The state and future of evaluation in corporate communication: an overview

Abstract

Measurement and evaluation (M&E) is central to demonstrating how corporate communication creates value for organizations. Despite decades of professional and academic efforts to establish standards and frameworks, studies suggest that practitioners continue to apply these inconsistently. This overview outlines key evaluation frameworks, highlights common pitfalls in implementation, and examines how contemporary developments such as digitalization and artificial intelligence (AI) are changing the field. We make the case that evaluation should be a management practice that supports learning, adaptation, and more informed decision-making.