The easiest aspects of our work to measure are the messages we send out and usage of the channels we manage—our outputs. Yet measuring them in a vacuum can lead to setting goals for sending more of the wrong messages through ineffective channels. In this session, you’ll learn how to connect the right message and channel metrics to measurable audience behavior changes that lead to ideal business outcomes.

In this session, Angela will cover:

• How to conduct easy research to identify which knowledge and attitude messages are most likely to influence the behavior changes your communication is intended to support—and which channels would be most effective for each type of message.
• How to connect our successful messaging to the business results either through correlations or cause-and-effect proof.
• Which output measures can be used to predict future outcomes.

You will learn ways of proving the connection between our activities and the financial value of the changes we influence in organizational outcomes by using survey questions, before-and-after metrics and pilot/control groups—both intentional and accidental.

Angela Sinickas is CEO of Sinickas Communications, Inc., a consulting firm that has specialized in measuring the impact of communication on business results since 2000. Angela has conducting communication measurement training in 32 countries and written about the topic in over 150 articles, white papers and book chapters. Her work has been recognized by dozens of awards from PRSA, IABC and PR News. She has a B.S. in journalism and an M.S. in leadership. She is a fellow of IABC and an accredited business communicator.