Measure twice, cut once: effective communication depends on planning and proving.Remember the carpenter's mantra mantra (măn`trə, mŭn–), in Hinduism and Buddhism, mystic words used in ritual and meditation. A mantra is believed to be the sound form of reality, having the power to bring into being the reality it represents. : 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 Craftsmanship Alcimedon a first-rate carver in wood. [Rom. Lit.: Vergil Eclogues, iii. 37.] Argus skillful builder of Jason’s Argo. [Gk. Myth.: Walsh Classical, 29] Athena (Rom. . 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 Noun 1. Ancient Greek - the Greek language prior to the Roman Empire Greek, Hellenic, Hellenic language - the Hellenic branch of the Indo-European family of languages 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 In amphibious operations, the phase normally denoted by the period extending from the issuance of the order initiating the amphibious operation up to the embarkation phase. The planning phase may occur during movement or at any other time upon receipt of a new mission or change in the , 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 IABC International Association of Business Communicators IABC Indo-Americans for Better Community 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 Organizational communication, broadly speaking, is: people working together to achieve individual or collective goals. [1] Discipline History The modern field traces its lineage through business information, business communication, and early mass 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 ABC in full American Broadcasting Co. Major U.S. television network. It began when the expanding national radio network NBC split into the separate Red and Blue networks in 1928. , APR APR See: Annual Percentage Rate . 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 Cap´i`tal`ize on` v. t. 1. To turn (an opportunity) to one's advantage; to take advantage of (a situation); to profit from; as, to capitalize on an opponent's mistakes s>. and save organizational resources while providing value to the bottom line. So strap on those safety goggles goggles, n the protective eyewear worn by dental personnel and patients during dental procedures. goggles see periocular leukotrichia. and develop your communication yardstick for cutting-edge measurement of your communication programs. IABC Research Foundation Reports * "INTANGIBLE ASSETS Intangible Asset An asset that is not physical in nature. Notes: Examples are things like copyrights, patents, intellectual property, and goodwill. These are the opposite of tangible 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 Stakeholders All parties that have an interest, financial or otherwise, in a firm-stockholders, creditors, bondholders, employees, customers, management, the community, and the government. . (US$175 for members; US$230 nonmembers) * "COMMUNICATION RESEARCH PRIMER: MEASURING AND EVALUATING ORGANIZATIONAL COMMUNICATION" This resource guides you through several research projects and discusses developing research questions, data- gathering techniques and applying results. (US$175 for members; US$210 nonmembers) * "EXCELLENT PUBLIC RELATIONS public relations, activities and policies used to create public interest in a person, idea, product, institution, or business establishment. By its nature, public relations is devoted to serving particular interests by presenting them to the public in the most AND EFFECTIVE ORGANIZATIONS" This book is the final product of the "Excellence" project. Contains analyses of survey data, informative case studies and ways to measure and demonstrate the value of public relations in the organization. (US$115 for members; US$135 nonmembers) New IABC Knowledge Centre Manual * "COMMUNICATION RESEARCH, MEASUREMENT AND EVALUATION: A PRACTICAL GUIDE FOR COMMUNICATORS" Learn to prove the value of your communication efforts to your organization's leadership, gain a better understanding of your audience and use your findings to plan successful programs. (US$175 for members; US$230 nonmembers) All products are available through the IABC web site. To order, visit www.iabc.com/store. PDF downloads PDF Download is an extension for the Mozilla Firefox web browsers which allows to choose if you want to view a PDF file inside the browser (as PDF or HTML), if you want to view it outside Firefox with your default or custom PDF reader, or if you want to download it. are also available. INVEST IN THE FUTURE OF YOUR PROFESSION The IABC Research Foundation trustees invite you to join your colleagues in supporting original research that illuminates best practices in global communication. Your contribution will build IABC's body of knowledge about organizational communication. SEND YOUR CONTRIBUTION TO: IABC Research Foundation, One Hallidie Plaza Suite Plaza Suite is a play by Neil Simon. It is composed of three acts, each involving different characters but all set in Suite 719 of New York City's Plaza Hotel. 600 San Francisco San Francisco (săn frănsĭs`kō), city (1990 pop. 723,959), coextensive with San Francisco co., W Calif., on the tip of a peninsula between the Pacific Ocean and San Francisco Bay, which are connected by the strait known as the Golden , CA, USA +1 415.544.4700 800.776.4222 OR DONATE ONLINE AT: www.iabc.com/fdtnweb Please give today. Tamara Gillis, Ed. D., ABC, is an associate professor of communication and department chairman at Elizabethtown College Elizabethtown College is a small comprehensive college located in Elizabethtown, Pennsylvania in Lancaster County. The school was founded in 1899 by members of the Church of the Brethren. It is commonly referred to as "E-town. in Elizabethtown, Pa., and past chairman of the IABC Research Foundation. She can be reached at gillistl@etown.edu. |
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