USC's Annenberg launches PR database

LOS ANGELES: The Strategic PR Center at the University of Southern California Annenberg School for Communication has launched PR Management Datasource (PRMD) an online database meant to arm communications executives with essential PR management data.

LOS ANGELES: The Strategic PR Center at the University of Southern California Annenberg School for Communication has launched PR Management Datasource (PRMD) an online database meant to arm communications executives with essential PR management data.

Based on information collected via the Center's four PR Generally Accepted Practices (GAP) Studies, PRMD "fills an important informational void," said Jerry Swerling, director of PR studies at USC.

"There are two parts to being successful in the PR business: communications strategy, and management. Despite that, the management piece gets very little attention relative to the strategic," Swerling said. "What PRMD is all about is making PR professionals better managers."

Accessible free of charge at www.annenberg.usc.edu/sprc, PRMD provides searchable statistics on PR evaluation methods, budgeting, and staff size and structure, among other communications functions. The database will expand with the addition of information gathered in future GAP studies, beginning with GAP V this fall.

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