ACHIEVING A MATCH: GAUGING THE EFFECTIVENESS OF CORPORATE PRESS RELEASES

Persistent Link:
http://hdl.handle.net/10150/612984
Title:
ACHIEVING A MATCH: GAUGING THE EFFECTIVENESS OF CORPORATE PRESS RELEASES
Author:
GRENFELL, MCKENZIE ERICA
Issue Date:
2016
Publisher:
The University of Arizona.
Rights:
Copyright © is held by the author. Digital access to this material is made possible by the University Libraries, University of Arizona. Further transmission, reproduction or presentation (such as public display or performance) of protected items is prohibited except with permission of the author.
Abstract:
From a public relations perspective, the effectiveness of a press release is measured by the extent to which the media coverage matches the original intent of the piece (Wilcox et al., 2015). The present study examined press releases over the past five years from the top 25 corporations in the United States in order to ascertain the extent to which news media match these public relations efforts. Press releases and articles were coded for the presence of various discourses (technology, science, quality, sales, change, ethics, innovation, excellence, and crisis) business and social marketing practices, supplementation, and referential similarity. The results revealed that the discourses were the most frequently matched component between press releases and articles and that while articles never provided a direct link to the original press releases, they did reference the release the majority of the time. Business marketing, social marketing, and supplementation were rarely present in the press releases and even less so in the articles, which suggests a filtering of corporate bias by news media. Discussion focuses on practical implications for the field of corporate public relations.
Type:
text; Electronic Thesis
Degree Name:
B.A.
Degree Level:
Bachelors
Degree Program:
Honors College; Communication
Degree Grantor:
University of Arizona
Advisor:
Stevens-Aubrey, Jennifer

Full metadata record

DC FieldValue Language
dc.language.isoen_USen
dc.titleACHIEVING A MATCH: GAUGING THE EFFECTIVENESS OF CORPORATE PRESS RELEASESen_US
dc.creatorGRENFELL, MCKENZIE ERICAen
dc.contributor.authorGRENFELL, MCKENZIE ERICAen
dc.date.issued2016-
dc.publisherThe University of Arizona.en
dc.rightsCopyright © is held by the author. Digital access to this material is made possible by the University Libraries, University of Arizona. Further transmission, reproduction or presentation (such as public display or performance) of protected items is prohibited except with permission of the author.en
dc.description.abstractFrom a public relations perspective, the effectiveness of a press release is measured by the extent to which the media coverage matches the original intent of the piece (Wilcox et al., 2015). The present study examined press releases over the past five years from the top 25 corporations in the United States in order to ascertain the extent to which news media match these public relations efforts. Press releases and articles were coded for the presence of various discourses (technology, science, quality, sales, change, ethics, innovation, excellence, and crisis) business and social marketing practices, supplementation, and referential similarity. The results revealed that the discourses were the most frequently matched component between press releases and articles and that while articles never provided a direct link to the original press releases, they did reference the release the majority of the time. Business marketing, social marketing, and supplementation were rarely present in the press releases and even less so in the articles, which suggests a filtering of corporate bias by news media. Discussion focuses on practical implications for the field of corporate public relations.en
dc.typetexten
dc.typeElectronic Thesisen
thesis.degree.nameB.A.en
thesis.degree.levelBachelorsen
thesis.degree.disciplineHonors Collegeen
thesis.degree.disciplineCommunicationen
thesis.degree.grantorUniversity of Arizonaen
dc.contributor.advisorStevens-Aubrey, Jenniferen
All Items in UA Campus Repository are protected by copyright, with all rights reserved, unless otherwise indicated.