The pitfalls of publicizing ethics research

Presentation

Neale, Larry, Fullerton, Sam and Johnson Morgan, Melissa. 2010. "The pitfalls of publicizing ethics research." Kehoe, W. and Whitten, L. (ed.) 2010 Annual Conference of the Society for Marketing Advances: Going Green - Best Marketing Practices for a Global World. Atlanta, United States of America 03 - 06 Nov 2010 United States.
Paper/Presentation Title

The pitfalls of publicizing ethics research

Presentation TypePresentation
AuthorsNeale, Larry (Author), Fullerton, Sam (Author) and Johnson Morgan, Melissa (Author)
EditorsKehoe, W. and Whitten, L.
Journal or Proceedings TitleProceedings of the 2010 Annual Conference of the Society for Marketing Advances: Going Green - Best Marketing Practices for a Global World
Year2010
Place of PublicationUnited States
ISBN0984088415
Web Address (URL) of Paperhttp://www.marketingadvances.org/displaycommon.cfm?an=1
Conference/Event2010 Annual Conference of the Society for Marketing Advances: Going Green - Best Marketing Practices for a Global World
Event Details
2010 Annual Conference of the Society for Marketing Advances: Going Green - Best Marketing Practices for a Global World
Event Date
03 to end of 06 Nov 2010
Event Location
Atlanta, United States of America
Abstract

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.

Keywordsethics; marketing communication
ANZSRC Field of Research 2020470199. Communication and media studies not elsewhere classified
500102. Business ethics
Public Notes

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Byline AffiliationsQueensland University of Technology
Eastern Michigan University, United States
School of Management and Marketing
Institution of OriginUniversity of Southern Queensland
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