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

31 3 2 1 Generally GAP Accepted Practices USC Annenberg The Benefits of Integration/Coordination Between COM/PR and Marketing от 5 4 7 ■Unintegrated department Integrated department 5.94 5.97 6 5.84 5.74 5.66 4.19 5.01 3.97 3.63 5.51 0 Good external reputation Successful Recommendations taken seriously Role in strategic planning Contributes to financial success Strategic Communication and Public Relations Center Organizations where the COM/PR function is better integrated and coordinated with Marketing 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.

View entire presentation