It has been a whirlwind for the beginning of the new semester and academic year. We are entering Week 5, and I am still amazed with how fast time has flown by! I realized it has been a while since I have written a post, and I thought this was a good time to provide some thoughts on a topic I have been thinking about for quite awhile.
This is the first semester where I am a full Professor – and I am still getting used to it. I have been able to present and speak at several events since the semester started, which has been great!
One of the things I’ve always tried to do – and have done more so recently – is mentor and help other professors who are coming up in academia. Some reach out to me about guidance for the job market, and others about how they can formulate a research agenda. With each exchange and conversation, I am amazed about a few things. First, the emphasize on the quantity of research articles a doctoral student needs to have before they are considered for a tenure track position. Some have said that they have to have at least 10 articles – which in most places – would be enough for tenure.
What I have recommended to my fellow colleagues is not to focus on quantity of articles, but impact of the articles you have written.
Case in point: When I was on the job market and when I was brought on board to the University of Louisville, I had two articles to my name. That’s it! I had lots of international talks, professional presentations, and book chapters, but two research articles. One was on a psychology study, and the other focused on this little area called influencers.
The one I am talking about focused on exploring the personality traits of social media influencers, which was eventually published in Public Relations Review. This study was rejected by several journals and conferences before it was finally published. Back in 2011, the industry was talking about influencers – but academia? Still had a ways to go.
Fast forward to now – this first article has become a staple resource and reading for those who are studying and talking about influencers. I get notifications pretty much daily on new citations and statistics for this paper. From colleagues who have added influencer marketing or influencers as part of their research agenda, they said this paper is one you have to cite, which I am honored by.
It also has probably one of the longest streaks in PRR for being #1 for most downloaded for these past ten years. This point was shared by my good colleague Dan Laufer when I spoke to his colleagues in New Zealand during my sabbatical.
Also, this article passed a big milestone with having over 1000 citations to it. I have a long way to go to get to other researcher’s standards and goals for their work, but this shows the overall impact of the work we did nearly 10 years ago.
With that being said, there are many ways in which professors can make their work impactful and relevant for both the industry and the academic profession:
- Explore questions and issues industry professionals want answers to. I know this may be a cardinal sin for most researchers because I have been told at various conferences that professionals should “listen and learn” from academics on what key issues and trends are happening in the industry. Okay, that’s one approach to take, but it’s not the one I endorse.m This was a KEY element I first read from one of Glenn Bloom’s PR articles, and it has stuck with me for the past decade. I first read his work in my doctoral program at Tennessee, and this absolutely makes sense. We can all learn from each other and help better understand what is going on.
- Take an evidence based practice approach to your research. Understanding how your work can contribute both to academia and the profession is key. Evaluate what best practices have been done with the industry, previous studies, and your own experience and expertise.
- Be an explorer and advocate for new, unique, and unconventional ideas to contribute to the field. If I see one more study that looks at the same issue and thing in PR that has been discussed already for the past 30 years – I think I may go crazy! Rising scholars need to provide fresh ideas and be supported by this venture, not to be limited to studying an issue or area that has already been beaten to death in the academic field.
- Don’t be afraid to stand out and collect critics. Like all things – if you are able to stand out for your work, you will receive more praise than anything else, but you will also collect critics and people who want to put a target on your back. That’s what happens in life – so embrace it! Since I started this research agenda, I’ve had papers, publications, conference posters and panels, and other projects rejected because of the jealousy and politics otf others in the field. Two things to keep in mind here that have helped me work with these challenges. First, there’s a saying we used to say in track and field – if you want to do better, throw farther! That’s my advice to others – if you want to get the same prestige and accolades – then be dedicated to your work and make it happen. Everyone has the chance to do this, but it takes time and dedication. Second, my good friend and late colleague John Caccioppo said if one place doesn’t accept your work, go somewhere else! This advice has served me well in my career. You can’t please everybody!
Overall, I think it is necessary to not always look at how many articles or research papers someone has, but whether or not their work is making an actual impact. These are key performance indicators that need to be taken into consideration as we move forward as a profession and advise the future generation of scholars and professionals.
Let me know what you all think! Thanks and have a great day.
Best Wishes,
