Just like the managers of other business functions, communicators need to measure how effective our work is. However, the metrics need to be ones that we can act oneither to keep doing what we’re doing or to know what and how to change.
What you probably need to do is direct audience research in addition to the best type of clip analysis available. For example, do research with customers/prospects, financial analysts, trade reporters, business reporters, potential recruitment candidates, etc. to identify their level of awareness of your company’s name and reputation in comparison to those of your competitors’.
How to carry out a communication audit depending on your organization’s need and budget, starting with observational metrics before qualitative and quantitative research.
When budgets are tight and times are tough, what key measurements should communicators still focus on in order to demonstrate they are being effective and efficient?
Here are some effectiveness measurement tools to assess your city’s corporate plan.
Just because some employees technically have access to online information doesn’t mean that their jobs make it likely, or even possible, for them to read it online.
Five approaches to weighing up the cost versus value of employee communication programs
Most senior executives know how to run an organization, but few understand how to use communication. No surprise, then, that they understand even less about communication metrics. Yet they can be stubborn about having you measure what they want, even though it may not help them reach their objectives.