Measuring communication works

03 December 2018
Some thoughts on measurement
• measure
• noun | mea·sure·ment | \ˈme-zhər-mənt, ˈmā-\
• a basis or standard of comparison
• to find out the size, extent, or amount of…
• Measurement has become absolutely critical to progress and
improving our quality of life.
• Measurement helps us establish a baseline figure of where we’re at a
single point in time and gives us the ability to identify any change into
the future.
• Measurement is used as a feedback loop in order to drive progress
toward a clearly defined goal.
LEWIS
WHEEL
Six parameters for measuring communications plan
• Did my target audience receive my communication(s)?
• When did they access my information?
• How much of my information did they “digest”?
• Did my target audience understand what I was trying to say?
• How can I tell?
• Finally, how can I make my next interaction with my audience more
compelling?
Output matrices-external
• Overall volume of coverage
• Total ‘opportunities to see’ or
impressions
• Percentage of coverage that was
favourable / neutral / unfavourable
• Percentage of articles that
delivered key messages
• Percentage of articles that featured
spokespeople or celebrities
• Percentage of target media with
coverage
• Facebook followers; Facebook likes;
Twitter followers; Twitter retweets
Internal-KPIs
•Reach: How many employees
are you reaching?
•Engagement: How are
employees engaging with the
content?
•Behaviour: What are employees
doing differently?
•Impact: On performance,
productivity, employee
engagement, retention, etc.
Measuring impact
• It is difficult to measure impact of communication work, however, can be
done: Metrics include perception audits, social media sentiment analysis
and, in some cases, lead generation.
• Contribution versus attribution debate
• Outcome measurement may be an option:
• KAP analysis (Knowledge, Attitude, Practice)
• Influence spectrum:
What we can do?
• All advocacy, partnership, engagement, communication, campaign
and social media efforts should have measurement indicators
• M&E should help all teams to develop these indicators
• Communication indicators in EPR are not defined clearly

• Next step
• A team should be developed with clear TOR and action plan and
integrate those with EPR and other project activities relating to
communication