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What characterizes current models for evaluating the value added of strategic communication? Has a consistent standard been established? How can these models be further developed? What prevents their implementation in practice?
Comparison of the results of working groups dealing with standards and best practices of communication measurement and evaluation.
In recent years, initiatives have been formed and internationally networked in order to further develop evaluation models for the added value of strategic communication. However, these further developments are rarely applied in practice. The studies name possible starting points to counteract this:
In the last 10 years, fundamental models for the evaluation of communication such as the DPRG/ICV-Bezugsrahmen für Kommunikations-Controlling have been published. Two parallel papers by key players in the further development of these evaluation models ask the same questions and come to largely similar conclusions.
Macnamara's work presents frameworks of reference for the following institutions and assesses them according to criteria of evaluation theory:
The study by Buhmann, Likely and Geddes offers an overview of important initiatives with a list of materials for familiarising oneself with the topic in the appendix and is characterised by a short and concisely formulated derivation of the thesis.
January 2018: Journal of communication Management / Alexander Buhmann, Fraser Likely, David Geddes
January 2018: International Journal of Strategic Communication / Jim Macnamara
More Information on the surveys:
Buhmann, Likely und Geddes: Communication Evaluation and Measurement: connecting research to practice