Degree Name

Master of Arts (MA)

Semester of Degree Completion

2017

Thesis Director

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.

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