Learn why it is important to set goals and measure communication in our interview with Per Lorentz, vice President, Corporate Communications at Essity.
Start simple, and feel free to enlist the help of someone who can. When I started to take an interest in this over 16 years ago, I had a knowledgeable and interested analyst in the same workplace with whom I could pitch ideas.
Regardless of size or focus on operations, start working directly with clear, measurable and relevant goals that have a strong connection to the core business and then refine continuously. Do not wait for strategies to be developed or perfected first.
You have everything to gain from working with an external provider of analytics and data. The usual thing is that you take external help, in this case Retriever, which knows measurement better. Work in transparent collaboration with your supplier, then it will be faster and become a better product.
Let the goal work take its time! Data and analysis can be outside the comfort zone for many communicators, so it can take time to understand how the goals should be formulated and what levels are relevant. The reward is that you get a model that lasts!
When working actively with analysis and follow-up, you should be prepared that it costs time and money.
Play it cool – there are long cycles in press work. Dare to stand by the goals.
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