Professor Jim Macnamara - Evaluation and Organisational Listening, UTS:FASS Research
What are you currently researching?
My research is in the broad area of public communication which is advertising, public relations, government and political communication. Specifically in that I look at two areas, the first area is the evaluation of campaigns because it is very important to judge their effectiveness and the second area, is a relatively new area, where I am looking at organisational listening because so much focus is on organisations speaking, organisations running campaigns to express their voice but I am find organisations are not very good at listening.
Why do you think this is important?
Evaluation of communication is very important because worldwide companies and governments spend more than half a billion dollars a year on advertising. Just in Australia alone state governments spend one hundred million dollars a year, so whether that’s effective is very important. So evaluation is critically important to avoid wastage of tax payers and investors’ money. And I believe organisation listening is very important because I think what we are seeing with the Trump election in the US, the Brexit vote in the UK, hung parliaments in Australia is that people are dissatisfied with a lot of organisations. One of the reasons we are finding for that is that these organisations do a lot of talking to people but are not listening adequately.