The Career Path of a Social Media Professional
Marcia DiStaso, Ph.D., APR, Chair, Public Relations Department, University of Florida; Tina McCorkindale, Ph.D., APR, President and CEO, Institute for Public Relations
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A survey of more than 450 social media professionals was conducted.
Some of the key findings include:
- Social media managers are ambitious.
- 70% of social media managers want to be promoted in their positions, but only 40% saw that possibility in their current roles.
- Social media managers typically work more than the standard 40-hour work week.
- 48% of respondents said they worked the same number of hours as their colleagues while 47% said they worked more.
- Social media managers frequently participate in internal strategy conversations.
- At least two-thirds of social media managers are involved in social media strategy (76%) and department/function strategy (68%).
- 41% participate in the overall business and organizational strategy.
Read the full report to read additional key findings and learn about the career path of a social media professional.
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How We Did It: Adding Storytelling to Technology in Developing "Innovation Relations"
Ken Makovsky, IPR Trustee, President, Makovsky
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As a passionate public relations professional, I am always evaluating new ideas and business models that benefit our clients and inspire creativity and growth.
Thus, I am an eager seeker of research on target audience attitudes and perspectives to shape my thinking. Research from the media and other sources is all around us.
While perusing research a few years ago, I was quite intrigued with the following data:
- 84% of customers want to buy from innovative companies.
- 77% of employees are more loyal to innovative companies.
- 50% of U.S. GDP growth each year is driven by innovation.
Every executive knows that for a business to succeed, innovation is crucial. The above data prove it.
Read the rest of Ken Makovsky's blog to learn how the Makovsky team developed "Innovation Relations."
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2021 USC Annenberg Relevance Report
Fred Cook, Director, USC Center for Public Relations; Chairman, GOLIN
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USC Annenberg released the 2021 annual Relevance Report, which identifies emerging issues, examines current strategies, and forecasts future trends. Specifically, the 2021 report examines the impact that COVID-19, social justice protests, and political division will have on the future of the PR profession.
In partnership with the Institute for Public Relations and GOLIN, a survey of 1,087 Americans was conducted from August 15-16, 2020. Industry leaders also provided insight on the changing public relations landscape, including responses from IPR leaders including:
- Tina McCorkindale, Ph.D., APR, President and CEO, Institute for Public Relations
- Oscar Suris, Executive Managing Director, Zeno Group
- Kirk Stewart, Founder and CEO, KTStewart
- Gerry Tschopp, Chief Communications Officer, North America, Experian
Read the full report to see key findings and learn what industry leaders have to say about the future of PR.
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"Comments are Disabled for this Video": Understanding Source Credibility of CSR Information on YouTube
Meng-Qi Liao, The Pennsylvania State University; Angela K. Y. Mak, Ph.D., Hong Kong Baptist University
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Dr. Meng-Qi Liao and Dr. Angela K. Y. Mak explored how bandwagon cues (more likes/dislikes) and interaction cues (enabled/disabled commenting) influence the perceived source credibility assessment (i.e. trustworthiness, goodwill, and competence) of CSR information on YouTube.
An experiment was conducted based on a sample of 204 participants recruited from a university in Hong Kong. In the experiment, the participants were first shown a real CSR campaign video; and after watching the video, they were shown a mock mobile interface of YouTube.
Key findings include:
- YouTube CSR videos with a comment section on the interface led to a higher perceived trustworthiness of the company regardless of likes/dislikes received on the video, which further leads to individual’s attitudes toward the company’s CSR efforts.
- When people were assigned to the negative bandwagon condition (i.e. more dislikes) with comments enabled, even comments appeared on the interfaces are somewhat negative, people would still rate the company to be more trustworthy than in the positive bandwagon condition (i.e. more likes) with the comments section disabled.
- Participants’ CSR attitudes were strongly correlated with perceived credibility toward the company (i.e., trustworthiness, goodwill, and competence). Indeed, perceived trustworthiness was the most correlated item with participants’ CSR attitudes.
Read more to learn how bandwagon cues and interaction cues influence the perceived credibility of CSR information on YouTube.
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Mapping Corporate Social Responsibility Research in Communication
Yi Grace Ji, Ph.D., Boston University; Weiting Tao, Ph.D., University of Miami; Hyejoon Rim, Ph.D., University of Minnesota
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Dr. Yi Grace Ji and colleagues evaluated how corporate social responsibility (CSR) communication research has developed in the past four decades.
A bibliometrics analysis was conducted, which included a literature search, content analysis, co-authorship network analysis, and co-citation network analysis.
Key findings include:
- CSR communication is an expanding and maturing research area, however, its maturity is far from being reached.
- Researchers in communication, especially those from different communication sub-disciplines, have not yet thoroughly mixed their expertise in the CSR research network.
- The co-authorship and co-citation networks for CSR research are fragmented, which may be due to the interdisciplinary nature of communication and the related divergent theoretical backgrounds of scholars.
- For example, strategic organizational communication scholars tended to take an interpretive approach to examine CSR, whereas public relations scholars tended to take a positivist approach.
Read more to discover how CSR communication research has developed in the past four decades.
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The Impact of COVID-19: 2020 State of the Industry Report
Prospect and PublicAffairsAsia
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Prospect and PublicAffairsAsia explored compensation, talent, and industry trends and attitudes among communications and corporate affairs professionals across Asia Pacific. This first report of the four-report series focuses on the impact of COVID-19.
Telephone interviews and online surveys were conducted with more than 100 practitioners in both agencies and in-house roles.
Key findings include:
- 56% of respondents are more concerned about their job and career as a result of the COVID-19 pandemic.
- Respondents predicted that a "freeze on salary increases" was the most likely outcome of COVID-19, followed by "reduced budgets" and "scaling back agency and consultancy spend."
- When asked how effectively their firms had engaged during the crisis, practitioners ranked both internal and external communications at 7.7 out of 10.
- Those working in agencies ranked their organizations slightly higher, highlighting the fact that they routinely advise clients on crisis management issues.
Read more to see how the COVID-19 crisis has impacted compensation, talent, and industry trends across Asia Pacific.
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