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

Publication date: 5 February 2018

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

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

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Publisher

:

Emerald Publishing Limited

Copyright © 2018, Emerald Publishing Limited

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