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- Member of: Barrett, The Honors College Thesis/Creative Project Collection
- Member of: Theses and Dissertations
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
Academic integrity policies coded specifically for journalism schools or departments are devised for the purpose of fostering a realistic, informative learning environment. Plagiarism and fabrication are two of the most egregious errors of judgment a journalist can commit, and journalism schools and departments address these errors through their academic integrity policies. Some schools take a zero-tolerance approach, often expelling the student after the first or second violation, while other schools take a tolerant approach, in which a student is permitted at least three violations before suspension is considered. In a time where plagiarizing and fabricating stories has never been easier to commit and never easier to catch, students must be prepared to understand plagiarism and fabrication with multimedia elements, such as video, audio, and photos. In this project, journalism academic integrity codes were gathered from across the U.S. and designated to a zero-tolerance, semi-tolerant or tolerant category the researcher designed in order to determine what is preparing students most for the real journalism world, and to suggest how some policies could improve themselves.
ContributorsRoney, Claire Marie (Author) / McGuire, Tim (Thesis director) / Russomanno, Joseph (Committee member) / W. P. Carey School of Business (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / Barrett, The Honors College (Contributor)
Created2016-12
Description
The Voices Among Us is a three-episode podcast series exploring podcasting as a way to tell the stories of elderly individuals in assisted living facilities in Phoenix. The project chronicles my journey trying to create this podcast series, addressing the technical challenges of learning how to podcast and the personal challenges I encountered in trying to find a way to connect the elder's stories to millennials. The podcast episodes, hosted at www.thevoicesamongus.weebly.com, include interviews with 3 men at Bethany Gardens Assisted Living and Oakmont Luxury Assisted Living in Phoenix, a caregiver at Bethany Gardens, the CEO of a Phoenix-based podcasting app, and the hosts of the Absolute Geek Podcast, a Phoenix-based production. The project was inspired by my grandmother, who I talk to weekly on the phone. I realized that I've gained so much insight, perspective and wisdom from these phone calls with my grandmother and I wanted to create a way for other millennials to have a similar experience. The millennial generation comprises the majority of podcast listeners, making podcasting my medium of choice to share these stories and advice of the elderly. The Voices Among Us highlights the beauty and benefit that comes when people make a conscious choice to engage with our society's elders. It is a project that combines the valuable information provided by all of the interviewees with my own personal insights and reflections as a journalist and a millennial, proving that there are voices and stories all around us that are incredibly valuable to our entire society.
ContributorsWilson, Saundra Elizabeth (Author) / Thornton, Leslie-Jean (Thesis director) / Stewart, Pamela (Committee member) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / W. P. Carey School of Business (Contributor) / Barrett, The Honors College (Contributor)
Created2017-05