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What are the most effective BRM communication strategies and metrics?

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As a business relationship manager (BRM), you know how important communication is for building trust, alignment, and value with your stakeholders. But how do you measure the effectiveness of your communication and use feedback to improve it? In this article, we will explore some of the most effective BRM communication strategies and metrics that can help you achieve your goals.

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Arthi Palaniswamy CSPO?

Director of Programs | Project Manager | Client Advocate | Board Member | PMI NJ Social Media Team | Content Creator

1 Define communication objectives

Before you communicate with your stakeholders, you need to have a clear idea of what you want to achieve and how you will measure it. Communication objectives should be SMART: specific, measurable, achievable, relevant, and time-bound. For example, you might want to increase stakeholder satisfaction by 10% in the next quarter, or reduce the number of escalations by 50% in the next six months. Having SMART objectives will help you plan your communication activities, track your progress, and evaluate your results.

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Arthi Palaniswamy CSPO?

Director of Programs | Project Manager | Client Advocate | Board Member | PMI NJ Social Media Team | Content Creator
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SMART communication objectives also ensures that all the resources (often limited), are channeled in the right direction and helps spot deviations sooner than later.

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2 Choose communication channels

The next step is to choose the best communication channels for your audience, message, and purpose. Communication channels can be divided into two categories: formal and informal. Formal channels are official, structured, and documented, such as reports, presentations, newsletters, or surveys. Informal channels are casual, spontaneous, and personal, such as chats, calls, emails, or social media. You should use a mix of both types of channels to reach your stakeholders effectively and maintain a balance between information and relationship. For example, you might use a formal channel to share a project update, and an informal channel to follow up with a thank-you note or a feedback request.

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Arthi Palaniswamy CSPO?

Director of Programs | Project Manager | Client Advocate | Board Member | PMI NJ Social Media Team | Content Creator
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Both formal and informal communication channels are pivotal in BRM. Formal Channels can often directed to larger groups whereas informal communication can be customized to individual audiences. Relationship building is smooth when there are channels in place for a two way communication. We as a business need to know the pain points of our customers and we as a business also need to Understand the expectations of our other stakeholders especially the investors who need to constantly be aware of where we are heading as an organization.

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3 Adapt communication styles

Another key factor for effective communication is to adapt your style to your stakeholder's preferences, needs, and expectations. Communication styles can vary depending on personality, culture, background, and context. Some stakeholders might prefer direct, concise, and factual communication, while others might prefer indirect, elaborate, and emotional communication. Some might appreciate humor, stories, and visuals, while others might prefer data, logic, and numbers. To adapt your style, you need to understand your stakeholder's profile, listen actively, ask questions, and observe cues. For example, you might use more formal language and tone with a senior executive than with a peer, or use more examples and analogies with a creative stakeholder than with an analytical one.

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Arthi Palaniswamy CSPO?

Director of Programs | Project Manager | Client Advocate | Board Member | PMI NJ Social Media Team | Content Creator
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Adapting communication styles to stakeholder preference is like administering the right medication for the disease. You don’t know the patient’s medical history, your medication may not be as effective or even worse? it may make the situation worse. Knowing the audience’s expectations for information and adapting your communication style based on that not only cuts down the chaos, it also makes the recipient feel their relationship is valued by the organization.

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4 Collect communication metrics

To measure the effectiveness of your communication, you need to collect relevant metrics that align with your objectives. Communication metrics can be quantitative or qualitative, depending on the type of data and analysis you use. Quantitative metrics are numerical, objective, and easy to compare, such as response rate, open rate, click rate, or satisfaction score. Qualitative metrics are descriptive, subjective, and rich in insights, such as feedback comments, testimonials, or suggestions. You should use a combination of both types of metrics to get a comprehensive picture of your communication performance. For example, you might use a quantitative metric to measure the reach of your newsletter, and a qualitative metric to measure the quality of your content.

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5 Analyze communication feedback

The final step is to analyze the feedback you receive from your stakeholders and use it to improve your communication. Feedback can be positive or negative, explicit or implicit, solicited or unsolicited, depending on how and when you receive it. You should welcome all types of feedback, as they can help you identify your strengths, weaknesses, opportunities, and threats. To analyze feedback, you need to review the data, identify patterns and trends, and draw conclusions and recommendations. For example, you might find out that your stakeholders are happy with your frequency of communication, but not with your clarity of communication, and suggest ways to improve it.

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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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What are the most effective BRM communication strategies and metrics?

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3

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6

1 Define communication objectives

2 Choose communication channels

3 Adapt communication styles

4 Collect communication metrics

5 Analyze communication feedback

6 Here’s what else to consider

Business Relationship Management

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What are the most effective BRM communication strategies and metrics?

1

2

3

4

5

6

1 Define communication objectives

2 Choose communication channels

3 Adapt communication styles

4 Collect communication metrics

5 Analyze communication feedback

6 Here’s what else to consider

Business Relationship Management

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