The following is an excerpt from a chapter in the manual 
"How to Measure Your Communication Programs" by Angela D. Sinickas 
copyright 2005 Angela D. Sinickas. All rights reserved.   ISBN 0-9661757-1-9

3

Measuring Messages

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      Sending the right messages effectively is the part of our 
communication jobs that top management is generally most 
interested in.  They don't care as much about the publications 
we edit or about getting feedback from our communication 
audiences. Executives want to make sure employees and customers 
hear what the company wants them to know.
      
In this chapter, you will learn how to conduct the following types 
of measurements to determine the effectiveness of the processes 
you use to share information messages with you audiences:
      
• Content analysis of publications or videos to make sure the 
  messages we send match what's important to our organizations' 
  success.
• Content analysis of media clips to see how well they match the 
  original releases.
• Communication pattern analysis to determine the best way to 
  design campaigns on specific subjects to match our audience's 
  preferences.
• A technique like the Starch Test used in advertising research for 
  unaided and aided recall of messages.
• Knowledge testing to see if your audience actually remembers 
  what it thinks it understands.
(End of Excerpt)
 
 

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