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How to measure communication activities and prove you are delivering value to your organisation as well as recognition for yourself and your team
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This document proposes a comprehensive ethics and conduct program for a company. It outlines key elements such as establishing company values through a risk assessment, creating an ethics policy and code of conduct, implementing an inquiry and reporting system for employees, providing awareness training, developing a communication plan, evaluating the program, and ensuring leadership commitment. The proposal details what should be included in each element to effectively promote an ethical culture and business conduct.
Ethics plan.pptx v 2.0
This document proposes a comprehensive ethics and conduct program for a company. It outlines key elements such as establishing company values through a risk assessment, developing an ethics policy and code of conduct, implementing an inquiry and reporting system for employees, providing ethics awareness training, creating a communication plan to promote the program, evaluating the program's effectiveness through metrics and audits, and ensuring leadership is committed to modeling ethical behavior and communication. The proposal emphasizes the importance of a multifaceted program with consistent messaging to build an ethical culture throughout the organization.
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Outputs Outcomes Value
- 1. 3 essentials for proving the benefits of communication activities OUTPUTS, OUTCOMES & VALUE
- 2. Measure all three to win recognition from our leaders
- 3. • Leaders don’t appear to recognise your achievements • Don’t know what executives expect of communications and PR • Don’t know whether you and your team are contributing to the company’s success
- 4. OUTPUTS Content creation, production management, distribution to audiences
- 5. • Disseminating the 5 W’s – who, what, where, when, why & how • Keeping audiences informed and up to date • Explaining key corporate messages • Feeding employees’ views back up the management chain
- 6. Questions for You & Your Team • Questions for assessing our communication activities – these are the minimum • How well did we manage content creation, production & distribution? • Did we use a balanced mix of f2f, print, multimedia & social media channels? • Did we deliver on time & within budget?
- 7. • Measurement is easy, though time-‐consuming using • Quantitative audits • Channel audits • Analytics
- 8. OUTCOMES Cognitive, Affective & Behavioural Change
- 9. • Cognitive • Familiarity, attention, awareness, understanding, knowledge, exposure, reception • Affective • Favourability, interest, desire, liking, preference, conviction, evaluation, attitude, intention, support • Behavioural • Action, trial, adoption, change, involvement, commitment
- 10. • Internal audiences • Customer facing, technical, professional, first line managers, support, administrators, unions, pensioners, contractors, agency staff • External audiences • Customers, potential customers, potential employees, opinion formers & influencers, regulators & legislators, media, suppliers
- 11. • This time measurement is via qualitative methods • Attitude surveys • Open forums, focus groups • Observing behaviour change
- 12. VALUE That which matters to our leaders
- 13. • Revenues & profits • Cost control • Share price • Market share • Effective people • Effective assets • Brand & reputation
- 14. • Sponsor • Board members • Non-‐exec directors • Business unit heads
- 15. • Leaders understand RoI as a way to measure the value of communication activities, as in this example £83,078 revenue/ profit/ saving x33.33% comms attribute = £27,690 comms credit £ 8,655 less cost of comms activities = £19,035 net return after comms costs ÷ £ 8,655 cost of comms 22% RoI
- 16. • It’s not rocket science – we can all do it • Do need to measure all three – outputs, outcomes & value
- 17. • The 8 easy steps for creating communication activities you and your team can use every day • With practical examples, models and action plans • Download your complimentary copy and receive Transforming Tuesdays each week