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A study pinpointing illegal campaign contributions, sexual harassment or discrimination claims, and data hacks as the crises that have have the strongest effect on a company was named the #1 public interest insight of 2018 by the Institute for Public Relations.
The rest of the IPR’s list of the Top 10 PR research studies conducted last year hits most of the other hot-button topics that have faced the industry. Corporate advocacy and social responsibility, inclusion and diversity, the reliability of information disseminated on social media and the video-content viewing habits of what one study refers to as “Millexzials” (a catch-all term including Gen X, Millennials and Gen Z) were some topics examined in the studies on the list.
The Top 10 Public Relations Research Insights list, released this week, was compiled by IPR director of research Sarab Kochhar, along with research and development associate Mary Beth Perry. The IPR Board of Trustees, a group of senior-level industry executives, helped choose the topics represented on the list.
The #1 study, on the most damaging controversies that can face a business, was compiled by the Public Affairs Council and Morning Consult. The list is rounded out by studies from organizations including APCO Worldwide, Weber Shandwick, KRC Research, Deloitte Insights, McKinsey & Company and WE Communications.
In addition to its Top 10 list, the IPR showcased the findings of a report that it conducted in partnership with Peppercomm. That report found that CMOs and CCOs are increasingly taking stands on social issues, even if those issues are not directly related to their core business.
To see full descriptions of each study in the Top 10 Public Relations Research Insights, click here.
Robert Udowitz and Steve Drake, principals of RFP Associates, advocated for an agency selection process that mirrors the same rigor applied to recruiting key staff members, during their seminar at last week's PRSA ICON conference in Wash., D.C.
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