O relações - públicas como gestor da imagem e a importância da mensuração dos resultados em Comunicação Corporativa

Abstract

The author discusses the market practices applied to Communication and Public Relations measurement and the outcomes of the accountability programs, presenting the results of a research developed as part of the thesis, submitted at the ECAUSP. The research shows that both measurement and accountability program outcomes are preoccupations, although they are not systematic processes nor have been practiced because the Communication and Public Relations practitioners are not qualified to develop such methods and techniques.