Typical tools for assessment of communicative performance

Concepts like reputation, recognition, legitimacy, visibility, image, popularity, trust and others are frequently used in describing how successful an organization's communication has been in describing properties and qualities of its activities. In this paper we seek to schematically address some of these concepts as they often appear in current communication/PR, organizational and sociological research to examine what qualities and criteria these concepts tend to refer to. By way of situating our discussion in a broader context of how a neo-institutional perspective understands organizational performance, we seek to identify and suggest some of the central qualities of the most popular concepts. We combine then the different qualities these concepts invoke and suggest a model that can be used in a more accurate discussion of an organization's communication.