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The Fundamentals of Measurement and Evaluation of Communication

Gregory, Anne (2016) The Fundamentals of Measurement and Evaluation of Communication. In: Handbook of Public Sector Communication. Wiley-Blackwell. (In Press)

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Abstract

Debates about how the contribution and worth of communication can be measured and
evaluated have been raging in the academic and practitioner fields for several decades
(Gregory & Watson, 2008; Likely & Watson, 2013; Macnamara, 2015; McCoy, 2016; Watson,
2012). Indeed, as Gregory and White reflect, at times it appears that these debates
Seem like a car, stuck in mud or snow, trying to move forwards. The engine revs, the
wheels spin, exhaust fumes and friction smoke clouds the scene, but – in the end –
the car remains stuck. So, too, the evaluation debate: a great deal of discussion, but
no forward movement. (2008, p. 307)
However, just as with the car, so with measurement and evaluation shifts in context can
facilitate traction. The snow is cleared away, someone comes along to give it a push and the
car makes headway. In the measurement and evaluation arena the increasing demand that
communication demonstrates the efficiency and effectiveness of its contribution, especially
post the economic crisis of 2008 (Macnamara, 2015, McCoy, 2016), along with a number of
industry and academic proposals outlined below and in Chapter 5.5, seem to be advancing
progress. It is a prize worth pursuing, because as numerous academics have noted,
evaluation appears to be the ‘holy grail’ for public relations (L’Etang 2008; Noble, 2011,
Watson & Noble, 2014).

Item Type: Book Chapter
Subjects: H Social Sciences > H Social Sciences (General)
Schools: Huddersfield Business School
Related URLs:
Depositing User: Anne Gregory
Date Deposited: 08 Nov 2016 11:33
Last Modified: 30 Nov 2016 17:43
URI: http://eprints.hud.ac.uk/id/eprint/29807

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