The SCIENCE BENEATH the ART of PUBLIC RELATIONS ™
March 18, 2015
By Christopher Graves, Ogilvy Public Relations

The Behavioral Communications research program is sponsored by ExxonMobil, Public Affairs Council, Mosaic and Gagen MacDonald.

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

 

As companies strive to differentiate themselves, they often default to an analytical process of messaging. This practice leads companies to cram as many benefits or positive attributes as possible into an over-edited, clinical message. Once everyone agrees on the right wording, the message is disseminated hoping it will result in an improved reputation or image. 

 

We now know the human brain will see that as too much noise. Instead, we should craft an emotionally-bonding narrative, complete with internal struggle, rich with sensory details, and leading to a scenario-based positive outcome. Read more.    

 

IPR's Measurement Commission elected Michelle Hinson as its chair. Hinson is Director, PR Measurement, for CyberAlert, an industry leader in public relations monitoring, measurement and analytics. One of Hinson's goals for the Measurement Commission as it leads up to its 20th anniversary, is to ensure full-fledged measurement literacy in the PR profession.

 

"While we are delighted monitoring, measurement and data analytics are finally getting the attention they deserve in the profession," said Hinson, "we must unite in the development of terms, definitions, and standards. Then we must adopt and follow them so we start speaking the same language and share the same metrics." Read more.

Each year the Public Relations Leadership Forum attracts some of the brightest, high-performing communications managers from Global 1000 companies and public relations firms. This year's forum is May 6-7 in Chicago and will focus on the effective use of research in planning and implementing public relations activities. To enhance discussion, networking opportunities and learning exchange, the event will be restricted to 35 registrants.

This seminar produces outstanding future leaders and is co-sponsored by the Arthur W. Page Society and IPR. Read more.

IPR Trustee Dr. Don Wright of Boston University and IPR Measurement Commission Chair Michelle Hinson of CyberAlert are working with a research team to identify some of the specific types of measurement taking place in public relations practice involving blogs, social and other emerging media. Professionals involved with new media measurement are invited to complete a short online survey available here.