Survey 101: CCOs on PR Management
Finds from a Nasdaq Corporate Solutions/KRC Research survey of chief communications officers (CCOs) highlight the convergence of PR and marketing, increased accountability, challenges with KPI inconsistency, and a lack of influence on measurement strategy.
Nasdaq Corporate Solutions conduct a survey of 101 CCOs at corporation in the United States, Canada and across Europe to understand how these communication leaders are using analytics to report effectiveness within their organizations
Visual Communication - 50%
Design - 65%
Content/Script - 55%
Usability - 75%
This infographic outlines the results of a survey of CCOs regarding the KPIs they track or are accountable for. The infographic's overall design and font selection effectively targets the professional/business audience. However, the infographic misses many opportunities to visualize the data it contains, and therefore falls short of effective visual communication. Meanwhile, the copy is excessive — some headers seem unnecessary or repetitive. Some are also misleading or confusing — why does one header focus on "Advertising Value Equivalency" as a favorite KPI when, of the three visualized, it's the third favorite? In the end, these copy and design choices hinder the infographic's usefulness for audiences. Overall, we'd give this a D.