This study examines how television executive producers are utilizing the social media platform of Twitter as a public relations tool. Utilizing a qualitative textual analysis, this study examines 10 executive producers' use of Twitter over a three-week period. The results of the textual analysis indicated executive producers primarily used Twitter as a public relations tool in five different themes: clarification, compliment, gratitude, promotion, and engagement. Future research should utilize additional qualitative research through in-depth interviews with industry professionals such as television executive producers or public relations firms that work directly with the television industry and those who specifically work with television executive producers.
College and Department
Fine Arts and Communications; Communications
BYU ScholarsArchive Citation
Nash, Scott Joseph, "Television Executive Producers' Use of Twitter as a Public Relations Tool" (2015). Theses and Dissertations. 5554.
Twitter, public relations, television, social media, strategic communications, stakeholder