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The role of public relations in brea...
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Hoyle, Amy Rose.
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The role of public relations in breast cancer walks.
紀錄類型:
書目-電子資源 : Monograph/item
正題名/作者:
The role of public relations in breast cancer walks./
作者:
Hoyle, Amy Rose.
面頁冊數:
98 p.
附註:
Source: Masters Abstracts International, Volume: 44-01, page: 0019.
Contained By:
Masters Abstracts International44-01.
標題:
Mass Communications. -
電子資源:
http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1427977
ISBN:
9780542209222
The role of public relations in breast cancer walks.
Hoyle, Amy Rose.
The role of public relations in breast cancer walks.
- 98 p.
Source: Masters Abstracts International, Volume: 44-01, page: 0019.
Thesis (M.A.)--University of Southern California, 2005.
Breast cancer awareness and fundraising has evolved in the past two decades. With an increase in cause-related marketing initiatives, organizations must consider how to brand an event in such a manner that it creates a binding and long-lasting relationship with participants ensuring not only current but future success.
ISBN: 9780542209222Subjects--Topical Terms:
1017395
Mass Communications.
The role of public relations in breast cancer walks.
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This thesis examines the development of the extended-length breast cancer walk and demonstrates the successful role public relations plays in the event. In this case, public relations creates a connection between participants, the cause, the sponsor, and the event, triggering a behavioral change from awareness of an issue to active participation supporting the issue. This connection creates an influencer that brings credibility to the cause-related program. Finally, this thesis evaluates the marketing campaigns used and ascertains the best techniques and strategies for the public relations profession to follow when creating a breast cancer walk or cause-related initiative.
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