3 cma sept 2011
TRANSCRIPT
Measuring Success in
Communications
3CMA Fall Conference, 2011
Performance Management
MethodologyGoals or Priorities
Objectives or Strategies
Desired Outcomes
Measures
Evaluation
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…
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)
What to Measure
Communications = Exchange of Information
Traditional Measures = Quantity of outputs
Success = Altered Behavior by Target Audience
Evolution of Measures Traditional approach:
# newsletters, # press releases
Impact approach:
# instances of desired behavior
% of target population exhibiting desired impact
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)
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
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
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
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)
Questions?
Melanie D. Purcell
Assistant City Manager
City of Norfolk, VA