Experts in aligning organizational communication with business goals -  consulting worldwide on  internal and external communication.

  
2-Day Workshop

This highly interactive workshop will provide you with all the tools you need to think more strategically, present your ideas proactively to management in ways that make more business sense to them and use consulting techniques that help you take your seat at the management decision-making table—even if you’re not invited!     Presenter/Workshop Leader: Angela Sinickas   Home
 


The Program:
    
 

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1. SETTING MEASURABLE OBJECTIVES
  • Prioritizing organizational goals for communication sensitivity
  • Identifying audiences with varying stakes in the goal
  • Setting measurable behavior outcomes
  • Determining the right knowledge and belief messages to lead to behavior change
  • Choosing the best media for your messages

 

2.

CALCULATING A RETURN ON INVESTMENT
  • Impact on revenue increase vs. cost reduction
  • Impact on people vs. impact on "things"
  • Measurement over time vs. using pilot studies

 

3.

CONDUCTING A S.W.O.T. ANALYSIS OF YOUR COMMUNICATIONS
(Strengths, Weaknesses, Opportunities, Threats)
Measuring communication alignment with organizational goals
  • Content analysis
  • Impact of messages on behavior
  • Impact of channels on behavior

Measuring stakeholder needs satisfaction

  • Stakeholder analysis
  • Access to channels

Measuring messages

  • The Fog Index™
  • Accuracy of news coverage
  • Avoidance of negative media coverage
  • Starch Test for aided and unaided recall of messages
  • Information gaps between levels of interest and understanding
  • Knowledge quizzes
  • Measuring reputation and branding

Measuring channels of communication

  • Using inventories
  • Identifying current and preferred sources by subject
  • Distribution analysis
  • Measuring effectiveness of specific channels:
    • Executive speeches
    • Sponsorships/community relations
    • Trade show participation
    • Web sites and intranets
    • Publications
    • Face-to-face communication
    • E-mail and memos

Measuring communication department infrastructure

  • Budgets
  • Staffing
  • Roles and responsibilities
  • Internal clients' satisfaction with strategic communication support

 

4.

OVERVIEW OF MEASUREMENT METHODOLOGIES
  • The communication audit process
  • When to use qualitative vs. quantitative measures

Conducting a benchmarking study

  • How to select comparator companies
  • Developing the right questions to ask
  • Making quantitative comparisons valid

Conducting a communication flow analysis

  • Identifying the right operational processes to analyze
  • Following the chronological flow
  • Network analysis

Using interviews and focus groups

  • How many to conduct
  • Developing the right questions to ask
  • Recording responses effectively

Using questionnaires

  • Developing good questions
  • Structuring response scales
  • Administering surveys for maximum response rate

Analyzing and reporting your results

  • Finding the stories behind numbers
  • Quantitative grids for qualitative findings
  • Prioritizing recommendations

 

5. QUESTIONS, CONCLUSIONS, SUMMARY. END

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