Measuring & Evaluating Communications

About

It is important to measure and evaluate the success of your organisation’s communications in order to understand how effective your past initiatives have been and what direction you need to take in the future.  The Inaugural Measuring and Evaluating Communications Forum features a range of communication practitioners who will delve into the importance of measuring and evaluating communications and will offer practical advice which you can put straight into action when you return to your organisation.

Featuring representatives from PRINZ and speakers from a range of organisations including NZ Army, Ideas Shop and Intergen, this Forum will help you understand the implications of your communications and will show how measurement and evaluation techniques can help improve and track your communications both internally and externally.

Agenda

Agenda: Day 1

8.30

Registration & Coffee

9.00

Opening remarks from the Chair

Anna Kominik, Partner, Ideas Shop

9.05

Case Study: Proving the value of communication in the NZ Army

It is difficult to quantify the importance of communication to your organisation but measuring communication outcomes is crucial to being accepted as a strategic communications advisor.
• The ability to show ROI - a powerful tool for communication professionals to have, helping you assert the value of the communication team to the executive and the board
• Ensuring your communication plans link to organisational goals and strategies

Kimberley Brady, Communications Manager, NZ Army

9.55

Developing a communications measurement and evaluation strategy

• Where to start when you are developing a communication measurement strategy
• How can you build measurements into your internal and external communication planning?
• Snapshot measurements provide useful metrics which quantify the effectiveness of your communications
• Measurements and evaluation can show that time spent on communication has led to change i.e. behaviour, which in turn can be translated into a financial value
• Insight into global developments occurring in communications

Catherine Arrow, Board Member, Global Alliance for Public Relations and Communication Management; Representative, PRINZ

10.40

Morning tea

11.00

When and how should you measure the impact of your communications plan?

“If you don’t measure it you can’t manage it!” It’s an old adage but a true one – and it applies to your communications plan too. This practical session will help you design a measurement programme that shows whether your communications are hitting the mark or where you need to improve.
• What should you measure? When, how often and how?
• Interpreting the results found and using them
• Finding the time to do all this in your busy schedule

Kate Thompson, On Message Business Communications

11.45

Case Study: Using small measurements to achieve big results

Measuring communication need not be on a large scale; small scale measurement can give you a snapshot of how your
communications are doing and can often have a big impact on what you do. This case study will look at how Auckland
City Council changed engagement levels and lack of participation in communications through the set-up of an
internal communications network.
• Creating a group of 40 people from across the organisation who participated in surveys, interviews and focus groups on the Council’s communications
• Understanding how effective the Chief Executive’s communications were and how they could be improved
• Measuring communications of change efforts and evaluating external marketing campaigns

Sharon Coombes, Director, Write Solutions

12.30

Lunch

1.15

Undertaking a communication audit

Is your organisation successfully communicating its message internally and externally? Are you engaging employees and gaining their support regarding the key challenges of your organisation? Which methods of communication are most effective in reaching your intended audience? A communication audit can help you answer these questions as well as quantify and qualify your communication practice.
• How to get stakeholder buy in when conducting an audit
• Identifying problem areas and best practice
• Implementing audit findings and recommendations

Mariska Mannes, Director, Deliquo Communication

2.15

Panel and Group Discussion: The future of communication measurement and evaluation

With increased awareness about the importance of measuring and evaluating your communication strategies, where will communications head in the future and will measurement techniques evolve even further? The panel will discuss the future of communications measurement, make some predictions and gain input on where we are heading.

Anna Kominik, Partner, Ideas Shop
Mariska Mannes, Director, Deliquo Communication
Kate Thompson, On Message Business Communications
Catherine Arrow, Board Member, Global Alliance for Public Relations and Communication Management; Representative, PRINZ

2.55

Case Study: Internal social media and networking

Internal social media communication and networking can create a real sense of belonging and inclusion, but how can this be achieved and how can we measure its success?
• Tools available to create your own network - the use of Yammer at Intergen
• Measuring the success of internal social networking - what metrics are on hand to measure and evaluate the success of a communication and networking initiative?
• What benefits does internal social networking provide and how can these be sustained over the long term?

Katy Sweetman, Communications Manager, Intergen

3.40

Afternoon tea

3.55

Evaluating your communications efforts and their success

Evaluating your communication efforts is essential for your organisation to undertake in order to understand how successful they have been.
• Taking stock of your past efforts - what worked
• How can we evaluate our communication efforts accurately?
• Did we achieve our communication goals?
• Sharing the insight learnt from communication evaluation to others - sharing with your team and the executive

Tim Marshall, Managing Director, Communication by Design; Representative of PRINZ

4.40

Measuring the impact of social media communication on your organisation

Social media communication can impact engagement levels as well as impact on your organisation’s ROI. This session will outline tools available to measure social media and will compare social media to traditional methods of communication.
• Tools available to measure social media - web analytics and software which measures the impact of your presence in cyberspace, both good and bad
• Benefits and pitfalls of new age communication

Tomas Kriha, Senior Communications Consultant, Ideas Shop

5.25

Closing remarks from the Chair and networking drinks

Sponsors/Partners

Interested in sponsorship?

There are some exclusive opportunities to promote your company, and its products and services, at this leading event. Contact the sponsorship team below to request a prospectus or discuss the options, or view more about event sponsorship.