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still a challenge,” as one leader expressed. By sharing strategies from their organisations, our roundtable highlighted solutions to overcome the measurement challenge. We’ve outlined some below to help you approach this essential topic. Why is functional measurement so challenging? The very nature of the comms function makes measurement inherently challenging. As leaders noted, quantifying concepts like trust and reputation isn’t straightforward. You can’t easily break them down into bitesize statistics – which your business leaders might find easier to digest. Other challenges shared include: A tendency to focus on outputs rather than outcomes.
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