Measurement is a necessary evil…so it’s good to know what works.

There are so many things that influence the way companies and the people within it are perceived.  Proving that the whole communications discipline is a lot more complex than some may realise.

One Communications lead suggested, 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?

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

Which one of these outputs, if any, is the most powerful when tracking and measuring your communications activities?
Chart
19%
Media reach/circulation
4%
Number of impressions/OTS
15%
Share of voice
46%
Tone/sentiment/favourability/messaging in general
0%
Post, tweets etc
0%
Advertising TARPs
8%
Sales/new business leads
0%
E-marketing volume/click through/clicks per mille (CPM)
8%
None of the above…here’s what we find most powerful…

 

Leave a Comment

Your email address will not be published. Required fields are marked *