At Retriever, we work to make the communication goals of companies and organizations measurable, realistic and insightful in order to ensure the best result for your communication measurement.
We do this based on AMEC's (International Association for Measurement and Evaluation of Communication) principles within communication measurement. These are called the Barcelona Principles 3.0.
So how do you best evaluate your communication?
- Principle 1 - Setting goals is an absolute prerequisite to communications planning, measurement and evaluation
- Principle 2 - Measurement and evaluation should identify outputs, outcomes and potential impact
- Principle 3 - Outcomes and impact should be identified for stakeholders, society, & the organization
- Principle 4 - Communication measurement and evaluation should include both qualitative and quantitative analysis
- Principle 5 - AVEs are not the value of communication
- Principle 6 - Holistic communication measurement and evaluation includes all relevant online and offline channels
- Principle 7 - Communication measurement and evaluation are rooted in integrity and transparency to drive learning and insights
How do you work with the seven Barcelona principles?
Let's look at the first Barcelona principle, "Setting goals is an absolute prerequisite to communications planning, measurement and evaluation", and how this is used here at Retriever.
In a newly started collaboration, we have a conversation about your wishes for your communication measurement;
What is it that you would like to achieve with your communication and how can your communication measurement reflect this?
We are also interested in hearing how we can help you on the right path with the evaluation of relevant focal points. It could be that you have several core messages that you want to make your mark on, or you have a goal that your management should act as experts in your focus media.
In order to achieve the best result, it is therefore important that your communication goals are specific, measurable and realistic. This is crucial for the communication measurement and the value you get from Retriever's tools.
Barcelona principle number three, "Outcomes and impact should be identified for stakeholders, society, & the organization", also plays an important role in communication measurement:
What do you want to achieve with your communication strategy, and how do you want to influence your stakeholders, the media and possibly your customers? And how can we demonstrate this effect of your work?
At Retriever, we work with analysis of both editorial and social media, but we also have the option of including external data to demonstrate the effect of your communication work on the population and/or your desired target group, and how this affects their attitudes towards your reputation. By including analysis of other types of data than media data, it becomes possible to gain insight into whether your communication efforts work as intended and whether you hit the desired target group with your messages.
This brings us on to Barcelona principle number four: “Communication measurement and evaluation should include both qualitative and quantitative analysis”.
At Retriever, this principle covers how data is processed. We work with quantitatively processed data and qualitatively processed data. Quantitatively processed data roughly covers statistics, while qualitatively processed data focuses on quality and effect. By working with both methods, you gain greater insight into your media coverage.
The last Barcelona principle that we will touch on here is number seven, namely: "Communication measurement and evaluation are rooted in integrity and transparency to drive learning and insights"
Communication measurement and evaluation should be an integral part of the communication work, where you learn from the data that is collected and take these new insights on board. We at Retriever therefore hope that our work can help create new insights that create value for you and make your future communication work easier.
So how do you best evaluate your communication metrics?
In conclusion, it is worth mentioning that there is no "one size fits all" when it comes to measuring and evaluating your communication. We are therefore ready to help you achieve the best possible solution in relation to your needs for communication measurement.
You can also read more about the Barcelona principles här.
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