Page 1

Why, When and How? Satisfaction and engagement surveys are usually carried out annually and will carry added questions to supply some insights to the effectiveness of communications. Prior to some specific communications campaign. In order to best understand the effect of communications, it is necessary to measure (comprehension, attitudes, knowledge etc) before a campaign. Following campaign or a substantial communication. It is crucial to measure the effectiveness and impact of initiatives and critical communications programs. This allows one to tailor communications that are inner to ensure they're delivering quantifiable business value and successful. At intervals to track attitudes. Routine measurement helps communicators to gauge the ever shifting feelings and attitudes in a organization and to tailor messages to ensure they are suitable to their crowds. Pulse checks and to gather feedback on particular issues also temperature checks during and after special events offer an insight to the dilemmas and challenges an organization faces. At periods against KPI's to benchmark and track. Tracking trends over time and measuring frequently against standards provide an early warning of issues which could go undetected until they have escalated. Things to Measure? Determining which facets of communicating to measure is determined by the organization's specific company and communication objectives. Several examples of helpful communications measurements include: Communication measurements that are baseline before communication can quantify; the present communications stations accessible, in addition to ascertaining the existing information available, how easy it is to find, present knowledge, attitudes and behaviours of workers also to identify other variables affecting attitudes and behaviours. Functional communicating measurements Following a communication or effort, functional aspects of communication should be quantified. Comparisons to the measurements that are baselines are not useless. What things to Measure - Measuring Impact Measuring of the impact communicating is a vital measure and measures can include: Audience perception measurements including factors for example; types of messages and % received, communications recalled. Were messages viewed as credible, consistent and useful? Were the messages comprehended? How well do workers feel they are being supported? Do workers understand precisely what has to take place as an outcome of the communication(s)?


Change in Behaviour The aim of most inner communication will be to improve behaviors and the attitudes of workers. Thus, it is precious to recognize and quantify factors including; What changed? What is different? Impact on company targets / Outcomes Communication measurement should enable Internal Communicators to quantify the impact of communications on business objects. For example: The quantity of workers who signed up for share scheme (following its promotion) The shift in attitudes regarding the planned impact of increased customer retention and customer service The amount of useable ideas submitted via an employee proposition initiative (and the monetary value of these suggestions) Isolating the effect of communicating Communicating will not happen in a vacuum plus it will often be hard to isolate the impact of communication versus other variables (incentive schemes, new product launchings, factors external to the organization etc). Possible alternatives include: Evaluating the change in behaviour with respect to a business aim that has been conveyed well, versus a business target with little or no communication

Estimate the % influence of communications versus other variables that are influencing. Computing the fiscal value of communication Calculations of the monetary value of communication will, at best, be approximations. However, it is still an essential part of communication measurement as it can show the enormous value of internal communication that is effective and starts a dialogue with senior managers also. Think about the impact of an effective inner crisis communication response. Quantity of customers kept Retention of good staff who might otherwise have left Tools to Aid the Measurement of Internal Communication contain: Desktop quizzes and surveys. Aside from in depth on-line or paper based surveys, popup quizzes and desktop computer surveys provides added measurement and benchmarking capability through the entire year.


Incentives. A prize motivator can support staff to participate in a quiz or survey. Qualitative Communication Measurement Qualitative techniques can contain: Form that is free replies in surveys. Focus groups Discussion forums. Although face-to-face interviews and focus groups are often the top option for qualitative communicating measurement, internal social media could be a good add-on or replacement. Set up to investigate specific issues. Screen opinions produced in discussion forums to gather qualitative measures of how workers are thinking acting and feeling Preventing Survey Bias Avoiding non- self select prejudice or response. When surveys rely on employees to opt in or 'self select', you may mostly hear from people or the squeaky wheels with the agenda moving them to participate. A background survey tool provides random sampling recurrence and escalation options to help ensure that representative internal communications measurement data is gathered from over the corporation. Control groups. Set up for communications campaigns. Identify survey responses from control groups and consequently to compare and assess the impact of internal communications campaigns. Multiple select questions. For many types of questions, e.g. In these cases, supply multi-select reply choices. Comparisons. Assess the impact of communications on individuals who viewed a unique communications against those who didn't. The impact of time. Recall rates will fall over time, consequently communications measurement has to be carried out after each campaign at the exact same time period if communicating efforts are to be compared with one another. Ensure that communications measurement is carried out at a time that was regular after each campaign. Supplying circumstance for survey or a quiz. Context needs to be given to get a quiz or survey. For example, a product knowledge quiz without context could cause workers to be worried about the aim of the quiz and maybe work more difficult to ensure they supply the responses that are right. Supporting Survey Contribution Encouraging the survey to support contribution. The higher survey participation rates really are, applicable and the more mathematically accurate the results will undoubtedly be. Use innovative internal communications channels including; screensaver messaging, scrolling desktop feeds, desktop alerts and user generated staff magazines to boost the profile of surveys and encourage contribution. Communicating survey findings and actions being taken. When workers think the outputs from staff surveys will probably be used, they may be prone to participate. Hence, ensure that the consequent


actions being taken as well as survey outcome are well communicated to staff. Newsfeeds screensaver messages and articles in the staff magazines are great http://www.lane4performance.com/ manners get messages across without their becoming buried in email inboxes.

Why, When and How?  
Read more
Read more
Similar to
Popular now
Just for you