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New avenues in communication evaluation and measurement (E&M): towards a research agenda for the 2020s

New avenues in communication evaluation and measurement (E&M): towards a research agenda for the... JCOM Guest editorial 23,3 1. New avenues in communication evaluation and measurement (E&M): towards a research agenda for the 2020s 1.1 Introduction The question of how public relations and strategic communication contribute to organisations’ success has been a perennial research topic since the 1970s (Stacks, 2017; Gregory and Watson, 2008; Grunig, 2006). Specifically, this question is approached in the sub-field of communication E&M. For more than five decades, scholars have explored how communication effects can be measured alongside different stages (ranging, e.g., from inputs and outputs to outcomes and impacts) and how the value of communication added to the organisational level can be evaluated. According to a recent synthesis of 40 years of literature (Volk, 2016), E&M research has explored numerous questions that can be broadly clustered into the following overarching themes: how to analyse the effectiveness of communication and messages on the output level; how to measure outcomes such as relationships and reputation; how to conceptualise intangible values or capitals and assess the value creation through communication on the impact level; how to further develop E&M methods; and how to assess the state of E&M practices. As an applied research field, E&M scholars have maintained regular and close http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Communication Management Emerald Publishing

New avenues in communication evaluation and measurement (E&M): towards a research agenda for the 2020s

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1363-254X
DOI
10.1108/JCOM-08-2019-147
Publisher site
See Article on Publisher Site

Abstract

JCOM Guest editorial 23,3 1. New avenues in communication evaluation and measurement (E&M): towards a research agenda for the 2020s 1.1 Introduction The question of how public relations and strategic communication contribute to organisations’ success has been a perennial research topic since the 1970s (Stacks, 2017; Gregory and Watson, 2008; Grunig, 2006). Specifically, this question is approached in the sub-field of communication E&M. For more than five decades, scholars have explored how communication effects can be measured alongside different stages (ranging, e.g., from inputs and outputs to outcomes and impacts) and how the value of communication added to the organisational level can be evaluated. According to a recent synthesis of 40 years of literature (Volk, 2016), E&M research has explored numerous questions that can be broadly clustered into the following overarching themes: how to analyse the effectiveness of communication and messages on the output level; how to measure outcomes such as relationships and reputation; how to conceptualise intangible values or capitals and assess the value creation through communication on the impact level; how to further develop E&M methods; and how to assess the state of E&M practices. As an applied research field, E&M scholars have maintained regular and close

Journal

Journal of Communication ManagementEmerald Publishing

Published: Aug 5, 2019

References