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

Autor:	Kathy Matilla, Guillem Marca-Francés, Andréa Oliveira
Jazyk:	English<br />Portuguese
Rok vydání:	2014
Předmět:	Audit director of communication evaluation public relations research strategic planning Communication. Mass media P87-96
Zdroj:	Comunicação e Sociedade, Vol 26, Pp 260-274 (2014)
Druh dokumentu:	article
ISSN:	1645-2089 2183-3575
DOI:	10.17231/comsoc.26(2014).2038
Popis:	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.
Databáze:	Directory of Open Access Journals
Externí odkaz:	https://doaj.org/article/00da768018794b269e3f0bd291f62d4c Zobrazit plný text záznamu View record in DOAJ Plný text ve formátu PDF