The Data-Driven Communicator

Listening, measuring and evaluating are key elements in the work of a professional communicator. You can only facilitate contact with stakeholders by actually knowing what they think, believe and feel. You can only know whether an intervention is successful if you keep an eye on its impact. And you can only develop and improve initiatives by constructively evaluating what works and what may be done even better. This chapter focuses on the listening, measuring and evaluating part of the communication work of the professional communicator.