Abstract
Editorial content is the most visible part of public relations for their effectiveness and credibility. Public relations practitioners have asserted the superiority of news editorial over advertising. This belief is based on the credibility of the third party endorsement.
Luxury hotels segment is one of Egypt's most productive sectors that is supported by a number of dynamic public relations professionals. These practitioners play an integral part in the field to actively influence publics' perception, media and community in order to enhance hospitality business.
A purposive sample of public relations managers and key decision makers within the luxury hotels sector was considered in this thesis to offer insight whether editorial content outperforms advertising in their business. Intensive interviews and survey are used in this research.
Based on this study, the stronger effect of editorial content draws the attention for its worth of credibility will affect the public relations practice in the field of luxury hotels business in Egypt. The study is limited to luxury hotels sector. Editorial content is a significant part in public relations; its purpose is to build an image, to leverage the brand and to solve crisis. Therefore, further experimental studies are required to re-examine this claim. In addition, extended research should be conducted to explore other sectors.
Department
Journalism & Mass Communication Department
Degree Name
MA in Journalism & Mass Communication
Date of Award
2-1-2007
Online Submission Date
12-13-2006
First Advisor
Naila Hamdy
Committee Member 1
Kevin Keenan
Committee Member 2
Maged Abaza
Document Type
Thesis
Extent
122 leaves
Library of Congress Subject Heading 1
Advertising
Library of Congress Subject Heading 2
Hotels
Rights
The American University in Cairo grants authors of theses and dissertations a maximum embargo period of two years from the date of submission, upon request. After the embargo elapses, these documents are made available publicly. If you are the author of this thesis or dissertation, and would like to request an exceptional extension of the embargo period, please write to thesisadmin@aucegypt.edu
Recommended Citation
APA Citation
Ibrahim, S.
(2007).Credibility of editorial content versus advertising of luxury hotels in Egypt [Thesis, the American University in Cairo]. AUC Knowledge Fountain.
https://fount.aucegypt.edu/retro_etds/2049
MLA Citation
Ibrahim, Sara Fathi Mohamed. Credibility of editorial content versus advertising of luxury hotels in Egypt. 2007. American University in Cairo, Thesis. AUC Knowledge Fountain.
https://fount.aucegypt.edu/retro_etds/2049
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.
Call Number
Thesis 2006/106
Location
mgfth