Monday, March 20, 2006

Communication measurement 101 at NevilleHobson.com

Communication measurement 101 at NevilleHobson.com: "I was reading some of the excellent commentaries posted in the new IABC Communication Commons series of blogs which launched last month.

One gem in particular caught my attention - Connecting inputs to outcomes, a common-sense and concise view of communication measurement by Angela Sinickas posted to IABC Measurement Commons.

Break out specific behaviors/actions for different key stakeholders that need to change in order to achieve the business outcome. (This is the step most communication plans skip over.)

Use qualitative research with the affected stakeholders to identify what knowledge and attitude changes are required before they would change their behaviors, and which communication channels would be preferred for knowledge and for attitude inputs.

Develop your communication tactical plan with specific messages and channels you will use to influence "

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