Proving Our Value as Public Communicators

Public communicators are often asked to do more with less: fewer staff, smaller budgets, and limited time, all while being the first line of defense in a crisis and the public face of their agency. And yet, we still hear the same question: “What’s the return on investment?”

It’s frustrating, especially when we’re juggling public trust, internal politics, and community safety. But if we want to be taken seriously, we need to take our impact measurement seriously.

Being busy isn’t the same as being effective

It’s easy to get caught up in output: how many posts you pushed out, how many reporters you spoke to, how many videos you made. These numbers might show effort, but they don’t always show value.

The real question is: Did it work?

• Did it reduce 911 call volume?

• Did it drive signups or attendance?

• Did it change behavior or perception?

These are the kinds of outcomes that make leadership sit up and listen — and they’re the ones that protect your team when budgets are on the line or scrutiny ramps up. Because when things get tight, “we were really busy” doesn’t hold weight. Results do.

Use the tools you already have

You don’t need a degree in data analytics or a six-figure dashboard. You need clarity. Set a goal, figure out how you’ll measure success, and commit to tracking the right things from the start.