Alternative Ways to Measure the Effectiveness of Your Publications

If you want to go beyond the usual limits of a traditional readership survey that tells you how well received a publication is, first clarify your objectives. Then you might include additional "impact" questions on your next survey, conduct in-depth focus groups with readers, and conduct some objective, "audience-free" measurements of the publication to see how well those objectives were met.

Sinickas, Angela D. Sinickas Communications (1998). Articles>Management>Communication>Assessment

Benchmarking: Ugly Truths and Unpredictable Outcomes

A walk through a benchmarking project, sharing some of the behind-the-scenes stories of benchmarking gone right, and gone wrong. So, here they are, complete with tales of terror, moments of madness and even some back-room horse-trading.

Sinickas, Angela D. Sinickas Communications (2000). Articles>Management>Communication>Assessment

Choosing the Right Metrics to Benchmark

The assumption that financial analysts make is that low numbers on efficiency (communicators per employee, for example) would be better than high numbers. Unfortunately, that doesn't take into account that low-cost communication may have low impact on the bottom line. If your organization wants to track communication efficiency metrics, then I'd suggest tracking effectiveness measures as well.

Sinickas, Angela D. Sinickas Communications (1999). Articles>Management>Communication>Assessment

Defining Benchmark Questions for Great Results

Part of the challenge of determining the questions to ask during benchmarking is to match the questions to the purpose of the study and the outcomes you are trying to achieve. Below is a breakdown of some of the issues regarding benchmarking questions that need to be addressed before beginning a benchmarking exercise.

Sinickas, Angela D. Sinickas Communications (2002). Articles>Management>Communication>Assessment

Forget ROI, Let's Show How We're Making Money

Throw a stone in a room full of communication professionals and there's a good chance you'll hit one that will back up this statement: senior management loves to see ROI measurements, but seeing how communication initiatives create sales trumps all other measurements. From a marketing communication perspective, simply receiving feedback from a sales team can help your team answer most senior-level frustrations. From the perspective of a sales force, understanding marketing efforts (and how those efforts actually work) aids in everyone's ultimate objective: securing sales.

Cohen, Ephraim. Communication World Bulletin (2003). Articles>Management>Communication>Assessment

The Pitfalls of Financial Benchmarking

Recently I spent two hours with a management consultant trying to help her identify appropriate metrics for benchmarking a client's communication function. Some of the initial financial measurements that were being considered raised some concerns.

Sinickas, Angela D. Sinickas Communications (1999). Articles>Management>Communication>Assessment

Introducing Business Activity Monitoring 

Typically, an organization's processes span multiple systems, channels, applications, departments, and external partners. In this case, how do we monitor such processes? What is the current state of the organizational processes? What is the benchmark for poorly-performing processes and exceptional processes? Most of the time, organizations are unable to answer such questions, or only have a vague idea for various reasons. Either they are monitoring the process with a very limited scope, or the mechanisms for monitoring the process are not in place to allow such details to be available. We rarely find organizations with process owners having an end-to-end view of a process. The big picture of a process is not available to the decision makers on a real-time basis.

Juric, Matjaz B. and Kapil Pant. Packt (2008). Articles>Project Management>Assessment>Business Communication