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Keywords: Measurement
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Journal Articles
Measurement and evaluation methods in corporate communications through the prism of Lasswell’s model
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Corporate Communications: An International Journal (2024) 29 (5): 712–729.
Published: 07 May 2024
...Dmytro Oltarzhevskyi Purpose This study aims to conceptualize, rethink and systematize methods used for measurement and evaluation (M&E) corporate communication. Design/methodology/approach The reflection is based on 462 key English-language books and papers devoted to M&E...
Journal Articles
A cultural-economic examination of public relations measurement in the 1920s and its implications for contemporary practice
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Corporate Communications: An International Journal (2020) 25 (4): 669–685.
Published: 22 July 2020
...William Anderson Purpose What gets measured gets done” goes the cliché. Therefore, it is imperative for corporate communicators to understand the measurement of persuasive communication, starting with its antecedents. This paper will highlight the link between audience awareness/behavior...
Journal Articles
Embracing evaluation theory to overcome “stasis”: Informing standards, impact and methodology
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Corporate Communications: An International Journal (2020) 25 (2): 339–354.
Published: 05 May 2020
... a short-term and narrow focus on measuring outputs such as media publicity (clips), advertising reach, social media posts and website and video views, rather than outcomes or impact (Macnamara and Zerfass, 2017 ; Schriner et al., 2017 ; Zerfass et al., 2015...
Journal Articles
Communication evaluation and measurement: Skills, practices and utilization in European organizations
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Corporate Communications: An International Journal (2017) 22 (1): 2–18.
Published: 06 February 2017
...Ansgar Zerfass; Dejan Verčič; Sophia Charlotte Volk Purpose The purpose of this paper is to examine the status quo of communication evaluation and measurement practices in communication departments of companies, non-profits, and other organizations across Europe. Design/methodology/approach...
Journal Articles
Mixed-methods: measurement and evaluation among investor relations officers
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Corporate Communications: An International Journal (2014) 19 (2): 166–181.
Published: 01 April 2014
...Matthew W. Ragas; Alexander V. Laskin Purpose – While investor relations have become an established corporate function, research into how investor relations officers (IROs) practice measurement and evaluation is limited. The purpose of this paper is to examine which approaches and metrics IROs...
Journal Articles
Issues evaluation: the case of Microsoft
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Corporate Communications: An International Journal (2001) 6 (2): 76–81.
Published: 01 June 2001
... life cycle was applied to the Microsoft antitrust trial case. A new formula for measuring media exposure was also introduced for the next step of applications. Issue management has been perceived as valuable corporate activity with a significant impact on the organization since Jones and Chase...
Journal Articles
Evaluating media exposure: applying advertising methods to publicity measurement
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Corporate Communications: An International Journal (1999) 4 (3): 136–144.
Published: 01 September 1999
...Yungwook Kim; Jihye Kim; Jungki Park; Youjin Choi Tests new proposed tools for measuring media exposure in a crisis management situation. A theoretical formula based on a literature review is applied to two crises: the TWA 800 crash and the ValuJet 592 crash. The application of the proposed formula...
Journal Articles
Evaluating media exposure: an application of advertising methods to publicity measurement
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Corporate Communications: An International Journal (1999) 4 (2): 98–105.
Published: 01 June 1999
...Yungwook Kim; Jihye Kim; Jungki Park; Youjin Choi Tests new proposed tools for measuring media exposure in a crisis management situation. A theoretical formulae based on a literature review is applied to two crises: the TWA 800 crash and the ValuJet 592 crash. The application of the proposed...
