In my job, I was often asked by my clients to produce infographics. Apart from explaining processes, infographics are useful in bringing to attention numbers and figures that help to explain the severity of certain situations. But numbers can help prove a fact, but only storytelling can win them over to your side.
There is absolutely no reason why marketing has KPI and communications doesn’t. Yes, I’m talking to you comms professionals. Organisations have concentrated too much on marketing bringing in returns on investments, that they think reach and engagement is directly linked to sales. Wrong, it doesn’t. However, it does lead to an increase in your visibility, your story and how your target audience could be included in weaving the storyline. As I’ve explained in the last post, these are artificial divides that makes an organisation an ineffective group of people who sing in different tunes. It’s time that PR and PA professionals measure the impact of their communications.
We love building silos. Silos define the boundaries of our department so that no one outside of it can touch it. We make sure that everyone working in our team does not communicate directly with someone from another team, because you – as the team leader – want to ensure what information gets through and what doesn’t.