Institute for Public Relations

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 Miami) is entitled “Exploring the Link Between Volume of Media Coverage and Business Outcomes.” And that’s what it does. Media coverage is sometimes measured by ...

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 educational societies in the field of public relations. The Commission first published a recommended curriculum in 1975. The Institute for Public Relations – then known by another name – was a major player from the beginning. Many scholars argue that an occupation ...