Best Practices of PR Departments

Last Updated Jun 6, 2008 10:00 AM EDT

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:
  1. Maintain a higher than average ratio of PR budget to gross revenue.
  2. Report directly and exclusively to the C-Suite.
  3. Optimize the C-Suite's understanding of PR's current and potential contributions to the success of the organization as a whole.
  4. Establish an effective social responsibility strategy for your organization.
  5. Establish an effective digital-media strategy for your organization.
  6. Establish an effective issues-management strategy for your organization.
  7. Optimize integration and coordination within the PR/Communications function, and between it and other organizational functions.
  8. Encourage highly ethical practices across the organization, beginning with communication.
  9. Encourage the organization-wide adoption of a long-term strategic point of view, beginning with communication.
  10. Encourage the organization-wide adoption of a proactive mindset, beginning with communication.
  11. Encourage the organization-wide adoption of a flexible mindset, beginning with communication.
  12. Optimize the integration of PR and reputational considerations into top-level organizational strategies.
  13. Measurably contribute to organizational success.
  • Jon Greer

    Jon Greer has been analyzing media and PR for more than 25 years. He's been a journalist and a PR executive, and has been a featured speaker for many years at the Bulldog Reporter Media Relations Summit, and served as Bulldog's Editorial Director for their PR University series of weekly how-to audio conferences.

    Jon provides PR services including media relations and freelance writing to clients including start-ups, law firms, corporations, investment banks and venture capital firms. In addition, Jon provides spokesperson training. Learn more about Jon's training programs at The Media Bridge.