Measurably Aligning Communication with Organizational Goals (about 30 min.)

Measurably Aligning Communication with Organizational Goals (about 30 min.)

 You know you should measure your communications, but where do you start? This session will help you build measurements into your communication planning process in a way that you can later calculate the return on your organization's communication investment. Specifically, we'll cover how to:

• Set measurable communication objectives that connect communication activities with business results.

• Decide what level of communication you should be measuring: communication activities, audience perceptions, changes in behavior or impact on goals.

• Determine how you will define success: audience satisfaction, efficiency, effectiveness or changes in outcomes.

• Calculate the ROI for specific communications.

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Measuring Messages, Channels and Outcomes (45 minutes)

The easiest aspects of our work to measure are the messages we send out and the channels we manage. Yet measuring them in a vacuum may lead us to set goals for sending more of the wrong messages and using more of some ineffective channels. In this session, you’ll learn how to connect the right metrics about messages and channels to measurable outcomes of:

• Improving knowledge

• Making attitudes more positive

• Changing audience behaviors.

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Linking Communication Measurements to Business Goals (about 1 hour)

This session will help you get beyond communicating just for awareness or understanding of broad organizational messages, to communicating more specifically and concretely to deliver business results by measurably influencing your audience’s behaviors.

This workshop covers:

• Selecting which organizational goals are most likely to be affected by communication strategies.

• Determining which stakeholder groups are most important in helping to achieve a particular goal.

• Identifying the ideal behaviors for each stakeholder group to reach the goal.

• Discovering through informal research which knowledge and attitude messages are contributing to the current (incorrect) behaviors and which messages would better motivate the ideal behaviors.

• Choosing the best channels for the ideal knowledge and attitude messages.

• Setting measurable objectives for the messages and channels.

• Designing survey questions that will connect your communications with achievement of the ideal behaviors and organizational goals in terms of a return on investment.

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Calculating the ROI on Your Communications (about 1 hour)

Measuring the effectiveness of communication isn’t enough anymore. Senior management is asking for more direct correlation of the money spent on communication with the business outcomes resulting from it—how it increases revenue or reduces expenses.
 

The session will:

• Provide you with documented examples of how communication has affected bottom-line issues at other organizations.

• Explain how to collect data for the ROI calculation by tracking changes in audience behaviors before and after you communicate.

•  Teach you how to use an ROI worksheet to calculate the return on your own communication campaigns or channels.

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Meaningful Measures for Intranets and Web Sites (about 1 hour)

Everyone knows you shouldn't measure hits, but what should you measure? This seminar covers a number of measurement techniques to track the usage and usability of your sites, as well as other research methods that demonstrate the role your intranet is playing in achieving your organization's business results and in meeting your audiences' needs for information. This session will help you:

• Decide what measures of site usage are most important for you and your management to base decisions on.

• Translate reams of usage data into key metrics you'll want to track over time.

• Use focus group and survey techniques to determine how your electronic channels help achieve your organization's business results.

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How to Measure the Impact of Your Speeches (about 1 hour)

Readership surveys measure publications, usage reports track web sites, but how can you measure the impact of speeches?

This session will provide dozens of ideas for communicators to quantify the value of the speeches they book and write for executives—or themselves. Most current measures of speeches focus on the mechanics of the talks: Did the audience like the topic, length, date, time and venue of the speech? Was the speaker loud enough? Were the slides legible? Did they think the presenter was knowledgeable on the topic?

This session goes beyond these satisfaction-focused questions and show you how to quantify the difference hearing an effective speech makes in the audience:

• Changes in their attitudes.

• Changes in their knowledge levels.

• Changes in behavior and other outcomes.

Equipped with these more meaningful measures, communicators can then calculate the return on investment from speeches. Many of the tips in this session will apply to both internal and external speeches, but you’ll also learn a quantifiable way to determine which external speaking opportunities to accept and reject for your company’s executives.

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Getting the Most out of Focus Groups (about 1 hour)

Not everyone who can write an e-mail is a good communicator, and not every conversationalist makes a good focus group facilitator.  Knowing when to use focus groups and how to get the most out of them requires an artful mix of learned skills and good instincts.

This seminar will help with the skills part.

In this session, you will learn practical tips and techniques to make focus group research as valuable and productive as possible. Specific areas covered will include:

• The differences between focus groups, study groups and other types of meetings.

•  How to use focus groups before or after a survey for maximum effectiveness.

• Selecting the right number of focus groups and enlisting participation.

• Deciding who should facilitate the focus groups.

• Developing the types of questions to ask, and recognizing during a session when to probe further or when to abandon a non-productive tangent.

• Facilitating focus groups, including getting quiet participants to say more and overly vocal ones to let others get their turn.

• Efficient ways to document what you hear in focus groups.

•  Writing reports that get management’s attention.

While many aspects of focus groups are the same for internal or external groups, Angela will also highlight where there are differences, such as pre-qualifying and paying external group participants, and the pros and cons of recording the sessions.

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Getting the Most out of Surveys (about 1 hour)

Many of the measurements we need to manage our communication programs require us to survey our audiences. Yet, there's nothing more frustrating than going to all the trouble of conducting a survey only to find out that the data are inconclusive because of flaws in the way we developed or administered the survey.

This session will guide you through the pitfalls of survey design and help you gather solid data that will hold up against the most piercing scrutiny.

You'll learn to

• Develop questions that provide actionable results and help you calculate an ROI on your communications.

• Determine which response scales best suit your questions.

• Choose random samples.

• Decide how to administer a survey (including phone and electronic surveys).

• Achieve high response rates.

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Measuring the Success of Your Communications (1-1/2 hours)

You've known you should measure your communications, but where do you start? This session will help you build measurements into your communication planning process in a way that you can later calculate the return on your organization's communication investment. Specifically, we'll cover how to:

• Set measurable communication objectives that connect internal and external communication activities with business results. An exercise will help you apply this approach to a current project you’re working on.

• Look at the levels of communication you are currently measuring—communication activities, audience perceptions, changes in behavior or impact on goals—and decide how to transform lower-value measures into higher-value ones.

• Conduct a variety of internal and external measures on messages, channels (including electronic ones) and outcomes to see how effective your communications are.

• Calculate the return on investment (ROI) for specific communications, and even estimate the potential return with your management before you present them with the budget you’re recommending.

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How to Measure Your Communication Programs:
Developing An Ongoing Process (about 3 hours)

More and more often, communicators are being asked to prove to their management team the value of their work. "Word" people need to learn how to live in a "numbers" world. This workshop will show you how to:

• Measure the effectiveness of messages and communication channels 

• Conduct a "communication audit" 

• Apply inexpensive measurement techniques on your own 

• Conduct executive interviews and employee focus groups 

• Present your findings to management for results 

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Measuring the Impact of Employee Communication on the Brand (3 hours)

Advertising and marketing lay a strong foundation for perception of a brand, at least until people have contact with a company. Once they buy its products or interact with its employees, their long-term impressions of the brand will be shaped by their experiences.

This workshop will show you ways of measuring to what extent employees and executives:

• Understand what the brand is.

• Agree the brand attributes make sense

• Behave in ways consistent with the brand

•  Believe the company acts in ways consistent with the brand

You'll learn about measuring information gaps, conducting knowledge tests and identifying employees' preferred sources on brand issues. You will participate in exercises that help you align your own organization's employee behaviors with brand attributes, as perceived by your external audiences.

In addition to learning how you can measure these various aspects of employee communication, which have even broader application than just brand management, we’ll also look at a case study of how one company assessed how well their global internal communication channels reinforced their own brand attributes, using a combination of techniques:

• Executive interviews

• Employee focus groups

• A content analysis

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