Date of Award

December 2018

Degree Type


Degree Name

Master of Science (MS)


Public Relations


Hua Jiang

Subject Categories

Social and Behavioral Sciences


This study evaluates the role of messaging in the Syracuse City School District (SCSD) public relations approach. Effective public relations impacts attitudes and behaviors of publics. In the case of SCSD, effective messaging can impact student and community action as well as achievement including student attendance, graduation rates, test scores, and parent participation. This study seeks to evaluate how SCSD’s messages reflect its stated goals in terms of its publics. Through a content analysis methodology, the study examines the strategic messaging produced by SCSD in order to understand the role it plays in reinforcing the organization’s overall mission.


Open Access



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