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

Generally GAP Accepted Practices USC Annenberg Measurement and Evaluation: Core (4.0+) and Top Ten Tools CORE (4.0+) Influence on Reputation 5.01 Total Circulation NON-CORE 3.98 Social or Online Media Metrics 4.87 Relevance to Stakeholders 3.93 Content Analysis of Clips 3.86 Total Number of Clips Total Impressions 4.65 Share of Discussion 4.35 Knowledge Levels Among Stakeholders 3.65 4.3 Return on Investment 3.62 ■ Social metrics ascending, ad equivalencies disappearing ■ As in all prior GAPS the most frequently used metric barely exceeds 5.0. Implications of the continued lack of faith in available tools? · 70 Strategic Communication and Public Relations Center = 1 Don't use; 7-Use significantly

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