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[Commlist] Call for Papers Dossier Measurement and Evaluation in Organizational Communication and Public Relations - Organicom N.42 (May - August 2023) -
Sat Jan 14 13:57:59 GMT 2023
*Call for Papers Dossier Measurement and Evaluation in Organizational
Communication and Public Relations - Organicom N.42 (May - August 2023) -*
Organicom is pleased to invite you to send contributions to the Dossier
42 (May - August 2023) dedicated to Measurement and Evaluation in
Organizational Communication and Public Relations, which will be
published in August 2023.
No payment from the authors will be required.
*Deadline for submission*: April 06, 2023.
*To submit* your article access:
https://www.revistas.usp.br/organicom/about/submissions
<https://www.revistas.usp.br/organicom/about/submissions>
*Coordinadors
*PhD. Alejandro ALVAREZ-NOBELL /(University of Málaga; Director del
Latin American Communication Monitor – EUPRERA. ESPAÑA)
/PhD. Ana ADI /(Quadriga University of Applied Sciences. GERMANY)
/PhD. Antonio CASTILLO-ESPARCIA /(University of Málaga; Presidente de
AIRP - Asociación de Investigación en Relaciones Públicas. SPAIN)
/Thomas STOECKLE /(Bournemouth University & PR Academy London; Analytics
& Insights Partner at Dot I/O Health. UNITED KINGDOM)
/PhD. Valéria de Siqueira Castro LOPES (/São Paulo University/. /BRASIL/)
*More info: *(aan /at/ uma.es) <mailto:(aan /at/ uma.es)>
*Call for papers
*In recent decades, the measurement and evaluation function has
demonstrated its relevance in the strategic management of communication
in organizations (Macnamara,2023; Capizzo, 2022; Macnamara & Gregory,
2018; Adi & Stoeckle, 2021). The wisdom of the classic axiom "you cannot
manage what is not measured" is undeniable nowadays for communication
management. Yet measurement and evaluation as an essential stage in the
strategic planning of communication (see the RACE matrix), has a less
straightforward history including research history. Countries likes the
United States, United Kingdom and Germany claim more than 80 years of
professional experience in measurement and evaluation of communication
(Lindenmann, 2005). Associations too, mostly western-based, celebrate
decades of practice. AMEC (International Association for the Measurement
and Evaluation of Communication) for instance celebrated its 25th
anniversary in 2021, launching a dedicated space for academic
collaborations, while the IPR Measurement Commission has reached this
milestone this year. Within the Latin American space, notable
contributions were made by (in chronological order) Castillo y
Álvarez-Nobell (2015); Batteries and Bowen (2013); Likely and Watson
(2012); Alvarez-Nobell (2011); Álvarez-Nobell y Lesta (2010); Armendariz
(2010); Michaelson and Stacks (2011); Cuenca (2010); Yanaze (2010);
Lindenmann (2005) and Kunsch (1997) among others.
Already anticipating recent trends in the field, in 2005 Volume 2 of the
Organicom magazine (2005) dealt with this topic. Published under the
title "*Avaliação e mensuração em Comunicação Organizacional*", the
journal features significant works: Xifra-Triadú (2005), Grunig (2005),
Lopes (2005) and Yanaze & Crepaldi, (2005).
In 2022, as in 2005, measurement and evaluation of communication remains
both exciting and worrying as it raises the expectations of those who
bet and invest in organizations, based on the potentials offers of
communication management. This is partly due to the fact that technology
and digitization have modified and integrated communicative processes
around a virtual world, intensifying the value and impact of the meaning
of actions and messages under fundamentally relational flows and
characteristics.
Measurement and evaluation give a strategic and essential role to those
who exercise the function of Dircom (PR/Comms), as it enables them to
constantly prove their contribution towards the achievement of
organizational purposes and their adding value to the organization.
However, to demonstrate this contribution, it is necessary to embrace
and apply – both in academia and in corporate environments (companies,
NGOs, research providers and communication agencies) - a set of
assumptions. These assumptions -empirical, theoretical and even
methodological- once recognized would allow practitioners and academics
alike to understand this integral (and integrated) vision of measurement
and evaluation in strategic communication. These assumptions must
legitimize the evaluation function in integral relation to the
communication planning processes that are supposed to create the
effects. In this special edition, the *Organicom Journal* seeks to bring
together theoretical, applied and empirical studies on the function,
practices and tools of measurement and evaluation in the strategic
planning of communication, as a continuous, formative and summative
activity in terms of results; and in relation to the objectives
organizations, the purpose and those objectives (such as the SDGs;
‘wicked problems’ and VUCA) that also guide the economic impact, social
and environmental.
In this sense, articles that meet the following subtopics will be accepted:
Topics
1. *Transformations in contexts, organizations and communication
and*their impact on measurement and evaluation. Agendas and issues
management. From Social Responsibility to the triple bottom line and
beyond. Management of crises and potential conflicts.
2. *Evaluation in strategic planning in communication: *goal-oriented
systems: purpose and objectives. Planning perspectives in
communication and measurement system at the organizational level.
Measurement of professional performance. Decision making and
information systems.
3. *The function of measurement and evaluation in
communication:*background and evolution of the different contexts.
Standards, difficulties (diagnose, investigate and evaluate).
Formative and summative evaluation. Measurement and evaluation
models: production, exposure, impact and participation. Impact
Levels. Indicators and variables. Key performance indicators in
communication (KPI).
4. *Measurement and evaluation strategies and tools in virtual
contexts. *Map of actors. Audiences, networks and communities Big
data and social media. Participating in the conversation. AI and
machine learning.
5. *Strategies and tools for measurement and evaluation for the control
of the public agenda and social impact:*Evaluation of the Lobby and
Opinion Leaders. Transparency and accountability. Evaluation of
sponsorship, associated image and event management. Relationship
with marketing and advertising.
6. *Measurement and evaluation strategies and tools for the control of
media agendas:*integral content management. Measuring transmedia.
Press management and media relations. Automations, machine learning
and artificial intelligence.
7. *Trends and comprehensive evaluation models*. Evolutions models.
...............................................................................................................................
*Reference*
Adi, A & Stoeckle, T. (2021). Future of Communications and Public
Relations (PR).(Re) Imagining the Role, Function and Purpose of the
Communication Profession. /ESSACHESS–Journal for Communication
Studies,/14(1 (27)), 7-14.
Álvarez Nobell, A. (2010): La evaluación en Comunicación. Desarrollo
histórico y principales antecedentes. España. Tenerife, España. 2010.
Libro. Artículo Completo. Congreso. II Congreso Internacional Latina de
Comunicación Social. Sociedad Latina de Comunicación Social. (ISBN:
978-84-938428-0-2) -
http://www.revistalatinacs.org/10SLCS/actas_2010/alejandro_cordoba.pdf
<http://www.revistalatinacs.org/10SLCS/actas_2010/alejandro_cordoba.pdf>
Álvarez Nobell, A. y Lesta L. (2011): Medición de los aportes de la
gestión estratégica de comunicación interna a los objetivos de la
organización. Revista PALABRA CLAVE. Bogotá: Universidad de La Sabana.
2011 vol.14 n°1. p11 -30. ISSN: 0122-8285. -
http://palabraclave.unisabana.edu.co/index.p
<http://palabraclave.unisabana.edu.co/index.p>
Armendáriz, E. (2010). Las relaciones públicas y su evaluación. Madrid.
España: Fragua comunicación
Asociación Internacional de Medición y Evaluación de la Comunicación.
http://www.amecorg.com <http://www.amecorg.com>
Capizzo, L. (2022). What counts amid contention? Measuring perceived
intractable problems in public relations. Public Relations Review,
48(2), 1-11.
https://doi.org/https://doi.org/10.1016/j.pubrev.2022.102179
<https://doi.org/https://doi.org/10.1016/j.pubrev.2022.102179>
Castillo, A. y Álvarez Nobell, A. (2015): Evaluación en comunicación
estratégica. Madrid: McGrawHill
Cuenca Fontbona, J. (2010). /“La investigación en la planificación
estratégica de las relaciones públicas investigación aplicada y
formativa: la auditoría de relaciones públicas/” en Las Relaciones
públicas en la Sociedad del Conocimiento. Asociación de Investigadores
en Relaciones públicas (AIRP). España.
Grunig, J. E. (2005). Guia de pesquisa e medição para elaborar e avaliar
uma função excelente de Relações Públicas. /Organicom/, /2/(2), 46-69.
https://doi.org/10.11606/issn.2238-2593.organicom.2005.138881
<https://doi.org/10.11606/issn.2238-2593.organicom.2005.138881>
ICOMI: Instituto de estudios de la Comunicación Institucional (2002).
/Medición del aporte de la Comunicación Institucional al valor de la
organización y sus marcas/. Argentina: Universidad de Ciencias
Empresariales y Sociales.
Kunsch, M. (1997). /Obtendo resultados com relaçoes públicas/. São
Paulo: Pioneira.
Likely, F.; Watson, T. (2012). Measuring the edifice: public relatiosn
measurement and evaluation practices over the course of 40 years. En
Public Relations Journal, Vol. 5, No. 3.
Lindenmann, W. K. (ed.), (2005). /Putting PR Measurement and Evaluation.
Into Historical Perspective. /Miami, USA: Institute for Public Relations
Research, University of Florida.
Lipschultz, J. H. (2023). "Big data analytics": Technology, tools, and
strategic change. In D. Pompper, K. R. Place, & N. Weaver (Eds.), The
Routledge Companion to Public Relations (pp. 363-372). Routledge.
Lopes, V. de S. C. (2005). O relações públicas como gestor da imagem e a
importância da mensuração dos resultados em Comunicação Corporativa.
/Organicom/, /2/(2), 70-95.
https://doi.org/10.11606/issn.2238-2593.organicom.2005.138882
<https://doi.org/10.11606/issn.2238-2593.organicom.2005.138882>
Macnamara, J. (2000). /The ad value of PR (Advertising balues to measure
PR: why they are invalid)/. Asia Pacific Public Relations Journal, Vol
2, No 1, 99-103, Canberra University.
Macnamara, J. (2023). Measurement, evaluation + learning (MEL): New
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Place, & C. K. Weaver (Eds.), The Routledge Companion to Public
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Macnamara, J., & Gregory, A. (2018). Expanding evaluation to progress
strategic communication: Beyond message tracking to open listening.
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Michaelson, David; Stacks, Don (2011). /Standardization in public
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cuantitativa, cualitativa y mixta. McGraw Hill México.
Stacks, Don W, Bowen, Shannon (2013). /Dictionary of public relations
measurement and research/. Publicado por The Institute for Public
Relations in www.instituteforpr.com <http://www.instituteforpr.com>.
Swiatek, L., & Galloway, C. (2023). Artificial intelligence and public
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Public Relations (pp. 352-362). Routledge.
Xifra-Triadú, J. (2005). El issues management como estrategia de
Relaciones Públicas. /Organicom/, /2/(2), 28-43.
https://doi.org/10.11606/issn.2238-2593.organicom.2005.138880
<https://doi.org/10.11606/issn.2238-2593.organicom.2005.138880>
Yanaze Higuchi, M. (2010). Retorno de investimentos em comunicação.
Avaliação e Mensuração/. /San Pablo, Brasil: Difusão
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sua avaliação. /Organicom/, /2/(2), 134-145.
https://doi.org/10.11606/issn.2238-2593.organicom.2005.138885
<https://doi.org/10.11606/issn.2238-2593.organicom.2005.138885>
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