🤖 Can AI-assisted apologies rebuild trust? This study finds that while AI-generated crisis apologies often face skepticism, human-authored apologies are perceived as more sincere, leading to higher trust and forgiveness. More information is discussed at table 6. #iprrc28

🎉 Celebrating excellence in research! Congratulations to Joon Soo Lim, Nalae Hong, and Erika Schneider for winning the Arthur W. Page Center Benchmarking Award! 🏆 Newhouse School

👥 Leadership matters in PR retention. This study finds that empathic leadership strengthens commitment and engagement, reducing turnover intention among PR professionals. However, DEI engagement alone doesn’t significantly impact turnover. UGA Grady College #iprrc28 #iprrc2025

🏛️ How can organizations build a reputation tailored to their publics? This study integrates reputation management, organization-public relationships, and stakeholder theory to propose a relational reputation model. Join us at table 2! #iprrc28 #iprrc2025

New research on AI and misinformation during the 2024 U.S. presidential campaign shows that while AI-generated misinformation is limited, 21% of AI posts contain misinformation. Macro influencers are the biggest spreaders, and engagement type impacts misinformation presence.

🎓 How can universities use PR for better fundraising? With declining government support, universities are turning to public relations and digital communication to engage alumni and donors. This study identifies five key PR strategies to enhance institutional fundraising.

This study using SCCT finds Marriott framed its 2018 data breach in the victim cluster, blaming Starwood. However, the public saw it as preventable, citing cybersecurity lapses. The misalignment underscores the impact of crisis framing on reputation. #iprrc28 #iprrc2025

AI can enhance crisis management by predicting risks, analyzing sentiment, aiding decision-making, and improving response strategies. A new model proposes integrating AI like predictive analytics and generative AI to strengthen crisis readiness while ensuring ethical oversight.

How do PR professionals and students navigate ethical AI adoption? This study explores decision-making frameworks, ethical challenges, and key areas for AI training in PR. Researchers seek community participation to refine ethical guidelines for responsible AI use. Join us.

📣 Can leadership language boost corporate social advocacy? This study finds that leaders' motivating language (direction-giving, empathetic, and meaning-making) enhances employee identification, leading to stronger advocacy, trust, and engagement in corporate social initiatives.

New research explores AI chatbots in crisis communication. Findings show emotional support from chatbots enhances public trust and crisis response acceptance more than informational support. Persona had no significant effect, but OPR played a key mediating role. #iprrc28

Managing misinformation starts with closing the public engagement gap. This study highlights the optimal public line—ensuring information availability meets audience involvement to reduce misinformation risks and build trust. #iprrc28 #iprrc2025 #Misinformation #PR

New research explores how PR practitioners navigate AI ethics. Findings show most use GenAI without formal training or ethical guidelines, with concerns about IP, plagiarism, and accuracy. Despite this, few report their supervisors prioritizing AI ethics. #AI #PRethics #iprrc28

How do PR students & professionals in the USA and Bangladesh perceive the industry? This study explores cross-cultural differences in PR education, industry reputation, and AI’s role in PR. A must-read for those interested in global PR perspectives! #iprrc28 #iprrc2025

New research shows empowering leadership and organizational support enhance employees’ Generative AI efficacy. Communication channels—emails, social media, websites, and meetings—boost AI knowledge sharing and creativity.

How can internal social media boost employee engagement? This study finds that organization- and employee-oriented strategies enhance identification, driving both in-role (liking, sharing) and extra-role (advocacy, feedback) engagement. #iprrc28 #iprrc2025

🎉 Congrats to Xiao Ma, Yeunjae Lee, and Basunia Tanzid for winning the University of Florida Employee Communication Research Award! 🏆 Your research highlights how internal social media strategies drive employee engagement. Well deserved! UF College of Journalism and Communications

How does leadership shape workplace culture in the oil & gas industry? This study finds that transformational leadership fosters positive emotional culture and employee advocacy, while laissez-faire leadership has a negative impact. Gender differences also play a role. #iprrc28

🚨 How does FEMA handle misinformation during disasters? This research-in-progress examines FEMA’s messaging strategies during Hurricanes Helene & Milton, analyzing source credibility, trust dimensions, and crisis communication tactics like pre-bunking & debunking. #iprrc28

A huge shoutout to our amazing sponsors for their unwavering support at #iprrc28 ! Your contributions help make this conference a success, fostering impactful research and collaboration in the field. We truly appreciate your commitment! #ThankYou