How Well Are Your Communications Working?

This article was originally published in IABC Student Connection, June 2008. IABC, San Francisco, CA (2008).

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 behavior—in other words, the effect they have on improvements in the bottom line.