How to tie communications to your organization’s business success
When it comes to measuring your communication’s success, there are two ways to do it: the easy way and the Ann Wylie way.
The easy way is through cause and effect.
You send out a coupon; 50 people use it to order a product for net sales of $50,000. Subtract the cost of creating, printing and mailing the coupon from $50,000, and you’ve got the value of your communication.
The Ann Wylie way is through correlation.
If you can’t show cause and effect — and, sadly, most of the time communicators can’t — you should still attempt to show a correlation between our efforts and our company’s success. To set up that link, first establish two things:
1) A communication effort
2) The organization’s success
Then link the two together by establishing that the communication was:
- Acted upon
Make the link
|Start with your goal …||To help the organization increase productivity by 2.5 percent this year by convincing employees to support productivity efforts|
Then ask …
|Was there a communication effort?||Conduct a content analysis to determine what percentage of the publication was devoted to productivity messages.|
|Was the communication received?||Ask questions on a mail-in survey to determine whether respondents read the publication.|
|Was the communication believed?||Review companywide employee opinion surveys before and after you run your productivity messages to measure changes in attitude.|
|Was the communication acted upon?||Conduct exit interviews with groups exhibiting improved productivity to determine whether the publication helped influence their actions.|
|Was there a business success?||Check productivity reports to learn whether the organization met its productivity goal.|