How to smite your foes with data, or why I learned to love metrics—and you should too

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What You’ll Learn:: 

The statistics are grim for internal communicators.

Seventy-five percent say internal comms doesn’t receive same capabilities or budget as marketing and sales or PR.

And only 17 percent of internal communicators were “satisfied” with how they measure.

Why? The top reason is that internal communicators don’t collect enough useful data, says Chris Close of JLL Americas (also known as Jones Lang LaSalle).

Get a grip, already. During this session, you'll learn how to:

  • Understand the difference between measuring outputs and outcomes—and the connection you need to make between both
  • Get practical tips on how to collect data
  • Analyze the data you collect and tackle issues such as how to set a baseline for future measurement
  • Understand why your communications preference survey doesn't really tell you what you need to know
  • Find out the partners you need to do a data-driven audience analysis
  • Prove a tactic doesn't work anymore—and why another tactic deserves a greater investment
  • Report your data in a way that your stakeholders, especially senior executives, will embrace.

Set your communications agenda as you quantify what works—and, just as important, what doesn't. Show how your communication supports your organization's goals. And gather the hard facts to tell the befuddled bigwigs why their opinions about communication are wrong (nicely, of course).

Start with Ragan Training.

June 2014

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Presenter bio: 

Chris Close is director of internal and executive communications at Jones Lang LaSalle Americas.