The authors developed a methodology for assessing communication management in organizations, based on the Balanced Scorecard concept. Using a balanced scorecard as a quality tool, also improves the interaction between managers and communication experts when it comes to communication. In this book, we have developed a balanced scorecard for communication management.


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Although the use of them is fairly well known in the industry, seldom has any research been done to determine their ultimate or, even, their preliminary value to an organization. Yet organizations continue to spend many dollars on them, hoping they will improve the way communication is conducted within and for the organization.

Bottom line, what this study has begun to show is the bottom line orientation of communication audits. A work in progress that seems destined to grow ever more important in the not so distant future. Journal of Marketing Communication. This paper examines the academic and practitioner-based literature and research on programme evaluation and it detects different priorities and approaches that may partly explain why the debate on acceptable and agreed evaluation methods continues.

Thoughts on Recent Developments in Communication Evaluation and Measurement

It analyses those differences and proposes a research agenda to bridge the gap and move the debate forward. Emerging international standards for measurement and evaluation of public relations: A new momentum started with the Barcelona Declaration of Measurement Principles in In , the group expanded to 11 professional associations which worked in collaboration with advertising and media organizations and companies representing employer perspectives to publish a number of definitions and standards for measurement and evaluation in and Concurrently, there have been renewed debates about measurement concepts such as Return on Investment ROI.

This paper welcomes and commends initiatives taken, but presents a critical analysis that reveals continuing gaps and problematic issues to address in the latest efforts to measure the value of PR and a substantial gap between theory and practice. An approach to connect PR and corporate communication to organization and business outcomes.

People keep on sinning, however, and PR people continue not to do evaluation research.

Most importantly of all, PR outcomes are rarely linked to desired organization or business outcomes. In the current global discussion of standards for PR evaluation, fresh attention has been turned to supporting organization and business outcomes, but PR evaluation literature still does not have much to say about how this can be done. This paper presents a logic model approach with a particular twist that has been shown to have some success in identifying and explaining the ultimate value of PR and which, therefore, may make a useful contribution to bridging the gap between communication outcomes and organization and business outcomes.

The Inception of PR Evaluation and Measurement in Europe | Institute for Public Relations

Measuring Corporate Communication Strategic Management. Conference On Corporate Communication Sets of recommendations like Barcelona Principles aim to establish it. The following paper analyzes perceptions of CC measurement strategies employed by communication experts. The previous studies and review of literature lead to the hypothesis of the difference between the perception of CC and the way CC is measured and reported within the organizations.

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This study is based on an expert survey among senior communication experts conducted internationally. The data is analyzed statistically to find the measurement strategies within the organizations. It would include also a measurement framework closer to the business objective and ROI. The experts participating in the survey clearly indicate the need for strategic management of corporate communication.


  • The Inception of PR Evaluation and Measurement in Europe.
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    • A 15 year systematic review. Compliance was least with principle 3 using a rigorous design and principle 6 linking to organizational goals. Evaluation was found not to be integrated, adopted widely or rigorously in these organizations.

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    Research Journal of the Institute for Public Relations. Fully a quarter of our sample fit this category. This rate of standardization seems quite remarkable given that the standardization movement got underway relatively recently.


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      • If this result holds up in future studies, it suggests that the call for standardization has had a quite powerful impact on the day to day practice of the profession, perhaps because measurement standardization resonates with a broader shift within organizations of many kinds toward at least an interest in data-driven decision-making. That said, we cannot rule out the possibility that at least some of the reported standardization is the result of a social desirability bias in responding to the question.

      Evidence for this possibility can be found in our analyses of how standardizers measure.

      The standardizing group is characterized by more measurement of all kinds. Across Europe, only an alarming minority of the surveyed practitioners report high competencies when it comes to calculating reputation or brand value Precisely these skills are however necessary if practitioners attempt to prove the success of their communication activities. In contrast, the highest skill level is stated for compiling and interpreting data Furthermore, PR practitioners report solid skills in the field of traditional social science research methods such as performing content analyses In view of the lack of expertise, it is little striking that only Across Europe, measurement is still heavily based on monitoring outputs, with Without measurement of costs input and impact on organizational goals outflow , it remains yet impossible to document communication effectiveness and efficiency reliably.

      In addition, if measurement data is not strategically integrated into communication management, its power to inform planning processes and strategy adjustment is not fully employed. Sadly, most European organizations utilize insights primarily for evaluating the success of PR activities in retrospect Jim Macnamara Evaluating Public Communication: Your email address will not be published. Save my name, email, and website in this browser for the next time I comment.

      Realignment of Stakeholders through Corporate Social Advocacy. This summary blog post features a study by Barbara Miller Gaither, Ph. Do the Right Thing. This summary blog post appears courtesy of Cision and PRWeek.