The pitfalls of publicizing ethics research

Neale, Larry, Fullerton, Sam, & Johnson-Morgan, Melissa (2010) The pitfalls of publicizing ethics research. In Proceedings of Society for Marketing Advances Conference 2010, Society for Marketing Advances, Sheraton Atlanta Hotel, Georgia.

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What happens to our research once it hits the popular media? Do marketers know how to promote our research in a way that is understandable and complete, while still capturing an audience? This case study follows the dissemination of the results of a consumer ethics study via a single press release, along with the resulting media coverage, interviews and audience comments. Perhaps in their quest for a touch of controversy, the story picked up by the popular press was not the one intended by the authors. If getting the public story right is important, marketing academics need to spend as much time carefully crafting their press releases as they do writing journal manuscripts – they may not be able to rely on the ethics of media sub-editors who choose controversial headlines.

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53 since deposited on 18 Jan 2011
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ID Code: 39526
Item Type: Conference Paper
Refereed: Yes
Keywords: publicity, ethics, consumer, press release
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Communications (150502)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2010 [please consult the authors]
Deposited On: 18 Jan 2011 23:05
Last Modified: 10 Aug 2011 14:59

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