A systematic approach by which a public affairs unit measures and compares itself with higher performing units in order to generate knowledge leading to improved performance is referred to as

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Benchmarking is the process of comparing one’s performance with higher performing units in order to identify best practices and improve performance. This approach is systematic in nature and helps in generating knowledge for improved performance. Scanning and monitoring are tools for gathering information and do not necessarily lead to comparing performance with higher performing units. Recruiting is a separate function that involves hiring new personnel for the unit.

A Systematic Approach by Which a Public Affairs Unit Measures