Title

Changing Stakeholder Perceptions through Increased Engagement: Social Media Public Relations Plan for Suitts Center for Career Services

Date of Award

11-13-2010

Document Type

Capstone Project

Disciplines

Organiz. & Prof. Communication

Degree Name

Master of Professional Studies

Department

Organiz & Prof Communication

Advisor

Greta Covell Gloven

Keywords

career services; implementation; public relations; social media plan; university

Abstract

Career services at the university level and social media do not typically engage. The rapid growth of social media is quickly changing the discipline of public relations. If a career services office incorporates social media into their overall marketing efforts, will stakeholder engagement increase? This Capstone Project attempts to answer that question through two types of primary research: interviews with career services professionals to discover how social media is used and surveying of key stakeholders to determine communication preferences. A social media public relations plan for a career services office is the culmination of these findings. This plan serves as a practical application for organizations interested in implementing social media.

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