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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

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
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The amount of connection one has, whether it is digitally or in-person can have an overall affect on a person's business, their being, and their interaction- these interactions are considered social capital. The main premise of social capital is that social networks have value. This means that the collective value

The amount of connection one has, whether it is digitally or in-person can have an overall affect on a person's business, their being, and their interaction- these interactions are considered social capital. The main premise of social capital is that social networks have value. This means that the collective value of which people know will affect their inclination to do things for each other. In this case, social capital is not about the warm feeling one gets when someone does something for them, it refers to the information flow and mutual aid that bonds people who are interested in the same things. With technology at an all time high, these connections are made infinitely possible through social media. This project uses Cuisine of Arizona, a regional restaurant guide, to exemplify how strategies of social capital can be used via social media in order to build trustworthy and valuable connections and build a larger audience for the brand. Research on the benefits of Facebook, Instagram, and Twitter for social media marketing was conducted and was then adapted to benefit the Cuisine of Arizona restaurant guide. A social media calendar was implemented for organizational purposes and the social media sites were updated to keep their look current. Research on how business websites keep their audience was conducted as well. The current Cuisine of Arizona website was outdated, but still useful. A mock-up website was created on Wix.com to give the website a new look and bring in new interactive features, like the online flipbook version of the restaurant guide and a dynamic homepage, but still gave the audience the same useful information as the old site. The mock-up website was also mobile optimized for use on smartphones and tablets. The three social media methods were chosen because of their capabilities to interact with one another. For example, Instagram posts can be shared on both Facebook and Twitter, resulting in more unique viewers for each site. If the website's content is shared on any of these sites, it will build a larger audience for the Cuisine of Arizona website as well. If used carefully, the proposed social media plan will draw a larger audience to the entire Cuisine of Arizona brand and in turn, build trust and credibility among its audience.
ContributorsGuillen, Alejandra (Author) / Gilpin, Dawn (Thesis director) / Bovio, Sonia (Committee member) / Barrett, The Honors College (Contributor) / Department of English (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor)
Created2015-05
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Description
In the 2016 Presidential Election, Republican candidate, Donald Trump, used a communication strategy in which he labeled his opponents and naysayers with negative nicknames. Throughout his campaign he labeled opponents as "Crazy Bernie," "Crooked Hillary," "Little Marco," "Lyin' Ted," "Low Energy Jeb" and "Goofy Elizabeth Warren." Donald Trump repeated these

In the 2016 Presidential Election, Republican candidate, Donald Trump, used a communication strategy in which he labeled his opponents and naysayers with negative nicknames. Throughout his campaign he labeled opponents as "Crazy Bernie," "Crooked Hillary," "Little Marco," "Lyin' Ted," "Low Energy Jeb" and "Goofy Elizabeth Warren." Donald Trump repeated these nicknames at rallies and over his social media platforms. Donald Trump was elected President in November 2016 and took office the following January. Did these nicknames that Donald Trump used resonate with voters? And if so, who did they resonate with the most? In order to research these questions, the U.S. eligible voting population was given the opportunity to complete a survey asking them a series of questions about choosing the word that best describes these politicians that Trump has labeled. They were also asked questions regarding what political party they are registered to and who they voted for in the 2016 Presidential Election. Results indicated that Trump voting respondents and registered Republican respondents felt the words Donald Trump used to label his opponents described those politicians best, in comparison to other groups and demographics. These findings demonstrate that the nicknames Donald Trump used during his campaign did resonate with certain groups of voters.
ContributorsBrewer, Jennifer Marie (Author) / Renzulli, Virgil (Thesis director) / Bovio, Sonia (Committee member) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05