The report describes the average public relations department and suggests
that most departments do not have the potential for excellence. For
example, average departments:
• Have more knowledge of the press agentry and public information
models of public relations than of more sophisticated two-way
models
• Have extensive knowledge of technical communication functions and
of routine management functions such as managing people, developing
budgets, and setting goals.
• Have little knowledge of strategic management functions such as
evaluation research, environmental scanning and segmenting
publics.