| Who has time to do communication
audits anymore? Only the lucky few. Angela Sinickas,
ABC, a regular advisor to TMCA and speaker at
its conferences, shows ways to find out everything
you need to know, just as fast as you need to
know it.
When most communicators think of measurement,
they picture a survey. No question that surveys
are great, but in this frenetic, needed-it-last-week
business environment, no one has time to develop
and launch a traditional survey, let alone wait
for the results to roll in. So what’s the
alternative? Take a series of “snapshot”
measurements that need little time to conduct,
yet can still provide meaningful, useful metrics
that quantify the effectiveness of our work.
Sinickas suggests to consider the following "Snapshot
Metrics:"
• Distribution: random phone calls or walk-around
observation
• Understandability: Flesch-Kincaid grade
level test through Microsoft Word
• Alignment: content analysis
• Impact: track behavior changes using before/after
measures or pilot/control groups or Web usage
software
• ROI: apply financial value to behavior
changes
• Efficiency: track staff time and budget
against ideal targets
Click
here to download .pdf of full article on Snapshot
Metrics and Scorecard.
>
Return to Communications
|
