The document analyzes online conversations around various social issues from May to July 2021 using data from over 209 million online conversations. It finds that LGBTQ+ rights, mental health, and race relations generated the most discussion. Conversation spikes were often driven by current events and legislative bills. While most discussion was polarized along political lines, some issues like mental health and race relations saw more two-way dialogue. The document also examines how brands are discussed in relation to social issues and provides recommendations for communicators on addressing key issues.
The survey examined issues in communications, public relations and public affairs based on responses from 300 professionals. It found that partisan politics makes the job harder for 72% of respondents. The top challenges shifted from budget to proving value and an executive team that doesn't understand communications. Media relations is getting more difficult according to 75% of PR professionals, as reporters receive increasing numbers of pitches each day.
The Language of Diversity: A Report on How Communication Leaders are Defining...Sarah Jackson
The survey found inconsistencies in how PR professionals define and discuss diversity, equity, and inclusion (DEI). While most agreed language influences workplace culture, over half were uncomfortable with their organization's DEI language and definitions. Common terms like "diversity" and "inclusion" were confused. Few organizations formally define and publicly share DEI definitions. The report provides standardized definitions and suggests organizations clearly define and regularly update DEI language to improve discussions and initiatives.
The Communicator's Guide to Research, Analysis, and EvaluationSarah Jackson
This document provides an introduction and overview to the importance of research, analysis, and evaluation for public relations and communication professionals. It discusses the key challenges communicators face today, including managing the say-do gap, combating misinformation, mitigating reputation risk, embracing new skills and technologies, and demonstrating a quantifiable return on PR investment. Research, analysis and evaluation are important for communicators to make smarter, data-driven decisions, measure the impact of their work, and continuously improve their strategies and tactics. The document is a guide for PR leaders to apply these analytical practices and insights to strategic decision making, communication performance, and meaningful business contributions.
Weber Shandwick, in partnership with KRC Research, released CEO Activism: The Tech Effect, a follow-up to The Purposeful CEO from earlier this year. The Tech Effect surveyed technology professionals such as software/application developers and software engineers in seven global markets: Brazil, Canada, China, India, Mexico, the UK and the U.S.
IPR Sapphire Anthology | Collection of 65-word Reflections and Predictions ab...Sarah Jackson
This document provides a collection of 65-word reflections and predictions from the IPR Board of Trustees about the future of IPR and public relations as IPR celebrates its 65th anniversary. The responses touch on topics like the importance of research, challenges around misinformation, evaluating the value of PR, and how COVID-19 will change the PR profession by requiring more agility, emphasis on purpose and societal issues, and adapting to remote work. IPR's history is praised for continually reinventing itself and providing relevant data-driven insights.
The document summarizes the key findings of a 2020 report by the Institute for Public Relations on disinformation in American society. The report examines how Americans perceive intentionally misleading news or information. Some of the main findings are: 1) While over half of Americans see misinformation and disinformation as major problems, concerns have declined since 2019; 2) Fewer Americans are verifying information from other sources compared to 2019; 3) There are gaps between who the public thinks should be responsible for combating disinformation and perceptions of their actual performance.
The 2021 IPR Future of Communications in Asia Report Sarah Jackson
This document provides an overview and summary of the 2021 IPR Future of Communications in Asia Report. It discusses key themes from interviews with 27 senior communications executives in Asia, including:
1) Asia is a diverse region with different markets, cultures, technologies, and workplace environments requiring localized communications approaches.
2) COVID-19 recovery has been faster in some Asian countries like China but uneven across the region.
3) China is the most technologically advanced country where mobile is dominant and platforms like WeChat are integral to daily life and communications. Culture also influences communications in countries like conservative, traditional Japan.
Leadership Perspectives: Leading and Looking Ahead Through COVID-19Sarah Jackson
The COVID-19 pandemic has led many companies to shift their marketing and communications priorities from external promotion to internal engagement. Effective internal communications are now crucial as companies work to keep employees informed, engaged, and supported while working remotely. Companies that have adapted their culture to the new remote work environment, rather than just implementing temporary fixes, have fared better. Going forward, internal and crisis communications should remain a key part of companies' engagement strategies.
10 answers to questions about social media and young people that can change the way you design and build relationships with your most critical audience.
The Digital and Social Media Revolution in Public AffairsMSL
Unlike political campaigns, which were early adopters, the public policy arena has been one of the last bastions to fully embrace digital tools and social networks.
To gauge the integration and perceived impact of digital tools and how constituents and interest groups interact with EU and U.S. policymakers, MSLGROUP surveyed a large, diverse and active group of corporations, trade associations, nongovernmental organizations (NGOs), local public bodies and think tanks in and around Brussels and Washington, D.C. in 2015.
The study shows quite clearly that there are tremendous opportunities to expand and enhance the use of social and digital communications in policymaking. We hope this research will inform communication and advocacy strategies to strengthen dialogues between stakeholders and policymakers.
IPR Third Annual Disinformation in Society ReportOlivia Kresic
The document is the third annual report by the Institute for Public Relations on disinformation in American society. Some key findings from the report include:
- Nearly 70% of Americans view misinformation and disinformation as major problems in society, more than issues like infectious diseases or terrorism.
- Over 70% believe disinformation will prolong the COVID-19 pandemic and impacts elections and democracy.
- Facebook, politicians, and the U.S. government were seen as the top sources spreading disinformation.
- Americans have the most trust in family and friends as news sources and the least trust in social media platforms like Facebook and Twitter.
Forrester : Understanding The Intricate Digital Behaviors Of Young ConsumersStephane Allard
Young consumers are now connected to media almost at all times — which would rationally lead you to think that the more places they are connected, the more ways there are (and the easier it is) to interact with them. This is where market researchers need to step in and push their companies to dig deeper than just measuring the time spent on a media channel. They need to truly understand these consumers’ core motivations for using it.
The Institute for Public Relations annually compiles top public relations research studies from the previous year. The 2021 compilation included 17 insights across various topics:
- Behavioral science research examined how anti-vaccination misinformation spreads on social media and how behavioral science can inform climate change communication and policymaking.
- Diversity, equity and inclusion research explored corporate racial justice communication, how employees cope with workplace racial discrimination, and barriers faced by women and minorities in career advancement.
- Research on environmental, social and corporate governance looked at the rising role of Chief Sustainability Officers and how boards updated their focus after the pandemic to prioritize risks like climate change.
- Studies on internal communication and culture analyzed the challenges
This full report (102 pp., PDF) for the Asia-Pacific Communication Monitor (APCM) 2020/21 is based on a survey of 1,155 communication professionals working in companies, non-profits, governmental organisations and agencies across 15 countries and territories in the region including China, Hong Kong and Macau (SAR), Taiwan, Vietnam, Philippines, Thailand, India, Singapore, Brunei, Malaysia, Indonesa, New Zealand and Australia.
The bi-annual study is part of the global Communication Monitor series, which provides valuable insight into the communication industry and its future.
The APCM 2020/21 explored the importance of strategic issues and communication changes over time, ethical challenges for practitioners and how they deal with them, gender equality, and competency gaps and development in communications.
Characteristics of excellent communication departments as well as differences between countries and types of organizations are identified by means of statistical analyses.
The Digital and Social Media Revolution in Public AffairsMSL Germany
Europäische Politiker nutzen die Potentiale der digitalen und sozialen Medien stärker als ihre Kollegen in den USA. Während die Mitglieder des Europäischen Parlaments, der Europäischen Kommission, des Ministerrats und die verschiedenen Stakeholder auf europäischer Ebene digitalen Medien einen hohen Stellenwert bei der Public Affairs-Arbeit einräumen, sind die politischen Entscheider in den USA zurückhaltender bei deren Nutzung.
Dies ist das Ergebnis der neuesten Studie der MSLGRPOUP “The Digital and Social Media Revolution in Public Affairs: Where we are and where we’re going”. In der breit angelegten Untersuchung wurden politische Entscheidungsträger in Brüssel und Washington nach ihrer Nutzung sozialer Medien befragt.
Welche Gründe es für die unterschiedliche Relevanz des Internets in der politischen Kommunikation gibt und wie sich das Potential von Digital Public Affairs in den USA und in Europa noch stärker nutzen lässt, hat die MSLGROUP zusammengefasst.
Earned Brand 2016 - U.S. Multicultural ReportEdelman
The 2016 EARNED BRAND study is a global online survey of 13,000 consumers in 13 countries that examines the consumer-brand relationship across 18 brand categories.
We are excited to share Edelman’s first-ever, Multicultural Earned Brand report.
Digital and social media in Public AffairsSteffen Moller
Digital and social media can support traditional public affairs activities in several ways:
1) By establishing online presences and distributing content that policymakers and other stakeholders access regularly, such as websites, blogs, and Wikipedia pages.
2) By using social media like Twitter and LinkedIn to potentially connect with targets and build professional relationships and alliances.
3) By monitoring digital channels like blogs, tweets, and online communities to gather intelligence on issues.
Public affairs is also expanding to engage a wider range of political actors and appeal to values as well as facts. Digital tools are well-suited for storytelling, mobilization, and grassroots engagement activities. However, resources, attitudes, and policies
Live Webinar: Winning Affluent MillennialsLinkedIn
This document summarizes key findings from a study about affluent millennials and their financial habits and expectations. Some of the main points are:
- Affluent millennials, defined as those aged 18-34 with over $100k in investible assets, number around 15.5 million in the US and spend $2 trillion annually.
- They are more ambitious than previous generations, with many aiming to start businesses or charitable foundations.
- While concerned about future financial crises, affluent millennials are highly confident in economic growth and believe in achieving the American Dream through hard work.
- They are more open to guidance from financial advisors than older generations but still want to do
In this keynote presentation, Digital Marketing Expert and Influencer, CJ Johnson focuses on how you become a successful impact storyteller in the world of Digital Marketing. From insider tips to the future of digital marketing, CJ will lay out trends, strategies, and a decisive plan of action anyone can use to find success. In this presentation, CJ will describe the following to provide these key takeaways:
• Master Mindset - The mental health obstacles and tips you can use to overcome your self-doubt and fears to help you excel.
• How You Find Success - Clear Strategies and Simple Steps to improve overall Digital Marketing execution.
• Trend Report and Market Research/What Does It Mean For You? Insider knowledge to provide an edge to overcome your competitors.
• Tools/Apps/Hacks - Everything from the recommended apps to how you can best utilize your social media to influencer marketing tips, you will be primed for success.
• Q&A - CJ will take on questions and answer to share how your audience can level up.
After this session, your audience will be armed with insider industry knowledge, powerful tips to help them be effective storytellers, and practical tips to empower themselves.
2013 cone communication social impact studyDianova
The 2013 Cone Communications Social Impact Study, which highlights Americans’ attitudes, perceptions and behaviors around corporate support of social and environmental issues. The study reveals critical findings and insights for marketing and CSR practitioners, including:
• U.S. consumers’ enthusiasm to shop with a conscience has never been stronger, but securing their cause-related dollars is no longer a foregone conclusion as they question both corporate and individual impact
• Hispanics emerge as one of the most socially conscious and actively engaged consumer segments, signaling a must-engage audience for CSR efforts
• Social media is a must-use channel to inform and engage with consumers around issues and initiatives as consumers increasingly look to online and mobile venues for CSR information
Here we've outlined four key takeaways from the study:
Consumer demand for cause is at an all-time high:
- 54% of U.S. consumers bought a product associated with a cause over the last 12 months, increasing 170% since 1993
-89% is likely to switch brands to one associated with a cause, given comparable price and quality, jumping nearly 35% since 1993
- 91% wants even more of the products and services they use to support cause
-88% wants to hear how companies are supporting social and environmental issues
High demand comes with high expectations for impact – and doubts about corporate impact persist:
- 16% of Americans believe companies have made significant positive impact on social or environmental issues
-25% believes their own purchases substantially influence those issues
Multicultural consumers emerge as critical stakeholders, with Hispanics leading the way:
-94% of Hispanics are likely to switch brands to one associated with a good cause (vs. 89% of the general U.S. population)
-Hispanics are more likely to consider a company's support of issues when deciding: what to buy (86% vs. 82%), where to work (80% vs. 71%) and where to invest 70% vs. 60%)
-Hispanics more frequently go beyond the register to donate (70% vs. 65%), volunteer (47% vs. 42%) and advocate on behalf of companies (43% vs. 38%)
Millennials come of age as cause proponents, but bring a critical eye:
- 78% of Millennials consider a company's CSR commitments before deciding where to work (vs. 71% of the general U.S. population)
-64% uses social media to address or engage with companies around social or environmental issues (vs. 51% of the general population)
- 26% will share negative information about companies and issues they care about (vs. - 20% of the general U.S. population)
Read full Report http://www.conecomm.com/2013-social-impact
This document discusses segmentation strategies for understanding public audiences on social media. It describes demographic segmentation based on attributes like age, gender and location. Psychographic segmentation is also covered, which examines interests, behaviors, activities, opinions and lifestyle factors. The document states that combining available social media data with these segmentation approaches can provide strategic benefits for companies to better understand consumer behavior and effectively target their audiences.
This document discusses public segmentation using social media. It covers demographic segmentation based on attributes like age, gender and location. Psychographic segmentation is discussed based on interests, behaviors, activities, opinions. Combining demographic and psychographic data from social networks allows more in-depth segmentation. Levels of user engagement from lurkers to influencers is another form of segmentation. Segmentation frameworks can be applied to understand audiences and develop targeted communications. Overall the document explores the potential of social media data for public segmentation.
A lively and eye-opening conversation moderated by MDR Education’s Bernadette Grey with Millennial Ad Network co-founders Jake Skoloda, Brendan Maher and John Maher and JÜV Consulting’s Emma Himes and Itai Fruchter, all Gen Zers themselves!
The document discusses 8 trends that will impact 2019:
1. Extreme polarization will continue as issues like inequality, refugees, and religion further divide societies. Brands will have opportunities if they focus on unity rather than political divisions.
2. Anxiety levels are rising due to economic uncertainty, and alternatives like CBD, adaptogens, and vaping are growing in popularity to help people cope. Brands can help by promoting positivity.
3. The concept of authenticity is fading as everything can now be reproduced or falsified online. Honesty will become more important for building credibility. Micro-influencers will gain trust over celebrities.
4. Solitude is increasing globally but will be less stigmatized.
This document analyzes two high-profile ad campaigns - Pepsi's ad featuring Kendall Jenner and Dolce & Gabbana's campaign in China - to examine how cultural sensitivity and authenticity influence consumer responses to brand activism. It explores how social and political issues shape brand activism efforts and the impact on brand reputation. Through a comparative analysis of the controversies surrounding these campaigns in different cultural contexts, the findings highlight the importance of considering cultural values, beliefs, and political sensitivities when engaging in brand activism to avoid damaging a brand's reputation.
The Social Consumer, study explores the factors that inform, impact and shape trust, loyalty and preferences of the digitally connected consumer.
In this study, we tested the belief that brands which can tap into emotions about and awareness of their values (human/social) are most likely to inspire positive action and loyalty from consumers.
Our view is that the super-connectedness of global communications has challenged how companies interact, engage and maintain relevance and trust with their key audiences and the public-at-large. As such, the reputation of a company is no longer defined by what they “report” or what they “say” they stand for. Instead, they are increasingly defined by the shared opinions and experiences of socially-connected consumers.
The findings reflect a number of surprising and validating insights, informed by surveys completed by 927 respondents mostly from the U.S. with about 10 percent from rest-of-world with great distribution and balance across age and gender.
By David F. Larcker, Brian Tayan, CGRI Survey Series. Corporate Governance Research Initiative, Stanford Rock Center for Corporate Governance, October 2018
In summer and fall 2018, the Rock Center for Corporate Governance at Stanford University conducted a nationwide survey of 3,544 individuals — representative by gender, race, age, household income, and state residence — to understand how the American public views CEOs who take public positions on environmental, social, and political issues.
“We find that the public is highly divided about CEOs who take vocal positions on social, environmental, or political issues,” says Professor David F. Larcker, Stanford Graduate School of Business. “While some applaud CEOs who speak up, others strongly disapprove. The divergence in opinions is striking. CEOs who take public positions on specific issues might build loyalty with their employees or customers, but these same positions can inadvertently alienate important segments of those populations. The cost of CEO activism might be higher than many CEOs, companies, or boards realize.”
“Hot-button issues are hot for a reason,” adds Brian Tayan, researcher at Stanford Graduate School of Business. “Interestingly, people are much more likely to think of products they have stopped using than products they have started using because of a position the CEO took on a public issue. When consumers don’t like what they hear, they react the best way they know how to: by closing their wallets.”
What does radical uncertainty mean to communication professionals today? How has it affected stakeholder and consumer expectations? And what are companies doing to meet the challenge?
The price of consumers’ and stakeholders’ support in an age of low trust and high uncertainty is purpose with proof, radical transparency and a seat at the table.
The Sustainly 5th Annual Social Media Sustainability IndexMatthew Yeomans
This document discusses the rise of "soft sustainability", which focuses on communicating sustainability issues to the public in terms they can understand and relate to, rather than using technical jargon. It describes how social media has increased public awareness and engagement with sustainability topics. Companies have begun using soft sustainability approaches that discuss issues like health, education, and equality through aspirational lifestyle stories and innovation examples. The document uses campaigns by companies like Unilever, Coca-Cola, Danone, Apple, and General Mills as cases of communicating sustainability through soft, mainstream approaches.
¿Cómo construir un "movimiento social" con marcas en la nueva era de la comunicación digital? ¿Cómo hacer que una plataforma de participación sea más que redes sociales?
Estudio de Social@Ogilvy del 2014 - "Building Social Movements With Brands"
This document discusses brand activism and provides suggestions for brands considering taking a political or moral stance. It notes that while activism can feel risky, it can also boost brand distinctiveness and relevance if done correctly. Some key points made include:
- Brand activism is on the rise as brands look to channel consumer passions and change the world for the better, but there are risks of backlash.
- Getting it right can provide greater fame through earned media if the stance is authentic and relevant to the brand and consumers.
- To succeed, brands need empathy and must understand how their actions will be perceived by different audiences to avoid potential negative impacts.
The document discusses whether publicly traded companies should take public stances on social and political issues. It notes that consumer demand is pushing companies to take stances as research shows many consumers are more likely to purchase from companies that share their views. However, taking a stance also risks alienating shareholders or customers with differing views. The document examines how stances can impact sales, share prices, and the "vote with your dollar" movement. It also discusses how business ethics are transforming to focus more on social issues and prosocial stances through high-profile examples like Starbucks supporting LGBTQ rights.
How Social Media Marketing Companies Shape Political NarrativesMichael Thomas
Connect with FABTARY if you are looking to build effective, ethical and result-driven social media strategies and campaigns. Our extensive experience and unrivalled social media expertise help drive positive and tangible results.
Consumer behavior models seek to predict consumer decisions based on background demographic factors and more immediate variables. Background factors include culture, which shapes basic human values and behaviors, and subcultures which form around social differences like ethnicity. Reference groups, like family and social networks, also influence consumer behavior. Marketers target opinion leaders who directly influence others and lifestyle groups which are patterns of activities and interests. Psychological profiles representing needs and motivations are another factor marketers consider to appeal to consumers.
This document discusses how social media affects consumerism. It begins by outlining the objective and research question, which is to understand the impact of social media on consumer perceptions and choices. It then discusses why this topic is important, noting that social media allows brands to closely monitor and target consumers. The document explores how social media marketing works and how it can encourage spending on unwanted products. It also examines how consumerism shapes identity and individuality. The document concludes by emphasizing the need to make consumers aware of how social media manipulates them and encourages unwarranted consumption.
Most consumers say that social media does not influence their purchasing decisions. While companies spend billions on social media advertising each year, the majority of consumers use social media primarily to connect with friends and family rather than to engage with brands. Even those who follow brands on social media often report that it has little to no influence on what they buy. To be more effective on social media, companies need to focus less on sales and marketing and more on building genuine, responsive communities that provide compelling content to engage customers.
Say search and sales e-cigar and big data Weiai Wayne Xu
This document summarizes a study on electronic cigarettes on social media in China. It discusses why the researchers focused on conversations, searching, and selling related to e-cigarettes. It explains that they studied e-cigarettes in China because of China's large smoking population, it being a major manufacturer of e-cigarettes, and the lack of research in this area. The document outlines the key research questions and presents initial findings from analyzing data on the social media platform Sina Weibo, the search engine Baidu, and the e-commerce site Taobao. It discusses the roles of different participants in the conversations and how the conversations evolved over time.
Similar to Measuring Stakeholder Perceptions of the "Social Impact" in ESG (20)
IPR Collaborators for Change Report: Research on the Relationship Between Com...Olivia Kresic
Communications and diversity executives must collaborate to advance inclusion within organizations. Anetra Henry argues that strategic communications can help diversity leaders achieve their goals by sharing key messages and ensuring diverse perspectives are represented. Effective collaboration between these roles requires open communication and a shared commitment to promoting equity, diversity and inclusion.
Generative AI in Organizations: Insights and Strategies from Communication Le...Olivia Kresic
New! In, “Generative AI in Organizations: Insights and Strategies from Communication Leaders,” the Institute for Public Relations (IPR) conducted interviews from November 2023 to January 2024 with 30 communication executives, chief communication officers (CCOs), agency CEOs, academics, and leaders to examine how generative AI is impacting their function and organization. This report specifically examines the role of AI tools like ChatGPT, Microsoft Copilot, DALL-E, and others, probing how they are shaping communication and marketing strategies.
Generative AI in Organizations: Insights and Strategies from Communication Le...Olivia Kresic
In “Generative AI in Organizations: Insights and Strategies from Communication Leaders,” the Institute for Public Relations (IPR) conducted interviews from November 2023 to January 2024 with 30 communication executives, chief communication officers (CCOs), agency CEOs, academics, and leaders to examine how generative AI is impacting their function and organization. This report specifically examines the role of AI tools like ChatGPT, Microsoft Copilot, DALL-E, and others, probing how they are shaping communication and marketing strategies.
The Institute for Public Relations synthesized the top research studies from 2023 that we think communications professionals need to know. This past year, communication leaders guided their organizations through transformations in artificial intelligence (AI) and ESG, among other large-scale changes.
The Institute for Public Relations synthesized the top research studies from 2023 that we think communications professionals need to know. This past year, communication leaders guided their organizations through transformations in artificial intelligence (AI) and ESG, among other large-scale changes.
The Institute for Public Relations synthesized the top research studies from 2023 that we think communications professionals need to know. This past year, communication leaders guided their organizations through transformations in artificial intelligence (AI) and ESG, among other large-scale changes.
IPR Leger 2023 Disinformation in Society ReportOlivia Kresic
The survey of 2,200 Americans found that most still consider misinformation and disinformation to be major problems, though concerns decreased slightly from 2021. Three-quarters believe disinformation undermines elections and threatens democracy. While anxiety around disinformation is down, over half think AI will increase it. Americans trust friends and family the most for accurate information, followed by some local and national news sources. However, trust in political leaders and social media is low.
Institute for Public Relations and Voya Financial have partnered on a comprehensive report, “Disabilities in the Workplace: Culture, Communication, Support, and Inclusion” that conducted a survey of 1,014 employees to determine how organizations support and communicate about disabilities and caregiving in the workplace.
Artificial Intelligence (AI) has been a disruptive force within the communication industry. Regulations of this new technology have yet to keep pace with the technological development of generative AI. However, within the United States, the President, Congress, federal agencies, state legislatures, and municipal governments have attempted to provide a framework to regulate AI. These regulations attempt to strike a balance between allowing the technology
to grow and guarding against issues of disinformation, discrimination, and privacy violations. This article examines the current trends in U.S. AI regulation pointing out the legal and regulatory philosophies that guide early attempts to manage generative AI platforms. The article concludes with suggestions for PR practitioners to navigate the evolving parameters of AI regulation.
Identifying and Prioritizing Stakeholders for Public RelationsOlivia Kresic
Stakeholder management is fundamental to the practice of public relations. This paper builds on the seminal 2006 paper by Professor Brad Rawlins, Prioritizing Stakeholders for Public Relations. It provides practitioners’ perspectives on defining stakeholders in corporate and non-profit settings, in addition to applying the prioritization models presented in Professor Rawlins’ paper to a case study.
IPR Top 19 Public Relations Insights of 2022Olivia Kresic
The Institute for Public Relations synthesizes the top research studies that we think public relations professionals need to know about from the previous year. Last year, communicators across industries guided their organizations to dive deeper into supporting diversity, equity and inclusion as well as environmental, social and governance work. Research areas addressed these trends along with changes in the public relations field from rapid growth to increasing demand for services to burnout in professionals. The end of this report includes a list of IPR resources and IPR signature studies published in 2022. We want to extend a thank you to our Board of Trustees, comprising senior level executives and academic leaders in public relations, for driving the mission and work we do.
This document discusses nudges, which are ways of influencing people's behavior through subtle changes to their choice environment, without limiting options or economic incentives. It defines key concepts like choice architecture and libertarian paternalism. The document explains that nudges work by leveraging cognitive shortcuts and biases, and that they can be designed around defaults, error prevention, feedback, mapping choices to expected outcomes, and structuring complex choices simply. It provides examples of how nudges have been effectively used in communication campaigns to increase understanding and compliance.
This document analyzes over 170,000 tweets discussing business and sustainability to understand perceptions. Key findings include consumers expecting companies to lead on sustainability like reducing plastics and having ethical supply chains. Employees and job seekers also prioritize employers' environmental records. However, some accuse companies of greenwashing without meaningful action. Social media users largely blame oil companies for climate change and criticize lack of transparency from all industries.
The document discusses a study on the evolving communication function within organizations. Key findings from the study include:
- Fewer than half of communication leaders said they were satisfied with their function's structure, though most felt it was effective.
- Responsibilities of the communication function have increased and are expected to continue growing. However, most expect their headcount to remain the same.
- Top responsibilities included media relations, social media, and crisis communication. Communication functions were often combined with marketing.
- A survey of over 3,000 US adults found that over half now say they will get vaccinated for COVID-19 or have already received at least one dose, up from 37% in previous research.
- The biggest motivator for getting vaccinated was a desire to return to normal life, while concerns about vaccine safety and efficacy were the top reasons for hesitancy.
- Local news sources like local TV, newspapers, and radio were seen as most reliable compared to national news brands, with over half rating local TV news as reliable versus under 20% as unreliable.
- Hesitancy remained highest among Black respondents and younger women, though resistance declined in these groups compared to previous research.
The Communicator's Guide to Research, Analysis, and EvaluationOlivia Kresic
This document provides an introduction and overview for the importance of research, analysis, and evaluation for public relations and communication professionals. It discusses the key challenges communicators face today, including managing the say-do gap, combating misinformation, mitigating reputation risk, embracing new skills and technologies, and demonstrating a quantifiable return on PR investment. Research, analysis and evaluation are important for communicators to make smarter, data-driven decisions, measure the impact of their work, and continuously improve their strategies and tactics. The document is intended to help communicators apply these tools to gain strategic insights, improve performance, and deliver meaningful business contributions.
The Communicator's Guide to Research, Analysis, and EvaluationOlivia Kresic
This document is a guide for communicators on research, analysis, and evaluation. It discusses why these skills are important for communicators today given the challenges of managing an organization's reputation and messaging in today's fast-paced environment. Chief communication officers must use data to demonstrate how their work contributes tangible business value and returns on investment. The guide provides an overview of the key components of research and evaluation that communicators can apply at different stages of the public relations process to improve performance and decision making.
IPR Communicator's Guide to Research, Analysis, and EvaluationOlivia Kresic
This document is a guide for communicators on research, analysis, and evaluation. It discusses why these skills are important for communicators today given the challenges of managing an organization's reputation and message in today's fast-paced environment. Communicators need to quantify their impact through data to demonstrate their value and contribution to business outcomes. The guide provides an overview of the key components of research and evaluation that communicators should utilize at different stages of the public relations process to improve performance and strategy.
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Measuring Stakeholder Perceptions of the "Social Impact" in ESG
1. By Cision and the Institute for Public Relations
Poweredby:
Measuring
Stakeholder Perceptions of
the “Social Impact” in ESG
2. 2
TABLE OF CONTENTS
ABOUT THE STUDY
Cision and the Institute for Public Relations examined the conversation
around environmental, social, and corporate governance (ESG) topics. This
first report focuses on the ‘S’ in ESG — social impact. The past few years
have brought a renewed focus on social issues and activism, which has had
an impact on consumers’ expectations from brands. Using Brandwatch’s
Consumer Research tool, we analyzed nearly 209 million online conversations
across social media and online news, relating to specific social issues.
Questions addressed in this study include:
• What social issues are generating online discussion and media coverage?
• What key themes and topics emerge?
• What brands are associated with social issues most frequently and why?
• How are brand perceptions tied to action or inaction on social issues?
• How do consumers want brands to address key social issues?
Share of Conversation on Social Topics
The opinions expressed in this report by online users do not necessarily represent
the views of Cision or IPR. The appearance of social media commentary does not
constitute an endorsement of these views by Cision or IPR.
ABOUT THE STUDY
SHARE OF CONVERSATION ON SOCIAL TOPICS
KEY FINDINGS
ACTION ITEMS FOR COMMUNICATORS
IN-DEPTH ANALYSIS OF SOCIAL ISSUES
LGBTQ+ RIGHTS
RACE RELATIONS
MENTAL HEALTH
CLIMATE CHANGE
IMMIGRATION
VOTING RIGHTS
GENDER ISSUES
GUN VIOLENCE
HEALTHCARE REFORM
METHODOLOGY
....... 2
....... 2
....... 3
....... 5
....... 7
....... 7
....... 8
....... 9
....... 10
....... 11
....... 12
....... 13
....... 14
....... 15
....... 16
LGBTQ+
30%
RACE RELATIONS
22%
3%
WOMEN’S RIGHTS
2%
GUN VIOLENCE
1%
HEALTHCARE
9%
CLIMATE CHANGE
5%
VOTING RIGHTS
5%
IMMIGRATION
23%
MENTAL HEALTH
3. 3
LGBTQ+ rights (30%), mental health (23%), and race
relations (22%) were the most discussed topics from May
to July 2021. Across the board, opinions on issues were
starkly polarized based on political affiliation. Current events
— particularly legislative bills — were the most frequent
drivers of conversation, driving two to five conversation
spikes monthly.
References to celebratory days and months, such as
#PrideMonth and #WorldRefugeeDay, briefly increased
social media chatter around social issues, but the
discussions quickly dissipated when those events ended.
Companies and organizations that celebrated events such
as Pride Month were admonished if their words did not
match their actions.
Some issues frustrated online users more than others,
particularly in cases where people felt the problems were
long term and they observed little improvement over time.
People complained about inaction on gun violence, climate
change, race relations, and LGBTQ+ rights. Politicians and
organizations were often called on to take action.
High-profile authors, influencers, politicians, and
celebrities often shared their opinions about various social
issues. People subsequently shared those messages across
social media and added commentary that indicated either
solid support or disagreement with those views. People were
more likely to share their personal stories after high-profile
celebrities or other individuals indicated how a particular
social issue affected them.
Across most social media platforms, people were more
likely to give their opinion about a social issue, rather than
encouraging dialogue and discussion from others. Race
relations and mental health were two areas where people
were more likely to engage in two-way conversations.
1
3
2
4
5
6
KEY
FINDINGS
4. 4
Most social media users are not bringing
brands into their online conversations about
social issues. Most engagement with brands
around social issues initiated from the brand
making a statement rather than an individual
person bringing brands into the conversation.
Social issues are not mutually exclusive; much
of the conversation on social issues, such as
climate change, involved discussion about
multiple issues at once.
Overall, most conversations on social issues,
such as race relations, spiked with events or
news and then faded across all demographics,
including with high-profile individuals.
However, conversation about climate change
sustained more than other issues over time.
9
8
7
85%
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21:18
5. 5
Communicators should follow their organization’s values and
purpose when speaking out about a social issue. A process
or strategic plan for speaking out can help communicators
prepare, including taking steps to understand the organization’s
position and employees’ perception of key social issues.
Companies should comb through their histories to see if they
have supported any other brands, politicians, or figures in the
past that contradict their purpose. If their actions have not
always aligned with the current messages, communicators
should prepare to respond to challenges.
If there is a hot button issue being discussed by the public
and your brand does not take a stance, members of the public
will fill the information vacuum and demand the brand takes
action. Communicators can help combat these challenges
by monitoring popular issues and disseminating appropriate
messages in a timely manner.
Below are some specific actions communicators can take based
on the social issues topic:
RACE RELATIONS
Communicators must embody authenticity regarding a desire for
racial equality and ensure internally they are improving diversity,
equity, and inclusion (DEI). People will notice – and call out – any
disconnect between what companies communicate and the
actions they take before and after a trending event.
MENTAL HEALTH
Communicators should evaluate their organization’s structural
support of employees’ mental health prior to participating in
awareness months or weeks.Former and current employees are
often compelled to share their mental health challenges brought
on by their negative experiences at work and their inability to
procure satisfactory support offered by the organization.
CLIMATE CHANGE
Brands that take a stance on climate change need to “walk the
talk” or they will be met with doubt and criticism from the public.
Communicators should ensure that their brands have taken
ACTION ITEMS FOR
COMMUNICATORS
6. 6
appropriate action to improve their carbon footprint before
publishing messaging about climate change.
Because the climate change discussion is consistent and likely to
stick around, brands should get involved in the conversation on a
more regular basis.
IMMIGRATION
Boomers led the conversations on immigration with both positive
and negative sentiments. If brands would like to take action on
this topic, Boomers would be an active and engaged audience.
GUN VIOLENCE
Younger demographic segments (millennials and Gen Y) are more
united in their stand against gun violence whereas Boomers and
Gen X often counter debate with comments regarding the Second
Amendment. Therefore, communicators should take note and
craft messages with this difference in mind.
People typically bring politicians into this polarizing debate more
than brands. Communicators should review their organization’s
historical support for politicians and reexamine their record on
gun control issues. The record of any politician an organization
supports will reflect back on the company.
HEALTHCARE
While people did not bring specific brands into the conversation,
they did comment more broadly on companies’ inaction
toward healthcare reform. Communicators representing brands
that strongly support healthcare reform can position their
organizations as leaders in this field because this is not an issue
most companies have taken action to address.
Millennials and Gen Z lead online conversations on healthcare
with frequent support for universal healthcare. This provides a
unique opportunity for political and healthcare brands to engage
Millennials as an active audience, both internally and externally,
in healthcare conversations.
7. 7
Online conversation around LGBTQ+ issues significantly spiked
(466%) at the beginning of June thanks to Pride Month. Gen Z
provided the bulk of discussion with 68% of mentions. Companies
and influencers contributed to the conversation with mixed results.
Burger King generated the most reach with its Pride Month tweet
pledging to donate money to the Human Rights Campaign (HRC)
for each chicken sandwich purchased. Reaction was mixed.
Some took the opportunity to praise BK for supporting Pride
Month while others accused the restaurant of promoting “cancel
culture,” and said they would rather support Chick-fil-A. Another
group saw the moment as an opportunity to complain about the
brand’s quality of food and customer service.
In-Depth
Analysis of
Social Issues
LGBTQ+ RIGHTS
Companies or influencers who did not “walk the talk” were met
with backlash from online communities. Amazon was one of
the top companies called out for “rainbow washing” by publicly
showing support for Pride Month on their social media platforms;
however, people accused Amazon of donating to anti-LGBTQ+
politicians and selling products from anti-LGBTQ+ brands, among
otheractions, that did not line up with theirpro-LGBTQ+ messaging.
President Joe Biden’s tweet in support of transgender Americans
during Pride Month was a frequently shared post and generated a
high volume of online chatter. Some urged him to do more, such as
passing the Equality Act.
8. 8
Sporting events also drew attention to race relations. Social
media users mostly condemned the racist abuse suffered by three
Black players following their missed penalty kicks for England in
a #Euro2020 soccer match. Players taking a knee to support the
#BLM movement before soccer matches also generated some
conversation, most of which was supportive. People called out the
U.K. government for not doing more to publicly condemn racism.
When political pundits, business leaders, or celebrities posted
about race-related issues, conversations around these issues on
social media increased. Men were more likely to talk about race
relations (66%) than women (34%). Many business executives chose
to weigh in and contributed 26% of the conversation. Political
affiliation did impact how the online conversation discussing racial
issues was framed.
The one-year remembrance of George Floyd’s murder and Derek
Chauvin’s sentencing were two ofthe highest trending events
around thistopic. Some people discussed the lack ofmeaningful
progressoverthe past yearto improve racial equalityand asked
followersto weigh in on what haschanged. In some cases, social
media generated in-depth conversation and a betterunderstanding
ofthe complexityofthese issues.
#BlackLivesMatter and #BLM were two of the most popular
hashtags. Other phrases and terms occasionally referred to in
these conversations were “defund the police” and “Antifa.”
RACE RELATIONS
9. 9
Microsoft, Nike, and ESPN were praised for their programming and
“getting it right” during Mental Health Awareness Week/Month.
Walmart and McDonald’s were two organizations whose former
and current employees shared mainly negative sentiments about
employee treatment and lack of mental health benefits.
Millennials sustained conversation about mental health more than
the other generations (specifically, Boomers, Gen X, and Gen Z).
News about mental health — particularly the mental health of
celebrities and athletes — drove many conversations.
News outlets and organizations talked about mental health
challenges and policies on social media. While some employees
shared the work their employers are doing to support their
mental health, others talked about the impact of COVID-19 and
work life on their mental well-being.
Insurance companies posted their support of mental health, but
few consumers engaged in those conversations.
When BTS band member Suga discussed his depression in an
interview with Rolling Stone magazine, most fans and followers
retweeted their support, and some shared their own struggles
with depression.
On the other hand, when gymnast Simone Biles chose to sit out
certain Olympic events, reactions were mixed. Most prominent
figures and other celebrities showed their support and shared
their own personal stories, calling Biles “brave.” Some were less
supportive and said she let down her team and the country or
that she quit too easily.
#MentalHealthAwarenessWeek was a widely used hashtag in
the UK. The discussion offered an opportunity for social media
users to share resources, suggestions and stories. Common
terms related to mental health included “depression,” “anxiety,”
“suicide,” and “mental illness.”
Mental health
10. 10
CLIMATE CHANGE
Americans called out climate change contradictions and blamed
organizations, high-profile individuals, and the government for not
doing more to stop it.
High-profile individuals such as Elon Musk, Bill Gates, and Sen.
Bernie Sanders, weighed in on climate change, which sparked
conversation throughout the months. Gen Z provided 55% of
the climate change conversation, helped in part by shares and
comments on Greta Thunberg’s tweets on the topic.
Climate change was one of the few social issues that had
consistent and sustained conversation, compared to other social
issues that saw spikes in conversation during different times.
Conversations surrounding climate change also served as
grounds for people to air other grievances, such as the handling of
COVID-19.
Contradictory behavior spurred discontent from people, such as
U.K. Prime Minister Boris Johnson taking a brief flight to Cornwall
to discuss climate change, local governments poorly handling
heat waves, and the environmental impact of bitcoin mining.
85%
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21:18
11. 11
Immigration wasa politicallydivided topic; the Mexico-U.S. borderwas
a keydiscussion driver.
President Trump’s border wall continued to be a frequent topic
of discussion on social media. Republicans, especially politicians,
were more likely to support the wall and talk about “illegal
immigrants,” and their lack of support for the president.
Rep. Marjorie Taylor Greene’s frequent promotion of the border
wall and criticisms of the Biden administration were widely
retweeted.
Media outlets featured stories showing how companies were
supporting immigrant employees.
In July, a federal judge ruled that DACA was unlawful and
blocked new applications to the program. U.S. tech companies
subsequently voiced their disappointment with the ruling.
Although tech companies’ responses were frequently shared
online, they generated little organic conversation.
Some in the U.S. expressed their frustration with getting visas
and green cards.
IMMIGRATION Success stories of immigrants who successfully started their own
companies were shared across platforms.
International conflicts, such as those in Myanmar, Gaza, and
Eritrea, generated conversations around refugees. Most posts
supported refugees. #WorldRefugeeDay drew positive support
across news and social channels.
12. 12
Two voting reform billsin the U.S. Congress, the Forthe People Act and
the John LewisVoting RightsAct, generated spikesin discussion. Gen
Xerscontributed 39% ofthe conversation mostlyin the form ofretweets.
Media outletsused social platformsto spotlight companiesthat
publiclysupported, spoke out against, orremained silent on voting
issues. Activistsand organizationstagged the namesofcompanies
who failed to act.
While conversation waspoliticallypolarized, Democratscontributed
a largershare ofdiscussion. High-profile Democrats, including Sen.
Bernie Sanders, Rep. Maxine Waters, actorDylan O’Brien, authorAri
Berman, formerSecretaryofLaborRobert Reich, and speakerNancy
Pelosi all used the popularhashtag #forthepeopleact to further
discussion ofvoting rights.
Specific statespushing billsformore voting restrictionsgenerated
accusationsofvotersuppression, threatsto democracy, and racism
from those opposed to these measures. Some people called forthe
end ofthe Senate filibuster, believing it to be the most effective way
to push through national voting rightslegislation.
VOTING RIGHTS
On July1, President Joe Biden tweeted about the U.S. Supreme Court’s
decision upholding Arizona’svoting restrictions, spurring conversation
from both sidesofthe partisan divide.
People voiced theiropinionsand grievancesbut didn’t take the
opportunityto expand the conversation beyond a lament. Those
unhappywith the ruling demanded that President Biden expand the
U.S. Supreme Court in response. Otherswere in favorofthe Arizona
voting restrictionsbeing upheld.
13. 13
Discrimination-related events spiked online discussions of gender
issues, and people mainly showed their support of gender equality.
The #MeToo hashtag was trending after Bill Cosby’s sexual assault
conviction was overturned; most commenters on social media
were supportive of the victims.
Twitter users in India protested gender discrimination with the
hashtag #save_male_nurses after the All India Institute of Medical
Sciences (AIIMS) imposed an 80% quota for women in nursing
officer roles.
After the U.S. Senate voted against the Paycheck Fairness Act, a
proposed bill to combat pay discrimination against women and
LGBTQ+ workers, dismayed Twitter users took to the platform to
criticize the move and voice their disapproval that it had become
a partisan issue.
GENDER ISSUES
14. 14
Staged events, hotly-debated legislation, shootings, and survivors’
storieswere the primarydriversofthe polarized conversation about
gun violence.
Gun Violence AwarenessDaygenerated discussion, with people
sharing picturesofthemselveswearing orange in support ofthe
issue. The five-yearanniversaryofthe Pulse Nightclub drewcalls
forchange.
NRA President David Kene gave a fake high school graduation speech
to 3,044 emptychairs, representing those whograduatedbutwere
killed, and the storywaswidelyshared acrosssocial media platforms.
Commentswere mostlydivided acrosspartisan lines.
Texaspassed legislation loosening gun restrictions, which created
partisan discussion on social media. Republicansmostlypraised the
bill while victims’ familiesand Democratsdecried itspassage, often
sharing statisticsofgun deathsand massshootings.
Massshootingsin San Jose and Austin caused people to demand
legislatorstake action to help stop gun violence.
GUN VIOLENCE
15. 15
The leading topic ofhealthcare conversationswasthe U.S. Supreme
Court rejecting challengesto the Affordable Care Act in June.
Most conversation wassupportive ofthisdecision aspeople shared
theirpersonal experiencesofhowObamacarebenefitedthem. Others
complained about theirhigh healthcare costsasresult ofthe ACA.
Millennialsand Gen Z generated nearly70% ofthe conversation about
healthcare. “Medicare forAll” and the need foruniversal healthcare were
hot topicsamong Millennials— most were supportive ofthese ideas.
People commented on corporations’ lack ofaction to improve
healthcare costs, despite having the resourcesto do so. Some even
speculated on potential reasonscompanieshaven’t done more to drive
healthcare reform.
HEALTHCARE REFORM
16. 16
Cision and the Institute forPublic Relationsanalyzed online mentionsforsocial issue topicsfrom May1 to July31, 2021, using Brandwatch’s
ConsumerResearch tool. Powered byartificial intelligence technology, Brandwatch ConsumerResearch analyzesonline mentionsand classifies
keywordsand phrasesused online into topics. The queried topicswere “race relations,” “genderissues,” “voting rights,” “healthcare,” “gun
violence,” “immigration,” “climate change,” and “mental health.” The data set included 208.96 million total mentionsfrom 75.5 million unique
authors. The total online mentionscomprised both newsand social media mentions.
Founded in 1956, the Institute forPublic Relationsisan independent, nonprofit foundation dedicated to the science beneath the art ofpublic
relations™. IPR creates, curates, and promotesresearch and initiativesthat empowerprofessionalswith actionable insightsand intelligence
theycan put to immediate use. IPR predictsand analyzesglobal factorstransforming the profession and amplifiesand engagesthe professional
globallythrough thought leadership and programming. All research isavailable free at www.instituteforpr.org and providesthe basisforIPR’s
professional conferencesand events.
Asa global leaderin PR, marketing and social media management technologyand intelligence, Cision helpsbrandsand organizations
to identify, connect and engage with customersand stakeholdersto drive businessresults. PR Newswire helpscompaniesmeet their
communicationsand disclosure needs. A network ofapproximately1.1 billion influencers, in-depth monitoring, analyticsand itsBrandwatch
and Falcon.io social media platformsheadline a premiersuite ofsolutions. Cision hasofficesin 24 countriesthroughout the Americas, EMEA and
APAC. Formore information about Cision’saward-winning solutions, including itsnext-gen Cision CommunicationsCloud®, visit www.cision.
com and follow@Cision on Twitter.
Methodology