Measurement and evaluation: framework, methods, and critique

Measurement and evaluation (M&E) is the cornerstone of strategic communication: Whether and how the purposeful use of communication contributes to realizing the mission, strategy or particular objectives of an organization, builds on and is assessed through M&E. The relevance of the M&E debate has significantly increased over the course of recent decades as budgets in various areas of strategic communication have continued to grow. This has increased the pressure to develop evidence-based strategy and tactics and provide 'hard proof' of how communication contributes to organisational goals. This chapter reviews the state of the debate by introducing foundational M&E concepts as well as an integrated framework for M&E in strategic communication. Based on this framework, this chapter discusses the state of the art in M&E methods and tools, and develops critical perspectives and future directions for research and practice in this important strategic communication domain