How can the power of data transform the impact of your communications? Rachel Tolhurst, Head of Internal Communications at leading infrastructure services and engineering firm, Amey, answered that question and more during our latest Sequel Presents webinar.
Rachel is a firm believer in the power of measurement. She offered plenty of advice on how communicators can turn raw numbers into powerful insights.
Her tips included:
Tracking the success of your communications campaigns and channels is the first step towards improving them, so embrace feedback, good and bad.
Monitoring hit rates is a start, but the real value comes from deep diving into whether your message or campaign had a positive impact. For instance, did it result in raised awareness of brand values or increased use of the service you were promoting?
Log the themes covered in each article or campaign, so you can better see which subjects, lengths or styles of article are popular and worth investing time in.
Use it to log your measurement and to turn raw stats into simple graphs that quickly identify insights, trends, successes and problems.
While measurement is a powerful tool for communicators, there is no substitute for instinct. Good communicators retain their creativity while embracing robust measurement.
People won’t keep responding if you ask their opinions but don’t listen or take action.
Using it to offer proof that your work has a real impact will help you to become even more of an influencer in your business.