Measuring communications


Just a couple of days ago, I received a brief for an important human resources communication related to career development. When I enquired if there was a measurement metric in mind to understand if the program was successful or not, I was greeted with a wry smile. There was none. “Could we measure the hits to the site?” was the apology of a response. My recommendation was to conduct a pre-campaign study on awareness, back it up by a measurement criteria on the number of takers for the program followed by a post-event survey. At times, one would even have to put out an expectation of the program, be it the number of registerations or the visits to the page…which I feel are soft measurements but still needed to have a direction.

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