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首页> 外文期刊>Journal of Applied Communications >Managing Media Relations: Determining the Reputation of Land Grant Institutions from the Perspective of Media Professionals
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Managing Media Relations: Determining the Reputation of Land Grant Institutions from the Perspective of Media Professionals

机译:管理媒体关系:从媒体专业人员的角度确定土地赠款机构的声誉

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In recent years, the land grant university has struggled with public awareness outside of its traditional audiences, indicating a potential disconnect between the general public and the media. The purpose of this study was to assess the perceptions and awareness of media with regard to the image and reputation of the University of Florida’s Institute of Food and Agricultural Sciences (UF/IFAS). A sample of 150 state and local media professionals was surveyed to assess perceptions and awareness of UF/IFAS. The results indicated that the media’s perceptions of UF/IFAS image and reputation were positive, but their awareness of the institution’s range of program areas was low. Media professionals consider the information provided by UF/IFAS to be credible, useable, and newsworthy. Respondents said the environment, followed by disaster preparation and recovery were the most important topics to their target audience, while the least important topics to their target audience were 4-H youth development and agriculture. Media professionals were more likely to use UF/IFAS as a source for agriculture and natural resource topics than other topics. Other universities should consider conducting similar research to develop a body of knowledge on media relations at land grant institutions.
机译:近年来,土地赠款大学在传统受众之外一直在努力提高公众意识,这表明公众与媒体之间存在潜在的脱节。这项研究的目的是评估媒体对佛罗里达大学食品与农业科学研究所(UF / IFAS)的形象和声誉的看法和认识。对150名州和地方媒体专业人员进行了抽样调查,以评估对UF / IFAS的看法和认识。结果表明,媒体对UF / IFAS形象和声誉的看法是正面的,但他们对该机构计划范围的了解却很低。媒体专业人士认为,UF / IFAS提供的信息是可信的,可用的和具有新闻价值的。受访者说,环境,灾难的准备和恢复是目标受众最重要的话题,而目标受众最不重要的话题是4-H青年发展和农业。与其他主题相比,媒体专业人士更可能将UF / IFAS用作农业和自然资源主题的来源。其他大学应考虑进行类似的研究,以在土地授予机构中发展有关媒体关系的知识体系。

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