Juan Meng, Ph.D., University of Georgia & Bruce K. Berger, Ph.D., University of Alabama, IPR Trustee

Millennials now represent the largest generation in the work force and they will be leaders in the PR profession for several decades. A new study by The Plank Center for Leadership in Public Relations and the Institute for Public Relations on millennial communication professionals (MCPs) confirms their generational differences but concludes some differences will help advance and enrich the profession.

This research report first highlights some of the striking generational differences between MCPs and their managers, and then reveals a rich, 5-phase talent management ecosystem to attract, engage, develop, retain and gain from top MCPs.  Read more.
Zifei "Fay" Chen, University of Miami

The interactive features of social media have attracted considerable attention from both scholars and professionals over the years. Among these features is the functionality of the "like" button on Facebook. Such behavior permeates everyday life of social media users, but what drives this communication behavior?

Giving and receiving "likes" on Facebook is similar to physical gift exchange when individuals interact with one another as a strategy of impression management. The interactions between people and digital media creates "social metadata" such as "likes," posts, and comments that are very similar to actual gifts in the aspects of strengthening social bonds. Read more.
IPR Webinar: "How Social Media Influences Decision-Making" 

On February 1st, Marcia DiStaso, Associate Professor, Pennsylvania State University and Director, IPR's Digital Media Research Center, will discuss how social media affects consumers in the travel, financial, healthcare, and retail industries.

DiStaso will address generational differences and which tools are the most influential in each industry. This free webinar begins at 2 p.m. EDT and is a must for anyone who wants to learn more about the influential role of social media. Register here. 
Institute for Public Relations | 352-392-0280 | sarah@instituteforpr.org |  www.instituteforpr.org