Crafting a nimble, future-forward measurement strategy

Including how to measure with a small team.

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During Ragan’s Future of Communications Conference in Austin last month, Chintimini Meadow Keith, SVP of corporate communications at Bozzuto, moderated a conversation with AARP Enterprise Strategy Director Andrew Bates and Mary Beth McCloy, director of corporate communications at The Goddard School, about how their measurement strategies are evolving next year and beyond.

Here’s what stuck out.

While measurement and ROI can get you that coveted ‘seat at the table’, your outcomes are only effective when you bring leadership the information that they want to know. And the truth is, your leaders aren’t always sure what that is.

“Do you have a senior leader who says, ‘We send too many emails’?” asked McCloy. “OK, well we need to know how to track that. Do we institute a tool that helps us manage open/click/read rates or do we do some frequent pulse surveys of our employee base or our constituents? Build your toolset from there.”

Starting with what you want to achieve, then building out metrics around that, is the move. This means auditing, taking note of what you have, and asking what the leadership team needs to know to show the value of the comms function.

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