Communications Metrics: How to Measure What Matters as Silos Collapse and AI Rises.”

Many of us in this industry have spent years perfecting the art of measuring the wrong things. We built sophisticated, channel-by-channel frameworks — PR metrics for PR, social metrics for social, influencer metrics for influencers —  But we were confusing activity for impact. Worse, ,measuring each channel in isolation doesn’t just limit your insight. It actively misleads you.

Today’s audiences don’t experience your communications one silo at a time. They move fluidly across a vast and shifting constellation of sources — forming opinions through AI-driven search, podcasts, peer networks, newsletters, short-form video, and channels we may not even be tracking yet. They absorb everything, synthesize it, and arrive at a single, powerful perception of your message or your organization.

The most forward-thinking communications professionals are making a decisive shift: away from tool-based measurement and toward audience-based measurement. Instead of asking ‘how did our content perform?’ they’re asking the harder, more important question: ‘what do our target audiences now believe — and did we move the needle?’

In this session, Katie will  lay out a clear framework for measuring true communications impact — across every touchpoint your audiences use, and in terms your leadership will find impossible to ignore.