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Institute for Public Relations

The Institute for Public Relations is an independent nonprofit that bridges the academy and the profession, supporting PR research and mainstreaming this knowledge into practice through PR education.

the science beneath
the art of public relations

Media Relations Research

The Institute for Public Relations publishes a variety of papers on media relations research and measurement.

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How Intrinsic and External News Factors Affect
Health Journalists’ Cognitive and Behavioral Attitude
From Terrorism to Tornadoes:
The Roles of P.R. and Media in Crisis Communication
We’ll Get Right Back to You:
The Effect of Responsiveness, Accessibility, and Information Utility on
An Exploratory Study of Global Media Relations Practices
A large majority of journalists and public relations practitioners around the world say it is not professional for media to accept payments from news sources…
Exploring the Link between Share of Media Coverage and Business Outcomes
Building upon a foundation established in "Exploring the Link between Volume of Media Coverage and Business Outcomes," this paper looks at the effect of…
Exploring the Comparative Communications Effectivess of Advertising and Media Placement
New research has found public relations placements and advertising to be equally effective in generating consumer interest in a newly launched product...…
Exploring the Link Between Volume of Media Coverage and Business Outcomes
This paper suggests a strong relationship between coverage volume and business outcomes, with three case studies...
Perspectives on the ROI of Media Relations Publicity Efforts
This paper discusses several different approaches to deriving a Return-on-Investment (ROI) for the support provided by media relations publicity efforts…

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