Avaliação de resultados: o desafio das agências de comunicação

Abstract

This article presents a result measurement study about media relations, a component of organizational communications. From a bibliographical analysis of the subject, an exploratory study was performed through interviews with specialists and well-known professionals of the Brazilian communication market. The main objective focused on understanding how communication agencies develop result measurement, what efforts have been implemented to improve this activity, and how communication specialists analyze the current status of the sector.