This highly interactive 2-day workshop provides all the tools you need to measure internal and external communication messages, channels and outcomes.
The Program
1. SETTING MEASURABLE OBJECTIVES
Prioritizing organizational goals for communication sensitivity
Identifying audiences with varying stakes in the goal
Setting measurable behavior outcomes
Determining the right knowledge and belief messages to lead to behavior change
Choosing the best media for your messages
2. CALCULATING A RETURN ON INVESTMENT
Impact on revenue increase vs. cost reduction
Impact on people vs. impact on “things”
Measurement over time vs. using pilot studies
3. CONDUCTING A S.W.O.T. ANALYSIS OF YOUR COMMUNICATIONS
(Strengths, Weaknesses, Opportunities, Threats)
Measuring communication alignment with organizational goals
- Content analysis
- Impact of messages on behavior
- Impact of channels on behavior
Measuring stakeholder needs satisfaction
- Stakeholder analysis
- Access to channels
Measuring messages
- The Fog Index™
- Accuracy of news coverage
- Avoidance of negative media coverage
- Starch Test for aided and unaided recall of messages
- Information gaps between levels of interest and understanding
- Knowledge quizzes
- Measuring reputation and branding
Measuring channels of communication
- Using inventories
- Identifying current and preferred sources by subject
- Distribution analysis
Measuring effectiveness of specific channels:
- Executive speeches
- Sponsorships/community relations
- Trade show participation
- Web sites and intranets
- Publications
- Face-to-face communication
- E-mail and memos
Measuring communication department infrastructure
- Budgets
- Staffing
- Roles and responsibilities
- Internal clients’ satisfaction with strategic communication support
4. OVERVIEW OF MEASUREMENT METHODOLOGIES
- The communication audit process
- When to use qualitative vs. quantitative measures
Conducting a benchmarking study
- How to select comparator companies
- Developing the right questions to ask
- Making quantitative comparisons valid
Conducting a communication flow analysis
- Identifying the right operational processes to analyze
- Following the chronological flow
- Network analysis
Using interviews and focus groups
- How many to conduct
- Developing the right questions to ask
- Recording responses effectively
Using questionnaires
- Developing good questions
- Structuring response scales
- Administering surveys for maximum response rate
Analyzing and reporting your results
- Finding the stories behind numbers
- Quantitative grids for qualitative findings
- Prioritizing recommendations