Improving Your Business With Communication Measurement

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By Chloe Gib

Communication measurement is a tool used to maintain good public relations of a business with its stakeholders by checking their attitudes and behavior. It helps in the consideration of the stakeholders when people are making decisions for a company. This helps to align the attitudes of a stakeholder and the business goals and outcomes.

This measurement is commonly done once in a year by experts outsourced by an organization or by those employed to do so. Measurement can also be done before a campaign to know the effectiveness of a program. It is done at some intervals so measure the shifts of stakeholder's attitudes.

There are two main types or procedures of communication measurement that people employ in their organizations. They start with the baseline research. This should be done to check the attitudes, information and behavior that the people have just before the campaign is done. They consider how information is passed and received.

The next type is the functional one. This is done after a campaign to see if its functionality is effective. It is done through comparisons of the results of the baseline research. Some of the element they study is the number of messages sent, those delivered and those that failed to be delivered. They check if it is satisfactory to them.

The first thing you need to do for matching the campaign results with the outcomes of this business is to look for the objectives of the company that can be impacted. You then have to break out behavior that need changing by the stakeholders in order to achieve the organization goals. This should be done as much as many have ignored it. AS soon as you are through with it, you can identify the stakeholders involved and check what attitude and information should change so as to change the behavior and select the best channel for them. After you have finished all this then you may sit down and come up with a good channel and relevant message.

Some of the impacts to measure include the types of messages delivered and the feedback from the stakeholders. One checks on the way the message influenced their behavior. The impact on the business goals and outcomes should be quantified and finally the financial impact is evaluated by considering the clients and stakeholders retained.

The methodologies applied on the communication measurements include questionnaires, making discussion groups and focus groups. This research may be done internally for the employees or externally to the stakeholders. It aim is to stabilize the people involved in the business with its goals and outcomes.




About the Author:

Angela Jeffrey & Associates offers communication measurement and public relations evaluations for your company. Get top research from the best. (http://www.measurementmatch.com/)