Institutionalization and Evaluation of Corporate Communication in Italian Companies

A process of institutionalization of the communication function in complex organizations has been gradually taking place for several years and the evaluation of the results of the communication efforts is a factor that supports that process. The aim of this article is to test these hypotheses using the results of a survey conducted in large Italian private and public organizations. To this end, we will examine certain indicators of the processes of institutionalization of communication, the spread of certain criteria of evaluation of communication and, in particular, the relationship between evaluation and institutionalization. The specific hypothesis is that evaluation of the results of communication supports the spread of its use and the strengthening of its role in the strategic management of companies and, thereby, its institutionalization 1 1In this article, the paragraphs dedicated to “Survey Design” and “Conclusions” have been written by Emanuele Invernizzi; the other three on “Institutionalization and Evaluation: Theoretical Approaches,” “Trends of Institutionalization,” and “The Relation between Institutionalization and Evaluation of Communication” have been authored by Stefania Romenti. .