Author(s)

Brian Nicholas

Date Approved

8-18-2010

Document Type

Thesis

Degree Name

M.A. Public Relations

Department

Public Relations/Advertising

College

College of Communication & Creative Arts

First Advisor

FitzGerald, Suzanne

Subject(s)

Fairness doctrine (Broadcasting);Radio broadcasting--Political aspects

Disciplines

Public Relations and Advertising

Abstract

The purpose of this study was to the examine the influence of Broadcast Localism on news/talk radio in the Delaware Valley to determine how it might impact the future of the medium as a viable public relations tool. A non-scientific snowball survey of 19 Delaware Valley public relations professionals was used to forecast the likely impact of localism on radio. In addition, in-depth interviews with Delaware Valley radio executives were conducted to learn what impact localism might have on the radio industry. This research collected and quantified primary data from public relations professionals using surveymonkey.com. Interview responses were collected as qualitative data and sorted by response using surveymonkey.com. This research supported the hypothesis that localism would have a negative impact on radio; however, it did not support the hypothesis that it would negatively affect radio's viability as a public relations tool.

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