Fabienne Bünzli
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Dr.
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Bünzli
First name
Fabienne
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fabienne.buenzli@unisg.ch
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+41 71 224 2776

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Publication

The persuasive effects of verbal anchoring and visual complexity

2022 , Bünzli, Fabienne , Dillard, James Price

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Publication

Strategizing for social change in nonprofit contexts: A typology of communication approaches in public communication campaigns

2018 , Bünzli, Fabienne , Eppler, Martin J.

Public communication campaigns aim to create social change by influencing audiences’ behaviors and thus help nonprofit organizations fulfill their mission. These campaigns, however, often fail to deliver their anticipated impact. Using public relations research as a theoretical lens, this paper’s contribution is twofold: first, we develop a typology that classifies the different communication approaches used in public communication campaigns. Based on one of the most prominent public relations theories, the Four Models of Public Relations, we differentiate communication approaches along the dimensions of communication purpose and communication style. Combining these two dimensions in a typology, we identify the following communication approaches: directing, platforming, mobilizing, and involving. We provide numerous real-life examples of public campaigns for each one. Second, we formulate propositions about these communication approaches’ effectiveness relying on a key concept of public relations research: namely, audience segmentation. Using the transtheoretical model, we show that audiences can be segmented along five “stages of readiness to adopt a promoted behavior.” Conceptualizing behavior change as an iterative, dynamic process that entails stage progresses as well as backdrops, we derive how audiences’ “stage of readiness” relates to the effectiveness of the identified communication approaches.

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Expressing demands or offers: How to promote volunteering using visual and verbal appeals

2021 , Bünzli, Fabienne , Stanoevska, Katarina , Eppler, Martin , Hofer, Alena

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An experimental study on the influence of persuasive message strategies on less empathetic individuals

2020 , Bünzli, Fabienne , Eppler, Martin

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Publication

Expressing Demands or Offers: How to Promote Volunteering Using Visual and Verbal Appeals

2022 , Bünzli, Fabienne , Eppler, Martin , Stanoevska-Slabeva, Katarina , Hofer, Alena

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Publication

News about newspaper advertisers: To what extent can corporate advertising budgets predict editorial uptake and coverage of corporate press releases?

2017 , Lischka, Juliane A. , Stressig, Julian , Bünzli, Fabienne

News value theory aims to predict a story’s chance of being selected for publication based on news factors and ascribed news values. News values can also predict the coverage of corporate press releases. For news decisions, a newspaper’s revenue model may force editors to consider whether the source of a press release is an advertising client, despite the ‘separation of church and state’. In addition, for business journalism, corporate press releases have become an increasingly important news source. This study combines news values and advertiser weight to predict news coverage of press releases of banks in the news of partly and fully advertising-funded newspapers in Switzerland. Results show that advertiser importance can explain press release coverage concerning article length and tone in few cases, but has no universal news value. Public relations material is also not used as editorial subsidy for news. Larger companies are more successful in terms of press release uptake. However, their articles consist of a greater share of non-public relations material. Thus, our findings confirm editorial independence instead of copy-paste or obsequious journalism.

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Publication

Empathic Concern and Its Influence on the Persuasive Effects of Message Framing and Evidence Type

2020 , Bünzli, Fabienne

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Improving the effectiveness of prosocial advertising campaigns: Message strategies to increase support from less empathic individuals

2021 , Bünzli, Fabienne

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Publication

The persuasive effects of verbal anchoring and visual complexity

2021 , Bünzli, Fabienne , Dillard, James P.

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Publication

Overcoming the Image-Text Divide: A Framework to Research Advocacy in Multimodal Persuasive Messages

2020 , Bünzli, Fabienne

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