What is measured, is improved

Your communication journey starts with proper planning. A communication strategy is based on 4 axes which culminate in the measurement and evaluation of results:

• communication: inform about your projects and results.

• dissemination: describe and make available the results.

• exploitation: use the results.

• results and inherent evaluation.

What is measured, is improved

Peter Drucker

By laying the foundations for "what you want to achieve" on the path to "where you want to go", when defining your communication objectives you will have to identify the indicators to measure the performance of your strategy and the intended and achieved success.

How has your communication journey been going? Is there still room for improvement?

It is essential to have an initial baseline against which to evaluate and compare the effectiveness of the results achieved. A questionnaire/survey, the number of visits to your website, or social media statistics can be used as benchmarking.

Evaluating your communication activities and understanding benchmarking their effectiveness is the ultimate step in a successful communication strategy. The 3 key moments are:

• before starting your activities, when choosing your indicators

• during implementation, when monitoring your performance

• after implementation, when your activities have been carried out

The proper identification of KPIs, and performance indicators, is essential to measure your success gradually and consequently improve your communication strategy.

What is a performance indicator and how to choose them?

A performance indicator is a quantitative or qualitative criterion that measures the success of your communication activity. Here are some examples:

• the number of participants who attended a physical or digital event.

• the number of comments on a publication.

• the number of unique visits to a website.

• the number of news items published in the media.

Indicators tell you whether you are succeeding or not. Make sure your communication objectives are always consistent with your indicators. The more specific they are, the more effective your evaluation will be.

A well-conducted evaluation will provide you with feedback and ideas for your new activities on your Communication Journey. Adapting your activities based on the data collected will improve your reach with key audiences and maximize the impact of your communication activities.

Call us at +351 919 923 752 or send us an email at rui.martins@prmarketingstrategy.com to arrange an initial meeting.