Friday, April 18, 2008

Measurement is not a panacea...

...but do it anyway.

Check out this interesting post from Cassandra (over on the increasingly-interesting Ragan.com) titled "Truisms about metrics and measurement." You may not agree with all of her statements, but there's some good thinking about the value and hassle of measurement.

My only warning is this: whining about the problems of measurement is not a great way to build credibility within your organization. Better to take the lead and champion measurement. Take control of the process and turn a potential weakness into a perceived strength. Not that Cassandra is whining, and her commentary is just between us communicators, where dishing is encouraged. But let's keep it that way.

1 comment:

Mariana Sarceda said...

Nice suggestion! I've read the comment on MyRagan.
There's an increasing interest in measuring communications and in being accountable for our programs.
I've been introducing this issue at my company, just as a means of letting my bosses know "in numbers" the impact that my area is having on the company.