In the 1970s, oil, gas and utility companies lost the American public's trust during the energy crisis. Faced with tighter government regulation, these companies turned to nonproduct advertising as a mouthpiece for the American company.At the time, Robert Meadow created a typology for nonproduct advertising by analyzing hundreds of nonproduct ads in several publications. According to Meadow, the ten categories that he created were the areas in which companies utilized nonproduct advertising.Yet, over twenty years later, companies in the 1990s confront many problems that plagued companies in the 1970s. However, the face of business has since changed. In contrast, global competition, equal employment opportunities and downsizing were not major issues twenty-seven years ago as they are today.Since Meadow published his typology of nonproduct advertising in 1981, no other typology has been put forth in nonproduct advertising literature. No one has compared his typology to current nonproduct ads in the 1990s to determine if there is a significant difference of the categories today as compared to Meadow's categories. Nor has any researcher questioned if the priority of the categories remains the same since his study was done. In addition, what types of organizations are using nonproduct ads today?Through a content analysis of nonproduct ads in the same publications that Meadow used, a significant difference was found in nonproduct ads of the 1990s in comparison to nonproduct ads in the 1970s. While image ads remained the largest used category of nonproduct ads for Meadow and the researcher's categories, none of the other categories ranked the same.According to the ranking of the categories, this study shows that the priority of the categories has changed since Meadow did his study. Findings also show that overwhelmingly, corporations remain the heaviest users of nonproduct ads while political use runs a distant second. / Department of Journalism

This research utilized a 1994 study administered by Marilyn Kern-Foxworth, et al. that examined the roles and status of black women in public relations, using individual and organizational discriminates.A survey of 46 questions was administered to 58 women over a seven-week period. The results offered the current profile of a black female practitioner, and suggested that both her role and status are closer to that of communication technician (low-level management) than to expert prescriber (high-level management).The study offered data not included in the original research, such as practitioner salary, region of practice, and professional affiliation. / Department of Journalism

This study explored the attitudes of public relations professionals regarding crisis communication strategies and discerned patterns of preferred crisis communication strategies through the use of Q Methodology. Using the strategies proposed by Benoit, Fink, Coombs and Lukaszewski as the basis for the concourse, a group of public relations practitioners with crisis experience were asked which crisis response strategy they preferred. Respondents fell into three factors. “Speedsters” focused on achieving a speedy response and building/maintaining the organization’s reputation during a crisis. “Character Builders” use compassion to build/maintain a favorable image and reputation. “Reactors” are focused not just on speeding up the process of resolving the crisis, but on reacting within one hour of the emergency. Coomb’s compassion strategy was favored by all three groups, but was valued most highly by the “Character Builders.” Implications for future research are discussed. / Department of Journalism

Summaries in Afrikaans and English / Text in Afrikaans / Deur die navorsing word aangetoon dat openbare skakeling en skoolbemarking wat huidig nog op 'n baie lae vlak in die Suid-Afrikaanse skoolwese funksioneer, 'n al grater noodsaaklikheid in Suid-Afrika gaan word. Die veranderings wat in die Suid-Afrikaanse onderwysstelsel beoog en aangebring word, met spesifieke verwysing na die desentralisering van die voorsiening, bestuur en beheer van die onderwys, het gelei tot die ontstaan van staatsondersteunde skole; 'n behoefte aan nuwe, bykomende bronne van finansiering vir die onderwys; en 'n behoefte aan toenemende ouer- en gemeenskapsbetrokkenheid by die onderwys. Dit het gelei tot 'n dringende behoefte aan verbeterde openbare betrekkinge en skoolbemarking. Met hierdie studie het die navorser gepoog om vas te stel waarom openbare skakeling en skoolbemarking in die nuwe Suid-Afrikaanse onderwysbestel noodsaaklik is; wat die aard van openbare skakeling en skoolbemarking is; wat die rol, funksies, terrein en werkswyses van openbare skakelbeamptes en skoolbemarkers in die staatsondersteunde skoal behels; en hoe die openbare skakeltaak van 'n skool gereel kan word en wat die eienskappe van die openbare skakel- en bemarkingsbeampte behoort te wees. Dit is gedoen ten einde te bepaal wat die opleiding van openbare skakelbeamptes en skoolbemarkers in Suid-Afrika behoort te behels en om 'n model op te stel vir, en strategie vas te stel waarvolgens die huidige situasie in Suid-Afrika ten beste en op die mees ekonomiese wyse aangepak kan word. Uit die ondersoek blyk dit dat die hantering van openbare skakeling en skoolbemarking in staatsondersteunde skole in SuidAfrika in die proaktiewe opbou, skepping·en handhawing van 'n vertrouensverhouding met al die belanghebbendes le. Dit behels onder meer dat die bestuursrade en bestuurskomitees van staats- ondersteunde skole die reg en mag het om besluite aangaande geordende, doelgerigte openbare skakeling en skoolbemarking te neem en dit tot voordeel van die skool aan te wend; en om besluite oor die aanstelling van beamptes en/of daarstelling van fasiliteite vir die opleiding van openbare skakel- en bemarkingsbeamptes te neern. Voorts beskik skole oor 'n ryk bron van mensepotensiaal vir openbare skakeling en skoolbemarking wat ontwikkel kan en behoort te word. / The results of this research show that public relations and school marketing which at present play a very low-key role in the South African school system, is going to become an absolute necessity in future. The changes planned and brought about in the South African education system, with special reference to the decentralisation of the supply, management and control of education, have resulted in * the inception of state-aided schools; * a need for new and additiona! financial resources for education; and * a need for increased parent and community participation in education. These, in turn, have led to a urgent need for improved public relations and marketing in schools. The aims of this study were to ascertain why public relations and the marketing of schools have become necessary in the new dispensation of education in South Africa; what the nature of public relations and marketing in schools comprises; what the role, function, area and work method of public relations and marketing officers in schools are; and how the public relations task can be organised and executed in a school and what characteristics the public relations and marketing officer should ideally have. This was done in order to ascertain what the training of public relations and marketing officers in South Africa should encompass and also to enable the researcher to draw up a model and strategies for the best and most economic way in which to rectify the current situation in South African education. It has emerged from this research that the handling of public relations and marketing in the state-aided school in South Africa lies in the proactive creation, development and maintenance of a trusting relationship between all interested parties. It also emerged that managing councils of state-aided school have the right and power to make decisions regarding ordered, purposeful public relations and marketing to the benefit of their schools; and decide about the appointment of officers and/or ,creation of facilities for the training of public relations and marketing officers. Furthermore, schools have a rich source of people potential for public relations and school marketing which can and should be developed. / Educational Leadership and Management / D. Ed. (Education Management)

The problem of this study was stated in the form of a question: What is the relationship of leadership roles occupied in high school to leadership roles occupied during the first ten post graduate years and what are the possible implications for the improvement of education for leadership? The accepted hypothesis was that the occupying of leadership roles in high school does lay the foundation for occupying community leadership roles.

Since abolition, women have used the media to bring attention to causes and injustices in society. Issues faced by these women are some of the same issues faced by women in public relations today and possibly the future. This paper is the history of the women of pre-professional public relations in relation to their use of the media to bring about change and communicate with an audience. It also discusses the evolution of the public relations profession as it pertains to the parallel issues that the women of the first wave faced in relation to the second wave, or professional era. The paper will then synthesize these two eras in public relations and discuss the future of women in the profession as seen by researchers and women practicing at this time.

Title: Public Relations tools and activities of ice-hockey team HKM Zvolen Goals: The objective is to analyze and appraise Public Relations tools and activities of ice- hockey club HKM Zvolen which are aimed at target group of fans. As a follow-up to the executed analysis and appraisal other possible solutions of effective communication with fans, that would lead to improvement of club's name, increasing its popularity among the public and mainly enlargement of fans basement connected with higher fans attendance of home games, will be suggested. Methods: The determinated objective is achieved by using analysis of documents and texts followed by descriptive analysis which were the base for creating summary of Public Relations tools and activities towards fans basement of ice-hockey club HKM Zvolen. To gain more detail information, which is not accessible to the public, cooperation with club's management in form of interview was very helpful. Results: The result of this paper is elaborated analysis and summary of PR communication of ice-hockey club HKM Zvolen with its fans during the previous season 2013/2014. On the basis of findings fan relations plan for long-term part of league for coming season 2014/2015 has been created. Fan relations plan was presented in front of management of ice-hockey...

Title: Pilsner Urquell sponsorship of Czech ice hockey national team The Objective of the Thesis: The goal of this thesis is to create a comprehensive proposal of partnership activities between Pilsner Urquell and the Czech national ice hockey team for the 2016/2017 season. The conclusions and recommendations of this thesis are based on a thorough analysis of the same partnership in the 2014/2015 season within the frame of ICE HOCKEY campaign. Method: There were multiple methods of qualitative analysis used in the research section of the thesis. The relationship between both the sport association and Pilsner Urquell was analysed using a case study, document analysis and direct observation, with communication campaign as well. The data collection process was facilitated by a structured interview with the marketing department of both sides. Results of the thesis: The outcome of this thesis is a comprehensive proposal of a PR campaign for the 2016/2017 ice hockey season. The proposal includes concrete communication measures and initiatives that establish the partnership between the Czech National Ice Hockey Team and the Pilsner Urquell company. All individual initiatives are described in terms of their mission in the context of the overall partnership, the steps required to their realization, and...

This thesis aims to describe the process of rebranding SkoFIN (Volkswagen Financial Services) and especially its communication through PR tools. ŠkoFIN was present at the Czech market since 1992 and after 23 years decided for a complete rebranding of the company. It changed not only the name but also the logo and corporate colors. The thesis analyzes used PR tools, puts them in the context of marketing campaigns and deals with generated media articles. It also contains the analysis of public opinion using a questionnaire survey. This thesis focuses on the analysis of media articles and a way of perceiving the changes by public.

D.Com. / Public relations is an organisational function in transition, but for that matter the whole management function is currently experiencing a period of change. Had public relations already been an established field of study at the beginning of this transition period, the necessary adjustments to existing practices and the adaptation to external environmental changes would have proceeded with less difficulty.