Insights from Industry Leaders
A Maturity Model for Strengthening Communication Measurement and Evaluation
Bibliographic Data
| ID | 12800765 |
|---|---|
| Authors | Rebecca Swenson (0000-0001-9790-8303, University of Minnesota, corresponding author), Nathan Gilkerson (Marquette University), Fraser Likely (0000-0001-5164-6491, University of Ottawa), Forrest W Anderson (George Washington University), Michael Ziviani (IP Australia) |
| Year | 2018 |
| Volume | 13 |
| Issue | 1 |
| Pages | 1-21 |
| Publication date | 2018-11-01 |
| Open Access | No |
| Type | ARTICLE |
| Venue | International Journal of Strategic Communication (JOURNAL) |
| Journal identifiers | ISSN: 1553-118X • E-ISSN: 1553-1198 |
| Publisher | Taylor & Francis (PUBLISHER • GB) |
| DOI | 10.1080/1553118x.2018.1533555 |
| OpenAlex | W2899344640 |
| Language | EN |
| Citations received | 5 |
| References cited | 34 |
Much scholarship has been devoted to identifying barriers that prevent the advancement of communication measurement and evaluation. This research focuses on the characteristics, objectives, and practices of chief communication officers (CCOs) with successful measurement and evaluation programs. Three key dimensions of practice emerged from in-depth interviews: communication executives’ measurement practices and evaluation programs were used to adjust communication strategies; were aligned with other business units; and were integrated with business priority plans. Interviewees also focused on the ability of communication measurement practices and evaluation programs to provide insights for executives, to align communication with the work of other business units, and to connect the organization with the outside environment and stakeholders. This study extends strategic communication scholarship by discussing how overcoming barriers and advancing measurement and evaluation work relates to roles adopted by organizational leaders. This article also offers a preliminary, scalable maturity model that aids in the development, formalization, and optimization of strategic communication measurement and evaluation. This study demonstrates the capacity for communication evaluation to overcome perceived barriers, realize appropriate stature with organizations, and grow communication functions accordingly
Business · Capability Maturity Model · Knowledge management · Maturity (psychological · Organizational communication · Political science · Process management · Public relations · Scholarship · Work (physics · Communication in Education and Healthcare · Computer Science · Engineering · Public Relations and Crisis Communication · Team Dynamics and Performance
Furnishing the Edifice
Public Relations and Communication Management
Excellence in public relations and communication management
Toward a Roles Theory for Strategic Communication
Enabling, Advising, Supporting, Executing
Strategic Communication
Alignment
Expanding Evaluation to Progress Strategic Communication
Organizational Structures and Their Relationship with Communication Management Practices
| Citations per year | 1.25 |
|---|---|
| Citation span | 2022 - 2026 (5) |
| Highly cited | No |