What PR pros can learn from scientists: shared ethics, RPIE and the pursuit of truth
Posted on May. 24, 2025 / Professional Development / Subscribe 0
by Julie Kurth, MS, APR
Assistant Director of Marketing, ASU Knowledge Enterprise
If you’ve ever worked in a research institute or alongside scientists, you might think their world of peer-reviewed journals and lab coats has little in common with your work in public relations — but you’d be wrong.
After nearly 20 years working in a university setting, I’ve learned that PR professionals and scientists share more than just space on campus. We both depend on solid research, clear communication and deep accountability. We both follow methods. We both uphold ethics. And both fields rely on something even more important — public trust.
Shared foundations: Values and ethics
Whether you came from journalism or stepped right into a communication role, most PR pros believe the free flow of information is essential to democracy. We study what’s been tried before, adjust based on the situation and test new ideas to see what works. We track deadlines and check our results.
Scientists do the same. The PRSA Code of Ethics, like scientific norms, calls for honesty, fairness and transparency. Both professions operate with the public interest in mind. That shared foundation is why the RPIE process feels so familiar across these fields.
“PR and science both demand truth, accountability and a commitment to public good.”
Research: Learn what came before
In PR, we start with research. What do we already know? What’s worked before?
When I helped plan an anniversary campaign to build support for our organization, I studied our past, looked at impact data and reviewed how other groups handled milestones. That gave us a clear starting point and focused our planning.
Scientists do something similar. Before launching new experiments, they write review articles. These pieces explore what others have studied and where there’s room for new questions. They don’t guess — they build from past knowledge.
“Just like scientists, PR pros begin with research — not instinct.”
Planning: What are we trying to prove?
Scientists write hypotheses — guesses they try to prove false. Only when repeated results hold up do they start to trust their findings. They’re careful in making claims.
We should be too.
In PR, we write plans. We outline goals, set clear objectives and decide who we need to reach. We look at resources like staff, money and time. We think ahead about risks and results. Like scientists, we’re smart to stay grounded in what we can support with evidence.
“A plan based on facts earns more trust than one built on guesses.”
Implementation: Pitching and proposing
PR pros pitch campaigns to bosses or clients. Scientists pitch ideas to funders — often in long, detailed grant proposals. They list what they need: people, tools and time. Grants often total millions of dollars.
Why such detail? Because it creates trust. Funders know what to expect, and scientists stay accountable.
In our world, we do something similar. We stick to deadlines. We anticipate problems. We ask questions like: When is the event? What’s the value of this partnership? What if something goes wrong? Scientists ask: When is the grant due? Who can help me meet it? Where should I publish the results?
“Whether it’s a pitch or a proposal, both PR and science need clear goals and accountability.”
Evaluation: What did we learn?
After the work is done, both fields stop to ask: Did it work?
Scientists check if their data supports their ideas. We do post-campaign reports. We ask: Did we meet our goals? What would we change next time? Did we follow best practices? Where did we fall short?
It’s not just about results — it’s about what the results mean.
“Evaluation is where learning happens — and where we get better.”
PR as a form of discovery
Public relations is its own kind of science — driven by questions, shaped by data and built on trust.
Like scientists, we refine our plans, adjust based on results and take pride in honest work. The PRSA Code of Ethics reminds us that what we say, how we act and what we report should reflect care, accuracy and public interest.
The more we learn from our colleagues in science, the stronger our field becomes. Whether we’re writing a news release or planning a strategic initiative, we’re part of the same big goal — to discover, explain and serve.
About the Author
Julie Kurth, MS, APR, is assistant director of marketing in Strategic Marketing and Communications at Arizona State University’s Knowledge Enterprise. She is accredited in public relations and currently serves as president-elect of the PRSA Phoenix Chapter.
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