The C-suite doesn’t need you to read your comms dashboard back to them

Let’s say your new platform’s launch email hits a 90% open rate. But weeks later, you might turn around to discover that a pulse survey shows fewer than half of employees understand what the platform launch changes for them.

Johnna Muscente, vice president of communications and PR at Corcoran, told attendees at Ragan’s Communications Measurement Virtual Conference that this is a common comms conundrum.

“Comms teams don’t have a data problem,” she said. “We actually have an insights problem. Measurement isn’t really about how much data you have; it’s about what you do with that data.”

Muscente added that before communicators build out a new measurement plan, they should audit the one they already have.

“Look at every metric that you currently collect, and just ask yourself, what does this number actually tell you?” she said. “An open rate on an internal email, for example, says something about initial reach. But it doesn’t tell you whether employees understood the message.”