The following is an excerpt from a chapter in the manual "How to Measure Your Communication Programs" by Angela D. Sinickas
  copyright 2005 Angela D. Sinickas. All rights reserved.   ISBN 0-9661757-1-9
Section I: Measurement Tools a la Carte
        Measuring the effectiveness of an entire communication
process can be a little overwhelming to communicators who
haven't measured much more than an article's word count in
the past.
It can often be easier to start with measuring specific
communication messages or media because they are easier to
get your hands around. They have a tangible reality. For many
of these measurements, the most complicated evaluation tools
needed are a ruler and a calculator.  Measuring the effectiveness
of your publications and audiovisual programs has another
advantage for the neophyte measurer -- you can conduct many
of these measures on your own, with little or no budget. And,
once you tantalize your management with some of these easier
and faster measures, you may find that top management is quite
willing and eager to budget more comprehensive measurement
projects that will take significant dollars and staff time -- because
they can see the possible end-results.
Section I of this manual provides you with a toolbox of a variety
of simple, low-cost ways to check the effectiveness of
communication processes and media in your organization on an
ongoing basis.  None of these tools requires you to have taken
even a single course in statistics. 
Once you start using these tools, you'll find it easier and easier
to do a mini-testing of the waters before you even begin drafting
a new communication piece, developing the content for your next
publication or video magazine, helping your CEO plan for a tour
of meetings with employees or financial analysts, or crafting a
multi-audience communication campaign for an acquisition or
divestiture.  For recurring communications, you'll find yourself
building in steps to measure their effectiveness at the same time
you issue each communication element. 
These tools are not a replacement for conducting a thorough
audit, which is covered in Section II.  Think of an audit as a
full-scale physical exam with a battery of tests.  It has its place
in your health care plan.  But you wouldn't go to a doctor for a
full physical when you cut your finger.  You'd find a bandage
of the right size.  If you put on a few extra pounds, your first
step would be to evaluate your diet and exercise patterns and
make reasonable changes.  However, if your cut becomes infected
or if those few extra pounds turn into obesity with elevated
blood pressure, then it's time to go for the doctor, pronto.
"Similarly, dip into these mini-measures when they seem
appropriate, but be alert to any warning signals that there might
be more serious issues that need the more in-depth approach of
a full-scale communication audit.

(End of Excerpt)

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  Table of Contents  (To PREVIEW excerpts CLICK underlined text below.)
  1. Communicate with a Measurement Mindset
    - How Effective are Your Own Communications?
    - Why Bother Measuring Communications?
    - How to Use the Manual
2. Section I: Measurement Tools a la Carte
    - A Beginner's Measurement Toolbox
    - Administering Various Tool
3. Measuring Messages
    - Content Analysis
    - News Release Content Analysis
    - Communication Pattern Analysis
    - Adapted Starch Test
    - Knowledge Testing
4. Measuring Publications and Audiovisuals
    - Objective Media Review
    - Reading Level Test
    - Readership/Viewership Surveys
    - The Semantic Differential
    - Distribution Analysis
    - Minisurveys
5. Measuring Memos, E-Mail and Phone Mail
    - "In-Box" Analysis
    - Content Analysis
    - "Memo Mania" Tracking
6. Measuring Intranets and Web Sites
    - Measuring Outcomes Against Objectives
    - Measuring Web and Intranet Usage
    - Conducting Research with Your Website Users
    - Using Intranets and Web Sites as Measurement Tools
7. Measuring Media Relations
    - Typical Analysis of Clips
    - Advertising Value Equivalency (AVE)
    - News Release Content Analysis
    - Track Avoidance of Negative Coverage
    - Surveying Reporters
    - Adding Questions to Existing Market Research Studies
    - Tracking Behavior Changes Against Media Coverage
8. Measuring Face-to-Face Communication
    - Analysis of Supervisor Communication Skills
    - Communication Diary
    - Analysis of Meeting Effectiveness
    - Network Analysis
    - Message Diffusion Tracking
9. Measuring Feedback Systems
    - Official Feedback Programs
    - Measuring Unsolicited Feedback
10. Measuring Communication Climate
    - Critical Incident Analysis
    - Communication Climate (Attitude) Analysis

11. Measuring Behaviors and Outcomes
    - Looking at Existing Data in New Ways
    - Tracking Behaviors
    - Identifying Sources of New Customers/Employees
    - Operational Communication Analysis
    - Decision-Making Communication Analysis

12. Section II: How to Conduct a Communication Audit
    - Beyond the Beginner's Toolbox
    - In This Section
    - Choosing the Right Research Methods

13. Getting Buy-in for the Audit
    - Doors and Windows of Opportunity
    - Shopping for Buy-in
    - Preparing Your Proposal

14. Working with Your Task Force
    - How Large a Task Force
    - Selection Criteria
    - Meeting Site Selection
    - Tools and Materials

15. First Task Force Meeting
    - Agenda for the first Task Force Meeting
    - Meeting Leader's Help Sheet

16. Developing Questions for Interviews and Focus Groups
    - Developing Your Own Unique Questions
    - A Starter List of Questions

17. Recording Responses from Interviews and Focus Groups
    - Inter-Departmental Information Flow
    - Effectiveness of Communication Media

18. How to Conduct Executive Interviews
    - The Purpose of Executive Interviews
    - Fulfilling Your Personal Objectives
    - Similarities to Journalistic Interviews
    - Differences from Journalistic Interviews
    - Announcing the Interview
    - Practicing Your Interview Technique
    - Conducting the Interview

19. Second Task Force Meeting
    - Agenda for the Second Task Force Meeting
    - Meeting Leader's Help Sheet

20. Preparing to Conduct Focus Groups
    - What Constitutes a Focus Group
    - Focus Groups vs. Study Groups
    - How Focus Groups Relate to Study Groups
    - How to Select Focus Group Members
    - How to Invite Focus Group Participants

21. Facilitating Focus Groups
    - Scheduling Focus Groups
    - Location and Room Arrangements
    - Note-Taking vs. Recording
    - Choosing a Facilitator
    - Tips for Facilitating the Sessions

22. Third Task Force Meeting
    - Agenda for the Third Task Force Meeting
    - Meeting Leader's Help Sheet

23. Constructing Survey Form Questions
    - Determining Topics to Include on the Survey
    - Phrasing Questions for Clarity and Impact

24. Developing the Format of Your Survey Form
    - Designing the Survey's Overall Effect
    - How to Record Answers
    - How to Structure Responses
    - How to Organize Responses

25. Administering Survey Forms
    - Who Should Be Surveyed
    - When to Conduct Surveys
    - How to Distribute Questionnaires
    - How to Collect Questionnaires
    - Administering Your Survey

26. Analyzing Your Results
    - Organizing Your Overall Results
    - Detailed Analysis

27. Reporting Your Results
    - Types of Reports
    - Sections of a Report
    - Some Guiding Principles

28. Final Task Force Meeting
    - Agenda for the Final Task Force Meeting
    - Meeting Leader's Help Sheet

29. Index

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