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NOTE: GAP V PRMD data will not be available until fall 2008.

One of the primary goals of the USC Annenberg Strategic Public Relations Center is to develop, and make readily available to the profession, data of practical use to senior communications decision-makers in a wide variety of organizational settings.  

Too often communications executives lack benchmarking and comparative data they can rely on when addressing such mission critical challenges as budgeting, determining the optimal size and structure of their organizations, making the case for adding new capabilities, etc.

To fill that informational void, the Strategic PR Center has created the Public Relations Management DataSource (PRMD). The PRMD is an easy to access, master database consisting of all the information gathered through the four PR Generally Accepted Practice (GAP) Studies conducted to date. (To see a breakdown of the GAP data on which PRMD’s response to your query is based, click on Data Breakdown.)

Some tips on using PRMD: 

• » Try not to make your search too narrow. For example, under Question 2 (Gross Revenue), check multiple revenue categories that both include and bracket your own. If your search is too narrow, you may get a “No matches found” response.
• » If you want to change your search criteria just hit the “Back” button on your browser.
• » Recognize that:
  • The data have been collected over a five-year period, meaning that information from some respondents, to some questions, may no longer be current. Nonetheless, the authors are confident that the cumulative data in any distinct category are valid, especially from a directional standpoint.
  • PRMD is a “work in progress” that will improve as data from future GAP studies are added.

PRMD is a free service of the Strategic Public Relations Center. Your comments and suggestions would be most welcome, as would your financial support. In either case write to SPRC director Jerry Swerling: swerling@usc.edu.

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