"How to Measure Your Communication Programs" by Angela D. Sinickas
copyright 2005 Angela D. Sinickas. All rights reserved. ISBN 0-9661757-1-9Chapter 2
Section I: Measurement Tools a la Carte
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process can be a little overwhelming to communicators who
haven't measured much more than an article's word count in
the past. It can often be easier to start with measuring specific
communication messages or media because they are easier to
get your hands around. They have a tangible reality. For many
of these measurements, the most complicated evaluation tools
needed are a ruler and a calculator. Measuring the effectiveness
of your publications and audiovisual programs has another
advantage for the neophyte measurer -- you can conduct many
of these measures on your own, with little or no budget. And,
once you tantalize your management with some of these easier
and faster measures, you may find that top management is quite
willing and eager to budget more comprehensive measurement
projects that will take significant dollars and staff time -- because
they can see the possible end-results. Section I of this manual provides you with a toolbox of a variety
of simple, low-cost ways to check the effectiveness of
communication processes and media in your organization on an
ongoing basis. None of these tools requires you to have taken
even a single course in statistics. Once you start using these tools, you'll find it easier and easier
to do a mini-testing of the waters before you even begin drafting
a new communication piece, developing the content for your next
publication or video magazine, helping your CEO plan for a tour
of meetings with employees or financial analysts, or crafting a
multi-audience communication campaign for an acquisition or
divestiture. For recurring communications, you'll find yourself
building in steps to measure their effectiveness at the same time
you issue each communication element. These tools are not a replacement for conducting a thorough
audit, which is covered in Section II. Think of an audit as a
full-scale physical exam with a battery of tests. It has its place
in your health care plan. But you wouldn't go to a doctor for a
full physical when you cut your finger. You'd find a bandage
of the right size. If you put on a few extra pounds, your first
step would be to evaluate your diet and exercise patterns and
make reasonable changes. However, if your cut becomes infected
or if those few extra pounds turn into obesity with elevated
blood pressure, then it's time to go for the doctor, pronto. "Similarly, dip into these mini-measures when they seem
appropriate, but be alert to any warning signals that there might
be more serious issues that need the more in-depth approach of
a full-scale communication audit. (End of Excerpt).