How to measure the impact of communications during COVID-19
Many organizations have overhauled their master plans for outreach and engagement because of the crisis. If you have done so, how can you gauge your recent efforts’ success? We can help.
A lot of careful planning has been abandoned in the face of a global pandemic.
Being flexible is good. It enables an organization to stay in touch with community stakeholders and participate in the conversation around an all-consuming crisis. However, determining what parts of your new strategy have been effective can be tricky.
A good measurement strategy is based upon expected outcomes. You outline what effect you hope to have before executing a plan, and then establish systems to measure key performance indicators.
The problem in the current circumstance is that you might not have set out to monitor the indicators that you now need to evaluate your strategy.
Tamra Johnson, Assistant Vice President of Public Affairs for American Property Casualty Insurance Association
Jennifer Rankin-Byrne, Vice President of Corporate Communications for PBS
This dilemma is the focus of PR Daily’s Media Relations & Measurement Virtual Conference May 14–15. You can join us from the safety and social distance of your home office and hear from industry experts who are working through these problems in real time.
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