COVID Communications Strategy: A Measureable Success
Kristy Zach, Marketing Sciences and Technology Analyst, SAS
Alison Williams, Director of Client Services, UK & USA, CARMA
When an organization has to pivot in the face of a crisis like Covid-19, that’s where quality measurement really shines – providing vital insights to adjust strategy and reset goals to meet the moment. Kristy and Alison will discuss how the communications team at SAS:
- Pivoted a major annual event with a date-driven strategy
- Measured and reported meaningful results back to the business
- Leveraged their measurement programme around SAS’s Covid response to strengthen relationships with key stakeholders across the business
- Aligning PR tactics with organisational objectives
- How organizations can adapt their approach to communications evaluation in times of crisis
- Common mistakes and top tips