Ketchum’s Nicole Moreo on measuring purpose communications
The tools and tactics remain the same, but there are some mistakes organizations are more likely to make when executing purpose-driven campaigns.
Brand purpose has become a hot trend for PR and corporate comms as organizations look to appeal to new audiences and compete for top talent.
Yet, how do we know if the campaigns brands implement—touted as “purpose driven”—are having the desired impact? Questions about the real impact of ESG investing and other ethically-minded endeavors are undercutting the efforts of businesses to stand up for social values.
One key for the future of brand purpose is the ability to measure impact, to show the benefits of your efforts and track change over time. And for that, who better to talk to than a measurement expert?
We spoke with Nicole Moreo, executive vice president and U.S. head of analytics for Ketchum, to talk about measuring purpose communications: what’s working and what’s coming next. Moreo will also be presenting on the topic for the Future of Communications Conference Nov. 17, part of Communications Week for 2021.
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