Date Approved

5-27-2004

Embargo Period

4-26-2016

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

Subject(s)

Mass media and public opinion; Newspapers; Public relations

Disciplines

Public Relations and Advertising

Abstract

The purpose of this study was to examine public relations practice's impact on journalism throughout the Delaware Valley through analysis of journalistic attitudes about public relations and the success of public relations practice on publicity for Rowan University.

The study analyzed the results of a regional survey given to editors and reporters at 25 daily newspapers throughout the Delaware Valley. The study also included an analysis of publicity gained by Rowan University through its Office of University Relations over a two-month period.

The study found that although a majority of Delaware Valley daily newspaper editors and reporters see public relations practitioners as an asset and resource to their profession, they do not feel that these resources play a major role in news formation. In contrast, the second study, an analysis of publicity gained by Rowan University, found that a majority of information released through the Office of University Relations was used as a resource in daily publication news formation.

The study shows a disconnect between the attitudes of Delaware Valley daily print media journalists and the reality of a University Relations office's publicity impact over a two-month period.

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