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Measurement and evaluation: framework, methods, and critique


Buhmann, Alexander; Volk, Sophia Charlotte (2022). Measurement and evaluation: framework, methods, and critique. In: Falkheimer, Jesper; Heide, Mats. Research Handbook on Strategic Communication. Cheltenham UK: Edward Elgar Publishing, 475-489.

Abstract

Measurement and evaluation (M&E) is the cornerstone of strategic communication: Whether and how the purposeful use of communication contributes to realizing the mission, strategy or particular objectives of an organization, builds on and is assessed through M&E. The relevance of the M&E debate has significantly increased over the course of recent decades as budgets in various areas of strategic communication have continued to grow. This has increased the pressure to develop evidence-based strategy and tactics and provide 'hard proof' of how communication contributes to organisational goals. This chapter reviews the state of the debate by introducing foundational M&E concepts as well as an integrated framework for M&E in strategic communication. Based on this framework, this chapter discusses the state of the art in M&E methods and tools, and develops critical perspectives and future directions for research and practice in this important strategic communication domain.

Abstract

Measurement and evaluation (M&E) is the cornerstone of strategic communication: Whether and how the purposeful use of communication contributes to realizing the mission, strategy or particular objectives of an organization, builds on and is assessed through M&E. The relevance of the M&E debate has significantly increased over the course of recent decades as budgets in various areas of strategic communication have continued to grow. This has increased the pressure to develop evidence-based strategy and tactics and provide 'hard proof' of how communication contributes to organisational goals. This chapter reviews the state of the debate by introducing foundational M&E concepts as well as an integrated framework for M&E in strategic communication. Based on this framework, this chapter discusses the state of the art in M&E methods and tools, and develops critical perspectives and future directions for research and practice in this important strategic communication domain.

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Additional indexing

Item Type:Book Section, refereed, original work
Communities & Collections:06 Faculty of Arts > Department of Communication and Media Research
Dewey Decimal Classification:070 News media, journalism & publishing
Language:English
Date:13 December 2022
Deposited On:24 Jan 2023 10:59
Last Modified:27 Mar 2024 04:36
Publisher:Edward Elgar Publishing
Number:32
ISBN:9781800379886
OA Status:Closed
Publisher DOI:https://doi.org/10.4337/9781800379893.00039