Commandment 5

Datafied: Research, Measure and Evaluate
  • Ralph Tench
  • Dejan Verčič
  • Ansgar Zerfass
  • Ángeles Moreno
  • Piet Verhoeven


In a professional environment research is indispensable. Successful strategies depend on research and so does the evaluation of the success of policies and interventions. Additionally the amount of data and information has grown exponentially in the last decades. Today’s question revolves around what to do with all this data? How do we analyse and interpret this plethora of information? All professions have to deal with these new phenomena of overwhelmingly available data, but for strategic communication and public relations this is even more important since basically we are in the business of information processing. Good fundamental and applied research is getting more and more important for the high-performing communication professionals.


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Copyright information

© The Author(s) 2017

Authors and Affiliations

  • Ralph Tench
    • 1
  • Dejan Verčič
    • 2
  • Ansgar Zerfass
    • 3
  • Ángeles Moreno
    • 4
  • Piet Verhoeven
    • 5
  1. 1.Leeds Beckett UniversityLeedsUnited Kingdom
  2. 2.University of LjubljanaLjubljanaSlovenia
  3. 3.University of LeipzigLeipzigGermany
  4. 4.Universidad Rey Juan CarlosMadridSpain
  5. 5.University of AmsterdamAmsterdamThe Netherlands

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