Carlos Herrero
CEO
Extrategia, Comunicación y Medios
/
Expert Contributor

How Do We Measure and Make Our Business Communication Effective?

By Carlos Herrero | Tue, 09/08/2020 - 13:16

It would seem that the concept and value of efficiency is reserved only for production plants or the development of products that must be sold quickly and at a good price. Efficiency, however, is the key to all meaningful communication and value-added public relations.

All brands are trying to ascertain how to measure communication and public relations, but mostly their degree of efficiency. The question is relevant, and it draws attention to attempting to find results.

As far as communication is concerned, no media, social network or website will accept to place something which is not considered valuable information in its spaces. The first criterion of efficiency is precisely to propose and prepare valuable information which may be published. To this vision we can add quantitative and particularly qualitative measurements, to specify the efficient value of this communication in the greatest possible detail.

The qualitative measurement of the efficiency of the communication can cover these criteria: 
1) The presence of the brand in the owner of the publication.
 2) The presence of the key message in the body of the text.
 3) The publication of reputation in the right medium, in the right space and with the right journalist. 
4) The complete dedication of the article or note to the brand. 
5) The brand's visual communication complement: logo, products, executives. 
7) The veracity of the note (without errors). 

If the transmitted information meets these seven criteria, we can consider the communication to be effective: it has served the medium and will serve its audience and readers. Without a doubt, the first step of efficiency corresponds to the quality of the information that manages to become a public opinion.

Communication has a direct impact on brand reputation, trustworthiness and empathy. These three movements of rational and emotional acceptance move customers and consumers and grease communications engine efficiency. To these axes are added other motivators for the purchase: BTL, advertising, promotion, sampling. All are important and must comply with their corresponding efficiency parameter.

The efficiency of communication is measured qualitatively like sales and everything financial in quantitative terms. Confusing the two measurements can pervert the value of communication.

Public relations seeks to benefit and optimize all human relationships that constitute social, political, and economic life. They can be classified as efficient when they allow a service, a product or a project to advance and achieve true benefits. Coordinating a meeting, meeting at a meal, achieving a good meeting, are actions, moments.. The achievement of the objectives goes beyond and is clearly verified when the proposal or alliance is being realized. Public relations efficiency is measured by real results rather than by processes, moments or events.

Bill Gates claimed that if he had one minute to live, he would devote it to public relations. His degree of strategic thinking, business success and social commitment are characterized precisely by efficiency. He sees something in them that allows him to think about their importance in the last minute of life.

Communication and public relations agencies must focus on qualitative efficiency. They must also focus on transforming services and products to show them with all the tangibility required by the knowledge and common sense of every human being. The structure of communication and public relations plans implies responding clearly to objectives, challenges, strategies, tactics and measurements. Thinking in depth about these elements will achieve greater efficiency. The level of efficiency always depends on 60% planning and 40% execution.

What is not measured is not valued, and is not improved above all. For this, creating a method is essential, both general and specific to each of the communication and public relations agencies or companies. As a method you can set as a conclusion the goal which is the first in the planning and the final point.

Most of the time the efficiency is in the planned and applied method. There's always a small place to luck, but leaving too much space isn't convenient; especially when luck often makes uncontrollable movements.

Photo by:   Carlos Herrero

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