It’s nearly impossible to quantify the ROI of an entire communication program for an entire business strategy in a way that makes sense to executives. You’ll need to pick one particular business initiative that supports one business strategy.
Too often speeches are measured with satisfaction survey questions; instead, we should focus on improvements in knowledge, attitudes and behaviors that are changed by hearing the speech.
Most of the measures of speeches or the meetings in which they are presented focus on audience satisfaction with various elements of the event: the length of the speech, the presenter’s delivery, the amount of Q&A, the temperature of the room. While it’s nice to have a happy audience, it’s more useful to know if the speech made an impact on the audience.
When most communicators think of measurement, they picture a survey. No question that surveys are great, but in this frenetic, needed-it-last-week business environment, no one has time to develop and launch a traditional survey, let alone wait for the results to roll in.
10 steps to connect your communication work with changes in your audience’s actions