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
 
    9. Measuring Feedback Systems  
   
Most of the effort spent on measuring communication effectiveness is focused on how well messages travel from management outward to employees and customers.  But it is just as important to identify what ongoing feedback mechanisms a company has in place and how well they are working.
     
Feedback systems fall into two general categories:  official programs and unsolicited feedback.  The official programs include such things as opinion surveys, suggestion systems, telephone hotlines, meetings between employees and CEOs, and exit interviews. The unofficial feedback includes telephone calls, letters and drop-in visits from either employees or customers.
     
When analyzing the feedback mechanisms your company has in place, you can measure both:
     
• The recurring content of what your audiences are saying through
  these mechanisms.
• The actions management is taking on what it hears, which is
  the only way your audiences will feel they've been listened to. 
  If your employees or customers don't feel that anyone running
  the company cares about what is really happening to them, they
  aren't likely to care much about the information you're trying to
  get them to pay attention to.
     
This chapter provides tools for measuring the effectiveness of the
content and the process of upward communication tools that provide feedback to management.
     
Many of the measurement approaches in this chapter are tracking
mechanisms to help you understand the patterns underlying the
day-to-day feedback to help guide management decision-making on ways to fix the problems that are causing negative feedback.
     
In this chapter, you will learn how to conduct measurements for the following types of formal and informal feedback mechanisms:
     
• Suggestion systems.
• Formal question or complaint systems.
• Exit interviews.
• Informal customer letters, calls and complaints.
• Sources of new customers or employees.
• Employee human resources questions.
 
   

(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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