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.