Evaluar la “causa y el efecto”: medición objetiva de las relaciones públicas
DOI:
https://doi.org/10.11606/issn.2238-2593.organicom.2023.206972Palabras clave:
Medición, Teoría de la comunicación, Transmisión de mensajes, Normalización, ImpactoResumen
En este artículo, los autores proponen un enfoque basado en objetivos para evaluar el impacto de las relaciones públicas, aplicando un modelo de “causa y efecto” basado en la transmisión de mensajes. Este enfoque se basa en un protocolo de medición real utilizado por una empresa industrial líder mundial y es coherente con teorías de comunicación bien establecidas. En este modelo, los autores proponen un enfoque de medición en cinco fases que incluye el desarrollo y ensayo del mensaje, la distribución del mensaje, la entrega del mensaje, la reacción al mensaje y el impacto del mensaje.
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Derechos de autor 2023 David Michaelson, Don Stacks, Donald Wright
Esta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial-CompartirIgual 4.0.
A submissão implica a cessão de direitos da primeira publicação à revista Organicom, sem pagamento. Os autores podem estabelecer por separado acordos adicionais para a distribuição não exclusiva de versão da obra publicada na revista (como colocar em um repositório institucional ou publicar um livro), com o devido reconhecimento de sua publicação inicial na revista Organicom.
