong as they once were. A digital revolution has changed the operation models for and journalistic organizations are trying to find their place in the new market. This project is intended to analyze the effects of new/emerging technologies on the journalism industry. Five different categories of technology will be explored. They are as follows: the semantic web, automation software, data analysis and aggregators, virtual reality and drone journalism. The potential of these technologies will be broken up according to four guidelines, ethical implications, effects on the reportorial process, business impacts and changes to the consumer experience. Upon my examination, it is apparent that no single technology will offer the journalism industry the remedy it has been searching for. Some combination of emerging technologies however, may form the basis for the next generation of news. Findings are presented on a website that features video, visuals, linked content, and original graphics. Website found at http://www.explorenewstech.com/
ContributorsMaxwell, Gavin William (Author) / McGuire, Tim (Thesis director) / Cornelius, David (Committee member) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / School of Politics and Global Studies (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
This project focuses on techniques contemporary American poets use in their work. Ten different poetry collections are analyzed for dominant writing styles and techniques, which I then apply to my own poems, concentrating on modeling that particular poet. I then reflect on those poems through an evaluation of my writing process, how those techniques were implemented, and how they affected the poem. In addition to these reviews and reflections, I also wrote three articles about the literary community and what I've learned from my interactions in that community. All these materials are organized into a website, which shows the connections between the different writings via links and menus. Creating this website brings all the materials together to demonstrate my growth as a poet, writer, and designer. This heavy focus on poetry and analysis has helped sharpen my critical thinking skills and has better prepared me for a career in design and journalism.
ContributorsHansen, Elizabeth Sarah (Author) / Murphy, Patricia (Thesis director) / Savard, Jeannine (Committee member) / Barrett, The Honors College (Contributor) / Department of English (Contributor) / Hugh Downs School of Human Communication (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor)
Created2015-05
Description
Since the inception of the World Wide Web in the late 1980s, public relations firms and their clients have benefited from a valuable platform allowing for instant and global communication. Essential social engagement tools such as trust, loyalty and information dissemination have been transferred from a physical, non-mediated environment to a virtual, technology mediated one. Therefore, it is now vital that public relations practitioners understand the emerging field of cyberpsychology and the important elements that nurture e-Trust, e-Loyalty and Positive Virality. Through qualitative research methods, e-Trust, e-Loyalty and Positive Virality are comprehensively and conceptually defined. Each is also operationally defined in terms of number of users, number of followers and number of tweets, shares or media impressions. A Cyber-Success Model is proposed as a way to explain how these three digital components may work together to achieve a high degree of public engagement. The specific conceptual and operational criteria as well as the Cyber-Success Model are then used to evaluate public engagement with regard to Edelman Digital campaigns executed for clients PayPal and Ebay as examples of how the model is applied. Conclusions and future recommendations for Edelman Digital, the field of public relations and the field of cyberpsychology are discussed.
ContributorsOliverio-Lauderdale, Patricia Eagle (Author) / Matera, Fran (Thesis director) / Bodford, Jessica (Committee member) / Barrett, The Honors College (Contributor) / School of International Letters and Cultures (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / Department of Psychology (Contributor)
Created2014-12
Description
This study examines the nature of emotion work in a nonprofit organization through qualitative inquiry. The mission of the organization is to provide houses of hospitality and ongoing support to help pregnant and parenting women in need reach their goals, and welcomes them into a community filled with love and dignity. Field observations and participant interviews were analyzed alongside organizational documents to determine if participants were experiencing emotional labor and the ways in which they are compensated for this labor. By extending the concepts of emotional labor to jobs and volunteer positions that do not receive significant financial compensation, the findings suggest that emotional labor is not always performed for a wage. Further, volunteers of nonprofit organizations may find compensation through the fulfillment of personal motivations, unrelated to financial gain.
ContributorsJohnson, Allyse Marie (Author) / Adame, Bradley (Thesis director) / Ramella, Kelly (Committee member) / Bisel, Ryan (Committee member) / Barrett, The Honors College (Contributor) / School of Community Resources and Development (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / Hugh Downs School of Human Communication (Contributor)
Created2015-05
Description
Sports teams are an integral part of a city. They attract revenue to the area around the stadium and they also give a city a sense of pride. The aim of this study was to determine what makes a team successful in the area of attendance using four factors (Bernthal & Graham; Jensen; Kim, Trail & Magnusen; Edensor & Millington; Clowes & Tapp; Greenhalgh & Greenwell; Denaux & Yalcin; Paul & Weinbach & Robbins; Levin & McDonald; Lee & Kang; Drayer; L'Etang; McDonald & Rascher; Armstrong; Ross): the history of the team, the location and population of the city where the team plays, the social media following of the team and the promotional giveaways the team uses to attract fans. Using these four factors, a comparison was made among the Arizona teams and the top performing team in attendance in the respective leagues during the 2013 season. The Arizona Diamondbacks are compared with the Los Angeles Dodgers. The Diamondbacks were not as equipped as the Dodgers in any of the categories. There is a more storied history for the Dodgers, the Dodgers play in Los Angeles - a significantly larger city that Phoenix, where the Arizona Diamondbacks play, they use social media more frequently and more effectively, and they offer more promotional giveaways than the Diamondbacks. The Phoenix Suns are compared to the Chicago Bulls. The Suns history competes with the Bulls, but they lack in the other three categories. The Bulls have a better location in Chicago, their stadium is located in the downtown area; they have a massive social media following and their promotional giveaways are more substantial. The Phoenix Coyotes are compared to the Chicago Blackhawks. The Blackhawks exceeded in all of the categories, while the Coyotes were poor performers in each of the four factors. The Blackhawks have a storied history, they share a stadium with the Bulls, they have a great social media following and they give promotional items away 30 of the 41 home games. The overall recommendations for the teams are to win, in order to help build their locations and make it fun to be near the downtown area, to use social media effectively and engage with their audience, and finally to provide more promotional giveaways to attract people to the games.
ContributorsDugan, Abby Leigh (Author) / Wu, Xu (Thesis director) / Matera, Fran (Committee member) / Barrett, The Honors College (Contributor) / Hugh Downs School of Human Communication (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor)
Created2014-05
Description
This paper aims to assess potential similarities and differences in the way that public relations professionals approach ethics in Spain and The United States. The approach taken for this study was first a thematic analysis of industry-accepted codes of ethics. These were the PRSA Code of Ethics from the United States and the ADECEC and Dircom codes of ethics from Spain. Although the codes provide a basis for a basic analysis, it is hard to say how public relations professionals implement ethical practices in their work solely based on codes of ethics. To further study the ethics in practice, interviews with public relations professionals from a 2012 trip to Madrid were transcribed and analyzed for key themes. To assess ethics in practice in the United States, public relations blog posts related to ethics were analyzed for key themes. The history of public relations in Spain is much shorter than in the United States The histories of the and cultural differences may be the cause of some of the differences in ethics.
ContributorsLurie, Hannah Jessica (Author) / Gilpin, Dawn (Thesis director) / Matera, Fran (Committee member) / Barrett, The Honors College (Contributor) / School of International Letters and Cultures (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor)
Created2014-05