University strategic planning: application of the balanced scorecard to international public relations/communications programs

The complexity of rapidly changing technology and global events makes it critical for managing international public affairs today to analyze several areas of performance simultaneously. Robert S. Kaplan and David P. Norton of the Harvard Business School found that strategic planners recognize that a single measure of performance fails to provide a clear focus on the critical mission of an organization. After reviewing the performance assessment of 12 companies, Kaplan and Norton developed a set of innovative measures known as the “balanced scorecard” that provides strategic planners with a comprehensive view of the corporate mission. The balanced scorecard includes traditional financial measures coupled with operational measures on customer satisfaction, internal processes, and the organization’s innovation and improvement activities. This article extends this concept to the university context, in particular to internationalpublic relations/communications programs.