dc.contributor.author | Buhmann, Alexander | |
dc.contributor.author | Volk, Sophia Charlotte | |
dc.date.accessioned | 2024-04-26T08:31:14Z | |
dc.date.available | 2024-04-26T08:31:14Z | |
dc.date.created | 2023-01-11T10:32:44Z | |
dc.date.issued | 2022 | |
dc.identifier.isbn | 9781800379886 | |
dc.identifier.uri | https://hdl.handle.net/11250/3128180 | |
dc.description.abstract | Measurement and evaluation (M&E) is the cornerstone of strategic communication: Whether and how the purposeful use of communication contributes to realizing the mission, strategy or particular objectives of an organization, builds on and is assessed through M&E. The relevance of the M&E debate has significantly increased over the course of recent decades as budgets in various areas of strategic communication have continued to grow. This has increased the pressure to develop evidence-based strategy and tactics and provide ‘hard proof’ of how communication contributes to organisational goals. This chapter reviews the state of the debate by introducing foundational M&E concepts as well as an integrated framework for M&E in strategic communication. Based on this framework, this chapter discusses the state of the art in M&E methods and tools, and develops critical perspectives and future directions for research and practice in this important strategic communication domain. | en_US |
dc.description.abstract | Measurement and Evaluation: Framework, Methods, and Critique | en_US |
dc.language.iso | eng | en_US |
dc.relation.ispartof | Research Handbook on Strategic Communication | |
dc.title | Measurement and Evaluation: Framework, Methods, and Critique | en_US |
dc.title.alternative | Measurement and Evaluation: Framework, Methods, and Critique | en_US |
dc.type | Chapter | en_US |
dc.description.version | acceptedVersion | en_US |
dc.identifier.doi | 10.4337/9781800379893.00039 | |
dc.identifier.cristin | 2104737 | |
cristin.ispublished | true | |
cristin.fulltext | postprint | |
cristin.qualitycode | 2 | |