GAP VIII: Roles, Perceptions and Expectations of the COM/PR Function
Generally
GAP Accepted Practices
GAP VIII: Sample, Methodology, Etc.
USC Annenberg
More content re. role of the function in culture, values, strategy, etc.
More emphasis on large (vs. very small) organizations
Believed to be the largest and most comprehensive ongoing study of senior-
level PR/Comm practitioners in the US
Sampled from combined, multiple lists of senior-level practitioners
•
Each received multiple invitations to participate
Tightly screened for status, level of responsibility, etc.
Online survey, Q4 2013; 1000+ responses; 347 qualified participants
Believed to be representative of the broad population of senior practitioners.
Note 1: Direct Y/Y comparisons may be problematic due to changes in sample.
Nonetheless, cumulative findings are generally consistent and compelling,
particularly with regard to the relationships between specific practices and
beliefs, and specific successful outcomes.
Note 2: While correlation does not prove causality consistent patterns across
multiple studies are highly compelling and should not be dismissed.
Note 3: To be deemed statistically valid, combinations of variables were tested
to achieve a strength (coefficient, or r² ) having a degree of significance
(probability, or p) of .05 or greater.
For more information email [email protected].
Strategic Communication and Public Relations Center
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