MISSION

The mission of the USC Annenberg Strategic Public Relations Center (SPRC) is to advance the study, practice and value of the Public Relations profession by conducting practical, applied research in partnership with other visionary organizations.  

GOALS

1. Serve as a laboratory for the public relations profession, foster innovation, and establish “best practices”  and benchmarks in a wide variety of critical areas.
2. Further define the expanded, dynamic role to be played by public relations in an environment of increasing transparency, technology-enabled communication, changing societal norms, stakeholder fragmentation, increasing global communication, and proliferating special interests.
3. Demonstrate, to its key stakeholders, the contributions made by public relations to the "value chains" of organizations of all types.
4. Elevate the professional skills of public relations practitioners.
5. Advance the dialogue within the profession regarding the relative effectiveness and adoption of various methodologies for program evaluation.
6. Bridge the gap between the academic study of public relations and communications theory on the one hand, and the public relations function as it is actually practiced in the "real world," on the other.
7. Support the dismantling of the organizational barriers that tend to isolate the public relations function from other disciplines, to the detriment of the entire organization.
8. Develop an approach to, and curriculum for, the study of public relations that reflects the profession’s evolving needs.