If there is one thing that helps get communicators a seat at the management table, it is speaking the language of management: charts, statistics, and metrics. Yet measurement remains one of the biggest challenges for communicators, both in-house and in agencies.
How can communicators avoid the most common measurement mistakes, and open a management dialogue through measurement?
Genevieve Hilton has been head of external communications Asia Pacific for BASF, the world's leading chemical company, since 2008. In this role she is responsible for crisis communications readiness, stakeholder relations, media relations, and external communications strategy for the region. She was previously a member of senior management at multinational and local public relations firms, most recently at Ketchum Greater China.