Global Communications Report 2017
USC Annenberg School for Communication and Journalism
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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
Will PR and Marketing Mix
Will PR and Marketing Mix
Will PR and Marketing Mix
Almost half of PR professionals and more than 60% of marketing executives be-
lieve that their two disciplines will become more closely aligned in the next ve
years.Some think PR will dominate. Others think it will be dominated.Perhaps
the reality is somewhere in between.
How this trend plays out may be the most critical issue facing the PR industry.
Currently 18% of corporate communications departments report into marketing.
If that number grows will their in uence decrease Currently, PR agencies report
into marketing 21% of the time. If that number grows will their bottom lines in-
crease
Recently, two major holding companies “bundled” their PR agencies with their
Advertising agencies to provide clients with a more integrated solution. Internal-
ly, some companies are restructuring their marketing functions to include public
relations. Will these changes expand or diminish the role of the PR professional
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