Measuring the effectiveness of public relations is a burning issue throughout corporate America, as companies spend millions of dollars each year producing and disseminating
print and electronic messages, but rarely take the time to figure out if the messages are hitting their marks.
But there are answers to the problem, such as periodically conducting communication audits. At Hollister, Trubow & Associates, a PR firm based in Florence, Kentucky, the
audits are called "Communication Effectiveness Studies" (CES). "We believe the term CES is a better description of the process and what the process actually accomplishes. Plus,
the term 'audit' strikes fear in the hearts of many and sets up a potentially negative situation from the very start," says Jay Rayburn, who heads the PR and advertising programs
in the Department of Communication at Florida State University and is also senior associate counsel with Hollister, Trubow & Associates. "But a proactive assessment of an
organization's communications lets the organization know exactly what it has accomplished, and how its accomplishments contribute to the bottom line and the organization's
mission.
Rayburn says a lot of executives think CES (or audit) means a total and thorough examination of ALL communication efforts, both external and internal. "Certainly a CES may do
just that, but the scope of the CES is to determine a priority in conjunction with management, so both the consultants and management know exactly what is expected and what will
be delivered," he says.
To get a handle on what extent communication efforts are succeeding, we asked Rayburn to enumerate the most important questions that ought to be asked when developing internal
communications:
What events indicate a CES is warranted? Any one of four events may indicate the need to conduct a CES: the desire to modify existing communications, adding new methods of
communication, a change in the management team, or mergers and acquisitions.
Why do we conduct a CES? Mainly a CES helps you gather insight and information, pinpoint barriers to communication, evaluate communication effectiveness, and set criteria for
measuring future communication effectiveness.
Other reasons include analysis of the standing of the organization with its employees and community, assessment of readership of company publications, examination of the
organization's performance as a corporate citizen, and to provide a baseline for measurement of future communication efforts.
Who do we study? Three primary audiences are studies in a CES: the message shapers (key individuals who determine the messages within the organization), the message senders
(PR and communication staff who create and disseminate the messages), and the message receivers (all individuals, internally and externally, who receive the messages).
What do we study? A CES examines three key variables: messages (mission, vision, value and position statements), messengers (publications, meetings, special events, media,
etc.), and outcomes (awareness, participation, understanding, advocacy, etc.).
What methodologies do we incorporate? The scope and nature of a CES determine the appropriate methods to use, but generally you should use some combination of surveys, focus
groups, media content analysis, depth interviews, materials review, and competition analysis.
What are the results of a CES? The scope of the CES will determine what you find, but in general the findings indicate the flow of information and influence within the
organization. The CES will also determine the continuity or discontinuity of messages, the consistency or inconsistency of messages, and whether individuals or connected or
disconnected to the organization.
Finally, a CES provides recommendations for how to achieve effective results from the communication process.
Contact: Jay Rayburn 850.644.8750; [email protected]