Date of Award
Spring 5-12-2021
Degree Type
Thesis
Degree Name
MA Public Relations
Department
Communication and the Arts
Advisor
Renee Robinson, Ph.D.
Committee Member
McKenna Schray, Ph.D.
Committee Member
Ruth Tsuria, Ph.D.
Committee Member
Gregory Stevens, M.A.T.
Keywords
higher education, public relations, digital journalism, prospective students, college, university, website, feature story, engagement
Abstract
Higher education institutions (HEI) are facing increasing competition for student enrollment. Studies indicate that websites are now the main source of a prospective student’s information-gathering process, but little research has been done on how higher education institutions can operationalize their websites as functions of public relations to persuade prospective students to apply. This project investigates how concepts of digital journalism can be used to create online feature stories that engage prospective students. A case study was conducted that included an examination of digital journalism literature, an analysis of digital journalism and public relations textbooks, and a content analysis of college feature stories. Findings guided the creation of an instructional website for student workers, teaching actionable items on reporting topics, storytelling with visuals, engaging audiences, and attributing content within the framework of higher education public relations.
Recommended Citation
DeSimone, Hunter, "Digital Journalism within the Framework of Higher Education Public Relations: A Case Study and Manual for Creating Online Feature Stories to Engage Prospective Students" (2021). Seton Hall University Dissertations and Theses (ETDs). 2897.
https://scholarship.shu.edu/dissertations/2897
Included in
Communication Technology and New Media Commons, Higher Education Commons, Journalism Studies Commons, Public Relations and Advertising Commons
