2012 PROCEEDINGS - Public Relations Society of America

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40-50% from search 20% direct traffic 20-30% referral traffic 10% campaigns Note that these are general ideals. In this example, we are overleveraged in search traffic and could use more referral traffic. It‘s important to note that we don‘t actually want less traffic from search; we really want a ―bigger pie‖ in which the search component is less prominent. Now let‘s look at the next screen to better look at the keywords that people came on. Here‘s a sample from the report: Do this: on the bottom right of the screen, click on “view the full report” to see the search keywords that people used. Note: another way to get more “clicks in the bucket” is to view more rows of the report, such as 100 instead of the default 10. Action items from this report: 1. Learn the most popular searches that bring visitors to your site. 2. What keywords surprised you? What keywords seem to be missing? 3. How could you create more content around popular searches? 174
4. Some keywords generate more clicks than others – take note 5. Are your SEO terms aligned with the terms people are actually using? 6. Visit the Google keyword tool (http://bit.ly/W4oPdM). Use it to generate more keyword ideas. If you would like a visual representation of your search keywords, export the report into a .csv file (top of page), open in a spreadsheet, and copy the keywords to the clipboard. Paste into http://wordle.net to make a word cloud: The resulting word cloud can help you clarify the identity of the site as its users see it. 2. Visitors from referral sites Referral visitors come on a link from another site. You might think of referral visitors as a digital cousin of placements from media relations. Your job here is to build relationships with other web sites so they will bring your referral visitors. You should expect the top referrals to come from search engines. If you‘re running a social media campaign, you can evaluate your success on this report. And then you‘ll see the websites that have mentioned you and provided a link. These are not only an important source of traffic, but also a signal that search engines consider when ranking your site. 175
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2 0 1 2 P R O C E E D I N G S S A N
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Table of Contents Research Papers A
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RESEARCH PAPERS 5
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campus public relations agency. Wor
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involves researchers reviewing the
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showed generalizibility. Therefore,
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References Allen, M. J. (2004). Ass
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Table 2 Small sample of the evoluti
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Table 4 Instrument Refinement Data
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Table 5 Instrument Refinement Data
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Appendix Firm‟s Logo Client Satis
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This section addresses how you feel
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Communication Tools/Tactics Created
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Communication Skills of the Student
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Additional Comments This section al
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Hope for the Future: Millennial PR
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difference with their work, and the
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with participants lacking discretio
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advise on the best strategy, not to
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opportunities.‖ She also added th
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answering all of these questions th
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2011). The lack of control some Mil
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References Berger, B. K., & Reber,
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Looking Back, Looking Forward: A Th
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Internet and Web would help democra
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In 2010, Smith (2010b) used Twitter
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ecently reported implications of Wi
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Internet, as well as the role of cu
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In 2011, Freberg, Graham, McGaughey
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Conclusion Figure 1 on the followin
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How can new media be used to increa
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DiStaso, M.W. (2012). Measuring pub
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Johnson, M.A. (1997). Public relati
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McKeown, C.A., & Plowman, K.D. (199
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Sweetser, K.D. (2007). Blog bias: R
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Yang, A., & Taylor, M. (2010). Rela
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effective public relations practiti
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Additionally, many public relations
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evidence has suggested that public
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As indicated in the literature revi
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This study shows several areas in w
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Table 4: Distribution Across Employ
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Table 7: Frequency of Engagement in
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Table 8: Frequency of Use of KSAs b
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In the context of the public relati
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Lazarus and Folkman (1984) proposed
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identified as educators, and who sk
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practitioners were confronted with
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Organizational factors are importan
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extend one‘s social capital; in c
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Duhachek, A. (2005). Coping: A mult
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5. Instrumental Support I tried to
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Table 2 Hierarchical Regressions Pr
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elations effects are generally long
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includes the effects of distributed
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[INSERT TABLE 3 ABOUT HERE] The Gra
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David, P., Kline, S., & Dai, Y. (20
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Table 2 Augmented Dickey-Fuller uni
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Table 6 The result of the Toda and
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Communication Excellence and Public
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organize and integrate a group of p
Page 123 and 124: agencies in the southwestern United
Page 125 and 126: One participant expressed her perce
Page 127 and 128: Dozier, D. M., Grunig, L. A., & Gru
Page 129 and 130: programs, [...] and the delineation
Page 131 and 132: Freidson, 2001; Krause, 1996). Moll
Page 133 and 134: and larger public relations departm
Page 135 and 136: Table 1 Professionalism Dimensions:
Page 137 and 138: Estimation for the initial measurem
Page 139 and 140: Figure 3: Coefficients are unstanda
Page 141 and 142: Bowen, S.A. (2007). Ethics and publ
Page 143 and 144: Krause, E. A. (1996). Death of the
Page 145 and 146: Weis, D., & Schank, M.J. (1997). To
Page 147 and 148: environments: inclusive and transfo
Page 149 and 150: Purpose How do PRSSA faculty advise
Page 151 and 152: Findings The descriptive data indic
Page 153 and 154: advisers were ethical values and or
Page 155 and 156: The recognition for long-term facul
Page 157 and 158: PEDAGOGICAL POSTERS 157
Page 159 and 160: Professional Development Assignment
Page 161 and 162: shadow a professional opened my eye
Page 163 and 164: Building Student Networking Skills:
Page 165 and 166: incentive for demonstrating great i
Page 167 and 168: Populating the E- Portfolio: Reflec
Page 169 and 170: Table 1: Management, Message Design
Page 171 and 172: Students were assigned 25 minute bl
Page 173: Some basic Google Analytics reports
Page 177 and 178: Do this Click on “Content,” the
Page 179 and 180: Preparing Backgrounders and Proposa
Page 181 and 182: going out to eat. But what does tha
Page 183 and 184: Teaching and Mentoring Through Soci
Page 185 and 186: prevalent in journalism students wh
Page 187 and 188: normalization was utilized as the r
Page 189 and 190: But what about the students in grou
Page 191 and 192: “How a Graduate Practicum Class H
Page 193 and 194: O How did the client feel about the
Page 195 and 196: students practice skills and educat
Page 197 and 198: References Bagglione, S. (2006) Rol
Page 199 and 200: etween client preferences, practice
Page 201 and 202: References Austin, L.L., & Toth, E.
Page 203 and 204: webinars that will be used in one o
Page 205 and 206: Assessing the State of Public Relat
Page 207 and 208: adequately prepares students for la
Page 209 and 210: eviewed articles; the other two may
Page 211: The remaining points possible were
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2012 PROCEEDINGS - Public Relations Society of America

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