Matching Items (19)
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- All Subjects: Public Relations
- Creators: Walter Cronkite School of Journalism and Mass Communication
- Member of: Theses and Dissertations
Description
The Canyon Suites at The Phoenician is blazing a new trail in the luxury hospitality industry, but is still facing challenges garnering widespread recognition by consumers. Located on the world-renowned Phoenician Resort property in Scottsdale, Ariz,. The Canyon Suites is the first "boutique resort within a resort," of its kind in the nation. It shares restaurants, pools, golf courses and a spa facility with the 583-room Phoenician, while also offering exclusive, higher-end amenities and services of its own. In February 2013, The Canyon Suites became the first Forbes Five Star Hotel in Arizona since 2002, and one of just 76 hotels worldwide. So why aren't its occupancy rates higher? The Canyon Suites is struggling to distinguish itself as a unique world-class resort, while still remaining loyal to its roots at The Phoenician. One key strategy to reach target audiences is through public relations efforts. For purposes of this study, external messaging in the form of press releases were evaluated, as well as a content analysis of print media coverage about the resort. The objective was to determine if the content and frequency of PR tactics corresponds with resort occupancy rates over the course of one year (Summer 2012 through Spring 2013), and to make recommendations on how it can improve future public relations outreach.
ContributorsMcBride, Rachael Noelani (Author) / Matera, Fran (Thesis director) / Silcock, Bill (Committee member) / Artigue, Ray (Committee member) / Barrett, The Honors College (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / School of Sustainability (Contributor)
Created2013-05
Description
Breathe, Don't Speak is an exploratory public relations campaign that applies strategic communication theories by thought leaders in social media and Millennial marketing to the promotion of an independent musical artist brand created by Allie Long. The project utilized methods of digital communication, including a website, social media channels and music hosting to promote the Breathe, Don't Speak brand. The campaign was also supported by the offline communication strategies of strategic partnership and content co-creation.
ContributorsLong, Alexandra Diane (Author) / Sweeter, Janice (Thesis director) / McConnell, Amy (Committee member) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
This study investigates the use and perception of communications efforts among 197 animal-related and human services nonprofit organizations. Several facets of nonprofit communication such as traditional communication usage, social media adoption and usage, and the overall perception of the organizations' communications efforts were examined using a survey and Form 990 analysis. More in-depth analysis was conducted on the participating organizations' Facebook and Twitter accounts as well. After analyzing this data, the study found significant differences in how these two types of nonprofit organizations conduct their communications efforts. Animal-related organizations were much more active and saw higher levels of engagement on Facebook than human services organizations; however, there were no differences in how both types of organizations used Twitter. This study also found that human services organizations are more likely to have full-time or part-time staff members in charge of their communications, while animal-related organizations were more likely to assign this responsibility to a volunteer. These findings contribute valuable insight into how different types of nonprofit organizations are communicating with their stakeholders.
ContributorsColeman, Alexandria Elizabeth (Author) / Wu, Xu (Thesis director) / Taj, Torrie (Committee member) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / School of Historical, Philosophical and Religious Studies (Contributor) / School of Community Resources and Development (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
DescriptionA qualitative analysis that compares the social media usage, perceptions and measurement tools of public relations practitioners across a variety of industries.
ContributorsO'Hara, Leila Terese (Author) / Gilpin, Dawn (Thesis director) / Candello, Elizabeth (Committee member) / Eichler, David (Committee member) / Barrett, The Honors College (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor)
Created2014-05
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 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
Description
Organizations use news releases to promote coverage of its operations and enhance the image and issues pertinent to the organization. In most cases, the primary focus of press releases and news media coverage differs. This thesis analyzes the resonance between coverage by news organizations and the materials released by the organization. Analysis of coverage by the news media and the NBA illustrates the resonance and connections in coverage by all three organizations. It also shows how information regarding the NBA lockout released by the NBA and news outlets can be differentiated into unique issue arenas. These issue arenas can have influence on each other, while also allowing organizations to provide their own unique perspectives.
ContributorsEckert, Marshall (Author) / Gilpin, Dawn (Thesis director) / Matera, Fran (Committee member) / Barrett, The Honors College (Contributor) / College of Liberal Arts and Sciences (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor)
Created2012-12
Description
Entertainment journalism is a field that is easily misunderstood. Too many times its credibility is overlooked in favor of its hard news and sports counterparts. But the celebrity and gossip reporting industry has been a fixture in American journalism since the early 20th century. Readership and demand has steadily increased in the past 50 years for it to become a booming industry of magazines, news shows, websites and blogs all devoted to covering a unique aspect of the entertainment industry. From news about Angelina Jolie’s pregnancy to the status of production on the Batman reboot, the content covered is as diverse as it is compelling. However, there are many who believe that this genre of journalism consists of untruthful, frivolous fluff crafted by conning liars disguised as writers. The purpose of this thesis is to examine the field of entertainment and celebrity journalism and describe how it should be treated as a serious and respected genre of journalism due to its rigorous standards and the significant impact it has on the industry it covers—Hollywood.
ContributorsKuni, Ellen Marie (Author) / Brown, Aaron (Thesis director) / Gilpin, Dawn (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
Description
This researcher set out to determine whether small businesses can achieve considerable business success by utilizing social media as a public relations tool to create a brand image. There is a substantial breadth of research regarding the social media successes of large companies, but the same is not true for small businesses. This researcher aims to add to the existing pool of literature dealing with small businesses and creating social media success. First, relevant literature was examined to determine the state of the small business landscape online and to identify best practices for social media. Then the researcher analyzed three published case studies that detailed social media campaigns from three different small businesses. The researcher used the information obtained in the literature review and case study analysis to create a comprehensive social media strategy for Crosswim, a small business based in Tempe, Arizona. The culmination of this research showed that small businesses can indeed create success and brand equity by implementing a strategic social media plan. It was uncovered that social media gives small business owners the tools to create a strategy that works best for them in terms of their business and in terms of the time the owners can devote to monitoring social media.
ContributorsHolmes, Taylor Elizabeth (Author) / Wu, Xu (Thesis director) / Thornton, Leslie (Committee member) / Department of Marketing (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
The backlash surrounding sexual violence in the media (social and traditional) demonstrates support for the fight against sexual violence, and, according to statistics, ASU is home to large populations of some of the most high-risk groups. As a place of higher education, ASU recognizes that a proactive approach to sexual misconduct, educating at-risk publics, is as necessary as spreading awareness of the problem. It also acknowledges the healing power of the arts. Acts of sexual violence target the human body and performance arts, like dance, focus on control over body movements. Additionally, art in general is proven to improve one's physical, mental and emotional well-being. Even though the stigma of being a victim of sexual assault has been lessened by people sharing their stories through social and traditional media, sexual assault is traumatizing for the victim. This can lead victims to be hesitant to report or talk about their past trauma, and creates a barrier to discussion of sexual violence on campus. Thus, the goal of CounterAct is to raise awareness of the prevalence of sexual misconduct on campus and throughout American culture. Recognizing the factors that contribute to sexual assault in addition to healing through creative action can change rape culture to respect culture on campus and in the surrounding community.
ContributorsSanderson, Alena Brook (Author) / Gilpin, Dawn (Thesis director) / Miller, Nina (Committee member) / Templeton, Eleanor (Committee member) / School of International Letters and Cultures (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05