期刊名称：Athens Journal of Mass Media and Communications
电子版ISSN：2407-9499
出版年度：2022
卷号：8
期号：2
页码：107-130
DOI：10.30958/ajmmc.8-2-3
语种：English
出版社：Athens Institute for Education and Research
摘要：This research is motivated to advance our understanding of measurement challenges in communication practice and coping strategies from a global perspective. To do so, we relied on data from a global online survey of communication practitioners in more than 20 countries, which result in five country clusters for final analysis and comparisons. Communication practitioners across investigated country clusters shared different strategies used to cope with measurement challenges. Our results also confirmed that certain leadership qualities (i.e., strategic decision-making, possessing communication knowledge) are particularly important in managing measurement challenges. Our findings provide solutions, leadership skills, and prioritization to improve the measurement of communication effectiveness.
