Why it’s important to report on your communications (and how)!
We have all done the inevitable big project wrap up, where we finish a communications campaign, project or change comms, and then immediately we’re pulled to the next big piece of work. We start working on the next item on the to-do list, without measuring how successful our efforts have been, or how they’ve added value to the business.
Which is exactly why when the dreaded “mass redundancies” of a restructure happens the Communications team can be first heads on the chopping block.
If you’ve ever found yourself wondering why others don’t see the value in communications, chances are, it’s because sometimes we fail to demonstrate that value effectively.
This is where measurement and reporting come in. They’re not just nice-to-haves—they’re essential tools to showcase the impact of your work and ensure your seat at the strategic table. Here’s why they matter and, more importantly, how to make them work for you.
Why do we need to measure and report?
If you’re still on the fence about the importance of reporting, here are two compelling reasons to prioritise it:
Prove the value of comms
To move beyond being seen as a “copywriting monkey” or “PowerPoint guru,” you need to show how your work contributes to achieving business goals. Stakeholders must see that communications isn’t just fluff—it’s a strategic driver of success.Continuous improvement
Measurement isn’t just about justification; it’s about evolution. By identifying trends, you can amplify what’s working and pivot away from what isn’t. Whether it’s staying ahead of competitors or meeting employee needs, regular measurement keeps you sharp and relevant.
So, how do you measure and report?
In five steps, here is exactly what you’ll need to do:
1. Align your goals to the business objectives
Start with your organisation’s strategic goals and craft communication objectives that directly support them. For instance, if the company aims to “grow and develop the workforce,” your comms goals might include boosting employee engagement or positioning the organisation as an employer of choice.
When your goals align with business priorities, it’s easier to prove your role in the company’s success—and harder for anyone to imagine achieving those goals without you.
2. Focus on impact, not just the outputs
Avoid getting stuck in the trap of reporting only outputs (e.g., email open rates or event attendance). Instead, measure the impact.
For example:
Instead of reporting that “200 employees attended the town hall,” highlight that “85% of attendees reported feeling more informed about the company’s strategy afterward.”
Swap “25% email open rate” for “10% increase in sales attributed to email-driven leads.”
Impact-focused metrics are more compelling and meaningful to stakeholders.
3. Decide how you’re going to measure
Choose reliable and sustainable ways to collect data. Some ideas:
Use existing channels like employee surveys or focus groups to gauge internal sentiment.
Leverage tools for tracking media or social sentiment.
Incorporate feedback mechanisms in events or campaigns with specific, impact-driven questions (e.g., “How well do you understand our strategy after this event?”).
Even qualitative feedback—like top themes from employee comments—can provide invaluable insights.
4. Establish a rhythm for your reporting - consistency is key!
Create a regular schedule for reporting your findings to stakeholders, whether it’s monthly, quarterly, or tied to specific campaigns. Proactively sharing updates builds a narrative over time. For example, tracking growth in social engagement or shifts in employee sentiment can clearly demonstrate progress and reinforce your value.
5. Communicate your results in a way everyone understands
Tailor your reporting to your audience. For senior executives, brevity and relevance are crucial. They care about big-picture impact, not every detail.
For example, a one-page report for a CEO might focus on:
Key metrics tied to their priorities (e.g., reputation, leadership confidence).
Top insights or trends from the past month.
High-level recommendations for action.
Where possible, use visuals. Infographics, charts, and one-pagers make your insights easy to digest—and easy to share, keeping you top of mind.
Now that you’ve got your measuring and reporting down, you’ll be able to showcase your work to people who don’t know what comms does or how it impacts the business - in a way even they understand.
