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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. Adopting a ‘measure everything approach’, resulting in an overwhelming amount of data across different platforms. Difficulties analysing data because of a lack of time, good 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.
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