By Greg Hazley
The four major PR associations have signed on to support USC Annenberg’s biennial study of generally accepted practices for the PR industry.
Jerry Swerling, director of the school’s Strategic Communication and PR Center, said the participation of The Arthur W. Page Society, Institute for PR, International Association of Business Communicators, and PR Society of America, is the first time the groups have joined together to support and single research project.
The study, known by the acronym GAP, is conducted every two years across the PR sector to gauge trends, finances, and other data. It will likely benefit from increased participation by the tens of thousands of members of the four PR groups, which will urge members to respond to the upcoming seventh installment of the project.
“The bigger winner will be the profession,” said Swerling, who added that Page, IABC, IPR and PRSA participation will make the results more “reliable and projectable than that produced by any of its six predecessors.”
The GAP VII study is being fielded this month and closes in late November. Findings are slated to be release in the second quarter of 2012.
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