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Proving Our Worth: Connecting & Valuing Corporate Communications

Susie Hall from ACC and other panelists share insights on monitoring, evaluation, and proving the value of corporate communications in NZ. They discuss the need for measurement tools, overcoming barriers, and embracing best practices to be more accountable and connected to audiences.

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Proving Our Worth: Connecting & Valuing Corporate Communications

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  1. Proving Our Worth Monitoring and Evaluation Panel

  2. The Panel Susie Hall:Accident Compensation Corporation Kimberley Brady:NZ Army Anna Kominik: Ideas Shop Laurie Edwards:Accident Compensation Corporation

  3. Proving our Worth Comms@09 Connected & Valued Susie Hall, Corporate Communications Manager

  4. Why measure? • To learn • To improve what we do • To demonstrate measurable value for money • To demonstrate accountability To be connected to our audiences and valued as professionals by clients and stakeholders

  5. How good are we at it? • Much wider range of tools available today • Diverse array of practice • Few agencies routinely measure corporate communications impact • Smaller agencies rarely measure

  6. SSC Comms Function Review • We need to be more measurement aware • Given cost, there is potential to: - share resources - standardise methods and questions - negotiate multi-agency contracts SSC Review Recommendation: Develop and make available a set of best practice measurement tools, trial for one year, incorporate as agreed measures in annual statements of service performance

  7. Our attitudes: “it is too hard” “it costs too much” “art not science” Our mindsets: Arts and humanities Policy and research (stats, KPIs, KRAs) What are the barriers?

  8. We need to step up! • Develop SMART objectives • Manage client expectations up front • Don’t wait till end, build measurement into plans • Best practice communications is: - two-way and outcomes focused - NOT info distribution processes and outputs Take it on - own it and ace it Practice makes perfect

  9. Three views of measurement • REPUTATION: Kimberley Brady, NZ Army • INTERNAL COMMS: Anna Kominik, Ideas Shop • MEDIA: Laurie Edwards, ACC

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