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Now showing items 1-20 of 332
If you are feeling confident enough, do not hesitate to reveal who you really are : extension of Baker, Honea, and Russell (2004)
(University of Missouri--Columbia, 2017)
) examined whether the brand name placement influences on the way people perceive the advertising and brand information retention. As an extension of Baker et al.'s study, this study examines the role of narrative features within the advertising, prior...
A qualitative case study into the Toronto Star's electronic newspaper and its impact on newsroom practices and journalists
(University of Missouri--Columbia, 2009)
[ACCESS RESTRICTED TO THE UNIVERSITY OF MISSOURI AT REQUEST OF AUTHOR.] The fate of newspapers in North America in light of rapid technological advance has been extensively discussed, analyzed, and researched. This thesis will examine through...
The model of contingent organization-public relationship : reconciling contingency and relationship management theory
(University of Missouri--Columbia, 2017)
[ACCESS RESTRICTED TO THE UNIVERSITY OF MISSOURI AT AUTHOR'S REQUEST.] Organization-public relationship, as a key concept of public relations, has been extensively examined by global scholars. In 1984, Ferguson first pointed out this term by stating...
Why do people post online? : an analysis of the online review posting (ORP) scale as an extension to the web motivation inventory (WMI)
(University of Missouri--Columbia, 2013)
Online motives are one of the most important starting points for understanding online consumer behavior (Rodgers & Thorson, 2000). The present research draws from existing research and the larger uses and gratifications ...
Revisiting fund-raising encroachment of public relations in light of the theory of donor relations
(University of Missouri--Columbia, 2008)
This qualitative study of public relations and fund-raising practitioners in charitable organizations found fund-raising encroachment of public relations occurring at a rate roughly comparable to levels documented in the first studies...
The estimation of a corporate crisis communication based on perceived CEO's leadership, perceived severity of threats, and preceived opposing public's size
(University of Missouri--Columbia, 2008)
Based on the contingency theory (Cancel, Mitrook, & Cameron, 1999), this study examined whether the perception of leadership as a powerful inner organizational factor influences the outside latent public's assessment of an organization's crisis...
Exporting Hollywood excellence : public relations excellence theory and the MPPDA's European public affairs program of the 1920s
(University of Missouri--Columbia, 2020)
[ACCESS RESTRICTED TO THE UNIVERSITY OF MISSOURI AT AUTHOR'S REQUEST.] To test the theory that the period between the mid-1920s and the 1950s was marked by the "two-way asymmetrical model" of public relations, this thesis searches for the modern...
Whitewashing Southern Living : the sociocultural significance of the 1966 magazine launch in Birmingham, Alabama
(University of Missouri--Columbia, 2011)
documents and reviewed Southern Living magazine's first four years of content. It found that Southern Living was the result of extensive preparation to target a new audience of affluent urban and suburban southerners. Struggles between company leaders...
State of play : the gatekeeping of micro-documentaries
(University of Missouri--Columbia, 2013)
The micro-documentary is a digital subgenre emerging from the overlap of longform documentary film, broadcast news, home video, advertising, and photojournalism. Despite technological advancements that have made video production and publication...
Diffusion of viral marketing into the world of public relations
(University of Missouri--Columbia, 2008)
With the ever-changing world of technology, consumers can be reached through more and more media. These opportunities are only possible if the advertising and public relations industries follow their audiences and understand how to reach them...
A study of public opinion relative to organizations : reviewing representation of local media and nonprofit organizations
(University of Missouri--Columbia, 2010)
[ACCESS RESTRICTED TO THE UNIVERSITY OF MISSOURI AT REQUEST OF AUTHOR.] A case study reviewing a local media, its publication and presentation about a nonprofit organization and the similarly-named physical neighborhood it represents. This research...
The role of work preferences in the disparity between females in public relations and females leading public relations
(University of Missouri--Columbia, 2011)
This study examines the choices of Public Relations practitioners in an agency setting to analyze their preferences for work-life balance and the domestic division of labor. The in-depth interviews of 10 practitioners were used to add...
Demystifying the private sector : the use of publicly accessible records to report on private equity firms
(University of Missouri--Columbia, 2023)
, thus giving journalists the tools to hold power to account and fulfill the watchdog role of the press. This research was conducted through the lens of political economy theory, which studies the relationships between individuals, governments and public...
Source credibility and the persuasiveness of public saftey messages communicated via social media
(University of Missouri--Columbia, 2012)
Social media communication networks such as Twitter and Facebook are changing the way organizations and communities alert the public of timely public safety information related to natural disasters, man-made events or other crises. This quantitative...
Building a media agenda on health disparities : how issue perceptions and news values work to influence effectiveness
(University of Missouri--Columbia, 2006)
Building on prior literature conceptualizing the role of public relations in influencing the media agenda, this study proposes a model of agenda building that explores the determinants of the agenda building process and centers around the dynamics...
This is not a moment. This is a movement : how national newspapers reported 2015 protests against racism at the University of Missouri
(University of Missouri--Columbia, 2018)
's death, which had garnered favorable public attention. Communications professor Melissa Click derailed national coverage at MU, however, prompting the newspapers to rely more heavily on the paradigm in their follow-up coverage of the protests....
Testing a model of resource assessment as a basis for developing strategic communication plans
(University of Missouri--Columbia, 2008)
[ACCESS RESTRICTED TO THE UNIVERSITY OF MISSOURI AT AUTHOR'S REQUEST.] This thesis proposes to build a theoretical framework, a Model of Resource Assessment, which can help Public Relations practitioners to perform better with a broader, yet...
The role of duty-based ethics in public relations: an ethical justification model for the actions of crisis communicators
(University of Missouri--Columbia, 2007)
This thesis explores how duty-based ethics can aid in explaining how public relations professional employed by corporations communicate with external publics, especially when organizations are faced with crises. A content analysis examined whether...
Crossing the school house gates : a media access audit of public high schools
(University of Missouri--Columbia, 2009)
This research tested the media access policy adopted by a large independent public school district in Oklahoma to determine if its high schools comport with district rules as applicable to self-governance theory. The researcher visited nine high...
Under the auspices of privacy � or not : surveying the state judicial treatment of access to government records
(University of Missouri--Columbia, 2008)
While privacy is paramount to a person's liberty interest, it is not absolute in all circumstances. Often, public interests trump an individual's right to privacy. Since the enactment of freedom of information statutes by every state, there is a...