Scoring big in Communication Measurement and Evaluation: Lessons from the Springboks

By Francois Van Dyk (Head of Operations at Ornico)

For public relations and communication practitioners understanding the impact of strategies and measuring success is crucial. By delving into the strategies and tactics applied by the Springboks, communicators can uncover valuable lessons that can be applied to communication measurement and evaluation. Aligning these insights with established best practices frameworks such as the Barcelona Principles and the AMEC Integrated Evaluation Framework, provides a comprehensive approach to optimising communication strategies and demonstrating their impact.

Define Clear Objectives and Key Performance Indicators (KPIs)

“I don’t count calories, I count slices of cake,” Ox Nche

Just as rugby teams enter the field with a game plan and specific goals, communicators must establish clear objectives and Key Performance Indicators (KPIs) aligned with organisational objectives. The Barcelona Principles stress the fundamental nature of setting SMART goals, allowing communicators to track progress and demonstrate the impact of their efforts. This lesson extends beyond mere goal setting; it emphasises the importance of ensuring that the chosen KPIs truly align with overarching business or organisational objectives.

In rugby, scoring is the ultimate objective. In communication, the emphasis should shift from mere outputs, such as counting media coverage or social media mentions, to outcomes that align with organisational goals.

By defining KPIs that are not only measurable but also relevant to the business, communicators can ensure that their measurement and evaluation efforts are purposeful and contribute meaningfully to overall success. Measurement and evaluation can never be an after-thought – but should rather be part and parcel from the planning and implementation stages of communication.

Team Collaboration and Alignment

“Rugby has taught me many valuable lessons, but perhaps the most important one is the power of teamwork. When we work together, support each other, and trust in each other’s abilities, we can achieve greatness.” Siya Kolisi

Rugby, often hailed as the ultimate team sport, exemplifies the power of collective efforts. The success of the Springboks hinges on collaboration and alignment among the team. Similarly, effective communication measurement and evaluation require a unified approach across all stakeholders. The Barcelona Principles advocate for setting clear objectives and involving all relevant parties in the planning process. By fostering a team culture that values input from diverse perspectives, communicators can ensure that metrics align with organisational goals and that everyone is working towards a common objective.

This extends to the importance of understanding individual roles within the team. In rugby, each player has a specific role and contributes uniquely to the team's success. In communication campaigns and its measurement, individuals should understand their roles in the planning, implementation and evaluation processes.

This involves acknowledging the unique skills and perspectives each team member brings to the table, fostering a culture of mutual respect and collaboration. [Read more]