Research, Measurement, and Evaluation

Matthew W. Ragas and Ron Culp
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Matthew W. Ragas: DePaul University
Ron Culp: DePaul University

Chapter Chapter 10 in Business Essentials for Strategic Communicators, 2014, pp 139-153 from Palgrave Macmillan

Abstract: Abstract Two well-known phrases among business managers are “you cannot manage what you cannot measure” and “what gets measured gets done” (see House & Price, 1991, p. 92). Unfortunately, strategic communication has traditionally lagged as a field when it comes to research, measurement, and evaluation. In fact, communicators have even been known to say: “I know I wasted half of my communication budget. I just don’t know which half.” This is now changing.

Keywords: Public Relation; Communication Measurement; Communication Campaign; Strategic Communication; Chief Marketing Officer (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-38533-8_10

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DOI: 10.1057/9781137385338_10

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