描绘美国非营利基金会的图景:通过在线通讯社发布的公共关系照片的内容分析

Q3 Economics, Econometrics and Finance

International Journal of Nonprofit and Voluntary Sector Marketing Pub Date : 2011-05-01 DOI:10.1002/NVSM.408

Richard D. Waters, Weijia Wang

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引用次数: 4

摘要

研究表明，印刷出版物中近75%的新闻报道来自公共关系信息补贴，如新闻稿、情况说明书和立场文件。通常，组织会随这些材料发送照片，希望媒体能够发表这些照片;因此，增加新闻故事的读者，并最大限度地提高组织对关键受众的曝光率。本研究调查了2006年至2009年美国非营利基金会通过在线新闻通讯社发布的339张随机抽样照片。结果表明，大多数照片都是摆拍的，而不是更有趣的实景照片。进一步讨论了这些结果的影响，并提出了改善媒体关系这一因素的正式建议。版权所有©2011 John Wiley & Sons, Ltd

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Painting a picture of America's nonprofit foundations: a content analysis of public relations photographs distributed through online wire services

Studies have shown that nearly 75% of news coverage in print publications stem from public relations information subsidies, such as news releases, fact sheets, and position papers. Often, organizations send photographs along with these materials in hopes that the media will publish these pictures; thereby, increasing readership of the news story and maximizing the organization's exposure to key audiences. This study examines 339 randomly sampled photographs distributed by American nonprofit foundations through online news wire services from 2006 to 2009. The results indicate that the majority of photographs are staged rather than more intriguing live-action photographs. The implications of these results are further discussed with formal suggestions for improving this element of media relations. Copyright © 2011 John Wiley & Sons, Ltd.

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来源期刊

International Journal of Nonprofit and Voluntary Sector Marketing BUSINESS-

CiteScore

1.60

自引率

0.00%

发文量

期刊介绍： International Journal of Nonprofit and Voluntary Sector Marketing provides an international forum for peer-reviewed papers and case studies on the latest techniques, thinking and best practice in marketing for the not-for-profit sector. Its objective is to provide a forum for the publication of refereed papers and practice notes which are of direct relevance to the practitioner while meeting the highest standards of intellectual rigour. In so doing, the Journal seeks to encourage communication and the sharing of expertise between all those concerned with nonprofit marketing, including those who are involved with fundraising and marketing, public relations, advertising and communications, IT and database management, academics and consultants to the sector. The main sectors covered by International Journal of Nonprofit and Voluntary Sector Marketing are: Goods and services marketing, Fundraising, Advertising and promotion, Branding and positioning, Campaigns and lobbying, Ethics and fundraising, Information technology and database management, Sponsorship, Public relations, Events management.