Dr. Bruce K. Berger

 

Dr. Bruce K. Berger is a professor emeritus of Advertising & Public Relations in the College of Communication and Information Sciences at the University of Alabama. In addition to being the Founding Director of The Plank Center for Leadership in Public Relations, he serves as its Research Director.

Before entering academia, Bruce was a PR professional and executive for 20 years. He worked at the (then) Upjohn Company, a pharmaceutical research and manufacturing company, serving as manager of Public Affairs, based in Brussels, Belgium, and subsequently as director of Worldwide Human Health Public Relations. In 1989, he became corporate Vice President of Corporate Affairs for Whirlpool Corp. and president of the Whirlpool Foundation.

Bruce is a trustee of the Institute for Public Relations and received its Pathfinder Award for career contributions to scholarly public relations research in 2012. He is also a member of the Arthur W. Page Society, the Public Relations Society of America, the International Communication Association, the National Communication Association, and the Association for Education in Journalism and Mass Communication. He also serves on several editorial review boards for academic journals.

Bruce’s research encompasses public relations leadership, employee communications and public policy influence. He currently is leading a team of researchers in a cross cultural study of leadership in public relations and communication management conducted by the Center and co-sponsored by IBM and Heyman Associates.

“His research garners acclaim both in the academy and in the profession, and that is an accomplishment that very few can rightfully claim,” said Dr. Joe Phelps, chair of the advertising and public relations department.

Bruce earned his Ph.D. in Communication from the University of Kentucky.

Click here for Bruce’s video series on leadership in public relations.

 

 

Our Mission

The Plank Center’s mission is to help develop and recognize outstanding diverse public relations leaders, role models and mentors to advance ethical public relations in an evolving, global society. The Center works to achieve its mission by:

Advancing knowledge of leadership values and skills in the profession;

Supporting research, teaching, service, and professional educational efforts that help develop diverse, responsible and trustworthy leaders;

Bridging the interests and vision of the practice and education; and

Collaborating with other groups and associations to nurture the ethical and effective practice of public relations.