On 9 and 10 February 2009 Gellis Communications participated in the International Association of Business Communicators (IABC) Europe and Middle East Region’s annual conference, hosted by the Università della Svizzera italiana (USI) in Lugano, Switzerland (www. eurocomm2009.com). Gellis gave a presentation entitled Result-Based Communications: Some Examples Taken from EU Public Policy Communication.

Gellis called for a paradigm shift in the evaluation of the effects of any communication activity, emphasising the need to move from a traditional input/output and readership/viewer perspective towards a more comprehensive approach, which takes into account the ultimate strategic goal of the client.

In order to fulfil this aim, Gellis has developed an in-house methodology which cuts across different disciplines to measure the contribution of communications to the achievement of the broader policy/business goals of any organisation.

The full presentation can be downloaded here.