Communications has long struggled with proving its value. While marketing can point to sales numbers and operations can show efficiency gains, comms teams often face scepticism: “What did that really achieve?”
Part of the challenge is measurement. Traditional metrics—like reach, impressions, or clicks—tell us something, but not everything. They measure activity, not impact. True ROI in communications goes beyond outputs to outcomes.
That means asking deeper questions. Did the campaign change perceptions? Did the messaging improve trust or understanding? Did employees feel more engaged? Did a public statement reduce reputational risk?
Answering those questions requires a mix of qualitative and quantitative methods. Pulse surveys, interviews, focus groups, and sentiment analysis all play a role. Digital analytics still matter, but they need context.
It also requires alignment with business goals. A successful comms strategy should support broader objectives—whether that’s attracting talent, driving innovation, or navigating change. The closer communications is to those goals, the easier it is to demonstrate value.
Measurement in comms isn’t about chasing vanity metrics. It’s about telling the story of what changed—and why it mattered. That story is what turns communication from a cost centre into a strategic asset.