You know you should be measuring communication, but you have no budget, no time–and no permission to pester your audience with questions. Stop looking at those as barriers and learn to see them as opportunities to find creative ways to gather data on effectiveness.
Many communication measures can be captured and tracked without having to spend any money or taking too much time, including content analysis, reading grade level analysis, and mining more data out of past surveys.
Learn how to take a series of “snapshot” measurements that need little time to conduct, but still provide meaningful, useful metrics to quantify the effectiveness of your work.
When budgets are tight and times are tough, what key measurements should communicators still focus on in order to demonstrate they are being effective and efficient?
Five approaches to weighing up the cost versus value of employee communication programs
Most senior executives know how to run an organization, but few understand how to use communication. No surprise, then, that they understand even less about communication metrics. Yet they can be stubborn about having you measure what they want, even though it may not help them reach their objectives.
So much of the research communicators do is focused on measuring the messages and channels we manage, how effective our employees and external stakeholders think they are, and the business outcomes of our communication. Yet, we also need to assess our own budgets, our staffing models, where we reportour infrastructureto see how well they support our organization and the communication that needs to be accomplished.
What’s right with communication measurement these days is that a lot more communicators are conducting research. What’s wrong is that we’re not always measuring the right things, analyzing what we’ve learned, or doing much about it.