The Business Impact of Media Volume

Most public relations practitioners intuitively believe in the power of media coverage to create the awareness, knowledge, interest and intent that is needed to achieve desired behaviors by target audiences. But how much media coverage is needed to affect change, and is more really better? And before you say yes, when and where have you seen it proved? A new Institute paper by Angie Jeffrey (VMS), David Michaelson (David Michaelson & Company), and Don Stacks (University of ...

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The Professional Bond

The Professional Bond: Public Relations Education for the 21st Century is required reading for anyone who thinks that public relations professionalism matters: practitioners, educators, students and university administrators. This new report marks the fifth time that such curriculum guidelines have been issued. It is the work of the Commission on Public Relations Education, which includes representatives of 12 professional and ed ...

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Tom Martin: Getting Measured for Three Hats

I recently wrote a column for PRWeek in which I discussed some of the issues involved in developing tomorrow’s leaders in PR and communication. In the column, I noted that what I find too often in college students and young practitioners is a serious gap in the fundamental knowledge of how business works. I am currently serving as vice chair of the Advisory Council to the College of Charleston’s Department of Communication. As a result of this involvement, as well as the gues ...

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Thinking Outside The Budget

Does the profession of public relations contribute more than $200 billion in economic impact worldwide, and does that matter? Toni Muzi Falconi thinks it does. He also thinks that there some 3 million public relators operating in the world today, but less than 10% are members of professional associations. Falconi – who teaches at Lumsa University in Rome as well as New York University, founded a highly successful PR agency in the late 1970s that Weber Shandwick acquired in 1999, and serves ...

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Are You a Bridge or a Buffer?

Dr. James E. Grunig, University of Maryland professor emeritus, keynoted the 50th anniversary celebration of the Institute for Public Relations this month. His speech, “After 50 Years: The Value and Values of Public Relations,” is available on the Institute’s website. Grunig takes issue with those who say that PR tacticians operate ...

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Prioritizing Stakeholders – The First Strategic Step

A few months ago, I authored a column for PR News entitled “Prioritizing Stakeholders for Public Relations.” The article was based on work by Dr. Brad Rawlins of Brigham Young University to synthesize a new model for prioritizing stakeholders in a way that is especially relevant for communications managers: by communication strategy. According to Rawlins, advocate stakeholders should be approached with action-oriented mes ...

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The Singular Character of Public Relations

Earlier this month at London’s historic Reform Club, Bill Nielsen (retired Corporate Vice President for Johnson & Johnson and past Chair of the Institute for Public Relations) delivered the International Distinguished Lecture to a sell-out crowd of European public relations leaders. Nielsen believes that the public relations profession itself needs a core statement of wh ...

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To Multiply or Not To Multiply

To multiply, or not to multiply. That is the question. No, wait, it’s two questions. Is there evidence to support the existence of PR multipliers? And if not, are we hurting our own credibility by claiming such? This week’s Conversations column introduces a new paper (free on the Institute website) by Mark Weiner, president of Delahaye, and Don Bartholomew, senior vice president of MWW Group. In “Dispelling the Myth of P ...

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Corporate America Behind the Curve

This week’s Conversations column introduces a new research paper by Robbin Goodman, Executive Vice President and Partner, Makovsky + Company. Goodman argues a strong case for corporate blogging as an emerging public relations and business tool. But the case that she makes stands in stark contrast with the other thrust of her paper – which provides the most complete published review of findings from the Makovsky 2006 Sta ...

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Models of Professionalism

If you are visiting the Institute for Public Relations website, if you are reading this as an email update to Institute friends and supporters, or if you attend events like our Summit on Measurement in September… There’s something special about you as a public relations practitioner, educator, student, researcher or client. That is your commitment to and respect for what we call the science beneath the art of public relations ...

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