Measure Communication Impact, Not Just Output
Reputation & Communication Measurement: leave with an evaluation plan separating outputs, outtakes, outcomes and impact, with a report template.
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- Bring your own work — code, campaign, report or plan
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What this session would cover
Proposed outline — the mentor finalises the agenda once this topic is scheduled.
- 1Why reputation & communication measurement matters — the common problem: PR reports count press mentions and posts but not whether anything changed.
- 2Core concepts in plain language: Stakeholder trust, awareness, understanding, message acceptance, relationship quality, reputation drivers
- 3Going further: sentiment context, complaint trends, issue resolution, communication outcomes, behavioral outcomes, organizational impact
- 4Framework walkthrough: AMEC Integrated Evaluation Framework
- 5Practical workflow, built live: An evaluation plan separating outputs, outtakes, outcomes and impact, with a report template.
- 6How to measure it: Issue recurrence, Resolution quality, Stakeholder behavior, Organizational impact
- 7An illustrative case (a fictional example, not a client result), then live Q&A on your own situation
Who it's for
- • Founders and leadership teams
- • PR, communications and customer-experience teams
- • Marketing managers responsible for brand trust
You'd leave with
- An evaluation plan separating outputs, outtakes, outcomes and impact, with a report template.
- A working understanding of AMEC Integrated Evaluation Framework
- A short list of measures to track: Issue recurrence, Resolution quality, Stakeholder behavior
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