How we measure what changed after a comms response

The comms industry has a measurement gap. Teams draft responses, route them through approvals, publish them — and then move on to the next fire. Whether the response actually shifted the narrative is left to gut feel or a retrospective slide deck weeks later.

Ofeux measures response effectiveness at three intervals: 1 hour, 6 hours, and 24 hours after the approved response goes live. At each checkpoint, we capture sentiment direction, narrative velocity, and an effectiveness score that tells you whether the conversation moved in your favour.

We also track frame shifts. A narrative has a dominant framing: the lens through which the story is being told. If that framing changes after your response, you should know. A sentiment improvement means less if the story's entire angle pivoted underneath you.

This is not vanity analytics. It is the feedback loop that makes comms teams better over time: which response strategies work for which narrative types, how quickly your organisation can move from alert to measured outcome, and where the approval process creates drag that costs you momentum.