Change a Light, Change the World Bus Tour: A Communication Audit

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  • March 20, 2019
Creator
  • McGinnis, Ann E.
    • Affiliation: Hussman School of Journalism and Media
Abstract
  • A communications audit of the Change a Light, Change the World Bus Tour was conducted to evaluate its ability to influence the media's agenda on energy efficiency. The audit includes a description of the Tour's history, a document analysis of its information subsidies, interviews with staff, and an overall analysis of the Change a Light campaign's strengths, weaknesses, opportunities, and threats. The document analysis determined that the Tour's primary message frames were easy and effective, consumer financial benefits, and environmental benefits. These frames were compared with the frames that emerged from the resulting print media and blogger coverage. Contrary to campaign expectations, the information subsidies were used far more frequently by bloggers than print journalists. The communication audit concludes with a list of recommendations for future campaign endeavors and a discussion of how the audit's results contribute to the fields of public relations and nonprofit communication.
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  • In Copyright
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  • Boynton, Lois A.
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  • Open access
Date uploaded
  • October 11, 2010

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