Mastering Evaluation and Assessment: The Business of Strategic
Communication
Single module registration of the Strategic Communications Track
of NSPRA Academy
Module
Overview:
This session will examine strategic communication from a business
context in order to more effectively evaluate and assess your organization. The session’s focus will be on understanding key dimensions in accounting, economics, finance, corporate reputation and
business governance. Cohort members will apply analytical and critical thinking skills to critique and evaluate communication decisions from a business standpoint.
Module-Level Learning
Objectives:
Upon completion of this module, participants will be able
to:
- Apply financial and economic frameworks to evaluate the ROI and
organizational impact of communication strategies.
- Critically assess
communication initiatives using evaluation plans that integrate communication KPIs with business metrics and reputation indices.
- Develop executive-level reports and strategic recommendations that
articulate the business value of communication.
- Lead
organization-wide conversations about the role of communication in improving performance and decision-making.
Modules of the Strategic Communication Track of NSPRA Academy are facilitated by Kenon Brown, Ph.D., a
professor of advertising and public relations at the University of Alabama and director of the university's Institute for Communication and Information
Research.