Strategic Communication and Public Relations Center
ADVANCING THE STUDY, PRACTICE AND VALUE OF PUBLIC RELATIONS
The USC Annenberg Strategic Communication and Public Relations Center (SCPRC) plays a leading role in the continuing evolution and expansion of the public relations profession. Created by the Public Relations Studies Program of The USC Annenberg School for Communication, the Center is one of the most ambitious efforts to date by a major American university to bridge the substantial gap between the public relations profession and the academic community that studies it.
The Generally Accepted Practices (GAP) survey provides practitioners with practical information they can use to better manage the communication functions in their organizations; identifies best practices against which they can benchmark their own organizations; and pinpoints trends to be aware of as they plan for tomorrow . In particular, the GAP study provides industry data on budgets, resource allocation, agency relationships, use of social media, reporting relationships and areas of responsibility.