Tip Sheet: Measurement Methods: You Think You Know, But You Have No Idea

Today, even though good communication is vital to every organization's success, we still agonize over measuring the effectiveness of our programs. So, is your organization getting the most out of its communications dollars? The odds are that you aren't sure; have set up unrealistic goals or measurement tactics; or, the C-suite is skeptical.

The reality is that there is no off-the-shelf, cookie-cutter solution for every organization but, with the help of some straightforward guidelines, you can more easily identify the correct answer for your own.

*Look for a return on measurable objectives, not just a return on investment. From the start, you need the client or management to agree with the objectives and how results are quantified. Communications campaigns can have any number of goals and the success of your organization's efforts can vary on a project-by-project basis. Before you can quantify success, however, you must first answer the question: "What do I expect from this work?" Your objectives can be traditional goals such as improved sales for a particular service or product or more personal targets, such as improving employee morale.