Five reasons not to measure

Don’t try measurement – unless you want to prove your value to the organization

By Angela Sinickas, ABC, Diva of Diagnostics

That’s right. Don’t bother measuring communication success if:

Stop-sign: Five reasons not to measure

Stop measuring Unless you want to impress your boss. Image by Steve Johnson

1. Your boss already knows the value of communication.

You may be one of the fortunate few whose management team intuitively understands how important communication is to your organization’s success. In that case, you don’t need to do any measurement to get the budgets you want or the promotions you deserve.

Just hope that your management team never changes and your good boss doesn’t get replaced with a bad one who thinks communication is just an overhead cost that needs to be trimmed.

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“I know that half of my advertising dollars are wasted … I just don’t know which half.”
— John Wanamaker, founder of one of the first department stores in the U.S.

Become an ROI Rock Star With the Diva of Diagnostics

Learn to measure communication success like Angela Sinickas

When Angela Sinickas judged a communication competition recently, she came across this one-line description of measurable results on one of the entries: “My client sent me a dozen roses.”

“Well,” says Angela, ABC, IABC Fellow, and president of Sinickas Communications Inc. “At least she counted the flowers.”

Go sign: Green means go

Green means go Do measure communication success if you want to move from being an order-taker to a respected communication consultant. Image by Paka

You’ve heard it throughout your career: Quantify bottom-line business results of your communications through measurement, and you’ll:

  • Earn a place at the decision-makers’ table
  • Secure (or elevate) your job, budget and salary
  • Transform yourself from an order-taker (“Would you like fries with that blog post, Sir?”) to a respected communication consultant

But measuring communication success beyond clicks and page views is hard, and almost nobody does it well.

Enter Sinickas, the Diva of Diagnostics. She’s been measuring communication success for more years than your social media director has been alive. She’s trained communicators in more countries than I have on my bucket list. She’s earned more Gold Quills than Kim Kardashian has pairs of shoes.

And on Oct. 11-12, she’ll be teaching Become an ROI Rock Star With the Diva of Diagnostics in Washington, D.C. This is a rare chance to have Angela look over your shoulder and give feedback on your measurement plan.

We expect tickets to this event to sell out fast. If you’d like to be one of 50 lucky communicators to learn to measure your communications like Angela Sinickas does, please register now.

“Simply life changing.”
— Jose Romero, product manager, Online Experience, Freescale Semiconductor

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