Page 36 - Warwickers Communication Counts v2015
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36 COMMUNICATION OUTCOME outcome
The Question
What do you need people to ‘get, support and do’
as a result of your communication and how will
you measure success?
Often people confuse outputs with outcomes where they focus on the tactic or objective rather
than what it will achieve for the business.
The outputs are the strategic plan, campaign, intranet, business partner, training course, email or
presentation. The tactics (events/ actions) that hopefully move you towards your outcome.
An outcome is the final result of your actions – the ‘why?’ or ‘that will enable us to get a, support
b and do c which means that’. The key word is result - examples of the outcome could be
knowledge gained and acted upon, skills in action, increase employee satisfaction or morale,
employee retention, customer satisfaction , increased business profit or competitive advantage.
So use this checklist with leaders and managers as your starting point in taking briefs:
The Question
What do you need people to ‘get, support and do’
as a result of your communication and how will
you measure success?
Often people confuse outputs with outcomes where they focus on the tactic or objective rather
than what it will achieve for the business.
The outputs are the strategic plan, campaign, intranet, business partner, training course, email or
presentation. The tactics (events/ actions) that hopefully move you towards your outcome.
An outcome is the final result of your actions – the ‘why?’ or ‘that will enable us to get a, support
b and do c which means that’. The key word is result - examples of the outcome could be
knowledge gained and acted upon, skills in action, increase employee satisfaction or morale,
employee retention, customer satisfaction , increased business profit or competitive advantage.
So use this checklist with leaders and managers as your starting point in taking briefs:
