Presenting a robust introduction to public relations strategy, this book helps readers explore their perceptions of what strategy is or might be; highlights influencers of strategic decision making such as distinctions among B2B, B2C, and B2G as well as public relations roles and organization types; discusses the education and training value and limitations of the popular case study; and provides a easy-to-understand overview of four theories important for every "student" (academic and non-academic) of public relations to understand. Excellence theory, contingency theory, rhetorical theory, and social capital theory are introduced. In the spirit of praxis (the application of theory to practice), the authors provide theory-specific and other relevant "keys" for use as the reader seeks to apply what is read to actual public relations cases. As might be expected, highly structured case studies that clearly distinguish between objectives, strategies and tactics are included for the purposes of education and training. The featured set of case studies includes: March of Dimes Rebrand; Inside Pediatrics Children’s Mercy Kansas City; Vanity Fair Women Who Do LiftTOUR; TouchNet + Heartland; WeatherTech Public Relations Super Bowl Ad Buy; ZF Race Reporter/Fan Reporter: Europe, Japan and the US; Pinnacle Not So Silent Night; Lee Jeans—Influencer Relations; Fight CRC One Million Strong Collection; Tips for Kids—Seventeen Years Later; and Dairy Queen’s Fan Food Not Fast Food Campaign: Retrospective Cases Analysis from the Outside.
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Praxis at Its Best
Tricia Hansen-Horn and Adam E. Horn
A Communication Network Perspective
J. David Johnson
This book provides the first truly comprehensive treatment of three topics that have traditionally been treated separately: teamwork, leadership, and communication. Teamwork has become central to the operation of the modern organization. People from diverse backgrounds culturally, professionally, and demographically must work together to develop the well-rounded decision making needed for organizations to survive in our modern economy. Leadership, and relatedly management, have more traditionally been the focus of organizational operations.
While it is easy to rule by dicta, it is much more difficult to establish a framework in which true teamwork is possible. Teamwork is a very fragile thing. The minute managers start becoming too directive a slippery slope is started in which one's followers, perhaps better cast as team members, constantly look to them for direction and approval rather than acting on their own best instincts. Communication plays a central role in resolving these tensions. Messaging is central to traditional management functions, while providing a communication network structure that enables action is a more subtle, but longer lasting function of leaders. All three processes, teaming, leading, and communicating, must act in concert for the many benefits of teamwork to be realized.
Communication Freedoms and Limits
Edited by Harvey Jassem and Susan J. Drucker
Cities are where the majority of people in the world live. As such, it is critically important to understand cities when seeking to address quality-of-life issues. While the concentration of people in cities presents many complex issues that warrant attention, the focus of this book is on urban communication and human interaction as regulated by municipal governments. Thirteen scholars—whose backgrounds range from community organizing, to law, telecommunication, architecture, city planning, art, policy studies, and urban communication—examine public communication venues and opportunities, all of which are impacted by municipal regulation.
Whether it is the selective funding of public art, the establishment of architectural standards for public buildings, the regulation of signage, public assembly, food trucks, or telecommunication access, the authors in Urban Communication Regulation: Communication Freedoms and Limits contend that urban policy and regulation shape communication in cities. Through zoning, funding, "private law," and a host of other means, the regulation of communication has significant impacts on the quality of life for those who live in cities. The essays in this volume focus on many of these impacts, and suggest both why and how municipal regulation can improve the quality of urban communication.
Research in Honor of Pamela J. Shoemaker
Edited by Carol M. Liebler and Tim P. Vos
Media Scholarship in a Transitional Age honors the significant and lasting contribution that Pamela J. Shoemaker has made to mass communications research. Her body of work, spanning four decades, has included groundbreaking conceptual and methodological advances, particularly in the areas of gatekeeping, survey research and content analysis. The chapters in this collection build upon her legacy in both theory and method, and particularly in the area of news research. At the heart of the book are chapters that apply concepts found in Shoemaker’s earliest work, such as deviance and newsworthiness, and extend theories such as gatekeeping and agenda-setting into the digital era. Empirical analyses on topics such as international and political news provide insights into journalism in these transitional times. Additional chapters explore digital media and the "mediated method." The closing section, Reflections on the Transitional Age, includes two chapters that pay homage to Shoemaker’s contributions through discussion of the importance of theory and research from a personal perspective. The final chapter challenges academics to consider the implications of the digital era for scholarly creativity.
A collection with wide appeal to all media scholars, Media Scholarship in a Transitional Age is particularly well-suited to graduate student seminars on mass communications theory, media sociology and news scholarship.
Adolescents Talk about Romantic Relationships and Media’s Sexual Scripts
Stacey J.T. Hust and Kathleen Boyce Rodgers
Adolescents and emerging adults today spend an estimated seven hours daily attending to media. The media teens attend to commonly present relationships between men and women as a "game" or "competition" in which women seduce through their physical appearance and the masculinity of men is defined through sexual conquest. A growing body of research suggests that viewing this sexualized media may contribute to adolescents’ and emerging adults’ understanding of and behaviors around romantic and sexual relationships. Using social cognitive theory of gender development, scripting theory, and heterosexual script theory as a framework, Scripting Adolescent Romance presents methods and analyses of data from in-depth interviews with 16 high school and young college students, and focus groups with over 100 individuals in this age group. Findings provide a rarely seen view inside youths’ private spaces—their bedrooms and their social media spaces. In often highly-personal conversations, youth provide in-depth information about how they understand and navigate virginity, romantic relationships, sexual situations, and interpersonal violence. Their discussions of "Netflix and chill," Facebook stalking, and the scorecard script illuminate aspects of romance and sex that may be uniquely characteristic of today’s young people. This book is a must-read for parents of adolescents, and promises to be an enjoyable, insightful text for classes about media effects, adolescent development, gender roles, and sexual health.
Indigenous Activism and Climate Politics
Anna Roosvall and Matthew Tegelberg
Media and Transnational Climate Justice captures the intriguing nexus of globalization, crisis, justice, activism and news communication, at a time when radical measures are increasingly demanded to address one of the most pressing global issues: climate change. Anna Roosvall and Matthew Tegelberg take a unique approach to climate justice by focusing on transnational rather than international aspects, thereby contributing to the development of theories of justice for a global age, as well as in relation to media studies. The book specifically explores the roles, situations and activism of indigenous peoples who do not have full representation at UN climate summits despite being among those most exposed to injustices pertaining to climate change, as well as to injustices relating to politics and media coverage. This book thus scrutinizes political and ideological dimensions of the global phenomenon of climate change through interviews and observations with indigenous activists at UN climate summits, in combination with extensive empirical research conducted on legacy and social media coverage of climate change and indigenous peoples. The authors conclude by discussing transnational solidarity and suggest a solidarian mode of communication as a response to both the global crisis of climate change and the broader issues of injustice faced by indigenous peoples regarding redistribution, recognition and political representation.
Representing Bullies and Victims in Popular Culture
Emily D. Ryalls
The Culture of Mean is the first book-length feminist critical exploration of representations of youth bullying in media. Bringing into conversation scholarship on feminism, media, new communication technologies, surveillance, gender, race, sexuality, and class, Emily D. Ryalls critically examines the explosion of discourse about youth bullying that has occurred in the United States during the last two decades. Countering the monolithic and extreme cultural reaction to narratives about bullying, Ryalls argues that, while it seems common sense to view bullying as always wrong and dangerous, not all aggression is bullying and it is problematic to assume so, because it becomes very difficult to differentiate between healthy conflict and unhealthy (potentially violent) torment. Moreover, since the label "bullying" often does not differentiate between teasing, conflict, sexual harassment, and violence, increasingly the most common way to deal with young people accused of bullying is to criminalize their actions. Through an analysis of books, film, television, and journalistic accounts of bullying, The Culture of Mean shows how constructions of bullying in popular culture create an overly simplistic binary of good and bad people. This process individualizes the problem of bullying and disallows a more complex understanding of the structural issues at work by suggesting that putting an end to bullying simply requires incarcerating those evil teens who are prone to bullying behaviors. This critical perspective of bullying will be of interest to scholars and students interested in the fields of girls’ studies, cultural studies, communication, education, sociology, and media studies, as well as parents of school-aged children.
Viewer and Fan Engagement with Digital TV
Television 2.0 sets out to document and interrogate shifting patterns of engagement with digital television. Television content has not only been decoupled from the broadcast schedule through the use of digital video recorders (DVRs) but from broadcasting itself through streaming platforms such as Netflix, Vimeo and YouTube as well as downloading platforms such as iTunes and The Pirate Bay. Moreover, television content has been decoupled from the television screen itself as a result of digital convergence and divergence, leading to the proliferation of computer and mobile screens. Television 2.0 is the first book to provide an in-depth empirical investigation into these technological affordances and the implications for viewing and fan participation. It provides a historical overview of television’s central role as a broadcast medium in the household as well as its linkages to participatory culture. Drawing on survey and interview data, Television 2.0 offers critical insights into the ways in which the meanings and uses of contemporary television are shaped not just by digitalization but by domestic relations as well as one’s affective relationship to particular television texts. Finally it rethinks what it means to be a participatory fan, and examines the ways in which established practices such as information seeking and community making are altered and new practices are created through the use of social media. Television 2.0 will be of interest to anyone teaching or studying media and communications.
The Social and Technical Anatomy of Digital Bodies
Edited by Jaime Banks
Leara D. Rhodes
This book equips students and practicing journalists with information on why and how to implement a course of action for Peace Journalism. Secondary literature and primary examples are used within all chapters to offer a personal examination of the importance of applying concepts of Peace Journalism in the field as journalists cover conflict. Peace Through Media also identifies how journalism and political science are merging in areas related to conflict resolution. By understanding how both the journalists and the political scientists think about Peace Journalism, collaboration may follow and the benefits of finding peaceful resolutions to conflicts may be a possibility.