Introduction

Corporate communications encompasses all the messages and content that organizations put out into the world – whether through public relations, marketing, advertising, or other channels. For today’s communicators, it’s no longer enough to just “get the message out there.” There is increasing pressure to show concrete results and return on investment. 

But how can you accurately measure something as intangible as communications? Unlike sales or website traffic, communication outcomes can be tricky to quantify. Still, adopting the right approach is essential for proving and improving your communication strategy over time. 

In this comprehensive guide, we’ll explore best practices for measuring the outcomes and impact of your corporate communication efforts. We’ll look at setting objectives, choosing key performance indicators (KPIs), using quantitative and qualitative methods, integrating measurement into your strategy, and overcoming common challenges. Read on to learn how to make your communications measurable and maximize their strategic value for your organization.

Why Measurement Matters

Let’s start by examining why measurement matters in communications:

– Demonstrate and improve performance. Measurement provides insight into what’s working so you can double down on effective tactics and course correct where needed. Without measuring results, you’re flying blind.

– Prove and increase value. Tangible metrics make the impact of communications quantifiable. This helps justify budgets and resources needed to support success.

– Align efforts to business goals. Choosing metrics that map to broader organizational objectives keeps communicators focused on outcomes that matter.

– Earn buy-in across the organization. Numbers speak volumes. Measurements can help get leadership aligned behind communications as a strategic function.

– Plan more strategically. Tracking past performance provides useful benchmarks and informs strategies to deploy going forward.

– Adopt an agile mindset. Measurement enables continuously optimizing based on real-time data vs. relying on hunches.

Setting Objectives and KPIs 

The first step to measurement is getting crystal clear on the specific outcomes you aim to achieve. Ask yourself:

– What organizational goals can communications support? 

– How will we know if our efforts are successful?

With goals and desired outcomes defined, identify 2-5 key performance indicators (KPIs) to track for each. KPIs are quantifiable metrics that act as barometers for performance. They should tie directly to your objectives. 

Examples of communications KPIs:

– Website traffic 

– Social media reach/engagement 

– Media mentions 

– Message pull-through

– Lead generation

– Sentiment

Set specific, measurable targets for each KPI that define what success looks like. These provide actionable goals to work towards.

Be selective with KPIs – it’s easy to get overwhelmed trying to measure everything. Prioritize metrics that best reflect results and are feasible to track on an ongoing basis.

Quantitative Measurement Methods

Quantitative data provides tangible, objective measurements. Here are some go-to quantitative methods for communications:

Web Analytics

Your website is a hub for reaching audiences online. Web analytics examine how visitors interact with your site and content. 

Key metrics to track:

– Sessions, users, page views 

– Pages per session  

– Bounce rate

– Traffic sources

– Conversion rates

Segment analytics by channels, campaigns, and audience groups to glean deeper insights. 

Tools like Google Analytics make website measurement easy and accessible. Use the data to optimize content and site design for engagement.

Social Media Analytics

Examining performance on social platforms is crucial given social’s expansive reach.

Areas to analyze for each channel:

– Followers/likes

– Reach and impressions 

– Engagement rate 

– Link clicks

– Sentiment

Compare metrics against competitors and past performance. Set measurable goals around growing followers, engagement, clicks, etc. 

Most social platforms provide built-in analytics. Third-party tools like Sprout Social also help consolidate insights across channels.

Media Monitoring and Analysis

Media monitoring examines visibility and messaging achieved through earned media coverage. 

Ways to measure impact:

– Mentions and articles over time

– Share of voice compared to competitors

– Potential reach/impressions

– Sentiment and key narratives

Use a media monitoring tool to automatically track coverage across print, online, broadcast, and social media. Assess messaging pull-through and outlets to target.

Surveys 

Surveys gather direct, structured feedback from audiences on their perceptions, preferences, and reactions to communications. 

Strategically timed surveys with key segments provide quantitative data on message impact. Gauge awareness, understanding, and attitude shifts through standardized questions measured over time.

Sales and Lead Generation Tracking

For PR and communications supporting marketing goals, track downstream sales and leads generated. 

Analyze web traffic, lead forms, and promo/offer redemptions driven by communications activities. Tie engagement to conversion rates. 

Marketing automation and CRM systems contain valuable data on the buyer journey to inform communications strategies.

Qualitative Measurement Methods

While quantitative data shows what happened, qualitative looks at why and how. Qualitative methods gather descriptive data on perceptions, motivations, and feelings.

Focus Groups

Facilitated discussions with a representative sample of target audiences. Provides in-depth insights on message resonance, attitudes, and emotional responses. 

Use standard discussion guides to cover key topics consistently across groups. Ideally conduct before and after strategy execution to assess shifts.

Interviews 

One-on-one conversations exploring perceptions of the brand, organization, and communications. 

Help reveal deeper nuances within a target segment.Quantitative Measurement Methods

Sentiment Analysis

Examines feelings and tones expressed in online conversations about the brand. 

Tools analyze unstructured text – like social media, comments, and forums – to categorize sentiment as positive, negative, or neutral.

See how perceptions change over time or vary by audience. Identify pain points and brand advocates.

Integrating Measurement into Your Strategy 

With the wealth of data at your fingertips, it’s vital to make measurement an integral part of your communications strategy.

– Set benchmarks – Establish baseline performance for each KPI to compare against over time. 

– Review regularly – Monitor dashboards weekly/monthly to spot trends and adjust accordingly. Create reports to share key insights across the team and leadership.

– Anticipate needs – Plan evaluation mechanisms like surveys proactively to capture impact while strategies roll out. 

– Embed in planning – Look back at past performance and set data-driven goals to inform plans. 

– Educate your team – Ensure staff know what metrics matter and how to analyze them to strengthen strategy.

– Communicate value – Highlight successes and progress against goals with internal stakeholders.

– Course correct quickly – If a tactic underperforms, pause and restrategize vs. continuing to invest.

Challenges and Limitations of Measurement

While communications measurement offers many benefits, it also comes with inherent challenges:

– Intangible impact – Messages can shape brand perceptions and relationships over time in subtle, indirect ways that surveys and metrics don’t fully capture.

– External factors – Market conditions, world events, competition, and other forces beyond your control impact outcomes. Isolating communications’ unique impact can be difficult.

– Short-term focus – Some metrics emphasize immediate tactical outputs rather than long-term strategic outcomes.

– Data interpretation – It takes skill to analyze data contextually and draw meaningful conclusions to inform strategy.

– Measurement overload – Tracking too many metrics can get overwhelming and counterproductive. Stick to vital few KPIs.

– Cost – Certain methods like focus groups and surveys add costs to execute and analyze.

Key Takeaways 

– Adopting a measurement mindset is critical for running an agile, high-impact communications program.

– Start by setting SMART objectives and 2-5 key performance indicators that align to business goals.

– Use a combination of quantitative and qualitative methods to assess outputs, outtakes, and organizational outcomes. 

– Build measurement into plans proactively. Review frequently, report on insights, and course correct as needed.

– Even with inherent limitations, disciplined measurement provides vital data to optimize communications and prove value over time.

Approaching measurement strategically – not as an afterthought – will strengthen the standing of communications across the organization as a function that drives tangible impact.