ABSTRACT
This chapter discusses measuring communication and presents a model of how to think when explaining the value of and measuring communication. It also presents the Communication Value Circle (CVC) model, which has great merit and gives communication professionals the opportunity to advance their positions in organizations. The big question is why the value of communication, or rather communication professionals, is often questioned. The research project Communicative Organizations clearly shows that communication is seen as important and necessary for driving success. CVC places the organization’s overall strategy at its core. Management contributes with four general operational goals or values: material and immaterial resources, room for maneuvering, and opportunities for development. The communications function uses these four values as the basis of their operations, which leads to four general and overall communication objectives: enable daily operations, build immaterial values, ensure flexibility and adapt the strategy. The communication objective “enable daily operations” means to enable and strengthen the daily operations of the organization.
