Audit Typologies used by Communication Public Relations Directors and Agencies: a comparative analysis, Spain - ECM

Abstract

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.

Keywords

• Audit
• director of communication
• evaluation
• public relations
• research
• strategic planning