LOS ANGELES—The Strategic Public Relations Center at USC’s Annenberg School for Communication has launched a free online database aimed at providing communications executives with data on critical PR management issues such as budgeting, determining the optimal size and structure of communications organizations, methods of evaluation, and specific functions for which in-house PR organizations are typically responsible.
The PR Management Datasource, or PRMD, consists of all the information the Strategic PR Center has gathered through the four PR Generally Accepted Practices Studies conducted in recent years.
PRMD will to fill an important informational void, according to Jerry Swerling, director of PR studies. “Communications executives generally lack comparative data they can rely on when making important decisions about managing their organizations and planning for the future.The PRMD database solves the access problem, and its content will become richer and more comprehensive as we add data from future GAP studies, starting with GAP V this fall.”
PRMD can be accessed, at no cost, at www.annenberg.usc.edu/sprc.