Program: IPR Research Symposium in London
1:05 p.m. – 1:20 p.m. Welcome and Introductions
1:20 p.m. – 1:45 p.m.
“Organizational Listening: The Missing Link in Two-Way Communication, Dialogue, and Engagement”
Jim Macnamara, Ph.D., University of Technology Sydney
Dr. Macnamara will present and discuss the key findings of his two-year, three country study of how organizations listen – or don’t – noting that listening is an essential corollary of speaking (i.e., dissemination information) in excellence, dialogic, relationships, and engagement theories of PR.
1:45 p.m. – 2:10 p.m.
“Measuring Corporate Reputation Through Opinion Research and Digital Analytics”
Kathleen Sprehe, Director of Reputation Research & Strategy at APCO Insight
How do companies ensure they are communicating effectively to key stakeholders? Using the case study of the company Flex – formerly Flextronics, the presentation will demonstrate the impact of opinion and digital research in the evolution of a brand.
2:10 p.m. – 2:35 p.m.
“From Content to Context: Reshaping Employee Engagement”
Sarab Kochhar, Ph.D., Institute for Public Relations
More than 1,500 employees in five countries are confident they understand the core purpose of their organization and find meaning in their work, but believe organizations have much work to be done in prioritizing and communicating strategy internally. This presentation will offer takeaways and suggested actions to improve Organizational Clarity and drive performance.
2:35 p.m. – 3:00 p.m. Break
3:00 p.m. – 3:25 p.m.
“The Branding and Identity of the Nobel Prize”
Stephen A. Greyser, Ph.D., Harvard Business School
This presentation will explore the communications issues that arise when dealing with the Nobel Prize process. This research project is the first (and so far only) field-based research on the topic. The study has been accomplished with the cooperation of the Nobel Prize network.
3:25 p.m. – 3:50 p.m.
“The Science of Influence: How Social Media Affects Decision Making in the Healthcare, Travel, and the Financial Industry”
Marcia DiStaso, Ph.D., Penn State University
Organizations are increasingly focusing their efforts on content marketing and digital influencer programs, but how influential do consumers say social media and various sources really are on their behavior? This session will examine results of a consumer survey to determine what factors and sources on social media influence purchasing and decision-making in three industries: healthcare, travel and financial.
3:50 p.m. – 4:05 p.m. Break
4:05 p.m.- 4:30 p.m.
“Irreversible: The Public Relations Big Data Revolution”
Mark Weiner, PRIME Research
The concept of and applications for Big Data are transforming business and the public relations profession. In this session, PRIME Research CEO and IPR Trustee Mark Weiner defines Big Data as it relates to public relations, describes data integration for public relations, and draws from three case studies from Southwest Airlines, MasterCard, and Cisco Systems.
4:30 p.m. – 4:55 p.m.
“Behavioral Insights: Foundation for Public Relations Practice”
Jon White, Ph.D., Henley Business School
Growing interest in the application of insights from applied psychology has special relevance to public relations’ itself, “an applied social science that influences behavior and policy,” said Harold Burson. This presentation will explore how behavioral insights research is vital to the public relations practice.
5 p.m. to 6:30 p.m. Cocktail Reception
Marcia W. DiStaso, Ph.D., is the Director of the Social Media Research Center and an Assistant Professor of Public Relations in the College of Communications at Pennsylvania State University. She is a Senior Research Fellow of the Arthur W. Page Center, Chair of the PRSA Financial Communications Section, and Co-Chair of the PRSA National Research Committee. Her research focuses on exploring and informing the practice of social media, financial communication and investor relations. She serves on the Editorial Review Board of Public Relations Journal and is a member of the Research Advisory Committee of the International Public Relations Research Conference.
Stephen A. Greyser, Ph.D., is the Richard P. Chapman Professor (Marketing/Communications) Emeritus, of the Harvard Business School, specializes in brand marketing, advertising, corporate communications, the business of sports, and nonprofit management. A graduate of Harvard College and Harvard Business School, he has been active in research and teaching at HBS since 1958. He was also an editor at the Harvard Business Review and later its Editorial Board Secretary and Board Chairman. He is responsible for 16 books, numerous journal articles, several special editions of journals, and over 300 published HBS case studies.
Sarab Kochhar, Ph.D., has been Director of Research with the Institute for Public Relations since 2014. Her background includes not only significant academic achievements (including a Ph.D. degree from the University of Florida) but also significant practical experience working in public relations in her native India and in the US. She held a major communications position with the Indian government, worked with the Oklahoma Department of Architecture and has held affiliations with Ketchum and Burson-Marsteller. She is also the associate director of measurement and analytics at APCO Worldwide.
Jim Macnamara, Ph.D., FAMEC, FAMI, CPM, FPRIA, is Professor of Public Communication at the University of Technology Sydney, a role he took up in 2007 after a distinguished 30-year career in professional communication practice spanning journalism, public relations, and media and communication research. Jim holds an MA and PhD in media research and is the author of 15 academic and professional books including Public Relations Theories, Practices, Critiques (Pearson, 2012), The 21st Century Media (R)evolution: Emergent Communication Practices (Peter Lang, New York, 2014); Journalism and PR: Unpacking ‘Spin’, Stereotypes, and Media Myths (Peter Lang, New York, 2014); and Organizational Listening: The Missing Essential in Public Communication (Peter Lang, New York, 2016).
Kathleen Sprehe, Director of Reputation Research & Strategy at APCO Insight, provides strategic communications guidance and counsel for clients using qualitative and quantitative research tools. Kathleen specializes in corporate reputation research and has worked with a variety of corporations, associations and organizations, such as Flex, Caterpillar, HP, Siemens and The Nature Conservancy.
Mark Weiner, CEO, PRIME Research, has dedicated his career to helping clients demonstrate and generate a positive return on their public relations investment. He is the author of “Unleashing the Power of PR,” a member of the PR News Measurement Hall of Fame and he is a visiting professor at the SI Newhouse School at Syracuse University. Weiner is a member of the International Association of Business Communicators, the Public Relations Society of America and the Institute for Public Relations, for which he served as a Trustee and the 2004 Chair of the Measurement Commission.
Jon White,Ph.D., is an independent consultant, a UK Chartered Public Relations Practitioner, a psychologist and visiting professor at Henley Business School, University of Reading and the School of Journalism, Media and Cultural Studies, Cardiff University in the UK. He works with international organisations such as the UK’s Foreign and Commonwealth Office and the European Commission, as well as private sector organisations. Earlier this year he was apointed a research fellow with the Institute’s Behavioral Insights Research Center.