Global Communications Report 2017 USC Annenberg School for Communication and Journalism OUR PARTNERS & a special ank You to Penny Sometimes research creates more questions than it answers, especially when the topic being researched is in a state of change. When we embarked on the 2017 Global Communications Study the Ad- visory Board of the USC Center for Public Relations wanted to clearly dee ne the role of the PR profession and its value to business and soci- ety.As one member put it,“to nally put a stake in the ground about who we are and what we do.” We didn’t reach that ground. But we took some important steps in the right direction by identifying the critical issues shaping the future of one of the world’s most dynamic and possibly misunderstood professions. -Fred Cook, Director, USC Center for Public Relations Introduction 蘘 Will PR and Marketing Mix Will PR and Marketing Mix Will PR and Marketing Mix
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