Framework to support the formulation of models to measure communication

Abstract

Communication managers have in their hands one of the biggest current business challenges by managing high values of the intangible assets of image and reputation. Much on account of the proportional growth of these types of assets in the last decades to the detriment of the tangible ones. These professionals need, more than ever, a comprehensive framework that helps them formulate models to measure the activities under their command. In this testimonial we re-present a model proposed in 2021 in the author's book A Comunicação no Comando.