Quantifying comms and moving beyond a simple ROI 

Quantifying comms and moving beyond a simple ROI 

Claire Walker

Claire Walker

It’s all too common a question for a communications agency to hear – “but show me how a comms plan will generate sales and new leads”. Unfortunately, the answer is not as simple as X+Y=Z. The foremost purpose of a communications agency is to shape the reputation of the company it’s working for. Influencing the opinions of customers, partners and even the company’s own employees. Organisations oftentimes underestimate the value of reputation shaping and instead, only want to see facts, figures and a solid ROI. 

Now I am by no means suggesting that there isn’t an ROI on comms, it is just notoriously difficult to measure. But if you want to follow the maths to see how the distribution of a press release results in sales then knock yourself out with this blog by Greg Jarboe

So hopefully I’ve got the numbers people on board by now and with the introduction of Google Analytics 4, this tracking process is only set to become easier. GA4 will use AI and predictive analytics to provide highly granular visitor data. This will mean better tracking of visitors from initial arrival, through various stages of engagement to the end goal, so lots to look forward to! 

But in all honestly, the impact of communications stretches far beyond tracing clicks to a website. It’s clear, of course, that you can attribute economic results to comms activities, but the true value lies in the shaping of your organisations reputation.  

In this day and age, customer loyalty is as fragile as ever. One poor user experience, a single bad review or even a certain political standing can deter customers from your website. So how do you change these opinions? Here are four simple steps to take to make your brand, and your reputation, shine.  

  1. Nurture your people. Good reputation comes from within. If your employees sing your praises, it will be easier for others to join in the tune. 

  1. Make your messaging clear. Preach outside what you believe inside. A poorly aligned brand sends the wrong message. 

  1. Don’t get complacent. You may be at the top of your game now but staying there takes work.  

  1. Know your audience. All the best bands make albums that they know will land with their fans.  

So, moral of the story – limiting comms to numbers and stats is like limiting an artist to only one colour. The painting will be complete but missing a wealth of potential and creativity. So, open your mind, broaden your paint palette, and let your reputation become a masterpiece. 

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