Strategic communication professionals must balance a large variety of tasks every day for their company or organization. Not only do internal communications need to be practiced through e-mail, staff meetings, and feedback options, they also must ensure their external communications are conveying the right message to their audience. This blog has talked about the use of social media, the importance of internal and external relationships, and advertising strategies to reach the most people. Now, after a communications professional has gone through the long checklist of disseminating messages, how does one know whether or not the communication plan is successful?
When thinking in terms of company success, there are many tangible and intangible factors with big roles. Success is partly the big numbers at the end of the year. Were product sale goals met/exceeded? Was a certain product acquisition a good investment in terms of revenue? Numbers and quantitative data are convenient measures of a company’s success. However, another important part of overall success is the audience’s perception of your company. Are your products being received positively or negatively? Does your company’s reputation fit well with the community? Does your company have a long, solid relationship with both the consumers and the community?
Intangible factors like feelings and perceptions can sometimes be most important, but are often not considered. As long as employees get their proper paycheck there is nothing to worry about. Think of what the media defines as successful companies: Apple, Microsoft, and Google. These big name brands are not just successful because their products are used every day—they also value internal and external relationships. These brands have had their share of struggles, but being able to withstand good internal and external relationships for so long has made them trusted names in the world. They prove their worth through their services.
When evaluating a campaign, it is important to go back to a company’s original objectives. Objectives can be those specific numbers in sales mentioned before, but they can also be intangible. Perhaps with the selling of a certain product, you company also wants to raise awareness on a topic. Every bottle of Dawn dish soap features a statement about how Dawn saves wildlife. Their website features the statement “Every time you use dishwashing liquid from Dawn, you help save wildlife.” Customers that frequently buy Dawn will expect a picture of an animal on the front of the bottle and understand that Dawn is used to clean wildlife in terms of environmental disasters. When evaluating Dawn, strategic communicators can look at how much Dawn sells, how many visits to their official webpage occurred as a result of inquiry on how it helps save animals, and how many new volunteers sign up.
Sometimes internal employees can determine the success of a project within a company. The old idea about learning from failure definitely applies in the professional world. I can think of times when I was working on a project with a team and we were so confident that we were close to finishing when suddenly something else was thrown in that required us to start all over. Had we taken the time to fully understand the task, we could have prevented having to start over. However, when the next project came along, we were sure to hold a meeting to make sure everyone was on the same page about what needed to be done. What was so important during these tasks was that our leaders never faltered. No one had a negative attitude or wanted to quit. No one blamed anyone for mistakes. We just opened the floor for more suggestions and knew that we would complete the project if we continued to work hard and communicate with one another. Success of a company can be measured in terms of relationship commitment. Openness and assurance in all internal communications as well as emphasizing the human condition will show company success in terms of employee satisfaction. No matter the level of employee, all humans want to be treated as though they are a valued asset of a company. Employees with positive outlooks who continue to work hard are another factor to observe when evaluating success.
While this may not seem the most official way to measure a company’s success, what the public opinion says about a company speaks volumes. I have mentioned the Glassdoor app in previous posts, and how you can view rankings of companies based on a number of factors. However, when I chose to write my own review of a company, I was prompted with questions that will fill those rankings that can be viewed by anyone online. Review sites such as this one or Yelp can assist in evaluating a company as whole.
The first question is to define if you are a current or former employee, which could be the most important question to answer. Is your company satisfying to current employees? Do employees leave your company with positive comments about it? The next question is to list some Pros about working there as if “you are talking to a friend.” Glassdoor understands the impact of Word-of-mouth marketing, and gives current/former employees a chance to praise a company in a way that is comfortable to most people. The next section is to describe cons, or challenges, of working at the company. Finally, the last question is “Advice to Management.” This is where users can express their opinions on how the company is managed. Does upper management encourage growth? Do they accept employee feedback and promote two-way communication?
All of the reviews are anonymous, because Glassdoor wants users to give the full picture of a company. This benefits those looking for a job, but it also gives leaders of companies an opportunity to view how people feel about their work environment and services. Obviously, there are always the setbacks of scorned employees or current employees being asked to give positive reviews, so it is important to understand these reviews may not be 100% accurate. However, these feedback sites usually come up when Googling a specific company, and it would be beneficial for users to see a high rating.
Measuring a company’s success ultimately serves as a summary of each week’s topic these past eight weeks. Companies will find success if leaders are encouraging, open, innovative, and informative. Leaders who get a company excited about a product or cause will see the excitement transfer in both sales and general employee wellness. Reviews, word-of-mouth, and numbers all contribute to measuring success and will be useful in the overall evaluation of a company’s work.