文章基本信息

标题：Audit Typologies used by Communication Public Relations Directors and Agencies: a comparative analysis, Spain - ECM
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作者：Kathy Matilla ; Guillem Marca-Francés ; Andréa Oliveira 等
期刊名称：Revista Comunicação e Sociedade
印刷版ISSN：1645-2089
电子版ISSN：2183-3575
出版年度：2014
卷号：26
页码：260-274
DOI：10.17231/comsoc.26(2014).2038
出版社：Universidade do Minho
摘要：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.
关键词：Audit; director of communication; evaluation; public relations; research; strategic planning