What is the ‘PURPOSE DRIVEN COMM LAB’?

The PURPOSE DRIVEN COMM LAB serves as a collaborative hub for researchers, students, and practitioners who seek to understand and promote responsibility in branding and communication. The Lab explores how brands—corporate, nonprofit, or public—can act as ethical and socially responsive agents, and how audiences interpret those actions. By connecting scholarship, classroom learning, and real-world campaigns, the Lab increases awareness of responsible communication practices and amplifies Murrow’s impact on the broader community and industry.

Areas of Focus

The Purpose Driven Comm Lab brings together a dynamic team of faculty, students, and industry leaders to expand our understanding and promote effective communication with the public. From the success of the Murrow Lab’s scholarship, faculty, students, and industry leaders collaborate using a variety of research methods to focus on groundbreaking research in advertising effects, public perceptions, and message campaigns. Our projects examine the psychological effects of media and how brands’ responsibility and community leaders can better connect with audiences to promote decision-making. Our areas of focus and methods include:

• Corporate Social Responsibility
• Advertising
• Public Service Announcements
• Media Planning & Message Campaigns
• Survey and Experimental Design
• Focus Groups and Interviews
• Virtual Reality and Media Engagement