Presentation on theme: "Establishing a Benchmark for Evaluating Hazel Net News Linda Peterson University of St. Thomas MBC Final Project May 2007."— Presentation transcript:
Establishing a Benchmark for Evaluating Hazel Net News Linda Peterson University of St. Thomas MBC Final Project May 2007
Issue: How are we doing? There currently is no benchmark by which to measure whether the Hazel Net news is successful. A comprehensive readership survey has not been conducted.
What needs to be measured? Employee publications motivate staff to help an organization achieve its goals. The news goal is to produce credible news and information so employees read it, believe it, and take actions as a result to help the organization achieve its goals.
Research Question Do Hazelden staff consider Hazel Net a credible source of news?
Definition of Credibility High level of readership Content is of interest Accurate Readable Comprehensive Informative Inspires action
Methodology An online survey was ed to all of Hazeldens 1,052 employees.
How often do you click in to read a full Hazel Net news article?
How would you rate information in Hazel Net news stories on accuracy?
How would you rate the information in Hazel Net news stories on readability?
How would you rate the information in Hazel Net news stories on level of detail?
The Hazel Net news keeps me informed about what is happening at Hazelden.
How often have you recommended a co-worker read an article that youve read on Hazel Net?
Because of a story Ive read on Hazel Net, Ive recommended a Hazelden product or service to someone.
Do you want more, the same, or less coverage of the following topics? Employees want more or the same coverage of 14 news content categories rated on the survey.
News categories for which the highest percent of employees want more coverage News categoryWant more coverage Leadership decisions58 % Employee opinions54 % Leadership opinions49% Employee profiles45%
Least popular news content categories News categoryWant more coverage Alumni events11.14 % Publishing products14.77 %
Significant finding: News gets positive rating An increase in the amount of news in four categories would likely increase readership. Those categories are leadership decisions and opinions and employee opinions and profiles. Greater interactivity on the site via a sharing of reader opinions would likely increase readership.
Significant finding: News gets positive rating News gets positive rating on all measures. Employees help the organization to achieve its business goals by referring people to products or services theyve read about on Hazel Net.
Research Result The research question: Do Hazelden staff consider Hazel Net a credible source of news? The answer: yes
Recommendations The survey results provide a benchmark against which improvements to the news can be measured. A news plan should be developed that has goals representing improvements based on survey results.
Recommendations Increase the amount of news in the four categories of leadership decisions/opinions and employee opinions/profiles. Explore developing reader interactive opportunities such as letters to the editor, a message board, guest columns. Reduce the number of stories about alumni events and publishing products.