Generally Accepted Practices Study - Australian Findings
The Communication and Public Relations Generally Accepted Practices study, The GAP Study, as it is known for short, has been conducted biennially in the United States since 2002 and provides the most comprehensive analysis of the public relations and communication industry.
In 2014, the study was extended to a number of other countries with the support of the Global Alliance for Public Relations and Communication Management including Australia in partnership with the Public Relations Institute of Australia (PRIA).
While noting that the findings of this survey cannot be generalised as representative of the Australian public relations and communication management sector because of the low response rate, the following insights were provided by the 2014 GAP Study Australia.
- PR/Communication practitioners strongly believe that their departments are well-coordinated and integrated into the operations of their organisation, that their recommendations are taken seriously and even that they are recognised as contributing to the value of stock in public companies.
- Measurement and evaluation are still mostly undertaken using internally developed methods or consultancy tools, with less than one third of practitioners using methods recommended by professional organisations.
- Practitioners are cautious and even slightly pessimistic about budgets for PR and communication, with almost half reporting similar levels in 2014 compared with 2013 and 41% saying that their budget had declined up to 10% or more.
- Social media is a major focus for PR and communication practitioners. The social media rated most important are Twitter, Facebook, YouTube, and LinkedIn.
- Newspapers, print magazines, television and radio were rated as continuing high priorities for PR and corporate/organisation communication.
- Spending with external agencies/consultancies is expected to remain stable at around 12% of annual PR/communication budgets in corporations and organisations.
Download Generally Accepted Practices Study - Australian Findings.
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Last Updated: Wed, Jul 09 2014