Unlike past reports, this edition was built entirely around scholar-practitioner collaborations, combining academic research and professional experience to better address the challenges communicators face.
“While this report is not intended to be prescriptive or tell people how to do things, it can give them a playbook to help inform their strategy and priorities,” Overton said. “All while being able to point to research that has been conducted through these unique collaborations.”
In one project focused on AI, scholars from several universities teamed up with an expert crisis communicator. The team examined cross-national differences between practitioners and audiences in the United Kingdom and the United States in their willingness to experiment with and trust organizational uses of AI. The research highlighted the importance of guiding principles for developing strategies when approaching different audiences.
“What was really fascinating, and also a little surprising, was how much we need to be thinking about the audience broadly," Overton said about the project. "The differences among groups can really change what the best approach would be to connect with that particular audience.”
Other projects focused on employee listening, ethical issues in AI, managing disinformation in influencer partnerships and how overlooked figures shaped public relations. Overton said she was excited and proud of the work completed in response to the call for research projects.
“This call was certainly a dedicated effort to showcase scholar-practitioner collaborations,” Overton said. “The outcomes from this call have far exceeded what we’ve done with other traditional calls. That whole approach is something we want to make part of our DNA here at the center.”
Key findings from the Page Center insights report
The report’s website includes more information on the top 10 insights and strategies for the public communication industry. The full insights report is also available as a free PDF.
- Telling the truth is essential. With the increasing spread of misinformation, organizations and practitioners have a responsibility to verify facts and tell the whole story before sharing with their audiences to protect credibility and public trust.
- Take specific actions to support relationships. Whether it’s clearly disclosing AI involvement in crisis communication or organizational leaders modeling good listening practices, these authentic communication practices build strong relationships with stakeholders.
- Marginalized practitioners have a legacy of leadership and innovation. Telling the stories of these leaders promotes inclusivity and calls attention to the importance of minority groups, which empowers the long-term nature of public relations. Leadership influences employees’ workplace practices.
- Leadership actions can promote more ethical practices around the use of AI or more intentional training on leaders’ listening competencies to better equip employees to work with clients.
- AI is a productivity tool. It doesn’t replace human expertise. Organizations need to build positive perceptions and ensure human oversight of AI-assisted processes by leading transparent conversations.
The Page Center has funded more than 350 scholars and practitioners since it was founded in 2004. While the center’s research typically focuses on academic pursuits, this year it focused on the application of public communication principles to industry through practitioner involvement. Page Center scholars and practitioners represent colleges, universities and organizations around the world.