Training: Measurement and Evaluation of the Communication Efficiency

• Date: 26/02/2026 (THU)
• Language: Ukrainian
• Time: 10:00 - 18:00
• Format:Offline training day
• Fee for EBA members:9200 UAH
• Early Registration for EBA members:8500 UAH till January 26th
• Place: Ukrainian School of Management
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EBA Management Development Centre Team together with Oksana Malychkovych initiate renewed Training: Measurement and Evaluation of the Communication Efficiency. 

Partner location: A unique modern location from the “Ukrainian School of Management” in the center of the capital, which is ideal for holding intellectual events that require aesthetics, depth, content, and a personal approach.

After finishing the training you will:  

• Use different methodologies of the communication efficiency 
• Make information audit  
• Understand whether it is necessary to make monitoring of social networks and how  
• Realize the evaluation of the company’s reputation  

Target audience: everyone who is in the process or interested in the topic of measurement of the communication efficiency.  

Programme 

Module 1. Welcome & Introductions  

Module 2. AMEC Framework for Measuring Communication Effectiveness  

• Walkthrough of the structure and approach (AMEC table). 
• SMART goals in every communication campaign. 
• Difference between output, outcome, and impact. 
• Metrics to use for specific goals; AMEC “cheat sheet”. 

Practical exercise: Five different goals: work through the AMEC matrix, select the required metrics from the proposed table, and formulate SMART goals. 

Module 3. Core Media Monitoring Metrics  

• Methodology for calculating key content-analysis metrics for traditional media: how to make them work for you: 

1. Share of Voice (SoV). 
2. Media Quality / Media Impact Score / Scoring. 
3. Audience reach (whether it’s worth your attention). 
4. Google Trends. 

• Social media monitoring: what the metrics are based on, what they mean, and what truly needs to be measured 

1. Engagement. 
2. Views — why they are not engagement. 
3. What reach means in social media and whether it matters. 
4. Argument map. 
5. Brand ambassadors. 

• Crisis dashboard: essential metrics during a crisis to support decision-making 
  Measuring CSR projects: from goal to result. 
• Reputation proxy metrics: what to use when there’s no budget for a full reputation audit. 

Hands-on Session: four cases — communication solution and effectiveness measurement 

Module 4. AI Erea. Welcome GEO. How to appear in ChatGPT results and earn AI loyalty 

• GEO (Generative Engine Optimisation): we all have a new stakeholder. 
• Why PR should care. 
• Technical specifics you can’t avoid. 
• How to research AI results — practical examples and implemented cases. 
• Which sources AI prioritises and how to find them. 
• Optimising for GEO: how to make AI choose your brand in recommendations. 
• Q&A. 

After successfully completing the course, participants will receive a certificate of completion of the training.   

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