Lord Kelvin famously wrote, “If you can not measure it, you can not improve it.” We can go further in the practice of organizational communication: If you cannot measure it, you cannot prove that your communication had any effect.
Measurement, while frequently discussed, gets too little love among communicators. Some don’t measure at all. Others measure the wrong things. Still others don’t undertake any measurement activities until after the communication is over. In this month’s Circle of Fellows episode, FIR host Shel Holtz joins four of his IABC Fellow colleagues — Mary Hills, George McGrath, Angela Sinickas, and Brad Whitworth — to discuss the various ways communicators can build measurement into their communication plans and prepare to measure, including identifying the right metrics and measurement tools.
- Integrated Evaluation Framework from the International Association for the Measurement and Evaluation of Communication
- How Twitter can predict flu outbreaks 6 weeks in advance
- Barcelona Principles 2.0 (including Principle 5: AVEs are Not the Value of Communication)
About the panel
Mary Hills’ career as a marketing and communication professional has been in companies undergoing significant evolution, change and growth. She has held leadership positions with responsibility for developing plans and schemas to support long term growth and business sustainability goals. She has more than 20 years experience and expertise in designing and delivering training and development programs for companies and organizations, bringing theories, models and frameworks into everyday practice. In addition to her role at HeimannHills Marketing Group, Mary serves as Adjunct Faculty in the MS – Global Strategic Communication program at Loyola University Chicago. Mary speaks internationally and nationally on marketing, communication, standards and practices and women’s leadership topics. She is licensed in Adobe Connect and WebEx, using these to conduct virtual professional learning and education sessions.
George McGrath is founder and managing principal of McGrath Business Communications, which helps clients build winning corporate reputations, promote their products and services, and advance their views on key issues. George brings more than 25 years in PR and public affairs to his firm. Over the course of his career, he has held senior management positions at leading strategic communications and integrated marketing agencies including Hill and Knowlton, Carl Byoir & Associates, and Brouillard Communications.
Angela Sinickas is the founder of Sinickas Communications, which has worked with companies, organizations and governments in 32 countries on six continents. Her clients include 25% of the Forbes Top 100 largest global companies. Before starting her own consulting firm, she held positions from editor to vice president in for-profit and government organizations, and worked as a senior consultant and practice leader at Hewitt and Mercer. She is author of a manual, How to Measure Your Communication Programs (now in its third edition),and chapters in several books. Her 50+ articles in professional journals can be found on her website,www.sinicom.com. Her work has been recognized with 20 international-level Gold Quill Awards from IABC, plus her firm was named IABC Boutique Agency of the Year in 2015. She holds a BS degree in Journalism from the University of Illinois at Urbana-Champaign and an MS in Leadership from Northeastern University.
Brad Whitworth is executive communication manager at at Hewlett Packard enterprise. A communication coach at the Stanford Graduate School of Business, Brad was most recently senior communication manager at Cisco Systems. Brad joined Cisco in 2007 and today leads integrated communication for the part of the company that builds partner ecosystems for new markets. Before Cisco, Brad led communication programs at HP, PeopleSoft and AAA. He earned undergraduate degrees in both journalism and speech at the University of Missouri and an MBA at Santa Clara University. A former broadcaster, Brad has made more than 300 presentations to executives, communicators, and university classes around the world. Brad has a long history with IABC, including serving as chairman of the international board and president of two local chapters. He is one of the authors of The IABC Handbook of Organizational Communication.