Using the Blue
Cross Blue Shield Case Study at the end of Chapter 12 in the KDP textbook, I discuss
how BCBS could measure the results of their communications plan. In this blog I
will suggest ways BCBS can measure the effectiveness of communications and the
relationships with local offices.
BCBS could begin by evaluate the consistency of their
messaging. The focus could be placed on a few nationwide key messages. This
united communication will enable BCBS to quantify what the opinions of the
media are and who is seeing these key messages.
Another way BCBS can measure the communication plan is by
examining what their visibility is, in relation to the competition. Success for
this KPI could be based on the following criteria:
- The overall mention of the company in headlines, articles, and captions
- The volume of coverage
One last way BCBS can measure the effectiveness of their
communication plan for a local franchise is by obtaining greater visibility.
BCBS could work towards having company spokespeople interact with or become
community leaders. This type of action could increase the amount of exposure
and the number of quotes used over the competition. BCBS could track this data
on what is being said and design a tool for improving relations in the
community.
The community is key, so once the word is out and there are good revues among the consumer everything else will fall in place. Good or Bad, word of mouth is key. Yes, public relations in the community, i agree. Great post.
ReplyDeleteVisibility is important to any organization though it means the organization will also have greater fallout for any mistakes or failures. This is why it is essential to have good public relations and make sure the consumer is satisfied. Communication is also key to improving this and you mentioned some good ways this can be accomplished.
ReplyDeleteI think the only way to improve the relationship is to enhance communication. Community is a good way to provide chance to each office coomnicate more. Good job!
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