Thoughts
Communication will no longer be measured by measurement
In its 2017 Global Communications Report, the USC Annenberg Center for Public Relations asked communication executives how they felt public relations could increase its value to organisation. Interestingly, measurement of results was not their top choice (34%). Overwhelmingly, they selected demonstrating how PR achieves business objectives (77%). “This is the area where the profession continues [...]
Planning for measurement
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 [...]
Stepping outside of communication to link to business results
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 [...]