Abstract

MATILLA, Kathy; MARCA-FRANCES, Guillem  and  OLIVEIRA, Andréa. Audit Typologies used by Communication Public Relations Directors and Agencies: a comparative analysis, Spain - ECM. Comunicação e Sociedade [online]. 2014, vol.26, pp.234-243. ISSN 1645-2089.  https://doi.org/10.17231/comsoc.26(2014).2037.

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 Output results.

Keywords : Audit; director of communication; evaluation; public relations; research; strategic planning.

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