Leading in the Disciplines of the Future
New faculty member advances PR leadership research across C&IS
By J. Suzanne Horsley, Ph.D.
The Plank Center for Leadership in Public Relations is known internationally for its research in communication management. Now, a new faculty member in the Advertising and Public Relations Department (A+PR) will enhance the Center’s research efforts.
Martina Topić, Ph.D., previously on faculty at Leeds Beckett University in the United Kingdom, joined A+PR this fall as an associate professor. Originally from Croatia, Topić has gained global recognition as a researcher, editor and consultant on topics related to women and leadership in public relations. When she learned about the faculty opening at UA, she knew this would be an excellent opportunity to work alongside leaders in PR research in A+PR as well as the Plank Center.
“I have been following the work of the Plank Center and Dr. Karla Gower for many years,” she said. “In my opinion, it does not get better than Plank, and the fact that such an outstanding institution has been led by a great woman is amazing and motivates me further.”
Gower, the director of the Plank Center, said that one of the Center’s priorities is to produce more leadership research, as Bruce Berger, Ph.D., the Center’s founding director, did when he served on the board. The Center’s research committee currently administers two large-scale research projects: the Leadership Report Card and the North American Communication Monitor.
“Martina’s expertise will support the work of the Plank Center by coming up with calls for research proposals and supporting other scholars in leadership research, especially junior faculty and graduate students,” Gower said. “This will help Alabama and C&IS become better known for leadership research.”
In addition to developing topics for research proposals supported by Plank Center grants, Topić plans to coordinate special journal issues and assemble research teams.
“This is an outstanding role for me because this is where I excel,” Topić said. “I am obsessively organized, and I don't like doing one thing at a time. I always work on multiple projects and keep myself motivated and engaged, so this role will be very rewarding. Working at UA will be more than just a job. The whole A+PR department is also incredible, and I liked everyone at ‘hello.’”
Topić said she believes that one of the greatest issues in PR leadership today is a lack of recognition of diversity in all its forms: race, social class, gender and personal characteristics.
“These forms of diversity lead to a behavioral element in leadership that I am interested in,” she said. “I have been asking myself, who are the leaders who would foster diversity, and how do we empower those people? I aim to continue this research at UA and look further into women's leadership using a coaching and communities of practice approach.
“This will again have a behavioral element in a sense that I want to continue studying what kind of women lead PR teams and with what outcomes respective of their personal, behavioral and leadership characteristics and styles.”
Topić’s latest edited volume, Towards a New Understanding of Masculine Habitus and Women and Leadership in Public Relations, was published in September 2023 and is now available from Routledge.
C&IS Preparing to Launch New Undergraduate Program
By Jacob Crawford
C&IS’s School of Library and Information Studies (SLIS) is bringing its academic programs full circle with the proposed addition of a bachelor of science degree in informatics. By the fall of 2025, SLIS will have offerings at the bachelor’s, master’s and doctoral levels.
“Building an undergraduate degree at SLIS has been one of our college’s aspirational goals for years,” said Jamie Naidoo, Ph.D., director of SLIS. “The conversation of building a new program has popped up numerous times with several directors and individual faculty members working on various iterations, but the idea never solidified.”
The University of Alabama has a long, rich history of offering courses in library studies. In the beginnings of the program, the University offered courses in library studies at the undergraduate level, but the emphasis transitioned to master’s degrees with national changes in the library studies field and when the Alabama Senate authorized the establishment of UA’s master of library and information studies (MLIS) in 1969. The MLIS program is now the largest graduate program at UA with more than 360 students, the majority of whom are distance learners from across the nation.
The current environment, however, is ripe for the reintroduction of an undergraduate program. With a thriving MLIS program, a robust doctoral program and a dean experienced in establishing an information sciences curriculum, the college is now poised to offer both a major and minor in informatics, which examines the human side of information technology and is concerned with diverse user access to information systems.
Dean Brian Butler, who previously expanded an undergraduate information science program at the University of Maryland, championed the new program's inclusion in the college’s strategic planning. Initial discussions floated the idea of a focus on social justice informatics due to the MLIS program's emphasis on social justice.
“Originally, we talked about doing something related to social justice and informatics because of our heavy focus on social justice and DEI in the MLIS,” said Naidoo. “While social justice informatics could be a course, the faculty decided the degree could be more expansive and inclusive at the same time.”
The challenge then shifted to defining the program in a way that would not conflict with other UA departments, such as computer science in the College of Engineering or management information systems at Culverhouse College of Business. Ultimately, the focus shifted to the human aspect of technology. While computer science delves into algorithms and tech functionality, and business schools concentrate on profitability, there is a niche in understanding the human interaction with technology, emphasizing user design, accessibility, and the nuances of information consumption in the age of social media.
“We’re looking at how the technology is made, and we're also looking at how that influences the user,” said Naidoo. “It’s a degree program for students who are interested in working with people and technology; it's about taking a step back from the ‘how’ and asking ‘why.’”
The new program distinguishes itself in three key areas: the psychology of technology use, the ethics surrounding it, and its accessibility. The curriculum encourages students to understand the methods behind the technology. In a world inundated with information, students are taught discernment: identifying genuine information from falsehoods, as showcased by the widespread use and trust in platforms like Wikipedia.
The formal process of instituting the new program involves multiple steps. Initially, the concept was pitched to the UA Office of Institutional Effectiveness for recommendations. Following internal deliberations regarding the program's classification as a B.S. or a B.A., faculty brainstormed ideas, resources and support mechanisms. This proposal underwent several months of refining with the dean and committees before final submission.
With the first two undergraduate courses already being taught, the program is quickly taking shape, with Stephen Yates, Ph.D., associate dean of undergraduate studies, playing a pivotal role in its development.
The next steps involve finalizing syllabi by reviewing similar courses at other institutions, ensuring the program's unique position in the academic landscape. Although the path to the program's establishment is labor-intensive, its founding will mark a significant milestone in the University's academic journey and profoundly affect students' lives.
Within the next two years, this undergraduate program will be housed in the McLure building that is undergoing major renovations and expansions in anticipation of SLIS’s relocation from Gorgas Library in Summer 2025. McLure is located directly across University Boulevard from Reese Phifer Hall and will create a closer physical presence for C&IS’s academic programs.
“It’s a lot of work,” said Naidoo, “but it's meaningful work that will prepare the next generation to create tech platforms that connect with the end user’s needs and makes a difference in people's lives.”
While Naidoo and Yates have led planning for the proposed Informatics B.S., Naidoo is collaborating with Yates and John Burgess, Ph.D., the school’s new undergraduate coordinator, to plan the informatics minor. SLIS’s curriculum committee has been extremely instrumental in identifying the distinct courses, concepts, and overall skills needed to prepare students in the proposed major and minor. Naidoo hopes to welcome the school’s first batch of informatics undergraduate students by Fall 2025.
Beyond Sports Initiative: C&IS Leads the Next Generation of Sports Industry Research
By Jacob Crawford
Kenon Brown, Ph.D., and Andrew Billings, Ph.D., have long led the Alabama Program in Sports Communication (APSC) with a mission to make sports careers more accessible for students. They often invited industry insiders to provide insights, but as guests spoke, Brown saw repetitive advice.
“Students know what they need to do to work in sports,” said Brown. “They know they need internships, volunteer experience and loaded resumés, and they know that they're going to be up against hundreds, if not thousands, of applications. What [the APSC] didn't show was research and how that research is applicable to the industry.”
While the APSC's efforts were notable, it didn't showcase The University of Alabama's leadership in sports research. Recognizing this, Brown and Billings created a research-driven think tank to enhance the university's research reputation and strengthen industry ties.
C&IS Dean Brian Butler embraced their proposal. This fall, the APSC transitioned to the Beyond Sports Initiative, or BSI.
“The mission of the Beyond Sports Initiative is to provide data-driven insights that bridge the academic study of sports and the sports industry, with the goal of training the next generation of sports scholars and practitioners.”
The initiative aims to address urgent issues in sports and gaming, emphasizing that sports impact societal, cultural and economic narratives. Brown explained that sports are a societal microcosm.
BSI will focus on sport media literacy, sport technology, video gaming in sports, and fantasy sports and gambling.
Its 12-member board combines academia and industry: six scholars and six professionals who represent the initiative's focus areas, ensuring a blend of academic and practical insights. At press time, the board includes C&IS faculty Jihoon Kim, Ph.D., and Mike Little, and industry figures from Riot Games, NASCAR and USA Today.
“Our board needs to be reflective of the relationship between sport, academia and the sports industry,” said Brown. “The academics at the table have been weighing in on issues that could affect the sport industry, so having professionals on the board legitimizes and sheds new light on those conversations. It also shows that, as an institution, we're delivering on our goals.”
One BSI highlight is its emphasis on video gaming, a significant component of the global sports landscape. Gaming outpaces U.S. entertainment and sports sectors, with esports becoming a global pastime.
"I often liken esports to the NBA," Brown said. "In the U.S., the NBA ranks with other top leagues, but internationally, it's massive. Competitive gaming is big here, but internationally, it's a phenomenon."
Kenon Brown, Ph.D. and Andrew Billings, Ph.D. introduce the new Beyond Sports Initiative at the launch event this fall.
Kenon Brown, Ph.D. and Andrew Billings, Ph.D. introduce the new Beyond Sports Initiative at the launch event this fall.
However, BSI's four foci aren't permanent. Brown anticipates its direction will evolve with cultural shifts.
“Sports and culture influence each other,” explained Brown. “As our entertainment preferences evolve, so, too, does the entertainment we consume, affecting us and pushing us forward. Five years ago, gambling wasn't a major topic, but now it is.”
Though academic sports studies are valuable, translating research into industry insights is challenging, a sentiment prevalent in C&IS. As an institution, the aim is to prepare students for careers in journalism, PR, advertising, marketing and related research.
By bringing researchers and professionals together in future BSI research summits, Brown hopes to lead a series of conversations that elevate the industry while helping students, both undergraduate and graduate, connect with it. He said, “The summit feeds our work, and our work, in turn, will feed the next summit: From summit to questions, to research, to industry, and back around to summit.”
Brown concluded, "We, as academics, should not only advance theory but also address the industry's pressing questions. Engaging in open debates helps both sides gain deeper insights. And the winners in all of this? The students - who get hands-on research experience and an opportunity to work with the world’s top sports professionals."
Evolving Leadership: Navigating Change and Growth with the Online Master's in Communication Studies
By Jacob Crawford
Organizations operate strategically, adapting through various leadership styles that may emerge from any level — bottom, middle or top. The online Master's in Communication Studies with a specialization in organizational leadership, a 30-hour program offered by C&IS’s Department of Communication Studies and The University of Alabama Online, has become an incubator for leaders at any level of an organization.
"Leaders guide organizations," said Darrin Griffin, Ph.D., associate professor and chair of the communication studies department. "Organizations function through strategy and planning, and they adapt as things change. The study of leadership in organizations is understanding organizations and how communication within them works at all levels."
The Master's in Communication Studies proves its worth, adapting to meet the current needs of students. Originally an extension of the on-campus program, the online MA matured after the global COVID-19 pandemic. Instead of duplicating the existing on-campus program, which mainly targets young professionals pursuing academic careers, the communication studies department tailored the online MA for a different audience.
"Many of the students, numbering a little over 100, are mid-career professionals looking to earn a master's degree and advance their skills in organizational leadership to give themselves an edge in promotions both financially and organizationally," Griffin said.
He said the previous version of the program prepared students for doctoral work, but online program graduates aren't typically interested in continuing their education beyond a master’s. Last year, the department surveyed their online students, and the results were clear.
"Of the 25 who responded, none are pursuing Ph.D.s. None came straight from undergraduate programs. The average age was 35, and they were all trying to get promotions and expand their skill sets. That subsample, though small, represents the larger population. There might be students interested in pursuing a Ph.D., but they're not the majority."
Changing the program's audience means updating the coursework. While students study cases and share their experiences, the curriculum is tailored to their practical needs. Courses, such as Human Communication Theory, offer a foundation based on research, ensuring students have a thorough understanding. However, the teaching approach shifts for career-focused students, emphasizing "how" rather than deeply exploring "why."
"We're determining where the best theoretical and methodological connections are,” added Griffin. “One class is COM 550: Qualitative Research Methods. How do we offer a research methods class to working professionals? They're likely not using the same methods or practices they would in a master's thesis in communication studies, so we've adjusted the curriculum."
Other classes introduce graduate studies, outlining practices, expectations and study methods. A capstone seminar replaces the comprehensive exams that on-campus students take.
When asked about the program's history, Griffin emphasized the present: "What's changed in online education? A lot. But one shift I've observed is in the student demographic."
Like effective organizational leaders, the faculty behind the MA's specialization in organizational leadership are observant and thoughtful. Because of them, the program has been built to embrace change, knowing that without it, there is no growth. And, as Griffin notes, growth is crucial to any organization.
Share your knowledge!
Do you have expertise in one of our program areas that you would like to share with our students? Volunteer as a guest speaker for classes, programs or student organizations by contacting us at UACCIS@ua.edu.
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