| Abstract [eng] |
The results of scientists conducted researches show that audiences are less confident, more suspicious, sceptical. It is more difficult to achieve them by using traditional communication tools. This is the reason why organizations should respond approprialy to these changes: to analyze the needs of target audiences, create clear messages and select the appropriate communication tools to transmit these messages. The scientist of communication field suggest organizations to pay attention to the integrated communication – the connection of public relations and marketing. The purpose of this connection is to achieve the objects of organization. The integrated communication is defined as connection of public relations and marketing into a single function in order to align the processes of planning, creating and transfering the messages in various forms and ways for building the two-way relations between organization and it‘s target audiences. The planning of IC is very complicated process. Therefore it is important to take into account the main characteristics and by using them to create IC strategy. IC strategy includes the following major steps: IC strategy goal setting, strategy conception test, target audiences determination, organization messages creation, tactic and tools selection, effectiveness evaluation. Organizations have to invest more into IC effectiveness evaluation. It can be done before the realization of communication program (to evaluate the possible effectiveness of planned processes) or after that kind of program (to perform the effectiveness evaluation of achieved results). One of the universal methods of communication effectiveness evaluation is communication method. The results of this method show how organization is communicating today, how it could communicate in the future and give the direction how to achieve this object. The objective of this work is to analyze the main criterions and methods of integrated communication effectiveness evaluation and to define the application of these methods for integrated communication evaluation. There are some goals set in this work: to analyze the importance of integrated communication strategy for the organization; to analyze the main criterions and methods of integrated communication effectiveness evaluation; to define the main characteristics of communication audit method and the application of this method for integrated communication evaluation; to analyze the principles of communication audit method. After analysis of literature it is obvious that communication audit is one of the most suitable methods for IC effectiveness evaluation. The results of research show that organizations do not have enough information about communication audit method. It is noted, that organizations do not perceive the usage of communication audit method. This is the reason why they select other methods to measure IC effectiveness. Communication audit is universal method and it has the potencial to become one of the most often applicable methods for IC effectiveness evaluation. During research there were some factors determined which could motivate organizations to use communication audit more often. These factors are: the perception of communication as management function; the spread of integrated communication; the spread of communication audit as a service; the application of foreign organizations practice in lithuanian organizations; the increase of communication budget; public and real examples how IC effectiveness is changed after communication audit and after it‘s results are applied to improve communication; public and real examples about other organizations successful results which is achieved by doing communication audit. |
