Audit Typologies used by Communication Public Relations Directors and Agencies: a comparative analysis, Spain - ECM

Kathy Matilla, Guillem Marca-Francés, Andréa Oliveira

Resumo


The double applied research conducted in Spain with Dircom partners -the association of communication directors of major companies in the country- and with public relations and communications agencies/consultancies show the trend that, today, in the Spanish professional practice, the instrumental orientation (tactical) is prevalent, correlated with what happens in other European countries (ECM-European Communication Monitor). This can be deduced from the assignment and the prevalent use of audits clearly associated with the measurement of Out- put results.

Palavras-chave


Audit; director of communication, evaluation, public relations, research, strategic planning

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DOI: http://dx.doi.org/10.17231/comsoc.26(2014).2038

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.:: LASICS ::.
Centro de Estudos de Comunicação e Sociedade (CECS)
Universidade do Minho, campus de Gualtar
4710-057 Braga - Portugal

Revista Comunicação e Sociedade
ISSN 2183-3575 (online)
ISSN 1645-2089 (print)
Prefixo DOI: 10.17231