Measurement as a Strategic Communication Process

Abstract

Corporate communication measurement has its foundations in the quantitative indicators of results from the traditional comunication chanels. After which, strategic planning adds up a vision of being connected to objectives, while shareholder and stakeholder theories reveals the importance of measuring perception within all audiences. The professionalization of measurement develops with new concepts, such as  the rate of return, but it is only until the arrival of digital media, that qualitative elements of commitment with audiences were introduced. The present challenge of corporate communication measurement in Mexico, is both the study of subject as well as havingthe tools  connecting all these elements. It is necessary not only to focus on the evaluation of a channel, but also on the image through the perception of the audiences, the reasons for communication and the impact of communication actions, having into account that each organization is different, and considering the strategic objectives of each one. Thus, a successful case of the creation of a methodology and the application of a measurement instrument that combines all these elements is presented in this chapter, which has been useful for strategic decision making and valuing  the communication area within the organization.