Saturday, 9 March 2013

PR Research Latest - Day 2

Today’s report on PR research papers at IPRRC Miami:

Discussion of PR ethics levels off: Michael Mitrook has been studying reports and research on the ethics of PR over a 13 year period from 1998 and found that the amount of discussion has levelled off and is declining, despite the challenges of social media.

Publicity-led activism: The publicity methods of the PETA activist group have been analysed by John Brummette and Lynn Zoch who found that it uses a relentless mix of stunts, media actions, celebrities and unreasonable public demands all set to get media coverage. The most effective were sensational print and billboard advertisements. These were usually followed by a protest from the target (sometimes including legal action) and then follow-on media coverage of the drama.

Online article marketing is a threat to public relations and ethical communication, reported Kirk Hallahan who described it as a “subterranean cottage industry” that uses software and low-paid writers to ‘bastardize’ articles for offer to bloggers. These were ‘content farms’ which commoditise media content.

Pro Bono work for charities pays off: Research has found that pro bono work for charities delivers results for agencies in terms of “bringing in paying clients”, retaining staff, supporting reputation and good business practice. The study based on interviews with top managers in major PR agency groups was conducted by Justin Pettigrew, Abigail Jensen and their supervisor Bryan Reber.

Social Media Measurement: An eight-point step-by-step approach to measuring social media, which uses the AMEC Valid Metrics Framework, has been developed by Angela Jeffrey, a leading US measurement adviser. It will be published shortly.

Evaluation of social media is “archaic”: The latest report in an eight-year study of the measurement of social media by Donald Wright and Michelle Drifka Hinson has found organizations and companies are still using “archaic output measures” when measuring blogs, social and other emerging media. “In spite of concerted efforts encouraging organisations and companies to incorporate modern outcome measures ... our 2013 report results unfortunately show virtually no progress from what we found in previous years. Discussion considered that “engagement” was just a new variation of confusing media output with campaign outcomes.

Booming social media use in Turkey: Bilgen Basal reported that social media use in Turkey with Europe’s leading number of Facebook users at 32 million (more than half the population) and ranking fourth in Twitter sign-up. They spend 8.6 hours a week on social media.

More tomorrow, IPRRC's last day.