Most businesses entered 2020 with significant optimism about their revenue forecasts, buoyed by strong economic growth trajectories in the industrialized economies. Then the world changed before our very eyes.
The purpose of this eBook is to lean into the problem and focus on the measurement and evaluation of communications effectiveness. We will strive to demonstrate how professionals can move from merely monitoring their media coverage and brand mentions to surfacing high-value business intelligence that delivers meaningful insights. The key take-away for communications professionals is to focus on linking the performance of the communications function to the company’s strategic business objectives, an exercise that may require the combination of sound media measurement and evaluation with the use of creative analytics and reporting to make the most persuasive case to corporate executives.