Controlling? At first, this sounds very mathematical. Often this term is associated rather with accounting than with PR. Nevertheless, also in our sector figures play important roles.

According to the definition in Gabler’s business dictionary, communication controlling describes the transfer and application of the general controlling concept to the planning, management and control of corporate communications. In practice, this usually means measuring communication goals in the form of KPIs (Key Performance Indicators) as well as benchmarking with other companies. The advantage is that specific objectives provide better orientation and communication success and progress is visible.

This ensures that communication activities focus on the agreements since it gets easier to identify weaknesses and to react quickly. In general, it is important that the KPIs are consistent with the communication and corporate strategy. Therefore, KPIs should be discussed and defined with the client in the onboarding phase.

But how do you define meaningful KPIs? Here are our five criteria for SMART KPIs.

S – Specific

The KPIs should be specific. This means they should be formulated in a concrete, clear and precise way. It is not a question of achieving desirable results, but of setting clear communication targets. Instead of talking about a “general increase of coverage figures”, specific targets should be set, such as a “10 percent increase in clippings in product area X compared to the same period last year”.

M – Measurable

In order to verify the achievement of a goal, the KPIs must be measurable. In the case of quantitative targets, this is still relatively simple in terms of coverage or follower numbers, for example. It is more difficult to achieve with qualitative goals such as increasing brand awareness in certain target groups. Here you have to think about suitable KPIs. These could be coverage figures in certain focus magazines in vertical markets, for example. In any case, it is important to ask yourself in advance, how you can clearly see that you have reached the goal. The KPIs must contain concrete, measurable criteria. It is therefore unfavourable to use woolly formulations such as “increasing quality” or “increasing brand awareness”.

A – Achievable

When defining KPIs, close communication with the customer is crucial. Ideally, the goals should be formulated in a positive and action-oriented manner. If the team agrees on the goals and supports them, the likelihood of success is much higher.

R – Reasonable

This criterion is closely related to the previous one: Realistic goals are easier to accept and motivate more than those that are considered unrealistic. However, this does not mean, that we are not allowed to set ambitious goals. They should be achievable. For this reason, it would also be a good idea to set initial targets for the first part of the quarter and then check again after three months how the figures have developed.

T – Time-bound

A clear deadline until it has to be reached must be set for each goal. If a target is not scheduled with a deadline, you will always find excuses not to do it.

The deadline is the key characteristic of a real target. This is also related to the general measurability of the KPIs. Monthly targets are only recommended if they are converted into a full-year target at the end of the year. This applies, for example, to coverage targets. In the summer months or before Christmas it is calmer, many print magazines publish their issues in double editions, which is also reflected in fewer clippings. Before and after large trade fairs there are peaks with special trade fair issues and formats. At this time, more press releases will be sent out because, for example, new products will be presented at the trade show.

These five criteria are a good starting point for the implementation of communication controlling. However, KPIs are never static. They must always be evaluated and modified. In particular, we must not lose sight of the constant references to the corporate goals. With the help of KPIs, the contribution of PR and marketing activities becomes more transparent. The more objective criteria available, the clearer the contribution to the company’s success becomes.

This article was written by Agnes Kultzen, Senior Account Manager at HBI.