Measurement and Analytics Certificate Program Module 4: Connecting Communication Measures to Business Results

Course Duration: Approx. 6 hours
Module Duration: Approx. 45–60 minutes

Note: The prices below are for this course module only. The price of the entire course is $975 for PRSA members and $1,225 for nonmembers.
Full Price: $245
Members: $195

Category: Measurement & ROI

The Measurement and Analytics Certificate Program goes well beyond simply measuring the effectiveness of communication. You will learn how to build research into the beginning of your communication planning process in ways that are fast, easy and inexpensive. At the end of resource-intensive communication campaigns that involve audience behavior changes, you’ll be able to calculate the marginal ROI on your organization’s communication investment.

Measuring messages and channels is an invaluable way to keep improving the quality of our work. However, executives often ask if the work we do is helping them achieve bottom-line results for our organizations. They want to see the connection between the communication we are doing and how that has changed the way employees work and the way customers and other publics interact with our organizations. Module 4 will demonstrate ways to either correlate our work with business outcomes or prove a direct cause-and-effect relationship that allows us to talk about credible returns on investment as other business functions do.

By the end of this module, participants will be able to:

  • Connect communication to stakeholder outcomes: knowledge, attitudes and behaviors.
  • Define the formula for calculating incremental ROI on a specific communication campaign or channel.
  • Describe several ways of isolating communication’s contribution to behavior changes resulting in improved business results: timing, pilot studies (intentional and accidental), survey questions and correlations between survey results and business results.


Participants with the APR credential earn 1.0 APR Maintenance Credit for completing this online course module.