Creating a dashboard is a key part of tracking your PR campaign. With the increasing importance of proving your value to your organization, it’s also a challenge to visually display your measurement findings in a way that your audience—namely, the C-suite at your organization—will understand.
At this morning’s PR Measurement Conference at the National Press Club in Washington, D.C., Allyson Hugley, executive VP of measurement, analytics and insights at Weber Shandwick, shared some tips on how to design a dashboard that is both informative and visually appealing:
- Think less dashboard, more storyboard. By visualizing your data, you are telling a story—plan it out accordingly.
- Make your dashboard look good. Use color—color visuals increase willingness to read by 80%.
- Your dashboard needs to be able to stand alone. If it requires detailed instructions to read your dashboard, most audiences won’t be able to understand it. Create the dashboard as if you won’t be in the room to explain it.
- Start with industry approved or proprietary frameworks. They can act as the outline of your story, and you can use them as an initial guide.
- Progress past the standard version of a dashboard. Figure out how to customize it to meet your specific needs.
- Strive for simplicity. Data visualization that’s snazzy and highly sophisticated can sometimes be unclear. Use a core set of basic charts to start.
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