USC’s GAP V study wants to pick your brain

LOS ANGELES: The Strategic Public Relations Center at USC’s Annenberg School for Communication last week launched its fifth PR Generally Accepted Practices (GAP V)...

LOS ANGELES: The Strategic Public Relations Center at USC’s Annenberg School for Communication last week launched its fifth PR Generally Accepted Practices (GAP V) study, and is now asking senior-level communications execs to use their next solitaire or Blockbreaker break to log onto its e-questionnaire instead.

Since its introduction in 2002, USC's GAP study has steadily become one of the communications industry’s most reliable sources for information about PR budgeting, staff size and organization, the use of agencies, and perceptions of the profession, says Jerry Swerling, director of the Strategic PR Center. With GAP V, Swerling says, "We’re doing a lot of things to maximize participation," both online and off.

For the study to become an industry standard, however, participation is required from a strong representative sampling of Fortune 5000 companies -- the backbone of the economy -- as well as nonprofit organizations. "The more [that] participate, the better the data," Swerling notes.

So if you’re a senior-level communicator -- from a corporation, nonprofits, or government agency –- why not take 15-20 minutes and complete the online survey (access code E7777)? GAP V results will be announced in early March, then added to USC's PR Management DataSource, which compiles analyzed information collected through all GAP studies in a single database.


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