The public relations world is among the many fields that have drastically changed over the last decade. Social media has empowered the everyday person, giving them the tools to call out an organization on its bad judgment, morals and ethics — which means it’s also changed how PR professionals must react.
Since 2006, Dr. Marlene Neill has shared her expertise on the subject at an assistant professor in Baylor’s Department of Journalism, Public Relations and New Media. She teaches courses in PR and advertising, serves as the faculty adviser for the Baylor Public Relations Student Society of America chapter, and is heavily involved in the local Central Texas Public Relations Society of America chapter. And on top of all of that, she’s a thought leader when it comes to public relations management and ethics.
One of her most researched topics is the impact of social media on public relations. For example, how has it blurred the line between advertising and PR? How has that left a gap in marketing and journalism education? And since the lines are blurred, who is responsible for what when it comes to a company’s social media management?
More recently, her research has focused on millennials in PR, finding they feel unprepared to offer their companies advice on moral dilemmas. Moreover, as they grow from being the “doers” to “deciders” in a company, they also don’t expect to encounter ethical issues. As any public relations crisis will tell you, any company can be faced with an ethical issue — especially given the role social media plays in PR today.
Neill’s research has been covered in many PR, communications and mass media journals, from the Institute for Public Relations to PRSay. Even Entrepreneur magazine sought her as a source on “10 Tips From CEOs for Everyone Dreaming of Getting to the Top”.
Sic ’em, Dr. Neill!
You might also like:
* Meet Baylor’s nationally recognized expert in sports marketing (Oct. 2018)
* Meet Baylor’s nationally recognized expert on gender, race and media (June 2018)
* Meet Baylor’s nationally recognized expert on cell phone addiction (April 2018)