Watch any Gordon Ramsay show and you’ll hear a lot of screaming and profanity. Chef Ramsay screams because successful restaurateurs know there is no fool-proof recipe for success in that business. The same can be said about communications measurement.
A restaurant’s success is the combination of the ingredients used, the positive reviews secured and the way winning was defined. By combining data from activities, awareness and behavior, communicators can produce evaluations that that are accurate, actionable and vulgarity-free.
Select the ingredients: farm fresh and locally sourced
For communicators, we examine qualitative and qualitative activities — number of emails sent, press releases issued, or the introduction of new branding. Many measurement programs begin and end by counting effort, but fast food proves that ingredients are only one component of overall success.
Analyze the reviews: professional critics and Yelp.com
Opinions voiced in surveys and straw polls, as well as superficial engagement figures such as event attendance or number of blog comments, help communicators measure changes in awareness, attitude and understanding. Lacking context, this information is as helpful as a restaurant review written by the owner’s mother.
Define the win: Michelin stars and long waits for tables
Outcomes are the deliberate result of every other decision and action that was made. Communicators measure outcomes that are defined for each communications project and aligned to the business strategy.
Taste the victory: magic for diners, profits for restaurateurs
A comprehensive picture of your communications programs will help you claim victory for the larger organizational goals or identify and correct problems.
If your program falls short, it’s understandable that some choice words will be used. Gordon Ramsay could have been speaking about public relations when he said “Swearing is industry language…You’ve got to be boisterous to get results.”
Perhaps a little profanity is OK.
Amanda Marko, president of Connected Strategy Group, connects companies with stakeholders to make the business strategy reality and goals achievable during times of change. Connect with her online at www.connectedstrategygroup.com and on Twitter @connectedstrat.