Resume

• 2001

  TCU

  Julie O’Neil

  Ph.D. is an associate professor in the Schieffer School of Journalism at Texas Christian University where she teaches undergraduate and graduate courses in public relations

  advertising

  integrated marketing

  and research methods.

  TCU

• 1999

  Lowell Bennion Community Service Center

  Lowell Bennion Community Service Center

• 1997

  Julie

  O'Neil

  Ph.D.

  University of Utah

  University of Utah

  Doctor of Philosophy (Ph.D.)

  Communication

  University of Utah

• 1994

  Randolph-Brooks Federal Credit Union

  Public Relations Journal

  Texas Christian University

  Julie O'Neil

  Ph.D.

  currently serves as Senior Associate Editor for the Public Relations Journal

  a free academic journal dedicated to offering the latest public relations and communication-based research that impacts the practice. The journal may be accessed here: https://prjournal.instituteforpr.org

  Public Relations Journal

  Associate Dean for Graduate Studies and Administration

  Texas Christian University--Bob Schieffer College of COmmunication i

  Randolph-Brooks Federal Credit Union

  Professor

  Texas Christian University

• 1993

  HEB Grocery Company

  Texas Christian University--Bob Schieffer College of COmmunication i

  HEB Grocery Company

• 1988

  BJ and BBA

  Public Relations

  Marketing

• Research

  University Teaching

  Media Relations

  Corporate Communications

  Corporate Social Responsibility

  Advertising

  Public Relations

  Non-profits

  Qualitative Research

  Integrated Marketing

  Marketing Communications

  Publishing

  Strategy

  Facebook

  Social Media

  Event Planning

  Nonprofits

  Social Media Marketing

  Strategic Communications

  Marketing

  An Examination of the Validity

  Reliability

  and Best Practices Related to the Standards for Traditional Media

  The purpose of this research is twofold: (1) to test the reliability of the proposed media standards based upon a content analysis of a randomly selected sample of media coverage; and (2) to provide a “ready-made” set of tools in the form of a tested and effective media coding guidebook and coding instructions to enable public relations practitioners to implement media content analysis with the necessary transparency in methodology and confidence of replication. In this two-year

  two-phase research project

  six independent coders systematically analyzed 106 stories about Wal-Mart based upon the 2012 proposed media standards.

  An Examination of the Validity

  Reliability

  and Best Practices Related to the Standards for Traditional Media

  Vicki S. Bagwell

  Betsy A. Hays

  One hundred and fourteen full-time public relations educators responded to an electronic survey in June 2012. Sixty-one percent of respondents teach entrepreneurial skills or concepts. Public relations educators believe that entrepreneurship should be embedded in certain courses

  such as Public Relations Campaigns and Public Relations Management

  and that students should learn how to understand financial information

  secure clients

  and work with vendors. In the in- depth interviews

  educators said that teaching entrepreneurship in public relations is important

  although their ideas differed regarding its priority in the curriculum. Pedagogies included folding entrepreneurship into lectures in beginning courses

  tying ideas into the management of student- run firms

  and having students in the capstone campaigns course prepare and present proposals to clients. Assessment of these activities includes some nontraditional ideas such as incorporating client and peer input.

  An Assessment of PR Educators’ Perceptions of and Approaches to Teaching Entrepreneurship

  Although public relations practitioners and researchers frequently tout the ability of Facebook to foster relationships between organizations and publics

  sparse research has empirically investigated the specifics of that process. Corporations and nonprofit organizations have different missions and publics with whom they communicate

  because they likely use different relationship cultivation strategies via Facebook. This study extends research on relationship theory by examining how Fortune 500 companies and nonprofit organizations from the Philanthropy 200 use Facebook to cultivate relationships. Both Fortune 500 companies and nonprofit organizations most frequently use strategies—openness

  disclosure

  and access—that exemplify one-way communication. Corporations outperform nonprofit organizations in their usage of the assurance strategy

  as evidenced by the fact that corporations responded to users’ questions on average 75% of the time

  whereas nonprofit organizations responded on average 45% of the time. Neither type of organization is fully utilizing the interactive relationship cultivation strategies of networking and sharing of tasks.

  An Examination of Fortune 500 Companies’ and Philanthropy 200 Nonprofit Organizations’ Relationship Cultivation Strategies on Facebook