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

30 7.00 6.00 5.00 4.00 3.00 2.00 1.00 Generally GAP Accepted Practices USC Annenberg The Benefits of Integration/Coordination Among COM/PR Functions 5.41 5.83 5.66 5.73 5.45 0.00 Good external reputation Successful 5.13 3.13 3.20 2.79 Recommendations taken seriously ■Unintegrated 5.42 Organizations where the COM/PR functions are better integrated and coordinated are much more likely to score high on internal success factors, suggesting that the function has a more valued role internally. BUT, such integrated organizations are no more likely than unintegrated to score high on external success factors, suggesting that such integration does not, in itself, make a difference re. reputation, etc. Role is strategic planning Contributes to financial success Integrated Strategic Communication and Public Relations Center

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