Many efforts to measure communication question how well messages have been understood and how effective different communication channels are. What we as communicators often forget to ask are the questions that help us connect our communications with the effect they have on behaviorin other words, the effect they have on improvements in the bottom line.
The traditional approach to professional development is to read books and attend conferences. That also works well for learning about communication measurement, but there are some additional, lower-cost options to consider too.
Five approaches to weighing up the cost versus value of employee communication programs
Angela Sinickas provides a list of non-traditional resources that can help a communicator become better at measurement.
The decision on whether to out source communication research depends objectives and resources.
Overcoming the most common excuses for not measuring communication: No time. No budget. Lack of research expertise. Lack of management support.