The SCIENCE BENEATH the ART of PUBLIC RELATIONS ™
May 13, 2015

 

The Behavioral Communications research program is sponsored by ExxonMobil, Public Affairs Council, Mosaic and Gagen MacDonald.
 
This is the final blog in a three-part series that launches IPR's Behavioral Communications research program.

 

Neuroscientists discovered that the human brain is a simulator. When we read, the brain mentalizes the imagery and scenes and recreates actions we hear or read. If the style of the narrative is expository, the brain struggles to create its own movies. 

 

If you can create a movie in the minds of the audience, you can drive empathy and change minds. While it may be tempting to revert to an evidence-based messaging, psychologists and neuroscientists tell us that's simply not as effective as a narrative approach. Read more.
By Dr. Bruce Berger, University of Alabama and William Heyman, Heyman Associates

This is the first in a two-part series regarding the state of leadership in PR. 

Dr. Bruce Berger & William Heyman
The Plank Center and Heyman Associates conducted more than 800 surveys with PR executives and managers to learn about the quality of their work place culture.

PR leaders received passing grades in this first Report Card for all five issues; job performance, trust in the organization, work engagement, workplace culture and job satisfaction. However, substantial perception gaps based on professional rank, gender, and type of organization were discovered. 

"Our goals with this biennial report are to assess the state of leadership in the field to identify gaps, or opportunities to enrich the development of communication leaders," said Dr. Bruce Berger, research director of the Plank Center. Read more. 

Grunig PRIME Research Fellowship Awarded to Mizzou Doctoral Student 

 

Missouri School of Journalism doctoral student Yang Cheng won the 2015 Grunig PRIME Research Fellowship. In cooperation with the Institute for Public Relations, the annual award is sponsored by PRIME Research to honor James and Larissa Grunig.

 

"As a data-driven communications consulting firm working with global clients, PRIME commits itself to elevating the practice of public relations research as a positive career choice," stated Mark Weiner, PRIME's Chief Executive.  "Our future depends on talented data scientists like Yang Cheng.  We're thrilled to host her for the summer." Read more.