If it’s worth doing, it’s worth measuring
Mediaverse were once again proud sponsors of the Corporate Affairs Summit in 2014. We spend a lot of time in the media evaluation ‘bubble’ and while we love it dearly, it’s always good to get out of that space and share ideas with some of the leading experts in the corporate affairs and communications field.
Our CEO Karen Crawford spoke on a roundtable with Meaghan Telford of NAB and Karyn Munsie of Bank of Queensland, looking at ways to capture the influence of key stakeholders in the media and government. An all-female panel is a rare thing, and this one was a treat! Karen spoke about the importance of good, focused key messaging in reaching out to stakeholders and the value of measuring cut-through of those messages. She also discussed the value of understanding what competitors are saying to key stakeholders in order to help your message stand out.
So what else did we learn at the Corporate Affairs Summit?
- “If it’s worth doing, it’s worth measuring”. We’ve been hammering this message for some time, but it was great to hear it from Helaine Klasky, Global Head of Public Affairs at GE, who said that “everything we do, we measure”. Words to live by!
- We often focus a lot on what the media are saying about our brands, so it was interesting to hear many speakers stress the importance of internal communications. Pierre Goad brought some great insights into the powerful internal comms tools used globally at HSBC, while Chris Fogarty of Billabong spoke about the importance of communicating with internal stakeholders during a crisis.
- While last year’s Corporate Affairs Summit saw some backlash against social media, this year the experts took a more nuanced view. Social media can be a powerful resource if used well, as demonstrated by many advocacy groups that have successfully harnessed online opinion to support their cause.
- Whether you’re stressing over a media crisis or struggling to get coverage, it always helps to look at the bigger picture. Melissa Fleming of the UN High Commission for Refugees gave a passionate and moving presentation that really resonated with the audience. Learning more about the global refugee crisis helped put our everyday communications challenges into perspective.
Thanks to Connect Events for organising the event, and to all who tweeted along with us!
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