GAP VIII: Roles, Perceptions and Expectations of the COM/PR Function

Generally GAP Accepted Practices USC Annenberg Other Beliefs and Practices that Correlate with Beneficial Factors Mean (1-7) % Strongly Agree Successful Good External Reputation Innovative Flexible Democratic People-First Ethical Proactive Long-Term Strategic Aggressive Confident PRACTICES AND BELIEFS We are making increasing use of audience research Senior management is comfortable with (reduced) degree of control over messaging. There is a need for COM/PR pro's who can interpret data and use it to plan campaigns. We use social media to engage in conversations with members of the public COM/PR's responsibility is to develop and maintain org. voice across all channels. We are tracking and analyzing the conversations stakeholders are having among themselves. 4.01 18.90% XXXXXX 4.35 18.90% X X X X X 5.83 68.00% X 4.93 49.10% X X X X X 5.69 68.00% 3.98 22.90% ☑ X X X ☑ X X X XXX ☑ X X X X X Social media pervade every aspect of our business. 3.52 17.10% XXXX X X X 23 Strategic Communication and Public Relations Center

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