Why listening is the key to effective comms measurement - chunk 5

the impact of their work. In today’s difficult economic climate, with team budgets and headcounts under threat, it has never been more crucial for comms teams to showcase their business value effectively. “People are saying to comms, ‘prove your worth’, so measurement has become even more critical.” Comms leader Outputs vs. outcomes Over the last few decades, communicators have made big strides with measurement, effectively developing a common set of metrics to assess performance, including surveys, engagement rates, click-throughs, readership and online traffic. However, while this data provides valuable insights into comms activities and outputs, it only reveals part of the picture.