This study examines how television executive producers are utilizing the social media platform of Twitter as a public relations tool. Utilizing a qualitative textual analysis, this study examines 10 executive producers' use of Twitter over a three-week period. The results of the textual analysis indicated executive producers primarily used Twitter as a public relations tool in five different themes: clarification, compliment, gratitude, promotion, and engagement. Future research should utilize additional qualitative research through in-depth interviews with industry professionals such as television executive producers or public relations firms that work directly with the television industry and those who specifically work with television executive producers.

Googling their employees and job seekers are becoming more common andin that we live our lives more and more on the internet it becomes moreimportant how we act and to think about what you publish on the internet.Each time you press a key, will leave a digital footprint behind and thereforeit’s important to know how to deal with this. The purpose was to describehow a person strategically can proceed to build an identity on the internet toget benefits in the job seeking process in the media industry and to describethe importance of the digital identity in the recruitment process in a smallertown. We’ve used a qualitative approach and made eight interviews withrecruiters from the media and also people who have built a digital identity.We’ve used Bauman’s theory about consumer society, Montoya’s eight lawsof personal branding and also theories about profiling, and communicationsplanning to analyze the material. We’ve found that a digital identity plays animportant role in the professional context in the media industry and cansometimes be crucial if a person gets a job or not. The first thing to do whenbuilding a digital identity is to find your core value, set goals and define thetarget audience in order to adapt to this when you convey your message. It’salso important to choose the right channel to carry the message through. Thedigital identity also needs to be updated and maintained regularly.

Our study illustrates health communication in order to find out how widespread the knowledge is about osteoporosis and how to reach out with health information to the public.   Our essay was conducted through quantitative surveys, which included 402 respondents. This in order to highlight the prevailing uncertainty about the public disorder osteoporosis, which is common in Sweden. We wish to examine trough which channels our respondents choose to collect their health information. The thesis framework includes theories such as McGuire’s ProcessingTheory, Agenda setting, Two-step hypothesis and Diffusion of innovation. Through these theories, we analyzed our empirical data that emerged.   The results showed that our respondents had very low knowledge of osteoporosis, although theyshowed interest for health information. The results also showed that respondents were consistent intheir actions regarding which channels they came to turn to. They prefered their health informationfrom news papers and family, friends and work colleagues. When asked where they got their information from, the respondents answered mostly from family, friends and work colleagues, followed closely by newspapers. This shows that respondents are more receptive to informationfrom the channels of their own choice. The results also showed that the propensity to change behavior increases with the age of the respondents.

Evolving communication technology, the increased volume of information needed by businesses, and the intensified competitive environment have made internal company communication more critical to business success. The purpose of this multiple case study was to explore strategies used by managers and leaders of 3 law firms in the Commonwealth of Virginia for assessing the effectiveness of their organization's internal communication channels. The participating firms were recognized by their peers as being exceptionally well-managed. Data from interviews and company documents were analyzed through the conceptual lens of the channel expansion theory and the use of software coding to identify patterns and themes. Three important themes emerged: informal assessment strategies, indirect assessment strategies, and efficient versus timely assessments. The first theme suggested the effectiveness of an informal assessment strategy, depending on the size and complexity of the organization. The second theme reflected the effectiveness of an indirect assessment for organizations that lack the resources to support a more direct and specific assessment process. The third theme reflected the participants' perceptions of informal and indirect assessments may be more efficient, the feedback from the assessments are often less timely. Managers may consider these themes in formulating communication policies. The findings of this case study may have implications for positive social and economic change. Small professional service firms, such as legal firms, provide important services to individuals, families, and businesses in their community.

Submitted by Noeme Timbo (noeme.timbo@metodista.br) on 2016-08-19T19:32:59Z No. of bitstreams: 1 Jefferson Ferreira Saar4.pdf: 2606103 bytes, checksum: ec75d1c1af2b8c18261c80c76d5bb4ba (MD5) / Made available in DSpace on 2016-08-19T19:32:59Z (GMT). No. of bitstreams: 1 Jefferson Ferreira Saar4.pdf: 2606103 bytes, checksum: ec75d1c1af2b8c18261c80c76d5bb4ba (MD5) Previous issue date: 2016-04-26 / The doctoral thesis discusses how the Methodist University of São Paulo (UMESP) and the University of Taubaté (UNITAU) using the high performance sport as a means of strategic divulgation. The study shows what is the relationship between the institutional and market communication of the universities and the high performance handball. The thesis presents the communication tools used by UMESP and UNITAU to publicize its sponsorship activities and evaluates the communication flow of marketers universities with sports managers handball. The comparison between universities gave up the use of research method of 'multiple case studies'. The documentary research and literature were used for the theoretical construction work. Data from the study subjects were collected by using the interview technique, those that adopted the characteristic 'semi-structured' with open questions and script use. It was concluded that the UMESP and UNITAU universities bit explore the victorious image of high performance handball investing as a strategic means of divulgation. / A tese aborda como a Universidade Metodista de São Paulo (UMESP) e a Universidade de Taubaté (UNITAU) utilizam o esporte de alto rendimento como meio de divulgação estratégica. O estudo mostra qual é a relação existente entre a comunicação institucional e mercadológica das referidas IES e o handebol de alto rendimento. A tese objetiva também, apresentar as ferramentas de comunicação utilizadas por UMESP e UNITAU para divulgar suas ações de patrocínio e, por fim, avaliar o grau do fluxo de comunicação dos profissionais de comunicação e marketing das IES com gestores esportivos do handebol. A comparação entre as IES analisadas deu-se pelo uso do método de pesquisa de ‘estudos de casos múltiplos’, já a pesquisa documental e a bibliográfica foram utilizadas para a construção teórica do trabalho. Os dados dos objetos de estudo foram coletados através do uso da técnica de entrevista, estas que, adotaram a característica ‘semiestruturada’ com perguntas abertas e uso de roteiro. Concluiu-se que as universidades UMESP e UNITAU pouco exploram a imagem vitoriosa do handebol de alto rendimento que investem como meio estratégico de divulgação.

The trend to take a stand in campaigns has been identified as an upcoming phenomenon and the term brand activism has been discovered in the context. One of the challenges that brands are facing is to keep the core identity and at the same time communicate responsible positions that consumers demand without getting inauthentic. Since little or no research has been done from the brand's perspective the study has found a research gap that could be filled by examining how their brand identity and political or social messages affect their campaigns. The purpose of the study is to look at three brands and their campaigns in relation to their brand identity and their role within the campaigns. Furthermore, the study investigates if there are any connections between brands taking a stand and brand activism. To achieve the aim of this research, a qualitative method has been conducted based on semi-structured interviews with three types of brands and an expert in communication. The results showed that brand activism in some cases has been used as a tool for brands to challenge structures and cause a dialogue, but the result also identified how brands manage to stay authentic while communicating societal issues.

Pour faire face au nouvel environnement stratégique, opérationnel et médiatique né de la fin de la Guerre froide et surtout pour tenir compte des leçons de leur engagement en Irak et en Afghanistan, les militaires britanniques ont fait de l'influence le concept majeur de leurs opérations. En 2009, ils publient ainsi trois doctrines (stabilisation, contre-insurrection et exécution des opérations) qui font de l' « influence » le principe directeur de toute opération militaire, voire leur objectif même. En s'appuyant sur la théorie du changement dans les organisations, cette thèse retrace les raisons (qu'elles soient politiques, qu’elles relèvent de l'opinion publique ou qu’elles proviennent des militaires eux-mêmes) qui expliquent pourquoil'institution militaire à dû innover. À travers les changements introduits dans la doctrine puis dans la formation des militaires et dans le renforcement voire dans la création de nouvelles unités, elle montre l'institutionnalisation de la transformation engagée en 2009. Enfin, elle s'interroge sur les défis que les militaires britanniques doivent encore relever afin de concrétiser cette nouvelle approche des opérations. / To face up to the new strategic, operational and media environments that emerged after the end of the Cold War, and above all to take into account the lessons of their involvement in Iraq and Afghanistan, the British military have turned “influence” into the major concept of their operations. Thus, in 2009, they published three doctrines (stabilisation, counterinsurgency and campaign execution) which establish “influence” as the guiding principle of any military operation, or even as its objective. Through the use of the theory of organisational change, this thesis traces the reasons (whether they are political or stem from the attitudes of public opinion or from the military themselves) that explain why the military had to change. Through the changes introduced in doctrine and then in the formation and training of the military and in the strengthening and even the creation of specialised units, itshows the institutionalisation of the transformation initiated in 2009. Eventually, it focuses on the challenges the British military must still take up so as to make this new approach to operations concrete.

Syftet med den aktuella studien är att se om kommunikatörer i offentlig sektor arbetar strategiskt med kommunikation och på så sätt bidrar till den egna organisationens måluppfyllelse och effektivitet.  Frågeställningarna är: Arbetar kommunikationsfunktioner och kommunikatörer inom kommuner, landsting och myndigheter strategiskt med kommunikation? Är strategiska arbetsuppgifter prioriterade och är kommunikationsfunktionerna bra på att utföra dessa uppgifter? Har kommunikationsfunktionerna och kommunikationsansvariga de förutsättningar som krävs för att de ska kunna arbeta strategiskt med kommunikation? Den teoretiska ramen utgörs av en sammanfattning av litteratur och tidigare forskning om stra­teg­isk kommunikation, organisationers mål och kommunikation samt av kommunikations­funk­tioner och professionen. För studien valdes en kvantitativ metod, en surveyundersökning. Två versioner av en enkät togs fram och skickades via e-post till organisations­chefer respektive kommunikationsansvariga vid samtliga av Sveriges kommuner, landsting och myndigheter. Totalt skickades 1 082 enkäter, bortfallet var 2 procent och svarsfrekvensen 65 procent. Resultaten visar att organisationschefer och kommunikationsansvariga anser att kommunikation bidrar till målen. Kommunikationsansvariga anser också att de och deras funktioner arbetar strategiskt med kommunikation och att deras ledningar förväntar sig det av dem. Sett till detta skulle svaren på de inledande frågeställningarna vara att kommunikationsfunktioner och kommunikatörer i offentlig sektor arbetar strategiskt med kommunikation, och att de har bra förutsättningar att göra det. Riktigt så enkelt är det dock inte. Övriga resultat i studien ger en annan och mer diversifierad bild. Dessa resultat visar till exempel att: Kommunikatör är fortfarande ingen profession. Yrket saknar en samlad kunskapsbas, högre akademisk utbildning och avgränsningar mot andra yrken. Så gott som alla offentliga organisationer har insett värdet av att ha kommunikatörer. Samtidigt är kommunikationsfunktionerna ofta stabsfunktioner med lite resurser. Kommunikatörer är inte delaktiga i beslutsfattande i någon större utsträckning. De flesta kommunikationsfunktioner har de strategiska arbetsuppgifterna. De är dock inte så prioriterade och kommunikationsfunktionerna är inte så bra på att utföra dem. Mer produktionsinriktade uppgifter är högre prioriterade, liksom uppgifter som har med bilden av organisationen att göra. Att planera kommunikation och att vara ett stöd till andra i organisationen är strategiska uppgifter som är prioriterade och som kommunikationsfunktionerna är bra på. Utvärdera och följa upp kommunikationsinsatser är en uppgift som inte är så prioriterad och som kommunikationsfunktionerna inte heller är särskilt bra på att utföra. Det är flera som inte har de strategiska uppgifterna kopplade till omvärlden. Uppgifterna bedöms inte heller som så viktiga och kommunikationsfunktionera är inte särskilt bra på att utföra dem. / The aim of this study is to see if Swedish organizations are working strategically with communication and thus contributes to the organization’s achievements and efficiency. A quantitative methods were used, a survey. Two versions of a questionnaire was created and sent via email to the organization’s managers and communication managers in all of Sweden’s municipalities, county councils and government agencies. The results show that organizational managers and communications managers believe that communication contributes to the goals. Communications managers also believe that they and their functions are working strategically with communication and that the management expect them to. Based on this the answers to the initial questions would be that communicators in the public sector is working strategically with communication, and that they have good conditions to do so. But it isn’t that simple. Other results provide a different and more diverse picture. These results are, for example: Communicator is still not a profession. It lacks a comprehensive knowledge base, higher academic qualifications and boundaries against other professions. Almost all public organizations have realized the value of having communicators. But the functions often have little resources. Communicators are not involved in decision-making in any significant way. Most communication functions have the strategic tasks. However, they are not a priority and communication functions are not so good at performing them. More production-oriented tasks have higher priority, as well tasks related to the image of the organization. Planning communication and to be a support to others in the organization are strategic tasks that are prioritized and that the communication functions are good at. Evaluate and follow up communication efforts as well as tasks linked to the outside world are not prioritized and the communication functions are not particularly good at performing them. There are also functions that do not have the strategic tasks linked to the outside world.

The main objective of this master thesis is to describe the way Czech brands are using Instagram in their strategic communications. Instagram allows brands to share information about their products, communicate with fans and to gather feedback. This two-way communication also influences the development of a brand identity. The theoretical frame focuses on concepts related to strategic brand communications on Instagram and it describes tools and features that can be used in this process. Collaboration with influencers is also mentioned as one of the crucial strategies. Qualitative research was conducted using in-depth interviews with curators and strategists responsible for Czech brand accounts on Instagram. The sample consists of six brand accounts, representing various industries (fashion, car industry, photo products, electronics, food and FMCG). The data obtained from these interviews were divided into six groups where the role of Instagram, content creation, hashtags, the use of Instagram features, collaboration with influencers and future predictions were mainly emphasized. The results of this thesis could potentially serve as an inspiration and recommendation for smaller companies or brands that just started using Instagram in their communication plan.

The purpose of this thesis is to determine the extent to which strategic communications is being practiced, and its implications on organizational performance in the Canadian arts sector. This thesis discusses the unique characteristics of not-for-profit charitable performing arts organizations within the context of strategic communications. As a mission-based field, the not-for-profit arts sector operates under the premise that it must find a market for its product, instead of finding a product for its market. Building on communication and arts marketing theories, this thesis posits that strategic communications management can contribute to the success of arts organizations and address the gap between arts products and its market. In particular, this thesis analyzes the following components of strategic communications management, in relation to the practices of the Canadian arts sector: relationship management/marketing, interpersonal relationship values, organization public relationship values, and market orientation. / Thesis / Master of Communications Management (MCM) / The purpose of this thesis is to determine the extent to which strategic communications is being practiced, and its implications for organizational performance in the Canadian arts sector. This thesis discusses the unique characteristics of not-for-profit charitable performing arts organizations within the context of strategic communications. Building on communication and arts marketing theories, this thesis posits that strategic communications management can contribute to the success of arts organizations and address the gap between arts products and patrons.