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New study explores annual reports vs. social media in corporate communications
December 16, 2025

UFCJC PR Department is a finalist in the 2026 PRWeek Awards Outstanding Education Program Category
December 12, 2025

Launching this spring, a new graduate certificate will allow UF students to explore their passion for sports media
December 10, 2025

Austin Hubner authors articles on how scientists shape public trust and how the public evaluates scientific information sources
December 8, 2025

Using virtual reality to close psychological distances
Despite agreement among most scientists and climate experts that climate change is real and poses a major threat to the planet, apathy and denial towards it persist and proliferate. While politics plays a big role in people’s attitudes, there are also several psychological reasons for people to be apathetic, and researchers are looking for new technology for ways to close these psychological gaps. A new study co-authored by Assistant Professor of Media Production, Management, and Technology Eugy Han explored ways to use virtual reality (VR) in climate change communication and found that VR was an effective tool at reducing climate indifference among its participants.

A new study offers insight into how brands manage their image during times of crisis
In March 2020, people around the world retreated to their homes for the first lockdown of the COVID-19 pandemic. As we adapted to our new conditions, staying inside for several weeks, advertisers also had to adapt to the unique situation. Between March 2020 and July 2021, hundreds of pandemic-themed ads were created, using messaging like “we’re all in this together” or “these are unprecedented times.” Now, more than five years after the initial lockdown, ads like these give researchers the opportunity to examine impression management strategies during times of crisis, and a new study out of UF does just that.

New Worlds of Journalism Study sheds light on the state of journalism around the world
The field of journalism is in a constant state of change, always adapting to new technologies and shifts in culture and public opinions. Since 2007, the Worlds of Journalism Study (WJS) has dedicated itself to tracking these changes by creating a comprehensive report on the state of journalism around the world, with the aim of keeping journalists informed on trends within the field. In October 2025, wave three of the Worlds of Journalism Study was published, with researchers from over 120 countries showcasing their findings.

Generative AI may help turn consumers into active collaborators and creators, study finds
In the advertising world, generative AI is transforming the way brands connect with consumers, turning audiences from passive viewers into active creators who can shape and personalize campaign content.