Cairo, Egypt · November 15, 2026

Defining Communication Metrics

From Activity to Impact: Communication Metrics That Matter

  • 3 hours
  • In-Person
  • Cairo, Egypt
Register for this workshop See how the session runs

Why this workshop

Measure the Change. Not the Noise.

  • Internal Communication professionals responsible for campaigns, initiatives, or ongoing communication
  • Content, channel, and campaign owners
  • Practitioners responsible for defining or reporting communication performance
  • IC professionals who want to move beyond reach, opens, attendance, and engagement as their primary measures of success

Every communication team gets asked the same question: did it work? Most reach for the numbers they already have — opens, reach, attendance — and those describe activity, not effect. This workshop turns real communication objectives into evidence a business will accept: what would count as success, which indicators actually reflect it, and the baselines, targets and timing that make a result credible rather than decorative.

  1. 01What Measurement Is For.
  2. 02Choosing the Indicators.
  3. 03Evidence That Holds Up.

The learning journey

One session. Three moves.

01Part

What Measurement Is For

  • The purpose and principles of communication measurement
  • Connecting communication objectives, outcomes, and success indicators
  • Communication activity, exposure, response, and impact
You leave with

A clear separation between what communication produced and what it changed — and the confidence to say which of the two a given number describes.

The session opens on objectives participants bring with them. Each one is taken apart until the intended change is explicit, then tested against the numbers currently reported for it — which is usually where the gap becomes obvious.

02Part

Choosing the Indicators

  • Outputs vs. meaningful communication outcomes
  • Selecting relevant quantitative and qualitative measures
  • Defining evidence of success and choosing the right indicators
You leave with

A balanced set of measures for a real objective, and the reasoning to defend why those and not the ones already to hand.

This is where vanity metrics get named out loud. Participants choose indicators that reflect the change their objective asked for, mixing the countable with the qualitative, and drop the ones that only describe activity.

03Part

Evidence That Holds Up

  • Establishing baselines, targets, and meaningful comparisons
  • Choosing appropriate measurement methods and timing
  • What the evidence can and cannot claim about communication’s contribution
You leave with

A measurement approach you can take back to your own work: what each indicator is compared against, how it will be gathered, and when.

The session closes on the harder question: what this evidence can and cannot claim about communication’s contribution, so the result survives the first sceptical question it meets.

Your trainers.

Mohamed El Kholi
Mohamed El Kholi CEO, DOTMENT

Mohamed brings more than a decade of hands-on Internal Communication experience across the Middle East. Through DOTMENT, he has led more than 200 Internal Communication campaigns across four regions.

He brings: the campaign perspective — what was actually being asked of a piece of communication, and which evidence held up when leadership pushed back on it.

Mina Mikhail
Mina Mikhail Head of Strategic Communications, DOTMENT

Mina is a strategic communication leader, advisor and facilitator who helps organizations translate business priorities into communication people act on.

He brings: the measurement perspective — turning an objective into indicators a business will accept, and separating the numbers that describe activity from the ones that describe change.

Reserve your seat

Let’s get you registered.

Tell us a little about you and we’ll follow up with everything you need to join — or to bring your team.

After you register, a member of the InCircle team will reach out to answer any questions and guide you through the next steps to confirm your seat.

Questions.

We already report on communication every month. Is this still for us?

Usually more so. Teams with an established report are the ones most often measuring activity thoroughly and outcomes not at all, and the first part of the session is built to surface exactly that gap in what you already produce.

Do I need to be comfortable with data or statistics?

No. The work is deciding what is worth measuring and what would count as evidence, not running analysis. If you have ever been asked whether communication worked, you have the background this needs.

Should I bring something with me?

Yes — bring one or two real communication objectives, and whatever you currently report on them. The session works on your own material rather than a case study.

Is this the same as the measurement domain in the Capability Framework?

It maps to it. Measurement, Listening & Insights is one of the ten domains in the framework, and this workshop is the Academy programme aligned to it — the awareness tool will point you here if that domain is where your result has the most room to grow.

Ready to prove it worked?

The room is kept small so the session works on the objectives participants bring with them — register a seat, or bring the team.

Register for this workshop