Nordics Community | From Outputs to Outcomes: Measuring Communication Impact

From Outputs to Outcomes: Measuring Communication Impact

Communication teams have plenty of numbers to report: reach, clicks, engagement, attendance. But which of those numbers help us understand whether our work is making a difference – and what we should do next?

Join the IABC EMENA Nordics Community for From Outputs to Outcomes: Measuring Communication Impact, a Nordic Connect panel conversation about choosing meaningful measures and using evidence to make better communication decisions.

Connecting communication to organizational outcomes is rarely simple. Other factors influence results, and demonstrating our contribution means being clear about what we can credibly claim.

Questions we’ll bring to the conversation include:

• Where do communication teams confuse activity with impact – and what evidence could tell us more?
• How can we connect measurement to organizational priorities from the beginning?
• What communication data do leaders need to make decisions?
• How should we respond when the findings suggest we need to change direction?

Contributors

The panel brings together Ruxandra-Laura Bosilca, Olha Laptieva and Monique Zytnik.

María Trinidad Maturana Cortés will facilitate the conversation, joined by IABC EMENA Nordics Community Leads David Baldwin Friedman and Ellen Summey.

Bring your questions and experience

Nordic Connect brings local communication communities across the Nordics together to exchange experiences and explore international perspectives on our work.

We’ll begin with a welcome and introductions, followed by a panel conversation with room for your questions and contributions. Come to listen, compare approaches or share a measurement challenge from your own work.

Who it’s for

The session is for communication professionals across disciplines, organizations and career stages, with English as our shared working language.

You do not need to be an IABC member to attend.

Practical details

Date: Wednesday, 4 November 2026
Time: 14:00–15:00 CET
Location: Online via Google Meet
Cost: Free to attend
Language: English

Register to receive joining information. The session will be recorded, and the recording will be shared with registrants afterward.

Lineup

	Ruxandra-Laura Bosilca, Ph.D., SCMP Panelist – Strategic communication leader With 14 years of experience across EU institutions, international nonprofits and research organizations, Ruxandra advises leaders on communication strategy, brand and reputation. She serves on the boards of IABC EMENA and the Global Communication Certification Council.
	Olha Laptieva Panelist – Global Communications Manager, Carlsberg Group Olha has more than 10 years of experience working alongside leadership to bring strategies to life and build inclusive cultures. Her work spans international PR projects, events and initiatives that connect teams across borders.
	Monique Zytnik Panelist – Executive and internal communication expert, author Monique advises leaders and supports organizational change through executive and internal communication. Based in Berlin, she is the author of Internal Communication in an Age of Artificial Intelligence and a former IABC EMENA Region Chair.
	María Trinidad Maturana Cortés Facilitator – IABC Nordics Denmark Coordinator A Chilean strategic communication professional based in Denmark, María is the founder and editor of The Internal Voices. Through articles and interviews with communication leaders, she explores how communication shapes leadership, culture and decision-making.
	David Baldwin Friedman Nordics Community Lead, IABC EMENA David has more than 16 years of independent communication experience in technical and regulated industries. His work spans communication strategy, writing, AI consulting and systems design, with a focus on connecting strategy and execution across human teams and AI systems.
	Ellen Summey Nordics Community Lead, IABC EMENA Ellen has more than 20 years of communication experience across technology, global health and digital transformation. Based in Oslo, she supports global communication and multinational capacity-building at the HISP Centre, University of Oslo.