Evaluation to demonstrate effectiveness in communication and public relations. A look at professional practices from the Communication Monitor

Abstract

Organizations invest large amounts of economic and human resources to listen and understand their audiences by establishing credible, trustworthy and conversational relationships in a competitive business environment. With regard to this, communication and public relations professionals are being pressured to generate results about the public that can be measured based on variables such as knowledge, consciousness and recommendation of messages, motivation to action, and modification of behaviors or perceptions related to corporate interests. Confronted with this requirement, evaluation will allow communication and public relations professionals to demonstrate the value and effectiveness generated by their activities. Found on a review of the results published in Communication Monitor in Europe, Asia-Pacific and Latin America, an approach is made for trends and recent considerations in professional practices in communication evaluation, the level of implementation of this phase in the strategies and communication programs, the state of progress it has had, the most used levels of measurement, the actions and means that are subject to greater measurement by professionals, and the main demands in terms of results that organizations expect from the exercise of communication and the impact it holds on different publics.