Each Wednesday for 6 weeks, the Measurement and Analytics Certificate Program goes well beyond simply measuring the effectiveness of communication. You will also learn how to build research into the beginning of your planning process in ways that are fast, easy and inexpensive. At the end of communication campaigns that involve audience behavior changes, you’ll be able to calculate the marginal ROI on your organization’s communication investment.
It’s useful to measure both perceptions of knowledge and actual knowledge. Make sure to include an “I’m not sure” option in your surveys.
Q: I am researching best practices in communications measurement to identifying when employees are receiving key messages and when they are not. Kind of a “stealth bomber” approach to the
To give data more impact and ensure it gets acted on, Sinickas suggests using simple “dashboard visualizations” such as bar graphs, a speedometer dial or mathematical symbols.
Data that reflects communication performance should do one of two things: indicate success to allow for recognition, or refocus effort where it’s needed most. But if the numbers aren’t distilled down to a few key metrics, neither is likely to happen.
Effective communication of strategy needs a multimedia approach. Put the strategy in writing and publicize it in print and online first, but make sure to hold in-person meetings and capture the questions that come up.
The change curve is useful as an overview of how employees will respond, but as each change project is unique, there is no template for the development of the message and its communication.
The dark days of haphazard readership surveys and job-justifying communication audits have given way to an era characterized by more intelligent, specific, strategic communication measurement efforts. Are you keeping up with the times?