Impact assessment

Abstract

Evaluation in various fields of strategic communication has focussed for some time on outputs rather than outcomes and impact, and researchers have lamented a “stasis” and “deadlock” in relation to evaluation in practices such as corporate communication (see iesc 0049), public relations (see iesc 0140), and some specialist fields such as health communication (see iesc 0082). However, a number of initiatives in the US, UK, and Europe have brought fresh focus to the importance of identifying and demonstrating the impact of communication – albeit questions including ‘impact on whom’ and ‘for whose benefit’ remain important matters for debate in the context of strategic communication as it is defined in this encyclopedia. This section summarizes recent progress in assessing and demonstrating the impact of communication as well key issues for further debate and research