Sarab Kochhar, Ph.D., Institute for Public Relations


For the second annual edition of the Top 10 PR Research Insights of 2015, the IPR Board of Trustees carefully selected from a range of issues relevant to the profession. The IPR Board chose these ten studies based on their rigor of methodology, findings, relevance to practice and accessibility. 

The second edition encompasses research ranging from evaluating Millennials' concerns about reputation to studying diversity in the PR industry. Read more.
Nicole Moreo, Peppercomm

2015 saw major progress in the world of PR measurement. The Barcelona Principles were updated from their initial unveiling in 2010, "Measurement Week" was expanded to a full "Measurement Month" and experts agreed Return on Investment (ROI) is not the Holy Grail.

However, metrics are still largely focused on media. Most practitioners still use a share-of-voice graph as their proof point. PR does not live in a bubble, and neither should its measurement. It might not be your job to tie everything together, but you should work with a larger team to make sure all data outputs feed into something. Read more.
Marlene Neill, Ph.D., Baylor University

In corporate communication, most PR and marketing executives aspire to be involved in executive decisions. To have a seat at the decision-making table, five key factors must be aligned. This includes domain expertise, industry type, hierarchy, CEO preference and organizational culture.

When crises arise at the division level as well as executive-level, these executives provide significant opportunities for enhancing communications' power and influence. Both marketing and corporate communications professionals should expand their perception of organizational power to include membership among multiple executive-level committees. Read more.
Institute for Public Relations | 352-392-0280 | sarah@instituteforpr.org | www.instituteforpr.org