The purpose of this research is to describe and analyze the public relations elements of Mothers Against Drunk Driving’s campaign to prevent underage drinking. The focus will be Mothers Against Drunk Driving (MADD) and its current communication strategies and possible future initiatives. An analysis of underage drinking in the United States provides the necessary background for MADD’s change in its prior mission statement and goals. The public relations strategies of MADD will be analyzed through the characteristics of organizational excellence, models of public relations and focus principally on the factors for self-directed change. After discussing the basic foundations of MADD’s current campaign, an analysis of underage drinking on college campuses explains the need for a separate campaign for the college community. The results of MADD’s public relations and campaign will be discussed in closing. / text

The principal theory in the field of public relations, grounded in the landmark Excellence Study headed by J.E. Grunig (1992), has moved from viewing activist groups as posing a threat to organizational effectiveness, to recognizing their positive influence on the development of Excellent public relations practices, to incorporating the activist perspective into the main research agenda. The public relations practices of activist groups are similar to those of their target organizations, and research has demonstrated that both parties are more likely to achieve their respective goals if both use symmetrical strategies. Factors that have been found to be critical to the success of activist groups include their ability to maintain the viability and legitimacy of the organization and the issue(s) it pursues, and their ability to build relationships of trust with its members, complementary organizations, legislative bodies, and the press. Since web-based communication has become a principal source of counterbalancing their disadvantage in resources vis-à-vis the targeted institution(s), the ability to take advantage of the potential of online media has also become critical to the success of activist groups. Another important source for counterweighing the “deep pockets” of their corporate or governmental adversaries, and thus a critical factor for success, is the “motivation and fervor” of the members of activist groups. Whereas the public relations behavior of corporations and governments is primarily cued by highly rational and regulated guidelines at the organizational (meso) level, activist public relations behavior is often grounded in highly emotional considerations at the personal (micro) level. This raises the question: how can the public relations practices of an activist group affect its members at the personal level? Bandura’s model of self-directed change (1990) offers a promising framework for addressing this question, as it facilitates the evaluation of an activist group’s public relations campaign in terms of its effectiveness in reinforcing the motivation, social and self-regulatory skills, and self-efficacy of individual members. The model suggests that effective activist public relations practices are not only successful in preserving viability and legitimacy at the meso level, but also enhance empowerment at the micro level. / text

The complexity of mental development in humans together with human interaction in the social context presents itself to be a continued source of investigation and exploration. Emotional Intelligence (EI) is such a field of study in the discipline of psychology. Researchers emphasized the importance and value of emotional development ("soft-skills") equal to cognitive development (“hard-skills”). EI abilities are associated with key skills and competencies required for operating successfully in today’s organizations. This study focused on this theme specifically and tried to determine how EI training impacted on the success of the individual who fits the modern working profile and how emotionally intelligent employees are beneficial to organisational success overall. An ethnographic qualitative study (including an autoethnography) was performed on individuals of different participant groupings who completed the Neuro-Link EI Program. The aim was to assess if they showed increased growth in areas of EI, specifically addressed in the program namely self-awareness, self-management, social awareness, and social management. Findings indicated that EI training works with positive results. It was of great value to the individual having an immense impact on their personal lives. It further had a major positive impact on the group dynamics of individuals who attended the training. At companies where facilitators presented the program, EI training had a positive impact. A conclusion on the impact that such training had on the two companies whose staff members directly participated in this study, was not yet possible at the time of the study. The development of an awareness model for the promotion of EI training in the workplace is recommended. This may increase available knowledge regarding corporate EI training but also accelerates an emerging, but a too slowly growing movement. / Psychology / M.A. (Psychology)

Text in English / Exploring the Impact of Emotional Intelligence Training in the Workplace. The complexity of mental development in humans together with human interaction in the social context presents itself to be a continued source of investigation and exploration. Emotional Intelligence (EI) is such a field of study in the discipline of psychology. Researchers emphasized the importance and value of emotional development ("soft-skills") equal to cognitive development (“hard-skills”). EI abilities are associated with key skills and competencies required for operating successfully in today’s organizations. This study focused on this theme specifically and tried to determine how EI training impacted on the success of the individual who fits the modern working profile and how emotionally intelligent employees are beneficial to organisational success overall. An ethnographic qualitative study (including an autoethnography) was performed on individuals of different participant groupings who completed the Neuro-Link EI Program. The aim was to assess if they showed increased growth in areas of EI, specifically addressed in the program namely self-awareness, self-management, social awareness, and social management. Findings indicated that EI training works with positive results. It was of great value to the individual having an immense impact on their personal lives. It further had a major positive impact on the group dynamics of individuals who attended the training. At companies where facilitators presented the program, EI training had a positive impact. A conclusion on the impact that such training had on the two companies whose staff members directly participated in this study, was not yet possible at the time of the study. The development of an awareness model for the promotion of EI training in the workplace is recommended. This may increase available knowledge regarding corporate EI training but also accelerates an emerging, but a too slowly growing movement. / Psychology / M.A. (Psychology)