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.

Publication Statement

Copyright is held by the author. Permanently suppressed.

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