Quantitative Measurement of

Communication Effectiveness

Presented by Enrico Bautista Jr

 Agenda

The communications process

What is evaluation?
Models of evaluation
Brief case studies
Communications process
Presentation

Attention

Comprehension

Acceptance

Retention

Action - Outcome
McGuire (1984)
 Communication and evaluation

Output (L1)
Presentation

Attention Out-growth (L2)

Comprehension
Acceptance
Retention
Outcome (L3)
Action Lindenmann 1993
 Types of evaluation

Summative final impact

Formative in progress assessment

Should be integrated into all stages of

programs
 What can be measured?

Success or failure of strategy

Message distribution and reception
Understanding, favourability and acceptance
Trends
 What are the other things
that can be measured?
Internal
Staff attitudes; value of newsletters, video, team
briefings
SWOT
External
Sponsorship impact
Issues management and prediction
Stakeholder attitudes
Thank You