Position Paper "Communication Controlling"

In 2011, four professional associations of communicators and controllers from Germany and Austria have agreed on common principles and procedures for the controlling of corporate communications.

With this agreement, the German Public Relations Association (DPRG), the International Controller Association (ICV), the German Association for Communication (Kommunikationsverband) and the Austrian Public Relations Association (PRVA) have gone a further step towards standardization of communication controlling.

On the way to standardization

Already in 2007, the DPRG task force "Value Creation through Communication" published expert papers on value drivers, value links and KPIs of communication.

Two years later, the first joint effort of communicators and controllers was realized: the DPRG and the ICV agreed on the "Levels of impact and evaluation" that serve as a comprehensive framework for the evaluation of the efficiency and effectiveness of communicative action.

In 2010, the "Basic Model for Communication Controlling" developed by the ICV, which found the support of the other three associations, defined procedural principles of communication controlling.

You can download the Position Paper here:

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