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

Autores

  • Kathy Matilla Universidad Ramon Llull
  • Guillem Marca-Francés Universidad de Vic. Sagrada Familia
  • Andréa Oliveira Universidad de Gerona

DOI:

https://doi.org/10.17231/comsoc.26(2014).2038

Palavras-chave:

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

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.

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Publicado

2014-12-28

Como Citar

Matilla, K., Marca-Francés, G., & Oliveira, A. (2014). Audit Typologies used by Communication Public Relations Directors and Agencies: a comparative analysis, Spain - ECM. Comunicação E Sociedade, 26, 260-274. https://doi.org/10.17231/comsoc.26(2014).2038

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Secção

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