In communications controlling, there is no such thing as a "one best way". That's because companies differ in the goals and strategies they wish to get support for. This section presents an overview of some of the main methods to consider when planning and launching your own system.


Basic methods: basic empirical social research methods such as media analysis, surveys, focus groups, pre/post tests, etc. These are used in most of the following concepts.

Evaluation: operative methods to determine the impact of individual communication activities, such as corporate publishing, emails, events, ads.

Value creation: methods of strategic controlling. The value added by communications is determined, either on a process oriented (scorecards) or outcomes oriented basis (brand evaluation, reputation measurement, intangible assets).

Processes and quality: methods for evaluation of concepts, processes and target deviations in communications management.

Integrated systems: methods developed by individual service providers and agencies which combine several of the methods mentioned and implement them to suit a real-life situation. Many are protected by copyright and come in a package with consulting services.

Fact files on more than 25 methods

Each representation of individual methods includes a brief definition, key areas of use, implementation requirements, pros and cons; also a cost frame, statistics and links to more information.

Author of texts in the "Methods" section

Dr. Mark-Steffen Buchele based on preparatory work and texts by Juliane Ameringer, Silke Breithaupt, Maria Förster, Aaron Galliner, Felix Gebauer, Janine Hammer, Daniela Kunze, Kristin Köhler, Christian Kolacny, Dmitry Martiouchev, Anne Neumann, Bianca Peev, Lisa Schönmeier, Cathleen Schubert, Henrik Sprink and Annett Zorink (Seminar in Winter Semester 2006/07, Prof. Dr. Ansgar Zerfaß). Final editing with the involvement of Patrick Hacker. Updates of individual texts: Kristin Köhler, Simon Plate.

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