Study shows increased prevalence of Communication Measurement in US
The budget, that is being used for measurement and evaluation by communication departments in the US has risen considerably during the past few years. This is a finding of the seventh biennial Communication and Public Relations Generally Accepted Practices (GAP VII) study conducted by the USC Annenberg Strategic Communication and Public Relations Center.
Participators of the GAP VII study were 620 senior communicators in public and private corporations, government agencies and non-profits in the United States. It has been conducted in cooperation with the Arthur W. Page Society, the Institute for Public Relations (IPR), the International Association of Business Communicators (IABC) and the Public Relations Society of America (PRSA).
Key Finding: More mones for measurement, especially for Social Media
One of the key findings is that there have been advances in the field of measurement and evaluation of Public Relations departmenst. The increase of the portions of their total budgets from 4% to 7% indicates a generally increased prevalence of these topics in practical business. This also reflects the increasing use of social media monitoring tools.
Outcome instead of Output lets many Organisations get better results
Another interesting finding is, that organisations that utilize outcomes measures are more likely to be able to announce successes than the ones that realy on traditional output measures (see DPRG/ICV framework for communication controlling).
You can download the Study here.
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