Page Center report highlights prosocial communication concepts, strategies

UNIVERSITY PARK, Pa. — The Arthur W. Page Center’s newest insights report explores how organizations communicate initiatives that promote public health, address social challenges and advance other prosocial goals that amplify empathy, cooperation, trust and well-being. Featuring 12 evidence-based studies, the report offers best practices, emerging theories and ethical frameworks for effective prosocial communication.

This collection of research offers actionable insights for practitioners, policymakers and advocates alike, according to Holly Overton, Page Center research director and associate professor of advertising/public relations at Penn State’s Bellisario College. From global perspectives to c-suite activism to crisis management to the motivations of stakeholders, the report addresses a range of prosocial communication issues and themes.

The research is featured in a special issue of Public Relations Journal, a research journal published by the Institute of Public Relations. Visit the Page Center website to read highlights from the report and download a full copy.

“Much like past insights reports, each project targets different areas of the topic, but collectively share a commitment to uncovering how we can drive positive change,” Overton said. “It’s motivating to see tried and true principles hold true, while new concepts and theories help us adapt to a fast-changing world.”

Among the insights are timely concepts such as the role of social media influencers in building trust and how empathy and resilience strengthen messaging. The report also reinforces existing principles regarding the role of authenticity in trust-building and the expectation for companies to deliver on promised prosocial efforts.

One study found that public statements about social issues by CEOs have increased since 2020 — emphasizing the need for this research. Based on the study's results, the authors suggest aligning prosocial communication with the organization’s purpose and ensuring the messaging can create meaningful change.

“The insights in our report reveal new ways for communicators to approach societal challenges,” said Denise Bortree, Page Center director and interim dean of the Donald P. Bellisario College of Communications at Penn State. “We hope these projects will inspire positive change, and also get leaders thinking about context, tactics and the ethical approaches these strategies require.”

Insights reports represent a major piece of the Page Center’s mission — enhancing ethics and responsibility in all forms of public communication.

“I am thrilled with how the research turned out for this call on prosocial communication,” said Brooke McKeever, professor and chair of the Department of Advertising and Public Relations at the University of Alabama. “Collectively, the projects touch on so many issues that are important in our society and show how communication can help drive change, support people and help organizations solve pressing problems.”

McKeever is the Page Center senior research fellow who led the call for research proposals on prosocial communication.

Other key findings

Visit the report's website to learn more strategies for prosocial communication, including the report’s top 10 insights, or to download a PDF of the full insights report for free. Other insights include:

• Trust in local communicators is key to adapt and lead prosocial efforts. Employees embedded in diverse cultural contexts understand the nuances of local needs, risks and values.
• Listening is essential for building shared purpose and long-term trust. Organizations that invest in two-way communication platforms create opportunities for stakeholders to express their needs, concerns and expectations.
• In moments of crisis or conflict, how an organization communicates can shape public perception of its values, leadership and integrity.
• Craft messages that reflect both practical realities and genuine concern for affected communities. Values-driven communication — especially when it conveys care, fairness and purpose — builds credibility, mobilizes support and strengthens trust with stakeholders.
• During collective tragedies, organizations that remain calm, empathetic and emotionally attuned earn greater public trust.

The Page Center is a research center housed in Penn State’s Bellisario College. It has funded more than 350 scholars since its founding in 2004. While research themes vary from year to year, the center consistently supports academic exploration into the understanding of principles practiced in public communication. Page Center scholars represent colleges, universities and organizations from around the world.