Which one of these outputs, if any, is the most powerful when tracking and measuring your communications activities?


UK Corporate Comms Directors value tone, sentiment, messaging and favourability the most
Sample: c400 UK-based Senior Communications Directors, February 2019

Whitney Murray, a leading Recruitment and Executive Coaching firm ran its second Pulse showing that Corporate Comms Directors rely on tone, sentiment messaging and favourability as the most powerful outputs for tracking and measuring their communications activities.

That said, 19% said media reach and circulation hold influence while 15% put it down to share of voice.  Interestingly, no one selected E-marketing, Posts/Tweets or Advertising.

One Senior Comms Director commented “With a bad news story, sometimes it's just not possible to get off the stage completely. The tone of the coverage is what matters then, as damage limitation. If you've made a mistake, is there genuine remorse from the highest level? If sales or profits are down, has your message succeeded in allowing customers to understand and accept a positive reason, that preserves their goodwill towards you?”

Another Director observed, “Quality over quantity is essential. While focusing on messaging and tone of voice is hard to gauge, so many tools that simply track quantity lead to false positives” while another suggested good could look like “An integrated dashboard drawing on a blend of outcomes and outputs.”

Perhaps the last word sits with this Director who summed up, “Net favourability of sentiment still the best measure of strengthening reputation.”
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