Measurement is at the core of all businesses; it is how we know that we’re growing and moving towards the goals that we have set. Communications activities are a key driver of business growth. But what’s the best way to measure their impact?

To dig deeper into these questions, Felicity partnered with Fifth Story to host a “Measure What Matters Morning”. This interactive discussion was moderated by Felicity founder Amy Laski, who was joined by Lauren Wasley from the measurement committee of the Canadian Public Relations Society, Jenny Cruxton of Fifth Story Media and Sylvia Link, Director of Marketing & Communication for The Retired Teachers of Ontario and a regular speaker on measurement for the International Association of Business Communicators. The event brought together several Felicity clients in a conversation that explored the topic from multiple angles.

Key takeaways from the session include:

• Start with the right tools to inform your dashboard: There are a variety of measurement tools available and while they all have their pros and cons, the first step is to ensure a tool is being used to its full potential. All partners need to outline basic measurement considerations (messaging, image, share of voice) and supplementary measurement tools (competitor activities, traction across all marketing pillars). Add to that other markers that matter to your business success, such as awareness levels and reputation perception, to round out your toolkit.
• PR should be embedded from the start: Working with communications experts as part of business planning ensures that all activities are integrated, maximizing opportunity and impact. Measurement can be outlined by all partners at the beginning of a program, with synergies identified, including change in consumer behaviours and attitudes.
• PESO across partners: Paid, Earned, Shared and Owned media are key components across marketing platforms. But are they being measured the same by each partner? The recommendation is that a standard is created across all brand touchpoints. Maximize reach, engagement and therefore ROI by sharing owned and earned content across brand channels. 
• Measuring Audience Behaviours: Use qualitative and quantitative research to gain insights into the audiences’ behaviours and attitudes towards your brand / category, creating a feedback loop over time. The Felicity team can work with brands to harness insights in this way, informing future communications strategies that ladder up to the overarching business goals.

Ultimately, if you can’t measure it, you can’t manage it. Business leaders need to apply a combination of the best measurement tools and a big picture perspective in optimizing communications, and growth..

What measurements matter to you and your business? How are you currently measuring them? And, what do you wish you could measure? Please respond in the comments.