Responsibilities 2002-2011, Private Companies $2.

5 Billion +
GAP 2002 GAP 2004 GAP 2009 GAP 2011

Percent Change 2009 2011

Multimedia Production
Search engine optimization
Advertising - product
Customer relations
Social media monitoring
Issues management

NA
NA
17.6%
NA
NA
70.6%

NA
NA
10.0%
NA
NA
60.0%

NA
4.5%
9.1%
4.5%
54.5%
50.0%

39.3%
35.7%
21.4%
7.1%
75.0%
67.9%

693.3%
135.2%
57.8%
37.6%
35.8%

Employee/Internal communications

NA

80.0%

68.2%

82.1%

20.4%

Executive communications

82.4%

80.0%

72.7%

85.7%

17.9%

Corporate image (logo usage, etc)

NA

NA

50.0%

57.1%

14.2%

Participation in social media

Corporate
communication/reputation (other
than advertising)
Corporate intranet
Crisis management
Public affairs
Corporate external website
Marketing PR/Product PR
Corporate governance/standards
Investor relations
Philanthropy
Community relations
Corporate ethics
CSR
Lobbying
Other
Government relations

NA

NA

54.5%

60.7%

11.4%

81.0%

90.0%

81.8%

89.3%

9.2%

NA
88.2%
47.1%
70.6%
82.4%
NA
23.5%
41.2%
64.7%
11.8%
NA
NA
NA
NA

50.0%
80.0%
70.0%
40.0%
50.0%
0.0%
20.0%
50.0%
60.0%
NA
NA
NA
NA
NA

59.1%
63.6%
36.4%
59.1%
59.1%
9.1%
9.1%
54.5%
72.7%
18.2%
54.5%
18.2%
18.2%
27.3%

64.3%
67.9%
35.7%
57.1%
57.1%
7.1%
7.1%
35.7%
42.9%
10.7%
28.6%
7.1%
7.1%
7.1%

8.8%
6.8%
-1.9%
-3.4%
-3.4%
-22.0%
-22.0%
-34.5%
-41.0%
-41.2%
-47.5%
-61.0%
-61.0%
-74.0%

USC Annenberg, GAP VII