Some Attitude with your Social Media?
By Brenna Clairr O'Tierney and Burghardt Tenderich, USC Annenberg School for Communication and Journalism
Last fall, USC Annenberg's Strategic Communication and PR Center (SCPRC) conducted the 7th biennial Generally Accepted Practices (GAP VII) study. Here is what we found.
Practitioner attitudes are more important predictors of social media adoption than structural variables. Practitioners who recognize the soaring number of touch points with audiences and appreciate the permeation of social media throughout his or her organization are more likely to adopt digital/social media. In contrast, practitioners who worry about control are less likely to embrace social media since it is accompanied by a certain level of risk.
PR practitioners who adopt new media practices can definitely contribute to the perceived value of the PR department, but embracing digital and social media and measuring the effects of its use cannot act alone. Tactics are ineffective unless they are executed with a targeted strategy and a commitment to fulfilling an organization's goals in an efficient and sustainable way.
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Network in DC and it's Free!
The 2012 Grunig Lecture is the Institute for Public Relations' (IPR) premier event for communications professionals in the Washington D.C. area. Those who work or travel to D.C., or those who are looking to network with fellow communicators, are invited to attend. The event will be held on October 23, 2012 at The University of Maryland.
Jack Martin of Hill + Knowlton Strategies will deliver the lecture, "Democratization of Data: From Research to Insights to Effective Communication."
The Grunig Lecture is presented by the University of Maryland and the Council of Public Relations Firms, in addition to IPR.
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Harold Burson & the Social Science of PR
By Frank Ovaitt, Institute for Public RelationsHarold Burson, a great friend of IPR, delivered some of the most memorable speeches in our history, writes a blog. I went through some of his musings. There is much to like in Harold's writing, but I particularly landed on this... "Public relations is a process that impacts public opinion. Its objective is to motivate individuals or groups to take a specific action. As such, public relations is an applied social science that draws on several social sciences, among them psychology, cultural anthropology, sociology, political science, economics, geography. It is all too slowly developing theories and a body of knowledge, mainly case histories, that can bring about greater discipline, uniformity and predictability in delivering our services."
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