Got a tricky question? Receive an answer from students like you! Try us!

A Discourse Analysis regarding the use of Public Relations in Social Media: A Case Study of Proctor and Gamble and their “Kids” Thank You Mom Campaign Series - Research Paper Example

Only on StudentShare
Author : crogahn

Summary

Table of Contents
Table of Contents 2
Executive Summary 5
1.0 Introduction 6
1.1 An overview of the Procter and Gamble Market 6
1.2 Changes that the industry has undergone in social media 6
1.3 Justification 7
1.4 Research Purpose 7
1.5 Research Questions 8

Extract of sample
A Discourse Analysis regarding the use of Public Relations in Social Media: A Case Study of Proctor and Gamble and their “Kids” Thank You Mom Campaign Series

1.6 Background – Key Concepts and theories 8
1.6.1 Public Relations and Social Media 8
1.6.2 Social Change and public Relations 9
1.6.3 Processes of Social Change 10
1.6.4 ICT and Public Relations 11
2.0 Literature Review 12
2.1 Related Studies 12
3.0 Research Methodology 14
3.1 Discourse Analysis Method 14
3.2 Sampling and Selection Criteria 15
3.3 Analytical Techniques 15
3.3.1 Surface Descriptors and Structure 16
3.3.2 Social Actors 16
3.3.3 Language and Rhetoric 16
3.3.4 Framing 17
3.3.5 Ideological Standpoints 17
3.4 Methodological Reflections 17
4.0 Results 18
4.1 Surface Descriptors and Structural Organization 18
4.2 Social Actors 19
4.3 Language and Rhetoric 19
4.3.1 Topicalization 19
4.3.2 Rhetorical Figures 20
4.3.3 Quoting Credible Sources 20
4.4 Framing 21
4.5 Ideological Standpoints 22
5.0 Conclusion 24
Executive Summary
The business world has been transformed significantly through advances in human and social communication through the establishment of Information and Communications Technology (ICT). As a result, there have been increasing uses of social media technologies that allow new forms of expressions that stimulate customer purchases of various products. Procter and Gamble (P&G) is one such company to have harnessed the benefits of social media through their “Kids” Thank You Mum Campaign series that was launched at the 2012 Olympics.
...
Download paper

Related Essays

The impact of social media on public relations practice
Introduction There has been a significant change in the media landscape during the past couple of decades particularly due to the advent of social media which has singlehandedly revolutionized the concept of communication. The world of media and communications has taken giant strides towards development from its humble beginnings dominated largely by print media and radio broadcasts to the use of state-of-the art technological gadgets such as tablets, iPhones, digital recorders, and web enabled tools such as social networking services including blogs, webcasts, video blogs, YouTube and the…
20 pages (5020 words)
Public Relations Situation
The paper makes a conclusion that each organisation has its own expectations, values and beliefs that shape its public relations. Cultural awareness among public relations practitioners is therefore important in ensuring that the messages they give about the organisation responds to cultural diversity while maintaining consistency with the beliefs, values and expectations of the organisation. For example if organization believes in and values a diverse workforce, then the organisation’s public relations department will have more authority to include practitioners from varied backgrounds and…
4 pages (1004 words)
Social Media & Public Relations
As the Internet has transformed into a sophisticated hub for ‘netizens’ so as to the nature of online communication and exchanges of propaganda, campaigns, and information drive (Duhe, 2007).These changes are obviously referring to the significant changes in the way Facebook, Twitter, and blogs provide means of communication outlets that are not available in the early 20th century. For this research, we will focus largely on the use of Facebook in revolutionizing the conduct of public relations in recent times. The Value of Social Media to Public Relations In the past, press releases were…
7 pages (1757 words)
Chinese public relations development and how public relations maintain the corporate image: A case study that the public attitud
.49 VIII. Appendix .54 I. Introduction Public relation is how an organization is accepted by the public and how the public’s perspectives are adapted by the organization. In short, it is how an organization and their public mutually adapt each other for the purpose of satisfaction to all the parties involved in the relationship. It is more formally defined as “a communication concept which is systematically planned and optimized may not offer a guarantee for success, however, it minimizes the risk of failure” (Feitsch, 2009, p.3). Public relation is often affirmed as old as civilization…
56 pages (14056 words)
‘Thank you for Smoking’ the comedy.
In my opinion, the movie “Thank you for Smoking” has applied agenda setting to capture the public’s attention on the smoking behavior, which is the issue of concern in this movie. In this movie, Nick, a lobbyist for alcohol and pro-gun association is connected to the merchants of death squad and the media paints him as a public enemy and he loses his job. In another incidence, Nick visits Jeff, a marketer and questions him about the incorporation of cigarettes in films and its moral implication. By making frequent address to the moral integrity of Jeff, Reitman poses a challenge to the…
3 pages (753 words)
Public Relations campaign proposal: situation analysis & Appendix
Participants are also strongly encouraged to join the organization as a team. Alternatively they can always begin as a team of bowlers. The participants are given various responsibilities in the fundraising operations such as coordination. The primary targeted audience are usually the past participants. The current composition of the audiences includes the sponsors, past participants, community and the community latent public. The major information propagated presently includes informing the audience that BBBS is doing a perfect job by helping kids in the community. In addition, by…
3 pages (753 words)
The impact of social media on public relations profession worldwide
Public relation main priority is to provide goodwill to induce the public perception towards them (Noor & Hendricks, 2012). It is estimated that the number of individuals using the social media has been increasing over the years and that in the year 2012; the number was 1.43 billion people. Before the advent of social media, usernets were being used as alternatives of social media. They were first invented in the 1979 by Tom Truscott and Jim Ellis. They were used in permitting persons to posts articles for people to read on the internet. Secondly, were the BBSs (Bulleting Board Systems) which…
10 pages (2510 words)