ABSTRACT
Critical part of the modern communicator's role is to be accountable. Measurement must be present in all your programs, tying your communication outreach and engagement to valuable business outcomes. Communicators, especially public relation (PR) professionals, have the challenge of connecting their communication to higher-level goals and objectives. Their metrics must relate to the financial buckets that hit the bottom line; areas that get the C-Suite's attention. This chapter discusses the questions and answers for success at work of a modern communicator. In communications, trainers are often focused on proving value rather than improving communication by analyzing data trends. They are meant to help communicators find the important tangibles or meaningful outcomes in their business and professional development. The answers help them to carve out what success can look like for them in a number of ways, and to avoid the many measurement mistakes they have made in the past.
