Do you want to learn how to measure if your communication had any actual effect? Measurement training from Quantum PR Measurement can help you.
Communication measurement should always focus on whether the effort produced the desired outcome – typically influencing the actions or opinions of the target audience. Too often, however, communication measurement is reduced to simplistic exercises like counting media clippings and Facebook likes. These ‘vanity metrics’, however, provide us no real sense of whether our communication had a positive impact on our organisation because we are essentially mostly just quantifying our own productivity.
To fix this, our communication objectives must be derived directly from our business or organisational objectives. And we must set measurement metrics that ensure that we are looking quantitatively and qualitatively at both the so-called output, outtake, and outcome. That is the only way we can measure a direct impact on our organisation when we communicate.
Measurement training, workshops and masterclasses
As an expert in communication measurement and evaluation, Jesper Andersen has facilitated workshops and masterclasses all over Europe and in the Middle East. A training session, workshop or masterclass can take place at a conference or privately at a seminar in a company, organisation or government institution.
Most workshops are tailored to a specific audience to take into account their previous experience with measurement and evaluation. This ensures much better results and a more engaging experience for all participants.
A typical workshop lasts 2 – 2½ hours and is a mix of presentation, practical exercises, group and general discussions and Q&A.
Among many things, you can expect to learn:
- How to switch from ‘counting stuff’ to actually measuring if you affected the hearts and minds of your audience (outcome) and in turn created a valuable impact for your company or organisation
- How to set communication objectives that are derived from and aligned with your overall business objectives or organisational objectives
- How to argue convincingly against using ‘vanity metrics’ and misleading methods such as Advertising Value Equivalence (AVE)
- How to track the results of a communication effort and gain insights that you can use to build and improve future initiatives
Naturally, any workshop, masterclass or training session can be tailored specifically to your needs and desires regarding contents, duration, re-visits and follow-ups and delivery of service.
Quantum PR Measurement’s services are available world-wide and suitable for any English-speaking audience or audience with real-time interpreting services.
Please get in touch and let us know how we can help you achieve the objectives that really matter to you!
Call or email us at (+45) 61 67 45 85 or firstname.lastname@example.org.