Focused Diagnostics • Practical Solutions • Business Results
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.
Just like the managers of other business functions, communicators need to measure how effective our work is. However, the metrics need to be ones that we can act oneither to keep doing what we’re doing or to know what and how to change.
How can you educate a senior executive who has not yet “seen the light” to value the communication functionand youmore highly?
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.
Read Audience-Free Measurement: High-Quality Metrics without Surveys »
Archana Verma interviews Angela Sinickas about her 2008 IABC Fellow Award and the role IABC membership has played in her career.
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.
Book review of IMC The Next Generation: The book is organized around the authors five steps for using IMC, three of which involve measurement. Other chapters cover the background of IMC and its future, guiding principles for implementation, and how to organize a company so it can better integrate and align its functions around customers.
Read Forecasting and evaluating the impact of marketing communication »
Recommendations for integrating electronic channels with others based on research with 20 companies
Read Intranets anyone? Taking the guesswork out of using electronic channels »
