Tips for effectively measuring the impact of communications - chunk 8

tools or an absence of strong data skills. How can you overcome these barriers? First, identify and measure the metrics your business leaders care about. If your organisation is focused on improving its reputation, your executive team will be interested in the metrics that demonstrate your influence in this area. As Paul Diggins from Santander noted, it might take some work to pinpoint the most important factor: Trying to get the business to identify what outcomes they want is challenging – they still just want a ‘thing’.