En busca de un marco para medir el valor intangible de la gestión pública. Análisis de casos prácticos de evaluación del “valor público”
DOI:
https://doi.org/10.24965/gapp.v0i19.10446Palabras clave:
Comunicación Administración Pública, bien intangible, evaluación comunicación, valor público, impacto comunicativoResumen
¿Qué aporta a la sociedad la gestión de la Administración Pública y cómo se puede medir? El artículo tiene como objetivo identificar qué aspectos tiene que tener en cuenta un gestor público para diseñar la evaluación ad hoc del valor público intangible que tiene su gestión. La metodología triangula el análisis conceptual con la observación empírica. Se identifican y exploran relaciones entre los planteamientos sobre la evaluación de las relaciones públicas y comunicación organizacional, bienes intangibles y la corriente denominada Public Value. Con las conclusiones de esta exploración se elaboran unos criterios el análisis de casos prácticos, es decir, se realiza un meta-análisis de action-research. El análisis revela que evaluar la gestión pública con el enfoque del valor público intangible implica registrar tanto el comportamiento de la organización como la reacción de la sociedad y, por tanto, computar efecto acumulado, pudiendo así proporcionar medidas del impacto; facilita además calibrar la brecha que hay entre gestión real y gestión percibida, así como explorar sus causas. Por último y en consecuencia, se explicitan los niveles, áreas y enfoques que ha de tener en cuenta un líder público para la evaluación de su gestión.
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