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    Non-profit organisations and stakeholder relationships : assessing digital communication through public relations theory : a thesis presented in partial fulfilment of the requirements for the degree of Master of Communication in Public Relations at Massey University, Wellington, New Zealand
    (Massey University, 2017) Kirkwood, Christine Anne
    This research examines New Zealand non-profit organisations’ (NPOs) use of digital communication channels to assess if digital channels are being used effectively for stakeholder engagement. Qualitative interviews with 20 communication practitioners examined whether/how the NPOs are using multiple digital channels and identified the five most popular digital channels. The interview data was analysed using HyperRESEARCH and the five most popular channels identified overall were websites, e-newsletters, Facebook, Twitter and YouTube. Although the participating NPOs are all using multiple digital channels, the communication practitioners could not confidently say the channels achieve the organisation’s goals, or assist with stakeholder engagement and participation. To help assess if the channels are being used strategically and are achieving the organisations’ purposes, a quantitative content analysis of the most popular digital channels of five NPOs was undertaken. The channels’ content was also assessed to identify if the communication practitioners are using public relations theories for dialogic communication, relationship management and stakeholder engagement. Results of the interviews and the content analysis reveal that NPOs are not using their channels strategically, and are not always achieving their desired purpose. The communication approach by the NPOs is scattershot and ad hoc, and evaluation of the communication is limited. To assist NPOs to improve their use of digital channels to build effective stakeholder relationships, recommendations include using public relations theories, building a digital communication strategy, making differentiated use of individual channels – rather than using a one-size-fits all approach – and ensuring evaluation of the digital communication to maintain best practice. This should provide NPOs with evidence of improved stakeholder engagement and relationships.
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    Examining Facebook practice : the case of New Zealand provincial rugby : a thesis presented in partial fulfilment of the requirements for the degree of Masters in Sport and Exercise at Massey University, Palmerston North, New Zealand
    (Massey University, 2016) Cole, Jason
    Social media have become a defining feature of 21st century communications. Conceived in 2004 Facebook has risen from relative obscurity to become the most visited website in the world. While social media use has grown exponentially, so too has its influence. Sport organisations were quick to capitalise on Facebook’s popularity particularly with the introduction of brand pages in 2010. The trend is no different particularly in New Zealand Rugby’s (NZR) National Provincial Championship (NPC). However recent research indicates a lack of understanding and consistency in evaluating effectiveness within the context of Facebook. Scholars have further acknowledged a need to move beyond simple metrics as measures of performance. Using a mixed method approach this case study of four NPC rugby teams investigated the understanding of effective Facebook practice. Thematic analysis of qualitative questionnaires completed by each page’s main administrator explored their understanding of effective Facebook practice. The researcher also utilised an auto-ethnographic journal to document his own experience of managing one of the participating brand pages. Page performance was also investigated through analysis of Facebook insights data to establish how it may be more accurately interpreted to inform best practice. Results reveal that administrators perceive lack of control, maintaining credibility, guaranteeing reach and resource allocation to be the most prominent challenges faced by these brand pages. Such issues provide further tensions when attempting to justify social media use and effectiveness within sport organisations. Furthermore, teams are faced with commercial obligations to post sponsor content that may negatively impact user engagement. In addition, findings suggest that contrary to popular belief, greater total network sizes do not guarantee greater reach and engagement. It is proposed that teams consider proportional measures of performance when seeking to measure Facebook performance. Holistically the research sets a platform that can be used in future studies to tangibly connect Facebook effectiveness to organisational strategy and objectives.
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    New imaginaries of war : how Hamas and the Islamic State advance their political objectives on a virtual battlefield : a thesis presented in partial fulfilment of the requirements for the degree of Master of Philosophy (College of Humanities and Social Sciences) at Massey University, Albany Campus, New Zealand
    (Massey University, 2017) Mold, Francesca Annemarie
    This thesis argues that Hamas and the Islamic State, two non-state armed groups located in the Middle East, each carefully calibrate their own war-fighting activities with their communications approaches in order to achieve their respective political objectives. Drawing on scholarship focusing on non-state armed groups and political communication, as well as other secondary sources such as specialist journalism, the thesis critically analyses online communications material distributed by Hamas and the Islamic State through official and affiliated websites, digital publications, YouTube clips, tweets, and other social media platforms. While there is a striking degree of conformity between the sophisticated, comprehensive, and disciplined communications approaches used by these two groups, the thesis argues that key differences during especially intense periods of conflict — specifically, between June and October 2014 — reflect the divergent ways in which Hamas endorses, and the Islamic State disrupts, the prevailing world order as each pursues their own cause. It also notes that much of the recent scholarship highlighting the use of social media by non-state armed groups overestimates the impact of the virtual world on the actions of their followers in particular and attempts to influence the hearts and minds of a global audience more broadly.
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    Impact management and social performance in the petrochemical industry in Taranaki : a thesis presented in partial fulfilment of the requirements for the degree of Master of Philosophy in Development Studies at Massey University
    (Massey University, 2000) Whyte, Mandy
    This thesis addresses the practices of the petrochemical industry, in particular exploration and production companies (E& P), in interacting with operations-affected community stakeholders. It does so by reviewing the range of methodologies common to the industry, and by surveying companies active in the Taranaki region of New Zealand. It seeks to answer the question: how can exploration companies minimise their social impacts and conflict with operations-affected communities, and the associated costs, in a mutually acceptable and sustainable way? The thesis challenges the practice of addressing community concerns with, what the author has identified as, a public relations approach, the primary and underlying purpose of which is, it is argued, to further the economic interests of business. It maintains that practices arising from a public relations approach are both socially inappropriate and commercially ineffective when applied to communities who are negatively affected by companies with which they are obliged to share the same social and physical environment. Instead the thesis supports a community development approach to interactions between the petrochemical industry and community stakeholders. This approach emanates from a philosophical framework that espouses human rights and the integration of social, environmental and economic development as an enduring function of commercial enterprise. It is posited that effective management of the dynamics of opposing interests will not be achieved through companies deploying 'nice people' to negotiate with disaffected, disparate and disempowered groups, but through the use of qualified social practitioners and the community development tools of social assessment, participation and empowerment to create mutuality beneficial outcomes.
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    The role of public relations strategies in shaping or reflecting national identity : a content analysis of the speeches of two Governors-General in New Zealand : a 219.899 presented in partial fulfilment of the requirements for the degree of Master of Communication at Massey University, Auckland, New Zealand
    (Massey University, 2015) Brunzel, Natalie Yvette
    This thesis focuses on the role public relations strategies perform in reflecting or shaping New Zealand identity by using content analysis to examine the speeches of two Governors-General from different eras. The core data which is the focus of this analysis comprises the swearing-in, Waitangi Day and Anzac Day speeches delivered by Lord Cobham (1957-1962) and Sir Jerry Mateparae (2011-present). Cobham, an English aristocrat, became Governor-General a decade after New Zealand commenced governing independently and ended a decade before Britain joined the European Union. It signals a time when New Zealand prosperity hinged on Britain and represents a moment in time when British ideology was strongly linked to New Zealand identity. Mateparae, a New Zealander with Maori ancestry, took office at a time of increased debate surrounding the nation’s identity in relation to the flag. A comparison between the two offers insight into the fluidity of the nation’s identity. Amidst the debate of the flag is an underlying questioning of the need for New Zealand to maintain its link with Britain. The Governor-General’s role is ceremonial, constitutional and community focused. This means the incumbent performs a key part, by delivering speeches, in the rituals which symbolise the nation’s identity (e.g., Waitangi Day). It is important to understand whether the Governor-General is shaping or reflecting the New Zealand national identity as the role requires s/he be apolitical. Qualitative content analysis was used to analyse the data applying the rhetorical theory framework. The findings suggest that two Governors-General have used public relations strategies to primarily reflect the dominant publics’ national identity, within the existing social hierarchy. The findings of this research could be furthered by an analysis of what New Zealanders perceive to be the role of the Governor-General and who s/he reflects compared with the findings of this thesis which emphasised that only the views of the influential publics were being reflected.
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    Towards achieving global standards : the role of public relations in processes and outcomes of corporate social responsibility initiatives in Malaysia : a dissertation presented in partial fulfilment of the requirements for the degree of Doctor of Philosophy in Communication at Massey University, Wellington, New Zealand
    (Massey University, 2013) Mohd Hasan, Nurul Ain
    The overarching aim of this thesis is to explore the current corporate social responsibility (CSR) performance of Malaysian multinational corporations (MNCs). Specifically, CSR performance is measured against global best- practice standards and the role given to public relations in CSR is investigated. This thesis examines links between CSR and public relations in the context of Malaysian organisations. Research about CSR in Malaysia often focuses on management and accounting perspectives and little attention has been given to connecting public relations theories and concepts with CSR. This study fills that gap by applying public relations theories to help explain CSR practice and standards in Malaysia. A qualitative mixed-methods approach was employed, within an overall interpretivist framework. An interpretive textual analysis of 45 annual reports and 10 stand-alone sustainability reports from selected Malaysian MNCs was conducted. Eight existing global best-practice guidelines commonly used in developing nations were collated into a single instrument which guided the analysis. Interviews with 11 public relations practitioners from six case-study MNCs with experience of the roles of public relations in CSR in Malaysia provided triangulation of data. Results suggest CSR reporting by Malaysian MNCs falls short of global standards. Reporting tends to focus most on charitable donations and accountability and less on international certified standards and human rights. The case studies indicate Malaysian public relations practitioners tend to hold technical roles in CSR and lack leadership roles. The research supports the contingency theory of public relations by suggesting that the current lack of thoroughness in CSR reporting is a consequence of companies accommodating themselves to local laws and requirements. It also suggests a relationship between technical public relations roles and sub-standard reporting. However, the research is complicated by factors such as reputational standing and ownership of companies. This thesis recommends that future research expands these findings with a quantified evaluation of performance standards and public relations roles on a larger scale. It is also suggested that the best-practice instrument used in this research can provide a single comprehensive guide for CSR managers and future researchers.
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    Engaging fans on Facebook : how New Zealand organisations are communicating on Facebook to build and maintain relationships with their publics : a thesis presented in partial fulfilment of the requirements for the degree of Master of Management in Communication Management at Massey University, Wellington, New Zealand
    (Massey University, 2012) Gardner, Danae
    research examined how Facebook is being used as a communication tool by commercial organisations in New Zealand to build and maintain relationships with their publics. The research questions were produced by identifying a gap in public relations literature, which revealed a lack of an integrated framework to assess organisations’ communication with publics on social networking sites (SNS) from a relationship management perspective. The research questions explored how Facebook is being used as a communication tool by certain New Zealand organisations and their Facebook fans and how the findings of this study relate to specific relationship cultivation and outcome measures as identified in public relations literature. A content analysis was carried out on twelve New Zealand commercial organisations’ official Facebook pages. The main unit of analysis was a single Facebook post, and 21 days of material was collected. Results showed that organisations used a range of interactive and engaging communication activities/strategies such as conversation exchanges, asking and answering questions, compliments and positive reinforcements, which related to relationship cultivation strategies and relational outcomes. Communication activities such as traditional media-type relations like posting press releases or links to news stories were rarely utilised; however, communication activities such as text-based announcements appeared to substitute this. The results were discussed in light of the research questions and concluded with recommendations to conduct further research in the area of commercial organisations communicating on SNS and the effectiveness of that communication within the relationship management framework.