The SCIENCE BENEATH the ART of PUBLIC RELATIONS ™
May 27, 2015
Dr. Juan-Carlos Molleda, University of Florida

In the United States, communicators can use powerful and moving testimonials to provide awareness to sensitive campaign content. Although this may be effective in the US, global communicators need to utilize localization and adapt their tactics for a specific country before implementation.

In a recent study, Dr. Juan-Carlos Molleda, Dr. Sarab Kochhar and Dr. Chris Wilson created a five-step model to localize strategies and tactics in select countries. Different global markets, with varying definitions and understandings of issues, have stigmas attached to certain topics. These and other considerations in international public relations add a challenging yet strategic element to the profession. Read more. 
Dr. Tina McCorkindale, Institute for Public Relations & Dr. Hilary Fussell Sisco, Quinnipiac University
Dr. Tina McCorkindale & Dr. Hilary Fussell Sisco

 

Dr. Tina McCorkindale and Dr. Hilary Fussell Sisco discussed how the ethic of care, building relationships in terms of being considerate and caring for others, is necessary for social media engagement.

 

At the International Communication Association conference last week, McCorkindale and Sisco argued that engagement does not always have to the be the end goal on social media. Instead, organizations must think about how their stakeholder needs - posting content for content's sake or demanding a quid pro quo relationship - may not be ethical. 


Based on the ethic of care approach, organizations cannot choose to ignore a relationship because it is simply not important to them. In conclusion, the organization should be both listening and conversing without ulterior motives. Read more.
Dr. Sandra Duhé, Southern Methodist University


"We're not alone in our quest for a seat at the decision-making table," reflects Dr. Sandra Duhé', Associate Professor at SMU and a second semester MBA student.  "Marketing fights for their position too, with the average tenure of a CMO being a short 3-5 years because of either burnout or an inability to produce sufficient results."

 

"I'm impressed by marketing's ability to quantify customer value via combinations of price and quality measures, place a dollar figure on the expected lifetime value of a customer relationship, and project market share of a new or improved product line. Trust me; I did so repeatedly.  And each time, I felt a twinge of measurement envy.  The grass sure looks greener on the marketing side." Read more.