The SCIENCE BENEATH the ART of PUBLIC RELATIONS ™
March 4, 2015
By Christopher Graves, Ogilvy Public Relations

This is the first blog in a three-part series that launches IPR's Behavioral Communications research program.

 

Humans are riddled with hundreds of cognitive biases that lead to irrational behavior. In many cases, they are not positive and are stuck in our evolutionary past. The entire field of behavioral science describes how powerful intuitions guide human perception and behavior.

 

Effective communication can overcome these biases by learning the underlying science and applying the insights to our strategy and tactics. Dr. Terry Flynn, McMaster University and fellow IPR Trustee, and I are working with IPR to bring more behavioral science and neuroscience research to PR professionals so we can all become more effective communicators. Read more.
By Dr. Hua Jiang, Syracuse University

Successful internal communication helps an organization minimize the risk of employees' negative crisis reactions. This could save the company's reputation and turns employees into effective evangelists, advocating for its crisis communication strategies.

The key to successfully manage a crisis is to establish guidelines for employees that explain what conduct is prohibited in relation to the crisis. Organizations should coach employees how to respond to requests for information from all affected stakeholders. Read more.

CEOs are the most effective spokesperson in terms of calming publics' criticism and blame during a crisis. Their authority enhances the strength of the messages and increases the publics' trust to adequately handle the crisis  

 

One message delivered by a CEO spokesperson may not make a significant difference in generating a positive reputation. However, this study found that when a spokesperson delivers consistent messages during a crisis, it will better improve the publics' confidence in an organization. Read more.
3 Days Left to Apply for IPR's Summer Fellowship Opportunities

Masters and doctoral students interested in gaining professional experience in public relations research can now apply for two impressive work opportunities this summer. These fellowships allow students to work on data collection and data analysis. The deadline to apply is March 7. Apply now for the Grunig PRIME Research Fellowship or the Ketchum Excellence in PR Research Award.