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How can you measure the impact of a strategic communication plan on your brand's reputation?

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A strategic communication plan is a tool that helps you define your goals, audiences, messages, channels, and tactics for your brand's communication activities. It also helps you monitor and evaluate the results of your efforts, and adjust your strategy as needed. But how can you measure the impact of a strategic communication plan on your brand's reputation? How can you tell if your communication plan is helping you build trust, credibility, and influence among your stakeholders and the public? In this article, we will explore some methods and indicators that can help you assess the effectiveness of your communication plan on your brand's reputation.

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Steve Kozel

SVP of Strategy, Media & MarTech at OBP

1 Define your objectives

The first step to measure the impact of your communication plan on your brand's reputation is to define your objectives. What are the specific outcomes that you want to achieve with your communication plan? How do they align with your brand's vision, mission, and values? How do they contribute to your brand's overall goals and strategy? Your objectives should be SMART: Specific, Measurable, Achievable, Relevant, and Time-bound. For example, you may want to increase your brand awareness, improve your customer satisfaction, or enhance your social responsibility.

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Steve Kozel

SVP of Strategy, Media & MarTech at OBP
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Think in terms of outcomes. What needs to be accomplished? Keep it simple: Whose perception or behavior needs to change, in what way, to what extent, and by when?

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2 Identify your indicators

The next step is to identify your indicators, or the metrics that will help you track and measure your progress towards your objectives. Indicators can be quantitative or qualitative, depending on the type and source of data that you will collect and analyze. Quantitative indicators are numerical and can be measured with tools such as surveys, polls, analytics, or reports. Qualitative indicators are descriptive and can be measured with methods such as interviews, focus groups, testimonials, or observations. For example, you may use quantitative indicators such as website traffic, social media engagement, or media coverage, and qualitative indicators such as customer feedback, stakeholder opinions, or brand sentiment.

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Steve Kozel

SVP of Strategy, Media & MarTech at OBP
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The easiest place to start is to convert your objectives into metrics. Need to increase the percentage of a group of people thinking/doing a specific thing? That's a KPI. What percentage of them think/do it today? That's a baseline. How much does that need to change? That's a target. Don't have a good way to track that KPI (e.g., can't afford to survey, don't have access to behavioral data)? Are there proxy metrics that might indicate the perception/behavior is changing? These can be KPIs. Also consider linking KPIs in a causal sequence. In order to influence behavior, you may need to influence perception first, and to do that, you may need to achieve a certain amount of exposure to comms. All can be KPIs.

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3 Choose your methods

The third step is to choose your methods, or the ways that you will collect and analyze your data. Your methods should be appropriate for your indicators, objectives, and resources. You should also consider the validity, reliability, and ethical implications of your methods. Validity means that your methods measure what they are supposed to measure. Reliability means that your methods produce consistent and accurate results. Ethics means that your methods respect the rights and privacy of your data sources and users. For example, you may use methods such as online surveys, social media monitoring, media analysis, or case studies.

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4 Implement your plan

The fourth step is to implement your plan, or to execute your communication activities and collect and analyze your data according to your methods. You should follow your communication plan's timeline, budget, and responsibilities, and ensure that your communication activities are aligned with your objectives, messages, and audiences. You should also document and report your data collection and analysis processes and results, and use them to inform your decision-making and actions. For example, you may implement your plan by launching a campaign, conducting a survey, monitoring your social media, or analyzing your media coverage.

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Steve Kozel

SVP of Strategy, Media & MarTech at OBP
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Make sure you collect your baselines in advance and put all tracking instruments in place before launching comms. Ensure good data is being collected and have a plan to optimize along the way based on monitoring of indicators. Where possible, use mechanisms that can isolate the impact of this plan separate from any other concurrent comms efforts (or any other external factors). Using incrementality/test and control experiments is one way; attribution and econometric models are another.

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5 Evaluate your results

The final step is to evaluate your results, or to compare and contrast your data with your objectives and indicators, and draw conclusions and recommendations. You should use your data to measure the impact of your communication plan on your brand's reputation, and identify the strengths, weaknesses, opportunities, and threats of your communication strategy. You should also use your data to learn from your successes and failures, and improve your communication plan and activities. For example, you may evaluate your results by calculating your return on investment, assessing your brand awareness, satisfaction, or responsibility, or identifying your best practices and areas for improvement.

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Steve Kozel

SVP of Strategy, Media & MarTech at OBP
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Stick to your established KPIs when evaluating impact. When trying to determine "why" a specific outcome happened, you can do a deeper dive analysis. But don't let your KPIs be swapped for metrics that weren't an objective. For example, ROI is an efficiency metric. If efficiency wasn't an objective, then it shouldn't be relevant. If a certain quantifiable return was set as a target, look at that metric. If the target wasn't reached, determine if inefficiency was a factor. The same goes for other "cost per" metrics — unless efficiency was an objective, these shouldn't be KPIs. Focus on effectiveness first, then look to achieve it more efficiently.

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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?

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Steve Kozel

SVP of Strategy, Media & MarTech at OBP
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Sometimes it's helpful to start with a hypothesis. "If we can reach this group with this message in this way enough times in enough places during this timeframe, we believe we can achieve this result." And then ask what would need to be true in order for that to happen. Not only will this start to guide objectives and KPIs, it will also help to set up measurement in the same way you would test a hypothesis. There will be assumptions and that's ok — so long as those can be critically assessed and put forward as testable. This can be a team sport among stakeholders. This also helps in evaluation since everyone is aligned on what you were trying to prove/disprove from the outset. This is especially useful for pilots.

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How can you measure the impact of a strategic communication plan on your brand's reputation?

1

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3

4

5

6

1 Define your objectives

2 Identify your indicators

3 Choose your methods

4 Implement your plan

5 Evaluate your results

6 Here’s what else to consider

Community Organizing

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How can you measure the impact of a strategic communication plan on your brand's reputation?

1

2

3

4

5

6

1 Define your objectives

2 Identify your indicators

3 Choose your methods

4 Implement your plan

5 Evaluate your results

6 Here’s what else to consider

Community Organizing

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