More Than Metrics: Rethinking Measurement for Meaningful Communication
More Than Metrics: Rethinking Measurement for Meaningful Communication
We’ve all heard it: “What gets measured gets managed.” But what if we’re measuring the wrong things? Or worse — what if we’re measuring for reporting’s sake, without connecting the dots back to strategy, behaviour, and impact?
Too often, communication measurement is treated as an afterthought. A final checkbox. A spreadsheet for the board. But when we shift our focus to measuring what matters — what really matters — communication becomes a driver of insight, alignment, and meaningful action.
Join host Sia Papageorgiou FRSA, FCSCE, SCMP in conversation with award-winning communication consultant Gabrielle (Gabi) Loring FCSCE as they explore how to reframe measurement as a powerful leadership tool — one that reveals what’s working (or not working), where trust is building (or breaking), and how communication can influence real outcomes, not just outputs.
What we’ll explore:
- How to set goals worth measuring — and tie them to business value, not just communication activity
- Why many current measurement practices fall short — and how to move beyond vanity metrics
- Meaningful measurement through case studies and the essential role of measurement in shaping strategy
- How to talk about the impact of your communication strategy through measurement
- How to apply what you learned to your own work through interactive discussion
Who should attend?
Communication professionals, business partners, people leaders, and anyone who wants to move beyond generic KPIs to unlock deeper insights, build influence, and shape smarter strategies.
About Gabrielle Loring FCSCE
Gabrielle (Gabi) Loring is a Managing Consultant at Gallagher, with more than two decades of experience leading strategic communication and employee experience initiatives. A 13-time IABC Gold Quill Award winner and recipient of the 2024 IABC Chair’s Award, Gabi’s work is known for blending creativity with measurable impact. Her expertise spans internal communication, change management, and human resources/benefits communication — always grounded in real-world data, empathy, and strategic clarity.
She is also a long-time leader and mentor within IABC, where she has served as Chicago Chapter President, Chair of the international DEI and Awards Committees, and mentor to professionals around the globe.
About Sia Papageorgiou FRSA, FCSCE, SCMP
Sia Papageorgiou is a globally recognised expert in strategic communication and co-founder of the Centre for Strategic Communication Excellence. With more than 55 awards to her name, Sia works with leaders and teams to design communication strategies that create alignment, build trust, and elevate performance. She is known for helping professionals measure what matters — and communicate their value with confidence
If you're ready to stop reporting and start revealing what truly drives communication success — this conversation is for you.
