Is Communication a Support Function or a Revenue Driver?
Communication is a vital part of any organization, yet its value is often less visible compared to sales or marketing results. Despite the growing importance of communication professionals, financial pressures can convey communication as an expense because its impact is challenging to quantify in monetary terms.
Communication primarily builds reputation, image, and perception. While marketing often focuses on short-term sales support, communication strategies should target long-term goals. Measuring long-term impact is inherently complex due to external factors such as the evolving media landscape, industry trends, competitive dynamics, political and societal developments, economic conditions, technological advancements, and other company activities. Achieving long-term goals also requires consistent investment and resources.
Despite these external influences – or perhaps because of them – communication must showcase the results of its efforts. So, how should communication professionals demonstrate their impact? How can they prove the value of their work internally?
Objectives and Metrics: The Cornerstones of Communication
Just like sales and marketing departments, communication teams should have clear objectives that guide their daily work. Systematic measurement, supported by relevant and actionable metrics, serves as the backbone of goal-oriented communication. Measurement not only tracks progress but also fosters deeper understanding:
- What factors influence the numbers?
- How much of this is attributable to our efforts?
- How do these outcomes align with our objectives?
- How should we act in a similar situation next time?
Goal-oriented communication and measurement elevate the role of communication professionals within the organization's value chain.
Media visibility metrics offer a starting point, but combining media data with other sources, such as surveys, website analytics, CRM data, or marketing and sales investments, provides richer insights. For example, linking key message penetration and media appearances to organizational goals like improved customer satisfaction over a specific period brings communication outcomes closer to business objectives.
The Connection Between Communication and Business
Sales results can be directly tied to revenue, and marketing campaigns often yield easily reportable figures. Yet communication professionals are not at a disadvantage – there are numerous ways communication influences organizational success. AMEC (International Association for Measurement and Evaluation of Communication) advises communication teams to measure how their activities impact business outcomes.
For instance:
- Can increased brand awareness or improved sales be attributed to successful press releases?
- Have sustainability campaigns enhanced the company’s reputation?
- Did a communication-led event showcase the organization’s innovations to a key audience, resulting in new potential buyers or investors?
The strength of communication lies in its authenticity and credibility. Storytelling and a human tone foster trust, a valuable asset not only in competitive markets but also for sustainable business practices.
Communicating achievements and collaborating with business units ensures that communication activities align with core business goals. As part of an organization’s strategy, communication creates lasting value – even when its impact isn’t immediately visible.
The Growing Demands on Communication Professionals
Today’s communication professionals face a broad and demanding role. They act as the organization’s voice in everyday communication and during crises, build and maintain vital media relationships, and manage information across various channels, from press releases to campaigns.
Amid the constant demand for real-time support, communication teams can support leadership with AI-powered media monitoring and analysis. They cultivate stakeholder relationships, assist experts with media appearances, and enhance customer satisfaction – all critical to achieving strategic business objectives.
Measuring the Impact of Communication
The role of communication departments in organizational success is significant yet often undervalued. While business units are evaluated differently, a holistic view reveals more than isolated numbers. Goal-oriented, measurable communication enhances its value within the organization. Key factors in this process include setting the right objectives, integrating communication into the business, and understanding long-term effects.
Communication isn’t merely a support function – it’s a strategic component of organizational success, deeply connected to business outcomes.
