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

Generally GAP Accepted Practices Excellence and Best Practices: USC Annenberg Most Importantly, Embrace Change; The Transition from Old School to New School is Gaining Speed Old School Perspective limited by experience, • training • Lacks C-Suite access • Communicates, doesn't formulate, policy • Is non-integrated, silo'd • Doesn't seriously measure • Emphasizes tactics over strategy Uses agencies primarily for arms and legs • Is satisfied with limited role • • . New School Constantly seeks, evaluates and adopts. beneficial practices, characteristics Embraces full potential of social media - not shiny objects Uses the best of available measurement tools, and pushes for better ones Has C-Suite access Formulates and communicates policy Champions integration/collaboration Has strong business, organizational and professional skills Emphasizes strategy over tactics Recognizes and seeks to achieve the discipline's full potential 82 Strategic Communication and Public Relations Center

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