Public relations budgets are mostly up, measurement and evaluation are hot, social media have gone mainstream -- apparently at the expense of traditional product PR, and agency-of-record relationships are pretty much irrelevant, all according to the latest Generally Accepted Practices study by the USC Annenberg Strategic Communication and Public Relations Center.
The report also states that almost 60% of the respondents report to the C-suite, and two-thirds say PR/communications is responsible for social media participation. Internal communication and customer relations are growth areas, each up about 10% from two years ago. These and other comparisons to the results from two years ago can be informative.
To see the whole study, visit the Center's website. Thanks to Jerry Swerling of USC Annenberg for forwarding the executive summary.
