While communicators speak a language all their own, data is the language of business. That means it’s incumbent on you as a communicator to quantify your efforts if you hope to clearly share your business contributions with those who don’t speak the language of comms. When comms professionals are empowered to express their impact through data, corporate communications can be elevated, integrated, managed and enhanced to meet an organization’s business priorities. You can communicate the performance of your efforts, too, by committing to a framework that conveys your value in absolute terms while acknowledging other data points in the business.
Comms measurement helps professionals in this space prove their value and improve their strategy. But it all begins with research.
Research and setting definitions
Why doesn’t every communicator consider measurement to be an exercise in research? It’s an integral part of communications, and executives who fund comms efforts demand quantitative action. Many communicators seek to comply but don’t know how to quantify their performance, while executives don’t know enough about comms and relevant data to provide solid direction. Stress and strife abound.