Deep analysis

Traditional methods of measurement and evaluation are in dire need of an update.

With numerous models, principles, guidelines and tools for measurement and evaluation advocated by academics, industry bodies, and measurement service providers, it could be asked whether the corporate communication sector needs yet another model?

The answer is yes for four reasons identified in a detailed three-year analysis of measurement and evaluation in the communication field. A review of journal articles, book chapters and reports, analysis of recent measurement and evaluation reports for major organisations, and interviews and conversations with senior C-suite managers reveal several obstacles to measurement and evaluation of outcomes (as opposed to outputs) and demonstration of value to an organisation that are not addressed in other models.

Jim Macnamara

Jim Macnamara is professor of public communication and associate dean (engagement and international) at the University of Technology Sydney, a position he took up in 2007 after a 30-year professional career spanning journalism, public relations and corporate communication, and media research. He is a leading researcher in measurement and evaluation of communication as well as social media and is the author of numerous articles and 15 books including The 21st Century Media (R)evolution: Emergent Communication Practices (Peter Lang, New York, 2010, 2014) and Public Relations Theories, Practices, Critiques (Pearson Australia, 2012).. His most recent book is Organizational Listening: The Missing Essential in Public Communication (Peter Lang, New York, 2016).