Date Approved

5-15-1996

Embargo Period

9-14-2016

Document Type

Thesis

Degree Name

M.A. in Public Relations

Department

Public Relations & Advertising

College

Ric Edelman College of Communication & Creative Arts

Advisor

Bagin, Donald

Keywords

smoking

Subject(s)

Tobacco industry--Public relations

Disciplines

Public Relations and Advertising

Abstract

The study's major purpose was to improve the quality and reputation of public relations practice in private industry. The study examined needed improvements m public relations by focusing on the ineffectual and negative practices of the tobacco industry, Also, the study reviewed public and media perceptions of tobacco companies.

The research involved telephone inquiries, information from not-for-profit organizations, and a review of 108 publications using the headings, "Public Relations" and "Tobacco Industry."

Other research included an opinion survey administered to 100 undergraduate students at Rowan College of New Jersey.

Survey results found that a majority of students, smokers, and nonsmokers believed that public relations practice in the tobacco industry was "Unfavorable."

Conclusions indicated that unethical public relations practice in the tobacco industry reflected on the reputation of the company and the public relations practitioner. Other conclusions determined that public relations in the industry countered the standards adopted by the Public Relations Society of America.

Recommendations for public relations practitioners were to promote openness throughout the tobacco industry, eliminate tobacco advertisements appealing to teenagers, consider alternative uses for tobacco, and compensation to consumers harmed by tobacco.

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