On Thursday, April 18, 2024, the PRSA Volunteer Chapter hosted "How Do You Measure Up? Why Behavioral Measures are the Only Path to ROI," featuring guest speaker Stacey Smith.
With a wide range of experience spanning four decades and a diverse clientele ranging from Fortune 50 multinationals operations to small not-for-profits, Smith's expertise in strategic communication sheds light on the correlation between communication strategies and organizational success.
Smith started her presentation by explaining how she first encountered this topic as a college student 44 years ago. She expressed how it changed her perspective, which is why she felt she needed to share it with the audience today. Throughout the presentation, Smith highlighted the ongoing challenge faced by communication professionals: reconciling the divergent priorities of organizational leadership and communication practitioners. While leaders often prioritize financial measurements such as profit and productivity, communicators tend to focus on qualitative measures such as engagement and awareness.
The core of Smith's discussion was the importance of ensuring that communication efforts deliver tangible organizational benefits. She emphasized the need to move beyond simple outputs, such as the quantity of press releases or brochures distributed, to focus on outcomes measured through observable behaviors. Smith argued that this change in focus is crucial for showcasing the real value of communication initiatives to organizational stakeholders.
Using insights from psychology and sociology, Smith delved into the intricacies of behavior change and the importance of understanding human decision-making processes. She emphasized the role of research, theories, and evaluation in informing communication strategies and ensuring their effectiveness in driving desired behaviors.
A recurring theme throughout Smith's presentation was the repetitive pattern of communication campaigns. She stressed the importance of continuous evaluation and adjustment based on real-time monitoring and research findings. By adopting this approach, communicators can optimize their strategies and demonstrate a clear return on investment to organizational leadership.
Smith supported a comprehensive method for measuring ROI in communication, which is based on organizational goals, informed by research, and focused on encouraging tangible behaviors that further the organization's mission. She argued that this viewpoint is crucial for dealing with today's complicated communication landscape and demonstrating how communication adds value to the organization's success.
Smith ended her presentation with a humorous anecdote about her mother’s roast recipe that illustrated the importance of questioning tradition and embracing innovation. Focus on driving tangible outcomes and propelling our organizations forward. It's not just about sending messages – it's about influencing behaviors and moving towards success.