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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
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  Training: Measurement and Evaluation of the Communication Efficiency. Date: 16 October2024. Time: 10:00 18:00. Language: Ukrainian. Format: Offline training day. Place: Sense Hub. EBA Management Development Centre Team together with Oksana Malychkovych initiate new 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 Introduction (15 min) The AMEC Integrated Evaluation Framework – the method to assess the effectiveness of communication campaigns (120 min). The section provides theoretical and practical exercises , working in groups  Analyse the structure and approach to assessing the effectiveness of communications ( AMEC framework)  Difference between output, outcome, impact levels of effectiveness  SMART goals in each communication campaign  Specific - specific  Measurable - measured (in numbers)  Achievable - achievable (required budget and resources)  Relevant - significant  Time-bound - time-limited  Examples of filling the AMEC table for commercial and public sector  Metrics that can be used for a specific purpose, analysis of cases of participants (chosen in advance from pre-session questionnaire).  Pause - coffee, 20 min.  Information audit - the main metrics of media monitoring. (90 min) Interactive section, questions and answers  Methodology for calculating the main metrics of content analysis of traditional media, what is based on, what is useful and how to make these metrics work for you  Share of Voice (SoV)  Media quality/Media Impact Score/Scoring (MQ/MIS/Score)  Topics of publications (when useful and how we divide)  Audit Audience reach(what is based on and whether it is worth attention)  Monitoring of social networks, what the metrics are based on, what they mean and what really needs to be measured in social networks.  Engagement  Views - why theyre not included in engagement metrics   What is the media coverage in social networks and whether it is worth attention  Argument Map  Brand’s Ambassadors  Scale of emotions. What makes the audience become a fan of the brand or vice versa  Lunch break, 1 hour  Measurement and evaluation of the company’s reputation (90 min)  RepTrak Index. Does the alternative exist?  Does the classic RepTrak matrix reflect the perceptions and expectations of Ukrainian society?  The 360 approach, and how to combine media resonance, opinions on social media, and sociology into a single reputation score.  Trainers. Оксана Маличкович. Співвласниця агенції «ЕЛ.БІ.АЙ.», фахівчиня з досліджень медіа та громадської думки. Запрошена викладачка курсу «Медіааналіз» в Українському католицькому університеті.. You can send a question to:. Contact person:. Ірина Шевчук. E-mail [email protected]. Contact Phone. 067 240 90 90.

EBA Management Development Centre Team together with Oksana Malychkovych initiate new 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

Introduction (15 min)

The AMEC Integrated Evaluation Framework – the method to assess the effectiveness of communication campaigns (120 min). The section provides theoretical and practical exercises , working in groups 

  • Analyse the structure and approach to assessing the effectiveness of communications ( AMEC framework) 
  • Difference between output, outcome, impact levels of effectiveness 
  • SMART goals in each communication campaign 

Specific – specific 

Measurable – measured (in numbers) 

Achievable – achievable (required budget and resources) 

Relevant – significant 

Time-bound – time-limited 

  • Examples of filling the AMEC table for commercial and public sector 
  • Metrics that can be used for a specific purpose, analysis of cases of participants (chosen in advance from pre-session questionnaire). 

Pause – coffee, 20 min. 

Information audit – the main metrics of media monitoring. (90 min) Interactive section, questions and answers 

  • Methodology for calculating the main metrics of content analysis of traditional media, what is based on, what is useful and how to make these metrics work for you 

Share of Voice (SoV) 

Media quality/Media Impact Score/Scoring (MQ/MIS/Score) 

Topics of publications (when useful and how we divide) 

Audit Audience reach(what is based on and whether it is worth attention) 

Monitoring of social networks, what the metrics are based on, what they mean and what really needs to be measured in social networks. 

  • Engagement 
  • Views – why they’re not included in engagement metrics  
  • What is the media coverage in social networks and whether it is worth attention 
  • Argument Map 
  • Brand’s Ambassadors 
  • Scale of emotions. What makes the audience become a fan of the brand or vice versa 

Lunch break, 1 hour 

Measurement and evaluation of the company’s reputation (90 min) 

  • RepTrak Index. Does the alternative exist? 
  • Does the classic RepTrak matrix reflect the perceptions and expectations of Ukrainian society? 
  • The 360 approach, and how to combine media resonance, opinions on social media, and sociology into a single reputation score. 

Trainers

1 / 1
Оксана Маличкович
Співвласниця агенції «ЕЛ.БІ.АЙ.», фахівчиня з досліджень медіа та громадської думки. Запрошена викладачка курсу «Медіааналіз» в Українському католицькому університеті.
Оксана Маличкович

You can send a question to:

Contact person:

Ірина Шевчук

Contact
067 240 90 90

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