Introducing the IPR Center for Diversity, Equity, and Inclusion
The Institute for Public Relations
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The Institute for Public Relations is excited to announce the launch of the IPR Center for Diversity, Equity, and Inclusion (CDEI) to help conduct, share, and promote research and best practices in core areas related to diversity, equity, and inclusion in the PR industry. The IPR Board of Trustees elected two IPR Trustees Emily Graham, Chief Diversity & Inclusion Officer and Global Practice Lead at FleishmanHillard, and Natalie Tindall, Ph.D., APR, Chair and Professor at Lamar University, to co-lead the CDEI.
The CDEI features academic and industry research in multiple disciplines, offers resources for best practices, and DE&I programs. The CDEI plans to conduct more research relating to DE&I, including an annual survey of the PR profession.
The CDEI research areas include topics relating to PR professionals who are Black, Indigenous, and People of Color; women; LGBTQ+; and those with disabilities. Additional topics include mental health and intersectionality (interconnectedness of identities, such as race, gender, ethnicity, sexuality, etc.). Nearly 100 research articles have been added to the CDEI library.
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New Public Relations Journal Issue: Letter from the Editor
Hilary Fussell Sisco, Ph.D., APR, Editor-in-Chief, PR Journal; Associate Professor, Quinnipiac University
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Welcome to Volume 13, Issue 4, of Public Relations Journal. We continue to wish everyone strength and solidarity during these final months of 2020. We are looking forward to the end of 2020 and moving into the 76th year of the journal.
Read the new issue of the PR Journal to read the rest of the editor's letter and learn more about these studies.
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Lessons Earned: How a PR Pro Found Her Voice
Linda Rutherford, IPR Trustee, SVP and CCO, Southwest Airlines
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I was petrified and excited. After becoming leader of the communications and outreach department at Southwest Airlines, late in 2005, something unexpected happened.
I clammed up; I was absolutely terrified to speak up or share an opinion, and I was unwilling to enter a debate. Those who know me understand I’m not one to succumb to anxiety or feel overwhelmed easily. But two simple, little words—vice president—caused my shoulders to shoot up to about ear level and stay there. I was thrilled to be trusted with a leadership role. At the same time, I didn’t want anyone to realize the terrible mistake the company made in hiring me.
Read more to see how Linda Rutherford overcame her anxiety in her new role and found her voice.
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Tracking Media Metrics Over Time
Alexis Bajalia, University of Florida
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Knowing that media tracking is a primary way in which public relations professionals measure the success of their public relations efforts, this paper explored whether commonly measured media metrics like frequency, reach, share of voice, and tone increased or decreased over time for five companies.
The findings revealed that these metrics did not statistically significantly increase over time. Implications for public relations professionals about how to make sense of media metrics by extracting insights from data, rather than solely relying on increases in these metrics, are provided.
Read the rest of Bajalia's blog post to learn the study findings and how they impact the public relations industry.
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Great Expectations: The Evolving Role of Companies in a Post-Election World
Morning Consult
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Morning Consult explored Americans' changing expectations around brands' engagement with politics, the issues consumers care most about as they relate to corporate social responsibility and political activism, and the role brands should play as the political environment changes.
Quantitative research on 2,200 U.S. adults was conducted September 11-13, 2020.
Key findings include:
- 54% of Americans believe companies should act to drive change or progress on important social issues, while 45% think they should act to influence Americans' attitudes around cultural or social issues.
- Only 9% of Americans think companies should prioritize the interests and well-being of shareholders first, while 38% and 33% recommend that they instead prioritize their employees and their customers, respectively.
- 70% say a company's treatment of employees, customers, and society plays an important role in their purchasing decisions.
- 58% of consumers would view companies giving workers Election Day off more favorably.
- 46% said the same for those involved with voter registration efforts, but branded efforts tied to voting won’t impact purchasing decisions for five in 10 Americans.
Read more to see Americans' expectations for brands in a rapidly changing political environment.
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How COVID-19 Has Shaped People's Attitudes About the Future of Work
Salesforce
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Salesforce examined how the COVID-19 pandemic is shaping people's attitudes about current work environments and their perceptions on the future of work.
A global survey of 20,000 people was conducted in June 2020 across the U.S., Canada, U.K./Ireland, France, Germany, Brazil, Japan, Australia/New Zealand, India, and Singapore.
Key findings include:
- 60% of respondents expect working from home to become the new norm.
- Over one third of non-remote workers say they do not have the technology to effectively work from anywhere.
- 65% of employees believe that workforce development must be a high priority for businesses, and 70% say technology should play a major role within it.
- Globally, respondents said the top five issues that business should make a high priority include:
- Workplace safety (79%)
- Privacy and data protection (79%)
- Emergency response management (74%)
- Global health issues (68%)
- Workforce development (65%)
Read more to learn what employees across the globe expect for the future of work.
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Long-Term Effectiveness of Inoculation Against Misinformation
Rakoen Maertens, Jon Roozenbeek, Ph.D., Melisa Basol, and Sander van der Linden, Ph.D., University of Cambridge
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Rakoen Maertens and colleagues investigated the long-term effectiveness of inoculation as a means to build resistance against misinformation.
Three experiments were conducted with 151 participants in experiment one, 194 participants in experiment two, and 170 participants in experiment three. One group of participants was exposed to an inoculation intervention (they played the Bad News Game prior to rating credibility of news articles) and the other group was not (they played Tetris prior to rating credibility of news articles).
Key findings include:
- Participants rated "fake news" as significantly less reliable after exposure to an inoculation intervention.
- The positive effects of inoculation were maintained for three months in the first experiment, but in the second experiment, the effects of inoculation dissipated within two months without regular "boosting."
- The inoculation effect and its decay were not influenced by item-specific memory effects.
- This finding makes the case for providing "boosters" or learning mechanisms to combat misinformation.
Read more to learn about the long-term effectiveness of inoculation.
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