PR’s Hottest Trends, Practices and Perceptions

Key Findings From USC’s Seventh Generally Accepted Practices (GAP) Study

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Category: Measurement & ROI

It is not news that the public relations field is changing at lightning speed. The big question is, how can practitioners keep up with and manage all of that change? Learn how when you examine the results of the USC Annenberg Strategic Communication and Public Relations Center’s seventh Generally Accepted Practices (GAP) Study.

GAP is the most comprehensive and in-depth study of the public relations and strategic communication field. The results of GAP VII will help you understand and successfully deal with the profound shifts taking place within public relations’ roles and responsibilities, as well as management’s increasing expectations. It also will arm you with actionable data you can put to use on important issues, such as use and control of social media, budget size and allocation, evaluation methods, organizational structure, and many others.

More than 620 senior level professionals — a record number — participated in GAP VII, in large part because of support provided by PRSA and other professional organizations, including the Arthur W. Page Society, the Institute for Public Relations, and the International Association of Business Communicators (IABC). This unprecedented level of industry-wide support and the huge response it created means that you can rely on the GAP VII data when making the case for public relations to management. Also, do not forget that the USC Annenberg Strategic Communication and Public Relations Center makes all of the GAP data available for free to all practitioners, as a service to the profession.


Photo of Jerry Swerling

Swerling is an industry veteran of 40+ years, having served as a public relations educator, management consultant and senior agency executive.

Photo of Burghardt Tenderich

Prior to joining the USC faculty, Tenderich was executive director of the Center for Entrepreneurship & Technology at the University of California at Berkeley, where he lectured on technology innovation. He also is a founding partner of TnT Initiatives, LLC, a social media publishing and consulting firm focused on Web and health care-related technologies. He has 20 years of experience in marketing and communication in the information technology and Internet industries, both in the United States and Europe.

Photo of Kjerstin Thorson

Thorson's research explores the effects of digital and social media on political engagement, activism and persuasion. Recent research projects have investigated the video activism in response to California’s Proposition 8, the contributions of media use in shifting conceptions of politics among young adults and the impact of uncivil political blogging on emotions, partisan social identity and political participation.



Participants earn 1.0 APR Maintenance Credit for a webinar. Learn more about Accreditation maintenance.