As diversity chair for the Greater Fort Worth Chapter of the Public Relations Society of America, I was recently tasked with bringing in a guest speaker to discuss communicating with a diverse audience. (The luncheon was focused specifically on diversity.) I invited L. Michelle Smith, AT&T’s head of corporate diversity, and was pleasantly surprised — and excited — when she discussed the company’s use of the Net Promoter Score, or NPS, to measure audience engagement with its brand.

NPS is a real-time measure of how your customers feel about you. Ms. Smith spoke about how AT&T had tailored a segmented messaging strategy to its LGBT audience and used the NPS system to measure the strategy’s effect.