US IPR to research comms 'science'

GAINESVILLE, FL: The Institute for Public Relations, an independent research organisation based at the University of Florida, has set up a commission to research the 'science' of international PR.

IPR president and CEO Frank Ovaitt said the group was tasked with formalising knowledge for a practice that had hitherto used anecdotal stories as its main form of education.

The commission's first step will be to undertake a survey of all existing research on international PR.

One possible outcome could be a country-by-country guidebook for PROs, with tips for operating in different cultures.

Ovaitt said the research would help PROs avoid 'making all the mistakes that everyone made before'.

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