Institute for Public Relations

John V. Pavlik’s new paper, “Mapping the Consequences of Technology on Public Relations,” explores what research tells us about the impact of digital, networked technology on our work. Anecdotal learning – from case studies to water-cooler conversations – is important. But sometimes we need to ask about the real research base for things we think we know. Pavlik breaks his paper into four themes: technology’s impact on how public relations practitioners work; implications for content and messages; implications for organizational structure, culture and management; and impact on relationships between organizations and their publics. How practitioners work is often connected with how journalists ...