The Institute for Public Relations has launched a new research program sponsored by Wieck Media to build rigorous knowledge regarding the impact of digital technology on public relations practice today.
“Going back to the mid-1980s, the Institute has been in the forefront of research on how new technologies are changing the practice of public relations,” said Frank Ovaitt, president and CEO of the nonprofit organization. “Our partner Wieck Media is also deeply engaged in thinking about and applying technology to public relations practice, and that makes it an ideal sponsor for this revitalized initiative.”
The research program will be guided by an advisory panel of noted academics and practitioners, including: Dr. John Pavlik, professor and department chair, Journalism and Media Studies, Rutgers University; Dr. Kirk Hallahan, associate professor, Journalism and Technical Communication, Colorado State University; Ken Makovsky, president, Makovsky & Co.; Jennifer McClure, executive director, Society for New Communications Research; and Tim Roberts, president, Wieck Media.
The research program will take a broad view of corporate communications and media relations uses of new digital technologies. This could include exploration of how these technologies affect credibility, trust, and other key elements of relationships with media and other stakeholders.
“Areas of interest could be as far-ranging as the growing influence of ‘citizen journalists,’ standards for a new media release, and discovering business opportunities through the online communities created by public relations activities,” said Roberts.
The advisory panel will begin with a baseline assessment of existing research-based knowledge in this area. “What do we really know – from theory and practice – about managing public relations and media relations uses of digital technologies?” said Roberts. “Where are the holes in the knowledge base that suggest an agenda for future research?”
Once priorities are determined, the Institute will issue a request for proposals for additional research by public relations scholars and practitioners, possibly in conjunction with journalism scholars.
Wieck Media is the official online technology partner of the Institute for Public Relations. Launched in 1991 by a group of United Press International veterans, the company was founded to facilitate the distribution of news, images and video to print, broadcast and web news outlets around the world. Key clients include The New York Times, Toyota, GM, Honda, DaimlerChrysler, Ford, Michelin, Verizon, Los Angeles World Airports, Southwest Airlines, and The Arthur W. Page Society. More information at
