WITH THE INSTITUTE FOR PUBLIC RELATIONS · 2018-01-10 · Grunig PRIME Research Award Don...

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REMEMBER THAT TIME... STUDENT AWARDS 56th Annual Distinguished Lecture and Awards Dinner Featuring Lee Rainie, Director of Internet and Technology Research at Pew Research Center IPR-PRIME Research Strategic Corporate Communication and Research Conference In New York City Public Relations Leadership Forum in Chicago With the Arthur W. Page Society and PR Council Four IPR Research Symposiums: - Beijing - Kuala Lumpur - Hong Kong - New York City Grunig PRIME Research Award Don Bartholomew Award for Excellence in Public Relations Research (Sponsored by Ketchum) Makovsky’s Best Master’s Thesis of the Year IPR-PRIME Research Infographic Design Internship Competition The Bridge Public Relations and Communications Conference connecting the academy and the profession (April 2018) IPR Research Bootcamps Launch of PR Journal with PRSA Free web-based, open access, quarterly journal A bimonthly webinar series Sponsored in part by the University of Florida and PRIME Research IPR Southeast Asia Alliance at Singapore Management University NEW RESEARCH The Science of Influence: How Social Media Affects Decision Making in the Healthcare, Travel, Retail and Financial Industries – IPR Digital Media Research Center The 2017 IPR and PRSA Report: KSAs and Characteristics of Entry-Level PR Professionals The 2017 Plank Center for Leadership in Public Relations and IPR Report: Millennial Communication Professionals In the Workplace A Time of Change: How CCOs and CMOs are Handling a New Presidential Administration – with Peppercomm FTC Regulation of Native Advertising: How New Federal Rules Impact PR Practice Managing the Digital Age: A Dialogue with CCOs and CMOs – with Peppercomm Top 10 Public Relations Research Insights of 2016 + + + + Institute for Public Relations IPR IPR Thank you for your tremendous support and here's to an amazing 2018! WITH THE INSTITUTE FOR PUBLIC RELATIONS THE 2017 IPR AND PRSA REPORT: KSAs and Characteristics of Entry-Level Public Relations Professionals Dr. Tina McCorkindale President & CEO, Institute for Public Relations. Laura Kane Chief Communications Officer, PRSA Institute for Public Relations IPR IPR By: Sarab Kochhar, Ph.D. Director of Research Institute for Public Relations @sarabkochhar How CCOs and CMOs are Handling a New Presidential Administration Trump is causing unprecedented uncertainty for Chief Communications Officers and Chief Marketing Officers. According to Yahoo Finance, as Five Ways to Spot Fake Research FOUNDED 1956

Transcript of WITH THE INSTITUTE FOR PUBLIC RELATIONS · 2018-01-10 · Grunig PRIME Research Award Don...

Page 1: WITH THE INSTITUTE FOR PUBLIC RELATIONS · 2018-01-10 · Grunig PRIME Research Award Don Bartholomew Award for Excellence in Public Relations Research (Sponsored by Ketchum) Makovsky’s

REM

EMB

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STUDENT AWARDS

56th Annual Distinguished Lecture and Awards DinnerFeaturing Lee Rainie, Director of Internet and Technology Research at Pew Research Center

IPR-PRIME Research Strategic Corporate Communication and Research ConferenceIn New York City

Public Relations Leadership Forum in Chicago With the Arthur W. Page Society and PR Council

Four IPR Research Symposiums: - Beijing - Kuala Lumpur - Hong Kong - New York City

Grunig PRIME Research Award

Don Bartholomew Award for Excellence in Public Relations Research (Sponsored by Ketchum)

Makovsky’s Best Master’s Thesis of the Year

IPR-PRIME Research Infographic Design Internship Competition

The BridgePublic Relations and Communications Conference connecting the academy and the profession (April 2018)

IPR Research Bootcamps

Launch of PR Journal with PRSAFree web-based, open access, quarterly journal

A bimonthly webinar seriesSponsored in part by the University of Florida and PRIME Research

IPR Southeast Asia Alliance at Singapore Management University

NEW RESEARCH

The Science of Influence: How Social Media Affects Decision Making in the Healthcare, Travel, Retail and Financial Industries – IPR Digital Media Research Center

The 2017 IPR and PRSA Report: KSAs and Characteristics of Entry-Level PR Professionals

The 2017 Plank Center for Leadership in Public Relations and IPR Report: Millennial Communication Professionals In the Workplace

A Time of Change: How CCOs and CMOs are Handling a New Presidential Administration – with Peppercomm

FTC Regulation of Native Advertising: How New Federal Rules Impact PR Practice

Managing the Digital Age: A Dialogue with CCOs and CMOs – with Peppercomm

Top 10 Public Relations Research Insights of 2016

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Institutefor PublicRelationsIP

RIP

R

Thank you for your tremendous support and here's to an amazing 2018!

WITH THE INSTITUTE FOR PUBLIC RELATIONS

THE 2017 IPR AND PRSA REPORT:KSAs and Characteristics of Entry-Level

Public Relations Professionals Dr. Tina McCorkindale

President & CEO, Institute for Public Relations.Laura Kane

Chief Communications Officer, PRSA

Institutefor PublicRelationsIP

RIP

R

By: Sarab Kochhar, Ph.D.Director of ResearchInstitute for Public Relations @sarabkochhar

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IS IT GENERALIZABLE?

IS IT UNBIASED?

Generalization involves drawing broad

inferences from particular observations. For

example, survey research using a random sample

allows researchers to generalize the results to the

population. Generalization depends on certain

factors, such as sample size and response rate.

Examining the methodology is a good �rst step in

deciding if the results can be generalized.

2.

3.

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IS IT TRANSPARENT? Good research is transparent about its

methodology, data collection, and sponsorship/

funding source. The methodology section

should always answer who, what, when, where,

why, and how. Additionally, researchers should

be open and honest about the limitations or

�aws in the research. This transparency can aid

in future research. If any of these transparency

components are missing, it is a red �ag.

Research should be objective as much as possible from personal interest or

emotional preferences. Understandably, researchers may become emotionally

attached to research and desire a certain outcome, but it is important to remain

objective or recognize subjectivity.

4.

?

SOURCESSOURCES

SOURCESSOURCES

SOURCES

IS IT AS OBJECTIVE AS POSSIBLE?

Question the sources you choose

and consider all the facts.

Approach the topic from a di�erent angle and pose

di�erent questions.

Point out gaps or fallacies in your

research.

Be open and transparent about

your results.

Ethical research practice is vital to producing valid research. Individuals must

give consent before you involve them in research, and understand how the

information they provide will be used.

What should be disclosed to the participants prior to their participation:

5. IS IT ETHICAL?

All in all, conducting good or valid research

can be di�cult, and it is easy to allow human

error. Additionally, it is important that as

consumers of research, we critically assess

and analyze research to determine the

extent to which it is generalizable, unbiased,

transparent, objective, and ethical.

For the full study, please visit: www.instituteforpr.org/fake-research/

What personal information will be collected and tracked

Research risks

How the responses will be shared and used

Accurate range of participation time

Contact information for the survey point of contact for questions

Ability to decline questions or withdraw from the survey at any time

Good research is unbiased. When examining research, look at how data are

collected to see if it is free from potential in�uence. For example, if a survey was

conducted, ensure the wording of the questions did not encourage a desired response.

Determine how the survey was distributed; a con�dential or anonymous survey typically

provides the most unbiased response. Also, review who conducted the research, and

whether the conclusions are consistent with other data and research.

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FAKE NEWSFAKE NEWS

How CCOs and CMOs are Handling a New Presidential Administration

Donald J. Trump 2014

Donald Trump chastises Apple for a “dumb” decision

and announces he sold his holdings in the company.

Donald J. Trump 2015

President-elect Trump slams Boeing for alleged cost

overruns on new Air Force One planes.

Donald J. Trump Dec 2016

President-elect Trump chastises GM for making

vehicles in Mexico.

Donald J. Trump Jan 2017

Trump is causing unprecedented uncertainty for Chief Communications O�cers and Chief

Marketing O�cers. According to Yahoo Finance, as of February 2017, Donald Trump has used Twitter to call out more than 60 organizations since 2009.

Some examples include:

ORGANIZATIONS NEED TO TACKLE TWO IMPORTANT WORK

STREAMS IN PARALLEL

FAKE NEWS

1 Planning for a potential issue or crisis.

2Creating a strategic blueprint to best positiontheir respective organizations to communicate both internally and externally about changes from the new presidential administration.

FINAL THOUGHTS

Overall, companies are taking steps to proactively prepare for opportunities and challenges in the new presidential administration. With potential changes to regulation, immigration, and other government actions, CCOs and CMOs are anticipating the impact on their organization and industry. It’s vital they create a framework for collaborating cross-functionally with other teams, such as government relations or a�airs, to ensure they are being proactive and strategic.

FINAL THOUGHTS

Move Quickly:Coincidentally, the response plan was sent to upper management for review just days before her industry’s leaders were summoned to the White House for a meeting with the president.

Seek Broad Buy-In:The CCO realized that she needed input and signo� from as many leaders as possible. Even though the company holds some progressive views, it still has a bit of a conservative tilt. She needed to make sure she took into account multiple viewpoints.

Think Outside Your Walls:The blueprint also outlines company responses if the president or White House make statements that a�ect the industry as a whole.

Even When You Plan, Expect the Unexpected:A comprehensive blueprint can’t consider every scenario or account for human behavior. When one consumer asked a company employee to show her support for a progressive event, the employee innocently complied. Of course, the consumer mentioned it on social media, from where it was picked up by mainstream media. When questioned about the situation by reporters, the company calmly explained that individual employees sometimes comply with customer requests to support their causes, and cited previous apolitical examples.

Be Laser Focused:The plan tells communicators exactly if, when, how, and how often to respond to di�erent types of scenarios, whether Trump’s statements are positive or negative, true or “alternative facts.” It also details how quickly they must respond on social media — as soon as 15 minutes if the president tweets about the company.

Stay True to Your Core Values:The CCO works for a company that’s very vocal in its commitment to diversity and inclusiveness. Even in this period when those values have become politically charged, she says the organization’s communications won’t waver from those values. The key, she says, is continuing to express their values in ways that are apolitical and show their positive impact on the business.

The Lesson is Clear:When you’re a Fortune 500 company, stakeholders will assume that even individual gestures represent the organization’s views. Employees from the top down need to be reminded that seemingly insignificant actions can have major repercussions. But employees should also be shown on a regular basis that the company will stay true to its core values.

ONE CCO’s

ROADMAP---- for a ----

TRUMP PLAN

For the full study, please visit https://goo.gl/7VEOuk

Five Ways to Spot Fake Research

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forums, websites of companies, and online reviews were also

deemed to be in�uential. In the retail industry, promotions and

online reviews were more important than word-of-mouth.

Advertisements and commercials, both traditional and social,

were typically the least in�uential channels.

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