Five Steps to Build Relationships with Bloggers

Download Full Paper (PDF): http://www.prsa.org/Intelligence/PRJournal/Vol10/No1/Lundy.pdf Partnerships with bloggers are an attractive strategy for public relations practitioners because they often offer detailed reporting and a type of third-party credibility akin to journalism within niche networks of individuals sharing information about selected topics (Langett, 2013; Ries & Ries, 2002). Blogs have been shown to influence consumers’ purchasing […]

The Rise of Millennials Engaging in Online Slacktivisim

Millennials have shared interests and are less divided on their social and religious views compared to previous generations. Through social media, Millennials across the globe are connecting with each other about some of the most pressing social-political issues of our time. The onset of the social media boom has given rise to online activism – […]

Emerging Issues in Internal Communications: Generational Shifts, Internal Social Media & Engagement

Neill, Marlene S. (Winter 2015) Emerging Issues in Internal Communications: Generational Shifts, Internal Social Media & Engagement. Public Relations Journal, 9(4). Summary Internal communication is rising in prominence and resources due to generational shifts as Baby Boomers retire and Millennials enter the workforce. Through 32 interviews with executives in marketing, public relations and human resources, […]

Social Media as a Loudspeaker for Nike: Can Image Repair Communication on Facebook Impact Emotion and Responsibility Attribution?

Johnson, Erika Katherine, & Hong, Seoyeon Celine (Winter 2015). Social Media as a Loudspeaker for Nike: Can Image Repair Communication on Facebook Impact Emotion and Responsibility Attribution? Public Relations Journal, 9(4). Summary This study analyzed comments in response to a corrective action statement from Nike on its Facebook page. The results revealed that effortful involvement […]

Dialogic Communication Through “Pinning”: An Analysis of Top 10 Most-Followed Organizations’ Pinterest Profiles.

Agozzino, Alisa (2015). Dialogic communication through “pinning”: An analysis of top 10 most-followed organizations’ Pinterest profiles. Public Relations Journal, 9 (3). Summary The current study aims to explore how the top 10 most-followed organizations on Pinterest (defined by Mashable) build relationships through the dialogical communication framework. The study seeks to determine the dialogic features present […]

What’s the State of the Media in 2016?

Every day, new technological innovations change the way journalists engage with their audiences. As these relationships evolve, so too does the relationship between the media and communication professionals. With such constant change, how can you ensure your strategy is up to date? The new Cision State of the Media 2016 Report helps communication professionals stay […]

The Evolution of Social Media Research

Marcia DiStaso, Ph.D. and director of the Social Media Research Center, reflects on the development of social media research in honor of IPR’s 60th Anniversary.  In 2006, MySpace was the most popular social networking site in the United States. Facebook had fewer than one million users, and few organizations realized the potential impact of social media. A couple years […]

The Rules, Regulations, and Risks of Social Media for Financial Institutions

The release of the 2013 Federal Financial Institutions Examination Council Guidance on Social Media Risk Management brought two things to the forefront of bank marketing, (1) a broad understanding that social media is advertising, and (2) social media risk exists, and must be identified and managed. Prior to 2013, there was a common misperception in […]

Social Media Framing Within the Million Hoodies Movement for Justice

This paper appears courtesy of Dr. Linda Hon (University of Florida) and originally appeared in the December issue of the Public Relations Review. Download full paper: Social Media Framing Within the Million Hoodies Movement for Justice (PDF) Hallahan’s (1999) overview of framing and its applications laid the groundwork for how seven models of framing could be […]

Moving Past Coverage: How to Measure Your Social Media Program

Ask any communications practitioner what the measure of success is for their campaigns, and most often the response will be a list of well written coverage pieces, shared aggressively across social channels. Ask any marketer what the measure of success is for their campaigns, and they will reply with a litany of metrics. Guess what, […]

Divergent in the World of Social Media

This blog post is a part of the Social Science for Social Media Research Center at the Institute for Public Relations. Convergence As a public relations scholar researching social media and teaching an introductory communication course at the University of Hawaii more than ten years ago, I found Henry Jenkins’ concept of convergence to be […]

Where Does My Money Go? How Online Comments Can Influence a Fundraising Campaign

Wiencierz, Christian; Pöppel, Katharina G.; & Röttger, Ulrike (2015). Where does my money go? How online comments on a donation campaign influence the perceived trustworthiness of a nonprofit organization. International Journal of Strategic Communication, 9(2), 102-117. DOI: 10.1080/1553118X.2015.1008634 Summary Nonprofit organizations (NPOs) are increasingly using social media to spread campaigns. Little research has focused on […]