Thirteen years ago when I made the difficult decision to leave my job as a public relations associate for a small nonprofit and return to grad school full-time, I was worried that I’d quickly become out-of-touch with the ever-evolving public relations industry. Luckily, the Plank Center for Leadership in Public Relations has a program to help educators avoid this pitfall. The Summer Fellowship for Educators places professors with host companies like DEVENEY to enhance the professional development of both educators and professionals through the exchange of information and ideas.
The DEVENEY team asked me to present as part of their Wednesday lunch n’ learn series. We talked about models of public relations research, where research is headed, and about the fact that, at its core, research is all about asking the right questions. For next week, they’ve asked me to talk about the role that research plays during the evaluation process and the Barcelona Principles of PR Measurement.
I’ve only been here a few days, but it’s very clear that DEVENEY practices what public relations educators around the country preach—research should drive everything a PR practitioner does.
Whether it’s immersing themselves in new client’s brand, analyzing that client’s competitive market, understanding who that client is trying to reach, or learning about the latest trends and best practices, DEVENEY is asking the right questions.