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

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