How do you track KPIs for corporate communication?

1 Define your objectives

Before you can track your KPIs, you need to define your communication objectives. What are you trying to achieve with your communication? Who are you targeting and why? How do you want them to respond or behave? Your objectives should be SMART: specific, measurable, achievable, relevant, and time-bound. For example, you might want to increase employee satisfaction by 10% in six months, or improve customer loyalty by 15% in a year.

2 Choose your KPIs

Once you have your objectives, you need to choose the KPIs that will help you monitor and evaluate your progress. KPIs are quantifiable metrics that reflect the performance of your communication activities. They should be aligned with your objectives and reflect the outcomes you want to achieve, not just the outputs you produce. For example, if your objective is to increase employee satisfaction, your KPIs might include employee retention rate, engagement survey results, or feedback ratings.

3 Collect and analyze data

To track your KPIs, you need to collect and analyze data from various sources and tools. Depending on your communication channels and platforms, you might use surveys, interviews, focus groups, web analytics, social media analytics, email analytics, or other methods to gather data. You should also establish a baseline or benchmark to compare your results with. For example, you might use the previous year's data or industry standards as a reference point. You should also analyze the data to identify trends, patterns, gaps, and opportunities for improvement.

4 Report and communicate results

The final step is to report and communicate your results to your stakeholders. You should present your findings in a clear, concise, and compelling way that shows the value and impact of your communication. You should also highlight the achievements, challenges, and lessons learned from your communication efforts. You can use various formats and tools to communicate your results, such as dashboards, infographics, reports, presentations, or newsletters. You should also tailor your message and tone to suit your audience and purpose.

5 Review and adjust your strategy

Tracking your KPIs is not a one-time activity, but a continuous process that requires regular review and adjustment. You should monitor your KPIs periodically and compare them with your objectives and expectations. You should also evaluate the effectiveness and efficiency of your communication strategy and tactics. If your KPIs are not meeting your targets or showing positive results, you should identify the root causes and make changes accordingly. You should also celebrate your successes and share your best practices with your team and organization.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?