Value links and KPIs of communication

Strategic communication controlling with scorecards is the only approach or method to achieve an appreciable number of implementations in large German companies in the period from 2003 through 2009. Any implementations in other countries also use the scorecard method according to Kaplan/Norton. It is likely therefore that the approach and methods and instruments established in the DPRG project will in time become standard practice for communication controlling.

The DPRG task force “Value Creation through Communication" drew up expert papers on value drivers, value links and KPIs of communication from 2005 to early 2007. These were loosely based on the Kaplan/Norton Strategy Map and Balanced Scorecard. The aim of this project is to advance consensus and convergence on performance indicators in strategic communication controlling (see Pfannenberg 2010 for analysis in greater depth).

Developed with a modified Delphi method

To create the broadest possible consensus, the white papers were developed using a modified Delphi method. In this process, initial drafts were annotated successively by further experts. Their input was then condensed to a common position by the editor in chief in close cooperation with the experts. This method ensures that the white papers reflect the current state of the art on a discussion topic and provide a robust basis for implementing measures.

Literature (in German)

Pfannenberg, Jörg (2010): Strategisches Kommunikations-Controlling mit der Balanced Scorecard. In: Pfannenberg, Jörg/Zerfaß, Ansgar (Hrsg.): Wertschöpfung durch Kommunikation. Kommunikations-Controlling in der Unternehmenspraxis. Frankfurt/Main: Frankfurter Allgemeine Buch, S. 61-83.

Editors and experts