GAP VIII: Roles, Perceptions and Expectations of the COM/PR Function
GAP Generally
Accepted Practices
USC Annenberg
Excellence and Best Practices: The Communication Leadership Cycle: A
Hypothetical Model for Optimizing the Function
An attempt to create a hypothetical five-factor cyclical model linking practices associated with
positive outcomes in a logical way.
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Hypothesis 1: Factor 1 is the optimal entry point, but will vary by situation.
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Hypothesis 2: The Factors follow a logical pattern or sequence.
Factor 1: Given that when the PR/communication function has access to the C-Suite, it is in a
stronger position to help define the overall business strategy, identity and core values of the
organization: Earn (through results) meaningful access to the C-Suite.
Factor 2: Given that (1) when PR/Communication has C-Suite access it is in a stronger
position to help define the overall business strategy, identity and core values of the
organization, and (2) enhanced integration and collaboration are associated with enhanced.
internal influence for PR/Communication: Champion internal integration and collaboration,
with the PR/Communication function showing the way.
Factor 3: Given that enhanced internal influence for PR/Communication will enhance its
ability to affect organizational policy and behavior: Have, or obtain, the organizational,
business and professional skills necessary to use that influence wisely and effectively.
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