Evaluation and Measurement

Abstract

Evaluation is the cornerstone of successful strategic communication. It is the basis on which to assess whether and how any purposeful use of communication by an organization contributes to fulfilling the organization's mission, strategy, and goal attainment. For over 50 years, evaluation has been a major focus of both the professional and academic debate in strategic communication. The relevance of this debate has grown in recent decades as budgets in various strategic communication domains continue to increase, in turn raising pressure to deliver hard evidence on how communication contributes to organizational goals. This entry addresses the main strands of the evaluation debate by: (i) contextualizing evaluation of strategic communication within the overall strategic management process and, on this basis, introducing the basic types, units, and stages of evaluation; (ii) tracing the historical development of the broad evaluation debate; and (iii) introducing critical points of reflection on the state of the field in research and practice.

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