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1.
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SETTING
MEASURABLE OBJECTIVES |
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- Prioritizing organizational
goals for communication sensitivity
- Identifying audiences with
varying stakes in the goal
- Setting measurable behavior
outcomes
- Determining the right
knowledge and belief messages to lead to behavior change
- Choosing the best media for
your messages
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2.
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CALCULATING A
RETURN ON INVESTMENT |
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- Impact on revenue increase
vs. cost reduction
- Impact on people vs. impact
on "things"
- Measurement over time vs.
using pilot studies
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3.
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CONDUCTING A
S.W.O.T. ANALYSIS OF YOUR COMMUNICATIONS
(Strengths, Weaknesses, Opportunities, Threats) |
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Measuring
communication alignment with organizational goals
- Content analysis
- Impact of messages on
behavior
- Impact of channels on
behavior
Measuring
stakeholder needs satisfaction
- Stakeholder analysis
- Access to channels
Measuring
messages
- The Fog Index™
- Accuracy of news coverage
- Avoidance of negative media
coverage
- Starch Test for aided and
unaided recall of messages
- Information gaps between
levels of interest and understanding
- Knowledge quizzes
- Measuring reputation and
branding
Measuring
channels of communication
- Using inventories
- Identifying current and
preferred sources by subject
- Distribution analysis
- Measuring effectiveness of
specific channels:
- Executive speeches
- Sponsorships/community
relations
- Trade show participation
- Web sites and intranets
- Publications
- Face-to-face
communication
- E-mail and memos
Measuring
communication department infrastructure
- Budgets
- Staffing
- Roles and responsibilities
- Internal clients'
satisfaction with strategic communication support
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4.
|
OVERVIEW OF
MEASUREMENT METHODOLOGIES |
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- The communication audit
process
- When to use qualitative vs.
quantitative measures
Conducting a
benchmarking study
- How to select comparator
companies
- Developing the right
questions to ask
- Making quantitative
comparisons valid
Conducting a
communication flow analysis
- Identifying the right
operational processes to analyze
- Following the chronological
flow
- Network analysis
Using
interviews and focus groups
- How many to conduct
- Developing the right
questions to ask
- Recording responses
effectively
Using
questionnaires
- Developing good questions
- Structuring response scales
- Administering surveys for
maximum response rate
Analyzing
and reporting your results
- Finding the stories behind
numbers
- Quantitative grids for
qualitative findings
- Prioritizing
recommendations
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5.
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QUESTIONS,
CONCLUSIONS, SUMMARY. END |
