With great power comes great responsibility. If communication is part of the product, it needs to demonstrate its value.
The marketing side of the house is more advanced than the PR side when it comes to measuring impact. Marketing is closer to the end result — sales, which are the quintessential impact measure.
Executives have looked up from the marketing quarterly reports and asked PR, “How do you prove your effectiveness?” And they aren’t satisfied with open rates and page views — measures of activity, not impact.
Internal communicators and PR folks are getting with the program. Digital media communication leaves a lot of data around, just waiting to be analyzed by the curious types who make up the profession.
It’s time to bridge the gap.
Social media channels, which spew data like a fire hydrant, have helped us learn a lot fast. A broad spectrum of society uses social media. Their actions are recorded and provide good indicators of human reaction to communication stimuli. In […]
While preparing this morning for a staff meeting, I delved into Google Analytics to see how many people had visited our new online magazine site. I was disappointed by the numbers. During the meeting, I decided to put the Analytics on […]
Clampitt, P.G. (2004). Communicating for Managerial Effectiveness. Thousand Oaks, Calif.: Sage. Clampitt suggests that effective communication is like dance, with partners passing messages back and forth, learning about each other and co-creating meaning. It is an ongoing process, rather than […]