A unique way communicators can measure impact

Measuring impact and demonstrating ROI continues to top the list as one of the biggest challenges faced by communication professionals.

Roadblocks such as understanding organizational goals or KPIs, knowing what to measure and focusing on outcomes versus activities keep many communicators from developing strategies that focus on getting audiences to take the actions that produce the business results our clients are after.

But the PR team at Progressive Insurance knows how to uncover the right information to capture what to measure and impact the bottom line. Learn from Progressive’s 2020 hiring initiative project to improve your communication and measurement.

“Progressive is a very data driven company and I always wanted to align and improve our measurement efforts to better help the company grow, as well as demonstrate our PR value,” says Mary Shaffer, Progressive’s PR manager. “The first step was a conversation with our analysts and media buying team to get us speaking the same measurement language as other areas of the business — awareness, consideration and acquisition.”

Business goals