Best practice measurement is about listening, learning, and adapting – not just changing others

Macnamara, JR

Best practice measurement is about listening, learning, and adapting – not just changing others

Macnamara, JR

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Publisher:: ProComma Academic
Publication Type:: Chapter
Citation:: Measureable Communication, Mitattava Viestintä [Measurable Communication], 2017, pp. 36 - 42
Issue Date:: 2017

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Field	Value	Language
dc.contributor.author	Macnamara, JR https://orcid.org/0000-0003-1387-3882	en_US
dc.contributor.editor	Juholin, E	en_US
dc.contributor.editor	Luoma-aho, V	en_US
dc.date.issued	2017	en_US
dc.identifier.citation	Measureable Communication, Mitattava Viestintä [Measurable Communication], 2017, pp. 36 - 42	en_US
dc.identifier.isbn	978-952-68576-1-9	en_US
dc.identifier.uri	http://hdl.handle.net/10453/126512
dc.description.abstract	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).	en_US
dc.publisher	ProComma Academic	en_US
dc.relation.ispartof	Measureable Communication, Mitattava Viestintä [Measurable Communication]	en_US
dc.title	Best practice measurement is about listening, learning, and adapting – not just changing others	en_US
dc.type	Chapter
utslib.location	Helsinki, Finland	en_US
utslib.for	2001 Communication and Media Studies	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Science
pubs.organisational-group	/University of Technology Sydney/Strength - CPCE - Centre for Creative Practices and the Cultural Economy
utslib.copyright.status	closed_access
pubs.consider-herdc	true	en_US
pubs.place-of-publication	Helsinki, Finland	en_US
pubs.publication-status	Published	en_US

Abstract:

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:

http://hdl.handle.net/10453/126512