Med grund i ett för journalistiken fallande förtroende, vilket i kombination med PR’s ökade inflytande anses medföra en demokratisk utmaning, är syftet med denna studie att komparativt se på publikens förtroende för varumärken respektive journalistik. Inledningsvis intresserar den sig för vilka, om några, skillnader och effekter det finns på förtroendet beroende på avsändartyp. Den undersöker också om förtroendet influeras av publikens individuella faktorer och/eller socioekonomiska förhållanden. Studien har en kvantitativ ansats med ett webbexperiment och en tillhörande enkät som metod. Sammantaget har 141 respondenter, uppdelade i fem grupper, besvarat totalt tio frågor. Av dessa sökte åtta stycken efter individuella och socioekonomiska förhållanden, medan resterande två avsåg mäta förtroendet och upplevelsen kring ett innehåll. Experimentets sample bestod av svenskar, vilka nåddes genom en efterlysning på Facebook. Uppsatsens teoretiska ramverk består av Agenda Setting Theory, Uses and Gratifications och Kulturellt kapital, tillsammans med föregående forskning rörande journalistik, PR, förtroende, digitalisering samt medier, demokrati och samhälle. Sedan tidigare finns en vetenskaplig grund beträffande förtroendet för journalistik, däremot har detta inte satts i relation till varumärken. Man har inte heller engagerat sig i andra faktorers eventuella påverkan på en individs förtroende. Resultaten visar inga signifikanta förtroendeskillnader mellan varumärken och journalistik, inte heller i en jämförelse specifika aktörer emellan (Dagens Nyheter, Aftonbladet, Volvo och Volkswagen). Istället för avsändare, har individfaktorer visat sig vara av större relevans för förtroende. I synnerhet utmärker sig utbildningsnivå och grad av politiskt intresse, där högt utbildade och högt politiskt intresserade tenderar ha ett lägre förtroende i förening med ett mer kritiskt förhållningssätt. Samma samband yttrar sig också ju mer politiskt högerställd individen anser sig. Som konklusion baseras individens förtroende inte på avsändaren, utan snarare på dennes socioekonomiska och individuella faktorer. / The purpose of this essay is to study the public’s trust in journalism and brands respectively, as well as potential effects and differences that exists within this trust, depending on the messenger. The research also investigates the socioeconomic and individual factors of the public that might affect their trust. The study departs from the facts that trust in journalism is currently in a down-moving spiral, which, in connection to the expansion of Public Relations, creates a problem for both democracy and society. The study was conducted through a quantitative method in the shape of a web experiment, accompanied by a survey. 141 respondents, divided into 5 groups, answered a total of 10 questions, out of which 8 asked about the respondents’ individual and socioeconomic factors, and 2 asked about the respondents’ experience of a specific content from different messengers. The sample in the experiment consisted of Swedish men and women whom were found via Facebook. The theoretical framework of the study comprises Agenda Setting Theory, Uses and Gratifications and Cultural capital, together with previous research affecting journalism, PR, trust, digitalization, media, democracy and society. There are already quite a lot of research regarding trust in journalism, but never before has this been compared to the trust in brands. Neither has socioeconomic factors been looked at as a contributing factor to an individuals’ level of trust. The results of the study show that there are no significant differences in trust towards journalism and brands, neither have we found differences between specific senders (Dagens Nyheter, Aftonbladet, Volvo and Volkswagen). Neither age, gender, profession, news consumption nor internet use seemed to have any effect on trust. However, education and political interest stand out. Higher education, as well as higher political interest, gives a lower trust and a stronger criticism of source. A rightward political orientation can be linked to lower trust as well. Thus, the audience’s trust is not based on the messenger, but rather on individual attributes and characteristics.

The International Public Relations Association (IPRA) in their Gold Paper No.7 (1990:6) recognises two schools of thought about education and training for public relations : one that it is preparation for a technician level post and the other that it is preparation for management. These two approaches broadly represent that of public relations education in the USA and that in Europe, respectively. These two different approaches differ markedly. South African tertiary education utilises both of these approaches, university education in public relations following the European model, and technikon education following the model of the USA. This has created confusion in industry and, as a result, graduates of both universities and technikons are often not given due recognition. It also results in public relations not realising its true potential. Added to the foregoing, there are fundamental problems in the field of public relations itself, such as its lack of definition and also of scientific status and professionalism. South Africa is currently introducing an outcomes-based approach to education throughout its tertiary education system. While the introduction of a particular curriculation approach such as outcomes-based education would be problematic in the general sense because of the fundamental problems of public relations, it is particularly so in the South African context where public relations education is being offered in accordance with the two different approaches to education. For this reason, this study seeks to provide guidelines for the curriculation of technikon level public relations education within an outcomes-based approach to education. The compilation of a set of guidelines for technikon level public relations education will serve a useful purpose in several directions, as set out below:- (1) The confusion in South African industry with regard to the recognition of the abilities of public relations graduates can be alleviated. (2) The path can be opened for the accreditation of public relations graduates to be instituted. (3) The chances of graduates gaining managerial positions and of becoming members of the dominant coalition of an organisation and of being able to utilise the Excellence Model of public relations practice will be promoted. (4) Research is more likely to be theoretically-grounded and is likely both to increase in volume and to make a worthy contribution to development in South Africa. (5) The chances of the fundamental problems of the field of public relations being engaged will be enhanced and this could make significant contributions to the field on a generic scale. (6) The fulfilment of the requirement of The White Paper (1997) that South African tertiary education carry out its function with economy and efficiency will be facilitated. In order to fulfil the primary purpose, current approaches to tertiary level public relations education will be analysed and assessed in various contexts; weaknesses and strengths in current curriculation perspectives adopted for tertiary level public relations education will be identified; the impact of the educational context on the curriculation of technikon level public relations courses will be analysed; and a theoretical framework for understanding the context of technikon tertiary level public relations education will be developed. The foregoing yield information for the compilation of guidelines and recommendations for technikon level public relations education in South Africa. / Prof. S. Verwey

M.A. / This study determines the role of public relations as a marketing communication function in RAU's integrated marketing communication approach. The research topic was selected for numerous reasons. Firstly, dramatic changes have occurred in the tertiary educational domain, which causes universities to adapt their marketing communication approaches. Based on these environmental changes, the Public Relations Division at RAU commissioned the study on the research topic, which is the second consideration for the study. The debate on integrated marketing communication shows, in the third place, that this approach is increasingly important. On closer investigation there is a definite need for a thorough literature review with an authentic integrated marketing communication approach, driven by the integrated organizational functioning and processes. From a public relations perspective, on closer investigation, there is a need for the direct empirical examination of the role of public relations as a contributing function of integrated marketing communication in order to narrow the gap between literature and empirical evidence. To achieve the research objectives, an extensive literature study had to be undertaken. Integraled marketing communication had to be researched in depth, to achieve a thorough understanding of the philosophy of integrated marketing communication. Hence, the contextualization of integrated marketing communication was examined to understand how the concept is applied within an organizational setting. Following from this, it was established that the integrated marketing communication programme can be seen as the advanced application of integrated marketing communication within the organizational context. The role of public relations as a marketing communication function was then explored within this integrated marketing communication approach. It was established that a shift towards a more marketing:oriented approach to public relations was increasing, thus the importance of marketing public relations. The study was enhanced by two phases of research conducted within RAU to meet the objectives of the study. The first, quantitative phase determined the extent to which RAU's communication activities is integrated. The measuring instrument used is the integrated marketing communication mini-audit scale. It is essential to note that all organizations are integrated to a certain extent (Duncan & Moriarty, 1997:14). Therefore, this study did not focus on establishing whether RAU as an organization is integrated. In the second, qualitative research phase, the role of public relations as a marketing communication function within RAU's integrated marketing communication approach was determined. The issue that became apparent throughout this study was that integrated marketing communication in any organizational context is of strategic importance for the "unity of effort" of the greater well-being of the organization. It was found in this research project that there are fundamental concerns for RAU regarding integrated marketing communication, and that public relations is practised on a technical, traditional level. The results of this study are primarily based on three key findings: firstly, the lack of core competency within the Division of Public Relations, secondly, the lack of cross-functional planning and operations within this department, and thirdly, a lack of interactivity with stakeholders. It is put forward that RAU should concentrate on the basic requirements and infrastructure necessary to utilize integrated marketing communication and that marketing public relations should be an integral part of the functioning of RAU as a tertiary educational institution.

The United Arab Emirates (UAE) became known to the world when oil was discovered. Since that tine, the country has modernized and developed into one of the largest trading centers in the world. The purpose of this research is to identify companies in the UAE who are currently using public relations, and those that would benefit from its use. The objective is to provide marketing managers with the knowledge of the benefits of public relations and how it could be used to advantage in their marketing plans. Primary and secondary data was selected for the study. Primary data consisted of a survey undertaken by a questionnaire with forty managers of various organizations in the private and public sectors of the UAE to learn how public relations was being used in their marketing strategies, and how much they know about public relations. The results of the survey indicated that most marketing managers were knowledgeable about public relations, but would benefit from learning about how it could be used to greater advantage. It was proposed that seminars be conducted for marketing managers focused on how public relations could be used and the benefits to be derived from its use.

Thesis (MTech (Public Relations Management))--Cape Peninsula University of Technology, 2017 / In popular opinion political public relations practitioners have long been regarded as spin doctors. Their lane of actions is mostly viewed as propaganda and they are perceived as spin doctors who manipulate power-relations. The pervasive role of public relations in political campaigns cannot be denied as political actors rely on communication to reach their key stakeholders. While it can be used as an important tool that can mediate in these power relations, the facts remain in the case of this study that the political party campaign communication was rather reactive than strategic. The answer lays in the accurate application of the strategic nature and role of public relations. I believe that there is a strategic public relations role that is evident and has to be played in political party campaign communication. As a matter of fact, public relations strives to ensure an effective and efficient communication on behalf of its organisation. The purpose of this study was to explore the application of public relations principles in political parties’ campaign communication of the Democratic Alliance, in the context of three other political parties in a regional newspaper during the build-up to the 2014 South African general elections. Four distinct political parties were at the centre of this research, namely African National Congress, Democratic Alliance, Economic Freedom Fighters and Agang. Particular attention was given to the elite parties, African National Congress, and Democratic Alliance; the main environment of the study. It is true that political parties ‘communication with stakeholders reflects in essence public relations. Managing communication to promote the organisational agenda is to talk about issues important to both the public and the political party. This suggests that an effective political organisation will act on a two-way operation to build a common political position that influences public attitudes. Hence, a comparative case study was used as the strategy of inquiry. I conducted a content analysis of the political party campaign communication of the Democratic Alliance, covered in the Cape Times newspaper; as well as their election manifesto, to identify the public relations principles and strategies that were used. The daily newspapers were surveyed from January 8 to May 7, 2014. An overall of one hundred and forty-four related newspapers articles were analysed and formed the data for analysis. A close reading and counting of frequencies of varieties of themes in the newspaper revealed that the Democratic Alliance, as well as the African National congress, took a tactical and responsive approach, rather than a strategic and proactive approach, to their political party campaign communication. News coverage indicated that there was extensive counterpunching to other political parties ‘statuses, but very little promotion or management of the issues included in their election manifesto. Nkandla was the most controversial issue covered in the pre-election media coverage; while the proposed merger with AGANG; and the subsequent fall out was damaging to both political parties ‘reputation and relationship with voters. Therefore, more research on this topic needs to be undertaken, as public relations is crucial in translating public opinions to the organisation. In the political scope, this can serve as an attempt to adjust the socio-political environment to suit the political principles, as well as to help the political principles adjust to the environment by creating the right balance to mutual benefit an organisation and its publics that further ensures a real participatory democracy. Further studies should be done to investigate whether, the advocacy of the two-way symmetrical, as a way to central route to persuasion, along with the dialogical approach can impact on more effective decisions making, and ultimately create a more dynamic public sphere that seeks the resolution of socio-political conflicts. This new knowledge will lead to guidelines for public relations practitioners and can provide useful insights for political communication specialists.

"Since Claxton High School is among the few schools in its geographical area which have a physical education program, and since that program has been in effect for only a short period of time, it is felt that the people of the community need to be more fully acquainted with the program in order to appreciate its values. Therefore, the purpose of this study is to determine if the high school circus, presented as representative of the total physical education program, is valuable as a public relations project"--Introduction. / Typescript. / "August, 1954." / "Submitted to the Graduate Council of Florida State University in partial fulfillment of the requirements for the degree of Master of Science." / Advisor: Kenneth D. Miller, Professor Directing Paper. / Includes bibliographical references (leaves 25-26).

This qualitative research study comprised of six case studies explores museums’ practical usage of social media as an organization public relations tool. Analyzing six different museums using both surveys and interviews, this research provides a strategic, theory-based framework for any organization to utilize social media effectively by increasing public trust and engagement. Understanding the role that social media plays within organizational public relations is crucial for both for-profit and non-profit organizations. Because nonprofit organizations are often operating under time, personnel, and financial constraints, the accessibility and zero-cost of social media are hugely advantageous tools for non-profits organizations. However, without a strategy, their efforts to build meaningful relationships with their publics using these tools is futile. Museums are an under-studied but important field under this non-profit umbrella. The general ineffectiveness of museum usage of social media also target a key problem with social media usage by museums—the focus is on marketing, rather than on public relations, which leaves the communications from these institutions feeling robotic, inauthentic, and difficult with which to engage. Using Hon and Grunig’s (1999) four elements of OPR (Organizational Public Relations)—satisfaction, trust, control mutuality, and commitment—and the coorientaton model, this study provides insights into how museums and their patrons perceive the museum’s attempts at building OPR through social media. Findings indicate that while most museums and their patrons are in alignment of their perceptions of the museums’ efforts, many museums are ranking low on all four elements of OPR. In order for any organization to fully utilize social media, it must be used not simply as an arm of marketing or sales, but as an indispensable tool of building satisfaction, trust, control mutuality, and commitment, which in turn, lead to higher levels of engagement and future behavior intentions.

Largely developed as a professional occupation in the United States throughout the 20111 century, public relations now faces several changes and challenges as more American organizations venture onto the international landscape during the 21 st century. This study examined the evolution of public relations into an international practice, considering whether strategies and tactics are affected by cultural differences. The view that cultures can have an effect on the individual, communication processes and organizational practices is based on Hofstede's cultural dimensions. Palanca is a term used in Latin American societies, referring to the use of personal influence on one's behalf by relatives or friends. Guanxi, or personal connection, is a traditional practice of relationship marketing in the Chinese community. The literature review for the study examined the connection between cultural dimensions and this conceptualization of social networking in Latin America and China. The study investigated the effects of social networking on public relations practitioners in Latin America and China using a 15-item questionnaire conducted through email and telephone interviews. The analysis sought to determine how culturally-based social networking influences socialization, business practices, ethics and public relations strategies. The results for research question one indicated that palanca and guanxi were very similar in the cultural dimensions of individualism-collectivism and power distance; both are high collectivist and high power distance. They exhibited similarities related to uncertainty avoidance, though Latin America is high in uncertainty avoidance and China is medium. The two cultures differed along the dimensions of masculinity-femininity and long-term orientation. Research question two addressed business ethics related to culture. While practitioners did encounter ambiguous or unethical situations, their actions were largely dictated by the ethical standards and codes of their organizations. Research question three discussed public relations strategies and tactics. Public relations strategies were viewed as very similar to the U.S., regardless of where the respondents were based. Practitioners in both Latin America and China emphasized managing relationships as a vital component of public relations efforts. However, practitioners in China found media relations and the flow of communication to be underdeveloped in comparison to the U.S.

Researchers conducted a content analysis to measure framing of the public relations industry in 354 English language broadcast transcripts from the United States, Canada, and Australia from Sept. 1, 2009 to Aug. 31, 2010. The overall tone toward public relations was strongly negative. Mentions reflected one-way forms of communication and mentions of the pejorative term "PR" appeared more frequently than mentions of "public relations". The profession was almost always mentioned within the body of the broadcast, as opposed to the headline or the lead paragraph. Exploratory research showed 15 shows that included negative mentions 100% of the time. Additionally, 27 shows included zero positive mentions of either term. Of 251 speakers recorded during data analysis, 126 spoke of the industry negatively 100% of the time. American shows were most often negative. Stories about the public relations industry were most likely to reflect public relations as a two-way form of communication.

This study explores the theory of prosocial public relations as proposed by Wakefield, Burnett, and van Dusen (2011). The propositions put forth by the theory are that in gaining visibility and support for prosocial causes, an organization will engage in non-confrontational (prosocial) public relations by building up internal resources, reaching out to target publics, and making connections with those publics related to the cause. This single-case study explored the public relations and communication tactics of a nonprofit organization whose mission is to provide aid and service to the poor. A Council of the Society of St. Vincent de Paul located in the Western United States served as the case. Observations from this study were made through analysis of documentation and archival records and were supported through interviews with key staff members of the Society and field observations. The findings support the theory of prosocial public relations in that communication and public relations are vital aspects in the work of the nonprofit as it strives to gain visibility and support for the cause. Observations from the case study support that the Society builds up, reaches out, and connects with key publics. In addition, based on data, a fourth element of prosocial public relations, nurturing relationships, is proposed. This study begins to establish some of the public relations methods of how a successful prosocial nonprofit organization can build up, reach out, make connections, and nurture relationships through communication.