Avaliando “causa e efeito”: Mensuração baseada em objetivos para relações públicas
DOI:
https://doi.org/10.11606/issn.2238-2593.organicom.2023.206972Palavras-chave:
Mensuração, Teoria da comunicação, Transmissão da mensagem, Padronização, ImpactoResumo
Neste artigo, os autores propõem uma abordagem baseada em objetivos para avaliar o impacto das relações públicas, aplicando um modelo de “causa e efeito” baseado na transmissão de mensagens. Esta abordagem baseia-se em um protocolo de segurança real utilizado por uma empresa líder mundial no setor industrial e é consistente com teorias de comunicação bem fundamentadas. Neste modelo, os autores propõem uma abordagem de segurança em cinco fases que inclui o desenvolvimento e teste da mensagem, a distribuição da mensagem, a entrega da mensagem, a ocorrência à mensagem e o impacto da mensagem.Downloads
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Copyright (c) 2023 David Michaelson, Don Stacks, Donald Wright
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