Elena – the measures you note are what I call “fitness” measures. They are important, but you’ll find more value in assessing communication outcomes.
Outcomes include the behaviors the client needs out of the employees, as well as the knowledge and feelings your communication is trying to convey to encourage the targeted behaviors. Survey questions can be as simple as “how well informed are you about topic x?” Or “how important do you feel topic x is to our future.” I always try to include quiz questions to assess knowledge, since people often don’t know what they don’t know.
If you find yourself missing the mark on outcome measures, the fitness measures can help you pinpoint the source of the problem. With some open-ended questions (comment boxes), you’ll sometimes find it has nothing to do with the communication–other aspects of the culture are getting in the way. This can be very valuable feedback to the program owner. ~Jeff
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