Communication measurement and evaluation has come a long way in just a decade. Finally, measurement has become the watchword and “results, results, results” the mantra of executives. Instead of viewing an organization’s communication as a kind of mystical intangible — intangible methods, intangible effects and intangible results — we now measure everything in our effort to build strong relationships with key publics and contribute to our organization’s success. This crucial step has finally made us strategic.
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