Communications Measurement presentation
28
Communications Measurement Do It Yourself or Hire It Out?
description
Transcript of Communications Measurement presentation
Communications Measurement
Do It Yourself or Hire It Out?
Measurement: What We’ll Cover . . .
Measurement: What Is It? Measurement: Why Do It? Where Measures Can Be Applied How to Get Leadership Buy-In When to Do-It-Yourself (or not) Final Thoughts and Questions
Measurement: A View From Above
So the boss comes into my office one day to ask about our communications program . . .
“Tell me what it means, not what it says.”
Measurement: What Is It?
It can cover a single tactic, or an entire communications program.
It can be tied to a range of targets, including behaviors, finances or audience outcomes.
It can show the value of the organization’s investment in communications.
Simply put, measurement spotlights what works well – or not well.
Measurement: What Is It?
Knowledge(What you don’t know can hurt you)
Validation(Evidence communications are delivering results)
Alignment(At the highest level, showing “line of sight” between communication programs and organizational objectives)
Measurement: Why Do It?
“I know that you believe you understand what you think I said, but I'm not sure you realize that
what you heard is not what I meant.”
– Robert McCloskie
Measurement: Why Do It?
“Verbosity leads to unclear, inarticulate
things.”– Dan Quayle
Measurement: Why Do It?
“If I am to speak ten minutes, I need a week for preparation; if
fifteen minutes, three days; if half an hour, two days; if an hour, I am
ready now.”– Woodrow Wilson
Measurement: Why Do It?
“The newest computer can merely compound, at speed, the oldest
problem in the relations between human beings, and in the end the communicator will be confronted with the old problem, of what to
say and how to say it.”– Edward R. Murrow
Measurement: Why Do It?
“The greatest problem in communication is the illusion
it has been accomplished.”– George Bernard Shaw
Measurement: Why Do It?
Oops!
Measurement: Why Do It?
TOUCHDOWN!
Where Measures Can Be Applied
Example: Marketing Communications
Measure: Organizational trust (strategic)
Conduct audience research to establish benchmarks and identify
gaps.
Outcome:
Sample tools: Use research to inform and drive communications plan with measurable objectives.
Where Measures Can Be Applied
Example: Internal Communications
Measure: Effectiveness of sales force communications (tactical)
Use audit findings to redesign sales communications tools. Create regular feedback loops to measure success.
Outcome:
Sample tools: Audit effectiveness and gaps in messaging and media.
Getting Leadership Buy-In
Determine how the project adds value to communications.
Show where the project adds value to corporate (or departmental) objectives.
Do Your Homework!
Getting Leadership Buy-In
Discuss/agree on scope, objectives.Define commitments for
leaders/staff.Secure necessary financial/staff
resources.
Communicate with stakeholders.
Tell Them About It!
Keeping Leadership Buy-In
Put research/measurement into the field.
Keep the trains running on time.Do regular check-in
communications.Report results.
Deliver As Promised!
Keeping Leadership Buy-In
Don’t dawdle!Use information to build/guide
communications plans.Measure progress against
benchmarks.
Put Data To Use!
Measurement: Inside or Outside?
The closer you are to the project or the target
audience, the less likely it is you will be able to
gather objective data.
Genera
l Rule
of
Thumb
:
Measurement: Do-It-Yourself
Print or e-mail surveys Online pulse polls Event surveys Content audits Pattern analysis Starch test (message recall)
Good candidates for DIY projects include:
Measurement: Hire A Pro
Good candidates for externally-resourced projects include:
Organizational communication audits
Leadership interviews In-person or phone interviews
with employees In-person or phone interviews
with outside stakeholders (customers, investors, prospects)
Measurement: Reality Check
Q: Do external communications professionals think measurement is important?
A: According to a 2009 Benchpoint/AMEC global survey, 88% of PR pros believe measurement is vital to good practice.
But . . . Outputs such as clips and target media placements are still the main measure, rather than outcomes like shifting audience opinion, market awareness or reputation.
Measurement: Reality Check
Q: While internal communications pros also think measurement is important, what percentage of companies do it?
A: According to a 2009 TowersWatson survey, about 57% of companies in the sample had some internal communication measurement in place.
But . . . A separate 2008 study on internal communication measurement showed that only 3% of pros think it is being done well, with 20% saying the measures don’t add tangible value.
Measurement: Reality Check
Q: What are the major barriers to communications measurement?
A: According to the Benchpoint global survey, cost, expertise, and value-added are by far the top issues.
But . . . The number of organizations reporting some use of communication measurement tools rose from 69% in 2004 to 77% last year.
Measurement: Follow the “ABCs”
Always know the end goal.
Be sure to get buy-in and support.
Convert data into action.
AB
C
Measurement: Final Thoughts
Ability to do it
Willingnessto do it
to do itCourage
Communications Measurement
Questions?
