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Communication evaluation and measurement: connecting research to practice

Alexander Buhmann (BI Norwegian Business School, Oslo, Norway)
Fraser Likely (Fraser Likely PR/Communication Performance, Ottawa, Canada) (IPR Measurement Commission, Gainesville, Florida, USA)
David Geddes (Geddes Analytics LLC, Burlington, Vermont, USA) (IPR Measurement Commission, Gainesville, Florida, USA)

Journal of Communication Management

ISSN: 1363-254X

Article publication date: 5 February 2018

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Abstract

Purpose

The purpose of this paper is to reflect on the current state of communication evaluation and measurement (E&M) as a vital field connecting academics and practitioners in communication management.

Design/methodology/approach

The authors track recent developments in the field, address the ongoing struggle toward E&M standards, and propose six agenda points for the future E&M debate.

Findings

While the authors see an engaged, international interest community making considerable headway in important E&M issues, the conclusion is that several areas require further work: dynamics of standardization; going beyond the effectiveness-based view; internal services evaluation; addressing intervening variables; closer ties to related fields; and dissemination into the wider practice.

Originality/value

The paper gives a pointed reflection of the state of the field and also provides a comprehensive list of current resources for those who aim to further the E&M debate.

Keywords

Acknowledgements

The authors would like to thank the members of the International Task Force on Standardization of Communication Planning/Objective Setting and Evaluation/Measurement Models (namely: Forrest Anderson, Mark-Steffen Buchele, Nathan Gilkerson, Jim Macnamara, Tim Marklein, Rebecca Swenson, Sophia Charlotte Volk, and Michael Ziviani) for their constructive feedback to an earlier version of this paper.

Citation

Buhmann, A., Likely, F. and Geddes, D. (2018), "Communication evaluation and measurement: connecting research to practice", Journal of Communication Management, Vol. 22 No. 1, pp. 113-119. https://doi.org/10.1108/JCOM-12-2017-0141

Publisher

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Emerald Publishing Limited

Copyright © 2018, Emerald Publishing Limited