GAP Analysis for the PR Industry

Now that the PR industry has redefined itself after a high-profile, crowdsourced identity exercise conducted by PRSA, PR practitioners can turn their attention to other changes in their world. The USC Annenberg Strategic Communication and Public Relations Center has published its seventh biennial Communication and Public Relations Generally Accepted Practices (Gap VII) study. Among the key findings: budgets are up from the previous study; there’s an increased focus on measurement and evaluation; social media has become mainstream; and the field is expanding to include new functions, including customer relations. The study was conducted in cooperation with PRSA, the Arthur W. Page Society, the Institute for Public Relations (IPR) and the International Association of Business Communicators (IABC).

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