GAP VIII: Roles, Perceptions and Expectations of the COM/PR Function
21
Generally
GAP Accepted Practices
USC Annenberg
Role in Defining Identity, Values, Business Strategy, etc:
The Belief/Adoption Gap (Aspirational Rather than Actual)
% ADOPTION (YES)
% STRONGLY AGREE (6-7)
PR/COM should play a key role in defining identity and core values.
40.1%
PR/COM should play a key role in assuring adherence to identity and core values.
82%
54%
PR/COM's primary role is to serve as an advocate in support of organizational goals.
PR/COM should play a key role in defining overall business strategy.
13%
45%
95%
65%
PR/COM's primary role is to serve as mediator between the org. and its stakeholders.
78%
Higher scores for
Adoption than
Agreement may
indicate disagreement
with terminology, i.e.
"We have adopted this
practice but I don't see
it as our 'primary' role.".
70%
30%
PR/COM's primary role is to formulate, rather than to communicate, policy.
81%
75%
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