Date of Award

2017

Degree Type

Thesis

Degree Name

Master of Arts (MA)

Author's Department

Communication Studies

First Advisor

Matthew J. Gill

Abstract

The attempt to increase and maintain stakeholder engagement and interaction is one of the main pursuits for public relations practitioners today. With new and changing ways to reach and engage stakeholders through various social media outlets public relations professionals now more than ever have to find a way to make their products stand out among the multiple messages a person views in a given day. This public relations campaign attempted to increase engagement and interaction with the Eastern Illinois University's women's basketball team by giving the team a new organizational identity. This identity was conveyed through the team's social media accounts using a distinctive brand personality as well as visual communication to distinguish the team from comparable others. Over the course of the 2016-17 season it was found that the use of this distinctive visual communication and brand personality, utilized across Twitter, Instagram, and Snapchat, had a tremendous increase in the number of stakeholder engagement and interactions with each post.

Creative Commons License

Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.

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