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Introduction. The Russian higher education market in the sphere of Public Relations and Advertising is represented in the paper. The basic approach to the market is shaped by the vision on higher education in the frame of service paradigm. The need to analyze and implement professional communication activities while promoting university education organizations is stressed by the authors. A special attention is put to the necessity of professional communication technologies, such as branding, their application to universities, because it influence such institutions managerial efficiency, helps to systemize a share of their voice, and it is already the necessity for the present day society.Methodology and sources. Theoretical and methodological basis of the paper was composed by scientific works of Russian researchers in the field of university branding, brand-management, including papers on Russian Federation regional universities branding. Empirical study base was designed by materials of regional leading universities, which give higher education in PR and Advertising. Underlying rationale for defining the leadership were the following: number of state-funded student places; 1st year students’ unified national exam results; the dynamics of prospective students in PR and Advertising on tuition payment basis enrollment. Russian regions, the most of enrollees are coming from to Saint Petersburg Electrotechnical University, were also unveiled. The elements of value-based branding platforms of departments responsible for Public Relations and Advertising education in regional leading higher education institutions are also brought in focus.Results and discussion. Empirical study revealed that PR and Advertising education departments of the universities studied did not fulfill their scientific and methodological potential in practice to the full extent. The education institutions examined in the research mostly communicate their objective quantitative indicators positioning Public Relations and Advertising education rather than core value messages. Thus it does not seem possible to typify these communication components as examples of branding process and brand element of university. It would help to structure the market share and influence positively on university promotion.Conclusion. Following the results of the study the authors conclude the necessity to apply communication technologies of brand development and brand management for structuring the market share and influencing positively on university promotion. It directly impacts on education institutions managerial efficiency and proves its relevance to modern society.

Historians have long taken an interest in military recruitment advertising and public relations. Much of their attention, however, has been directed towards promotion in wartime, with a lot less known about how governments used media to attract civilians in peacetime or during the many so-called ‘limited wars’ of the post-war era. This article addresses this shortcoming by exploring three separate recruitment campaigns waged in Britain at different moments in the 20th century. Giving a sense of the scale of official recruiting work, it highlights the central role played by commercial advertising and public relations professionals in the planning and development of campaigns and investigates whether recruiters were actually successful in convincing civilians to join up. The evidence presented here suggests that they had a negligible effect on enrolment rates. Yet, it also indicates that different types of appeal were used to attract civilians in peacetime, with material rewards typically taking precedence over notions of patriotic duty. Suggesting that such appeals effectively commodified military service, this article concludes by reflecting on their broader legacy to studies of media, war and conflict.

This article applies La Boétie’s concept of voluntary servitude to public relations historiography through a historic-critical analysis. Written in the same Renaissance era than other early history books of the history of public relations such as Machiavelli’s The Prince, The discourse of voluntary servitude (1552-1553) reveals to the publics the power that would lie in their refusal to engage with the authority (or in other words, the state, the prince or the monarch). The result is that, through a postmodern approach of emphasizing dissensus, the concept of voluntary servitude and its encouragement of activism and passive resistance can be considered an early precedent of critical public relations theory. Furthermore, without being judgmental, La Boétie invites us to a reflection on the role of self-responsibility of the publics in their power relationships with organizations.

This study develops models capable of finding empirical relations between social factors in practitioners’ private lives, that is to say, extra-organizational or external factors to the work environment that affect the career promotion of female professionals in public relations. The aim is to analyse some gender issues at a global level by exploring the Latin American subcontinent, where there is an accepted lack of knowledge. With that purpose, the focus is on the public relations practitioners’ care responsibilities (such as living with children or dependents) and if these responsibilities influence their opportunities for career development in Latin American countries. Quantitative data from 803 Latin American practitioners representing 18 countries were analysed through predictive multivariable analysis with data mining techniques, using hierarchical decision trees. The applied statistical method is valid to explain some of the extra-organizational factors that affect female career promotion in public relations and can be used for other studies. Results empirically found that family dependency and caring responsibilities affect the career opportunities of women, and that family responsibilities do not affect men’s chances to career promotion. Therefore, the predictive analysis statistically proves that gender can be a determinant factor for career promotion in these circumstances.

The construction and sale of apartments in big cities have increased, leading to competition between companies that sell or lease apartment units. Marketing public relations activities are important in encouraging consumers to attract prospective customers' interest in the decision-making process. The purpose of this research is how the influence of marketing public relations activities on the decision-making process of buying apartments in the millennial generation in an apartment in Depok City in October 2019. This research's indicators are publications, media identity, events, news, speeches, participation in social activities, and sponsorship. The purchase decision-making process indicators are the introduction of needs, information seeking, alternative evaluations, purchasing decisions, and post-purchase behavior. This research method is a quantitative and explanatory survey of tenants/buyers of the period in October 2019. This study concludes that marketing public relations activities positively influence the purchase decision-making process to buy Apartment X units in millennials.

The management of Kusuma Sahid Prince Hotel as one of heritage hotels has its own challenges to attract customer interest in the midst of competition for a number of hotels in Solo, one of which is about branding. This study aims to describe the branding of "The Truly Heritage Hotel" through the Public Relations (PR) of Kusuma Sahid Prince Hotel Solo in maintaining the brand longevity. The research method used was descriptive qualitative with the theory of Brand Expression and Brand Communication. The data collection was carried out through observation, interview, and documentation. In order to test the validity of the data, this research used the source triangulation technique and the interactive data analysis. The results showed that Kusuma Sahid Prince Hotel Solo implemented several strategies, in the form of: brand positioning, brand identity, brand personality, sales promotion, event, public relation, direct marketing, company sponsorship, and advertising. Besides, in order to maintain the brand longevity, the branding process was linked to brand origin and ownership, brand architecture, brand scope, and brand size. Furthermore, Kusuma Sahid Prince Hotel Solo had the brand characteristics used to maintain the brand longevity as "The Truly Heritage Hotel".

E-sports within the gaming industry characterize an economic sector that is engaged in the developing, marketing, and sale of video games. They represent many opportunities for advertising and public relations, which are very important to increase the visibility of e-sports. The use of both has proved far more effective, because it allowed a rapid increase in their popularity. The aim of this chapter is to compare the use of public relations and advertising in e-sports and to determine their appropriateness. So, the relationship between public relations, advertising, and e-sports is developed and researched for the first time here. The authors used qualitative comparative analysis between public relations and advertising in the context of e-sports based on Natus Vincere, one of the most important Ukrainian organizations in the gaming industry. The rise of the gaming industry and recent success of e-sports demonstrate the profitable economic potentials of gaming spectatorship.

From Barnum’s publicities on his circus to Bernays’ studies with its emphasis on research, and to modern and contemporary practices, public relations has been transformed. As strategic communication process, public relations uses research, planning, implementation and evaluation. In a modern sense, its affiliations are corporate social responsibility, stakeholder management, corporate citizenship, corporate governance, crisis and risk communication, media relations, image, reputation and perception management. In today’s Turkey, public relations have often been confused with customer relationship and marketing for many years. This confusion is also reflected in job advertisements. In this study, public relations job advertisements discourses on human resources network will be analyzed. The paper aims to answer the following questions: How academicians define public relations? What are the differences between public relation’s job advertisement discourses and public relations academician’s descriptive discourses? What is the image of public relations profession reflected by job advertisement discourses?

As sponsored content is gaining ground globally, the boundaries between strategic communication, advertising and journalism are blurring. As sponsored content becomes more common, it raises novel ethical concerns that no industry alone can answer, such as How much disclosure is needed for transparency? Self-regulation via codes of ethics has been suggested as a remedy to meet the rising transparency expectations, and this article analysed 40 codes of ethics in the fields of communication, advertising, and journalism (United States and Finland) related to sponsored content. The results indicate that there remains excessive variation within the codes of ethics of how transparency of sponsored content is addressed. According to our analysis, most of the codes deal with transparency and the separation between commercial and editorial content only vaguely, and only eight of the total 40 guidelines take sponsored content into account. Therefore, we believe that the strategic benefit of sponsored content is threatened as long as no joint codes of ethics exist for sponsored content. To the degree that sponsored content is practiced across professions, we call for a joint code of ethics for sponsored content transparency, as the current codes of ethics fail to answer this emerging need. peerReviewed

This paper employs the collective case studies approach in an examination of four award-winning public relations campaigns conducted across a variety of social media platforms in order to determine the best practices of, and near term trends, in the effective use of social media for public relations. In their examination of these campaigns the authors discern the following trends in best practices: social media campaigns employ digital storytelling techniques that are both immersive and emotive, and that promote various forms of content sharing; these stories involve members of the target audience in at least one form of open-ended offline engagement that involves sharing behaviors; the content is optimized for mobile displays and controls; and, finally, the content is timely. The authors conclude that, although marketers think of social media in terms of brand awareness and reputation management, the effective use of social media in Public Relations campaigns can generate conversion, facilitate brand positioning, and maintain continued brand sustenance. The authors conclude that the effective use of social media is disrupting the PR campaign cycle: the role of campaign events to generate publicity in service to a PR campaign may, in the future, be displaced by social media campaign tactics which belong to an entirely different ecosystem where the act of sharing social media content generates publicity in lieu of a campaign event.

This study aims to look at the KPPPA's communication through its regime website in reducing readers about the role of caregiving and the role of control in the family. This study uses the theory of the role of family communication from Beth A. Le Poire. The study was conducted from May to August 2019 using a systematic content analysis method from Berelson. The findings of this study are that KPPPA has produced articles on its official website in a balanced manner regarding the role of caregiving and the role of control in the family, but the KPPPA official website itself has not been able to capture a wide audience. It can be concluded that KPPPA's public relations has been right in producing content regarding family communication.

Tobacco industry public relations campaigns have played a key role in challenges to standardised cigarette packaging. This paper presents a comparative analysis of industry campaigns in Australia and the United Kingdom, which have implemented standardised packaging legislation; Canada, where policy has been adopted but not yet implemented; and the Netherlands, which has considered, but not enacted regulation. Campaigns were identified via Google searches, tobacco industry websites, media coverage, government submissions and previous research; analysis focused on issue framing and supporting evidence. Public relations campaigns in all case study countries drew on similar frames - the illicit trade in tobacco products, the encroaching 'nanny state', lack of evidence for the effectiveness of standardised packaging, a slippery slope of regulation, and inherent threats to intellectual property rights. These claims were supported by industry research, front groups and commissioned reports by accountancy firms, but were not with verifiable research. Independent evidence that contradicted industry positions was overlooked. Similarities in structure and content of public relations campaigns in countries that have enacted or considered regulation points to a strategic co-ordinated approach by cigarette manufacturers. Countries considering standardised packaging policy can expect powerful opposition from the tobacco industry. Tobacco control communities and policy makers can learn from previous experience, and share best practise in countering industry arguments.

Advertising and public relations are complex practices, and it is challenging for educators to find instructors who can fulfill expertise across disciplines, particularly in creative applications involving technology. Team teaching is one approach to provide multiple proficiencies. This paper describes how two co-taught courses, Design for Advertising and Public Relations and Commercial Production for Advertising and Public Relations, were developed, delivered and assessed. A literature review of team teaching and creative instruction provides a framework for course designs and student surveys. Course evaluations and instructor reflections are the evidence used for evaluation. The study is important, as specialties from multiple practices, including those that require technology, are increasingly necessary for preparing students for these industries. The study adds to the literature about team teaching and provides a foundation for effectively collaborating on creative courses.

The article considers the modern approaches to the problem of interaction of the educational organization with the public of the locality where it is located. Analyzed the history of public relations, defines the basic forms and methods of organization of this work in educational settings.

This study examines instructional messages and constraints of health literacy in communicating messages of self-protection in a crisis. Specifically, the identifiable public relations strategies of the FDA, CDC, and other prominent spokespersons were assessed and a content analysis of television coverage during the first week of the 2010 Salmonella egg recall was performed to determine the ability of the accountable agencies and organizations to communicate messages of self-protection through the media. This study contends that practitioners must take health literacy into consideration when developing messages that must first pass through media gatekeepers. Implications are provided for improving media relations in a crisis that increases health risks and expanding the scope of crisis communication research.

This study aims to examine and understand the effectiveness and credibility of advertising and public relations in the form of editorial coverage. This study involves three main groups, namely prominent practitioners in public relations and advertising as well as independent party who does not belong to either of these categories of practitioners. Guided by the Source Credibility Theory, this exploratory study emphasises on key measure of credibility in finding the overall effectiveness of public relations over advertising. Findings of this study provide ground for constructive argument on the co-relations, effectiveness, estrangement and togetherness of the much debated topic of public relations versus advertising. The main basis of the comparison is based on credibility, and the data focused on three central themes: contribution to brand knowledge and brand image, adequacy of public relations and advertising, and concerns of public relations and advertising practitioners. In short, both public relations and advertising can employ contextual strategy by working together to reach consumers in the most creative and tactical manner.

Journalists perceive 25% to 80% of their coverage to be influenced by public relations (PR). However, there is hardly any research on what factors determine where on this wide spectrum an individual journalist will fall. This study analyzed the extent and source of the perceived influence of PR on news coverage via a quantitative survey of German journalists. On average, participants perceived over one third of their work to be influenced by PR, and a number of variables were found to be associated with the degree of this impact. Role conceptions as populist mobilizers and newsroom conventions discouraging excessive reliance on PR decreased the influence of PR on news coverage. Secondary employments in the field of PR, having close personal relationships with PR professionals, and considering interests of publishers or advertisers increased the impact of PR on journalistic content.

Through an online survey with Internet users, this study evaluated the crisis response strategies communicated on Facebook and their impact on a hospital's reputation, credibility, as well as stakeholder trust and behavioral intentions. The findings indicate that public relations practitioners should avoid posting sympathetic Facebook posts during a health crisis since they might further damage the image of the affected organization. Conversely, undertaking a proactive approach by posting informative messages can prove more advantageous. The practical implications of the results are discussed.

This final project aims to find out the strategies used in utilizing the digital world, in this case via Instagram and Facebook social media. Public Relations of PT.Kasoem Hearing uses Instagram and Facebook to publish the Exhibition 2018 Kasoem to customers and potential customers.The Kasoem Exhibition is a program to exhibit the entire series of hearing examinations,information on the habilitation stage after using a hearing aid and sharing stories of experiences with hearing aid users.The riset method used in this writing is a descriptive qualitative method where information obtained from direct observation techniques and in-depth interviews, then the results are stated in the form of research reports. PT.Kasoem Marketing Communications Manager PT. Becomes the guest speaker about the strategies carried out by the public relations team.The use of Instagram and Facebook is considered very effective in publishing an event. By uploading a series of events, promotions and grand prizes attract customers and prospective customers to know and participate in the event. This event was successful and can be seen from the number of visitors who attended more than the intended target. It can be concluded that Instagram social media and Facebook were able to become media to publish the 2018 Exhibition Casoem event.Keywords: PR Strategy, Publication, Social Media

Developments in the information and communication technologies have begun to offer new possibilities for public relations activities of hotel businesses. With the help of Twitter, which is included in the social media tools, the hotel businesses have got the opportunity to inform the target audience. In addition, consumers have had the opportunity to transmit requests, expectations and suggestions to the business. This study, which is aimed at evaluating the use of social media by hotel companies, examined the shares between 01 December 2016 and 01 March 2017 via Twitter through the institutional accounts of three of the ten largest capacity hotels, according to HotelNewsNow (2015) data, by content analysis. It is often the case that hotel businesses choose the tweet from the sharing types, that they communicate one-way, and that the content of the tweets is heavily promotional. As a result of categorizing the tweets that hotel groups sent from their corporate twitter accounts, eleven themes were determined. The result that the most used themes consisted of presentation, corporate news, thanks, information were reached. Developments in the information and communication technologies have begun to offer new possibilities for public relations activities of hotel businesses. With the help of Twitter, which is included in the social media tools, the hotel businesses have got the opportunity to inform the target audience. In addition, consumers have had the opportunity to transmit requests, expectations and suggestions to the business. This study, which is aimed at evaluating the use of social media by hotel companies, examined the shares between 01 December 2016 and 01 March 2017 via Twitter through the institutional accounts of three of the ten largest capacity hotels, according to HotelNewsNow (2015) data, by content analysis. It is often the case that hotel businesses choose the tweet from the sharing types, that they communicate one-way, and that the content of the tweets is heavily promotional. As a result of categorizing the tweets that hotel groups sent from their corporate twitter accounts, eleven themes were determined. The result that the most used themes consisted of presentation, corporate news, thanks, information were reached

This project was funded by KU Libraries’ Parent’s Campaign with support from the David Shulenburger Office of Scholarly Communication & Copyright and the Open Educational Resources Working Group in the University of Kansas Libraries.

This study used a qualitative approach with descriptive research by describing each activity of IMC strategy which had been carried out by Bukalapak.com’s MPR. The primary data collecting methods used semi structured interviews and non-participant observation. The secondary data used company profile, news from internet and journals. The data method analysis in this study used coding techniques with open coding, axial coding and selective coding. To validate the data, this study used triangulation technique by using the source. The results of this study is the MPR of Bukalapak.com used several integrated marketing communication activities such as advertising, public relations, sales promotions, sponsorship, interactive marketing, direct marketing and personal selling to maintain the brand reputation as a leading e-commerce company in Indonesia.

The growth of advertising and PR industries in recent years, combined with the economic downturn in many news organizations has led to renewed debates about the influence of commercial pressures on...

The present study investigates the extent to which PR agencies in Greece incorporate new media platforms in their clients' campaigns. Moreover, PR consultants’ views about the benefits associated with social media usage in PR are also assessed. Based on a sample of 81 PR agencies, results indicate that integration of digital media in the clients’ communication campaigns is widespread. Popular online tactics used by Greek PR agencies are related to social media platforms (e.g., Facebook), websites and viral campaigns. Moreover, executives of the Greek PR firms have acknowledged the new roles of digital media in practicing public relations for their clients, conducting research and managing effectively corporate reputation.

The term “Native Advertising” in the marketing sense has been characterised as an “advertising evolution”, and it is usually considered to belong to the group of new marketing tools. However, due to the subtle way in which it presents “editorial” content in the media, PR practitioners are increasingly describing native advertising as one of the most desirable PR tools. Guided by this situation, in this paper, the authors compare theoretical knowledge on advertising with Native Advertising as a new and innovative form of advertising, and connect it with application in the field of public relations. The obtained results of the comparison are contrasted with the opinions of six experts who have been working in the media, marketing agencies and PR agencies. By means of in-depth interviews, they present diverse takes on Native Advertising as a new advertising form, that is, a new PR tool. By comparing their opinions, the authors prove that Native Advertising is primarily a marketing tool that, due to its secondary (promotional) function, serves as support to PR activities, and not vice versa.

The paper overviews theories and present challenging issues of advertising and public relations and their implications in the context of classified components and factors. It is important to evaluate these two subjects on similarities and differences, and their challenges and implications from positive and negative points. It helps to outline key ideas and perspectives for further studies of topics

Modern domestic science designed periodization of the development of public relations in Russia as a kind of professional activity. The authors traced the path of development of public relations as an academic specialty at the federal and regional levels (the experience of the Republic of Tatarstan). The chronological scope of the study: 1990 - to the present day. Characteristic features of the educational market of Tatastan are: demographic "failure", the reduction of budget places on humanitarian academic programs, high competition among universities.The purpose of the study was to examine the possibilities of using the tools of integrated marketing communications in promotion of academic program «Advertising and Public Relations» (BA) in the educational market of the Republic of Tatarstan.Data for this study were collected by the experience of the Department of History and Public Relations of the Kazan National Research Technical University named after A.N. Tupolev.The Methods of the undertaking the work: theoretical analysis, sociological survey, information audit, interviews.The results of the study show the necessity to use these tools to promote academic program «Advertising and Public Relations»: advertising, public relations, special events, exhibition activities, Internet communications, direct marketing, and informal communication.

In this era of globalization of business competition is getting higher. Especially in economic sectors where big companies from abroad increasingly free to operate and market its products in Indonesia so that local companies can not compete with itself would be eliminated. The purpose of this study was look at the effectiveness of IT utilization is also the creativity of a public relations. Popularity of media and social networks such as Facebook, Twitter, YouTube, spur the growth of "medium alone" that allows companies and organizations to set up reporting directly or through intermediaries and remediation (where, the media took the headlines of social media and republish). The results of this study indicate that the majority of social media is 'parasitic', take a lot of information and topics of the mass media. Public relations in general is a process of communication management activities to create mutual understanding between an organization and its publics. Keyword : public relations, media ethics, media content

This is a book review of Aeron Davis. Promotional Cultures: The Rise and Spread of Advertising, Public Relations, Marketing and Branding. Cambridge: Polity, 2013, ISBN: 97807456398

In this hyper competitive contemporary world, the organizations are focusing on consumer’s preferences which had been a significant sphere of research for researchers. The organizations are combating in this field to measure the preferences of the consumers through different marketing techniques. Even though firms are investing heavy amount of their capital on these techniques and tools rather they need assurance to invest the amount on what sort of marketing communication tools for the purpose of attaining the preferences of consumers. To explore this broad area, research was conducted by investigating the impact of communication mix activities on consumer’s preferences. The advertisement, personal selling and public relation were taken as independent variables and their impact was regressed on consumer’s preferences, the dependent variable. The convenience sampling technique was used because the population size was large and easily accessible and respondents were 323. The industry targeted was telecommunication sector of Faisalabad. The results of the research showed that the P value of consumer’s preferences was significant at p value 0,002, the P values of independent variables, advertising was 0.046, personal selling was 0.000 and public relation was 0.000. The research showed significant relationship between independent and dependent variables.