Approach Quote by James E. Grunig
“The main reason to measure objectives is not so much to reward or punish individual communications manager for success or failure as it is to learn from the research whether a program should be continued as is, revised, or dropped in favor of another approach”
About This Quote
Source Book: Excellence in Public Relations, James E. Grunig, 1992
Measuring objectives should guide learning and program decisions, not just reward or punish.
In simple terms: Metrics guide learning, not just rewards.
Key Takeaway
Use data to improve programs.
Themes
evaluation
learning
program management
Mood
analytical
pragmatic
Type
academic
professional
When to use this quote
- project assessment
- policy review
- strategic planning
- budget allocation
Key Concepts
communication theory
organizational learning
Questions to Reflect On
- What criteria best reflect program success?
- How can feedback loops be improved?
A Different Perspective
Metrics can be misinterpreted without context.
