Measure twice, cut once: effective communication depends on planning and proving

Communication World, Jan-Feb, 2004 by Tamara L. Gillis

Remember the carpenter's mantra: measure twice, cut once? It's an adage that respects the value of measurement as a means of using resources and time wisely. In a world where return on investment is everything, carpenters can ill afford material waste or a mark against their reputation for quality craftsmanship. As communicators, we can't, either.

In our fast-paced world of instant communication, measurement is sometimes the last thing communicators have time to think about. Yet proven results are the first thing employers and clients look to when making value (quality and financial) judgments on business communication decisions. How do the communication programs measure up? Are our communication programs meeting their goals and helping solve the problems that we designed them to solve? Is communication contributing to the overall business of the operation at hand? These are often tough questions to answer.

"It is circumstance and proper measure that give an action its character, and make it either good or bad," wrote the ancient Greek philosopher Plutarch. Inherent in this statement are measurement's vital elements: credibility and accountability--some form of measurement against an existing goal or standard and a judgment of quality.

Whether you're developing new projects or reviewing existing communication programs, research and measurement resources will help you develop credibility and accountability.

Think of measurement as an integral part of the communication process, not just an end result. During the research and planning phase, reviewing previous evaluations, setting benchmarks for success and collecting best-practices data can help you develop new and effective measurement resources. Integrating research and measurement as a standard practice will help identify obstacles and opportunities.

Defining clear objectives for communication efforts can be the first step in determining appropriate measurement methods that will get to communication's impact on the success of a business development. In turbulent economic times, a sound measurement and evaluation program implemented by the corporate communication department can show communication's value to the operation and, perhaps, save projects from the corporate chopping block.

The IABC Research Foundation and the IABC Knowledge Centre offer a number of resources to help communicators develop and implement research and measurement programming.

In "Measuring and Evaluating Organizational Communication," a communication research primer commissioned by the IABC Research Foundation and sponsored by Deveney Communication, author Joey Reagan, Ph.D., explains the entire research process, from defining the problem and identifying when research is necessary, to designing research questions, selecting the sample, analyzing and applying results, and reporting findings in terms that will meet objectives.

This primer shows communicators how to use primary and secondary research tools and data to support communication programming. If it's been a while since you took those statistics and research methods courses in college, this primer is an ideal reference to have on hand when designing measurement and evaluation projects.

The newest release from the IABC Knowledge Centre is "Communication Research, Measurement and Evaluation: A Practical Guide for Communicators," written by Louis C. Williams Jr., ABC, APR. This book represents the definitive roadmap to helping communicators navigate the measurement landscape. Aptly named, this "practical guide" provides insights and step-by-step plans for a wide range of proven measurement techniques. Williams helps communicators gain better understanding of their audiences, show their organization's leadership the value and impact of communication on business outcomes, and plan better communication programs. The guide also includes samples, resource lists and case studies, as well as anecdotes that illustrate measurement opportunities.

The carpenter's concept of measuring twice and cutting once can work for business communication, too. When you build measurement opportunities into communication programming, you develop a foundation for sound judgment, compelling justification and convincing data that will help you develop the appropriate strategies to avoid obstacles and barriers. Research and measurement efforts can help you develop communication strategies that capitalize on and save organizational resources while providing value to the bottom line.

So strap on those safety goggles and develop your communication yardstick for cutting-edge measurement of your communication programs.

IABC Research Foundation Reports

* "INTANGIBLE ASSETS AND COMMUNICATION"

Learn the value of your organization's intellectual capital. Includes tools for measuring how well your organization facilitates knowledge sharing and builds relationship capital with various stakeholders. (US$175 for members; US$230 nonmembers)

* "COMMUNICATION RESEARCH PRIMER: MEASURING AND EVALUATING ORGANIZATIONAL COMMUNICATION"