Best practice measurement is about listening, learning, and adapting – not just changing others
- ProComma Academic
- Publication Type:
- Measureable Communication, Mitattava Viestintä [Measurable Communication], 2017, pp. 36 - 42
- Issue Date:
Copyright Clearance Process
- Recently Added
- In Progress
- Closed Access
This item is closed access and not available.
Much has been written about measurement and evaluation of various forms of strategic communication including public relations. Despite the plethora of articles, manuals, guides, tools, and impassioned pleas from academics and industry leaders, measurement and evaluation remain under-used and largely focussed on measuring outputs rather than outcomes and impact (Gregory & Watson, 2008; Macnamara, 2015; Michaelson & Stacks, 2011).
Please use this identifier to cite or link to this item: