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Social media has radically altered today's media landscape, and presents public relations practitioners with new possibilities and opportunities to promote their companies. Social media enables public relations to observe in order to find out what people need; what content they are looking for; and how your company can help them. However, will engaging in online conversations give an organisation‘s consumers a voice? Past PR models illustrate how methods of communication was established and used in the past. However, the Grunig and Hunt two-way symmetrical model creates the possibility of two-way communication (dialogue) between consumer and organisation in which the power relations are equal. By applying Web 2.0 (social media) to these models, one can explore new ways of two-way communication. Finally by applying these elements to each other, a case study can be created to prove if social media can be used to create a dialogue between consumer and organization.

Thesis (M.S.)--Boston University / This study has been undertaken to study what role charismatic characteristics in a man play in Public Relations. It is my contention that when such supernatural gifts are found in a person, then this person need not follow -- indeed as in the case of de Gaulle does not follow -- the traditional channels of P.R. to achieve his ends. His charisma takes the place of a planned Public Relations program in molding Public Opinion. It acts as a channel of communications between the leader and the masses. It is an accepted fact that politcal leaders -- more so than other types (religious, educational, cultural) -- come to be what they are with the tide of historical circumstances. In times of crisis these leaders are selected from others -- maybe with similar personalities -- but with certain specific gifts of the body and spirit -- gifts that have been believed to be supernatural, and not accessible to everybody [TRUNCATED]

Submitted to the Faculty of Arts in fulfillment of the requirements for the degree of M Bibl in the department of Library and Information Science at the University of Zululand, South Africa, 1993. / Public relations is the art of relating to and communicating with one's public. The study emphasizes the dualistic nature of the concept, i.e. identifying the public's needs and wants ; and, keeping the public informed. PR is a planned process and planning effective PR programmes requires academic libraries to conduct a PR audit. The traditional concept of PR as merely a component of promotion is challenged. The role of PR is re-examined, indicating that PR could be regarded as the more dominant function over marketing of which promotion is only a component. An analysis of the statements by the Inter-University Library Committee (IULC) and the Committee of Technikon Principals (CTP) on the role of academic libraries, lends support to the view that PR should not be restricted to being a component of promotion, but that the converse should apply, and that promotion should rather become a component of PR. The view that academic libraries have a "captive audience" and therefore need not concern themselves much with PR, is therefore, rejected.. A survey of university and technikon libraries in South Africa shows that although PR should be a continuous and planned process of evaluating human needs and keeping users informed, only 33% of academic libraries have formal, planned PR programmes. Furthermore, the existing programmes address mainly one aspect of the PR function, namely that of keeping users informed. Only 26% evaluate user needs. This indicates that, for academic libraries, the PR audit is not yet fully visible.

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This thesis is about public relations as an occupation and a business. The study is focused on investigating the nature of the expertise utilised in public relations, ways in which it is exploited commercially, and the consequences such practices have for the occupational group and its economic existence. The theoretical framework for this thesis combines insights from the sociology of the professions, studies of cultural/creative professions, Bourdieu's approach to the study of cultural practices, and critical examination of professional services, such as management consultancy. In empirical terms, the thesis combines a range of data and analytical approaches. The key part of the thesis is a model of public relations expertise derived from an analysis of participant observation of professional training. Its component parts are identified as: picture of the world; conceptual frame; and working knowledge, which in turn is composed of problems, tools and truths. The thesis also offers a narrative analysis of competition case studies, a particular genre of practitionars accounts of their own work, leading to the conclusion that their role is to show practitioners how to make sense of the immediate experience of work within a more abstract and ordered professional framework. A range of secondary data on the industry and the labour force are reanalysed to show how expertise is transformed into a commodity that can be priced and sold. The transformation involves an understanding of demand and supply dynamics for PR services. Finally, through the analysis of routine practices, the thesis draws attention to the occupation's "split personality" - two coexisting yet contradictory ways in which practitioners think about public relations - and pursues it at the level of the group's strategies designed to counteract the weaknessess resulting from this unsettled identity.

The purpose of this study represents an illustration of the techniques of public relations in music education as well as the urgent necessity for their development. Especially during; this era, American public schools are faced with the problem of providing a balanced curriculum whose chief interests lie in subjects of a scientific nature. Educators feel that this type of training is not only necessary to keep the nation ahead or equated with others scientifically, but that it is inevitably the best in preparing the student for adulthood. Public school music, in many instances, has not lived up to its responsibilities in providing the kinds of music and the type of community service it should render. Consequently, many educators feel justified in either reducing or eliminating fine arts programs in their schools. It is necessary, therefore, that the music educator study measures of encouraging musical growth in his environment, and this growth can be assured through a study of the techniques and tools of public relations.

"The problem with which this investigation is concerned is the determination of the role played by public relations professionals in Texas politics. This exploration of modern campaign technology relies on a survey of related literature, published and unpublished, and on personal interviews conducted in 1968-69 with candidates for public office, party workers, public relations experts, campaign managers and consultants, and media specialists involved in the Texas Democratic Gubernatorial primary campaigns of 1968...the findings show that the public relations professionals are playing an ever increasing role in Texas politics and that their expertise and skills play a particularly important role in political campaigning. The Texas Democratic Gubernatorial primary campaign of 1968 illustrates the widespread use of professional consultants by Texas politicians and indicates that their use has had recognizable consequences for the distribution of power and influence."-- leaf [1].

The Diploma thesis is focused on publicity and public relations in non-profit organization. The first part of the work synthesizes theoretic findings from the field of communication, marketing and public relations and is using them to generate an overview of instruments and procedures suitable for use in a non-profit organization. Based on this theoretic assumption is Analysis of current communication system used by the organization. The main aim of this thesis is to draft a brand-new communication strategy, including a new graphic design, a set of communication tools and a system of their applications. The subject of the research is the Club For Old Prague, a civic association with more than a century long tradition in the field of architectural heritage protection and preservation the genius loci of our towns. The new communication strategy should help the Club to improve coordination of the flow of information, and through to newly created, unified and unmistakable image gain more publicity and public support for Club's goals.