Audit Typologies used by Communication Public Relations Directors and Agencies: a comparative analysis, Spain - ECM
Palavras-chave:Audit, director of communication, evaluation, public relations, research, strategic planning
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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