9. Measure Effectiveness

In this chapter, you learn how to

• Evaluate all dimensions of communication effectiveness

• Write clear survey questions

• Implement a survey

• Translate survey data into recommendations you can act on

What’s the most dangerous assumption you can make about communication? That just because you’ve sent a message, employees have received it, understood it, bought into it, and acted on it.

The truth is there’s only one way to know your communication has been effective: by measuring its effectiveness. Measurement also helps you know how to make improvements.

That’s why it’s surprising that many HR and communication professionals neglect measurement. They think measurement is too time-consuming, too expensive, and too ...

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