College of Communication - Public Relations & Advertising
Faculty/Student Work
Student Research Tracks Traditional and Evolving PR Practices
Research by recent graduates of Rowan’s M.A. in P.R. program has investigated new trends in traditional PR practices as well as the increasing importance of interactive and social media. Some recent student theses include:
Brian Nicholas examined 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. His work, which focused on public relations professionals and radio executives in the Delaware Valley, suggests that localism would have a negative effect on radio, but would not negatively affect radio's viability as a public relations tool.
Elizabeth Herrick explored the correlations between established traditions and student engagement on four college campuses to determine if engaged students develop strong long-term alumni relationship after they graduate. Her work found that schools with known traditions had more engaged students and stronger alumni associations.
Courtney A. Allen investigated the influence of store ambience and layout on purchasing behavior among customers of two major department stores. Her work shows that a well-designed store ambience and layout influences buyer behavior. When customer orientation is reflected in store design, customers are more inclined to buy.
Natalie V. Layton explored the growing importance of relationship marketing to build longer-lasting relationships between organizations and consumers in today's society. Her work, which focused on the food industry, supports assertions that relationship marketing produces longer-lasting benefits than transactional marketing alone. Certain relationship marketing techniques also can effectively garner a more positive image of an organization among its target audiences.
Rosie Braude examined social media’s effect on organizational reputation and innovation. Testing consumer perceptions through an online survey, content analysis, interviews, and focus groups, Braude’s work found that a majority of American consumers want organizations to interact with them through social media.
Brandon Werner used Twitter, Facebook, and e-mail – along with a more traditional survey and focus group -- to investigate preferences and habits for listening to music and watching video online. One insight: Podcasts focusing on community aspects of their audiences increase subscriptions and repeat visits among the 18-to-24-year-olds. His work suggests that the more web content interacts with audiences the greater the probability of funneling audiences to companion content.
Joseph Staudenmayer investigated the effectiveness of viral marketing by film studios to consumers among 18-to-24-year-olds. His work shows that film critics and experts feel that viral marketing influences young people and contributes to their decisions about seeing feature films. Critics, industry experts, and a majority of consumers believe that more males than females are influenced by viral marketing tactics.
To learn more about Rowan’s graduate program in public relations click here.
