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THE SHARE FACTOR
Implications of Global Digital Strategy for Public Relations
by
Sarah Kane
A Thesis Presented to the
FACULTY OF THE USC GRADUATE SCHOOL
UNIVERSITY OF SOUTHERN CALIFORNIA
In Partial Fulfillment of the
Requirements for the Degree
MASTER OF ARTS
(STRATEGIC PUBLIC RELATIONS)
December 2012
Copyright 2012 Sarah Kane
Object Description
| Title | The share factor: implications of global digital strategy for public relations |
| Author | Kane, Sarah Nichol |
| Author email | skane@usc.edu;kanesn1@gmail.com |
| Degree | Master of Arts |
| Document type | Thesis |
| Degree program | Strategic Public Relations |
| School | Annenberg School for Communication |
| Date defended/completed | 2012-09-14 |
| Date submitted | 2012-10-15 |
| Date approved | 2012-10-15 |
| Restricted until | 2012-10-15 |
| Date published | 2012-10-15 |
| Advisor (committee chair) | Floto, Jennifer |
| Advisor (committee member) |
Tenderich, Burghardt Leveque, Matthew |
| Abstract | This paper examines the status of public relations in the digital era through a look back at the evolution of public relations and outlooks for the future, furthermore, how the digital landscape is affecting brand advocacy and perceptions on a global scale. The key issues discussed within are the rise of public relations in the United States and around the world, the emergence of social media, the new tactics that are being used by public relations professionals, and how the public relations sector is evolving into a new brand of all-encompassing communications firms. This paper will also discuss the ideals behind digital media and campaigns, as well as important considerations for global digital strategy. Public relations is changing, and while traditional public relations activity is the heart of its practice, the public relations industry must be prepared for the digital age and beyond. |
| Keyword | campaigns; global digital strategy; public relations; communication; multimedia; social media; history of public relations; integrated campaigns; social networking; future of PR; |
| Language | English |
| Part of collection | University of Southern California dissertations and theses |
| Publisher (of the original version) | University of Southern California |
| Place of publication (of the original version) | Los Angeles, California |
| Publisher (of the digital version) | University of Southern California. Libraries |
| Provenance | Electronically uploaded by the author |
| Type | texts |
| Legacy record ID | usctheses-m |
| Contributing entity | University of Southern California |
| Rights | Kane, Sarah Nichol |
| Access conditions | The author retains rights to his/her dissertation, thesis or other graduate work according to U.S. copyright law. Electronic access is being provided by the USC Libraries in agreement with the author, as the original true and official version of the work, but does not grant the reader permission to use the work if the desired use is covered by copyright. It is the author, as rights holder, who must provide use permission if such use is covered by copyright. The original signature page accompanying the original submission of the work to the USC Libraries is retained by the USC Libraries and a copy of it may be obtained by authorized requesters contacting the repository e-mail address given. |
| Repository name | University of Southern California Digital Library |
| Repository address | USC Digital Library, University of Southern California, University Park Campus MC 7002, 106 University Village, Los Angeles, California 90089-7002, USA |
| Repository email | cisadmin@usc.edu |
| Archival file | uscthesesreloadpub_Volume4/etd-KaneSarahN-1249.pdf |
Description
| Title | Page 1 |
| Contributing entity | University of Southern California |
| Full text | THE SHARE FACTOR Implications of Global Digital Strategy for Public Relations by Sarah Kane A Thesis Presented to the FACULTY OF THE USC GRADUATE SCHOOL UNIVERSITY OF SOUTHERN CALIFORNIA In Partial Fulfillment of the Requirements for the Degree MASTER OF ARTS (STRATEGIC PUBLIC RELATIONS) December 2012 Copyright 2012 Sarah Kane |
