Angela Sinickas, the Diva of Diagnostics, shares her award-winning entry
When International Association of Business Communicators Gold Quill judges gather for a drink or three after a day of being deciders, we joke that we should put on a seminar about how to win a Gold Quill award. We’d call it:
“You may already have lost.”
The reason: Too many communicators submit award entries without the winning component — measurement. In fact, to save time in the judging process, I often start by looking at the evaluation section. No measurement? No statue.
So I was delighted when Angela Sinickas — ABC, IABC Fellow, president of Sinickas Communications and guru of communication measurement — sent me her latest Gold Quill Award-winning entry.
Here’s how she set and measured her goals for the project, a two-part article about creating communication dashboards for Strategic Communication Management. (That’s right, an article — not a multibillion-dollar marketing campaign.)
How Angela Sinickas measured her results
|Expand the reach of Sinickas Communications’ reputation as a leading-edge expert in measuring communication effectiveness||Have at least 25% of the article’s readers find it valuable enough to share with other communicators or their business management||A survey, administered through SurveyMonkey, sent to 59 communicators who had requested a copy of the article|
|Increase the likelihood of people hiring us for projects or buying our products||Obtain at least one client project as a result of their having read the article||Customer queries||Four queries from people who said they’d read the article; one paid off in a consulting engagement.|
|Provide enduring value to the article’s readers||Output target: Write the article at a Flesch-Kincaid grade level readability score of 12.0||Microsoft Word’s Readability Statistics||The Flesch-Kincaid grade level score was 11.7.|
|Knowledge target: Have at least 50% of readers say they learned something new||SurveyMonkey survey||39% said they learned something new.|
|Attitude target: Have at least 50% of readers feel more confident in their ability to develop performance measures||SurveyMonkey survey||54% said they felt more confident because of the article.|
|Behavior target: Have at least 25% of readers say they used the information to change the way they set performance targets, measure their progress or report on their results||SurveyMonkey survey|
Tricks to steal from Angela
Note Angela’s four-part format:
- Quantifiable measure for that objective
- Measurement tool
- Statistical result
You need all four of these to create and measure bottom-line business objectives.
Also, notice her tools — Microsoft Word’s Readability Statistics, for gosh sakes! (Rev Up Readership members, download a free e-book on how to use this valuable gizmo.) You don’t need to fund a statistically significant study to measure communication results.
No wonder she earned a Gold Quill!
How can you find inspiration in Angela’s approach to provide world-class measurement for your own communication campaigns?