GAP VIII: Roles, Perceptions and Expectations of the COM/PR Function
GAP Generally
Accepted Practices
USC Annenberg
Excellence and Best Practices: Insights for Success
Measurement: use it to enhance PR/Communication's internal
position of strength:
.
•
Adopt a rigorous approach to strategic planning tied to business
goals/strategies, data, etc; objectively assess sacred cows.
Focus on measurable objectives tied to business strategy and goals;
measure business outcomes rather than communication outputs.
Use the best available, most credible measurement tools.
Media environment:
•
•
Recognize that the traditional mass media relations model is no longer
the overriding priority.
Embrace a two-way engagement model of communication.
Assess the usefulness of specific platforms based on strategy and data
rather than buzz or popularity
Agency relationships: Focus on strategic and creative ROI rather
tactical execution and/or arms and legs alone.
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