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.
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
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.
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.
"๐๐ฉ๐ฆ๐ฏ ๐ช๐ต ๐ค๐ฐ๐ฎ๐ฆ๐ด ๐ต๐ฐ ๐ฏ๐ข๐ท๐ช๐จ๐ข๐ต๐ช๐ฏ๐จ ๐บ๐ฐ๐ถ๐ณ ๐ณ๐ฆ๐ฑ๐ถ๐ต๐ข๐ต๐ช๐ฐ๐ฏ๐ข๐ญ ๐ซ๐ฐ๐ถ๐ณ๐ฏ๐ฆ๐บ, ๐ธ๐ฆ ๐ง๐ฆ๐ฆ๐ญ ๐ช๐ต'๐ด ๐ต๐ช๐ฎ๐ฆ ๐ง๐ฐ๐ณ ๐ค๐ฐ๐ฎ๐ฑ๐ข๐ฏ๐ช๐ฆ๐ด ๐ต๐ฐ ๐ด๐ธ๐ช๐ต๐ค๐ฉ ๐ต๐ฐ ๐ด๐ฐ๐ฎ๐ฆ๐ต๐ฉ๐ช๐ฏ๐จ ๐ฎ๐ฐ๐ณ๐ฆ ๐ฎ๐ฐ๐ฅ๐ฆ๐ณ๐ฏ, ๐ต๐ฐ ๐ด๐ธ๐ช๐ต๐ค๐ฉ ๐ต๐ฐ ๐ด๐ฐ๐ฎ๐ฆ๐ต๐ฉ๐ช๐ฏ๐จ ๐ฎ๐ฐ๐ณ๐ฆ ๐ญ๐ช๐ฌ๐ฆ ๐ข ๐๐๐ ๐ต๐ฉ๐ข๐ต ๐จ๐ช๐ท๐ฆ๐ด ๐บ๐ฐ๐ถ ๐ถ๐ฑ-๐ต๐ฐ-๐ฅ๐ข๐ต๐ฆ ๐ช๐ฏ๐ง๐ฐ๐ณ๐ฎ๐ข๐ต๐ช๐ฐ๐ฏ, ๐ธ๐ข๐ณ๐ฏ๐ช๐ฏ๐จ๐ด, ๐ข๐ญ๐ฆ๐ณ๐ต๐ด, ๐ด๐ถ๐จ๐จ๐ฆ๐ด๐ต๐ฆ๐ฅ ๐ฅ๐ช๐ท๐ฆ๐ณ๐ด๐ช๐ฐ๐ฏ๐ด, ๐ช๐ฏ๐ง๐ฐ๐ณ๐ฎ๐ข๐ต๐ช๐ฐ๐ฏ ๐ข๐ฃ๐ฐ๐ถ๐ต ๐ง๐ข๐ค๐ช๐ญ๐ช๐ต๐ช๐ฆ๐ด ๐ฏ๐ฆ๐ข๐ณ๐ฃ๐บ - ๐ฎ๐ฐ๐ณ๐ฆ ๐ช๐ฏ๐ง๐ฐ๐ณ๐ฎ๐ข๐ต๐ช๐ฐ๐ฏ ๐ต๐ฉ๐ข๐ต ๐ฉ๐ฆ๐ญ๐ฑ๐ด ๐บ๐ฐ๐ถ ๐ณ๐ฆ๐ข๐ค๐ฉ ๐บ๐ฐ๐ถ๐ณ ๐ฅ๐ฆ๐ด๐ต๐ช๐ฏ๐ข๐ต๐ช๐ฐ๐ฏ ๐ด๐ข๐ง๐ฆ๐ญ๐บ ๐ข๐ฏ๐ฅ ๐ฒ๐ถ๐ช๐ค๐ฌ๐ญ๐บ."
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
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.
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.
"๐๐ฏ ๐ต๐ฉ๐ช๐ด ๐ง๐ข๐ด๐ต-๐ฑ๐ข๐ค๐ฆ๐ฅ ๐ฆ๐ฏ๐ท๐ช๐ณ๐ฐ๐ฏ๐ฎ๐ฆ๐ฏ๐ต ๐ช๐ต ๐ช๐ด ๐ฅ๐ช๐ง๐ง๐ช๐ค๐ถ๐ญ๐ต ๐ต๐ฐ ๐ด๐ต๐ข๐บ ๐ฐ๐ฏ ๐ต๐ฐ๐ฑ ๐ฐ๐ง ๐ต๐ฉ๐ช๐ฏ๐จ๐ด ๐ข๐ญ๐ญ ๐ต๐ฉ๐ฆ ๐ต๐ช๐ฎ๐ฆ. ๐ ๐ฐ๐ถ ๐ค๐ข๐ฏโ๐ต ๐ฅ๐ฐ ๐ต๐ฉ๐ข๐ต ๐ธ๐ช๐ต๐ฉ ๐ต๐ฉ๐ฆ ๐ข๐ฏ๐ฏ๐ถ๐ข๐ญ ๐ฎ๐ฆ๐ฅ๐ช๐ข ๐ณ๐ฆ๐ฑ๐ฐ๐ณ๐ต ๐ฐ๐ณ ๐ข๐ฏ๐ฏ๐ถ๐ข๐ญ ๐ด๐ต๐ข๐ฌ๐ฆ๐ฉ๐ฐ๐ญ๐ฅ๐ฆ๐ณ ๐ณ๐ฆ๐ท๐ช๐ฆ๐ธ. ๐ ๐ฐ๐ถ ๐ฏ๐ฆ๐ฆ๐ฅ ๐ต๐ฐ ๐ต๐ณ๐ข๐ค๐ฌ ๐บ๐ฐ๐ถ๐ณ ๐จ๐ฐ๐ข๐ญ๐ด ๐ค๐ฐ๐ฏ๐ด๐ต๐ข๐ฏ๐ต๐ญ๐บ, ๐ข๐ฏ๐ฅ ๐ต๐ฐ ๐ด๐ต๐ฆ๐ฆ๐ณ ๐ค๐ฐ๐ฎ๐ฎ๐ถ๐ฏ๐ช๐ค๐ข๐ต๐ช๐ฐ๐ฏ ๐ฆ๐ง๐ง๐ฆ๐ค๐ต๐ช๐ท๐ฆ๐ญ๐บ ๐บ๐ฐ๐ถ ๐ฏ๐ฆ๐ฆ๐ฅ ๐ข๐ฏ ๐ช๐ฏ๐ต๐ฆ๐จ๐ณ๐ข๐ต๐ฆ๐ฅ ๐ฅ๐ข๐ต๐ข ๐ข๐ฑ๐ฑ๐ณ๐ฐ๐ข๐ค๐ฉ."
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.
ยฉ 2024 Group Caliber | All Rights Reserved | VAT: DK39314320
