Measurement now getting 9% of Corporate PR Budgets

A new study reports that research budgets are up, organizations increasingly evaluate outcomes instead of outputs, and the way companies measure PR is related to indicators of success. USC Annenberg’s Generally Accepted Practices (GAP) for Public Relations study. In its seventh iteration this year, GAP VII is the largest and most comprehensive study to date of senior-level PR/communication practitioners in the United States. The study was funded with IPR as research partner and in cooperation with PRSA, IABC and the Arthur Page Society. Read the details here.

Picture is of Burghardt Tenderich, Ph.D., Associate Professor and Associate Director of the Strategic Communication & Public Relations Center, USC Annenberg School for Communication & Journalism, co author of the report.