By André Ranieri
A corporate communication work (media relations, influencers relations, internal communication or social media management) can be well done, produce good results and achieve the desired goals, but at the same time all the work may not be recognized as it should. How? Simple! With a poor results report.
From the moment that the partnership between the communication agency and the client is signed, a series of steps begins. The meetings take place to better understand the client’s goals and to define the strategies that will be used, the intended media outlets, the spokespeople who will act, the editorial line of the internal newspaper, the target audience in social networks, etc. The entire process is changeable, sometimes lasts only one day, sometimes lasts years. But regardless of the job’s shelf life, there is one element which will prove if it was well done: the final results report — usually delivered periodically.
This report must point through measurement techniques everything that has been achieved with the partnership, and if the desired goals were achieved. The client is always looking for tangible results, not simply the amount of published materials, sent newsletters or Facebook posts. The client wants more, they want to know how many people were impacted, their profile, how much this represents in monetary value, the repercussion, the positive and negative points. The more complete the report, the better is the impression on the communication agency’s work.
A results report made with effort, for example, is not able to improve a sloppy job. On the other hand, a sloppy report can ruin a good job. Therefore it is vital that the agency really understands what the client is looking for, to develop then a strategy according to these needs, and in the end, be able to show the achieved goals to the client (or — why not? — to show that the agency overcame the goals!)
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