8Th INTERNATIONAL PUBLIC RELATIONS
9th INTERNATIONAL PUBLIC RELATIONS RESEARCH CONFERENCE PROCEEDINGS Changing Roles and Functions in Public Relations Best Western South Miami South Miami, Florida March 9 – March 12, 2006 Edited by Marcia Watson DiStaso University of Miami RESEARCH CONFERENCE STEERING COMMITTEE Don W. Stacks, Ph.D., University of Miami, Conference Director Marcia Watson DiStaso, MA, University of Miami, Conference Assistant Tina B. Carroll, ABD, University of Miami John W. Felton, Institute for Public Relations (emeritus) John Gilfeather, Roper Public Affairs, GfK Dean Kruckeberg, Ph.D., APR, Fellow PRSA, University of Northern Iowa Fraser Likely, Likely Communication Strategies, Ltd. David Michaelson, Ph.D., David Michaelson and Company, LLC Douglas A. Newsom, Ph.D., APR, Fellow PRSA, Texas Christian University Frank Ovaitt, Institute for Public Relations Katie Delahaye Paine, KDPaine & Partners Brad Rawlins, Ph.D., Brigham Young University Judy VanSlyke Turk, Ph.D., APR, Fellow PRSA, Virginia Commonwealth University Donald K. Wright, Ph.D., APR, Fellow PRSA, University of South Alabama Lynn M. Zoch, Ph.D., University of Miami Educator Academy Liaison to Committee Betsy Ann Plank, APR, Fellow PRSA Laurie Wilson, Ph.D., APR Past Conference Directors Melvin Sharpe, Ph.D., APR, Fellow PRSA TABLE OF CONTENTS Ahles, Catherine B., Brian Parker, Jody Rafkind, & Marlene Morejon “Showcase Brochures:” The Role of Mega-Collateral In IMC Campaigns to Market High-End Real Estate……………………………………………………………………………………………. 1 Alessandri, Sue Westcott, Sung-Un Yang, & Dennis Kinsey An Integrative Approach to University Visual Identity and Reputation…………………………………... 12 Argenti, Paul A. Measuring the Value of Communications…………………………………………………………………….. 25 Bollinger, Lee & Elsa Crites Image Modification of a Leading Nonprofit Organization as a Means to Help Hispanics in Horry County, South Carolina………………………………………………………………………………….
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