Typical tools for assessment of communicative performance

Abstract

Concepts like reputation, recognition, legitimacy, visibility, image, popularity and others are frequently used in describing how successful an organization or its activity has been. In this paper we seek to address some of the concepts used for assessment of political communication and examine what underlying qualities and criteria these concepts refer to. By way of situating our discussion into a broader context of how neo-institutional perspective understands organizational performance we use a two-dimensional framework to identify and illustrate the essential qualities of the most popular concepts. We combine then the different qualities these concepts invoke and suggest a model that can be used in more accurate evaluation of not only (political) communication but also other types of organizational activities.