Excerpt
  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
 
    5. Measuring Memos, E-Mail and Phone Mail    
   
 
      Much of the print media used to share information still comes
in the form of memoranda and letters.  And, in the last decade,
there has been a phenomenal increase in the number of employees who are connected to electronic mail on their computers and to voice mail on their telephones.  Some companies also issue pagers that have the capacity to receive "written" messages scrolling across the display areas. 
     
Because these newer media have the capacity for mass distribution lists, they are sometimes being used in place of paper memos for greater speed of delivery.  However, just as with old-fashioned print distribution, just because someone sent it doesn't mean anyone at the other end received the intended message. 
     
Consider these situations I've experienced:
     
•  Memos to be shared with all employees in the Phoenix branch of one company continued to be routed by the corporate mail room to the former Phoenix general manager three months after she had
left that position. Every so often, branch employees packaged up
the unopened mail and sent it to their former general manager, who had become a vice president at the corporate office -- on the
same floor as the mail room. 

•  Electronic mail messages were being sent out to everyone on one company's computer network, but most of the salespeople, who were in the office only a few hours once a week, refused to learn how to use e-mail and preferred messages on voice mail.

•  The voice mail messages I had been leaving for my main contact at my PR agency were not being returned by her, but by her boss, because my contact had left the agency nearly a month earlier.  The agency had been too afraid to let me know she was gone because she had been the only remaining person on the team I had hired 12 months earlier.

•  At a Midwestern university, a mailing was once addressed and
delivered not to the intended alumni mailing list but to Flossie, Bossie, Clover and 20,000 of their bovine buddies at the university's South Dairy Barn. It happened because two computer data bases crossed wires. (In all fairness, this was in 1976, when computers were just entering the working world.)
              
Even when the messages sent out are received by the intended
recipients, all too often the channels used are not appropriate for
the content.  Here are a few horror stories -- all of them perpetrated by managers whose jobs were in either communication or marketing:
     
•  One manager preferred to notify his staff of merit pay increases
through e-mail, hoping to avoid conducting performance discussions. 

•  Some consultants were notified that they were being laid off
  through voice mail -- which they happened to check during a break in a client meeting.
 
•  A corporate vice president was sending very long phone mail
  messages to field managers about key hires, with lots of detail on background, starting dates, etc. -- and ended with: "Please pass this on to your employees."  No written version of these messages was ever sent. Nor could the managers forward the original voice mail to all the employees who should have received the information because very few of them were connected to voice mail.  No matter how convenient the selected medium was for the senders, none of these  messages was probably considered appropriately sent by the receivers.
     
This chapter provides tools for measuring the effectiveness of the
content and the format of memos, whether they are in traditional
print format or in e-mail or voice mail formats. It includes some
objective measurement techniques to assess what you are sending out to your audience, as well as tools that ask your audience to evaluate what they are receiving from you. In this chapter, you will learn how to conduct the following types of measurements on print, electronic and audio memos:
     
•  Objective and self-analysis of in-boxes.

•  Volume tracking before and after a "memo mania" contest.
     
"Of course, many of the measurement techniques in the chapter
"Measuring Publications and Audiovisuals" can also be applied to
memos, such as content analysis, grade level testing, etc.
 
   

(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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