This document discusses measuring success in communications. It outlines traditional vs modern approaches to measurement, moving from outputs like number of newsletters to outcomes like altered behaviors in target audiences. Traditional measures focused on quantity, while newer approaches examine impacts. Tools have also evolved from paper to digital/social media. Examples provided measure objectives like increasing citizen involvement and tourism awareness through outcomes like more board applicants or website traffic from target areas. The document advocates measuring outcomes over outputs and impacts over traditional metrics to truly understand communication success.

1. Measuring Success in
Communications
3CMA Fall Conference, 2011

2. Performance Management
Methodology
Goals or
Priorities
Objectives or
Strategies
Desired
Evaluation
Outcomes
Measures

3. Management vs.
Measurement
 Theory - What is measured is managed…
 What is not monitored is not measured…
 Measures don’t manage
 Measures for measurement sake
 How do we demonstrate success…
 What information or measures assist in decision
making…

4. Communications
Measurement
 Inputs: Hours, $, staff, internally produced articles
 Outputs: # press releases, #/ frequency
newsletters, website/Facebook presence
 Outcomes: Media placements, website/Facebook
hits, coupons returned, repeat advertisers/ sponsors
 Impacts: citizen reaction, volunteerism, new
initiatives, activism, change in tone of media reporting
(positive and negative)

5. What to Measure
 Communications = Exchange of Information
 Traditional Measures = Quantity of outputs
 Success = Altered Behavior by Target Audience

6. Evolution of Measures
 Traditional approach:
 # newsletters, # press releases
 Impact approach:
 # instances of desired behavior
 % of target population exhibiting desired impact

7. Evolution of Tools
 Paper and oral distribution of message (two-way
directional communication)
 Newsprint, TV, and radio distribution of message
(single directional communication)
 Social media, e-commerce/ WWW, silent tracking of
inquiries (multi-layered communication)

8. Citizen Engagement
 Objective: Increase citizen involvement
 Outcome: More and diverse participants on boards and
commissions
 Measures:
 % new members on boards and commissions
 % boards and commission with full membership
 # New applications for boards and commissions
 # Outreach activities and announcements

9. Citizen Engagement
 Objective: Increase citizen involvement
 Outcome: More and new participants in activities
 Measures:
 % growth in class and event attractions
 # fliers, announcements
 # referrals notes
 # coupons from outreach media/ increase in new
participants

10. Marketing & Tourism
 Goal: Increase tourism awareness from out of town
 Objective: Increase interest and visits to community
 Outcome: increase revenues to local businesses
 Measures:
 Hits on promotional website
 From target IP addresses and areas
 Registering for follow-up information and promotions
 Inquiries regarding promotional events, specials
 Return of promotional offer coupons
 Reported revenue on key dates from local businesses

11. Media Relations
 Goal/ Objective: Improve relationships with local media
 Outcome: Better story placement; good news regarding
locality
 Measures:
 # positive stories by media source
 % positive/ neutral of total stories
 # surprise stories without prior discussion with media
representatives
 # individual meetings with media representatives (non-
interview or press conference)

12. Questions?
Melanie D. Purcell
Assistant City Manager
City of Norfolk, VA
Melanie.purcell@norfolk.gov OR mdpcell@yahoo.com