The Future of Corporate Activism

This summary is provided by IPR based on the original study by the USC Annenberg Center for Public Relations

The USC Annenberg Center for Public Relations examined the trends shaping the Public Relations profession and impacting PR professionals.

A survey of 1,600 communication professionals, journalists, educators, and students was conducted from Jan. 4 to Feb. 4, 2022.

Key findings include:

77% of respondents said polarization is a challenge for achieving their organization’s communication goals.
PR professionals believe media plays the lead role in creating the current high level of polarization, especially “partisan outlets.”
60% of agencies had faced resistance from clients when they recommended incorporating social issues into communication programs.
64% of respondents use social media analysis to determine the level of polarization on a specific issue.
44% of respondents said they increased public engagement on a social issue was because of “a commitment to positive social change.”
33% said “to enhance brand reputation.”