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Training: Measurement and Evaluation of the Communication Efficiency

Communication Personal Effectiveness Personal Development HR, CSR, Internal Communications PR, Marketing, Advertising, Design Business Development, Sales, Customer Relations
  • Date: 26/02/2026 (THU)
  • Language: Ukrainian
  • Time: 10:00 - 18:00 Kyiv time
  • Format:Offline training day
  • Fee for EBA members:9200 UAH
  • Early Registration for EBA members:8500 UAH till January 26th
  • Place: BC Astarta, 58 Yaroslavska Str., Sigma Software Group
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  Training: Measurement and Evaluation of the Communication Efficiency. Date: 26 February2026. Time: 10:00 18:00. Language: Ukrainian. Format: Offline training day. Place: BC Astarta, 58 Yaroslavska Str., Sigma Software Group. EBA Management Development Centre Team together with Oksana Malychkovych initiate renewed Training: Measurement and Evaluation of the Communication Efficiency.  After finishing the training you will:   Use different methodologies of the communication efficiency  Make information audit   Understand whether it is necessary to make monitoring of social networks and how   Realize the evaluation of the companys reputation   Target audience: everyone who is in the process or interested in the topic of measurement of the communication efficiency.   Programme  Module 1. Welcome & Introductions   Module 2. AMEC Framework for Measuring Communication Effectiveness   Walkthrough of the structure and approach (AMEC table).  SMART goals in every communication campaign.  Difference between output, outcome, and impact.  Metrics to use for specific goals; AMEC “cheat sheet”.  Practical exercise: Five different goals: work through the AMEC matrix, select the required metrics from the proposed table, and formulate SMART goals.  Module 3. Core Media Monitoring Metrics   Methodology for calculating key content-analysis metrics for traditional media: how to make them work for you:  Share of Voice (SoV).  Media Quality / Media Impact Score / Scoring.  Audience reach (whether it’s worth your attention).  Google Trends.  Social media monitoring: what the metrics are based on, what they mean, and what truly needs to be measured  Engagement.  Views — why they are not engagement.  What reach means in social media and whether it matters.  Argument map.  Brand ambassadors.  Crisis dashboard: essential metrics during a crisis to support decision-making  Measuring CSR projects: from goal to result.  Reputation proxy metrics: what to use when there’s no budget for a full reputation audit.  Hands-on Session: four cases — communication solution and effectiveness measurement  Module 4. AI Erea. Welcome GEO. How to appear in ChatGPT results and earn AI loyalty  GEO (Generative Engine Optimisation): we all have a new stakeholder.  Why PR should care.  Technical specifics you can’t avoid.  How to research AI results — practical examples and implemented cases.  Which sources AI prioritises and how to find them.  Optimising for GEO: how to make AI choose your brand in recommendations.  Q&A.  Invitation from the trainer. https://youtu.be/0fI3x1SSSSA After successfully completing the course, participants will receive a certificate of completion of the training. Testimonials from participants of the previous training. Trainers. Oksana Malychkovich. Co-owner of the EL.BI.AY agency, a specialist in media and public opinion research. Invited teacher of the Media Analysis course at the Ukrainian Catholic University.. You can send a question to:. Contact person:. Yuliia Hryshko. E-mail [email protected]. Contact Phone. 067 406 65 40.

EBA Management Development Centre Team together with Oksana Malychkovych initiate renewed Training: Measurement and Evaluation of the Communication Efficiency.

After finishing the training you will:

  • Use different methodologies of the communication efficiency
  • Make information audit
  • Understand whether it is necessary to make monitoring of social networks and how
  • Realize the evaluation of the company’s reputation

Target audience: everyone who is in the process or interested in the topic of measurement of the communication efficiency.

Programme

Module 1. Welcome & Introductions

Module 2. AMEC Framework for Measuring Communication Effectiveness

  • Walkthrough of the structure and approach (AMEC table).
  • SMART goals in every communication campaign.
  • Difference between output, outcome, and impact.
  • Metrics to use for specific goals; AMEC “cheat sheet”.

Practical exercise: Five different goals: work through the AMEC matrix, select the required metrics from the proposed table, and formulate SMART goals.

Module 3. Core Media Monitoring Metrics

  • Methodology for calculating key content-analysis metrics for traditional media: how to make them work for you:
  1. Share of Voice (SoV).
  2. Media Quality / Media Impact Score / Scoring.
  3. Audience reach (whether it’s worth your attention).
  4. Google Trends.
  • Social media monitoring: what the metrics are based on, what they mean, and what truly needs to be measured
  1. Engagement.
  2. Views — why they are not engagement.
  3. What reach means in social media and whether it matters.
  4. Argument map.
  5. Brand ambassadors.
  • Crisis dashboard: essential metrics during a crisis to support decision-making
    Measuring CSR projects: from goal to result.
  • Reputation proxy metrics: what to use when there’s no budget for a full reputation audit.

Hands-on Session: four cases — communication solution and effectiveness measurement

Module 4. AI Erea. Welcome GEO. How to appear in ChatGPT results and earn AI loyalty

  • GEO (Generative Engine Optimisation): we all have a new stakeholder.
  • Why PR should care.
  • Technical specifics you can’t avoid.
  • How to research AI results — practical examples and implemented cases.
  • Which sources AI prioritises and how to find them.
  • Optimising for GEO: how to make AI choose your brand in recommendations.
  • Q&A.

Invitation from the trainer

After successfully completing the course, participants will receive a certificate of completion of the training.

Testimonials from participants of the previous training

Trainers

1 / 1
Oksana Malychkovich
Co-owner of the "EL.BI.AY" agency, a specialist in media and public opinion research. Invited teacher of the "Media Analysis" course at the Ukrainian Catholic University.
Oksana Malychkovich

You can send a question to:

Contact person:

Yuliia Hryshko

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