Maturity as A Way Forward for Improving Organizations’ Communication Evaluation and Measurement Practices: A Definition and Concept Explication

Authors

Nathan Gilkerson, Marquette UniversityFollow
Rebecca Swenson, University of Minnesota - Twin Cities
Fraser Likely, University of Ottawa

Document Type

Article

Language

eng

Publication Date

8-5-2019

Publisher

Emerald Insight

Source Publication

Journal of Communication Management

Source ISSN

1363-254X

Abstract

Purpose

The purpose of this paper is to propose an explication of the concept of “maturity,” as it applies to communication evaluation and measurement (E&M) practice, along with contextualization of recent maturity model adoption within academic and professional communities.

Design/methodology/approach

Drawing from previous work on maturity models within other fields, recent communication scholarship and industry practice, this paper fills a gap in the literature by offering a theoretical conceptualization of communication E&M maturity, including the construct’s core dimensions and sub-dimensions.

Findings

Communication E&M maturity is conceptualized into four essential elements: holistic approach, investment, alignment and culture. The contribution of E&M efforts is represented as the direct support of corporate strategy, and ultimately increased value, from the communications function. Operational elements of maturity include levels of analysis, time, budget, tools, skills, process, integration, motivations, relationships and standards.

Originality/value

In exploring the factors necessary for “mature” E&M programs, and specifically emphasizing the need for a holistic approach, along with sufficient investment and alignment, and conducive cultural factors, the research builds upon existing work examining how communication can serve to inform corporate strategy and create value for an organization. Greater understanding and application of the maturity concept has the potential to advance the field by increasing both accountability and credibility for the work done by the communications function.

Comments

Accepted version. Journal of Communication Management, Vol. 23, No. 3 (August 5, 2019): 246-264. DOI. © 2019 Emerald Insight. Used with permission.

Recommended Citation

Gilkerson, Nathan; Swenson, Rebecca; and Likely, Fraser, "Maturity as A Way Forward for Improving Organizations’ Communication Evaluation and Measurement Practices: A Definition and Concept Explication" (2019). College of Communication Faculty Research and Publications. 532.
https://epublications.marquette.edu/comm_fac/532