How corporate identity drives corporate communication goals.  

I’m trying to dig on the first of the Barcelona Principles of Measurement: “The Importance of Goal Setting and Measurement”. They were established in 2010 to systematize the best practices on PR measurement techniques all over the global PR community.

I’m approaching this issue by comparing objective and subjective values within a broad corporate identity framework.  Objective values can be deduced from the objective allocation of resources and sources of income, namely, the financial statements. While people encode values by means of narrative structures of a symbolic character.

• What is the relationship between the objective values provided by the financial statements of Facebook, and the subjective values provided by the narratives of the users?

The purpose of the interviews is letting the participants generate/reproduce narratives about the company of interest to identify the predominant values. Every value must receive a score measuring the intensity with which it was regarded by the participants. This way we could compare them with the relative budgetary weight of the objective values provided by the financial statements.

Challenges:

They’re abundant : I’ve just found four papers on corp. comm. goal setting. The load of information provided by five interviews is far from enough to make me feel comfortable with the findings. I may need to use mixed methods in the future to extract more information after the regular interviews from the participants. Another solution would be working in a new longer sharper questionnaire.