The Public Interest Communication Research Laboratory (PIC Lab) is dedicated to conducting empirical research on strategic communication for the public interest. Lab members undertake quantitative and qualitative social science studies with prosocial outcomes.
Housed in the Media Innovation Center of the West Virginia University Reed School of Media and Communications, PIC Lab social and behavioral scientists and students work side-by-side with community partners to harness the power of science, strong communities, and strategic communication for positive change.
PIC Lab research uses mixed methods to investigate multiple types of media and mass communication in relation to various psychological, cognitive, affective, and behavioral outcomes with implications for serving public interest.
We translate insights into-real-world action through strong community partnerships and developing strategic communication initiatives that meet people where they are with the information they want and need coming from the people they trust.
Our lab is home to researchers with expertise in areas such as risk, crisis and disaster communication; public relations and public affairs; public communication ethics; nonprofit communication; media effects; mass communication theory; health communication; emerging technology and social, digital and mobile media; and advertising. We work to train leading undergraduate and graduate students to continue the legacy of pursuing social science for positive social change.
We use theory-driven, data-informed approaches to understand what people think, feel, and do. And we translate those insights into practical strategies that improve health, enhance public safety and security, strengthen community resilience, and advance the public good.
Using methods such as surveys, interviews, focus groups, message testing, social media listening, and several forms of collaborative community-engaged research, the PIC Lab works with partners and communities turn data into evidence-based communication strategies and meaningful action.
Our experts have published in leading academic journals; earned competitive research, teaching, and service awards from top communication associations; and have worked on interdisciplinary funded projects with partners such as the U.S. Centers for Disease Control and Prevention (CDC), U.S. Department of Homeland Security (DHS), U.S. Food and Drug Administration (FDA), National Institutes of Health (NIH), National Science Foundation (NSF), West Virginia Chapter of the American Academy of Pediatrics (AAP), West Virginia Center for Rural Health Development, West Virginia Department of Health, West Virginia Department of Human Services, West Virginia National Guard, and West Virginia State Medical Association, among others.
From understanding community needs to designing and evaluating communication interventions, we help translate collaborative research into programs, policies, and communication that create positive impact.