MEASURING THE IMPACT OF INTERNAL COMMUNICATION

Executive Summary

1.   If internal communication practitioners are to prove their strategic value to the organization, they must find a way to measure the impact of internal communication on the bottom line.

2.   Internal communication teams use tactical measurements extensively.

3.   However, despite their increasing strategic involvement, only about half of internal communication teams assess their work against business objectives.

4.   The strategic measures they are most likely to be measured against are:

-  clarifying and disseminating the key objectives for the business

-  helping top management become role models for communication

-  building effective interfaces between various units of the organization

-  creating systems and networks which allow employees to access information and share ideas and opinions across the organization

-  improving operational and interpersonal communications within the organization.

5.   Between 50 and 60 per cent of internal communication teams obtain regular measurements of the effectiveness of specific media.

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