Viestinnän mittaaminen ja strateginen viestintä

Abstract

Communication measurement and evaluation 
 – Goal-orientation, agility or fumbling in the dark?
 The interest of organizations in assessing stakeholder relationships and expectations, intangible assets, and social impact has grown strongly in the 21st century. This change is linked to new views on the strategic role of communication and strategic management. We examine the development and current state of the measurement and evaluation (M&E) of communication through research literature and empirical material. We suggest that the models of M&E used in organizations can also tell us about their views of strategic communication and the connection to organizational strategy. Present practices of M&E are dominated by logical models as well as summative evaluation, which are connected with a functionalist view of strategic communication. The data also provide indications of agile evaluation. Many organizations also engage in practices that we call blind measurement: metrics are not directly linked to the goals of communication.

A revised digital media–arena framework guiding strategic communication in digital environments

“…Within public relations, corporate communication and strategic communication research (e.g. Frandsen and Johansen, 2010, 2016; Luoma-aho and Vos, 2010; Juholin and Luoma-aho, 2017; Vos et al. , 2014), arenas are understood as places of interaction where individuals and organisational actors more, or less formally or informally communicate with each other and where relationships are formed, maintained and discontinued (Badham et al.…”

Viestinnälliset arvoketjut – mistä koostuu viestinnän arvo organisaatioille?

“…Myös viestinnän tavoitteita sekä niiden tuottamia tuloksia ja mittareita on tutkittu pitkään keskittyen yksittäisiin viestinnän toimintoihin tai kampanjoihin (ks. Juholin & Rydenfelt 2021). Tuoreimmassa tutkimuksessa viestinnän arvoa koskeva keskustelu on siirtynyt yksittäisten toimintojen sijasta strategiseen viestintään, jossa viestinnälle asetetaan tavoitteita ja mittareita organisaation strategian pohjalta, toiminta-ja viestintäympäristön muutokset huomioiden (Volk 2016;Zerfass & Viertmann 2017;Gregory & Macnamara 2019).…”