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Caliber at the Power of Corporate Communications Conference

The Power of Corporate Communications Conference, which took place on March 16-17, 2023 in Brooklyn, brought together senior-level professionals and their teams responsible for shaping and executing their organizations’ communication strategies for both external and internal audiences.

Together they discussed the importance of aligning communications efforts with quantitative metrics and KPIs, especially in today’s fast-paced, multi-stakeholder environment where reputations can be built or dissolved overnight.

Highlights from Shahar's session

The Importance of real-time data for actionable reputation insights

In his session, Shahar discussed the importance of real-time data and the inadequacy of annual reputation studies in providing actionable insights. Shahar argued that the old way of managing reputation fails to achieve the holy grail of actionability because it lacks immediacy in capturing impact.

According to him, the continuity of data, rather than more questions or data analytics, is the key to gaining actionability.ย 

In his session, Shahar discussed the importance of real-time data and the inadequacy of annual reputation studies in providing actionable insights. Shahar argued that the old way of managing reputation fails to achieve the holy grail of actionability because it lacks immediacy in capturing impact.

According to him, the continuity of data, rather than more questions or data analytics, is the key to gaining actionability.ย 

Plugging the actionability gap

Shahar also discussed the importance of plugging the actionability gap between periodic research and social listening data. He explained that periodic research is infrequent and lacks immediacy, whereas social listening data is immediate but not necessarily accurate, representative, or relevant in terms of the stakeholders it captures.

He said that by plugging this actionability gap, communicators could better inform their decision-making, and more effectively plan and allocate budgets, which ultimately helps them contribute to the commercial success of the company in a more measurable way.

Navigating the dynamic landscape of reputation management

Shahar also argued that companies need to react more quickly to macro events, political events, or crises all of which increasingly have sudden and dramatic impacts on companies’ reputations in today’s world. He believes that waiting for an annual study or commissioning ad-hoc studies is not good enough anymore. Instead, companies need to navigate using real-time, dynamic tools that are relevant, up-to-date, and helpful.

By doing so, companies can better understand what exactly impacts their reputation and how, and take quick action to optimize their activities, mitigate crises, and achieve their goals.

"๐˜ž๐˜ฉ๐˜ฆ๐˜ฏ ๐˜ช๐˜ต ๐˜ค๐˜ฐ๐˜ฎ๐˜ฆ๐˜ด ๐˜ต๐˜ฐ ๐˜ฏ๐˜ข๐˜ท๐˜ช๐˜จ๐˜ข๐˜ต๐˜ช๐˜ฏ๐˜จ ๐˜บ๐˜ฐ๐˜ถ๐˜ณ ๐˜ณ๐˜ฆ๐˜ฑ๐˜ถ๐˜ต๐˜ข๐˜ต๐˜ช๐˜ฐ๐˜ฏ๐˜ข๐˜ญ ๐˜ซ๐˜ฐ๐˜ถ๐˜ณ๐˜ฏ๐˜ฆ๐˜บ, ๐˜ธ๐˜ฆ ๐˜ง๐˜ฆ๐˜ฆ๐˜ญ ๐˜ช๐˜ต'๐˜ด ๐˜ต๐˜ช๐˜ฎ๐˜ฆ ๐˜ง๐˜ฐ๐˜ณ ๐˜ค๐˜ฐ๐˜ฎ๐˜ฑ๐˜ข๐˜ฏ๐˜ช๐˜ฆ๐˜ด ๐˜ต๐˜ฐ ๐˜ด๐˜ธ๐˜ช๐˜ต๐˜ค๐˜ฉ ๐˜ต๐˜ฐ ๐˜ด๐˜ฐ๐˜ฎ๐˜ฆ๐˜ต๐˜ฉ๐˜ช๐˜ฏ๐˜จ ๐˜ฎ๐˜ฐ๐˜ณ๐˜ฆ ๐˜ฎ๐˜ฐ๐˜ฅ๐˜ฆ๐˜ณ๐˜ฏ, ๐˜ต๐˜ฐ ๐˜ด๐˜ธ๐˜ช๐˜ต๐˜ค๐˜ฉ ๐˜ต๐˜ฐ ๐˜ด๐˜ฐ๐˜ฎ๐˜ฆ๐˜ต๐˜ฉ๐˜ช๐˜ฏ๐˜จ ๐˜ฎ๐˜ฐ๐˜ณ๐˜ฆ ๐˜ญ๐˜ช๐˜ฌ๐˜ฆ ๐˜ข ๐˜Ž๐˜—๐˜š ๐˜ต๐˜ฉ๐˜ข๐˜ต ๐˜จ๐˜ช๐˜ท๐˜ฆ๐˜ด ๐˜บ๐˜ฐ๐˜ถ ๐˜ถ๐˜ฑ-๐˜ต๐˜ฐ-๐˜ฅ๐˜ข๐˜ต๐˜ฆ ๐˜ช๐˜ฏ๐˜ง๐˜ฐ๐˜ณ๐˜ฎ๐˜ข๐˜ต๐˜ช๐˜ฐ๐˜ฏ, ๐˜ธ๐˜ข๐˜ณ๐˜ฏ๐˜ช๐˜ฏ๐˜จ๐˜ด, ๐˜ข๐˜ญ๐˜ฆ๐˜ณ๐˜ต๐˜ด, ๐˜ด๐˜ถ๐˜จ๐˜จ๐˜ฆ๐˜ด๐˜ต๐˜ฆ๐˜ฅ ๐˜ฅ๐˜ช๐˜ท๐˜ฆ๐˜ณ๐˜ด๐˜ช๐˜ฐ๐˜ฏ๐˜ด, ๐˜ช๐˜ฏ๐˜ง๐˜ฐ๐˜ณ๐˜ฎ๐˜ข๐˜ต๐˜ช๐˜ฐ๐˜ฏ ๐˜ข๐˜ฃ๐˜ฐ๐˜ถ๐˜ต ๐˜ง๐˜ข๐˜ค๐˜ช๐˜ญ๐˜ช๐˜ต๐˜ช๐˜ฆ๐˜ด ๐˜ฏ๐˜ฆ๐˜ข๐˜ณ๐˜ฃ๐˜บ - ๐˜ฎ๐˜ฐ๐˜ณ๐˜ฆ ๐˜ช๐˜ฏ๐˜ง๐˜ฐ๐˜ณ๐˜ฎ๐˜ข๐˜ต๐˜ช๐˜ฐ๐˜ฏ ๐˜ต๐˜ฉ๐˜ข๐˜ต ๐˜ฉ๐˜ฆ๐˜ญ๐˜ฑ๐˜ด ๐˜บ๐˜ฐ๐˜ถ ๐˜ณ๐˜ฆ๐˜ข๐˜ค๐˜ฉ ๐˜บ๐˜ฐ๐˜ถ๐˜ณ ๐˜ฅ๐˜ฆ๐˜ด๐˜ต๐˜ช๐˜ฏ๐˜ข๐˜ต๐˜ช๐˜ฐ๐˜ฏ ๐˜ด๐˜ข๐˜ง๐˜ฆ๐˜ญ๐˜บ ๐˜ข๐˜ฏ๐˜ฅ ๐˜ฒ๐˜ถ๐˜ช๐˜ค๐˜ฌ๐˜ญ๐˜บ."

Shahar Silbershatzs, CEO & Co-founder of Caliber Tweet

Highlights from Florian's session

How Audi leveraged data to recover its reputation

Florian Mueller, Head of Insights Generation at Audi Communications, talked about how Audi managed its comeback from the Dieselgate crisis with the help of effective communications.

Florian stressed the crucial role of data and analytics in a successful communication strategy. He also talked about Audi’s initial reputation survey which served as the cornerstone of its communicative recovery when the brand analyzed perception data extensively to determine areas for improvement, which informed the development of a comprehensive communication strategy

Audiโ€™s integrated data approach to steer effective communications

Florian highlighted Audi’s use of data and analytics to develop and implement an effective communication strategy which helped the company strengthen its reputation.

He explained why Audi’s focus on electric cars and sustainability are the key aspects of its long-term narrative, and how the company’s emphasis on an integrated data approach has enabled Audi to adapt to the changing landscape of modern communications.

Audiโ€™s integrated data approach to steer effective communications

Florian presented a case study on how Audi’s communications department uses Caliber’s platform to measure and monitor stakeholder perceptions.

Audi incorporates 1,500 interviews per week into its ongoing analysis to connect the media data with real-time data on stakeholder perceptions.

It allows Audi to track many different stakeholder groups and see how they perceive the company.

Florian also showcased how the Caliber data was used to plan an employer branding campaign to attract software engineers, and stressed the importance of having an understanding of the impact data can have on communications, using the right tools, and promoting a data-driven culture within the organization.

"๐˜๐˜ฏ ๐˜ต๐˜ฉ๐˜ช๐˜ด ๐˜ง๐˜ข๐˜ด๐˜ต-๐˜ฑ๐˜ข๐˜ค๐˜ฆ๐˜ฅ ๐˜ฆ๐˜ฏ๐˜ท๐˜ช๐˜ณ๐˜ฐ๐˜ฏ๐˜ฎ๐˜ฆ๐˜ฏ๐˜ต ๐˜ช๐˜ต ๐˜ช๐˜ด ๐˜ฅ๐˜ช๐˜ง๐˜ง๐˜ช๐˜ค๐˜ถ๐˜ญ๐˜ต ๐˜ต๐˜ฐ ๐˜ด๐˜ต๐˜ข๐˜บ ๐˜ฐ๐˜ฏ ๐˜ต๐˜ฐ๐˜ฑ ๐˜ฐ๐˜ง ๐˜ต๐˜ฉ๐˜ช๐˜ฏ๐˜จ๐˜ด ๐˜ข๐˜ญ๐˜ญ ๐˜ต๐˜ฉ๐˜ฆ ๐˜ต๐˜ช๐˜ฎ๐˜ฆ. ๐˜ ๐˜ฐ๐˜ถ ๐˜ค๐˜ข๐˜ฏโ€™๐˜ต ๐˜ฅ๐˜ฐ ๐˜ต๐˜ฉ๐˜ข๐˜ต ๐˜ธ๐˜ช๐˜ต๐˜ฉ ๐˜ต๐˜ฉ๐˜ฆ ๐˜ข๐˜ฏ๐˜ฏ๐˜ถ๐˜ข๐˜ญ ๐˜ฎ๐˜ฆ๐˜ฅ๐˜ช๐˜ข ๐˜ณ๐˜ฆ๐˜ฑ๐˜ฐ๐˜ณ๐˜ต ๐˜ฐ๐˜ณ ๐˜ข๐˜ฏ๐˜ฏ๐˜ถ๐˜ข๐˜ญ ๐˜ด๐˜ต๐˜ข๐˜ฌ๐˜ฆ๐˜ฉ๐˜ฐ๐˜ญ๐˜ฅ๐˜ฆ๐˜ณ ๐˜ณ๐˜ฆ๐˜ท๐˜ช๐˜ฆ๐˜ธ. ๐˜ ๐˜ฐ๐˜ถ ๐˜ฏ๐˜ฆ๐˜ฆ๐˜ฅ ๐˜ต๐˜ฐ ๐˜ต๐˜ณ๐˜ข๐˜ค๐˜ฌ ๐˜บ๐˜ฐ๐˜ถ๐˜ณ ๐˜จ๐˜ฐ๐˜ข๐˜ญ๐˜ด ๐˜ค๐˜ฐ๐˜ฏ๐˜ด๐˜ต๐˜ข๐˜ฏ๐˜ต๐˜ญ๐˜บ, ๐˜ข๐˜ฏ๐˜ฅ ๐˜ต๐˜ฐ ๐˜ด๐˜ต๐˜ฆ๐˜ฆ๐˜ณ ๐˜ค๐˜ฐ๐˜ฎ๐˜ฎ๐˜ถ๐˜ฏ๐˜ช๐˜ค๐˜ข๐˜ต๐˜ช๐˜ฐ๐˜ฏ ๐˜ฆ๐˜ง๐˜ง๐˜ฆ๐˜ค๐˜ต๐˜ช๐˜ท๐˜ฆ๐˜ญ๐˜บ ๐˜บ๐˜ฐ๐˜ถ ๐˜ฏ๐˜ฆ๐˜ฆ๐˜ฅ ๐˜ข๐˜ฏ ๐˜ช๐˜ฏ๐˜ต๐˜ฆ๐˜จ๐˜ณ๐˜ข๐˜ต๐˜ฆ๐˜ฅ ๐˜ฅ๐˜ข๐˜ต๐˜ข ๐˜ข๐˜ฑ๐˜ฑ๐˜ณ๐˜ฐ๐˜ข๐˜ค๐˜ฉ."

Florian Mueller, Head of Insights Generation,ย AUDI AG Tweet

Overall, the “Power of Corporate Communications: Driving Business Results” conference was a great opportunity to learn from other industry professionals and share our insights on the importance of KPIs in corporate communications.

We look forward to attending similar conferences in the future and continuing the conversation on how to drive business results through effective communication strategies.