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

Sia Papageorgiou FRSA, SCMP

Sia Papageorgiou is a multi-award-winning strategic communication leader on a mission to elevate the value and visibility of communication professionals and help them become trusted, strategic, and in-demand advisors. She’s consulted to some of the world’s largest organisations, delivering creative communication strategies and programs that drive understanding, impact and performance. Sia is a certified strategic communication management professional, a Fellow of the Royal Society for the encouragement of Arts, Manufactures and Commerce, and Immediate Past President of the Victorian chapter of the International Association of Business Communicators (IABC). She’s also a past board director at IABC Asia-Pacific and is Vice Chair of the Global Communication Certification Council. In 2020 she was named IABC’s Chapter Leader of the Year.