Thursday, June 05, 2008

Advocacy and organisational outcomes

Since meeting up on the 4 June at the latest gathering of Measurement Camp I have been pondering any connection between the concept of communication outcomes and advocacy. Are they the same, just viewed different ways?

Let me try to explain myself. The objective of successful communications is something to do with message conveyance and more importantly its correct understanding leading changes in behaviour (outcomes). The quality of this change in behaviour could be measured in the number and intensity of your advocates.

The notion of advocates and their importance is supported by the research of Fred Reichheld from Bain and Co. espoused in his book The Ultimate Question. The book ponders that organisations need to be aware of the answer to one crucial question: How likely is it that you would recommend this company to a friend or colleague?