Saturday, 9 March 2013

PR Latest Research - Day 3

Day 3 at IPRRC Miami was quieter as the conference was coming to a close:

What happened to Social Media Newsrooms? In study of over 2000 corporate websites in the US, UK and Germany, Zerfass and Schramm found only 100 social media newsrooms (SMRs). Dissemination of material on services and products was the most common use but there was little dialogue with customers and stakeholders. The authors say SMRs are a “lost opportunity” despite being available for five years. Interviews found that companies could it difficult to decide who would manage SMRs and where would operate from (that is, the barriers were internal silos).

Should Delphi studies make a comeback? Rob Wakefield and Tom Watson (this blog’s author) made a case for revived interest in Delphi studies for research on contemporary PR issues. The method uses ‘experts’ to investigate issues, policies and trends and gives “greater richness and insight” than surveys or focus group.

“Stealing Thunder” strategy may reduce crisis impact: The policy of immediately releasing information about a crisis before regulators and stakeholders respond, known as Stealing Thunder may help recovery from a crisis, a study from Singapore proposes. Hyun Jee Oh told the conference initial data showed that the public considered the crisis to be less severe and increased trust for the affected organisation.

New PR pros get social media tasks: Research by Nicole Lee and colleagues has found that new PR employees get most social media tasks because their charge-out rates are cheaper. This is mainly dissemination work (one-way media). They also reported reluctance by clients to pay for social media.