Associate Professor Richard Waters is a prolific, forward-thinking researcher and educator in the fields of communications and public relations, as well as a highly active consultant to Fortune 500 companies and Philanthropy 400 nonprofit organizations. Teaching courses in organizational communication, fundraising for nonprofits, marketing for nonprofits, digital marketing/communications and quantitative methods, Professor Waters draws from his expertise in public relations, fundraising, marketing, campaigns, analytics and social media - giving students a comprehensive introduction to effective communication strategy, execution and analysis.
Driven by his own desire to help those most in need, Dr. Waters firmly believes in guiding his students towards careers that are deeply committed to supporting social justice initiatives.
Dr. Waters’s research explores such varied topics as LGBT issues in strategic communication, relationship management theory with emphasis on the nonprofit-donor relationship, the ethics of fundraising, and effective use of social media in the classroom. He has authored multiple books and his articles have been published in a number of esteemed professional journals including the Journal of Public Relations Research, Public Relations Review, and Nonprofit and Voluntary Sector
Ph.D., Mass Communications, University of Florida, Gainesville, FL, 2007
M.S., Public Relations, Syracuse University, Syracuse, NY, 2000
A.B.J., Public Relations (Minor in Political Science), University of Georgia, Athens, GA, 1998
The following list is a selection of recent publications and does not represent the entire body of research.
Coming out of the closet: Exploring LGBT issues in strategic communication with theory and research, New York: Peter Lang, 2013 (with Natalie T. J. Tindall)
"Virtual stewardship in the age of new media: Have nonprofit organizations moved beyond Web 1.0 strategies?," International Journal of Nonprofit and Voluntary Sector Marketing, vol. 18, Issue 3, 2013 (With K. L. Fenley)
"Tracing the impact of media relations and television coverage on U.S. charitable relief fundraising: An application of agenda-setting theory across three natural disasters," Journal of Public Relations Research, vol. 25, Issue 4, 2013
"Improving volunteer retention efforts in public library systems: How communication and inclusion impact female and male volunteers differently," International Journal of Nonprofit and Voluntary Sector Marketing, Vol. 17, Issue 2, 2012 (With D. S. Bortree)
Honors and Awards
Outstanding Paper of the Year Award, Corporate Communications: An International Journal, 2012
Outstanding Research Award, USF School of Management, 2012
Associate Editor, Case Studies in Strategic Communication
Editorial Review Board, Journal of Public Relations Research
Editorial Review Board, Journal of Nonprofit and Public Sector Marketing
Editorial Review Board, PRism