Date of Award
Spring 2017
Degree Type
Essay
Degree Name
Master of Arts (MA)
First Advisor
Dr. Margaret O. Finucane
Abstract
Research has long sought to define and quantify the component of relationships within strategic public relations management. With the development of social media, public relations practitioners have new methods to employ in building and maintaining two-way relationships with audiences and key publics. This study is intended to expand upon current organization-management research and identify best practices for athletic departments seeking to engage with their audiences. The development of organization-public models is detailed, along with historical application of the concept to athletics. Analysis of Twitter data revealed common themes among athletic departments that engage audiences successfully. The study concludes with a review of successful engagement techniques and questions for future model studies.
Recommended Citation
Armbruster, Dale, "DIGITAL FANBASES: HOW THE ATHLETIC DEPARTMENT IN THE OHIO ATHLETIC CONFERENCE ENGAGE WITH AUDIENCES" (2017). Masters Essays. 66.
https://collected.jcu.edu/mastersessays/66
Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License.