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indicators reflecting the effectiveness of communication activities.
The formation of a
system of indicators that evaluate communication projects is accompanied by the
ranking of such projects according to their value and the benefits obtained for
determining the highest priorities.
The methodology for general assessment of opportunities is one of the most
developed methodologies for assessment of communication activity, but it cannot be
widely used in companies from different industries, as it is owned by a consulting
company.
The Balanced Scorecard (BSC) system is a progressive methodology for assessing
the effectiveness of the organization and its individual subsystems.
The balanced
system of indicators - a method of company management, oriented to corporate
strategy. Within this method, a system of financial and non-financial indicators
reflecting its activity is built at all levels of management of the entire staff of the
company.
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The multifaceted impact of the organization's activities is due to the "balance" of
the system of indicators.
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-T he BSC indicators cover the company's activities at all levels of management,
from the lowest level managers
to the top managers;
- Both financial and natural indicators are used;
- The influence of both internal and external factors is taken into account;
- A balance of indicators is reflected, reflecting the tangible and intangible assets
of the company;
- Strategic indicators are complemented by operational ones at all levels of
government;
- The cost structure of the enterprise must contain in each article the amount of
indicators in proportion to the importance of this article for the formation of the cost of
production.
The balanced system of indicators provides the managers of the company with the
necessary indicators for the activity of the company, taking into account its strategic
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[ Липунцов Ю. П. Управление процесами – М.: ДМК Пресс 2005 г. с. 214.].
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goals. According to the authors of the system, the company's
activity in terms of
financial indicators alone is destructive, as it relies on events and trends from the past.
When building a balanced system of indicators, four main blocks of issues are
taken into account
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1. The financial policy of the company;
2. The policy
regarding the outside world;
3. The internal policy of the company;
4. Personnel policy;
The financial indicators, as already mentioned, reflect past events, and the
indicators related to the "Markets / Customers", "Internal Business Processes" and
"Personnel" blocks show the current situation in
the company and the current
trends. The four main blocks of issues, the interrelationships between them, as well as
the general scheme for developing a strategy by the company are reflected in Figure 1.
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