What do you do if your communication team's key performance indicators are falling short?

1 Assess KPIs

To tackle underperforming KPIs, begin with a thorough assessment. Examine each indicator individually to understand precisely where the shortfalls are occurring. Are press releases not garnering enough media attention? Is social media engagement waning? By pinpointing specific areas of concern, you can focus your efforts more effectively. It's also important to ensure that your KPIs are still relevant and aligned with your organization's goals. Sometimes, KPIs become outdated as business objectives evolve, necessitating a revision of the benchmarks you use to measure success.

2 Gather Insights

Once you've identified which KPIs are underperforming, it's time to gather insights. Talk to your team members and stakeholders to get their perspectives on what might be causing the decline. It's possible that internal factors such as team dynamics or external factors like market changes could be impacting your results. Additionally, look into analytics and data trends for clues. Understanding the root causes behind the numbers is essential for developing an effective response strategy.

3 Revisit Strategy

With insights in hand, revisit your communication strategy. Consider whether your current approach is in sync with your target audience's preferences and behaviors. It may be time to pivot your tactics or even redefine your audience segments. Evaluate your content's relevance and resonance with your audience—perhaps it's not as compelling or timely as it needs to be. Adjusting the strategy could mean rethinking the channels you use, the messages you convey, or the frequency of your communications.

4 Enhance Skills

If your team's skills are not up to par with the demands of modern corporate communications, it's time for an upgrade. Invest in training and development to ensure your team is proficient in the latest communication tools and techniques. Whether it's improving writing skills, understanding new digital platforms, or mastering data analysis, enhancing your team's capabilities can lead to better performance and more innovative approaches to reaching your audience.

5 Monitor Progress

After implementing changes, it's vital to monitor progress closely. Set up a system for tracking the performance of your revised strategies against the KPIs. Regular monitoring will help you understand whether your interventions are working or if further adjustments are needed. It also keeps the team focused on continuous improvement, ensuring that communication efforts remain aligned with organizational goals and audience expectations.

6 Engage Team

Finally, make sure your communication team is fully engaged in the improvement process. Encourage an open dialogue about the challenges and successes of meeting KPIs. A collaborative environment where team members feel empowered to suggest ideas and take ownership of their work fosters innovation and commitment. Recognize and celebrate improvements to maintain morale and motivate the team towards achieving and exceeding their KPIs.

7 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?