Matching Items (12)
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- All Subjects: Public Relations
- Creators: Walter Cronkite School of Journalism and Mass Comm
- Creators: Walter Cronkite School of Journalism & Mass Comm
- Member of: Theses and Dissertations
- Status: Published
Description
Something Like Human explores corporate social responsibility through a triple lens, providing a content analysis using previous literature and history as the standards for evaluation. Section I reviews the history of corporate social responsibility and how it is currently understood and employed today. Section II turns its focus to a specific socially conscious corporation, Lush Cosmetics, examining its practices considering the concepts provided in Section I and performing a close analysis of its promotional materials. Section III consists of a mock marketing campaign designed for Lush in light of their social commitments. By the end of this thesis, the goal for the reader is to ask: Can major corporations be something like human?
ContributorsDalgleish, Alayna Rose (Author) / Gruber, Diane (Thesis director) / Thornton, Leslie-Jean (Committee member) / School of Social and Behavioral Sciences (Contributor, Contributor) / Walter Cronkite School of Journalism and Mass Comm (Contributor) / Barrett, The Honors College (Contributor)
Created2021-05
Description
A guide to implementing empathy in crisis communications
ContributorsLong, Mary Louise (Author) / Schmidtke, Lisa (Thesis director) / Bovio, Sonia (Committee member) / Department of Marketing (Contributor) / Walter Cronkite School of Journalism and Mass Comm (Contributor, Contributor) / Barrett, The Honors College (Contributor)
Created2021-05
Description
On March 12, 2020, The Walt Disney Company announced that its U.S. Disney Parks, Disneyland and Walt Disney World, would close because of COVID-19. This study aims to determine how park annual passholders and frequent guests of the U.S. Disney Parks reacted to COVID-19 related news from The Walt Disney Company and if it impacts their decision to visit the parks. To determine this, five focus groups were conducted with annual passholders and frequent guests of the U.S. Disney Parks. Their social media habits, relationship with The Walt Disney Company, and reactions to COVID-19 related news was discussed. The results showed that while annual passholders and frequent guests may get their information from third party accounts, face confusion on some topics, and have reservations about COVID-19 during park reopenings, they still trust The Walt Disney Company and are eager to enter the parks again.
ContributorsHoldaway, Emily (Author) / Gilpin, Dawn (Thesis director) / Bovio, Sonia (Committee member) / School of Politics and Global Studies (Contributor) / Walter Cronkite School of Journalism & Mass Comm (Contributor, Contributor) / Barrett, The Honors College (Contributor)
Created2020-12
Description
Tiger Woods’ adultery scandal was one of the most widely covered sports stories of the 2000s, in part because of how famous he was as a person and athlete. But the scandal and Tiger’s handling of it provided public relations professionals one of the most relevant crisis communications case studies in the history of sports. This case study is split into three sections; pre-scandal, the scandal itself and then his road to recovery. The case study is accompanied by an essay analyzing Woods’ crisis communications and image restoration strategies.
ContributorsVatti, Rayan (Author) / Hass, Mark (Thesis director) / Hege, Kristen (Committee member) / Walter Cronkite School of Journalism & Mass Comm (Contributor, Contributor) / Dean, W.P. Carey School of Business (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05
Description
The Walt Disney Company has been successful in developing adored brands for nearly a century. Although the company’s business ventures are in a wide variety of industries, Disney Parks and Resorts has become a staple of the company earning 20.3 billion dollars in revenue.
The Walt Disney Company theme parks would be nothing without its integral Disney branding. Utilizing characters and storytelling from both classic and brand new Disney brands, Disney Parks and Resorts creates a quality brand through unique theming and world class service.
This thesis will dive into the different areas of the Disney Parks and Resorts and how the company has managed and tailored their brand in these faucets to create an unforgettably Disney experience through storytelling and impeccable service.
The Walt Disney Company theme parks would be nothing without its integral Disney branding. Utilizing characters and storytelling from both classic and brand new Disney brands, Disney Parks and Resorts creates a quality brand through unique theming and world class service.
This thesis will dive into the different areas of the Disney Parks and Resorts and how the company has managed and tailored their brand in these faucets to create an unforgettably Disney experience through storytelling and impeccable service.
ContributorsHathaway, Catherine Elizabeth (Author) / Hass, Mark (Thesis director) / Paniagua, Krista (Committee member) / School of Community Resources and Development (Contributor) / Walter Cronkite School of Journalism & Mass Comm (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05
Description
There are over 4,000 higher education institutions in the U.S., according to the National Center for Education Statistics. With a variety of options at an applicant’s disposal, the competition for institutions to attract their desired student body can be fierce. Some factors many consider when searching for the perfect college are its reputation and brand. Increasingly, universities have chosen to engage in marketing and branding techniques once reserved for corporations. According to a report by the Santa Clara Consulting Group, “a university is no longer just an institution of higher learning but also a business.” In coordination with this growing trend, institutions have been propelled to undergo some extent of a transformation to achieve their goals. This paper examines three institutions representing different higher education categories that have undergone or are currently undergoing some extent of a reputational shift. Looking at a large public university, an Ivy League institution and a liberal arts college, the research explores the various communications efforts made by each institution and how they compare. In some cases, the communications department is an integral component of the shift, while sometimes it provides mostly auxiliary support. Ultimately, this research hopes to provide insight into the following questions: what actions can an institution’s communications department take to help strengthen its reputation and grow its brand; and how do these strategies compare among various types of institutions?
ContributorsWolfe, Alexandra C (Author) / Hass, Mark (Thesis director) / Smiley, Andrea (Committee member) / Walter Cronkite School of Journalism & Mass Comm (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
This creative project is a trade blog dedicated to Gen Z. Its purpose is to inform communication professionals about best practices when reaching out to this evolving demographic. The articles for this blog were informed by executive interviews with communications professionals who are members of Gen Z themselves or have already had success with this demographic.
ContributorsOrtega, Marisol (Author) / Zufelt, Abby (Thesis director) / Bovio, Sonia (Committee member) / Barrett, The Honors College (Contributor) / Department of English (Contributor) / Walter Cronkite School of Journalism and Mass Comm (Contributor)
Created2023-05
DescriptionMochilero Kitchen is a locally owned restaurant located in Peoria, Arizona. This Barrett honors thesis project researches and analyzes the business' current marketing and public relations strategies and makes strategic recommendations to improve its website and presence in traditional and social media.
ContributorsWilson, Kacey (Author) / Bonilla, Luis (Thesis director) / Schmidtke, Lisa (Committee member) / Barrett, The Honors College (Contributor) / Walter Cronkite School of Journalism and Mass Comm (Contributor)
Created2022-05
Description
The 2016 election brought a pivotal shift in the external communications of businesses with their consumers. The shift was from the established practice of businesses selectively and voluntarily choosing to comment on social issues, to now businesses’ consumers and employees expecting a comment. While political and social subjects were once considered off-limit conversations, some businesses found themselves in the middle of election rhetoric and taking sides on candidates. As a result of this shift, issues such as abortion, discrimination, gun control, and current political policies, which were once closed-door, private conversations, are now being discussed openly by CEOs. I have gathered research from scholarly outlets, business publications, statements from executives and companies, as well as resulting news coverage and commentary. Throughout this thesis, I will explore how the 2016 election brought about a pivotal change in how and when corporations release statements publicly as a response to current events. To understand this change in corporate communications I will provide the history of how corporate communications were viewed and shared with their consumers since the 1930s, and what it has evolved to today.
ContributorsBushman, Meredith (Author) / Hass, Mark (Thesis director) / Bovio, Sonia (Committee member) / Barrett, The Honors College (Contributor) / Walter Cronkite School of Journalism and Mass Comm (Contributor) / School of Public Affairs (Contributor)
Created2023-12
Description
As a Journalism/Public Relations student minoring in Fashion, I have found myself interested in and surrounded by event production. As a member of the ASU student organization, The Chic Daily, I was beginning to see our production value decrease as we hosted our semesterly charity fashion show events. Factors playing a part in that included so many various items such as who was leading the production, how much time we had, venue conflicts, time conflicts, etc. I saw that our main problem was that two months was not enough time for full-time students to plan a quality, large-scale event, thus our student organization’s tradition needed to evolve into hosting a yearly non-profit fashion show instead. I also saw an opportunity for our events to be so much more than just a student-based event. For my Barrett, The Honors College Thesis, I created a public relations campaign to promote a fashion show I produced, and analyze the impact of the media campaign on the attendance and overall perception of the show.
I conducted secondary and primary research regarding our past fashion shows, including relevant interviews with previous producers, event statistics and a social media audit. Moving forward, I began the branding process for our next show, including building a branding guidelines book, organizing and creatively directing promotional photoshoots, and organizing the timeline for a model casting, picking the venue, coordinating with sponsorships, building a budget, building media lists, drafting media advisories and pitches, and more. In producing the fashion show, I created a magazine to put on every guest’s chair, as well as curated the runway choreography, vendor organization, model and designer lineup.
ContributorsHill, Alexia (Author) / Zufelt, Abby (Thesis director) / Ellis, Naomi (Committee member) / Barrett, The Honors College (Contributor) / Walter Cronkite School of Journalism and Mass Comm (Contributor)
Created2024-05