measurement and to challenge assumptions of goal-oriented and organization-centric approaches to evaluation and measurement … theory, communication evaluation approaches and what agility means for communication measurement. Findings Agility teaches … implications of agile evaluation and measurement mean a total change for practice as well as for communication measurement and …

Purpose The purpose of this paper is to examine the status quo of communication evaluation and measurement practices in … argues that the challenge to conduct reliable measurement is threefold: first, communication professionals have to understand … and develop skills how to conduct evaluation; second, they have to evaluate whether communication activities have reached …