How do the best PR departments operate? The authors of the USC-Annenberg study of PR departments compiled a list of 13 best practices among the more than 500 PR departments that responded to their survey:
- Maintain a higher than average ratio of PR budget to gross revenue.
- Report directly and exclusively to the C-Suite.
- Optimize the C-Suite’s understanding of PR’s current and potential contributions to the success of the organization as a whole.
- Establish an effective social responsibility strategy for your organization.
- Establish an effective digital-media strategy for your organization.
- Establish an effective issues-management strategy for your organization.
- Optimize integration and coordination within the PR/Communications function, and between it and other organizational functions.
- Encourage highly ethical practices across the organization, beginning with communication.
- Encourage the organization-wide adoption of a long-term strategic point of view, beginning with communication.
- Encourage the organization-wide adoption of a proactive mindset, beginning with communication.
- Encourage the organization-wide adoption of a flexible mindset, beginning with communication.
- Optimize the integration of PR and reputational considerations into top-level organizational strategies.
- Measurably contribute to organizational success.
