Page Center Insights Report highlights prosocial communication concepts, strategies

The Page Center’s newest Insights Report explores how organizations communicate initiatives that promote public health, address social challenges and advance prosocial goals. 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. 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.

“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 & 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 a senior research fellow at the Page Center and led the Center's call for research proposals on prosocial communication.

Among the insights are timely concepts such as the role of 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 their results, the scholars 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. “We hope these projects will inspire positive change, and also get leaders thinking about context, tactics and the ethical approaches these strategies require.”

Eleven research briefs from these prosocial communication projects are featured in a special issue of Public Relations Journal, a research journal published by the Institute of Public Relations. The Page Center solicited proposals for research on this topic in 2023. Insights Reports represent a major piece of the Page Center’s mission – enhancing ethics and responsibility in all forms of public communication.

“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,” said Holly Overton, research director. “It’s motivating to see tried and true principles hold true, while new concepts and theories help us adapt to a fast-changing world.”

Other key findings from the Page Center Insights Report on Prosocial Communication

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.

The Page Center 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.