Communication research and measurement are fundamental inputs and outputs to developing a communication strategy and delivering business results.

Course description:

In this one-day course, learn how to use research to inform strategy and how to measure the impact of your work returning great ROI to your organisation.

What to expect:

Benchmark your current state across internal and external communication
Explore a variety of research methodologies and determine the effect your key messages have on stakeholder awareness, understanding and behaviour
Analyse the information you gather and use it to inform your strategies
Use insights to deliver measurable results and demonstrate the impact of your work
Measure your effectiveness and create insight for the business including demonstrating ROI
Everything you wanted to know about focus groups and writing questions

Who should attend:

Internal communication, strategic communication or corporate communication professionals, public relations, public affairs practitioners.

Career Level: Generalist/specialist, strategic advisor.

Course outline:

Research as input to strategic communication planning

Explore best practices in research and measurement
Explore methodologies, internal research, leading and lagging indicators
Learn where to get the data and how to measure to create meaningful benchmarks

Build your measurement approach and plan

Analyse the data against business and audience needs
Explore qualitative, quantitative and observational measures
Segment and analyse audiences
Establish measurable outcome and output based objectives

Conduct an internal audit

Conduct an internal communication audit
Learn what to measure and how to measure it

Measure your effectiveness and create insight into the business

Turn your measures into meaningful business results
Demonstrate ROI
Create a dashboard for your executive team

About the trainer

Adrian Cropley OAM, FRSA, IABC Fellow, SCMP, GCSCE

Co-Founder, Centre for Strategic Communication Excellence

A certified strategic communication management professional and past global chair of the International Association of Business Communicators (IABC), Adrian Cropley is widely recognised as one of the world’s foremost experts and consultants in strategic communication. With a career spanning over 35 years, Adrian has worked with clients worldwide, including Fortune 500 companies, on major change communication initiatives, internal communication reviews and strategies, professional development programs, executive leadership, and coaching. At the IABC he implemented the IABC Career Road Map, kick-started a global ISO certification for the profession and developed the IABC Academy. Adrian pioneered the Melcrum Internal Communication Black Belt program in Asia Pacific and ran that program for over 10 years. He is a sought-after facilitator, speaker, author and thought leader. He has been a keynote speaker and workshop leader on strategic and change communication at international conferences in Canada, the U.S., Europe, the Middle East, Malaysia, Singapore, China, India, Hong Kong, Thailand, New Zealand and Australia. He has received several awards, including the International Gold Quill Awards for communication excellence and is a two-time recipient of the Rae Hamlin. Adrian is chair of the Industry Advisory Committee for the RMIT School of Media and Communication as well as a non-executive board member with several organisations. In 2017, he was awarded a Medal to the Order of Australia, one of the highest national honours, for his work in professional communication and youth development.

Sia Papageorgiou FRSA, FCSCE, SCMP

Co-Founder, Centre for Strategic Communication Excellence

Armed with an impressive collection of more than 50 awards for strategic communication excellence and leadership, Sia Papageorgiou is dedicated to elevating the value and visibility of communication professionals, empowering them to become trusted, strategic, and in-demand advisors. She is a certified strategic communication management professional (SCMP), a Fellow of the Royal Society for the encouragement of Arts, Manufactures and Commerce, and past president of the Victorian chapter of the IABC. She’s also a former board director at IABC Asia-Pacific and past chair of the Global Communication Certification Council. In 2021, IABC Asia-Pacific named Sia Communicator of the Year and in 2022 she was awarded the prestigious IABC Rae Hamlin Award in recognition of her exemplary service in advocating the Global Standard of the Communication Profession and evangelising the power and possibility of communication. The GovComms Institute, a global platform for government communication professionals, named Sia, “one of the superstars of the communication profession.” With every initiative she leads, every team she trains, and every professional she coaches, Sia continues to set the gold standard for strategic communication excellence, inspiring others to reach their highest potential.