论公益广告的有效传播

本文分析了我国公益广告传播中存在的问题,并从传播主体、广告创作、媒介选择,效果测评等四方面对公益广告的有效传播进行探讨.     

Is saying ‘sorry’ enough? examining the effects of apology typologies by organizations on consumer responses

Apology has been found to be the most effective strategy in times of crises. However, there is a dearth of research on the kinds of apology used and how primary stakeholders, in particular consumers, received them. This study aims to examine consumer responses to the types of apologies offered post crises against the levels of attribution of responsibility. We also assess the potential mediating role of ethical concerns by developing the Perception-Behavioral Model of Crisis Response. An experiment was conducted to ascertain consumers’ impression of the organization post-apology. The results showed that the attribution of crisis responsibility significantly influences complaining, withholding and negative word-of-mouth behaviors. However, a very high degree of apology issued by the organization does not necessarily translate to reduced negative responses from consumers in light of the large attribution of responsibility. Finally, the Perception-Behavioral Model of Crisis Response suggests that ethical concerns can mediate negative behavioral intentions from consumers.     

Selling the Library from the Reference Desk

Abstract

Many library directors and administrators spend a significant portion of their time attempting to market the library and its services. Getting patrons into the library and keeping their business is an integral part of the day-to-day management of the library. This mission, however, is not always effectively passed on to the front lines to the one group of people who face the patrons on a daily basis -the reference librarians.

This article will show how the library's service points can be used as marketing tools; outline what librarians and public service staff should know about their library; and discuss ways in which reference service librarians can help further the library's marketing and public relations goals.     

Competition and the decline in Western television program popularity in Indonesia during the 1990s

Despite the country's population base of 240 million, Indonesian television has not been widely explored in academic and professional venues. This paper examines the impact of competition on the popularity of foreign programs in the Indonesian market during the mid-1990s. Analyzing recently released ratings data from a television ratings service, this paper suggests that competition has given rise to the popularity of local programs, while foreign program popularity has declined steeply during the same three year period. The findings also suggest that cultural proximity is a factor of the popularity of programs. By 1997, Asian programs outnumbered Western programs on the top 100 highest rated program lists in Indonesia. We explore implications of study findings for filling this void in the literature.     

Introducing NurseSearchTM into an Academic Setting

NurseSearch^TM is a floppy disk, abridged version of the Cumulative Index to Nursing and Allied Health Literature (CINAHL), covering about sixty journals. The program is a menu-driven software package designed to allow end users with no prior searching experience to perform their own searches. It is available in annual editions from 1985 to the present. This paper describes the introduction of NurseSearch^TM within the Libraries at Kent State University and its School of Nursing. Reactions of new users to selected program operations are identified. Conclusions from a trial period are set forth.     

论图书馆的公共关系工作

论述了图书馆公共关系工作的意义、对象、内容与公关人员的素质。     

INCREASED NEWS ACCESS FOR INTERNATIONAL NGOs?

The combined interplay of commercialisation, digitalisation and globalisation offers opportunities for international non-governmental organisations (NGOs) to gain more news access. We set up a quantitative content analysis to study how and to what extent press releases from the international NGO Médecins Sans Frontières (MSF) were adopted in foreign coverage by four Flemish newspapers (1995–2010). First, the analysis shows that fewer articles were based on MSF press releases in 2010 than in 1995. Furthermore, we found that Flemish journalists generally supplemented the MSF press releases with additional information. The decreased agenda-building capacity of MSF can be explained by the nature of events (violent conflicts in 1995 versus natural disasters in 2010) and by the increased competition between NGOs in 2010. The fact that MSF press releases and articles increasingly discuss global issues nonetheless indicates that globalisation offers opportunities for international NGOs to enhance their agenda-building capacities. Second, our research found less evidence to support often heard complaints about “churnalism” in newsrooms and showed that public relations can also be a positive factor in the news production process; specifically, we found that MSF press releases are often used to counterbalance the “official” message coming from political representatives or contending parties.     

Government public relations when trouble hits: exploring political dispositions,situational variables,and government–public relationships to predict communicative action of publics

Government agencies may face a crisis due to their inappropriate responses to natural or man-made disasters. However, crisis communication in government public relations has not been extensively researched. This study aimed to explore a segmentation framework to predict the communicative action of citizens by using political dispositions, situational variables and organization–public relationships (OPRs). Ideology, voting history, trust, and problem recognition were significant factors to predict pro-government megaphoning, whereas referent criterion was a significant factor to predict anti-government megaphoning.     

论公共关系给图书馆带来的四大影响——基于案例分析的综合研究

文章研究了公共关系在国内的产生及图书馆公共关系活动的开展情况,并基于案例分析了公共关系给图书馆带来的增进对图书馆的了解、提高图书馆效益、提高图书馆地位、促进图书馆发展四大影响,认为各图书馆通过开展公共关系活动,协调图书馆的社会关系,对图书馆自身而言,能优化图书馆的工作,提高整体效益,从而塑造良好的形象;对图书馆事业而言,能提高图书馆的社会地位;促进图书馆事业的发展。     

女性媒介中的国家、市场与性别话语——对90年代以来《中国妇女》杂志女性报道的内容分析

本文以《中国妇女》杂志为例,对其女性报道进行了内容分析。     

新媒介环境下的跨文化传播——以讲述“美丽江苏”故事为例

在全球化时代,跨文化传播对于塑造自身形象、增进理解意义重大。新的国际格局和传播环境要求跨文化传播在传播主体、渠道、内容、受众意识等方面进行变革。本文以\"美丽江苏\"的跨文化传播为例,分析了这一品牌形象传播的现状和问题,提出\"六结合\"的理念和具体的传播策略。它们指向了这样一种对跨文化传播的理解:跨文化传播是一座\"桥\",连接了不同的群体,其价值不是为了传播自己,而是依靠对\"自己\"的传播,争取相互之间的理解。     

论图书馆的公共关系

文章就图书馆公共关系的概念、构成要素以及图书馆公共关系内容和基本原则、如何强化“公关”意识等进行探讨。