"How to Measure Your Communication Programs" by Angela D. Sinickas
copyright 2005 Angela D. Sinickas. All rights reserved. ISBN 0-9661757-1-9.10
Measuring Communication Climate
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Communication climate is the environment in which communication either thrives or languishes. Very often we communicators spend most of our time and energy on
crafting messages and packaging them in the right media. We become focused on individual communication programs and forget to consider the environmental context within which our audiences will be
receiving them. Unfortunately, all too many things can get in the way of members
of our audience reading or hearing our messages as they were
intended. • The volume of too many competing messages from an overly full
in-box and overcrowded meeting schedule can prevent your new
message from getting the attention it deserves. • Other messages can conflict with the one you're sending. Often this involves management's actions not matching their words, or
messages being sent to customers or the media that are different
from what employees are being told. • The medium used to send the message may lack credibility as a
source on the subject matter. • The timing of the message may either be too late to beat the
grapevine or too early before a context has been established for it. • People's preconceived biases or world views can prevent them from being receptive to your message. When you learn how to identify these potential communication
climate filters or barriers, you can better help your organization
reach its employees or outside audiences more effectively. In this chapter, you will learn how to conduct the following types of communication climate measurements: • Critical incident analysis. • Communication attitude analysis. You can find related information in the chapters "Measuring
Messages" and "Measuring Behaviors and Outcomes.(End of Excerpt).
