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Dissertations / Theses on the topic 'Online public relations'
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Růžičková, Markéta Bc. "Online public relations." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-3089.
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Cílem práce je podat co nejširší přehled o problematice online public relations a jeho praktickém využití. Autorka ve své práci představuje online PR jako efektivní a účinnou formu komunikace a řízení vztahů s veřejností a poukazuje na přednosti a výhody PR prostřednictvím internetu. Analyzuje současnou situaci online PR u neziskových organizací působících na českém internetu a poukazuje na možnosti zlepšení jejich komunikačních strategií. Konkrétním výstupem z teoretických poznatků, vlastního výzkumu a zkušeností z praxe v oboru PR, je návrh strategie online public relations pro neziskovou organizaci.
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Rushwaya, Mauru. "Online crisis management /." Full text available online, 2004. http://www.lib.rowan.edu/find/theses.
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Hoeft, Marc. "Corporate communication and online-PR : current application and best practices." Thesis, Stellenbosch : Stellenbosch University, 2005. http://hdl.handle.net/10019.1/50304.
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Thesis (MBA)--Stellenbosch University, 2005.The following work gives an overview about the current situation of online-PR and develops a best-practice guide for corporate communication on the internet. The scope of online-PR as covered in this research project encompasses PR tools shaped through the technology of the internet - from communication applications to applications for the distribution and sharing of information - which are used in the communication between an organization and its stakeholders. After giving an introduction into the objectives and methods of PR, the differences between traditional and online-PR are described. This first chapter is followed by an introduction into the online communication ecosphere where the different kinds of communication and information distribution platforms on the internet are described. The third chapter analyses devices, software applications and standards relevant to online-PR. Following this summary a best-practice guide is developed to help PR practitioners in optimizing online-PR efforts using the described tools (e.g. email newsletter, weblogs). The empirical part of the work consists of a survey in which PR practitioners were asked to disclose their current knowledge and application of online-PR and to give their opinion about future trends in online-PR. The results of the observations were analysed and a comparison was drawn between the best-practices and their practical application. This work closes with a summary of the results, a conclusion and a view into the future. There were two main findings identified in the theoretical analysis as well as through the empirical observations: First the PR environment is becoming increasingly complex and faster through the emergence of internet technology and the only way for PR practitioners to keep up with this development lies in the utilization of sophisticated and internet-based means of communication. The second finding was that internet innovations are reshaping the traditional media environment and the way news is created and thereby making online-PR essential in reaching and influencing company's stakeholders effectively and efficiently.
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Savery, Carol A. "INNOVATORS OR LAGGARDS: SURVEYING DIFFUSION OF INNOVATIONS BY PUBLIC RELATIONS PRACTITIONERS." Akron, OH : University of Akron, 2005. http://rave.ohiolink.edu/etd/view.cgi?acc%5Fnum=akron1123879994.
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Boone, Kristy L. "A content analysis of the game and excellence theory elements in public relations articles in Entrepreneur's online magazine." Virtual Press, 2008. http://liblink.bsu.edu/uhtbin/catkey/1390650.
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This study is an in-depth investigation of game and excellence theory's linkage within the discipline of public relations during the period of market entry.The literature review defines and analyzes both game and excellence theory and the value of each within public relations. The literature also examines the impact of new businesses within U.S. economy and the importance of strategic decision making during the period of market entry. Decisions made during this time period, of which public relations professionals are often involved, can forecast the success or failure of a new business. The researcher argued that excellence theory's domination over the mindshare of public relations professionals has overshadowed other theories (such as game theory) which can be of value during the time of market entry.In order to quantify any educated opinions held by the researcher, a content analysis was conducted. The researcher identified specific game and excellence theory keywords to be examined and coded. The keywords were derived from a random sample of 384 public relations-based articles from 1997 to 2007 in Entrepreneur's online magazine, the leading magazine for entrepreneurs for over thirty years. The years of 1997 through 2007 were chosen due to a growth in new business births that have occurred over this time frame.The results of the content analysis showed that there were significantly more game theory keywords than excellence theory keywords referenced in Entrepreneur's online magazine in the aforementioned articles and timeframe. From this evidence, the researcher deducted that while excellence theory is still the paradigm for public relations professionals, game theory is being fused within public relations in some areas of the industry, specifically within new market entry strategy.Department of Journalism
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Mendes, Eva Raquel dos Reis. "As relações públicas face ao desafio da internet como novo meio de comunicação: análise nos clubes de futebol da Liga Sagres em Portugal." Master's thesis, [s.n.], 2009. http://hdl.handle.net/10284/1404.
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Dissertação apresentada à Universidade Fernando Pessoa como parte dos requisitos para obtenção do grau de Mestre em Ciências da Comunicação, especialização em Relações Públicas.Este trabalho faz parte de um estudo sobre as Relações Públicas (RP) na Internet num público específico: o do Futebol. Aborda o desafio que a Internet representa ou pode representar como meio de comunicação revolucionário e protagonista do novo mundo numa vasta rede e analisa o desafio que a mesma representa para as RP/Assessores de Imprensa, face aos órgãos de comunicação sociais tradicionais. Além de uma revisão bibliográfica às RP, à Internet e ao marketing desportivo, esta investigação tem como propósito identificar e constatar o impacto e as oportunidades originadas pela utilização da Internet na área das RP no futebol, neste caso, nos clubes que integram a primeira divisão da Liga Portuguesa de Futebol Profissional (LPFP) – a Sagres Liga 2008/2009. Queremos com isto dizer que se pretende averiguar até que ponto este novo meio de comunicação é trabalhado pelos clubes desportivos. O outro objectivo prende-se ao facto de querer analisar a situação dos profissionais no exercício das actividades de RP na condução de um meio de comunicação específico (Internet) para a consecução dos objectivos propostos, verificando, então, até que ponto a Internet é eficaz para o trabalho dos mesmos. Para realizar esta pesquisa científica, chegou-se à conclusão que era necessário desenvolver um estudo descritivo numa abordagem quantitativa, com entrevistas em forma de questionários às pessoas responsáveis pelo sector das RP das respectivas organizações, como método mais eficaz para nos apercebermos se nesta área a comunicação digital é uma ferramenta de relacionamento importante entre as organizações desportivas e os seus públicos. This investigation work is a part of a study on Public Relations (PR) in the Internet in a specific target field: Football. It approaches the challenge the Internet represents or may represent as a revolutionary media and its leading role in the vast network of the new world and analyses the challenge it represents to Public Relations/Press Assessors, as opposed to the traditional social media. In addition to reviewing selected bibliography on Public Relations, Internet and Sports marketing, this study aims to identify and demonstrate the impact and opportunities generated by the use of Internet in the Public Relations area, specifically in the clubs participating in the LPFP Portuguese major league – Liga Sagres 2008/2009. This means that we intent to analyse to what extent is this new media approached and handled by football clubs. The other purpose is to analyse the PR professionals’ proficiency in the performance of their PR activities while conducting a specific media (the Internet) for the accomplishment of their goals, thus verifying to what extent is Internet in fact efficient for their work. For this scientific research, we concluded that is necessary to develop a descriptive survey with a quantitative approach, whose method is the most effective for the understanding if and how digital communication constitutes an important relationship tool between sports organizations and their publics. We have used the questionnaire methodology in order to interview the RP managers of the several organizations. Ce travail fait partie d’une étude sur les Relations Publiques à l’Internet d’un public spécifique : celui du football. Ce travail aborde le défi que l’Internet représente ou peut représenter comme un moyen de communication révolutionnaire et protagoniste du nouveau monde dans un vaste réseau et analyse le défi qu’elle représente pour les RP/ Assesseurs de Presse par rapport aux media traditionnels. En plus d’une révision bibliographique aux RP, à l’Internet, au marketing sportif, cette recherche a comme but identifier et constater l’impact et les opportunités déclenchées par l’utilisation de l’Internet dans le domaine des RP du football dans ce cas, chez les clubs qui intègrent la première division de la Ligue Sagres 2008/2009. On veut dire avec ça qu’on prétend s’assurer jusqu’ à quel point ce nouveau moyen de communication est utilisé par les clubs sportifs. L’autre but c’est qu’on veut analyser la situation des professionnels dans l’exercice des activités de RP, en utilisant un moyen de communication (Internet) pour la consécution des objectifs proposés et vérifier jusqu’à quel point elle est efficace pour leur travail. Pour faire cette recherche scientifique on a conclu qu’il faudrait développer une étude descriptif avec une approche quantitative avec des interviewes sous la forme de questionnaires aux personnes responsables par le secteur des RP des organisations, comme la méthode la plus efficace pour savoir si, dans ce domaine, la communication digitale est un outil de rapports entre les organisations sportives et leurs publics.
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Merle, Carol Van Diemel. "Innovative networking : the synergy between the public relations industry and multimedia newspaper." Thesis, Cape Peninsula University of Technology, 2011. http://hdl.handle.net/20.500.11838/2307.
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Thesis (MTech (Public Relations Management))--Cape Peninsula University of Technology, 2011.The purpose of this mini thesis is to investigate the research question, "What is the importance and effectiveness of public relations practice in obtaining coverage in a multimedia newspaper?" It is obvious that the introduction of the multimedia newspaper has affected the role of the public relations practitioner and the role of the journalists. But has it changed the manner in which public relations practitioners practice public relations (that is the influence of the multimedia newspaper on the public relations industry) and its value in the eyes of the multimedia journalist. The study will measure the multimedia editorial staff's opinion and perceptions of the multimedia newspapers content and public relations practice's impact on that content. The research is interested in whether the introduction of the multimedia newspaper has affected the role of the public relations practitioner and the journalists and whether it has changed the manner in which public relations practitioners practice public relations (that is the influence of the multimedia newspaper on the public relations industry). The research reviews the perceived value of public relations to journalists operating within the multimedia newspaper context.
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Lake, Suzette. "A Consultant’s Analysis of Bond Public Relations and Brand Strategy." ScholarWorks@UNO, 2014. http://scholarworks.uno.edu/aa_rpts/162.
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In order to demonstrate the knowledge and skills acquired during her tenure in the Arts Administration graduate program, the consultant works four hundred and eighty hours as a Social Media and PR intern at Bond Public Relations and Brand Strategy in New Orleans, Louisiana. The following body of work is a consultant’s report written from the perspective of a professional Arts Administrator, and includes the following items: host company profile; description of internship activities; consultant’s contributions and gains; summation of company and industry best practices; host company’s strengths, weaknesses, opportunities, and threats – both internal and external; and the consultant’s recommendations for improvement.
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Berdine, Alexis A. "Click for the Campus Store: Development of an Online Public Relations Campaign for the AU Campus Store." Ashland University Honors Theses / OhioLINK, 2015. http://rave.ohiolink.edu/etdc/view?acc_num=auhonors1431338897.
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Camille, Elizabeth Kate. "Online Fund Raising: Relationship Building in the Era of Technology." Oxford, Ohio : Miami University, 2009. http://rave.ohiolink.edu/etdc/view?acc%5Fnum=miami1249912826.
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Jeong, Seongjung. "Relationships of cultural orientations to online public relations message preferences among United States and South Korean college students." CSUSB ScholarWorks, 2003. https://scholarworks.lib.csusb.edu/etd-project/2472.
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Azevedo, Cátia. "A consultoria de relações públicas em Portugal:cenários e tendências." Master's thesis, Instituto Superior de Ciências Sociais e Políticas, 2013. http://hdl.handle.net/10400.5/5882.
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Dissertação de Mestrado Em Comunicação Social na Vertente Comunicação EstratégicaO tema da dissertação de mestrado é “A consultoria de Relações Públicas em Portugal: cenários e tendências.” Pretende-se fazer um retrato da função de Relações Públicas em Portugal, evidenciando as suas tendências, tendo em conta a sociedade em rede e a fase de globalização imperante. É analisada a natureza da profissão, bem como a função do próprio profissional e a importância da comunicação no estabelecimento de relações entre a organização e os diferentes públicos (internos e externos). A pergunta de partida que consideramos mais adequada para esta investigação é “Quais as principais tendências de Relações Públicas em Portugal?” Esta investigação tem como objectivos: compreender a crescente importância da profissão nas sociedades democráticas contemporâneas; demonstrar os principais valores, formação e competências necessárias à profissão de Relações Públicas; evidenciar a importância do associativismo no sector e identificar as principais tendências em termos de serviços prestados. A técnica metodológica seleccionada para alcançar estes fins são a pesquisa bibliográfica onde incluímos a análise de estudos internacionais do sector e a entrevista semi-estruturada a profissionais que exerçam a sua função na área. Para o efeito, analisamos o ranking do jornal especializado em comunicação (Briefing), que analisa as principais consultoras de comunicação no mercado português e no mercado de exportação.
The theme of the dissertation is "The Public Relations Consultancy in Portugal: scenarios and trends". It is intended to do a portrait of the public relations function in Portugal, highlighting its trends, taking into account the network society and the prevailing globalization. It is analyzed the nature of the profession, as well as the professional's own role and importance of communication in establishing relations between the organization and the different audiences (internal and external). The question of departure which we consider most suitable for this research is "what are the main trends of public relations in Portugal?" This research aims to: understand the growing importance of the profession in contemporary democratic societies; demonstrate the core values, training and competencies necessary for the profession of public relations; highlight the importance of associations in the sector and to identify the main trends in terms of services provided. The selected technique methodology to achieve these ends is the bibliographical research where we include international studies analysis and the semi-structured interview to professionals who exercise their function in the area. To this end, we analyze the ranking of specialized in communication newspaper (Briefing), analyzing the main communication consultancies in the Portuguese market and on the export market.
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Bi, Chang. "The Framing of Online Commenting: Commenting Effects on Audiences’ Perceptions of A Public Health Issue in the Context of Social Media." Kent State University / OhioLINK, 2015. http://rave.ohiolink.edu/etdc/view?acc_num=kent1437758835.
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Williams, Sean David. "Beyond Klout: A Qualitative Exploration of Influence, Online or Offline." Kent State University / OhioLINK, 2015. http://rave.ohiolink.edu/etdc/view?acc_num=kent1428922753.
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Stansberry, Kathleen, and Kathleen Stansberry. "One-Step, Two-Step, or Multi-Step Flow: The Role of Influencers in Information Processing and Dissemination in Online, Interest-Based Publics." Thesis, University of Oregon, 2012. http://hdl.handle.net/1794/12416.
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This research examines information flow in online, interest-based networks to determine if existing models of information dissemination are adequate to describe the communication processes that occur in online publics. This study finds that a small number of primary influencers from within online communities are central to information collection, collation, and distribution in online, interest-based networks. This finding is inconsistent with one-step, two-step, and multi-step flow models, which privilege mass media as the central source of information. To more accurately depict online information flow in interest-based networks, this study introduces the radial model of information flow. Furthermore, the results of this study show that communication processes in online publics are best explained using a combination of the transmissive paradigm of communication, on which information flow models are based, and a ritual view of communication.
This research also contributes to the ongoing development of the situational theory of publics by identifying organized publics as a key subgroup of active publics. Organized publics are networks of individuals within active publics who frequently and consistently communicate on a shared interest or concern. Organized publics form active online communication networks and prepare for advocacy related to a shared interest, making them of particular interest to public relations professionals.
Using a case study approach, this dissertation uses online network analysis and qualitative cluster analysis to study the role of community influencers in information flow and cultural development within the online young adult cancer community. Instead of focusing exclusively on social media as channel for message dissemination, the results of this study indicate that successful relationship building can best by achieved by public relations practitioners who work to develop authentic presences in online communities. This research shows that embracing a participatory model of public relations that actively engages primary influencers in the planning and campaign implementation processes can promote authentic online presences.
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Vlachová, Libuše. "PR komunikace Telco divize společnosti Samsung." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-74532.
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Diploma thesis is concerning the PR communication of Samsung's Telephone division in the Czech Republic. The target of the diploma thesis is to identify key PR tools used in practice by Telephone division of Samsung, analysis and evaluation of those tools together with recommendation of future development for further improvement of the communication quality. The theoretical part includes: introduction into PR, description of strategic PR process, characteristics of PR tools and list of PR advantages and disadvantages. The introduction of Samsung Electronics and its representant on the Czech market - Samsung Electronics Czech and Slovak, s.r.o. is part of the practical section of the diploma thesis. There is also paid attention to characteristics of the Czech market with mobile phones, analysis of PR tools used by Telephone division and on the basis of obtained knowledge are suggested opportunities how to improve quality of PR communication.
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Sparkes-Vian, Cassian. "The evolution of propaganda : investigating online electioneering in the UK General Election of 2010." Thesis, De Montfort University, 2014. http://hdl.handle.net/2086/10752.
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This research project is an analysis of the use of digital propaganda by the three major parties in the UK 2010 General Election. In addition to this empirical aim, the study also employs the discipline of memetics to generate a theoretical and methodological approach with which to study digital propaganda. Memetics is an evolutionary theory of culture based around the concept of the ‘meme’ or cultural replicator. This study contends that propaganda can be understood as an evolutionary phenomenon, with the ethical implications of its use specifically addressed in each instance, rather than assumed as part of its definition. The memetic ‘methodological toolkit’ which is used to analyse the data on the 2010 election is a means by which key concepts from within the literature on memetics can be practically deployed. As part of the study this ‘toolkit’ is presented and the testing of it is continually evaluated in order to improve upon the initial design, something which also has implications for the use of memetic concepts within thematic textual analysis. The election itself was not an ‘Internet election’ in the way that the 2008 Presidential Election in the USA might be characterised. Such an election can be identified by a convergence of factors from within the party campaign structures and the wider political environment on a specific subject or individual – commonly a candidate for office – resulting in a high degree of spontaneous online participation and organisation amongst citizen supporters. This study argues that the UK 2010 election did not produce such a convergence due to low levels of voter enthusiasm, uneven social and financial resources and an inability by the major parties to capitalise on the potential opportunities for digital campaigning which arose.
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Sledzik, Christopher Steele. "PR and Online Branding Corporate Perceptions in a Digital Space: Branding Goodyear Engineered Products in the Automotive Aftermarket Online." Kent State University / OhioLINK, 2012. http://rave.ohiolink.edu/etdc/view?acc_num=kent1334608828.
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Rodrigues, Fátima Rubina Pita. "Salas de imprensa online: o seu papel na relação das empresas do PSI 20 com os órgãos de comunicação social." Master's thesis, Instituto Superior de Ciências Sociais e Políticas, 2018. http://hdl.handle.net/10400.5/17042.
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Dissertação de Mestrado em Comunicação Social, na
vertente de Comunicação EstratégicaCom o advento da Internet, surgiram novas oportunidades para as organizações intensificarem a sua influência na definição da agenda mediática. Os jornalistas, face às restrições económicas a que estão sujeitos, são sucessivamente mais dependentes dos materiais divulgados pelos profissionais de relações públicas e utilizam as pesquisas na Internet para recolher informação de forma rápida e sem grandes custos inerentes. Perante este contexto, esta dissertação explora o papel que as salas de imprensa online, espaço no website dedicado aos jornalistas, assumem na relação das empresas que integram o Índice PSI 20 com os órgãos de comunicação social. Através da análise dos websites das empresas em estudo e de inquéritos por questionário aplicados a jornalistas e diretores de comunicação, esta investigação demonstrou que as organizações reconhecem a importância de ter uma secção no seu website para o relacionamento com os órgãos de comunicação social e fornecer subsídios à informação: apenas três empresas não possuem uma sala de imprensa online. O estudo mostra que tanto os profissionais de relações públicas como os jornalistas continuam a privilegiar os canais tradicionais para divulgar e receber informação. As salas de imprensa online têm, por sua vez, uma importante função de arquivo. Os resultados obtidos mostram que, embora tenham um amplo potencial, estes espaços nos websites estão longe de dar uma resposta totalmente eficaz às necessidades dos jornalistas.
With the advent of the Internet, new opportunities have emerged for organizations to intensify their influence in defining the media agenda. Journalists, given the economic constraints to which they are subjected, are successively more dependent on the materials released by public relations professionals and use the surveys on the Internet to collect information quickly and without great inherent costs. In this context, this study explores the role that online newsrooms, space on the website dedicated to journalists, assume in the relationship of companies that integrate the PSI 20 Index with the media. Through the analysis of the companies' websites and questionnaire surveys applied to journalists and communication directors, this research showed that organizations recognize the importance of having a section on their website for their relationship with the media and providing subsidies to information: only three companies do not have an online newsroom. The study shows that both public relations professionals and journalists continue to privilege traditional channels for disseminating and receiving information. Online newsrooms, in turn, have an important archive function. The results also show that, although they have a great potential, these spaces in the websites are far from giving a total effective answer to the needs of the journalists.
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Eliasson, Emmy. "När ryktet avgör : En kvalitativ fallstudie om online reputation management i svenska destinationsbolag." Thesis, Linnéuniversitetet, Institutionen för medier och journalistik (MJ), 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-86259.
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This essay examines corporate reputation and reputation management online, where destinations were selected as an example of a reputation-dependent industry with special terms. The aim of this study is to examine how Swedish destinations strategically manage their reputation online. Furthermore, the thesis sees into six destinations in Sweden using a theoretical approach on how companies work with their reputation to prevent and nurture their reputation online from a public relations perspective. The result showed that the destinations work actively online to maintain their reputation. Their primary critical stakeholders are politicians and their visit nutrition, their secondary stakeholders are in the long term their own residents. The result also showed that the digitalization has led to both challenges and opportunities. There is thus, an internal challenge in finding resources and an external challenge to compete globally. The destinations determinedly work to measure and monitor their reputation online, but see management as complex today. This study concludes that some areas of online reputation management are found to be applicable for companies in general, but mainly Swedish destinations. In conclusion the study presents a model on how companies proactively can manage their reputation from a public relations point of view.
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Lichtensteiger, Vanja. "PR versus Journalismus: eine Hassliebe? : die Rolle der universitären PR-Zeitschriften im Rahmen der integrierten Hochschulkommunikation ; mit einer empirischen Studie über das Nutzungsverhalten von ETH Life, der täglichen Online-Zeitschrift der ETH Zürich /." Aachen : Shaker, 2005. http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&doc_number=014787506&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA.
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Soyak, Selin A. "Ephilanthropy the impact of the internet & online communities in achieving social change /." View electronic thesis, 2008. http://dl.uncw.edu/etd/2008-3/soyaks/selinsoyak.pdf.
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Geier, Ruth, Sissy Friedrich, and Romy Wuttke. "PRspektive Online - Public Relations im Netz: Tagungsband zu den 6. Studentischen Medientagen Chemnitz: Mit zusätzlichen Beiträgen der 5. Studentischen Medientage zum Thema „Ich surfe, also bin ich!“." Technische Universität Chemnitz, 2011. https://monarch.qucosa.de/id/qucosa%3A19464.
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Das Internet ist das Medium des 21. Jahrhunderts. Doch wie nehmen Medienrezepienten diese auf? Sind Bilder kulturell geprägt und welchen Konventionen unterliegen sie? Mit diesen Fragen beschäftigten sich die 6. Studentischen Medientage Chemnitz 2010.
Von besonderer Bedeutung in der Medienentwicklung ist die Herausbildung von mobiler Kommunikation, Computergaming und dem Web 2.0 – Formen, die die bisherigen Grenzen von Medienbildern durchbrechen und neue Darstellungsmöglichkeiten mit sich bringen. Die Relevanz einer guten Visualisierung wird hierbei besonders im Game Design und Webseitenlayout deutlich. Dass die wachsende Macht der heutzutage stark realitätsnahen Visualisierungen in den Medien nicht unterschätzt wird, zeigt sich in den Diskussionen über die Duldung von gewalttätigen Video- und Computerspielen oder an der moralbezogenen Kritik an Sex-sells-Konzepten in der Fernsehwelt und Werbebranche.
Weiterhin lässt sich, anlehnend an heutige Betrachtungsweisen, feststellen, dass Online- sowie Offlinemedien nicht mehr nur die Meinungsbildung bestimmen und kontrollieren, sondern auch die Rolle des Zeitzeugen einnehmen und einen markanten Beitrag zum kollektiven Gedächtnis leisten. Schließlich steht fest: Das menschliche Gedächtnis vergisst – die medialen Darstellungen erinnern.
Vollständigkeitshalber haben wir in diesem Tagungsband fünf weitere Vorträge der 5. Studentischen Medientage 2009 aufgeführt, welche sich mit dem Thema „Ich surfe, also bin ich!“ befassten.
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Ayad, Salma M. "The Effect of Political Advertising on Perceived Bias and Credibility of Online News Stories." Digital Commons @ East Tennessee State University, 2013. https://dc.etsu.edu/etd/1141.
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This study was an investigation of the effect of political advertising on readers’ perceived bias and credibility of an online news article based on participants’ political leanings. Media priming and the hostile media effect were the theoretical underpinnings. Participants were asked to read an unbiased news article placed alongside 3 advertisements. Participants were put into 1 of 3 conditions — right-leaning advertisements, left-leaning advertisements, or neutral advertisements. They then answered questions about the perceived bias and credibility of the article and their own political affiliation. The researchers hypothesized that left-leaning individuals would perceive the article with right-leaning advertisements as biased and less credible and the opposite would be true of right-leaning individuals. Results were not consistent with hypotheses but trended in the expected directions.
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To, Bich Ngoc. "Specifika komerčních komunikací ve Vietnamu." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-125141.
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This diploma thesis deals with the commercial communications market in Vietnam and describes its specifics. The guideline to comparison is the Czech market of commercial communications. The first chapter deals with the theoretical basis. Six forms of commercial communications (Advertising, Direct Marketing, Sales Promotion, Public Relations, Sponsoring and Online Communication) are included in a wider framework of marketing communications. The second chapter introduces Vietnam to the reader; the emphasis is laid on the economic situation of the country, history and culture. The third chapter provides information for understanding Vietnamese consumers in terms of cultural dimensions and consumer trends. The example of consumer segmentation based on age is also mentioned there. The fourth chapter characterizes the commercial communications market in Vietnam. The advertising chain and its functioning is described. Attention is paid to the legal regulation of the commercial communications market. The specifics at the local market are defined for each form. Valuable information for this part is provided by experts in commercial communications in Vietnam. The last chapter utilizes knowledge of the issue on the example of analyzing television campaign of an international brand in Vietnam.
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Lin, Xialing. "Social Media And Credibility Indicator: The Effects Of Bandwagon And Identity Cues Within Online Health And Risk Contexts." UKnowledge, 2016. http://uknowledge.uky.edu/comm_etds/46.
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Three studies were conducted to investigate how social media affordances influence individuals’ source credibility perceptions in risk situations. The MAIN model (Sundar, 2008), warranting theory (Walther & Parks, 2002), and signaling theory (Donath, 1999) served as the theoretical framework to examine the effects of bandwagon cues and identity cues embedded in retweets and users’ profile pages for health and risk online information processing. Study One examines whether bandwagon heuristics triggered by retweets would influence individuals’ source credibility judgments. Study Two investigates how bandwagon heuristics interact with different identity heuristics in credibility heuristics on an individual level. Study Three explores bandwagon heuristics at the organizational level. Three post-test only experiments with self-report online surveys were conducted to investigate the hypothesis and research questions. Results indicate that different online heuristic cues impact the judgments of competence, goodwill, and trustworthiness at different levels. Authority strongly influenced source credibility perceptions. A reverse-bandwagon effect was observed in influencing source credibility judgments. Theoretical and practical implications are discussed.
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Kunene, Sibongile. "Determining the contribution of online corporate communication to brand reputation among Generation Y consumers in Vaal Region." Thesis, Vaal University of Technology, 2016. http://hdl.handle.net/10352/453.
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M. Tech. (Department of Public Relations Management, Faculty of Human Sciences), Vaal University of TechnologyABSTRACT The internet has become one of the most powerful communication tools. Therefore, much has been written over the past few years about the rise and use of online communication, but there is still very limited research on the use of online communication by Generation Y members and corporations in an African context. Consequently, the internet has become one of the most powerful communication tool. This has led to the evolutions of the public relations discipline in keeping up with trends, embracing new opportunities and using diverse and effective communication mediums to engage with different stakeholders. This dissertation determines the contribution of online corporate communication to brand reputation amongst Generation Y members in the Vaal Region and the effect it can have on the perceived reputation of an organisation. This was done though ascertaining ways in which Generation Y in the Vaal Region (Evaton, Sebokeng and Vanderbijlpark) uses different online corporate communicate tools to engage with brands. This quantitative study used a cross-sectional descriptive research approach. Two hundred questionnaires that comprised of three sections namely: (1) demographics and sources of information, (2) online communication behaviour and (3) online reputation management were distributed amongst Generation Y members in the Vaal Region. The respondents were between the ages of 18-35, descriptive statistics such as frequencies, the mean, medium and the mode, factor analysis, t-tests and ANOVA were used to analyse the data obtained from the respondents. From the results it is evident that the growth of the internet and the development of smartphones, iPads and tablets have drastically changed the way people communicate, especially Generation Y members, thus leading brands to actively operate online. Social networking sites like Facebook, Instagram, Twitter and YouTube have taken over the technological aspect of two way interaction between customers and brands thereby influencing an organisation’s reputation. In as much as online communication has brought about change to the public relations discipline it has a detrimental impact on a company’s reputation if not managed properly. Therefore, companies that use online communication and those that do not use online communication should be aware of Generation Y’s online brand engagement, behaviour and expectation as this will have an effect on the organisations reputation when engaging with members from this group.
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Drgonec, Igor. "Návrh marketingové strategie pro high-tech firmu." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2016. http://www.nusl.cz/ntk/nusl-241470.
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Diploma’s thesis presents usage of marketing and subcategory online marketing to create basic steps or tutorial to start and to rise popularity of mobile applications developed by Programatori s.r.o. and publicity of company as well. In this thesis will be used especially tools of online marketing like social networks, and SEO optimization. These tools will be used during whole life cycle of mobile application.
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Gabriel, Vladislav. "Internet v marketingu." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-16633.
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This project describes internet marketing and its components (search engine marketing, internet advertising, internet PR, e-mail marketing etc.). It also describes the possibilities of employing internet in marketing and depicts new ways of online communication. The expenses for internet advertising are constantly growing as well as the number of internet users. The number of universities is increasing and so is the competition. That's why it's vital that they should act as a part of the market and use marketing strategies. The objective of this project is to analyse and suggest communication strategies of the Faculty of Management at the University of Economics in Prague using the knowledge acquired from the theoretical part. The practical part specifies the target group, draws up a report and chooses the way of communication. Further on, we will consider the timing of every single activity and the overall budget.
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Oredsson, Lindsey. "Communicating Responsibility : Audience reception of CSR communication on social media." Thesis, Stockholms universitet, Institutionen för mediestudier, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-104697.
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This study offers insight into international audience reception of Corporate Social Responsibility (CSR) communication. Swedish companies are currently reaching international audiences through a variety of social media channels and this study analyzes how audiences in Sweden and the U.S. respond to specific messages. Qualitative interviews with professionals offer background information on how CSR is currently communicated while audience responses to CSR communication are gathered through a web-based survey and focus groups consisting of American and Swedish citizens. Results indicate that the two countries have more similarities than differences. Americans have a slightly more positive outlook on the communication and they are more likely to look up information about CSR initiatives after hearing a corporate message. This might indicate a more profound interest. Cultural and social differences are given as a possible explanation for the key differences.
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Petersen, Gustaf. "Redefining Influencers : Scrutinizing the Term Social Media Influencer from a Public Perspective and Examining its Role in the Modern Media Landscape." Thesis, Stockholms universitet, JMK, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-152082.
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This paper explores how influencers can be categorised using a self-administered questionnaire. In doing so, the study can contribute to an understanding of the phenomenon that is more extensive than what previous research has attributed. The focus of this paper is on how influencers can be better understood for the benefit of public relations (PR), marketing, and communication. The purpose of this project is to investigate whether the term influencers (short for social media influencers) are defined by scholars in a similar fashion to how the study sample categorises influencers. Thus, the research question of the study is to examine if the study sample finds the term influencer applicable to the five suggested categories that are stated in the survey. The results from this study show that scholars commonly confine the phenomenon of influencers to bloggers, vloggers, and instagrammers. However, the results from the survey indicate that the study sample has a broader perception of the phenomenon. According to the participants, all suggested categories are fitting the term influencer, namely: blogger/vlogger/instagrammer, celebrity, athlete, entrepreneur, politician. Although the latter, politician, is deemed the least fitting category. Thus, the findings in the study show that there is a discrepancy between the public perception of how to define influencers and previous research in the field. This implicates that public relation practitioners need to rethink how they perceive and apply influencer marketing. Using influencers for marketing purposes requires organisations to execute a thorough selection process to ensure a suitable partnership.
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Andersson, Linnea. "Bloggen i tidskriftsbranschen : En studie om hur tidskrifter riktade till unga kvinnor använder bloggen på webb och i tryck." Thesis, Mittuniversitetet, Institutionen för informationsteknologi och medier, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:miun:diva-15717.
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Avsikten med denna studie har varit att kartlägga hur tre svenska tidskrifter riktade till unga kvinnor använder bloggen, dels på hemsidan och dels i den tryckta upplagan. Studien har även syftat till att urskilja om det finns ett samarbete mellan dessa medier och hur detta i så fall tar sig uttryck. Vidare har jag med denna studie velat klargöra vilka skillnader och likheter det finns gällande detta användande de tre tidskrifterna emellan och även tydliggöra hur de redaktionellt skrivna bloggarna används. Denna uppsats har således varit avgränsad till tre av de största tidskrifterna riktade till unga kvinnor i Sverige; ELLE, SOLO och VeckoRevyn. Samtliga tre använder bloggar på hemsidan, har en liknande målgrupp och ligger i ungefär samma prisklass. Studiens referensram tar ett avstamp i Public Relations där det tittas närmare på Co-Creational Perspective och Excellence Theory. Eftersom bloggen är en produkt på Internet, ligger fokus sedan på Public Relations på Internet, även kallat e-PR och Online Public Relations. Sist men inte minst presenteras ett antal riktlinjer för hur personer i organisationer bör förhålla sig till sociala medier. För att kunna besvara studiens syfte och frågeställningar valdes en djupgående kvalitativ ingångspunkt med vissa kvantitativa inslag. Detta i form av en innehållsanalys uppdelad i fyra delar. De fyra delarna berör (1) bloggens plats och utrymme på hemsidan, (2) information om de olika bloggarna på hemsidan, (3) de utvalda (redaktionellt skrivna) bloggarnas innehåll och sätt att referera och slutligen (4) bloggens plats och utrymme i den tryckta upplagan. All denna information synliggjorde i sin tur både skillnader och likheter de tre tidskrifterna emellan och även samarbetet mellan de granskade bloggarna och den tryckta upplagan. Resultaten som framkom visade att de tre tidskrifterna ger bloggarna olika stor uppmärksamhet på hemsidan. Både SOLO och VeckoRevyn ger sina bloggar stor uppmärksamhet på de respektive hemsidorna i jämförelse med ELLE. De redaktionellt skrivna bloggarna används också på olika sätt och referenser till hemsidan och den tryckta upplagan förekommer i varierande grad. Då SOLOs undersökta bloggar är flitiga med att referera till den tryckta upplagan, hamnar både VeckoRevyn och ELLE på efterkälken. Det är även tydligt att bloggarna får olika stor uppmärksamhet och utrymme i den tryckta upplagan. I både SOLO och VeckoRevyn kretsar mycket av innehållet kring både bloggar rent allmänt och bloggarna som finns tillgängliga på hemsidan. I ELLEs fall går det däremot inte att se särskilt mycket information om bloggar i den tryckta upplagan. Samarbetet mellan bloggarna på hemsidan och den tryckta upplagan ser således olika ut tidskrifterna emellan. Ett sådant samarbete är tydligast hos SOLO, där de undersökta bloggarna i relativt stor utsträckning refererar till den tryckta upplagan, och den tryckta upplagan i sin tur refererar tillbaka till bloggarna.
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Cunha, João Miguel Neto. "O uso das ferramentas de comunicação digital na promoção de uma política de proximidade nas Forças de Segurança Portuguesas - Estudo comparativo entre PSP e GNR." Master's thesis, Instituto Superior de Ciências Sociais e Políticas, 2020. http://hdl.handle.net/10400.5/21501.
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Dissertação de Mestrado em Comunicação Social, vertente de Comunicação EstratégicaA evolução da tecnologia lançou novos desafios à comunicação entre as pessoas, o que obrigou as organizações a responderem de igual forma. Os novos canais e espaços onde a comunicação se desenrola, como é o caso dos social media e de outras plataformas digitais, permitem às organizações, através das relações públicas, encetar novas interacções com os seus públicos. As relações entre ambos passam a ser interactivas e participativas e não unidireccionais, como acontece com as mensagens veiculadas nos media tradicionais. As Forças de Segurança, para atingirem os seus objectivos, necessitam de ter uma presença junto da comunidade para a qual recorrem ao policiamento de proximidade. Este, enquanto base de actuação das Forças de Segurança portuguesas, deve adaptar-se à evolução da forma de comunicar, usufruindo das plataformas digitais, que permitem um contacto permanente e eficaz com os seguidores. Partindo deste princípio, pretende-se compreender como podem as ferramentas de comunicação digital contribuir para a promoção de uma política de proximidade nas Forças de Segurança Portuguesas, nomeadamente da PSP e da GNR. Para isso, contou-se com a análise teórica sobre as relações públicas online integradas na estratégia de comunicação das organizações e as mais-valias dos social media para o policiamento de proximidade. Adicionalmente, realizaram-se entrevistas aos responsáveis pelos departamentos de comunicação de cada uma das instituições e foi ainda analisado o conteúdo das suas páginas de Instagram e Facebook, para identificar diferenças e semelhanças entre ambas na linha editorial de conteúdos, assim como as reacções dos seguidores. Desta análise, foi possível concluir sobre o contributo positivo da utilização destas ferramentas na proximidade com os cidadãos, nomeadamente no aumento do número de contactos proactivos com as Forças de Segurança. Estas ferramentas contribuem ainda para aumentar a exposição a conteúdos de prevenção e sensibilização, bem como para diminuir as limitações no contacto dos cidadãos.
The evolution of technology has launched new challenges to communication between people, which has forced organizations to respond in the same way. The new channels and spaces where communication takes place, such as social media and other digital platforms, allow organisations, through public relations, to initiate new interactions with their audiences. The relations between them become interactive and participative and not unidirectional, as happens with the messages conveyed in traditional media. In order to achieve their objectives, the Security Forces need to have a presence in the community for which they resort to proximity policing. This, as a base of action of the Portuguese Security Forces, must adapt to the evolution of the way of communicating, taking advantage of digital platforms, which allow a permanent and effective contact with the followers. Based on this principle, it is entended to understand how digital communication tools can contribute to the promotion of a proximity policy in the Portuguese Security Forces, namely PSP and GNR. To this end, we relied on the theoretical analysis of online public relations integrated into the communication strategy of organisations and the added value of social media for proximity policing. In addition, interviews were conducted with those responsible for the communication departments of each of the institutions and the content of their Instagram and Facebook pages was also analysed to identify differences and similarities between them in the editorial content line, as well as the reactions of the followers. From this analysis, it was possible to conclude on the positive contribution of the use of these tools in proximity with the citizens, namely in the increase of the number of proactive contacts with the Security Forces. These tools also contribute to increasing exposure to prevention and awareness-raising content, as well as to reducing the limitations on citizen contact.
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Srisai, Suttanipa. "Saang Kwaampratabjai : the influence of Wattana-dharm Thai on Thai PR practice." Thesis, University of Stirling, 2011. http://hdl.handle.net/1893/3087.
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This thesis describes how and what Wattana-dharm Thai [Thai culture] has influenced Thai PR practice through the eyes of Thai PR managers and practitioners. It also provides some background information about the evolution of Thai PR practice to link to the current Thai PR practice. The study employs a qualitative paradigm with in-depth interviews as the main method. Documentary sources are mostly used as a supplement. This thesis provides detailed qualitative data describing how Thai public relations (PR) practitioners operate in Thailand both offline and online. The findings highlighted that Wattana-dharm Thai has a strong influence on Thai PR practice. There are eight main Wattana-dharm Thai aspects that influence Thai PR practice: 1) Relationship orientation (relationships in a Thai style including Bunkhun, Pen-Mitr, and Alum aluay relationships); 2) Community-based orientation; 3) Sanook orientation; 4) Hierarchical structure; 5) Buddhist orientation, 6) Monarchy institution respect; 7) Face and eyes in society; and 8) Form over the content. Thai PR practice has an emphasis on Saang Kwaampratabjai [impression building] through Wattana-dharm Thai. For example, historically, Thais accepted westerners because they did Saang Kwaampratabjai by bringing technology and development to the country. Thais have a positive attitude toward westerners because of this history of impression. Thai PR practitioners also try to use Saang Kwaampratabjai influence the public, such as journalists and opinion leaders by offering incentives altruistically (e.g. Namjai, Bunkhun, etc). Thai PR practice Saang Kwaampratabjai based on Buddhism and their respect of the monarchy. Thai PR place an importance on details of public’s personal information to instigate Saang Kwaampratabjai. For online PR, Thai PR use Information and Communication Technologies (ICTs) to support Saang Kwaampratabjai. It would appear that ICTs, in part, are used to promote company’s image rather than having any practical use. Hence, the core of Thai PR is how to practice Saang Kwaampratabjai based solely on personal and social relationship. This thesis aims to fill in the gaps in knowledge relating to PR and culture. It will make a contribution to the academic literature on culture and public relations, not only in the West but globally. This will also provide a framework for Thai PR practitioners to improve and develop their work. This thesis examines culture and PR through the lens of Thai terminology and discourse facilitated by a native inside-out view moderated by the distance obtained by leaving my country for a substantial proportion of the period of the study. This distance allowed me to re-consider many taken-for-granted aspects of my own culture, as well as allowing me to take on board other cultural perspectives available in a Western but international university. Thus this thesis is in part autobiographical, product of my research journey that allowed me to engage with a range of fundamental issues central to cross-cultural living such as hierarchy, religion, political and regal institutional frameworks, and gender.
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Silva, Francisco Banha e. "A monitorização de redes sociais online como ferramenta de prevenção de situações de crise nas organizações. A perspetiva dos consultores de comunicação em Portugal." Master's thesis, Instituto Superior de Ciências Sociais e Políticas, 2020. http://hdl.handle.net/10400.5/21315.
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Dissertação de Mestrado em Comunicação Social - vertente Comunicação EstratégicaO surgimento e crescente uso das redes sociais online fez com que as organizações perdessem o monopólio das mensagens difundidas sobre si. Os utilizadores veem nestas plataformas uma oportunidade de iniciarem diálogos com as organizações, que podem resultar de experiências negativas com produtos ou serviços. As organizações procuram saber o que é dito sobre si online, visando mitigar assuntos que podem evoluir para situações de crise. Com a pergunta de partida: “qual a importância atribuída pelos consultores de comunicação em Portugal à monitorização de redes sociais online na prevenção de situações de crise nas organizações?” esta investigação visa compreender a monitorização de redes sociais online como ferramenta de prevenção de situações de crise nas organizações, na perspetiva dos consultores de comunicação em Portugal. Recorreu-se ao método indutivo, realizando-se sete entrevistas semiestruturadas em profundidade a consultores de comunicação em Portugal e uma pesquisa e análise documental a conteúdos escritos, visuais, e multimédia de websites da especialidade, seguindo-se a análise interpretativa dos resultados. Através das técnicas de recolha e técnica de análise foram identificados e analisados 23 softwares de monitorização de redes sociais online. Concluiu-se que os consultores de comunicação em Portugal veem a monitorização de redes sociais online como uma importante ferramenta de prevenção de situações de crise nas organizações, ao considerarem imperativo que as organizações estejam atentas ao que é dito sobre si online.
The rise and increasing use of online social networks has caused organizations to lose the monopoly on the messages spread about them. On these platforms, users see an opportunity to initiate dialogues with organizations, which may result from negative experiences with products or services. Organizations seek to know what is said about themselves online, in order to mitigate issues that can evolve into crisis situations. With the starting question: “what is the importance attributed by communication consultants in Portugal to the monitoring of online social networks in preventing crisis situations in organizations?” this investigation aims to understand the relationship of online social networks monitoring as a tool for preventing crisis situations in organizations, from the perspective of communication consultants in Portugal. The inductive method was used, conducting seven semi-structured in-depth interviews with communication consultants in Portugal and a documentary research and analysis of written, visual, and multimedia content from specialized websites, followed by an interpretative analysis of the results. Through both the collection and the analysis techniques, 23 online social networks monitoring softwares were identified and analyzed. We concluded that communication consultants in Portugal see online social networks monitoring as an important tool for preventing crisis situations in organizations, as they consider it imperative that organizations pay attention to what is said about themselves online.
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Santos, Tânia Belo Rodrigues. "A comunicação estratégica digital no contexto de uma associação sem fins lucrativos - A Vida Ama-me." Master's thesis, Instituto Superior de Ciências Sociais e Políticas, 2017. http://hdl.handle.net/10400.5/14282.
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Dissertação de Mestrado em Comunicação Social vertente de Comunicação EstratégicaNeste Trabalho de Projeto pretende-se analisar como a comunicação estratégica digital pode contribuir para o cumprimento dos objetivos de comunicação no contexto de uma organização sem fins lucrativos. Assim sendo, foi desenvolvido e implementado um Plano de Comunicação Digital que visava contribuir para os objetivos e a missão da A Vida Ama-me, uma Associação sem Fins Lucrativos de Desenvolvimento Pessoal e Social. Para este efeito, recorreu-se ao estudo de caso, usando técnicas de recolha de dados, tais como: a pesquisa bibliográfica, a análise documental e a observação direta não estruturada. O Plano de Comunicação foi implementado em duas fases: de setembro a dezembro de 2016 e de fevereiro a maio de 2017. Após o término da execução do plano, procedeu-se à avaliação dos resultados obtidos, concluindo-se que a Associação não está a tirar total partido dos recursos e oportunidades online devido àquelas que são as principais dificuldades da comunicação no Terceiro Setor: a falta de conhecimento e profissionalização dos seus recursos humanos e a inexistência de investimento financeiro para as atividades de comunicação.
This Project intends to analyze how digital strategic communication can contribute to the fulfillment of communication objectives in the context of a non-profit organization. To accomplish this, a Digital Communication Plan was developed and implemented to contribute to the goals and mission of A Vida Ama-me, a Non-Profit Organization for Personal and Social Development. For this purpose, a case study approach was used together with data collection techniques such as: bibliographic research, documentary analysis and direct unstructured observation. The Communication Plan was implemented in two phases: from September to December 2016 and from February to May 2017. After the execution of the plan the results were evaluated, concluding that the Association was not taking full advantage of all the online resources and opportunities available due to the main communication difficulties in the Third Sector: the lack of knowledge and professionalism of its human resources and the lack of financial investment for communication activities.
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Součková, Eliška. "Analýza marketingových komunikací běžeckého seriálu Run Czech." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-200147.
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The Master's thesis deals with the commercial communications and their contemporary trends with emphasis on the sport branch. Theoretical part focuses on particular forms of commercial communications and then the running phenomena in Czech Republic is described. Practical part characterizes the marketing communications of the running circuit RunCzech, the analysis of supplied services, competition and target groups. The main benefit of the Master's thesis for the practical use is the evaluation of the communication activities and the recommendations and the ideas for the prospective marketing plans.
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Van, Niekerk Francine. "Die rol en regulering van internetdiskoerse op die NG Kerk se webplatforms in die daarstelling van ʼn publieke sfeer." Thesis, Stellenbosch : Stellenbosch University, 2013. http://hdl.handle.net/10019.1/79931.
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Thesis (MPhil)--Stellenbosch University, 2013.Bibliography
ENGLISH ABSTRACT: This study investigates if and how the Dutch Reformed Church (DRC) uses its websites to create a public sphere. Since the end of apartheid this church and its media had to adapt to the changing environment in South Africa, particularly in its increasing use of the new media to involve believers and non-believers. Because of the internet’s potential to connect people from all over the world and its interactivity, scholars assert that the internet can create a public sphere. Habermas’ idea of the public sphere, a conceptual space where critical public discourse takes place and anyone can participate, forms the theoretical underpinning for this study. This theory, however, is slightly adapted by arguing that conflict – within bounds – is also part of the communication process within the public sphere. This study focuses on seven active websites of the DRC in order to examine its relation to public theology from a critical cultural perspective. The ideals of public theology closely relates to that of the public sphere. These ideals are a public debate on issues relating to the common good, which are discussed from a religious stance. A central view is that regulation can hinder the forming of a public sphere. Thus the nature and level of regulation on the church’s websites are examined. The nature of interaction between users and content on websites is also studied. This study combines qualitative and quantitative methods, including semi structured interviews, questionnaires, content analysis and systematic observation. The study found that Kerkbode’s Facebookpage facilitates a lively forum for debate on issues that advances the public sphere. The Facebookpage of the DRC has the potential to create such debates. On both these websites and Kerkbode-online and NG Kerk-online, regulation on midlevel curbs this potential. Other obstacles for creating a public sphere that was identified on the DRC’s websites, were personal insults, too narrow focus on internal church affairs and low participation in topics that could advance the public sphere.
AFRIKAANSE OPSOMMING: Hierdie studie ondersoek die vraag of die NG Kerk se webwerwe dit regkry om ʼn publieke sfeer te skep. Sedert die einde van apartheid het die kerk en sy media hom op verskeie maniere in die veranderende Suid-Afrika aangepas, onder meer deur die toenemende gebruik van nuwe media om gelowiges en nie-gelowiges te betrek. As gevolg van die internet se vermoë om mense van regoor die wêreld te verbind en die interaktiewe aard van die medium, meen kenners dat die internet ʼn publieke sfeer kan skep. Habermas se idee van ʼn publieke sfeer, wat ʼn konseptuele ruimte is waar kritiese, openbare diskoers gevoer word wat vir enigeen toeganklik is, vorm die onderbou van hierdie studie. Dié teorie word hier aangepas deur aan te voer dat konflik en meningsverskil – binne perke – ook deel van kommunikasieprosesse binne die publieke sfeer is. Hierdie studie fokus op die sewe aktiewe webwerwe van die NG Kerk om hul verbintenis tot publieke teologie binne ʼn krities-kulturele paradigma te ondersoek. Die ideale van publieke teologie hang nou saam met dié van die publieke sfeer, naamlik ʼn openbare gesprek oor sake van openbare belang wat vanuit godsdienstige oortuigings gevoer word. ʼn Sentrale vertrekpunt van die studie is dat ʼn ideale publieke sfeer deur regulering aan bande gelê kan word. Dus word die aard en vlak van regulering op die kerk se webwerwe ook nagevors. Die tipe interaksie tussen gebruikers en die inhoud van die webwerwe is ook bestudeer. Die studie gebruik ʼn kombinasie van kwalitatiewe en kwantitatiewe metodes, insluitend semi-gestruktureerde onderhoude, vraelyste, inhoudsanalise en sistematiese observasie. Die studie het bevind dat Kerkbode se Facebookblad ʼn lewendige forum bied vir debat oor sake wat die publieke sfeer bevorder. Ook die NG Kerk se Facebookblad het die potensiaal om sulke debatte te skep. Op albei hierdie webwerwe, asook Kerkbode-aanlyn en NG Kerk-aanlyn, het regulering op mesovlak dié potensiaal egter ingeperk. Ander hindernisse vir die skep van ʼn ideale publieke sfeer wat op die NG Kerk se webwerwe geïdentifiseer is, is beledigings, ʼn te noue fokus op interne kerksake en lae deelname aan debatte oor sake wat die publieke sfeer kan bevorder.
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Gaškaitė, Giedrė. "Įmonės „Stoke Travel” internetinio marketingo priemonės." Bachelor's thesis, Lithuanian Academic Libraries Network (LABT), 2013. http://vddb.laba.lt/obj/LT-eLABa-0001:E.02~2013~D_20130620_113443-95197.
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Bakalauro baigiamajame darbe nagrinėjamos įmonės „Stoke Travel” interentinio marketingo priemonės. Pagrindinis tyrimo tikslas, aptarus internetinio marketingo priemones teoriniu požiūriu ir atlikus anketinę apklausą, bei interviu, ištirti kaip respondentai vertina įmones naudojamas internetinio marketingo priemones, bei pasiūlyti įmonei tinkamiausias interentinio marketingo priemones.In this Bachelor’s Degree Work companies “Stoke Travel” Internet marketing tools are analyzing. The main objective is after researching theoretical background of the subject to conduct a survey and interview to find out companies internet marketing tools dimension, their clients internet use peculiarity and clients evaluation to the companies used internet marketing tools.
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Stypulkowski, David. "PR 2.0 - The New PR : A case study on the use of PR by pirates and anti-pirates." Thesis, Örebro University, School of Humanities, Education and Social Sciences, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:oru:diva-9102.
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Recent development of the internet encompasses elements such as social networks, blogs and wikis. With the help of these elements, popularly gathered under the umbrella term web 2.0, the pirates supporting file sharing have made the file sharing debate a national concern in Sweden.
This thesis studies the pirates’ and anti-pirates’ use of PR by qualitative case studies of organizations representing the two different sides in the debate. The use of PR by the different organizations is compared, the differences and similarities are considered and characteristics of the new PR are brought to attention.
The study finds that PR is taking a new direction and that these new ways to use PR are important to achieve success in influencing opinion. The two sides use PR in very different ways where the anti-pirates use more traditional ways of PR while the pirates make use of new PR methods virtually exclusively.
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Harutjunjan, Ani. "Analýza efektivity vybrané marketingové kampaně." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-199988.
Full textAbstract:
The aim of the thesis is to evaluate the effectiveness of the selected marketing campaign in the area of telecommunications, on the basis of defining basic criteria for success of the marketing campaign as part of the communications plan of the company. The theoretical part of the thesis is focused on defining the fundamental components of the marketing and the communication mix. Furthermore, theoretical part covering the approaches, methods and indicators for measuring the effectiveness of marketing campaigns, serves as a theoretical basis to schedule and implement the practical part. The practical part deals with the marketing and creative concept and the communication strategy of the campaign O2 Extra výhody of Telefónica Czech Republic. The effectiveness of the campaign is evaluated on the basis of the primary research using the questionnaire and also on the basis of the secondary data available from Telefónica CR.
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Charles, Faith, and Martin Wiberg. "Coping strategies among international students who transition to university in Sweden : Experiences and perceptions of loneliness as an international student in Sweden." Thesis, Högskolan i Gävle, Avdelningen för socialt arbete och kriminologi, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-35857.
Full textAbstract:
This study explores the coping strategies amongst international students who moved to a medium sized city in Sweden to study. The aim is to explore how international students cope with loneliness and their perceptions and experiences related to loneliness. The method is qualitative and inductive, with deductive properties such as the topics related to loneliness, coping, resources and technology. We conducted semi structured interviews with six participants. The theory used is a strength-based perspective focusing on the resources and coping of the participants. The results show the participants express various accounts of experienced loneliness and coping strategies. The themes found were a New university and country, Social life, Society and culture, Self-agency, and Coping strategies. International students cope with loneliness by talking to family and friends, often using ICT. Other sources of support come from within the university environment. Most of the support utilized comes from the students acting themselves.
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Doležel, Vojtěch. "Public relations distributora elektřiny." Master's thesis, 2012. http://www.nusl.cz/ntk/nusl-150441.
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"PRspektive Online - Public Relations im Netz." Universitätsbibliothek Chemnitz, 2011. http://nbn-resolving.de/urn:nbn:de:bsz:ch1-qucosa-64992.
Full textAbstract:
Das Internet ist das Medium des 21. Jahrhunderts. Doch wie nehmen Medienrezepienten diese auf? Sind Bilder kulturell geprägt und welchen Konventionen unterliegen sie? Mit diesen Fragen beschäftigten sich die 6. Studentischen Medientage Chemnitz 2010.
Von besonderer Bedeutung in der Medienentwicklung ist die Herausbildung von mobiler Kommunikation, Computergaming und dem Web 2.0 – Formen, die die bisherigen Grenzen von Medienbildern durchbrechen und neue Darstellungsmöglichkeiten mit sich bringen. Die Relevanz einer guten Visualisierung wird hierbei besonders im Game Design und Webseitenlayout deutlich. Dass die wachsende Macht der heutzutage stark realitätsnahen Visualisierungen in den Medien nicht unterschätzt wird, zeigt sich in den Diskussionen über die Duldung von gewalttätigen Video- und Computerspielen oder an der moralbezogenen Kritik an Sex-sells-Konzepten in der Fernsehwelt und Werbebranche.
Weiterhin lässt sich, anlehnend an heutige Betrachtungsweisen, feststellen, dass Online- sowie Offlinemedien nicht mehr nur die Meinungsbildung bestimmen und kontrollieren, sondern auch die Rolle des Zeitzeugen einnehmen und einen markanten Beitrag zum kollektiven Gedächtnis leisten. Schließlich steht fest: Das menschliche Gedächtnis vergisst – die medialen Darstellungen erinnern.
Vollständigkeitshalber haben wir in diesem Tagungsband fünf weitere Vorträge der 5. Studentischen Medientage 2009 aufgeführt, welche sich mit dem Thema „Ich surfe, also bin ich!“ befassten.
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Ahn, Stephanie. "Successful online public relations message conveyance the role of user control in websites /." 2008. http://purl.galileo.usg.edu/uga%5Fetd/ahn%5Fstephanie%5Fk%5F200808%5Fma.
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Du, Plessis Charmaine. "A theoretical framework of corporate online communication: a marketing public relations (MPR) perspective." Thesis, 2005. http://hdl.handle.net/10500/2271.
Full textAbstract:
This study identifies, tests and modifies factors for effective corporate online communication using a marketing public relations (MPR) perspective. An MPR perspective entails an integrated cross-disciplinary approach with a strong product and/or service focus. The need for the study is underscored by the fact that there is undoubtedly a lack of a theoretical framework in which to practise corporate online communication in the context of selling the organisation's products or services.
In order to test the identified factors for effective corporate online communication, namely credibility, trust and long-term relationships, this study uses Q methodology as a research method and applies Q sorting as a means of data collection. Participants are asked to sort statements about corporate online communication in their preferred order of importance on a large board in the presence of the researcher. This is known as the Q sorting process. The identified factors are tested among 20 communicators and 20 receivers of corporate online communication. The participants' sortings of statements are compared by means of Q factor analysis and then analysed.
The results of the study indicate that only one factor is perceived as an absolute significant factor for effective corporate online communication and that two of the factors necessitate modification. Consequently, based on the results, four factors are identified for effective corporate online communication, using an MPR perspective. These four factors are derived from the perspectives of both the communicators and receivers of corporate online communication and are included in a proposed theoretical framework of corporate online communication using an MPR perspective.Communication
D. Litt et Phil.
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Smith, Steven Carl. "An exploration of online organisation-public relationships: the role of critical PR in the Middle East." Diss., 2020. http://hdl.handle.net/10500/26524.
Full textAbstract:
Abstracts in English, Afrikaans, Zulu and ArabicThe Middle East has a rising demand for public relations (PR) professionals because many of the oil-producing countries in the region are implementing radical transformational strategies to develop their non-oil sectors to safeguard future generations. PR professionals in the region are challenged by volatile environments in which there are on-going conflicts and wars. However, PR in the Middle East is key to engagement in its complex social, economic and political climate. Information and communication technology has captured the attention of organisations in the Middle East, by contributing to the evolution of PR practices from monologue to dialogue and from control to engagement. Against this background, the study explored critical PR and PR activism in the Middle East. Critical PR radically changes the traditional approach of PR, from asking how it can assist organisations to be more efficient, to asking what its role is in society? It advocates that the PR professional act as the facilitator of debate, dialogue and even dissent, and to encourage public input, thereby influencing public policies to develop long-term, transformational programmes that benefit society. This study explored the theoretical characteristics of critical PR elements and the principles of online organisation–public relationships. These characteristics and principles were further explored and measured by a quantitative self-administered web-based survey and one-on-one interviews with PR professionals in the Middle East Public Relations Association and from leading listed Middle Eastern organisations.
Die Midde-Ooste het 'n toenemende behoefte aan professionele persone in die gebied van openbare betrekkinge en PR. Baie van die olieproduserende lande in die streek implementeer radikale transformasiestrategieë om hul nie-oliesektore te ontwikkel en om so toekomstige geslagte te beveilig. Professionele PR-personeel in die streek het groot uitdagings in die vorm van vlugtige veranderinge in die verskillende gebiede waarin konflikte en oorloë alomteenwoordig is. Openbare betrekkinge in die Midde-Ooste is egter die sleutel om die verskillende partye te kan bereik en betrek, weens die komplekse sosiale, ekonomiese en politieke klimaat. Inligting- en kommunikasietegnologie het die aandag van organisasies in die Midde-Ooste gevang weens hulle bydrae tot die evolusie van PR-praktyke, van monoloog tot dialoog, en van beheer tot betrokkenheid. Dit is teen hierdie agtergrond dat die studie kritiese openbare betrekkinge en openbare betrekkings aktivisme in die Midde-Ooste ondersoek. Kritieke openbare betrekkinge verander die tradisionele benadering van openbare betrekkinge radikaal. Dit stel vrae: hoe kan dit organisasies help om meer doeltreffend te wees, en watter rol kan dit in die samelewing speel? Dit bepleit dat die professionele PR-praktisyn as fasiliteerder vir debat, dialoog en selfs verdeeldheid kan optree, sowel as openbare bydrag aan te moedig. Sodoende kan hy of sy openbare beleid beïnvloed om langtermyn transformasieprogramme, wat die samelewing bevoordeel, te ontwikkel. Hierdie studie het die teoretiese eienskappe van kritiese openbarebetrekkingselemente en die beginsels van aanlyn-organisasies se openbare betrekkingspraktyk ondersoek. Hierdie eienskappe en beginsels is verder ondersoek en gemeet aan die hand van 'n kwantitatiewe, self-geadministreerde web-gebaseerde opname en deur persoonlike onderhoude met professionele PR-persone in die Middle East Public Relations Association en toonaangewende en genoteerde Midde-Oosterse organisasies.
IMpumalanga Ephakathi inesidingo esikhulayo sochwepheshe bezobudlelwano bomphakathi ngoba amazwe amaningi akhiqiza uwoyela esifundeni asebenzisa amasu amakhulu ezinguquko ukuze athuthukise imikhakha yawo engenawo uwoyela ukuvikela izizukulwane ezizayo. Ochwepheshe bezobudlelwano bomphakathi esifundeni babhekene nenselele yezimo eziguquguqukayo lapho kukhona izingxabano nezimpi eziqhubekayo. Nokho, ubudlelwano bomphakathi eMpumalanga Ephakathi buyinto esemqoka ekubhekanani nesimo sawo senhlalo esiyinkimbinkimbi, nasesimweni sezomnotho nesezombusazwe. Ubuchwepheshe bolwazi nobezokuxhumana buye badonsa ukunaka kwezinhlangano eziseMpumalanga Ephakathi, ngokufaka isandla ekuguqukeni kwemikhuba ye-PR isuke ekubeni imiyalelo iye ekubeni ingxoxo nasekulawuleni iye ekubambisaneni. Ngokumelene nalesi sizinda, ucwaningo luhlole ubudlelwane obubucayi bomphakathi kanye nentshisekelo yobudlelwano bomphakathi eMpumalanga Ephakathi. Ubudlelwano bomphakathi obucayi buguqula kakhulu indlela yokwenza yendabuko yobudlelwano bomphakathi, kusukela ekubuzeni ukuthi bungazisiza kanjani izinhlangano ukuba zisebenze kahle, kuya ekubuzeni ukuthi iyiphi indima yabo emphakathini. Igcizelela ukuthi ochwepheshe bezobudlelwano bomphakathi basebenze njengomxazululi wempikiswano, izingxoxo ngisho nokungavumelani, futhi bakhuthaze nomphakathi ukuba ubambe iqhaza, ngaleyo ndlela bathonye izinqubomgomo zomphakathi zokuthuthukisa izinhlelo zesikhathi eside, zezinguquko ezizuzisa umphakathi. Lolu cwaningo luhlole izici zemibono yezinto ezibucayi zobudlelwano bomphakathi kanye nemigomo yenhlangano eku-inthanethi-ubudlelwano bomphakathi. Lezi zimpawu kanye nemigomo yahlolisiswa kakhudlwana futhi yalinganiswa ngenhlolovo esuselwa kuwebhu esebenza ngobuningi kanye nokuxoxisana nomuntu ngamunye nochwepheshe bezobudlelwano nomphakathi Enhlanganweni Yobudlelwano Bomphakathi YaseMpumalanga Ephakathi kanye nasezinhlanganweni ezihamba phambili ezisohlwini lwaseMpumalanga Emaphakathi.
Communication Science
M. Communication Sc. (Organisational Communication)
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Pereira, João Pedro Lebre. "Brand reputation and crisis management: Playstation Network case study." Master's thesis, 2012. http://hdl.handle.net/10071/5211.
Full textAbstract:
Este trabalho irá ser desenvolvido no contexto de uma tese de mestrado e será
um estudo de caso acerca da Playstation Network, um serviço de jogos multijogadores
online e de entrega de media digital da Sony Computer Entertainment, inc. destinado
a ser usado na consola Playstation 3 e também na Playstation Portable.
Este trabalho irá focar-se nos Estados Unidos da América, pois este é o país
melhor representado na Playstation Network com mais de 30 milhões de utilizadores
(Sony, 2010) e é também o país com mais estudos e informação acerca do mercado
dos videojogos.
A Playstation Network foi lançada no dia 10 de Novembro de 2006, ao mesmo
tempo que a Playstation 3 no Japão. Desde então tem tido sucesso e hoje a rede tem
aproximadamente 130 servidores, 50 programas de software e 77 milhões de
utilizadores registados (Sony, 2011).
Este estudo de caso irá centrar-se no encerramento deste serviço por 26 dias,
desde o dia 20 de Abril de 2011até ao dia 15 de Maio de 2011, devido a um ataque
externo à rede que resultou no comprometimento da informação pessoal dos
utilizadores guardada nos servidores.
Este ataque teve impacto não só nas marcas Sony e Playstation, especialmente
na sua reputação entre os consumidores, mas também na indústria online, já que este
ataque expôs os problemas que podem existir na segurança relativamente à
informação pessoal.
Neste trabalho iremos explicar o problema e o que aconteceu à Playstation
Network. Iremos também olhar para as marcas envolvidas e fazer uma revisão de
literatura sobre relações públicas, gestão de marcas, reputação de marcas, gestão de
crises e privacidade online. Iremos também analisar as ações da Sony em reação a
este evento e como poderia ter gerido esta situação de crise melhor.This work will be developed in the context of a marketing master thesis and it will be a Case Study concerning the Playstation Network, an online multiplayer gaming and digital media delivery service provided by Sony Computer Entertainment, inc. for use with Sony’s home console, the Playstation 3 and its handheld, the Playstation Portable. The scope of this work will be in the United States as it is the best represented country on the Playstation Network with more than 30 million users (Sony, 2011) and it is also the country with more studies and information regarding the video games market. Playstation Network was launched in November 10, 2006, along with the Playstation 3 launch in Japan. Since then it has had a great success and today it consists of approximately 130 servers, 50 software programs and 77 million registered accounts (Sony, 2011). This Case Study regards the shutdown of this service for 26 days, from April 20 to May 15 (2011), due to an external attack to the network that resulted in the compromise of the personal information of the users stored on the servers. This attack had an impact not only on the Sony and Playstation brands, particularly in their reputation among consumers, but also on the online business industry, since this attack brought to light the problem of personal information security. In this work, we will explain the problem and what happened to the Playstation Network. We will also look into all the brands involved and do a literature review on public relations, brand management, brand reputation, crisis management and online privacy. We will also analyze what Sony did in reaction to this event and how it could have better managed this crisis situation.
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Dhawraj, Ronesh. "An investigation of the Democratic Alliance's political public relations campaign in the 2009 South African general elections including how social networking site Facebook was leveraged to help increase the party's vote-share." Diss., 2013. http://hdl.handle.net/10500/10602.
Full textAbstract:
This thesis examines the political public relations campaign of the Democratic Alliance in the 2009 elections in order to explain the party’s performance in these elections. The research is premised on John Petrocik’s (1996) issue ownership theory. A number of quantitative and qualitative content analyses were conducted to provide answers to the main research questions. These involved: the party’s 286 media releases; party leader Helen Zille’s 2009 campaign speeches; and Zille’s Facebook platform. Results revealed that although the DA demonstrated extreme political resilience amidst fierce challenges in the 2009 elections, the party primarily campaigned on an anti-ANC ticket and a fair amount of negative advertising against the governing party to win itself votes. Not only did the party fail to “associate” itself with real issues affecting South African voters—especially the poor Black African majority which constitutes the largest voting bloc—it failed to pronounce itself clearly on other issues. Instead, the party attached itself to a multitude of shared issues, often “trespassing” on issues of common concern not necessarily “owned” by any one political party. This study also deduced that while Facebook facilitated public opinion on the DA in the 2009 elections, it still could not be regarded as a genuine public sphere in the South African context.Communication Science
M.A. (Communication)
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Waititu, Paul. "Employees of Kenya power's perceptions of their adoption and implementation of online internal communication tools for relationship building." Diss., 2015. http://hdl.handle.net/10500/18256.
Full textAbstract:
The purpose of this study was to explore and describe Kenya Power employees’ perceptions of their adoption and implementation of online internal communication tools as a means of creating and managing long lasting relationships among all employees in the organisation. The theoretical point of departure for this study was framed within online internal communication and relationship management while principles of e-government were also considered.
A single case study design was adopted for the study which combined both quantitative and qualitative data collection techniques while data was triangulated using an online self-administered questionnaire, focus group moderator’s guide and an interview schedule.
The results guided by the theoretical criteria indicate that the implementation of online internal communication tools was done at Kenya Power without considering the internal stakeholders’ needs and preferences. The consequence is that employees have developed negative perceptions about internal online communication resulting in low adoption for relationship management activities. The findings of this study could be useful for other public sector organisations in that it will help them to positively change employees’ perceptions as well as enhance the implementation and adoption of internal online communication tools for the purposes of relationship building which could result in better internal communication and public sector services.Communication Science
M.A. (Communication)