By Laura Nelson
More than 100 representatives from the public relations field came to USC Annenberg this week to hear and discuss the findings of a comprehensive study on the status of their industry.
The Generally Accepted Practices (GAP VII) study is the largest and most comprehensive study of the most senior communicators in public and private corporations, government agencies and non-profits in the United States.
Findings from 620 senior communicators provide public relations employees with information they can use to manage their communication functions, measures of best practices that can be used as a point of comparison, and trends to pay attention to for future plans and goals.
At a private reception before the 22nd Annual Kenneth Owler Smith Symposium, public relations and communication employees discussed the importance of the study and USC Annenberg's research on their work in the field.
"A lot of great communicators have come out of this school," said Steve Roth, the president-elect of the Public Relations Society of America. "It's one of the leading intellectual centers for communication and public relations in the country."
Roth said the results of the GAP study will help him decide the best practices and policies for his work in public relations for the following year.
"It's what we base our work in 2012 and beyond on," Roth said. "I'm glad we're able to connect to such important research."
Warner Boutin, on the board of PRSA-LA, said he will use the study as a way to understand what happens on the public relations side of the communications industry. Boutin works in sales for BusinessWire and works frequently with PR representatives.
"This study gives me a better understanding of the people I meet and work with," Boutin said. "I always look to Annenberg as a source for information that helps me better know my industry."
The caliber of students and research coming from USC Annenberg strengthen and improve the field, said Bob Gold (M.A. Public Relations '80), the president of Bob Gold & Associates, an integrated communications and marketing company.
"Alumni of Annenberg are a growing population that have an impact on governmental, non-profit and corporate communication," Gold said.
Gold cited the theories and studies produced by USC Annenberg, as well as the level of career exposure and quality of speakers the school can bring.
"There is not one agency in this city that would not immediately respond to Annenberg with a willingness to help on anything they need," Gold said. "That speaks volumes."
