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.
Why you need to make friends with others who measure results: Communication measurements can be even more powerful when compared against measures of operational outcomes communications is affecting.
If we don’t take control of the metrics to be measured by, they will control us when management chooses the wrong targets.
If communicators wanted to work with numbers, we would have become accountants. However, to succeed in todays business climate, we word people need to become more comfortable in a numbers world. Often that means we need to measure the results of our efforts in ways that mean something to our management.