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Corporate public relations budgets are mostly up, and the scope of the profession is experiencing growth in areas such as internal communication, customer relations and social media.
These are some of the findings of a new study published by the USC Annenberg Strategic Communication and Public Relations Center.
GAP VII, the seventh biennial Generally Accepted Best Practices for Public Relations, shows some of the most significant findings in the area of measurement and evaluation: On average, corporations now spend 9 percent of their total PR budget on research-related activities, a sharp incline from 4 percent in the previous GAP study. This pronounced rise speaks to widespread adoption of social media monitoring tools and increasing use of primary research in program planning and evaluation....
