In his recent podcast, Shel Holtz quoted the lack of measurement planning as the biggest `showstopper` in the many award entries he gets to judge. What applies to award entries is true for every communication program. Considering metrics at the end of your program will give you data that are readily available, but do not [...]
There is nothing more relevant to the communications function than contributing strategic value. Yet, over 40% [1] of communication professionals find it difficult to link business strategy and communication, let alone showing their impact on business results. That`s not surprising. Most measurement focuses on tracking output instead of outcomes. And output metrics do not correlate [...]