University of Southern California Dissertations and Theses

This is Tech City America [pdf]

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This is Tech City America [pdf]

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Content

This is Tech City America
Olivia Mora
Master of Arts (Strategic Public Relations)
Specialization in Corporate Communications
University of Southern California
Dec. 2017

Table of Contents

Table of Contents 2
Thesis Summary 3
Resources 4-5

3
Thesis Summary

This is Tech City America explores the public relations professionals
evolving role in the technology industry. The video focuses on the complexities of
technology and how the ever-changing landscape of technology affects public
relations professionals’ job. In this thesis, technology public relations professionals
were interviewed about how public relations is used to advance their new
technological initiatives in today’s communications ecology. This video includes
insight and tips for public relations professionals or anyone studying to become a
public relations professional. Subjects interviewed in this video are from the
leading technology public relations agency, Waggener Edstrom
Communications. They varied in age, demographic and experience. Below are the
questions that were asked of the employees:

1. Can you tell me more about what you like about public relations in the
technology industry?
2. As a PR professional how have you seen the public relations field change
since you’ve been working?
a. How have you seen it change in the past 3-5 years?
b. What are some key differences between practicing public relations
and practicing public relations focused solely on technology accounts?
3. Technology is a rapidly changing field, how do tech PR professionals like
yourself keep up with the rapid pace of technology accounts?
a. How do you keep up with the pace of tech adoption?
b. What types of technology are you using to do PR?
4. What types of technological initiatives are you using as an organization to
stay ahead of the competition?
a. Do you typically tailor messages for each key audience, or do you use
universal messaging?
b. What is the advantage of this approach?
5. Today people are bombarded with messaging, in the future what do you
think PR will have to do to remain relevant with the ever-changing
landscape of the media?
6. If you are permitted to say, what has been your favorite project you worked
on?
a. Why? What made it special?
b. What about the most rewarding project you have worked on?
7. If you could change something about the way technology public relations is
practiced, what would it be, and why?
8. What advice would you give young PR professionals entering this field?
4
Resources

ArXiv, E. T. (2017, October 10). The way strangers meet via dating websites
is changing society in unexpected ways, say researchers. Retrieved October
11, 2017, from https://www.technologyreview.com/s/609091/first-evidence-
that-online-dating-is-changing-the-nature-of-society/

Hinchcliffe, D. (2016, May 31). How can businesses keep up with tech
change today? Retrieved October 24, 2017, from
http://www.zdnet.com/article/strategies-for-businesses-to-keep-up-with-
tech-change/

Kiger, P. (2014, June 08). The '90s: Science and Technology. Retrieved
September 24, 2017, from http://channel.nationalgeographic.com/the-90s-
the-last-great-decade/articles/the-90s-science-and-technology/

Lautenslager, A. (2014, July 01). 8 Ways to Make Your Marketing Message
Stand Out. Retrieved October 5, 2017, from
https://www.entrepreneur.com/article/235120#

McIntire, G. (2014). The Evolution of Journalism. Retrieved October 12,
2017, from https://www.oxy.edu/magazine/fall-2014/evolution-journalism

Nauful, E. (2011). What Does It Really Mean To be Transparent?. Retrieved
October 12, 2017, from http://www.socialmediatoday.com/content/what-
does-it-really-mean-be-transparent

Salzman, M. (2016, April 8). Is the Press Release Dead or Alive? Retrieved
October 24, 2017, from
https://www.forbes.com/sites/mariansalzman/2016/04/08/press-release-
dead-or-alive/#2ae517116bbe

Sommer, B. (2017, October 12). AI and Big Data – three years in the
evolution of accounting. Retrieved October 24, 2017, from
https://diginomica.com/2017/10/12/ai-big-data-accounting-three-years-
evolution/

Torossian, R. (2017, January 11). Getting a Job in PR: How to Stand Out in
the Public Relations Industry. Retrieved October 2, 2017, from
5
https://www.recruiter.com/i/getting-a-job-in-pr-how-to-stand-out-in-the-
public-relations-industry/

Wilson, J. (2017, October 9). How Technology Changes News Photography.
Retrieved October 11, 2017, from
https://aawsat.com/english/home/article/1046906/how-technology-changes-
news-photography

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Core Title This is Tech City America [pdf]

Publisher Los Angeles, California (original), University of Southern California (original), University of Southern California. Libraries (digital)

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Permanent Link (DOI) https://doi.org/10.25549/usctheses-oUC11267081

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