The 5-Step Communications Measurement Scorecard


When trying to prove PR’s contribution to overall organizational success, it is wise to focus on how you can use PR planning to accelerate the accomplishments of your goals and objectives. According to Kathy Collins, senior vice president at TNS Global, one tool to streamline this process is something that has been around for ages: the scorecard.

“You’ve heard about them for some time now,” Collins says, pointing to iterations such as dashboards, performance appraisals, Six Sigma processes and ISOs. “Essentially, it is the same format you use regularly as part of your daily routine to keep track of how you’re doing.”

With that in mind, Collins identifies the following 5-step plan for creating a communications measurement scorecard for your own organization:

1. With leadership, identify top business priorities (3-5).

2. Develop survey questions (10-15) that address knowledge and desired behavior.

3. Administer survey quarterly to site-wide representative sample. Analyze survey results to establish baseline and strengths/weaknesses.

4. Work with leadership to develop plans to improve performance.

5. Reassess and modify plans as needed.


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